Gaga: behavioural design agency
Gaga is een behavioural design / service design agency. Ze lossen moeilijke problemen op door in te spelen op gedrag en mogelijke veranderingen daarin.
The content of this factsheet is in Dutch.
Gaga bestaat sinds 2019 en profileert zich als ux- & designstudio uit Londerzeel. Er werken ongeveer 5 mensen, uitgedrukt in voltijdse equivalenten. Ze werken rond ux/ui design, strategie en branding & identiteit. Sectorieel richt het bureau zich vooral op overheid/publieke sector, onderwijs, pharma en retail/foodservice. Namen die publiek aan dit bureau gelinkt worden: FOD Justitie, Vlaamse overheid, huisvandeMens Brussel en Open Vld.
Solving wicked problems
Gaga is een behavioural design / service design agency. Ze lossen moeilijke problemen op door in te spelen op gedrag en mogelijke veranderingen daarin.
Dat doen ze op dit moment met 7 VTE’s:
- 2 behavioural designers
- 1 designer
- 1 social media manager
- 2 project managers
1 content creator (junior PM/SM-manager)
Wat ze niet doen: websites bouwen, branding.
Zelf omschrijven ze hun cultuur met volgende trefwoorden: hecht, vertrouwen, vrij.
Referentieklanten: FOD Justitie, Vlaanderen Digitaal, VUB, Sprimoglass, Tapeservice, Roche (pharma), Renowindow, Burger King
Voorbeelden: Sue, Growth Inc.
Werken graag complementair samen met: Forever After
Ondernemingsnummer: 0865.581.478
Gemiddelde klantgrootte: 60k
How this agency makes money
Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.
Can the agency take a hit
Buffer, cash position and payment behaviour side by side, so you can see where they disagree.
Signals and strengths
Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.
Continuity
Points to ask about- Low value-added coverage · 31 Dec 2025 · NBBEvery euro of payroll generates less than 95 cents of added value. That happens in a build-up year, with a lot of subcontracting, or under pressure on rates. Ask what explains it here.
- Loss-making year · 31 Dec 2025 · NBBOne financial year closed at a loss. The size is not shown here: it can be a few thousand euros, a one-off settlement, or a deliberate investment. Ask the agency what was behind it.
- Sharp drop in equity · 31 Dec 2025 · NBBThe financial reserve shrank by more than 30% over two financial years. A dividend, buying out a partner and a loss-making year all look the same here. Ask which of the three it was.
What this agency does well
- Strong buffer: 6,5 months of payroll in equity
- Equity was earned, not injected (reserves 14,4× the capital contributed)
All the figures
Reference material, not a starting point. Expand it if you want to read the series yourself.
5 financial years, 2021 to 2025Result, staff and balance sheet
| 2021 | 2022 | 2023 | 2024 | 2025 | |
|---|---|---|---|---|---|
| Result | |||||
| Gross margin | € 210.874 | € 299.470+42% | € 513.501+71,5% | € 409.989-20,2% | € 97.859-76,1% |
| EBITDA | € 50.224 | € 76.419 | € 235.964 | € 135.201 | € -145.013 |
| EBITDA margin | 23,8% | 25,5% | 46% | 33% | - |
| Staff | |||||
| FTE | 3,3 | 4,5+36,4% | 4,7+4,4% | 5,1+8,5% | 4,5-11,8% |
| Gross margin per FTE | € 63.901 | € 66.549 | € 109.256 | € 80.390 | € 21.746 |
| Payroll cost per FTE | € 41.305 | € 45.437 | € 51.864 | € 46.385 | € 50.385 |
| Balance sheet | |||||
| Equity | € 138.197 | € 136.542 | € 254.620 | € 316.578 | € 122.093 |
| Cash | € 14.993 | € 5.457 | € 186 | € 100.506 | € 5.759 |
| Liquidity ratio | 1,15 | 0,96 | 1,29 | 1,88 | 0,93 |
Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.
What this factsheet does not know
- How good the work is. Figures do not measure creativity, strategy or chemistry.
- How the client portfolio is spread. Concentration is not in the accounts.
- Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
- The figures cover financial year 2025, filed on 28/07/2026. At a fast-moving agency reality today may differ.
Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 2 Nov 2026. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.
What the agency actually does 4 services
Sector focus
Public sector & government
Publicly known clients
Based on IKAg research and public sources. Incomplete or outdated? Let us know.
Seniors or juniors?
Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.
- 47% women
- 53% men
Will your team stay?
Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.
Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2025: the last year for which nearly all accounts have been filed.
Frequently asked questions about Gaga
- When was Gaga founded?
- In 2019.
- Where is Gaga located?
- In Londerzeel, Belgium.
- What is Gaga specialised in?
- Brand strategy & positioning, Marketing strategy, Brand identity & design, Website strategy & UX, Behavioural design, Communicatie.
- How big is Gaga?
- Around 5 full-time equivalents (financial year 2025).
- Which sectors does Gaga work for?
- Education & training, Public sector & non-profit, Retail & e-commerce, Healthcare & pharma.
- Who are the clients of Gaga?
- Among others FOD Justitie, Vlaanderen Digitaal, VUB, Sprimoglass, Tapeservice, Roche (pharma), Renowindow, Burger King.
Figures from the annual accounts up to financial year 2025. Company details checked against the CBE register on 2026-10-13.