Omni is a news app that provides users with personalized and curated news content. Since its launch in 2013, Omni’s personalized approach helps users stay informed about the topics they care about the most.


Industry News media

Geography Sweden

Impact From start-up to top news service

Omni wanted to reinvent how people consumed news. Lynxeye helped identify the target group, pinpointed its ideal experience and developed a strategy. Omni has since then become one of Sweden’s largest news services.


The constant flow of digital news is seemingly endless and there is one consumer group in particular that loves this, the “news junkies.” One fundamental driver for this group is to get fuel and energy for their own opinions and thoughts. In fact, this is what defines them.

However, in this era, when time is a scarce resource, these consumers want to get a full picture in one place instead, not having to jump between different apps and sites. The founders of Omni recognized this consumer frustration.


Together with Omni, Lynxeye identified the target group’s drivers in a broader context and pinpointed their ideal way of experiencing news. We built a strategy based on these profound insights and Omni now provides an exciting experience where news and perspectives from different hand-picked sources are placed alongside and pitted against each other.

For each story there is a short summarized overview that you can read when you have less time or interest to dive deep. If you want to, you can personalize the way the news mix is presented (e.g. more economics, less sport), according to your preferences. And all of this is of course packaged in a sleek and intuitively designed interface.


  • Consumer insights
  • Strategy


Directly to the top

  • Since its launch in 2013, Omni has gone from a start-up to one of Sweden's largest news services.
  • 700,000 weekly users
  • 300,000 daily users
  • In total, page views surpasses 30 million per week.

An award-winning service

Omni has both been nominated and awarded international awards over the years:

  • Named Sweden's best news service 2020
  • Nominated for the Swedish Design Awards 2020
  • Best Mobile Service at Digital Media Awards Europe 2014


Omni is a success story showing how you can revolutionize the digital news landscape by truly understanding your end-consumer.

Following the strategy review with Lynxeye, Omni increased daily traffic with 25%.