Rotageek

What Rotageek does

Rotageek is an AI-powered workforce management platform that targets multi-site organisations with 400 or more employees, with a primary focus on the UK retail sector and secondary presence in hospitality, entertainment and leisure, healthcare, and care homes. The company was co-founded in 2006 by two medical doctors and a technologist to solve rota challenges in an Accident and Emergency department, was formally incorporated in 2012 as Rota Geek Limited, and is headquartered in Horsham with sales offices in London and Melbourne.

The platform is delivered as a cloud-native, modular SaaS solution built on Microsoft Azure and AWS infrastructure. The core product, Digital Scheduling, replaces spreadsheet-based rota planning with an intuitive drag-and-drop interface. This is augmented by add-on modules including Forecasting (machine-learning-driven demand prediction in 15-minute increments using historical sales, transactions, orders, and timestamped data), Labour Modelling (what-if scenario planning to align staffing with finance and operations), Auto Scheduling (AI-driven schedule generation that balances demand, skills, labour laws, and employee preferences), and AI Insights (natural language querying of workforce data). A mobile application for iOS and Android supports employee self-service for shift swapping, leave management, and clocking. The platform exposes a public API (publicapi.rotageek.com) and integrates with HR systems (HiBob, ELMO), payroll (Zellis, SFTP flat file), BI warehouses, and hardware such as Grosvenor GT4 contactless clocks.

Rotageek monetises through annual SaaS subscriptions priced on a quote basis tailored to organisation size, number of locations, and feature requirements. Distribution is sales-led via direct enterprise field sales in the UK and Australia using a structured three-step engagement (initial call, discovery session, personalised demo). Named customers include The Entertainer, William Hill, The Midcounties Co-operative, Lush, and Thorpe Park. The company is venture-backed, having raised approximately £13 million+ across multiple rounds since 2014 from investors including Mobeus Equity Partners, Calculus Capital, Gresham House Ventures, and VentureFounders. It holds ISO 27001 and ISO 9001 certifications and reports a turnover range of £3-5 million with a headcount of approximately 40-50 employees.

Name

Rotageek

Legal name

Rota Geek Limited

Website

https://rotageek.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotageek is an AI-powered workforce management platform serving multi-site enterprises with 400+ employees across UK retail, hospitality, healthcare, entertainment, and care homes. Its cloud platform combines ML-driven demand forecasting, automated scheduling, and natural language analytics to optimise labour deployment and reduce administrative workload.

Ownership category

akta.pro rank

Product category

Workforce Management Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Workforce Management & Scheduling (BPACAPAI)

akta.pro secondary industry

Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ)

Keywords

• Workforce management software
• Employee scheduling platform
• Demand forecasting software
• AI rota planning
• Shift scheduling SaaS

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Rotageek operates on a SaaS subscription model, providing cloud-based workforce management and scheduling software as a service. Pricing is quote-based and tailored to organisation size and requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Rotageek sells an AI-powered, cloud-based workforce management platform that combines digital scheduling, machine-learning demand forecasting in 15-minute increments, automated rota generation, labour modelling, and natural-language AI insights. The platform is sold as a SaaS subscription to multi-site organisations with 400+ employees across retail, hospitality, healthcare, entertainment and care home verticals, with an employee-facing mobile app for shift swaps, leave requests, and clocking.

Product overview

Rotageek is an AI-powered workforce management platform built as a unified platform-plus-modules architecture for multi-site organizations with 400+ employees. The core platform is Digital Scheduling, which provides cloud-based rota planning with drag-and-drop functionality. This is augmented by add-on modules including Forecasting (ML-based demand prediction in 15-minute increments), Labour Modelling (scenario planning and staffing optimization), Auto Scheduling (AI-driven automated schedule generation), and AI Insights (natural language querying for workforce analytics). The Employee Mobile App serves as the employee-facing interface for schedule visibility, shift swapping, leave requests, and clocking. A partnership with ELMO UK Solutions extends the platform with connected HR functionality. The platform integrates with HR systems, payroll solutions, BI warehouses, and communication platforms via APIs and flat file exchange.

Differentiator

Problem solved

Functional benefit

Brands

• AI Insights: AI-powered workforce insights allowing natural language queries for instant, actionable answers without BI backlogs.
• Auto Scheduling
• Digital Scheduling
• Forecasting
• Labour Modelling

Products and services

• Digital Scheduling Cloud-based workforce management solution that replaces manual spreadsheets with an intuitive drag-and-drop rota planning interface for managers of multi-site organisations.
• Forecasting Predictive analytics add-on module that uses machine learning and historical sales, transaction, and footfall data to forecast labour demand in 15-minute increments.
• Labour Modelling Add-on module that transforms demand data into precise staffing requirements, with what-if scenario testing to align finance and operations around a single labour plan.
• Auto Scheduling AI-driven add-on module that automatically generates optimised, compliant, fair shift schedules in seconds, balancing staff preferences, skills, contracted hours and labour laws.
• AI Insights Add-on module that lets users ask workforce questions in natural language and receive instant, AI-backed answers and analytics without needing BI report backlogs.
• HR powered by ELMO Partner add-on module combining Rotageek scheduling with ELMO UK Solutions HR software, providing a connected workforce platform for UK customers.

Quantifiable outcome

• 13% weekly savings on overtime spend and labour costs
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability6 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• HiBobcoreTechnology or Integration · 1 April 2026HiBob HR integration enables direct sync of employee data into Rotageek, keeping people records consistent, reducing manual uploads, and ensuring new starters and leavers flow through automatically.
• ELMOcoreTechnology or Integration · 1 January 2024Strategic partnership with ELMO UK Solutions providing a connected workforce platform linking demand forecasting, intelligent scheduling, time and attendance, and people management into a single seamless flow for UK businesses.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Quinyx: European-origin WFM platform with AI-driven scheduling, demand forecasting, and labor optimization. Targets similar frontline-heavy verticals (retail, hospitality, healthcare) with a comparable platform-plus-modules architecture.
• Deputy: AI-powered workforce management and scheduling SaaS targeting multi-site retail, hospitality, and healthcare. Closest direct competitor to Rotageek in customer profile, AI-led forecasting, and mid-market/enterprise go-to-market.
• Planday: Workforce management SaaS (now part of Xero) focused on shift planning, scheduling, and time tracking for multi-site hourly workforces. Direct competitor in the European mid-market WFM space.
• Shiftbase: European WFM SaaS offering scheduling, time tracking, and absence management for frontline workforces. Comparable in scale, vertical mix, and SaaS-only delivery model to Rotageek.
• WorkJam: Digital frontline workplace platform combining scheduling, task management, and employee communication for retail and hospitality. Closely overlaps Rotageek's retail vertical and mobile-employee UX.

Broad incumbents

• UKG (Kronos): One of the largest HCM and workforce management incumbents globally, serving enterprise customers across the same verticals Rotageek targets. Represents the dominant competitive threat at the high end of Rotageek's addressable market.
• Workday: Enterprise HCM and adaptive planning platform with embedded workforce scheduling capabilities. Competes for the same large enterprise deals where Rotageek sells, typically as part of a broader HCM consolidation conversation.
• Dayforce (Ceridian): Global HCM platform with native WFM, payroll, and talent modules. Increasingly competes for mid-market and enterprise deals where Rotageek's prospective customers seek bundled HCM+WFM.
• Zebra Technologies (Reflexis): Owns the Reflexis WFM and task-management suite widely deployed in retail — Rotageek's primary vertical. A core incumbent competitor in retail store execution and labor optimization.

Emerging players

• When I Work: Shift scheduling and team communication platform focused on hourly workforces in retail, hospitality, and healthcare. Overlaps with Rotageek on SMB/lower-mid-market scheduling use cases but with a less AI-centric product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rotageek
• Xx.com/Rotageek

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds8 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rotageek