The partnership isn’t just a badge. It’s a signal that what. has the platform expertise, the certified knowledge, and the track record to help clients build marketing systems that actually perform.

What the Mailchimp Pro Partner status actually means

The Mailchimp Pro Partner designation is the highest tier in the Mailchimp partner programme. To reach it, an agency needs to hold Mailchimp Academy certifications – covering platform foundations, email automation and/or email marketing – and demonstrate consistent, advanced work across client accounts.

In practice, that means what. AG can now support clients with:

• Marketing automation and personalised customer journeys
• Advanced audience segmentation and behavioural targeting
• CRM integration and data synchronisation
• Performance reporting and campaign optimisation

It also unlocks direct access to Mailchimp partner managers, priority support, and early access to new platform features. For clients, that translates to faster problem-solving and better results.

Who are we?

Founded in 2015, what. AG is a Swiss digital agency that helps organisations transform their marketing through strategy, creative, and performance. The team combines marketing technology, data, and design to drive measurable business growth.

The focus has always been on building marketing systems that scale – not one-off campaigns, but structured approaches that connect the right message to the right audience at the right time. The Mailchimp Pro Partner status fits directly into that philosophy.

Why marketing automation is worth taking seriously

Email marketing has shifted significantly. The days of blasting a newsletter to your entire list and hoping for the best are largely over – at least for organisations that want to grow efficiently.

Today, the most effective email programmes run on automation. That means welcome sequences that onboard new leads, re-engagement flows that win back dormant customers, and triggered messages that respond to real behaviour – not just a calendar date.

This kind of digital marketing automation allows organisations to personalise communication at scale, nurture leads over time, and free up their team from repetitive manual tasks. The result is a marketing engine that runs in the background and consistently delivers.

Mailchimp is a strong platform for exactly this – particularly for small to mid-sized organisations that want robust automation without the complexity of enterprise-level tools. But getting the most out of it requires knowing the platform well. That’s where certified expertise makes a real difference.

What this means for organisations in Switzerland

Switzerland doesn’t have a shortage of agencies that claim to “do Mailchimp.” What’s rarer is certified platform expertise combined with strategic thinking about how email fits into a broader growth model.

As a Mailchimp Pro Partner, what. can help clients move from basic newsletter sends to fully integrated marketing programmes – connected to CRM data, segmented by behaviour, and measured properly. Whether you’re starting from scratch or trying to improve an existing setup, the gap between “email goes out” and “email drives revenue” is usually a strategic one, not a technical one.

If you’re unsure where your current marketing stands, a growth strategy assessment is a good place to start.

What comes next

Data-driven marketing and automation aren’t going anywhere. If anything, the expectations from customers – and the tools available to meet them – are getting more sophisticated every year.

what.’s goal is straightforward: help organisations turn Mailchimp from a sending tool into a long-term growth engine. That means smarter segmentation, better automation, and marketing that’s actually connected to business outcomes.

If that’s something your organisation needs, we’d love to talk.

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What is the WCAG 2.1 AA standard?

The WCAG 2.1 AA guidelines (Web Content Accessibility Guidelines) define European standards for digital accessibility. Their goal is to make websites, apps, and digital content usable for people with visual, hearing, motor, or cognitive impairments.

The WCAG guidelines are based on four core principles: content must be perceivable, operable, understandable, and robust. Conformance level AA is considered the legally relevant minimum standard for companies and public authorities. It ensures that digital services are not only technically accessible but also practically usable.

The 4 pillars of digital accessibility (POUR)

Explicit sanctions and legal ramifications for non-compliance

Since 28 June 2025, digital services in the EU must be implemented accessibly – otherwise, stricter enforcement mechanisms and sanctions apply. Non-compliance can have significant financial consequences. In addition, authorities and competitors are increasingly monitoring adherence to these requirements.

Non-compliance may result in:

• Fines in the five-figure range: National authorities can impose administrative penalties, often ranging between €5,000 and €20,000, depending on the severity of the violation and the size of the company.
• Daily fines for ongoing violations: If a company does not remove accessibility barriers promptly, daily fines of up to around €1,000 may be applied to encourage swift updates.
• Short-term corrective measures: Authorities are empowered to issue correction orders or deadlines for removing accessibility barriers. Late fixes under time pressure are usually significantly more expensive than a structured, proactive implementation.
• Restrictions on sales and usage: For persistent violations, authorities may restrict or block the sale or provision of non-accessible digital products or services within the EU.
• Legal claims and warnings: In addition to government sanctions, civil claims or warning letters from competitors, user groups, or associations are possible if accessibility barriers remain.
• Reputational damage: Beyond financial penalties, a lack of accessibility can lead to loss of trust, negative media coverage, and decreased customer loyalty.

Which companies are affected by the WCAG guidelines?

The requirements for digital accessibility affect far more companies than is often assumed:

• Online shops
• Banks and financial service providers
• Telecommunications companies
• Streaming and e-book platforms
• Online ticketing services
• Websites of public authorities and companies with a public mandate

Exemptions only apply to micro-enterprises with fewer than 10 employees or an annual turnover below €2 million. For all others, WCAG compliance is mandatory.

WCAG checklist: Key points to consider

The following WCAG checklist highlights the elements that need to be checked – but in practice, it is often very complex to implement all requirements correctly. Errors can occur in design, front-end, and content creation. Without experience or professional support, important criteria can easily be overlooked, such as hidden barriers in interactive elements or PDFs that are not correctly structured.

A professional WCAG audit ensures that all points are systematically assessed and prioritised. This not only minimises legal risks but also significantly improves user-friendliness.

Advantages of a WCAG audit

A WCAG audit offers far more than mere compliance. In addition to meeting legal requirements, digital accessibility delivers measurable business value and strengthens the quality, reach, and trustworthiness of digital services over the long term.

• Minimising legal and financial risks: A structured WCAG audit reduces the risk of warnings, lawsuits, and regulatory sanctions. Legal requirements are implemented early to help avoid ongoing fines for non-compliance.
• Positive impact on SEO and technical performance: Digital accessibility promotes clean, semantic code, clear site structures, and alternative content. These factors help search engines index content effectively, which leads to measurable improvements in visibility and rankings.
• Higher conversion rates: Accessible digital services are easier to understand and use. This results in longer session durations, lower bounce rates, and better performance across all user groups.
• Strengthening brand, trust, and credibility: Accessible content positions companies as socially responsible and inclusive, enhancing trust among customers, partners, and public-sector clients.
• Effective follow-up to relaunches, redesigns, or SEO projects: An audit prevents existing or new websites and digital products from violating current or new accessibility requirements – particularly valuable as a follow-up after technical or design updates.
• Continuous monitoring and maintenance: Regular re-audits ensure accessibility is maintained for new content, system updates, or design changes. This helps establish stable, long-term compliance and quality standards.

what. – WCAG 2.1 AA audits for digital accessibility

what. helps companies implement digital accessibility efficiently and in full compliance with the WCAG 2.1 AA guidelines.

Technical UX assessment

Our WCAG audit combines automated tools with manual checks performed by experienced accessibility experts. We not only assess technical compliance but also specifically analyse the actual usability for people with impairments. This approach ensures that both formal and practical barriers are reliably identified.

Our services:

• Manual testing (keyboard navigation, screen reader compatibility)
• Automated testing tools (e.g., axe, WAVE, Lighthouse)
• Testing on mobile devices and desktop
• Review of PDF and document content (if relevant)

Compliance report

Companies receive a clearly structured report with prioritisation based on risk and relevance. All deviations from the WCAG 2.1 AA guidelines are documented transparently and assessed from a legal perspective.

Our services:

• Assessment based on WCAG 2.1 AA
• Evaluation of technical implementation

Implementation recommendations

what. provides concrete, actionable milestones for developers, designers, and content teams. The focus is on efficient implementation without unnecessary rework or system disruptions.

Our services:

• Prioritised actions with estimated effort
• Design guidance (e.g., contrast, layout, interactive elements)

Accessibility statement

Based on the results, what. produces a legally compliant accessibility statement that meets statutory requirements and provides transparency for users and authorities.

Our services:

• Legal details (developed in collaboration with our partners)
• Customisable client template

Our clients receive a full compliance report, prioritised recommendations, and a legally compliant accessibility statement – all measures are implemented by our team. what. reduces legal risks, enhances user experience, and makes your digital services accessible to everyone. REQUEST A QUOTE

Frequently asked questions about digital accessibility & WCAG 2.1 AA compliance

What is digital accessibility?

Digital accessibility means that websites, apps, and digital content are accessible to all users, regardless of physical or sensory impairments. This includes, among others, people with visual impairments, users with motor limitations, or individuals with cognitive disabilities.

Which organisations are subject to WCAG 2.1 AA compliance?

The requirements of WCAG 2.1 AA and the European Accessibility Act (EAA) apply to all companies offering digital products or services in the EU, including foreign businesses. Only very small companies with minimal annual turnover are exempt.

When do the new WCAG guidelines apply?

WCAG 2.1 AA compliance has been mandatory for digital services in the EU since 28 June 2025. From this date, companies must ensure their websites, apps, and digital platforms are compliant. Early implementation through audits and structured measures is strongly recommended to avoid fines, legal warnings, and reputational damage.

Which content must be accessible?

Accessibility applies to all digital content and features that users interact with, including:

• Websites and online shops
• Mobile apps
• PDFs, Word, or Excel documents
• Interactive elements such as forms, tables, or booking processes
• Multimedia content (images, videos, audio)
• Email communications and other digital customer services

What is the typical duration of a WCAG audit with what.?

Initial audit: 8 to 16 hours for smaller websites (up to 20 pages), 24 to 40 hours for large, multilingual websites.

Implementation of corrections: The duration depends on complexity and the CMS used (e.g., WordPress, Shopify, Payload) and typically ranges from 4 to 16 hours.

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We’ve acquired acquiring Pulsify Innovation Consultancy and its client portfolio, a respected local marketing & Web3 consultancy. This marks our entry into one of the world’s most dynamic and forward-thinking markets. As part of this acquisition, we’re welcoming Liwaa Chehayeb, Pulsify’s Founder and CEO, to the what. leadership team. Liwaa has taken on the role of Head of our Dubai business unit and will spearhead our growth and development efforts in the region.

Why the UAE (and Middle East)?

Our decision to expand to the region was driven by the following factors: 

Thriving SME ecosystem: The Middle Eastern region boasts a robust small and medium-sized enterprise sector, which creates a perfect alignment with our core mission of guiding SMEs in their digital evolution.

Innovation Hub: The UAE’s strong focus on advanced sectors like fintech, e-commerce, and smart cities provides a great platform to showcase our expertise.  Not only will keep us at the leading edge of digital innovation, but will also enable us to deliver the latest trends and technologies to our clients.

Global Business Nexus: Dubai’s position as an international business hub offers unparalleled exposure to diverse markets and business practices. This multicultural environment will enhance our ability to develop globally relevant, tailored solutions for our clients operating across various markets.

Expanding to the UAE is a natural and strategic step for us. We introduce our proven methodology to create a powerful synergy between Swiss precision and the ‘think big’ spirit of the UAE businesses. Our mission is clear: to be the catalyst that propels SMEs on both sides of this bridge to digital growth.

Luke Szkudlarek

Founding partner

What’s in it for our clients?

Global reach and expertise

Our presence in Dubai provides our clients with a strategic gateway to Middle Eastern, Asian, and African markets. By combining our Swiss precision and efficiency with new multicultural insights, we can offer more nuanced, diverse strategies for businesses operating across borders.

Cutting-edge innovation and tailored solutions 

Our commitment to providing cutting-edge solutions remains as strong as ever. Our multi-market presence will allow us to test innovative approaches in diverse business environments, quickly identify best practices, and rapidly implement improvements across regions. 

Access to new markets and opportunities

European SMEs can now leverage our expertise to enter the dynamic Middle Eastern market, while Middle Eastern businesses can utilise our services to expand into Europe. This two-way bridge opens up new growth opportunities, allowing our clients to tap into previously unexplored markets with the confidence of having a knowledgeable partner on both sides.

The local presence and relationships are key to business success in the region. This acquisition allows what. AG to be close to the clients currently serviced, while adapting to the local culture and requirements. I’m personally excited about this opportunity to join forces and boost our consultancy by world-class resources and experience that what. brings.

Liwaa Chehayeb

Head of Dubai Unit

what.’s next: High-performance innovation for SMEs

This expansion into the UAE marks a significant milestone on our journey. It’s not just about geographical growth; it’s about expanding our capabilities and expertise, and enhancing our ability to serve SMEs in an increasingly global marketplace.

We remain the consultancy that executes: an active partner who works alongside our clients to turn their digital ambitions into tangible business growth. We’ll keep delivering high-speed results with real-world impact, which are underpinned by transparent collaboration and constant evolvement of our craft.

As we embark on this exciting new chapter, we invite you to join us. Whether you’re a European company looking to expand into the Middle East, a Middle Eastern business eyeing European markets, or simply an SME wanting to stay ahead in the digital realm, we’re here to guide you every step of the way.

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We have acquired the Shopify portfolio and assets from eCommercify AB, a distinguished Shopify agency known for its expert e-commerce solutions. This includes the rollout of international stores such as Zimmerli, Lush (lush.ch), Rohner Socks, Maison Mollerus, and Sponser Sportnahrungsmittel. 

With this acquisition, we have become the largest Shopify agency in Switzerland.

A strategic move to strengthen the e-commerce capabilities

This expansion comes at a pivotal time as digital commerce continues to grow in importance. eCommercify has been a prominent player in the Swiss e-commerce industry for almost a decade. Their track record speaks for itself, having launched hundreds of online shops and served over 300 satisfied customers.

What this means for what.

With this acquisition, we have broadened our portfolio and strengthened our e-commerce offerings. Specifically, this acquisition:

• Expands our Shopify expertise and resources: We are introducing five Shopify experts to the what. team, with Jörn Fischer as Head of Shopify leading our new Shopify unit. For those asking What does Shopify do? and wondering whether it’s the right choice to switch to Shopify, you can explore our guide article.
  
• Strengthens our market position: This acquisition positions us as the largest Shopify consultancy in Switzerland and one of the leading ones in DACH. We’re setting new standards in the e-commerce space and promising greater scalability for our clients’ projects.

What this means for the eCommercify clients

As part of what., the eCommercify clients can expect the highest level of our service. They can tap into our combined expertise and end-to-end service offerings. 

This means we can handle everything from initial strategy and targeted advertising campaigns to final execution and ongoing optimization. The clients can also utilise our digital product development capabilities to develop proprietary solutions for improved operations and customer interactions.

Joining what. marks a thrilling new chapter. We’re set to transform the Swiss e-commerce landscape by bringing more innovative and pragmatic solutions that will set new standards and upset legacy players. I’m excited about modernising Swiss e-commerce.

Jörn Fischer

Founder and CEO of eCommercify, now Head of Shopify at what.

Looking ahead

These are exciting times. This acquisition, closely followed by the acquiring of Onebyte in December 2023, underscores our commitment to being Swiss’ leading digital agency and signals our readiness to welcome new expansion opportunities. 

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Following the recent expansion of the management team, this move demonstrates our growth aspirations. We have a positive outlook on the integration of the Onebyte team and on future perspectives for team members. We are thrilled to welcome Onebyte AG into the what. family.

This strategic acquisition not only enhances our capabilities in Shopify and WordPress development but also opens doors to new opportunities and synergies. We deeply respect the talent and dedication of the Onebyte team, and together, we look forward to scaling new heights and become the leading digital agency in Switzerland.

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With the promotion of Leandra Waeber and Pascal Schmid, the management team is growing to four partners. Leandra’s and Pascal’s promotion reflects their exceptional dedication and contributions to the company. In addition to the two new partners, Kelly Stafford has been promoted to the Chief of Staff role and will join the management team. Their diverse skills and relentless drive make them a significant force behind the future growth. 

Together with Marcus I’m excited for the future. The new team underscores our commitment to expand our portfolio by bringing proven startup and growth methodologies to more Swiss companies. We are poised for even greater heights with this expanded leadership team.

Growth isn’t just a goal; it’s a mindset. I’m delighted that we could scale our team with our homegrown talent. Leandra, Pascal and Kelly provide the additional power that will help us lead and transform more Swiss companies by equipping them with the tools and strategies they need to thrive.

Leandra Waeber, Partner, said: “I’m delighted about the opportunity to step up to the new role and further expand my responsibilities and scope. This new role provides even more leverage for my personal and professional growth. I also see tremendous opportunities for the future in service digitalisation and product development. Our commitment to innovative digital solutions will continue transforming businesses and opening new horizons for our clients.”

New partner profiles

Leandra Waeber, Makers Team Lead | Junior Partner

Leandra brings over a decade of experience in marketing and project management to the team. Her notable achievements include a pivotal role in the successful 2018 rebranding and market launch of an international cosmetic brand in Germany. With a track record of over 50 web project successes, Leandra is dedicated to helping others bring their digital ideas to life. Leandra excels in structured, process-driven projects, where her dedication to delivering quality work on time shines. Her fearless attitude, coupled with a passion for innovation and learning, make her an invaluable resource in marketing, project management, and digital product development. Marketing Manager EMC.

Pascal Schmid, Growth Team Lead | Junior Partner

Pascal has over 10+ years of experience in digital marketing especially search and social marketing (sales & lead generation), Pascal is the leading growth manager for the most challenging scale-up projects worldwide but also with a focus in the DACH region. He applies his deep knowledge of marketing channels to systematically identify new insights to improve campaign performance over time. Being passionate about growth and business, he constantly researches new strategies, growth hacks and creative concepts to power future results. 5m+ media budget invested for clients increasing daily. Master in Business Administration and Engineering, Constance University of Applied Sciences.

Kelly Stafford, Chief of Staff

Kelly has a background in digital marketing spanning 10+ years, helping international companies with their go to market strategies. Specialising in marketing and CRM automation, and with a strong belief in efficiency and productivity, Kelly now focuses on helping to achieve operational excellence at what., supporting the company to achieve their internal goals and growth plans. First Class BA (Hons) in Business and Marketing,  MBA in Business Administration and Management.

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