Company Profile: Empathy Lab

Background

Overview

Empathy Lab, formerly known as The Reference, is a pioneering digital agency established in 1993 in Ghent, Belgium. Over the past three decades, the company has evolved to become a leader in integrating marketing and technology, delivering impactful digital solutions to a diverse international clientele. In September 2025, the company rebranded to Empathy Lab, reflecting its commitment to empathy-driven innovation and AI-powered digital experiences.

Mission and Vision

Empathy Lab's mission is to redefine digital experiences by merging strategy, creativity, and technology to help international companies achieve measurable business impact. The vision centers on creating personalized, customer-centric digital experiences that foster deep human connections and drive lasting loyalty.

Primary Area of Focus

The agency specializes in delivering comprehensive digital solutions, including web development, digital strategy, e-commerce, online marketing, analytics, CRM and marketing automation, mobile applications, and branding and design. By integrating these services, Empathy Lab accelerates the digital transformation of its clients, turning audiences into lifetime customers.

Industry Significance

As one of the first European web agencies, Empathy Lab has played a pivotal role in shaping the digital landscape. Its innovative approach and long-standing partnerships with industry leaders underscore its significance in the digital marketing and technology sectors.

Key Strategic Focus

Core Objectives

Empathy-Driven Innovation: Placing people at the center to create richer digital experiences that amplify creativity and deepen human connection.

AI Integration: Harnessing AI to tackle complexity and create more personal, customer-centric, and relevant digital experiences.

Sustainable Growth: Building long-term partnerships with clients to deliver scalable and seamless digital experiences.

Specific Areas of Specialization

Next-Gen Marketing: Utilizing advanced marketing technologies and strategies to drive engagement and loyalty.

Omni-Modal Experience: Creating consistent and personalized experiences across various digital touchpoints.

Total Commerce: Developing integrated e-commerce solutions that enhance customer journeys and drive sales.

Generative Loyalty: Implementing strategies that foster long-term customer relationships and brand advocacy.

Intelligent Products: Designing and developing products that leverage data and AI to meet evolving customer needs.

Key Technologies Utilized

AI and Data Analytics: Employing AI agents and data-driven insights to inform decision-making and personalize experiences.

MACH Principles: Adopting Microservices, API-first, Cloud-native, and Headless architecture to ensure flexibility and scalability.

Sitecore Platform: Leveraging Sitecore for content management and digital experience optimization.

Primary Markets Targeted

Empathy Lab serves international clients across various industries, including retail, finance, healthcare, and manufacturing, focusing on organizations seeking to enhance their digital presence and customer engagement.

Financials and Funding

Funding History

Empathy Lab has been part of the international group Emakina since 2007, expanding its international reach. In 2021, the company was acquired by EPAM Systems, a global leader in digital transformation services, enabling further growth and access to a broader range of resources.

Total Funds Raised

Specific details regarding the total funds raised by Empathy Lab are not publicly disclosed.

Notable Investors

Emakina: Acquired Empathy Lab in 2007, enhancing its capabilities in digital marketing and technology.

EPAM Systems: Acquired Empathy Lab in 2021, providing access to a global network and advanced technological resources.

Intended Utilization of Capital

The capital from these acquisitions has been utilized to expand Empathy Lab's service offerings, integrate advanced technologies like AI, and strengthen its position in the global digital solutions market.

Pipeline Development

Key Pipeline Candidates

Empathy Lab is continually developing innovative digital solutions across its specialized areas, focusing on integrating AI and data analytics to enhance customer experiences and drive business growth.

Stages of Development

The company is in the advanced stages of integrating AI-driven solutions across its service offerings, aiming to deliver more personalized and efficient digital experiences.

Target Conditions

Empathy Lab targets organizations seeking to undergo digital transformation, improve customer engagement, and achieve measurable business outcomes through innovative digital solutions.

Anticipated Milestones

The company plans to launch several AI-powered products and services in the coming years, with specific timelines to be announced as development progresses.

Technological Platform and Innovation

Proprietary Technologies

AI Agents: Developed to analyze customer data and provide personalized recommendations.

Data Analytics Tools: Custom-built platforms for real-time data analysis and reporting.

Significant Scientific Methods

Customer-Centric Design Thinking: A methodology focusing on understanding and addressing customer needs to create impactful digital experiences.

Agile Development Practices: Employed to ensure flexibility and responsiveness in project execution.

AI-Driven Capabilities

Empathy Lab leverages AI to enhance personalization, automate processes, and provide data-driven insights, setting it apart in the industry.

Leadership Team

Key Executives

Maarten Bosmans: CEO, leading the strategic direction and growth of Empathy Lab.

Ivo Blomme: Creative Director, overseeing creative initiatives and ensuring alignment with client objectives.

Mieke Nachtergaele: Project Manager, responsible for managing client projects and ensuring timely delivery.

Leen Rosselle: Project Manager, focusing on project execution and client satisfaction.

Jana Baetens: Project Manager, coordinating project teams and resources to meet client needs.

Professional Backgrounds

Maarten Bosmans: With extensive experience in digital marketing and technology, Maarten has been instrumental in driving Empathy Lab's growth and innovation.

Ivo Blomme: A seasoned creative professional, Ivo has led numerous successful campaigns, blending creativity with strategic insights.

Mieke Nachtergaele: Mieke brings a strong background in project management, ensuring efficient execution of complex digital projects.

Leen Rosselle: Leen specializes in client relations and project delivery, maintaining high standards of service.

Jana Baetens: Jana has a proven track record in managing cross-functional teams to deliver exceptional results.

Key Contributions

The leadership team has been pivotal in steering Empathy Lab through significant transformations, including the rebranding and integration of advanced technologies, positioning the company as a leader in empathy-driven digital solutions.

Competitor Profile

Market Insights and Dynamics

The digital agency market is characterized by rapid technological advancements and increasing demand for personalized customer experiences. Companies are investing in AI and data analytics to stay competitive and meet evolving client expectations.

Competitor Analysis

Accenture: A global professional services company offering a broad range of services, including digital, cloud, and security.

Deloitte Consulting: Provides consulting services with a focus on digital transformation and innovation.

IBM Consulting: Offers a wide array of consulting services, emphasizing AI and cloud solutions.

Strategic Collaborations and Partnerships

Empathy Lab's partnership with EPAM Systems enhances its technological capabilities and global reach, enabling the delivery of cutting-edge digital solutions.

Operational Insights

Empathy Lab differentiates itself through its empathy-driven approach, integrating AI to create personalized experiences, setting it apart from competitors focused solely on technology or creativity.

Strategic Opportunities and Future Directions

The company aims to expand its AI-driven offerings, explore new markets, and continue fostering long-term client relationships to drive sustainable growth.