Moral

Technology Consulting Serviceswearemoral.co

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

Ethical technology consulting
Inclusive UX design
Software development services
Ethical AI practice
Design thinking certification

Where Moral is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Moral technology and API

Technology

Technology 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 signal

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Moral competitors and assessment

Company assessment

Direct 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 compliance and trust

Trust signal

Compliance3 records

Moral financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Moral leadership team

Management profile

Number of profiles

Profiles13 records

Moral funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Moral M&A and investment

M&A and investment

M&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?

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.