Count full-time equivalents, not the faces on the team page. That gap is systematically large at agencies, and it is almost never bad faith: freelancers, interns, part-timers and people who left last year appear on a website but not in a social balance sheet.
Where the real figure sits
In the social balance sheet of the filed annual accounts, free at the National Bank. It shows the average number of full-time equivalents over the financial year, plus arrivals and departures. IKAg's factsheets carry that figure per agency, with the financial year attached.
Note: those figures are older than the website. Accounts for 2024 are filed during 2025, so you are always reading a photograph from a year earlier.
Why the figure alone is not enough
An agency of thirty can have twenty-five people on one large client. What you want to know is not how big the agency is, but how much of it is available to you.
So ask three things:
- How many people work on the largest client?
- How many people would be on my account, and how many other clients do they carry?
- How much of the work is outsourced, and to whom?
That third answer often explains the gap between the team page and the balance sheet, and it is not a problem as long as you know who touches your work.
One pitfall with larger names
Some agencies consist of several companies. If you look at only one company number, you read a fraction of the whole. IKAg's factsheets roll those companies up into one agency and only add up full-time equivalents. Revenue and gross margin are deliberately not added: companies within one group invoice each other, and then the sum is not a sum.
See also: how big the average agency is and who works at an agency.