Plaace
Plaace is an Oslo-based AI-driven location-intelligence SaaS platform that aggregates Telia movement data, BankAxept/Nets card-spending data, and Nordic demographics into area, portfolio, and site-selection analytics for retailers, commercial real estate owners, municipalities, and consulting firms across Norway, Sweden, Denmark, and Finland.
- Company typePrivate
- Founded2019
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Plaace does
Plaace AS, headquartered in Oslo at Tordenskiolds gate 2, is a private SaaS company founded in 2019 that operates an AI-driven location-intelligence platform covering Norway, Sweden, Denmark, and Finland. Its core product combines mobile movement data from Telia, card-spending data from BankAxept and Nets (covering approximately 75% of Norwegian debit-card transactions in physical retail), Geodata/SSB demographics, and competitive intelligence across more than 50,000 Nordic retail concepts — surfacing as Area Insights, My Portfolio, customizable Dashboards, and a Site Selection module with weighted features and movement-based heatmaps. Proprietary analytics include the Plaace Fit Score (concept-to-area fit), White Spot Analysis (underserved-area identification), and a Competitive Situation feature with actual and estimated revenue per business location.
The platform is sold on a freemium-to-paid subscription model with free tier access and paid tiers that unlock daily movement data, detailed demographics, premium analytics, and add-ons including Property Ownership (Matrikkel) data; the firm also operates a Data Science Services consulting line for bespoke analytics. Go-to-market blends product-led growth with self-serve signup alongside an enterprise sales motion targeting large retailers, commercial real estate owners, municipalities, and consulting firms, with onboarding events and partner-led webinars (e.g., with Nets). The customer base spans enterprise retail (Europris, Elkjøp, Clas Ohlson, Coop Norge, SATS), commercial real estate (OBOS, Stor Oslo Eiendom, Akershus Eiendom, Alti, Thon, Steen & Strøm), financial and professional services (Danske Bank, PwC), and municipal/government users (Tønsberglivet, Horsens Kommune), supported by data and channel partnerships with Telia, BankAxept, Nets, Geodata, Prognosesenteret, and the Norwegian Shopping Center Index.
The company has raised approximately 12 million NOK total across disclosed rounds (including a 10M NOK January 2024 equity round led by RunwayFBU with OBOS and Blommenholm Industrier, plus a 2M NOK Innovation Norway grant), and reports having tripled sales prior to that round. Leadership comprises co-founders Snorre Jordheim Myhre (CEO), Peder Søholt (CTO), and Tobias Martinsen (CMO), with Marthe Prestegaard as Chief Product Officer. Plaace won the Nordic Proptech Awards 2022 and operates with an 11–50 employee headcount.
Plaace firmographics
Firmographics- Name
- Plaace
- Legal name
- Plaace AS
- Website
- https://plaace.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plaace is an Oslo-based AI-driven location-intelligence SaaS platform that aggregates Telia movement data, BankAxept/Nets card-spending data, and Nordic demographics into area, portfolio, and site-selection analytics for retailers, commercial real estate owners, municipalities, and consulting firms across Norway, Sweden, Denmark, and Finland.
- Ownership category
- akta.pro rank
Plaace industry classification
Industry- Product category
- Location Intelligence Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Web Search Portals, Libraries, Archives, and Other Information Services (519)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Mobility Data Exchange & Analytics Platforms (MDM, Data Hubs, Insights) (THADALAJ)
- akta.pro secondary industries
- Transit, Traffic & Mobility Data Platforms (BPAMANAH), Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)
Keywords
Where Plaace is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Plaace business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Platform subscription with free and paid tiers. Paid plans offer quarterly or yearly billing with access to advanced analytics, daily movement data, and premium features. Subscription fee varies by plan with no refunds for early termination.
- Add-on Features: Additional paid add-ons including daily movement data access, property ownership data (Matrikkel), and premium analytics features beyond standard subscription tiers
- Freemium Access: Free tier providing basic area insights, limited demographics, and card transaction data. Designed to demonstrate platform value and drive conversion to paid plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Plan |
| Subscription | Annual | Paid Plans |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Plaace product offering
Product offeringCore offering
Plaace provides an AI-driven SaaS location intelligence platform for the Nordic region that aggregates foot traffic (Telia), card spending (BankAxept/Nets), demographics (Geodata/SSB), competitive situation, and property data into unified area insights. Core modules include Area Insights, My Portfolio, customizable Dashboards with GPT-4o AI insights, Site Selection with hexagon mapping, and White Spot Analysis for retail expansion, commercial real estate optimization, and urban planning use cases across Norway, Sweden, Denmark, and Finland.
Product overview
Plaace is an AI-driven location intelligence platform for urban mobility and commercial real estate, organized as a core SaaS platform with modular add-on subscriptions. The core Plaace Platform provides multi-country (Norway, Sweden, Denmark, Finland) area insights combining foot traffic, card spending, demographics, competitive situation, and property data. The platform's primary modules are Area Insights (the analytical engine), My Portfolio (location tracking and comparison), Dashboards (custom data storytelling with AI-Powered Insights powered by GPT-4o), and Site Selection (data-driven location recommendation with hexagon mapping). Add-on services include Daily Movement Data (granular daily footfall rather than quarterly/yearly), Property Ownership/Matrikkel data for Norway, and Data Science Services for bespoke consulting. The platform is offered on free and paid subscription tiers, with quarterly or yearly billing.
Differentiator
Problem solved
Functional benefit
Products and services
- Plaace Platform AI-driven SaaS location intelligence platform aggregating foot traffic, card spending, demographics, competitive situation, and property data to deliver area insights for retail expansion, commercial real estate optimization, and urban development across Norway, Sweden, Denmark, and Finland. Sold as freemium and paid subscription tiers.
- Area Insights
Quantifiable outcome
- Eliminates expansion risk through data-driven location selection
- +2 more outcomes
Companies that use Plaace
Customer profileNamed customers21 records
Segments4 records
Ideal customer profiles4 records
Plaace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature6 records
Plaace partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NetscoreCard transaction data provider (beta) providing spending insights across Norwegian, Swedish, Danish, and Finnish municipalities. Partnership expanded in 2024 to include Denmark with backfilled data from September 2025.
- GeodatacoreDemographics data provider working with Statistics Norway (SSB) to provide population estimates based on where people actually live, updated with 2024 data for Denmark, Norway, Sweden, and Finland.
- TeliacoreMovement data provider supplying foot traffic and visitor pattern data across Norway and Sweden. Data enables Plaace's movement insights showing where visitors live or work, busiest hours, and catchment areas.
- BankAxeptcoreCard transaction data provider covering approximately 75% of debit card transactions in physical stores in Norway. Data updated daily and weekly, providing spending insights for all Norwegian municipalities.
- Fredrikstad NæringsforeningminorLocal business association partnership to define Fredrikstad city center with daily updated card transaction data.
Scale indicators6 records
Recent moves6 records
Expansion highlights8 records
Plaace competitors and assessment
Company assessmentDirect peers
- Placer.ai: US-based location intelligence platform offering foot traffic analytics, demographic insights, and competitive analysis for retail and real estate. Directly comparable to Plaace's core offering — both aggregate multi-source mobility and spending data to deliver area insights for retailers, CRE owners, and analysts. Placer.ai operates at global scale while Plaace focuses on Nordics.
- SafeGraph: US-based geospatial data company providing points-of-interest, foot traffic data, and competitor intelligence to retailers, real estate firms, and analysts. Comparable to Plaace in serving retail site selection and competitive analysis use cases with aggregated location datasets.
- Foursquare: Location intelligence platform with foot traffic data, POI data, and consumer insights for retailers and real estate. Comparable to Plaace in serving location-based retail analytics, though Foursquare is far larger and operates globally with its own consumer app generating proprietary data.
- GeoPhy: Dutch CRE analytics platform using data and AI to value commercial real estate and inform investment decisions. Closely comparable to Plaace in target customer (commercial real estate owners, investors, brokers) and use case (data-driven property valuation), though GeoPhy is more focused on valuation modeling while Plaace emphasizes tenant mix and foot traffic.
- Near Intelligence: Location intelligence platform providing foot traffic, demographic, and competitive intelligence to retailers and real estate firms globally. Comparable to Plaace in core offering (multi-source aggregated data for retail site selection and competitive analysis), with operations across multiple geographies.
- Buxton: US-based retail analytics firm specializing in site selection, customer profiling, and trade area analysis for retail chains. Comparable to Plaace in providing retail expansion analytics with proprietary scoring algorithms (analogous to Plaace Fit Score) and demographic/demand modeling, though Buxton focuses on North America.
Broad incumbents
- Mapbox: Global location platform providing maps, geospatial data, and developer APIs used by enterprises across multiple industries. Comparable to Plaace as a location data infrastructure layer, though Mapbox is a horizontal platform serving many use cases, while Plaace is a vertical application built on top of location data for retail/CRE.
- Esri: Global GIS software leader (ArcGIS) providing mapping, spatial analytics, and demographic data to government, retail, and real estate organizations. Comparable to Plaace in delivering area-level demographic and location analytics for site selection and urban planning, though Esri is a broad incumbent vs. Plaace's vertical Nordic focus.
- HERE Technologies: Global location data and mapping platform providing traffic, mobility, and POI data to enterprises. Comparable to Plaace as a provider of mobility/footfall datasets and location analytics, though HERE operates at much larger scale and primarily serves automotive and logistics verticals in addition to retail.
Emerging players
- Re-Leased: CRE technology platform providing property management, tenant engagement, and portfolio analytics for commercial landlords. Comparable to Plaace in serving CRE owners (e.g., Thon, OBOS) with data-driven portfolio intelligence, though Re-Leased focuses on operational property management while Plaace focuses on location/area insights for leasing decisions.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plaace social profiles
Digital presencePlaace compliance and trust
Trust signalCompliance1 record
Plaace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plaace leadership team
Management profileNumber of profiles
Profiles4 records
Plaace funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plaace 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 Plaace
What does Plaace do?
Plaace provides an AI-driven SaaS location intelligence platform for the Nordic region that aggregates foot traffic (Telia), card spending (BankAxept/Nets), demographics (Geodata/SSB), competitive situation, and property data into unified area insights. Core modules include Area Insights, My Portfolio, customizable Dashboards with GPT-4o AI insights, Site Selection with hexagon mapping, and White Spot Analysis for retail expansion, commercial real estate optimization, and urban planning use cases across Norway, Sweden, Denmark, and Finland.
Is Plaace a public or private company?
Plaace is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plaace founded?
Plaace was founded in 2019. It employs 11 to 50 people.
Where is Plaace based?
Plaace is headquartered in Oslo, Norway, in the Europe region.
How does Plaace make money?
Three revenue lines are on record. SaaS Subscription is the primary driver. The others are add-on Features and freemium Access.
Who are Plaace's main competitors?
Direct peers on record are Placer.ai, SafeGraph, Foursquare, GeoPhy, Near Intelligence and Buxton. Broad incumbents are Mapbox, Esri and HERE Technologies. Re-Leased is listed as an emerging player.
Does Plaace have an API?
No public API is recorded for Plaace.
What industry is Plaace in?
Plaace's product category is Location Intelligence Software. Its primary akta.pro industry code is THADALAJ, Mobility Data Exchange & Analytics Platforms (MDM, Data Hubs, Insights), with a secondary code of BPAMANAH, Transit, Traffic & Mobility Data Platforms. Its NAICS code is 5182 and its SIC code is 7372.