Pasabi
Pasabi is a UK-based Trust & Safety software company that uses AI behavioral analytics, network clustering, and machine learning to detect fake accounts, fake reviews, counterfeit goods, and scams for review platforms, marketplaces, banking & insurance, and social media customers. Founded 2013; acquired by Themis in October 2025.
- Company typePrivate
- Founded2013
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Pasabi does
Pasabi is a UK-based Trust & Safety software company, founded in 2013 and headquartered in Edinburgh, that builds an AI-driven fraud prevention platform for digital platforms. The platform detects and prevents the proliferation of fake accounts, scam activity, counterfeit goods, and fake reviews by combining behavioral analytics, network science (clustering), and machine learning scoring against a proprietary store of reputational data. Pasabi delivers this capability through four specialized detection modules — Fake Account Detection, Fake Review Detection, Counterfeit Goods Detection, and Scam Detection — accessible via a unified platform, complemented by an Ingestion API (OAuth 2.0 authenticated) for data upload and a Webhooks API (HMAC-SHA-256 authenticated) for delivery of risk scores, labels, and recommended actions. Bulk ingestion supports CSV uploads to GCP or AWS cloud storage, and structured data is processed through a formal Actor/Event/Subject data model.
Pasabi serves four primary verticals: review platforms, e-commerce marketplaces, banking & insurance, and social media. Its customer segments are characterized as enterprise and mid-market, with no self-serve or freemium offering; customers book demos and engage with a direct sales team. Pricing is quote-based and subscription-based with annual billing cadence, and no public price list is disclosed. Distribution is enterprise field sales supplemented by content marketing (blog, guides, Trust podcast, email newsletter) and thought leadership around Trust & Safety themes.
The company raised a multi-million-dollar investment from VeUP in June 2023 to fund geographic expansion into the US, UK, and Portugal and to develop new products. In October 2025, Pasabi was acquired by Themis, a financial crime prevention company, and now operates as 'Powered by Themis'. At acquisition the company had 11-50 employees. No financial metrics including revenue, ARR, customer count, or valuation have been publicly disclosed.
Pasabi firmographics
Firmographics- Name
- Pasabi
- Legal name
- Pasabi
- Website
- https://pasabi.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Pasabi is a UK-based Trust & Safety software company that uses AI behavioral analytics, network clustering, and machine learning to detect fake accounts, fake reviews, counterfeit goods, and scams for review platforms, marketplaces, banking & insurance, and social media customers. Founded 2013; acquired by Themis in October 2025.
- Ownership category
- akta.pro rank
Pasabi industry classification
Industry- Product category
- Trust & Safety / Fraud Prevention Software
- NAICS
- Investigation and Personal Background Check Services (561611), Investigation and Security Services (5616)
- SIC
- Services-Detective, Guard & Armored Car Services (7381)
- akta.pro primary industry
- Fraud Investigations & Claims Support (Insurance/Financial) (BPAKAEAD)
Keywords
Where Pasabi is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pasabi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Trust & Safety Platform Subscription: AI-driven fraud prevention platform sold as subscription service to enterprise customers. Customers book demos and integrate via APIs. Pricing likely enterprise/quotes-based given the B2B nature and no public pricing listed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform with custom pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Pasabi product offering
Product offeringCore offering
Pasabi provides an AI-driven Trust & Safety Platform that uses behavioral analytics, network science, and machine learning to detect fake accounts, fake reviews, counterfeit goods, and scams on digital platforms. The platform is offered to enterprises across review platforms, marketplaces, banking & insurance, and social media, and is delivered through API integrations with configurable risk scoring and continuous platform monitoring.
Product overview
Pasabi offers a unified Trust & Safety Platform providing AI-driven fraud prevention, with four specialized detection modules (Fake Account Detection, Fake Review Detection, Counterfeit Goods Detection, and Scam Detection) built on behavioral analytics, network science, and machine learning. The platform is complemented by two developer-facing APIs: the Ingestion API for data ingestion operations and the Webhooks API for delivering analysis results. The detection modules address threats across review platforms, marketplaces, banking and insurance, and social media sectors.
Differentiator
Problem solved
Functional benefit
Products and services
- Trust & Safety Platform AI-driven fraud prevention platform that combines behavioral analytics, network science, and machine learning to detect fake accounts, fake reviews, counterfeit goods, and scams at scale. It is targeted at enterprise customers across review platforms, marketplaces, banking & insurance, and social media.
- Fake Account Detection Detection module that identifies fake accounts used to defraud users and exploit platform reputation, covering threats from romance scams on dating apps to counterfeit products on marketplaces.
- Fake Review Detection Detection module that eliminates fake reviews and identifies businesses using review brokers, analyzing behavioral signals beyond content to assess review authenticity.
- Counterfeit Goods Detection Detection module that identifies and removes counterfeit and fake goods from platforms to deliver safer user experiences and protect consumers from harmful products.
- Scam Detection Detection module that identifies key risk signals from scammers threatening platforms and users, covering romance fraud, investment scams, recruitment scams, and other fraud typologies.
- Ingestion API API for managing data ingestion operations, enabling customers to ingest Actor, Event, and Subject data into the Pasabi platform for analysis. Supports OAuth 2.0 authentication and bulk/real-time data upload.
- Webhooks API API for managing data export operations, providing webhook-based delivery of analysis results including risk scores, labels, and recommended actions for Events, Actors, and Subjects.
Quantifiable outcome
- Fake reviews influencing $152 billion in sales globally in 2021
Companies that use Pasabi
Customer profileSegments4 records
Ideal customer profiles4 records
Pasabi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature6 records
Pasabi partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ThemisflagshipThemis acquired Pasabi to strengthen its efforts in combating AI-driven financial fraud. The acquisition combines Pasabi's Trust & Safety platform with Themis's financial crime prevention solutions. Pasabi now operates as 'Powered by Themis', integrating AI fraud agents with human expertise.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Pasabi competitors and assessment
Company assessmentDirect peers
- Sift: Sift is a digital trust & safety SaaS platform offering AI-based fraud detection, account takeover prevention, and content integrity for marketplaces, fintech, and online communities—directly overlapping with Pasabi's fake account and scam detection modules.
- Arkose Labs: Arkose Labs provides bot detection, account takeover prevention, and fraud protection for digital platforms—directly comparable to Pasabi's fake account detection and platform integrity use cases.
- Resistant AI: Resistant AI offers AI-driven fraud detection and document/identity verification, applying behavioral and document forensics to detect synthetic identities and fraudulent transactions—directly overlapping Pasabi's behavioral analytics approach.
- ActiveFence: ActiveFence is a trust & safety platform that combines AI detection with human expertise to identify harmful content, fraud, and abuse on online platforms—closely aligned with Pasabi's AI fraud agents + human expertise model.
- Ravelin: Ravelin provides fraud detection and prevention for marketplaces, fintech, and online businesses using behavioral analytics and machine learning—directly comparable to Pasabi's marketplace fraud and fake account detection offerings.
- BioCatch: BioCatch applies behavioral biometrics and machine learning to detect fraud and identity theft in digital banking channels—aligned with Pasabi's behavioral analytics and banking/insurance focus.
- Fakespot: Fakespot (acquired by Mozilla) specializes in detecting fake reviews and counterfeit products on e-commerce platforms, directly competing with Pasabi's Fake Review Detection and Counterfeit Goods Detection modules.
- Feedzai: Feedzai is a financial crime detection platform offering transaction monitoring, AML, and scam prevention for banks and fintech—directly comparable to Pasabi's banking & insurance fraud and scam detection modules.
Broad incumbents
- ComplyAdvantage: ComplyAdvantage is an established AML/KYC and financial crime platform serving banks and fintech with broader compliance coverage than Pasabi but overlapping scam and fraud detection capabilities.
Emerging players
- Themis: Themis is the UK-based financial crime prevention firm that acquired Pasabi in October 2025; it now offers Pasabi's fraud monitoring capabilities alongside its own AML/compliance solutions for the financial services sector.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pasabi social profiles
Digital presencePasabi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pasabi leadership team
Management profileNumber of profiles
Profiles3 records
Pasabi funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pasabi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pasabi
What does Pasabi do?
Pasabi provides an AI-driven Trust & Safety Platform that uses behavioral analytics, network science, and machine learning to detect fake accounts, fake reviews, counterfeit goods, and scams on digital platforms. The platform is offered to enterprises across review platforms, marketplaces, banking & insurance, and social media, and is delivered through API integrations with configurable risk scoring and continuous platform monitoring.
Is Pasabi a public or private company?
Pasabi is a private company. It is classified as corporate owned and is currently acquired.
When was Pasabi founded?
Pasabi was founded in 2013. It employs 11 to 50 people.
Where is Pasabi based?
Pasabi is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does Pasabi make money?
One revenue line is on record: trust & Safety Platform Subscription.
Who are Pasabi's main competitors?
Direct peers on record are Sift, Arkose Labs, Resistant AI, ActiveFence, Ravelin, BioCatch, Fakespot and Feedzai. ComplyAdvantage is listed as a broad incumbent. Themis is listed as an emerging player.
Does Pasabi have an API?
Yes. Pasabi offers two APIs: (1) Ingestion API for managing data ingestion operations, supporting OAuth 2.0 client credentials authentication (scope: ingestion-api/read-write), with endpoints for Event management (Find Event by ID, Create/Update Event) and Metadata operations. (2) Webhooks API for managing data export operations, using HMAC-SHA-256 authentication via X-Pasabi-Signature header. Both APIs are documented at docs.pasabi.com. Developer documentation is at docs.pasabi.com.
What industry is Pasabi in?
Pasabi's product category is Trust & Safety / Fraud Prevention Software. Its primary akta.pro industry code is BPAKAEAD, Fraud Investigations & Claims Support (Insurance/Financial). Its NAICS code is 561611 and its SIC code is 7381.