It's tomorrow AS

What It's tomorrow AS does

It's tomorrow AS is a boutique Norwegian mobility consultancy founded in 2021 and headquartered in Oslo (Mesh co-working space, Tordenskjoldsgate 2). The firm provides strategic and operational advisory to Norwegian municipalities, government agencies, mobility operators, and property developers, covering area solutions, pedestrian and cycling infrastructure, public transit efficiency, parking, shared mobility business models, and policy instruments for limiting car use. Revenue is generated through fee-for-service consulting engagements, delivered by assembling bespoke project teams drawn from a partner network that includes Multiconsult, Nordic+, Ducky, Kogenta, Telia, and TØI. Client acquisition is driven by direct professional networking, referrals, thought leadership (LinkedIn, podcasts, reports), and industry events rather than any product-led motion.

The firm's distinctive offering is the Forus-modellen, a proprietary, test-based mobility planning framework developed with Forus Næringspark and Ducky that integrates real-time travel data from Ducky, Kogenta, and Telia to enable ongoing measurement of intervention effects. It also produces research reports, including a rail investment social-value study co-authored with TØI for Vy (October 2022) and a national micromobility indicators report co-developed with Multiconsult for Statens vegvesen. The three-person core team is led by Arne Lindelien (Managing Director & Partner; 20-year operator of Bilkollektivet) and Bernt Sverre Mehammer (Board Chair & Partner; social economist with Storting and Finance Ministry experience), with Andrine Gran as Mobility Specialist.

The company is privately held, Norwegian-domiciled, founder/partner-owned with no disclosed external funding, and operates as a sales-led consultancy. Customer concentration is high, anchored by a small set of large public-sector and institutional clients (Oslo kommune, Trondheim, Stavanger, Statens vegvesen, Forus Næringspark, Vy, Bilkollektivet), and the firm is a signatory of Oslo kommune's Klimakontrakten.

Name

It's tomorrow AS

Legal name

It’s tomorrow AS

Website

https://itstomorrow.no

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

It's tomorrow AS is a Norwegian mobility consultancy founded in 2021 that provides strategic and operational advisory to municipalities, government agencies, and property developers on sustainable transportation, using its proprietary Forus-modellen data-driven planning framework and an assembled partner network.

Ownership category

akta.pro rank

Product category

Mobility Consulting Services

NAICS

Other Support Activities for Transportation (4889), Support Activities for Transportation (488), Other Transit and Ground Passenger Transportation (48599)

SIC

Transportation Services (4700), Services-Computer Integrated Systems Design (7373)

akta.pro industry

PRIMARYBPAHAKAF

Transportation & Infrastructure Planning

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Architecture, Design & Planning Services

SECONDARYBPAIACAM

Local Transportation, Parking & Mobility Administration

Business & Public Services/Public Sector & Government Administration/Local/Municipal Government Administration

SECONDARYTHALANAI

Corporate Mobility & Ground Transport Management

Travel & Hospitality/Travel Technology & Distribution Services/Corporate Travel Solutions

Keywords

• Mobility consulting services
• Sustainable transportation planning
• Urban mobility advisory
• Shared mobility strategy
• Zero emission zones

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Mobility Consulting: The company provides strategic and operational advisory services on mobility topics including area solutions, walking and cycling facilitation, public transit efficiency, parking solutions, shared mobility business models, integration of transit and shared mobility, and measures to limit car use. Engagements range from feasibility studies and mobility plans to project management from conception through implementation. Revenue is generated through fee-for-service consulting engagements commissioned by public and private sector clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

It's tomorrow AS is a Norwegian mobility consultancy that identifies improvements in mobility systems and assembles cross-disciplinary teams to implement them. The firm provides strategic and operational advisory on area solutions, walking and cycling infrastructure, public transit efficiency, parking, shared mobility business models, and policy instruments to limit car use. It also develops data-driven mobility planning frameworks, including the Forus-modellen, and produces research reports on rail investment valuation and micromobility indicators for public- and private-sector clients.

Product overview

It's tomorrow AS is a mobility consultancy firm offering strategic and operational advisory services rather than a unified software product. The core offering includes strategic mobility planning advisory covering land-use solutions, pedestrian and cycling infrastructure, public transit, parking solutions, shared mobility business models, and policy instruments. The company has developed the Forus-modellen methodology for data-driven, test-based mobility planning at business parks. Additionally, the company produces research reports on topics such as socioeconomic analysis of railway investments and national micromobility indicators. The company operates as a consultancy without a SaaS platform, APIs, or AI-powered products.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Mobility Advisory Strategic and operational consulting services for municipalities, government bodies, mobility operators, and property developers covering area solutions, pedestrian and cycling infrastructure, efficient public transit, parking solutions, shared mobility business models, and policy instruments for limiting car use; engagements range from feasibility studies and mobility plans to project management from conception through implementation.
• Forus-modellen Mobility Planning Framework An innovative, test-based mobility planning framework developed for Forus Næringspark that enables identification of areas for effective measures, implementation of changes, and scaling of successful solutions in close collaboration with employees and the local community, integrated with a comprehensive data model of travels to and from the area for ongoing measurement of intervention effects.
• Railway Investment Social Value Report Research report analyzing the systematic undervaluation of rail investments in Norwegian socioeconomic analyses, co-authored with TØI on commission from Vy, examining agglomeration effects, area gains, and other factors difficult to quantify that disproportionately affect rail-versus-road project comparisons.
• Micromobility Indicators Report National indicators report for micromobility developed with Multiconsult on commission from Statens vegvesen (Norwegian Public Roads Administration), providing the methodological basis for national regulatory development on e-scooters and other micro-vehicles.

Quantifiable outcome

• Forus Næringspark (Norway's largest business park with 45,000 employed) aims for zero traffic growth through the Forus-modellen developed with It’s tomorrow.
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• DuckycoreTechnology or Integration · 1 April 2024Ducky provides data used in the Forus-modellen mobility planning framework. Their data on travel patterns is integrated with data from Kogenta and Telia to generate comprehensive insights into climate and travel patterns for the Forus Næringspark project, enabling real-time monitoring of mobility behaviors and intervention effects.
• KogentacoreTechnology or Integration · 1 April 2024Kogenta provides data integrated into the Forus-modellen, combining with data from Ducky and Telia to create a comprehensive data model for travel patterns and climate impact in the Forus Næringspark area.
• TeliacoreTechnology or Integration · 1 April 2024Telia provides mobility data integrated into the Forus-modellen, combining with data from Ducky and Kogenta to support data-driven mobility planning and intervention measurement for Forus Næringspark.
• Forus NæringsparkcoreStrategic or Co-development Partner · 1 April 2024Forus Næringspark (Norway's largest business park, jointly owned by Stavanger, Sandnes, and Sola municipalities) partnered with It’s tomorrow and Ducky to develop the Forus-modellen — an innovative, test-based mobility plan. It’s tomorrow is developing a detailed mobility plan for the park with 45,000 employees, aiming to achieve zero traffic growth and support Stavanger's net-zero commitments.
• MulticonsultcoreStrategic or Co-development Partner · 13 April 2023Multiconsult is a key strategic partner for It’s tomorrow on major mobility consulting projects. They collaborated on a Nordic+ webinar on Zero Emission Zones (April 2023) and jointly assisted Norwegian Net Zero Cities (Oslo, Trondheim, Stavanger) in investigating zero emission zones. They also co-authored a report on micromobility indicators for Statens vegvesen. Multiconsult provides engineering and consulting depth complementing It’s tomorrow's strategic mobility expertise.
• Nordic+ (ITS Nordic+)coreStrategic or Co-development Partner · 13 April 2023ITS Nordic+ is a collaboration platform for Nordic ITS (Intelligent Transport Systems) organizations. It’s tomorrow co-organized a webinar with Nordic+ and Multiconsult on April 13, 2023, titled 'Zero emission cities', aimed at sharing insights with other Nordic cities on achieving emission-free transport by 2030. The webinar was in English with Scandinavian language support.
• Oslo kommune (Oslo Municipality)coreStrategic or Co-development Partner · 28 September 2021It’s tomorrow signed Oslo kommune's Klimakontrakten (Climate Contract) on September 28, 2022, joining the city's climate network and committing to help Oslo achieve its climate goals. The company has also been commissioned by Oslo to investigate Zero Emission Zones and participated in mobility planning workshops alongside Ruter, car sharing, e-scooter, and real estate actors.
• TØI (Transportøkonomisk institutt)coreStrategic or Co-development PartnerTØI (Institute of Transport Economics) collaborated with It’s tomorrow on a report commissioned by Vy, titled 'Systematisk undervurdert? Samfunnsnytte av baneinvesteringer' (October 2022). Bernt Sverre Mehammer from It’s tomorrow and Askill Harkjerr Halse from TØI co-authored the report examining factors that lead to systematic underestimation of social value of rail investments compared to road investments.
• BilkollektivetminorStrategic or Co-development PartnerBilkollektivet (Norway's leading car sharing company, formerly where Arne Lindelien served as Managing Director for 20 years) collaborates with It’s tomorrow on events and thought leadership about transitioning from private fossil fuel cars to shared electric cars. Arne's deep operational experience building Bilkollektivet informs the partnership.
• Statens vegvesen (Norwegian Public Roads Administration)coreImplementation/ SI/ Consulting PartnerStatens vegvesen commissioned It’s tomorrow (with Multiconsult) to produce a report on national indicators for micromobility — a basis for regulatory development on e-scooters and other micro-vehicles in Norway. This represents direct engagement with national regulatory authority on mobility policy.
• Vy (Norwegian rail operator)minorImplementation/ SI/ Consulting PartnerVy commissioned It’s tomorrow and TØI to produce a report on the social value of rail investments, examining why rail projects are systematically undervalued in cost-benefit analyses compared to road investments.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AECOM: Global infrastructure consulting firm with a transport and mobility practice serving Nordic public-sector clients. Competes for large-scale mobility and climate-strategy mandates where It's tomorrow currently partners with Multiconsult, representing a broader-incumbent alternative.
• Sweco: Nordic-headquartered engineering and design consultancy with deep mobility, transport planning, and urban-sustainability capabilities. Active across Norway and the Nordics on sustainable mobility, public transit, and city climate programs, serving as a large incumbent alternative to It's tomorrow.
• COWI: Danish engineering and infrastructure consultancy with a Nordic transport and mobility planning practice. Pursues similar urban mobility, climate, and public-sector engagements across the Nordics and competes with It's tomorrow for cross-border Nordic mobility mandates.
• AtkinsRéalis (Atkins): Global engineering and project-management consultancy with a transport strategy and mobility practice that engages European public-sector clients on urban mobility, decarbonization, and policy. Comparable to It's tomorrow at the strategy and policy end, but operating at global scale.
• Rambøll (Ramboll): Global engineering, architecture, and consultancy with a substantial Nordic mobility and urban-sustainability practice. Competes for the same Norwegian and Nordic municipal mobility, climate, and zero-emission-zone mandates, but at much greater scale and broader service scope.
• WSP: Global professional services firm with a significant Norwegian and Nordic presence in transport planning, mobility, and urban development. Competes for the same municipal and national mobility mandates It's tomorrow pursues, with a broader portfolio and global delivery capacity.

Direct peers

• Steer: Independent transport strategy and consulting firm with deep experience in mobility policy, public transit, shared mobility, and urban planning for cities and operators. Closely comparable to It's tomorrow in offering high-end advisory across the same mobility-policy topics, though with global scale.
• Multiconsult: Leading Norwegian engineering and consulting firm with a dedicated mobility and urban-development practice. Multiconsult is simultaneously It's tomorrow's most important strategic partner (co-delivering Statens vegvesen and Zero Emission Zone engagements) and its most direct domestic competitor for Norwegian municipal mobility mandates.
• Asplan Viak: Norwegian planning, architecture, and engineering consultancy with a strong mobility, transport, and urban-planning practice serving municipalities, government agencies, and developers across Norway. Comparable boutique-to-mid-scale competitor for Norwegian mobility planning and area-development mandates.

Emerging players

• Civity Management Consultants: European management consultancy focused on mobility, transport, and public-sector transformation with active engagements across the Nordics. Comparable to It's tomorrow in serving public-sector clients on sustainable mobility strategy, though with a larger footprint across Germany and the Netherlands.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/it-s-tomorrow-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 It's tomorrow AS