2024 – The Year of the AI Copilot
A Self-Fulfilling Prophecy
In the late 1970s, under President Jimmy Carter, America faced stagflation. Every day, the media reinforced a bleak narrative: the economy was sluggish, businesses were struggling, and interest rates were sky-high. This mindset became self-fulfilling—people stopped believing in recovery and, in turn, stopped acting like it was possible.
Parallels to 2023 are striking. We started the year trapped in a cycle of uncertainty, with market hesitations and delayed decisions slowing us down. Some struggles were external, but many were self-inflicted. We doubted, second-guessed, and ultimately, our own expectations shaped the outcome. Looking back, 2023 became the toughest year in Nimble history.
2024 – A Shift in Mindset
Then came a change. Just as Ronald Reagan shifted America’s narrative to optimism, we transformed our approach. We decided to go all in on AI—the once-in-our-studios-lifetime technology paradigm shift that is AI—, moving faster and acting with conviction. We believed in our own success story, and as a result, 2024 became a breakthrough year rather than just a recovery.
Instead of resisting change and clinging to old habits, we adapted. This transformative decision allowed us to go all-in on our unique value proposition as a boutique studio: being nimble. It’s about always staying one chapter ahead—moving faster, thinking sharper, and building smarter—because in digital, the only way to win is to outmaneuver, not outsize. This shift in mindset made all the difference.
How we’re embracing AI today
AI became an integral part of our workflows, seamlessly embedded in our daily operations. It became so natural that it was difficult to distinguish where AI wasn’t involved.
By the end of the year, we had "hired" a suite of AI copilots, including ChatGPT, GitHub Copilot, NotebookLM, Claude, Lovable and V0. We also experimented with emerging tools like Devin, Coderabbit, Guidde, Lindy, and UseAdrenaline. Each of these tools enhanced our productivity, making our processes smarter and more efficient.
In real-world applications, the impact was undeniable. One of our product managers, Zoë built a working prototype for Proximus in just 45 minutes, leveraging V0 and creative prompt engineering. In engineering, some developers accepted 278 lines of AI-generated code in a single day, accounting for an astonishing 46.33% of total code written.
Beyond technical applications, AI supported our strategic and sales efforts. Nearly 50% of strategic track slides were generated with a mix of Claude, OpenAI, and V0. AI also assisted in pre-sales activities, while in marketing, it helped to change the way we out-teach the competition, enhancing our content and engagement strategies. Meanwhile, in HR, it streamlined the hiring funnel by generating candidate summaries and job descriptions.
Reflecting on 2024: People, Impact, and Return
Seven years ago, when we started Nimble, we were asked a simple yet fundamental question: "Why do you even want to start a company?" Our answer became the foundation of everything we do. We wanted to create a company built on three key pillars: People, Impact, and Return.
These principles have guided us from day one and continue to shape every major decision. They define our culture, our strategy, and our vision for the future.
For us as founders, it has always been about surrounding ourselves with a team of like-minded A-players—people who share our ambition, creativity, and drive. That’s why People has always been our first and foremost pillar.
2024 was a year of bouncing back. 2025 is a year of accelerating forward. So, how did we fare across our three guiding pillars? Let’s take a closer look.
People
Our team grew significantly, with new hires making immediate contributions. To give some examples, Zoë redefined healthcare product management, while Jasper refined our strategic approach to drastically increase the value coming out of our discovery tracks, making the transition into delivery more seamless, thereby enhancing the upsell potential of partnerships like CM. Meanwhile, Emiel emerged as both an AI specialist and a DevSecOps expert, balancing technical expertise with hands-on full-stack engineering.
We also celebrated team milestones, recognizing long-term contributors. Wout, our Design Lead, reached his five-year anniversary and became a Partner. Tine, with six years at Nimble, enforced her commitment to grow into the People Lead role. And Julie, who has been with us for five years, has massively grown into a Finance and Ops powerhouse, shaping the backbone of our operational efficiency and financial strategy. Our culture remained strong, reinforced by the most fun team trip we've ever had and initiatives that strengthened our bonds beyond work.
Impact
Our rebrand positioned us for the future and helped us share our renewed commitment to our clients to always be one step ahead in the world of digital, culminating in NimbleFest, our first digital acceleration festival. We went all-in on structural partnerships, ensuring that our collaborations went beyond individual projects to create long-term value. Some of our key cases this year truly reflect this shift. From transforming hospital experiences with AZMM V4.0 and V5.0, to enabling 300,000+ hours of smarter EV charging with Blossom, and turning Batibouw into a year-round digital assistant, we demonstrated how digital innovation can reshape industries. Our work with Vanbreda Risk and Benefits enhanced accessibility for 450k+ users, while the our new partnership with a Belgian mutuality set a new benchmark in preventive healthcare for 4.7M Belgians. These cases represent more than just technological progress—they embody our commitment to creating meaningful impact at scale, in line with our vision: Improving quality of life for the many people.
Return
Financially, 2024 marked a turning point. Our revenue and margins grew significantly from 2023 to 2025, reflecting the impact of optimized efficiency and AI-driven productivity. Revenue attributed to our new AI horizontal surged, signaling a successful positioning and offering, now already contributing 10% of total revenue. Next to that, our focus on structural partnerships over the past years definitely paid off, with 75% of our revenue coming from existing clients and 25% from new clients, fueling further growth..
Looking Forward to 2025 – The Year of Agentic Experiences
At Nimble, we have always been about designing tomorrow’s experiences today. In 2025, we take this vision further with Agentic Experiences—proactive, autonomous systems that simplify and enhance user interactions.
The Big Shift
For years, our technology has been rather reactive—waiting for us to initiate every action, from setting reminders to searching for information. This lack of proactivity and autonomy has limited the potential of our interactions with machines. The evolution from old systems to agentic systems represents a fundamental shift in digital interaction. Where old systems are reactive, agentic systems take initiative; autonomously driving better, more intuitive user experiences by anticipating needs and taking meaningful actions on our behalf. With Agentic AI, systems evolve from passive tools to proactive partners. They anticipate our needs, make informed decisions, and collaborate autonomously to simplify our lives.
At its core, an agent leverages an AI model, has access to tools, and possesses memory—enabling it to operate independently and improve over time. For example, in healthcare, an agent could act as a personalized digital care assistant, monitoring a patient's health data, predicting potential risks, and proactively suggesting tailored interventions to the clinician.
That’s where Agentic Experiences come in. Built on the foundation of proactive AI, they transform digital interactions from manual, effort-intensive tasks into seamless, intelligent workflows. By anticipating needs and taking action autonomously, Agentic Experiences eliminate friction and unlock new levels of efficiency and convenience. These aren’t just about advanced AI or complex workflows—they’re about creating simpler, smarter, and easier ways for people to get things done.
But what makes this truly revolutionary is the emergence of swarms of specialized agents that communicate with each other, orchestrating themselves to take the best possible decisions for end users. This interconnected intelligence moves beyond isolated automation to collaborative problem-solving, where multiple AI agents dynamically interact, share insights, and adapt in real-time to optimize outcomes.
The real outcome? Things will become easier.
Easier to stay healthy.
Easier to manage your finances.
Easier to plan your day.
Easier to travel.
Easier to get things done.
Winners & Losers
Looking at industry shifts, the past has shown winners and losers. Companies that embraced mobile technology early (like KBC) thrived (link to their performance), while those that lagged behind (like Fortis back in the days) are still struggling to catch up. A similar paradigm shift is happening now with AI-driven agentic experiences, and we are leading the charge with some frontrunners in the industry, like Engie, Proximus and Helan.
Our Capabilities
We are proving our Studio leadership by massively investing in AI R&D. Our technical expertise is evident, with AI revolutionizing digital strategy, design, and engineering. But what truly sets us apart is that we are not just theorizing about the future—we are one of the few builders with actual live agentic experiences, used by thousands. This is our real competitive edge: we are learning faster than anyone else. And in this "marketplace of extreme uncertainty, whoever learns fastest, wins" (Eric Ries).
This is all built on the first principle of our digital product studio—that we are always one step ahead of the market simply because we are more committed than ever to being more Nimble than everyone else.
Looking Forward: People, Impact, and Return
As we move into 2025, our guiding compass—People, Impact, and Return—remains the foundation of everything we do. Just as it has shaped our past successes, it will define the way we push forward. Our AI-driven evolution isn’t just about technology; it’s about the people who make it happen, the impact we create for our clients and users, and the return that sustains our mission. Each of our key initiatives for 2025 ties directly back to these principles, ensuring that we stay true to our vision while accelerating growth and innovation.
People
In 2025, we are expanding our leadership team with a new Engineering, People, and Strategy Lead. For some of these roles, we are incredibly proud that some of our most experienced Nimblies have been vocal about their ambitions within the studio and want to step up their game to become part of the leadership team. For others, we are still in the process of finding our perfect match—so if you're an engineering leader looking to shape the future of AI-driven product development, consider this your invitation to join us!
We are growing the team further, hiring full-stack engineers, product managers, and business developers. However, we are more mindful than ever, ensuring that we only hire when there is a solid need—aligning every addition to the team with our strategic priorities and long-term vision.
Investments in R&D and Learning will be simplified and prioritized even more, with 60 dedicated R&D days and a €20,000 budget for skill development. Our R&D initiatives will become an even more balanced blend of top-down needs and bottom-up opportunities, ensuring that we harness both strategic direction and grassroots innovation to push our (AI) expertise even further.
Next to that, we’re staying true to our core value of having fun along the way—whether it’s through some cool new office perks, our much-anticipated beach team trip, or our ongoing focus on fun and healthy initiatives like weekly personal training sessions and massages. A thriving team is a happy team, and we’re making sure our journey is as enjoyable as it is impactful.
Impact
Our ambitious goal is to grow from 4.7M MAU to 8.7MAU across all the digital experiences we touch. Following the exponential impact we've seen over the past seven years of our digital product studio, we aim high—this growth is our north star metric, reflecting both our ambition and the real-world value we create.
With the launch of Nimble AI as a sub-brand, we will reinforce our position at the forefront of AI-driven experiences. At the same time, we aim to improve how we communicate these breakthroughs to the market and out-teach the competition—ensuring that our vision of agentic experiences is not just understood but embraced.
We are expanding NimbleFest, our very own digital acceleration festival, aiming for 200+ participants. After the success of last year, we want to facilitate an even bigger gathering of digital deciders—especially in times like these, where staying ahead of the curve requires collective insights, bold moves, and a shared vision for the future of digital innovation.
As some of our digital experiences mature, and with healthcare being one of our key verticals, they require an even more stringent security approach to protect users and ensure compliance. This is why we are in the process of obtaining our ISO27001 certification—further reinforcing our commitment to delivering secure, reliable, and future-proof digital solutions..
Because of the massive investment in R&D, we are leveraging AI in every part of our way of working to drastically increase the value vs. effort (or cost) even more, making our processes not just smarter but significantly more impactful.
These initiatives represent our continued commitment to staying ahead in AI, transforming not just how we work, but how we help our partners innovate and thrive in an AI-driven world.
Return
We've never been in a stronger financial position, especially after some more difficult years, with over 60% of our revenue target already signed for 2025 (!). This ensures a solid foundation to further expand our AI ambitions and drive sustained growth.
Financial projections remain strong, with revenue expected to increase by 25%. We want to grow AI-driven revenue from 10% to 25%, reinforcing our investment in AI as a core pillar of our Studio's strategy.
Final Thoughts: Leading the Charge
The future isn’t about waiting—it’s about building. In an era of rapid transformation, we recognize that those who act decisively will shape the future. That’s why we’re not just keeping pace with change—we’re driving it forward. We are not just leveraging AI; we are redefining how products are created, how businesses operate, and how people interact with technology.
As we step into 2025, the question isn’t if agentic experiences will define the next era of digital interaction—it’s how quickly we make them a reality. At Nimble, we are leading the way.
Let’s build the future—today.