Leanlab Oy
Leanlab Oy is a Helsinki-based SaaS platform that provides enterprise CX, UX, product, and marketing teams with private 'Customer Lab' environments to run continuous user research, testing, and co-creation with their own recruited customer panels across the double-diamond design process.
- Company typePrivate
- Founded2021
- HeadquartersHelsinki, Finland
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Leanlab Oy does
Leanlab Oy is a Helsinki-based SaaS company that operates a continuous customer-research platform built around private 'Customer Lab' environments, in which enterprise clients invite and engage their own recruited customer panels on an ongoing basis. The platform bundles nine research methods — ideation boards, diaries, discussion boards, preference tests, first-click tests, concept galleries, sorting, surveys, and polls — together with real-time dashboards that combine qualitative comments with quantitative metrics, enabling clients to operate the double-diamond design process as a continuous loop rather than a series of episodic research projects. In 2024 the company launched AIRA (AI Research Advisor), an NLP-driven assistant that performs sentiment analysis, thematic tagging, multilingual translation, and research-activity planning. The platform is EU-hosted and GDPR-aligned, integrates with Figma, and is sold via a quote-based enterprise subscription with annual billing and a consultative sales motion targeting CX, UX, Product, and Marketing teams across retail, travel, finance, and insurance verticals.
Leanlab is a privately held Finnish limited company (Business ID FI32254689) and operates as a subsidiary of Digitalist Group, a Nasdaq Helsinki-listed creative design and technology conglomerate; the company's CEO, Ville Österlund, previously served as SVP of User Insights at Digitalist. Leanlab does not disclose revenue, headcount, or funding; the company is reported to have 11-50 employees and engages more than 60,000 customers per month across client labs. Named enterprise customers include Finnair, Lindex, LocalTapiola, Nordea Life, Stockmann, and CSSC, with documented operational outcomes such as reducing customer-research turnaround from weeks to 24 hours (Lindex) and from 6-8 weeks to 1-2 days (LocalTapiola). Pricing is quote-based with no publicly disclosed tiers, and the go-to-market is direct enterprise sales complemented by content marketing (blog, webinars, case studies) as the principal demand-generation channels.
Leanlab Oy firmographics
Firmographics- Name
- Leanlab Oy
- Legal name
- LeanLab Oy
- Website
- https://leanlab.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Leanlab Oy is a Helsinki-based SaaS platform that provides enterprise CX, UX, product, and marketing teams with private 'Customer Lab' environments to run continuous user research, testing, and co-creation with their own recruited customer panels across the double-diamond design process.
- Ownership category
- akta.pro rank
Leanlab Oy industry classification
Industry- Product category
- Customer Research / UX Research Software
- NAICS
- Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Market Research, Analytics & Consumer Insights (BPAFAAAM)
- akta.pro secondary industry
- Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)
Keywords
Where Leanlab Oy is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Leanlab Oy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription: Leanlab operates as a subscription-based SaaS platform providing access to its customer research platform, tools, and customer lab infrastructure. Organizations pay for private customer labs where they can collaborate with their own customers continuously.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with private Customer Lab access |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Leanlab Oy product offering
Product offeringCore offering
Leanlab sells a SaaS customer research platform that gives enterprise teams a private, branded 'Customer Lab' to run continuous user research, co-creation, and validation with their own customers. The platform bundles ideation, testing, validation, real-time reporting, and an AI Research Advisor across nine research tools, compressing research cycles from weeks to days and supporting multilingual, GDPR-aligned customer engagement.
Product overview
Leanlab is a continuous customer research SaaS platform built around a core Customer Lab product, supplemented by six modular tool suites (Ideation Tools, Testing Tools, Validation Tools, AI Research Advisor, and Reporting & Analysis) that cover all phases of the double-diamond development process from ideation through validation. The platform is marketed both as a unified platform (all tools available within one connected environment) and through seven vertical-specific solution variants tailored for CX Teams, UX Teams, Product Teams, Marketing Teams, Retail, Travel, and Finance & Insurance. The platform hosts labs with thousands of users across the Nordic region and beyond, with customer engagement metrics cited as 60,000+ customers engaged monthly across all labs. Leanlab is part of Digitalist Group and is located in Helsinki, Finland.
Differentiator
Problem solved
Functional benefit
Brands
- AIRA (AI Research Advisor): AI-powered research advisor that helps teams plan customer research in minutes by suggesting tools, activity formats, and questions tailored to goals.
Products and services
- Customer Lab A private, branded research environment where enterprise teams invite their own customers as VIP advisors to collaborate continuously across the entire product/service development lifecycle. Supports participant recruitment, segmentation, and engagement management, enabling teams to run nine research tools across all phases of development.
- Ideation Tools A suite of tools for co-creating with customers at the early concept stage, including an Ideation board for gathering fresh ideas, a Diary tool for capturing real-life customer experiences over time, and a Discussion board for authentic two-way dialogue.
- Testing Tools A suite of rapid evaluative testing tools for comparing designs, concepts, visuals, interfaces, and messaging with real customers in hours rather than weeks, including Preference Testing, First Click Testing, and Concept Gallery.
- Validation Tools A suite of tools for obtaining clear, quantified customer alignment before launch, including Sorting for prioritization, Surveys for structured opinions, and Polls for quick single-question checks.
- AI Research Advisor (AIRA) An AI-powered research assistant embedded in the platform that helps teams plan customer research in minutes by suggesting the right tools, activity formats, and questions tailored to research goals, with AI-assisted sentiment analysis, thematic analysis, and one-click multilingual translation.
- Reporting & Analysis Real-time dashboards that consolidate all research activities, showing participation rates and outcomes instantly, with segmentation views and combined qualitative/quantitative side-by-side metrics exportable for deeper analysis.
- Customer Lab for CX Teams A role-specific configuration of the Customer Lab for Customer Experience teams focused on turning customer understanding into proactive actions across awareness, onboarding, journey mapping, and post-purchase tracking.
- Customer Lab for UX Teams A role-specific configuration of the Customer Lab for UX designers, providing always-on access to real users throughout the design process, including Figma prototype testing, unmoderated and moderated usability tests, and instant sharing of results with stakeholders.
- Customer Lab for Product Teams A role-specific configuration of the Customer Lab for product teams to validate ideas, prioritize features, and ship faster through sprint-only testing, sorting/preference tests, and combined qualitative/quantitative dashboards.
- Customer Lab for Marketing Teams A role-specific configuration of the Customer Lab for marketing teams to better understand audiences, test campaigns, and build creatives that connect, including pre-launch creative testing, vocabulary and messaging research, rebranding studies, and global campaign localization through segmentation.
- Customer Lab for Retail An industry-specific configuration of the Customer Lab for retail teams to stay in sync with shoppers across digital and physical touchpoints, covering hybrid shopper research, e-commerce optimization, in-store experience feedback, loyalty program development, and pre-launch collection/concept validation.
- Customer Lab for Travel An industry-specific configuration of the Customer Lab for travel brands and airlines to improve loyalty, reduce friction, and design better journeys through continuous traveller collaboration across markets and demographics.
- Customer Lab for Finance and Insurance An industry-specific configuration of the Customer Lab for financial institutions and insurance companies to innovate safely in regulated environments, enabling customer decision de-risking, financial communications testing, friction-heavy journey optimization, and pre-rollout innovation testing.
Quantifiable outcome
- Reduce customer research turnaround from weeks to 24 hours
- +4 more outcomes
Companies that use Leanlab Oy
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles4 records
Leanlab Oy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature6 records
Leanlab Oy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Digitalist Groupparent companyLeanlab is part of Digitalist Group, which is listed on Nasdaq Helsinki. Digitalist Group is a global creative design and technology agency. Leanlab's CEO Ville previously served as SVP of User Insights for Digitalist.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Leanlab Oy competitors and assessment
Company assessmentEmerging players
- Maze: Rapid UX research and testing platform targeting product designers with prototype testing, preference tests, and surveys; closely comparable to Leanlab's Testing Tools module and product-team use cases.
- Hotjar: Lightweight UX behavior analytics and on-site feedback tool for product and marketing teams; adjacent competitor for Leanlab's Testing Tools and broader UX-team use cases at the mid-market.
- Dovetail: AI-powered customer research repository that aggregates interviews, surveys, and feedback with thematic analysis; overlaps with Leanlab's reporting/analysis and AI Research Advisor positioning.
Direct peers
- Alida: Customer insights platform with community-based research for continuous enterprise feedback; directly comparable value proposition to Leanlab's Customer Lab model, with more international scale.
- Attest: Consumer market research SaaS offering fast brand, product, and audience research with proprietary panel access; competes for marketing-research budgets against Leanlab's Marketing-team solution.
- Qualtrics: Enterprise experience-management SaaS combining survey, feedback, and analytics tooling; competes directly with Leanlab's customer-research platform for the same CX/UX/Product/Marketing buyers at mid-to-large organizations.
- Medallia: Enterprise customer experience platform for capturing and acting on customer feedback at scale; highly relevant peer for Leanlab's CX-team use cases, particularly in regulated industries like finance and insurance.
- Wonderflow: Customer feedback analytics platform that unifies reviews, surveys, and support data with AI-driven thematic analysis; a focused peer for Leanlab's Reporting/Analysis and AI capabilities.
- UserTesting: User research platform providing unmoderated and moderated usability tests and feedback from real users; directly comparable to Leanlab's Customer Lab for UX teams and ideation/testing tools.
Broad incumbents
- Sprinklr: Broad unified customer experience management platform spanning social, marketing, and care; overlaps with Leanlab's CX and Marketing research capabilities as part of a much wider portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Leanlab Oy social profiles
Digital presenceLeanlab Oy compliance and trust
Trust signalCompliance2 records
Leanlab Oy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leanlab Oy leadership team
Management profileNumber of profiles
Profiles1 record
Leanlab Oy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leanlab Oy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Leanlab Oy
What does Leanlab Oy do?
Leanlab sells a SaaS customer research platform that gives enterprise teams a private, branded 'Customer Lab' to run continuous user research, co-creation, and validation with their own customers. The platform bundles ideation, testing, validation, real-time reporting, and an AI Research Advisor across nine research tools, compressing research cycles from weeks to days and supporting multilingual, GDPR-aligned customer engagement.
Is Leanlab Oy a public or private company?
Leanlab Oy is a private company. It is classified as corporate owned and is currently operating.
When was Leanlab Oy founded?
Leanlab Oy was founded in 2021. It employs 1 to 10 people.
Where is Leanlab Oy based?
Leanlab Oy is headquartered in Helsinki, Finland, in the Europe region.
How does Leanlab Oy make money?
One revenue line is on record: saaS Platform Subscription.
Who are Leanlab Oy's main competitors?
Emerging players on record are Maze, Hotjar and Dovetail. Direct peers are Alida, Attest, Qualtrics, Medallia, Wonderflow and UserTesting. Sprinklr is listed as a broad incumbent.
Does Leanlab Oy have an API?
No public API is recorded for Leanlab Oy.
What industry is Leanlab Oy in?
Leanlab Oy's product category is Customer Research / UX Research Software. Its primary akta.pro industry code is BPAFAAAM, Market Research, Analytics & Consumer Insights, with a secondary code of MPAAALAK, Social & Digital Insights (Social Listening, Online Community Research). Its NAICS code is 54191 and its SIC code is 7372.