Moral
Moral is a Female & Minority-owned technology company offering ethical UX design, software development, AI, and education services through three core brands (Agency, Compass, Code) and AI products like AIXA and Policyfetch, serving enterprise, government, and startup clients across healthcare, finance, media, and government.
- Company typePrivate
- Founded2001
- HeadquartersIndianapolis, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Moral does
Moral is a Female & Minority-owned technology company headquartered in Indianapolis, Indiana, with a secondary office in Mavis Bank, Jamaica, founded by Dorsh Deans (CEO) and Kelsey Deans (COO) to address the underrepresentation of Women and People of Color in the design and technology industry. The company operates as a multi-product, remote-first firm organized around three core brands: Moral Agency (full-service technology consulting spanning UX design, software development, AI, digital marketing, and experience transformation), Moral Compass (an education and certification platform for ethical design and inclusive UX launched in 2024), and Moral Code (an in-development offering for inclusive and protective technology deployment). Its product portfolio also includes AI-powered and SaaS products: AIXA, a personal AI assistant delivered via SMS and web (launched 2020) using NLP, machine learning, and speech recognition; Policyfetch, a CMS-approved Medicare plan shopping platform for seniors and people with disabilities (launched 2022); and PB&JANE, an unlimited UI/UX design subscription service (launched 2023, pivoted from a 12-year-old boutique agency). Technology stack spans React, TypeScript, Tailwind, MUI, Figma, WCAG 2.1 AA accessibility, Agile/Scrum, Jira/Confluence, Azure DevOps, AWS, Twilio, and Microsoft Bot Framework, with integrations including Google Analytics, Google Tag Manager, Invoca, and Trusted Form for compliance-grade lead generation.
Moral monetizes through project-based professional services engagements (Moral Agency) and, increasingly, through recurring-revenue education programs (Moral Compass) and an unlimited design subscription (PB&JANE). Pricing is not publicly disclosed; education programs offer one-time or installment payment plans, while consulting and design roles are billed competitively on an hourly or project basis. The go-to-market combines direct sales via website contact forms and email ([email protected], [email protected]) with community-led engagement through Moral Compass and partnerships with organizations such as IXDA. Marketing channels include LinkedIn, Instagram, website content, and portfolio-driven referrals, supported by ambassadors in Guyana and the USA.
The customer base spans enterprise (Chase, Direct TV, Elevance Health, MIT, US CMS), mid-market, and early-stage startups (Butler App, Paley App, Jacden) across healthcare, sports, banking, media, education, and government verticals. Notable outcomes include CMS approval for the Policyfetch Medicare platform, a #1 Google ranking for a client's SEO strategy, 350+ marketing ads and 275K YouTube views produced for the Policyfetch campaign, and HIPAA, CCPA, and CMS marketing compliance for healthcare-adjacent products. The company is privately held, bootstrapped (no funding rounds disclosed), and led by its founding duo with a 22+ person team spanning 14+ nationalities and 25 years of combined digital experience.
Moral firmographics
Firmographics- Name
- Moral
- Legal name
- Moral
- Website
- https://wearemoral.co
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Moral is a Female & Minority-owned technology company offering ethical UX design, software development, AI, and education services through three core brands (Agency, Compass, Code) and AI products like AIXA and Policyfetch, serving enterprise, government, and startup clients across healthcare, finance, media, and government.
- Ownership category
- akta.pro rank
Moral industry classification
Industry- Product category
- Technology Consulting Services
- NAICS
- Management, Scientific, and Technical Consulting Services (5416), Software Publishers (5132), Custom Computer Programming Services (541511), Graphic Design Services (541430), Other Scientific and Technical Consulting Services (54169)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001) (HDAAAMAE)
- akta.pro secondary industries
- Human Oversight, Review & Content Moderation Tooling (HDAAAMAH), Ethical Data Sourcing, Consent & Data Provenance (HDAAAMAI), Ethics, Integrity & Whistleblowing Program Advisory (BPAHAFAI)
Keywords
Where Moral is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Moral business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Technology Consulting Services: Full-service technology consulting firm offering UX Design, Software Development, Artificial Intelligence, Digital Marketing, Experience Transformation, and Business Identity services. Project-based consulting with cross-functional teams of researchers, strategists, creatives, and engineers.
- Education Programs (Moral Compass): Continuing education programs for individuals and companies including Design Thinking Certification, Inclusive Design For The Enterprise Certification, Multimedia Graphics, Ethical AI Practice, Public Health Information Technology, Digital Marketing, and Moral Design & Development courses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Competitive hourly rates for UX Designer roles |
| Other | Pay-as-you-go | Education program fees for individuals and companies |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Moral product offering
Product offeringCore offering
Moral is a full-service technology consulting firm that delivers inclusive, ethical digital products and services spanning UX design, software development, AI, digital marketing, experience transformation, and business identity. The firm operates a proprietary MORAL design process combining research, UX design, visual design, and marketing/PR launch phases, delivered by culturally competent international teams. In parallel, it offers educational curricula (Moral Compass) for individuals and corporations in ethical design, and standalone AI-driven products including a Medicare plan comparison platform and a SMS-based tech Q&A assistant.
Product overview
Moral is a Female & Minority-owned tech company with 25 years of digital experience, split into three core product brands: Moral Compass (education/curriculum for ethical design), Moral Agency (full-service technology consulting), and Moral Code (inclusive/moral technology development - in development). The company also offers distinct AI-powered products including AIXA (personal AI assistant via SMS), Policyfetch (Medicare plan shopping platform with AI), and PB&JANE (UX design subscription service). The three core products work together as a unified ecosystem: Compass empowers people with knowledge, Agency delivers consulting services, and Code ensures technology is built ethically.
Differentiator
Problem solved
Functional benefit
Brands
- Moral Compass: An innovative curriculum designed to empower people to learn more about ethical design practices, inclusive UX, and accessibility mastery.
- Moral Agency
- Moral Code
Products and services
- Moral Compass Educational curriculum platform empowering individuals and companies to learn ethical design practices, inclusive UX, and accessibility mastery. Programs include Culturally Inclusive Design Thinking, Experience Transformation For The Enterprise, Ethical AI Practice, Public Health Information Technology, Digital Marketing, and Moral Design & Development courses.
- Moral Agency Full-service technology consulting firm offering inclusive international teams delivering Moral processes and products. Includes UX Design, Business Identity/Branding, Software Development, Artificial Intelligence, Experience Transformation, and Digital Marketing with cross-functional teams.
- Moral Code Core product ensuring technology is designed inclusively, developed morally, and deployed in ways that protect humans. Currently in pre-launch phase with email signup for notification.
- AIXA Intuitive personal AI assistant that helps users decode 'tech speak' by providing quick answers via SMS to common and obscure tech questions. Uses AI to process voice and text inputs, accessible via Twilio SMS and Microsoft Bot Framework integration.
- Policyfetch Intelligent software platform enabling people 65+ and people with disabilities to shop for Medicare plans in their area by speaking with a licensed agent. AI-powered platform approved by CMS with compliance for HIPAA, CCPA, and CMS guidelines.
- PB&JANE Unlimited UI/UX design subscription service providing on-demand access to UX research, wireframing, prototyping, usability testing, branding, and UI development. Rebranded from a boutique agency to a scalable subscription model.
Quantifiable outcome
- 350+ creative marketing ads created for Policyfetch campaign
- +3 more outcomes
Companies that use Moral
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles6 records
Moral technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability12 records
Feature3 records
Moral partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
Moral competitors and assessment
Company assessmentDirect peers
- IDEO: Globally recognized design and innovation consulting firm. IDEO is a direct peer as both firms monetize human-centered design, UX research, and ethical/inclusive product development for enterprise clients.
- Work & Co: Digital product agency delivering end-to-end design, engineering, and brand work for enterprise clients. Closely comparable to Moral Agency's full-service consulting model and selected enterprise roster (Chase, CMS).
- Huge: Design and technology agency with deep enterprise experience. Comparable to Moral across UX design, AI-enabled experiences, and digital transformation for regulated industries.
- Ustwo: Digital product studio combining design, engineering, and product strategy. Comparable to Moral as a productized studio offering ethical, human-centered digital products and AI-driven experiences.
- frog design: Design and transformation consultancy serving global enterprises. Directly comparable to Moral's Moral Agency line: UX design, software development, and AI-enabled experience transformation for large clients.
Broad incumbents
- ThoughtWorks: Large global technology consultancy specializing in software engineering, design, and digital transformation. Comparable to Moral Agency on a much larger scale, particularly for enterprise AI and platform work.
- Publicis Sapient: Global digital transformation consultancy within the Publicis network. Comparable to Moral's enterprise digital transformation, AI, and customer experience offerings, but at vastly greater scale.
- Deloitte Digital: Big Four-affiliated digital, design, and AI consulting practice. Comparable to Moral's regulated-vertical (healthcare, financial services) and ethical-tech positioning, but with deeper enterprise reach and capital.
Emerging players
- Elephant: B Corp-certified design agency focused on ethical, sustainable, and inclusive work. Comparable to Moral's positioning in ethical/inclusive tech design with a mission-driven, smaller studio profile.
- Credo AI: AI governance and compliance platform helping enterprises operationalize responsible AI. Comparable to Moral's Inclusive AI Practice and the regulatory readiness angle of the Moral ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Moral social profiles
Digital presenceMoral compliance and trust
Trust signalCompliance3 records
Moral financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moral leadership team
Management profileNumber of profiles
Profiles13 records
Moral funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moral 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 Moral
What does Moral do?
Moral is a full-service technology consulting firm that delivers inclusive, ethical digital products and services spanning UX design, software development, AI, digital marketing, experience transformation, and business identity. The firm operates a proprietary MORAL design process combining research, UX design, visual design, and marketing/PR launch phases, delivered by culturally competent international teams. In parallel, it offers educational curricula (Moral Compass) for individuals and corporations in ethical design, and standalone AI-driven products including a Medicare plan comparison platform and a SMS-based tech Q&A assistant.
Is Moral a public or private company?
Moral is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moral founded?
Moral was founded in 2001. It employs 11 to 50 people.
Where is Moral based?
Moral is headquartered in Indianapolis, United States, in the North America region.
How does Moral make money?
Two revenue lines are on record. Technology Consulting Services are the primary driver. The others are education Programs (Moral Compass).
Who are Moral's main competitors?
Direct peers on record are IDEO, Work & Co, Huge, Ustwo and frog design. Broad incumbents are ThoughtWorks, Publicis Sapient and Deloitte Digital. Emerging players are Elephant and Credo AI.
Does Moral have an API?
No public API is recorded for Moral.
What industry is Moral in?
Moral's product category is Technology Consulting Services. Its primary akta.pro industry code is HDAAAMAE, Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001), with a secondary code of HDAAAMAH, Human Oversight, Review & Content Moderation Tooling. Its NAICS code is 5416 and its SIC code is 7372.