Codal

Codal is a global digital product agency founded in 2009 (originally as CMScentral, rebranded in 2013) with 270+ employees across Chicago, Toronto, Lincoln, and Ahmedabad. The company works across strategy, design, and engineering for enterprise clients in healthcare, retail, manufacturing, financial services, and other verticals. Their stated focus is end-to-end work: from discovery and product strategy through design and technical delivery. Leadership includes CEO Keval Baxi and COO Matt Gierut as co-founders.

Services and capabilities

Codeal's service lineup spans three broad areas. Strategy includes product strategy and roadmapping, AI strategy, technical due diligence for investments, and commerce strategy. They use design thinking as a methodology and offer experience research to uncover user behavior and business needs.

Design covers experience design, product design, service design (journey mapping and service blueprinting), and brand and visual design. Their service design work explicitly maps frontstage and backstage operations—they visualize dependencies between people, systems, and processes to surface internal blockers and optimization opportunities. The company also offers design research, interview-based discovery, and workflow analysis.

Engineering and commerce includes custom platform development, content management systems (Shopify, BigCommerce, Contentful, WordPress), cloud infrastructure on AWS, artificial intelligence, data science, quality assurance, and managed services. On the commerce side, Codal emphasizes conversion rate optimization (CRO), technical SEO, and pre-built eCommerce accelerators. They work with headless architectures and custom integrations.

Notable work

Codeal's case studies cite specific outcomes. For Origin USA (retail), they drove "$3.31M in additional sales and SEO market dominance." They migrated Children's Health to a headless CMS. They revamped the backend system for Cost Plus Drugs to streamline operations and boost prescription fulfillment. For a financial services client, they simplified compliance for 1.8 million clients. They built an advisorship portal with revamped UX/UI for a social impact organization. Other named or described work includes platforms for Simple Online Healthcare's global expansion, a B2B distributor's eCommerce experience, logistics and supply chain apps for Shopify merchants, and a data management dashboard for a healthcare company.

The case study filter shows 36 total projects across their portfolio, with heaviest concentration in retail and consumer goods (15 projects) and healthcare (8 projects). Platform breakdown shows 14 projects on Shopify, 6 on BigCommerce, and 4 on Contentful.

How they work

For service design specifically, Codal follows a four-phase process: research (interviews, employee shadowing, workflow analysis), insight (surfacing breakdowns and patterns), strategy (defining roadmap and priorities), and action (supporting implementation). They describe themselves as collaborating closely to implement change, turning "siloed operations into connected systems that scale." On the broader engagement front, the company claims 24/7 support and operates across time zones (offices in North America, UK, and India). Specific pricing or contract terms are not mentioned in the source material.

Team and credentials

Codeal has 270+ global experts. Founders: Keval Baxi (CEO) and Matt Gierut (COO). Leadership also includes Stephen Yi (Managing Director of Product & Engineering), Joe Comins (Director of Strategy, eCommerce), Rahul Yadav (Director of Product Innovation), Britt Davidson (Director of Product Strategy with 13 years in product management), and Danny Goyal (Executive VP of Global Operations based in Ahmedabad). The company describes a "people-first culture" emphasizing continuous learning and earned expertise. No specific certifications (ISO, SOC 2, GDPR compliance badges) are mentioned in the source. They note partnerships with Shopify, BigCommerce, AWS, Contentful, Builder.io, WordPress, and Saleor. No Clutch, G2, or third-party review ratings appear in the material.