Whatagraph
Whatagraph is an AI-powered marketing intelligence platform that unifies 65+ data sources through a governed data hub, serving over 1,000 digital marketing agencies and in-house marketing teams with automated reporting, AI-driven insights, and white-label client deliverables.
- Company typePrivate
- Founded2015
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Whatagraph does
Whatagraph B.V. is a Netherlands-based, venture-backed SaaS company founded in 2015 that operates an AI-powered marketing intelligence platform primarily serving digital marketing agencies and in-house marketing teams. The platform unifies data from 65+ native integrations across paid advertising, social media, SEO, e-commerce, email, CRM, and BI/analytics sources through a centralized Whatagraph Data Hub that normalizes, cleanses, and transforms raw channel data into a governed foundation supporting custom metrics, custom dimensions, source groups, and cross-channel blends. On top of this data layer, Whatagraph delivers automated white-label reporting, multi-client workspaces, and an AI stack (Whatagraph IQ, Whatagraph IQ+, and Whatagraph MCP) that enables natural-language report generation, conversational data queries, and external AI agent access via the Model Context Protocol.
The business operates a tiered subscription model priced in EUR with annual billing: a free-forever tier (5 source credits), Go at €199/month (20 credits), Max at €699/month (50+ credits), and a custom-priced Prime tier (100+ credits) that adds enterprise features such as SAML SSO, Public API, BigQuery export, and tailored onboarding. Go-to-market blends product-led growth (free tier and 14-day Max trial with no credit card) with sales-assisted enterprise motions (demos, dedicated Customer Success Managers, Enterprise SLA), supported by an SEO-driven content engine including comparison pages against Looker Studio, Supermetrics, Funnel.io, AgencyAnalytics, and ~10 other competitors. The company serves 1,000+ agencies and brands including Ticketmaster, Havas, McCann, Lactogal, Rentable, and Maatwerk Online, with operational presence in both the Netherlands and the United States. Cumulative disclosed funding totals approximately $10 million across seven rounds since 2015, with the most recent being a $7.2 million Series A led by LitCapital in October 2021; the absence of subsequent priced rounds is consistent with cash-flow funded operations rather than burn-driven growth. Compliance posture includes ISO/IEC 27001:2022, GDPR, SOC 2 Type II readiness, EU data hosting, and AES 256 encryption.
Whatagraph firmographics
Firmographics- Name
- Whatagraph
- Legal name
- Whatagraph B.V.
- Website
- https://whatagraph.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Whatagraph is an AI-powered marketing intelligence platform that unifies 65+ data sources through a governed data hub, serving over 1,000 digital marketing agencies and in-house marketing teams with automated reporting, AI-driven insights, and white-label client deliverables.
- Ownership category
- akta.pro rank
Whatagraph industry classification
Industry- Product category
- Marketing Intelligence / Marketing Reporting Software
- NAICS
- Information (51)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights) (HDAEAMAD)
Keywords
Where Whatagraph is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Whatagraph business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans (SaaS): Tiered subscription model with four plans: Free (forever with 5 source credits), Go (€199/month annually, 20 credits), Max (€699/month annually, 50+ credits), and Prime (custom annual, 100+ credits). Revenue is recurring and scales with the number of connected data sources and plan tier. Upsell occurs as teams grow into higher tiers with more features.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free (forever) - 5 source credits |
| Subscription | Annual | Go - €199/month (billed annually) - 20 source credits |
| Subscription | Annual | Max - €699/month (billed annually) - 50+ source credits |
| Subscription | Annual | Prime - Custom billed annually - 100+ source credits |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Whatagraph product offering
Product offeringCore offering
Whatagraph is an AI-powered marketing intelligence platform that automatically pulls data from 65+ digital marketing channels (paid ads, social, SEO, analytics, e-commerce, email, CRM) and turns it into automated visual reports, dashboards, and AI-driven insights. Its core product combines a governed data hub that normalizes cross-channel metrics with Whatagraph IQ generative AI for report creation and natural language queries, plus Whatagraph MCP for connecting the unified data to external AI assistants.
Product overview
Whatagraph is a marketing intelligence platform built for scale, consisting of a core unified platform supplemented by several interconnected modules. The core platform connects 65+ marketing data sources through native integrations and provides automated reporting and AI-driven insights. Whatagraph Data Hub serves as the underlying data management layer, storing and transforming raw data into a governed foundation using custom metrics, custom dimensions, source groups, and cross-channel data blends. Whatagraph IQ is the in-platform AI assistant (available in standard and IQ+ tiers) that generates reports, widgets, and plain-language summaries from natural language prompts. Whatagraph MCP connects the governed data hub to external AI tools such as Claude and ChatGPT via the Model Context Protocol. The platform offers specialized solutions for agencies, e-commerce businesses, and multi-location/global operators, and includes a library of pre-built reporting templates, free marketing calculators, and an AI Playbook for Agencies. Pricing is organized into three tiers: Free (5 source credits), Go (199 EUR/month, 20 credits), Max (699 EUR/month, 50+ credits), and Prime (custom pricing, 100+ credits).
Differentiator
Problem solved
Functional benefit
Brands
- Whatagraph Data Hub: Data engine that stores, cleans, and transforms marketing data with AI built in.
- Whatagraph MCP
- Whatagraph IQ
Products and services
- Whatagraph (Core Platform) AI-powered marketing intelligence platform that connects and standardizes data from 65+ marketing sources, enabling agencies and in-house marketing teams to create automated reports, dashboards, and AI-driven insights without SQL or engineering support. Sold as a tiered SaaS subscription (Free, Go, Max, Prime).
- Whatagraph Data Hub
Quantifiable outcome
- Save 60-100 hours per month on reporting (Maatwerk Online case study: 100 hours/month; Dtch. Digitals: 50% decrease in client churn; Peak Seven: 63 hours/month saved)
- +6 more outcomes
Companies that use Whatagraph
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Whatagraph technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration70 records
AI capability9 records
Feature6 records
Whatagraph partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Whatagraph competitors and assessment
Company assessmentDirect peers
- Databox: BI and dashboarding tool for marketing performance with native connectors to ad platforms, CRMs, and analytics. Competes in the cross-channel reporting and KPI tracking space for agencies and SMBs.
- Supermetrics: Marketing data pipeline and reporting platform that connects ad, analytics, and CRM sources into spreadsheets, Looker Studio, and BI tools. Directly comparable to Whatagraph in target customer (agencies and in-house teams), core integrations (Google, Meta, LinkedIn), and product-led growth approach.
- Funnel.io: Marketing data hub that aggregates cross-channel data into a single source of truth for agencies and brands. Closest direct competitor; Whatagraph publishes explicit 'vs Funnel.io' comparison content and case studies cite 65% cost savings when switching.
- AgencyAnalytics: Reporting and client dashboard platform purpose-built for marketing agencies. Overlapping agency-focused feature set, multi-client workspaces, white-label reporting, and similar pricing tiers.
- DashThis: Automated marketing reporting tool for agencies and in-house teams with cross-channel dashboards, white-label reports, and similar integration breadth.
- Improvado: Marketing data aggregation platform that consolidates data from 200+ sources into warehouses or BI tools, with AI-powered analytics. Comparable in integration breadth and agency/enterprise focus.
- Adverity: Enterprise marketing data integration and analytics platform with strong EMEA presence. Comparable in integration ecosystem, governance features, and enterprise positioning.
- TapClicks: Marketing operations platform combining reporting, workflow, and order management for agencies and media companies. Overlaps on automated reporting and white-label dashboards.
- Klipfolio: Cloud-based dashboarding and reporting tool for marketing and sales metrics with similar cross-channel integration approach. Competes in the same SMB/mid-market agency segment.
Broad incumbents
- Looker Studio: Google's free BI/dashboarding tool widely used by agencies for client reporting. A free incumbent that competes on price, with Supermetrics-style connectors serving as the typical bridge — a constant competitive threat to Whatagraph's paid tiers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Whatagraph social profiles
Digital presenceWhatagraph compliance and trust
Trust signalCompliance5 records
Whatagraph financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whatagraph leadership team
Management profileNumber of profiles
Profiles5 records
Whatagraph funding detail
Funding detailFunding overview
Funding rounds7 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whatagraph 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 Whatagraph
What does Whatagraph do?
Whatagraph is an AI-powered marketing intelligence platform that automatically pulls data from 65+ digital marketing channels (paid ads, social, SEO, analytics, e-commerce, email, CRM) and turns it into automated visual reports, dashboards, and AI-driven insights. Its core product combines a governed data hub that normalizes cross-channel metrics with Whatagraph IQ generative AI for report creation and natural language queries, plus Whatagraph MCP for connecting the unified data to external AI assistants.
Is Whatagraph a public or private company?
Whatagraph is a private company. It is classified as venture growth investor backed and is currently operating.
When was Whatagraph founded?
Whatagraph was founded in 2015. It employs 51 to 100 people.
Where is Whatagraph based?
Whatagraph is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Whatagraph make money?
One revenue line is on record: subscription Plans (SaaS).
Who are Whatagraph's main competitors?
Direct peers on record are Databox, Supermetrics, Funnel.io, AgencyAnalytics, DashThis, Improvado, Adverity, TapClicks and Klipfolio. Looker Studio is listed as a broad incumbent.
Does Whatagraph have an API?
Yes. Public API available as an add-on on the Prime plan. Enables programmatic access for developers to build custom integrations and automate workflows. MCP (Model Context Protocol) server is also available, allowing AI assistants like Claude and ChatGPT to connect directly to Whatagraph's governed data hub, accessing existing integrations, blends, custom metrics, and source groups without duplicate setup. Developer documentation is at mcp.whatagraph.com.
What industry is Whatagraph in?
Whatagraph's product category is Marketing Intelligence / Marketing Reporting Software. Its primary akta.pro industry code is HDAEAMAD, Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights). Its NAICS code is 51 and its SIC code is 7373.