MUDA

What MUDA does

MUDA (Movimento pela Utilização Digital Ativa) is a Portuguese national movement for digital inclusion, operated by the non-profit A2D Consulting, LDA, and founded in 2017 by Alexandre Nilo Fonseca. Headquartered in Lisbon with approximately 20 employees, MUDA targets digitally excluded populations across Portugal and five additional Portuguese-speaking markets: Brazil, Angola, Cabo Verde, Mozambique, and São Tomé and Príncipe. The organization runs multiple digital literacy and inclusion programs, including MUDA Num Minuto, MUDAR É GANHAR, and EUSOUDIGITAL, addressing gaps in digital skills among adult populations, job seekers, and underserved communities.

MUDA's core offerings combine structured digital literacy training with technology infrastructure support. The organization has built a network of more than 30 corporate partners—including CGD, EDP, MEO, Microsoft, and Google—that provide funding, technology resources, and distribution reach. In July 2026 MUDA launched AMALIA, the first open-source AI model specifically developed for European Portuguese. The AMALIA project was funded with €5.5M from Portugal's Recovery and Resilience Plan (PRR) and represents a shift from training-services delivery into language technology and AI tooling, with potential applications for both end-user beneficiaries and institutional customers.

As a non-profit entity, MUDA does not generate revenue through commercial pricing. Its financial model is a hybrid of public grants (such as the €5.5M PRR allocation for AMALIA), corporate sponsorships and in-kind contributions from the partner network, and program-specific funding. The organization monetizes impact rather than product features, with corporate partners deriving reputational and CSR benefits alongside access to digitally trained populations. The go-to-market is partnership-led rather than sales-led, and the customer base is split between corporate sponsors, government funders, and end-user beneficiaries who participate in programs at no cost.

Name

MUDA

Legal name

A2D CONSULTING, LDA.

Website

https://muda.pt

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

MUDA is a Portuguese non-profit digital inclusion movement operating in Portugal and five other Portuguese-speaking countries, running digital literacy programs for excluded populations and developing the AMALIA open-source AI model for European Portuguese.

Ownership category

akta.pro rank

Product category

Digital Inclusion Services

NAICS

Social Advocacy Organizations (8133), Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Public Communications, Transparency & Open Government (BPAIAAAH)

akta.pro secondary industry

Digital Development & ICT4D / GovTech Technical Assistance (BPADAEAL)

Keywords

• Digital inclusion programs
• Digital literacy initiatives
• Lusophone digital cooperation
• Corporate-led non-profit
• Digital citizenship movement

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Distribution channels5 records

Marketing channels11 records

Core offering

MUDA is a non-profit national digital inclusion movement that promotes Portuguese citizens' participation in the digital space through coordinated programs including a daily educational TV program (MUDA NUM MINUTO), an incentive-based digital adoption competition (MUDAR É GANHAR), a national digital literacy training program (EUSOUDIGITAL), international cooperation initiatives for Lusophone countries (NAÇÕES INTELIGENTES, MULHERES NO DIGITAL), a physical soft-landing hub in Lisbon for Lusophone startups and companies (MUDA DIGITAL HUB), and policy advocacy through the DIGITAL FIRST initiative. The movement operates as a multi-stakeholder coalition of corporations, universities, the Portuguese State, and civil society, funded by its partner ecosystem rather than direct customer revenue.

Product overview

MUDA (Movimento pela Utilização Digital Ativa) is a national digital inclusion movement coordinated by A2D Consulting on behalf of Portuguese companies, universities, associations, and the Portuguese State. Rather than a unified software product, MUDA operates as a portfolio of complementary initiatives and programs designed to promote digital citizenship and literacy in Portugal and the broader Lusophone world. The core offerings include: MUDA NUM MINUTO (educational TV program), NAÇÕES INTELIGENTES (digital transformation initiative for Lusophone countries), MULHERES NO DIGITAL (female digital leadership program), DIGITAL FIRST (policy advocacy initiative), MUDA DIGITAL HUB (Lisbon-based international cooperation and soft-landing platform), MUDAR É GANHAR (incentive competition for digital service adoption), SENIORTECH (senior-focused technology conference), DIGITAL HEALTH (healthcare digital literacy webinars), and the Programa EUSOUDIGITAL (digital inclusion education program). Recent addition includes support for AMALIA, the first open-source AI model for European Portuguese.

Differentiator

Problem solved

Functional benefit

Brands

• MUDA Num Minuto: Daily informative and educational TV program with tips and suggestions to help Portuguese citizens become more digital, broadcast on RTP1, RTP3, RTP Play, RFM, and SAPO Noticias.
• Nações Inteligentes
• Mulheres no Digital
• Digital First
• MUDA Digital Hub
• MUDAR É GANHAR
• SENIORTECH
• EUSOUDIGITAL
• Digital Health

Products and services

• MUDA NUM MINUTO Daily informational and educational TV program with tips and suggestions to help Portuguese citizens become more digital, broadcast on RTP1, RTP3, RTP Play, RFM, and SAPO Notícias, and available on MUDA's YouTube, Facebook, and Instagram channels.
• NAÇÕES INTELIGENTES Initiative promoting collaboration between public and private sectors for sustainable digital transformation in Portuguese-speaking countries through specialized studies, an international expert community, innovation hubs, and executive conferences and training.
• MULHERES NO DIGITAL Strategic program to accelerate digital training and promote female leadership in Portuguese-speaking countries, in partnership with Women in Tech Portugal, reinforcing female presence and leadership in digital.
• DIGITAL FIRST Initiative placing digitization as a priority, promoting efficiency, sustainability, and inclusion. Brings public and private entities together to place digitization on the national agenda and develops the RUMO À DIGITALIZAÇÃO policy document.
• MUDA DIGITAL HUB Strategic international cooperation platform located in Lisbon supporting startups, companies, and public organisations from Lusophony in their expansion to Europe, Brazil, and CPLP markets. Operated in partnership with The FYVE, offering coworking spaces, private offices, meeting rooms, 3 auditoriums, event spaces, 24/7 security, high-speed internet, gym, padel court, food court, and business hotel accommodations.
• MUDAR É GANHAR Competition encouraging adoption of digital services from participating entities and brands to promote more active digital usage by citizens. Participants subscribe to the newsletter, receive codes, activate them for digital services, and can win immediate prizes and a grand final prize.
• SENIORTECH Conference Conference for professionals interested in technology and the future of societies. Objective is to enable people over 50 to be equipped with tools and skills necessary to navigate the digital world, ensuring their autonomy and quality of life.
• DIGITAL HEALTH Webinar series addressing digital health: new solutions, apps, and digital services with special focus on patients and integrated care, exploring initiatives that promote adoption by the general population and chronic disease patients.
• Programa EUSOUDIGITAL National program to help thousands of Portuguese people take their first steps on the internet through a national network of thousands of volunteers and EUSOUDIGITAL Centres across the country. Aims to reach 1 million Portuguese adults with basic internet skills.
• AMALIA - Portuguese Language AI Model First open-source AI model developed specifically for European Portuguese, built on EuroLLM-9B with multimodal capabilities (text, voice, images, documents). Designed to enable companies, public administration, and organisations to use AI in European Portuguese and is available on the Hugging Face platform. Developed by a consortium of NOVA University Lisbon, Instituto Superior Técnico, University of Coimbra, University of Porto, University of Minho, and FCT with over 60 researchers over 18 months.

Quantifiable outcome

• 93% of Portuguese internet users became aware of digital services (2018, vs. under 50% actual usage)
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

34 partnerships are on record, tiered core, flagship and supporting.

• eCommerce InstitutecoreStrategic or Co-development Partner · 22 June 2026MUDA formalised cooperation protocols with the eCommerce Institute and GlobalCommerce Foundation on 22 June 2026, establishing a new international collaboration platform for digital economy development. The partnership focuses on e-commerce, entrepreneurship, innovation, AI, capacity building, internationalisation, and digital skills development across Portugal, Portuguese-speaking countries, Latin America, and other strategic markets.
• GlobalCommerce FoundationcoreStrategic or Co-development Partner · 22 June 2026Jointly with eCommerce Institute, GlobalCommerce Foundation partnered with MUDA on 22 June 2026 to create an international platform for digital economy development. The alliance bridges Portugal, Portuguese-speaking nations, Latin America, and other strategic markets, covering e-commerce, entrepreneurship, AI, capacity building, and digital skills.
• Women in Tech PortugalcoreStrategic or Co-development PartnerOfficial partnership between MUDA and Women in Tech Portugal to accelerate women's digital capacity and female leadership in Portuguese-speaking countries. The collaboration aims to drive inclusive and sustainable digital transformation guided by female leadership, linking Portugal, Brazil, and Portuguese-speaking Africa. The partnership includes the 1st Forum Women in the Digital Economy of Lusofonia.
• United Nations Academy (Academia das Nações Unidas)flagshipStrategic or Co-development PartnerCooperation protocol signed between MUDA and the United Nations Academy (through its e-Government unit), as part of the Nações Inteligentes initiative. The partnership promotes collaboration between public and private sectors on sustainable digital transformation across Portuguese-speaking countries, with the UN Academy contributing expertise in e-government and digital governance.
• State of Paraíba (Governo da Paraíba), BrazilflagshipStrategic or Co-development PartnerCooperation protocol signed with the Government of Paraíba, Brazil, through its Secretary of State for Science, Technology, Innovation and Higher Education (led by Cláudio Furtado). Strong presence at the 2nd Nações Inteligentes Conference (2025). The Parahyba TechHub was inaugurated at the MUDA Digital Hub in Lisbon in February 2026.
• State of Piauí, BrazilflagshipStrategic or Co-development PartnerCooperation protocol signed with the State of Piauí, Brazil. Luis Fernandes, Executive Secretary of Brazil's Ministry of Science, Technology and Innovation, participated in MUDA events. The partnership is part of MUDA's broader Lusophone strategy connecting Brazil and Portugal.
• Academia BAI (Banco Angolano de Investimentos)coreStrategic or Co-development PartnerCooperation protocol signed with Academia BAI in Angola, supporting digital transformation and capacity building in Angola and expanding MUDA's Lusophone network to Portuguese-speaking Africa.
• Cabo Verde (government and ecosystem)coreStrategic or Co-development PartnerMUDA and Cabo Verde joined forces in January 2026 to accelerate the digital economy in Portuguese-speaking Africa. Partnership includes involvement of Women in Tech Cabo Verde and NOSI (Núcleo Operacional da Sociedade de Informação).
• A2D Consulting, LDA.coreOthersA2D Consulting, LDA. (NIPC: 513737286), based in Lisbon, is the executing entity of the MUDA movement. It manages the website, newsletter, data protection compliance, cookie policies, and operational execution of all MUDA programmes.
• The FYVEcoreOthersThe FYVE operates the premium infrastructure of the MUDA Digital Hub — combining dynamic coworking zones, private offices, and business hotel coliving solutions. Provides 24/7 security, trilingual reception, meals area, gym, and padel court.
• Católica Lisbon School of Business & EconomicssupportingOthersFounding university partner of MUDA, contributing academic expertise to the movement's digital literacy and transformation strategy.
• NOVA School of Business & EconomicssupportingOthersFounding university partner of MUDA, contributing academic expertise to the movement's digital literacy and transformation strategy.
• Porto Business SchoolsupportingOthersFounding university partner of MUDA. Hosted the international conference 'Digital By Default' in November 2017. Contributed the study 'Digital byDefault: Impacto Económico e Fatores de Sucesso' estimating €100M–€400M annual government savings from digitisation.
• CDI Portugal (Center for Digital Inclusion)coreStrategic or Co-development PartnerCDI Portugal is MUDA's implementation partner for the MUDA NA ESCOLA programme, deploying volunteer-based digital literacy training in secondary schools. CDI brings its 24-year global track record in digital inclusion (present in 15+ countries) and the Apps for Good educational programme.
• AMA — Agência para a Modernização AdministrativaflagshipOthersGovernment partner responsible for administrative modernisation. Co-organiser of the 'Digital By Default' conference. Collaborates with MUDA on promoting the Chave Móvel Digital and other public digital services.
• Caixa Geral de Depósitos (CGD)coreOthersCGD is a founding promoter of MUDA and the primary funder of the EUSOUDIGITAL programme, which aimed to help 1 million Portuguese adults take their first steps on the internet. Hosted the EUSOUDIGITAL launch event at its Lisbon headquarters.
• EDP — Energia de PortugalcoreOthersFounding corporate partner of MUDA. One of the first companies to adopt the Chave Móvel Digital on its website (announced July 2018). Contributes to MUDAR É GANHAR competitions.
• MEO (Altice Portugal)coreOthersFounding corporate partner of MUDA. One of the first companies to implement the Chave Móvel Digital on its website (announced July 2018). Launched a senior-special tablet with MUDA digital content in July 2019, including MUDA NA ESCOLA video courses on MEO TV channel 166. Contributes to roadshows and competitions.
• MicrosoftcoreTechnology or IntegrationFounding corporate partner of MUDA. Provided Microsoft Surface devices for the digital protocol signing at MUDA's launch in May 2017. Supports MUDA's digital transformation mission through technology collaboration.
• GooglecoreTechnology or IntegrationFounding corporate partner of MUDA. Google contributed to the 1st Nações Inteligentes Conference (October 2024) with its Country Lead for Google Cloud Portugal. Supports MUDA's digital literacy and transformation goals.
• Vodafone PortugalcoreOthersFounding corporate partner of MUDA. Allows clients to request Chave Móvel Digital passwords for public services via TV. Contributes to MUDAR É GANHAR competitions and other MUDA initiatives.
• Fidelidade SeguroscoreOthersFounding corporate partner of MUDA. Multicare (Fidelidade) participated in the Digital Health webinar and the Digital By Default conference. Contributes to MUDA initiatives and the Nations Inteligentes conference.
• NOScoreOthersFounding corporate partner of MUDA. Contributes to MUDA initiatives including the MUDAR É GANHAR competition (offering double passes as prizes).
• Millennium BCPcoreOthersFounding corporate partner of MUDA. One of the first banks to adopt the Chave Móvel Digital (announced July 2018). Contributes to MUDA's digital banking promotion initiatives.
• Deloitte PortugalcoreImplementation/ SI/ Consulting PartnerInstitutional partner of MUDA and Nations Inteligentes. Contributed to the 'Digital By Default' conference with a public sector partner. Provides strategic consulting expertise to MUDA's digital transformation agenda.
• HuaweisupportingTechnology or IntegrationCorporate partner of MUDA, contributing technology expertise to the movement's digital transformation mission.
• RTP — Rádio e Televisão de PortugalflagshipGTM or Marketing PartnerMedia partner broadcasting MUDA Num Minuto programme daily on RTP1 and RTP3. Content also available on RTP Play. RTP's morning programme hosts the daily digital literacy segment. A flagship channel for reaching millions of Portuguese viewers.
• RFM (Rádio Frequency Modulation)coreGTM or Marketing PartnerRadio media partner of MUDA, broadcasting the MUDA Num Minuto daily programme and extending the movement's reach to radio listeners across Portugal.
• SAPOcoreGTM or Marketing PartnerFounding corporate partner and media partner of MUDA. SAPO distributes MUDA Num Minuto content on its news platform. A longstanding partner in Portugal's digital ecosystem.
• .PT (DNS.PT / Assoc. Porto)coreOthersFounding corporate partner of MUDA and key stakeholder in the EUSOUDIGITAL programme. Luísa Ribeiro Lopes, President of .PT, spoke at the 1st Forum Women in the Digital Economy of Lusofonia. .PT contributes to digital inclusion and internet governance initiatives.
• Vila Galé HotéissupportingOthersCorporate partner of MUDA. Contributes prizes to the MUDAR É GANHAR competition including vouchers for stays, brunch, gourmet experiences, and spa treatments at Vila Galé hotels.
• Banco de PortugalsupportingOthersInstitutional partner of MUDA, contributing to the movement's agenda for digital finance and banking transformation.
• Autoridade Tributária e Aduaneira (Tax Authority)supportingOthersGovernment partner of MUDA, collaborating on promoting digitisation of tax services and procedures.
• SIC, TVI, Expresso, Observador, Associação Portuguesa de Imprensa, Sport TvsupportingGTM or Marketing PartnerMedia partners providing press coverage, news reporting, and TV exposure for MUDA events and initiatives across Portuguese media.

Scale indicators19 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bertelsmann Stiftung: Large German private foundation running programmes on digital participation, education and public sector modernisation across Europe. Comparable as a broader foundation incumbent driving multi-stakeholder digital citizenship agendas at scale.
• Fundação Calouste Gulbenkian: Major Portuguese private foundation funding education, social inclusion and cultural programmes with national scope. Comparable as a broader Portuguese foundation incumbent operating parallel programmes in digital literacy and social inclusion.
• AMA — Agência para a Modernização Administrativa: Portuguese public agency responsible for administrative modernisation and the Chave Móvel Digital. Comparable as a broader government incumbent whose services MUDA's programmes promote and which MUDA partners with.
• INCoDe.2030: Portuguese government programme within FCT coordinating national digital skills initiatives. Comparable as a broader incumbent covering similar digital literacy and inclusion mandates, often funded by EU structural funds.

Direct peers

• Web Foundation: International non-profit founded by Tim Berners-Lee focused on advancing digital inclusion and a free, open web globally. Comparable to MUDA as a movement-style advocacy organisation targeting digital adoption and digital rights in emerging and Lusophone markets.
• Code for America: US non-profit that builds and advocates for civic technology to improve government services for low-income Americans. Closely comparable to MUDA's coalition model around digital public services, e-government adoption and policy advocacy (e.g., RUMO À DIGITALIZAÇÃO).
• Good Things Foundation: UK-registered non-profit running the National Digital Inclusion Network and Learn My Way digital skills programme. Highly comparable to MUDA as a national multi-stakeholder coalition focused on closing the digital skills gap for excluded citizens.
• CDI Portugal: Portuguese non-profit implementing digital inclusion training in schools and communities, with Apps for Good and 24 years of global track record in 15+ countries. Directly comparable as a digital literacy non-profit in the Portuguese market (and an MUDA implementation partner via MUDA NA ESCOLA).

Others

• .PT (DNS.PT / Associação Porto): Portuguese non-profit managing the .pt ccTLD and running internet governance and digital inclusion initiatives. Comparable as an enabling ecosystem partner for digital inclusion in Portugal, including the EUSOUDIGITAL programme with MUDA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MUDAPORTUGAL
• Facebookfacebook.com/mudaportugal
• Instagraminstagram.com/mudaportugal
• LinkedInlinkedin.com/company/muda-pt

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MUDA