Doberman vs Goji Labs: full comparison for 2026
Quick verdict
Goji Labs (3.9/5) edges ahead of Doberman (3.8/5) overall. Goji Labs is the better choice for Startups, entrepreneurs, nonprofits — strategy-led, accessible pricing. Doberman is the stronger option for Nordic/European enterprises, service design backed by EY network. The right choice depends on your project size, budget, and required tech stack.
Doberman vs Goji Labs: head-to-head summary
| Criterion | Doberman | Goji Labs |
|---|---|---|
| Founded | 1998 | 2014 |
| HQ | Stockholm, Sweden (also Oslo and Copenhagen) | West Hollywood / Los Angeles, CA, USA |
| Team size | 100+ (within EY's global network) | 11–50 |
| Rating | 3.8 / 5 | 3.9 / 5 |
| Primary differentiator | Nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition | A 2025 Inc. 5000 honoree that explicitly serves nonprofits and entrepreneurs, not only funded startups |
| Pricing model | Enterprise consulting engagement (project-based or retainer) | Fixed project, T&M |
| Min. engagement | Not published | $15K (per company website; independently unverifiable) |
| Primary tech stack | Figma, Miro, Adobe Creative Suite | Figma, React, Swift |
| Industries served | Financial services / fintech, Enterprise transformation | EdTech, Financial services / fintech, Healthcare |
Doberman vs Goji Labs: overview
Doberman
Doberman started in Stockholm in 1998 and grew into a 100+ person design and innovation firm with studios in Stockholm, Oslo, and Copenhagen before EY acquired a majority stake, folding it into EY's much larger consulting network. Its client list spans Google, Swedish banks, and public-sector organizations, and Doberman positions itself around service and product innovation rather than pure visual design — helping organizations design new services and customer experiences, not just interfaces.
Goji Labs
David Barlev and Adam Sumner founded Goji Labs in 2014 (one source says 2015), building a strategy-led practice from West Hollywood/Los Angeles with 11–50 employees. The agency made the 2025 Inc. 5000 list and carries 84 Clutch reviews, with deep experience in edtech, fintech, and healthtech. What sets it apart from most boutiques in this roster: Goji explicitly serves nonprofits and individual entrepreneurs, not only venture-funded companies.
Services and capabilities: Doberman vs Goji Labs
| Capability | Doberman | Goji Labs |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✗ | ✓ |
| Mobile development | ✗ | ✓ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Doberman vs Goji Labs
| Framework / platform | Doberman | Goji Labs |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | N/A | N/A |
| React | N/A | ✓ |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | N/A |
| Design systems/Storybook | N/A | N/A |
| After Effects | N/A | N/A |
Pricing comparison: Doberman vs Goji Labs
| Criterion | Doberman | Goji Labs |
|---|---|---|
| Minimum engagement | Not published | $15K (per company website; independently unverifiable) |
| Engagement models | Fixed project, Retainer | Fixed project, Time & materials |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Mid-market | Accessible |
Target audience comparison: Doberman vs Goji Labs
| Dimension | Doberman | Goji Labs |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Financial services / fintech, Enterprise transformation | EdTech, Financial services / fintech, Healthcare |
| Best use cases | Service design for a Nordic bank or public-sector organization, Product innovation engagement backed by a large consulting network | Nonprofit or mission-driven product design, EdTech or healthtech MVP for an early-stage startup |
| Typical project type | Fixed project | Fixed project |
Doberman vs Goji Labs: pros and cons
| Doberman | |
|---|---|
| + | Nearly three decades of continuous operation since 1998, longer than most European boutiques on this list |
| + | Three-city Nordic studio footprint (Stockholm, Oslo, Copenhagen) |
| + | EY's majority-stake backing provides access to a much larger global consulting network |
| + | Client list includes Google alongside major Swedish banks and public-sector organizations |
| - | Majority acquired by EY, so clients are hiring into a large consulting network rather than an independent boutique |
| - | Nordic-centered office footprint may mean less overlap with US or APAC business hours |
| - | Team size figures blend Doberman's own ~100 staff with EY's much larger combined network, making direct capacity comparison harder |
| Goji Labs | |
|---|---|
| + | Independently verified 2025 Inc. 5000 growth recognition |
| + | 84 Clutch reviews provide a substantial independent feedback sample |
| + | Explicitly serves nonprofits and individual entrepreneurs, not only funded startups |
| + | Strategy-led approach pairs product discovery with delivery inside one team |
| - | The 11–50 employee band is smaller than most other boutiques here, limiting capacity for very large programs |
| - | Founding year is disputed between sources (2014 vs. 2015) |
| - | Focus on edtech/fintech/healthtech means less depth for consumer or enterprise-only projects |
Who should choose Doberman?
A typical fit: service design for a Nordic bank or public-sector organization.
Nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition. Minimum engagement starts at Not published. Works best with clients in Financial services / fintech, Enterprise transformation.
Who should choose Goji Labs?
A typical fit: nonprofit or mission-driven product design.
A 2025 Inc. 5000 honoree that explicitly serves nonprofits and entrepreneurs, not only funded startups. Minimum engagement starts at $15K (per company website; independently unverifiable). Works best with clients in EdTech, Financial services / fintech, Healthcare.
Decision matrix: Doberman vs Goji Labs
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | Doberman |
| You need a large dedicated team for an ongoing programme | Check each company's engagement model |
| Your budget is at the lower end | Compare: Doberman (Not published) vs Goji Labs ($15K (per company website; independently unverifiable)) |
| You need specialist depth in a specific vertical | Goji Labs |
| You need staff augmentation or team extension | Neither; consider alternatives that offer staff aug |
| You need consulting before committing to a build | Both may offer discovery engagements |
Use case fit: Doberman vs Goji Labs
| Use case | Doberman fit | Goji Labs fit | Winner |
|---|---|---|---|
| Service design for a Nordic bank or public-sector organization | Strong | Limited | Doberman |
| Product innovation engagement backed by a large consulting network | Strong | Strong | Both equally |
| Nonprofit or mission-driven product design | Limited | Strong | Goji Labs |
| EdTech or healthtech MVP for an early-stage startup | Limited | Strong | Goji Labs |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: Doberman vs Goji Labs
Goji Labs (3.9/5) is the stronger overall choice for most Product Design projects. A 2025 Inc. 5000 honoree that explicitly serves nonprofits and entrepreneurs, not only funded startups.
Doberman (3.8/5) is worth a look if you need product innovation engagement backed by a large consulting network. If your situation matches that, Doberman is a competitive option.
Related comparisons
Doberman vs Goji Labs FAQ
Is Doberman better than Goji Labs?
Goji Labs (3.9/5) scores higher overall, but "better" depends on your use case. Doberman's strongest advantage: nearly three decades of continuous operation since 1998, longer than most European boutiques on this list. Goji Labs's strongest advantage: independently verified 2025 Inc. 5000 growth recognition.
How do Doberman and Goji Labs differ in pricing?
Doberman uses enterprise consulting engagement (project-based or retainer) pricing with a minimum engagement of Not published. Goji Labs uses fixed project, t&m pricing with a minimum engagement of $15K (per company website; independently unverifiable). Neither firm publishes a full rate card; a discovery call is required for project-specific quotes.
Which is better for enterprise: Doberman or Goji Labs?
Goji Labs is the larger team and typically the better enterprise-scale choice. For very large programmes, verify team size and compliance coverage directly with each agency before shortlisting.
What are the main differences between Doberman and Goji Labs?
Doberman's primary differentiator is: nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition. Goji Labs's primary differentiator is: a 2025 Inc. 5000 honoree that explicitly serves nonprofits and entrepreneurs, not only funded startups. They also differ in team size (100+ (within EY's global network) vs 11–50), minimum engagement (Not published vs $15K (per company website; independently unverifiable)), and primary industries served (Financial services / fintech, Enterprise transformation vs EdTech, Financial services / fintech).
Verify all details directly with each agency before making a decision.