Rebel Group

What Rebel Group does

Rebel Group OÜ, operating commercially as AllRebel, is a privately held Estonian software consultancy that has been delivering custom software development, AI integrations, API integrations, websites, and e-commerce platforms since 2000. The company serves enterprise and mid-market clients primarily in Estonia, providing end-to-end project delivery — from requirements analysis and UX/UI prototyping through development, testing, and post-launch hosting and support — under a single accountable team. Named clients include Ühisteenused (public services), Parkner (parking technology), Infokaitseteenus (information security), MyFitness (fitness), and mid-market customers Fjora (fashion/retail), Supermina, and Hapy across Estonian verticals.

The product portfolio centres on bespoke business systems — portals, CRMs, self-service platforms, and internal productivity tools — built to client processes, complemented by API integration services that connect payment, warehouse, accounting, and authentication systems to eliminate duplicate data entry. AI capabilities are text-based and positioned as integrations into client systems for customer support automation, document and data analysis, and AI-powered search. The firm also maintains proprietary in-house AI tooling used to accelerate routine delivery tasks; AI capabilities are categorized as process automation and knowledge retrieval.

Rebel Group operates a sales-led, project-based professional services model with pricing not publicly disclosed. Engagement is initiated via a structured project inquiry form on the Estonian-language website, followed by tailored proposals. Post-launch hosting, monitoring, and ongoing development create recurring touchpoints. The company is founder/CEO-led (Reilika Rootsma-Trall), with 1–10 employees, no disclosed external funding, and operations confined to the Estonian market.

Name

Rebel Group

Legal name

Rebel Group OÜ

Website

https://all-rebel.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Rebel Group OÜ (AllRebel) is an Estonian private software consultancy delivering custom software, AI integrations, API integrations, websites, and e-commerce platforms to enterprise and mid-market clients in Estonia, operating since 2000 under founder-led engagement.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Software Development: Full-cycle custom software development covering analysis, UX/UI design, development, integration, testing, and hosting. Revenue is generated through project-based engagements with defined scopes and timelines.
2. AI Integration Services: AI integration services embedding artificial intelligence into existing client systems for customer support, document analysis, data analysis, and search functionality. Delivered as part of custom software engagements.
3. Website and E-commerce Development: Design and development of SEO-friendly, conversion-optimised websites and e-commerce platforms. Includes ongoing maintenance, hosting, and monitoring post-launch.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Rebel Group OÜ (AllRebel) provides end-to-end custom software development services, building bespoke portals, CRM systems, self-service platforms, and internal tools to client-specific business processes. The firm also delivers AI integration services (customer support automation, document and data analysis, AI-powered search), API integrations connecting payment, warehouse, accounting, and authentication systems, and SEO-friendly, conversion-optimised websites and e-commerce stores, with full post-launch hosting, monitoring, and ongoing support.

Product overview

AllRebel is a custom software development and digital services firm offering a unified portfolio of services spanning custom software, AI integrations, API integrations, websites and e-commerce stores, UX/UI design and prototyping, and project management and support. The offering is structured as a single team that takes projects from analysis through design, development, testing, and launch/maintenance. AllRebel has operated since 2000 and draws on experience with international brands and large Estonian companies.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Software (Eritarkvara)

Quantifiable outcome

• Hours saved through AI-powered automation of routine tasks

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Thoughtworks: Global consultancy specialising in custom software development, system integration, and emerging-technology adoption. Comparable in custom-software, API integration, and AI-adjacent services but operating at vastly larger scale and broader geographic reach.
• EPAM Systems: Large global custom software development and digital platform engineering services provider. Comparable core offering of bespoke enterprise software and integrations, but operates as a multi-thousand-person global incumbent.
• Globant: Global digital transformation consultancy offering custom software, AI integration, and platform engineering. Overlaps with Rebel's AI integration, custom software, and web platform offerings at much larger enterprise scale.
• Ciklum: Global custom software engineering and digital services firm with European roots. Comparable in bespoke software development, integrations, and digital platform delivery, but at significantly larger scale.
• Tietoevry: Nordic-headquartered IT services and software provider serving enterprise and public-sector clients across Northern Europe. Comparable to Rebel Group in custom software, integrations, and managed digital services, with strong overlap in regional enterprise customers.

Direct peers

• Helmes: Estonian-headquartered custom software development and digital services firm. Closely comparable to Rebel Group in geography, target customer base (Estonian enterprise and mid-market), and core offering of bespoke software, integrations, and web platforms.
• Nortal: Estonian-origin custom software and digital transformation consultancy now operating internationally. Comparable core offering of bespoke enterprise software and integrations; substantially larger scale but similar technical DNA.
• Net Group: Baltic-based digital agency and custom software developer serving enterprise customers with bespoke platforms, integrations, and e-commerce. Comparable in service mix, regional focus, and mid-market/enterprise client profile.
• Proekspert: Estonian software consultancy providing custom development, system design, and integration services to enterprise clients. Comparable to Rebel Group as a fellow Estonian-rooted professional-services software firm with overlapping technical capabilities.
• Cybernetica: Estonian IT and software services company with a long track record serving enterprise and public-sector clients in Estonia. Comparable to Rebel Group in domestic Estonian positioning and custom systems delivery, though typically at larger contract scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/rebel-group-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Rebel Group