Placewise

What Placewise does

Placewise is a Norway-based proptech and martech company providing a software platform for the global shopping center industry. Originally founded as Mallfinder in 1997 and rebranded to its current name in 2020 following the merger of PlaceWise Digital and Boostcom, the company serves over 1,000 shopping center clients across three continents — Americas, Europe, and Asia Pacific. Its core buyers are shopping center landlords and operators (including REITs and asset managers), with secondary end-users being retail tenants and the shoppers who visit the centers. As of May 2025, Placewise operates as a portfolio company of Total Specific Solutions (TSS), a European vertical-market software investor.

The company's flagship offering is the Marketplace Performance Cloud (MPC), an integrated SaaS platform that consolidates customer data management, marketing automation, loyalty program management, websites, mobile apps, content management, tenant communications, ecommerce integration, and analytics under a single dashboard. Underlying technical components include a purpose-built Customer Data Platform (CDP) that ingests data from WiFi, parking, and other on-site sources; AI/ML capabilities spanning predictive analytics, content recommendation, smart segmentation, churn-risk detection, and a generative-AI text assistant launched in August 2023; and reporting powered by Microsoft Power BI. A free retailer-facing sub-brand, RetailHub, provides self-serve content publishing across 800+ shopping center websites, while Marketplace Ecommerce enables click-and-collect, curbside delivery, and multi-retailer checkout at the property level.

Placewise generates revenue primarily through annual SaaS subscriptions paid by shopping center operators, with quote-based enterprise pricing tied to property count, features, and service level. A secondary revenue stream comes from Performance Management services — outsourced digital strategy, campaign execution, and content operations — while the RetailHub tier is offered free to retailers and monetized indirectly via the shopping center subscriptions. The company sells through regional direct field-sales teams headquartered in Trondheim, with regional offices in Denver, Singapore, Oslo, and Madrid, supported by a reseller program for digital agencies and consulting firms. Notable enterprise customers include NEPI Rockcastle, Cushman & Wakefield Spain, Frasers Property, QIC, and CIM Group. The company employs approximately 130 people and reports over 1 billion digital shopper engagements annually across its platform.

Name

Placewise

Legal name

Placewise Group

Website

https://placewise.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Placewise provides a SaaS platform (Marketplace Performance Cloud) for shopping centers, integrating CDP, marketing automation, AI/ML, websites, mobile apps, tenant communications, and ecommerce. The company serves 1,000+ shopping center clients across Americas, Europe, and Asia Pacific.

Ownership category

akta.pro rank

Headquarters

HQ city

Trondheim

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Cloud-based integrated platform services for shopping centers including CDP, marketing automation, websites, mobile apps, tenant communications, and analytics. Subscription model with various service tiers and performance management options.
2. Performance Management Services: Outsourced services supporting all aspects of running digital services in shopping center environment including digital strategy, campaign tactics, content management, and campaign execution.
3. RetailHub Free Access: Free platform access for retailers to publish content to shopping center websites. Revenue generated from shopping center subscriptions rather than retailers directly.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Placewise sells the Marketplace Performance Cloud (MPC), a cloud-based integrated SaaS platform that helps shopping center landlords and operators consolidate shopper data, run personalized marketing automation, manage tenant communications, deploy mobile apps and websites, and enable omnichannel ecommerce. The company also offers Performance Management (outsourced digital operations services) and RetailHub (free content publishing tool for retailers).

Product overview

Placewise offers the Marketplace Performance Cloud (MPC), a unified platform-plus-modules architecture for shopping centers and retail real estate. The core platform provides data consolidation and management capabilities, with modular components covering Customer Data Platform (CDP), Shopper Engagement (Websites, Mobile Apps, Content Services, Digital Media & Advertising, WiFi), Tenant Connect, and Insights & Analytics. Supporting modules include Performance Management services, Custom Program Development, and Compliance Solutions. RetailHub serves as a retailer-facing sub-brand enabling content management across the network. The company also offers Marketplace Ecommerce for omnichannel retail integration.

Differentiator

Problem solved

Functional benefit

Brands

• Marketplace Performance Cloud (MPC): Cloud-based integrated platform connecting data points, building relationships with tenants and shoppers for shopping centers.

Products and services

• Marketplace Performance Cloud (MPC) Cloud-based integrated SaaS platform connecting hundreds of data points to help shopping centers uncover opportunities, build relationships with tenants and shoppers, and drive foot traffic and sales. Consolidates customer data platform, marketing automation, websites, mobile apps, content management, tenant communications, loyalty, and analytics under one dashboard. Sold to shopping center landlords and operators.
• Performance Management Services
• RetailHub
• Marketplace Ecommerce
• Branded Mobile Apps for Shopping Centers Custom branded mobile applications for shopping centers delivering personalized experiences including coupons, dynamic rewards and points programs, games, geofencing, offers, news, event management, parking, and membership cards. The Seppä Klubi loyalty app was launched in June 2023 as Finland's first shopping center loyalty club app.

Quantifiable outcome

• 240,000 center visitors enrolled in loyalty (15% of annual unique visitors, and 50% above goal) - Cushman & Wakefield Spain
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration37 records

AI capability9 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• WiacomcoreTechnology or Integration · 5 July 2023Partnership to transform the shopping experience through technology integration. Wiacom provides shopping center digital displays and signage solutions integrated into Placewise platform.
• NEPI RockcastleflagshipStrategic or Co-development Partner · 20 May 2022Major partnership to integrate Marketplace Performance Cloud at 45 shopping centers serving 244 million combined annual shoppers across Central and Eastern Europe.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud infrastructure provider powering the Placewise platform globally.
• GooglecoreTechnology or IntegrationTechnology partner for cloud services and integration capabilities.
• Microsoft (Power BI)coreTechnology or IntegrationPower BI integration for reporting and analytics capabilities across the Marketplace Performance Cloud platform.
• TwiliocoreTechnology or IntegrationCommunication platform partner for SMS, voice, and messaging capabilities.
• SendGridcoreTechnology or IntegrationEmail delivery infrastructure for marketing communications.
• MappedincoreTechnology or IntegrationPremium platform partner for indoor mapping and wayfinding solutions integrated within shopping center apps.
• Facebook/MetacoreTechnology or IntegrationSocial media advertising partner with Facebook Bridge integration for retargeting and audience sync.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Yardi Systems: Yardi is a large, established commercial real estate software suite covering property management, accounting, and tenant services. It overlaps with Placewise in serving shopping center operators and is the most likely 'consolidator' incumbent a mall operator compares against when renewing tech stacks.
• RealPage: RealPage offers a broad commercial real estate software platform with tenant engagement, CRM, and marketing capabilities. While primarily focused on multifamily, its expansion into retail/mixed-use overlaps with Placewise's tenant communications and shopper engagement modules.
• Salesforce Marketing Cloud: Salesforce Marketing Cloud is a generalist enterprise marketing automation and CDP suite. Larger mall operators with existing Salesforce deployments may opt to extend Salesforce for CRM/marketing rather than buying Placewise, representing an indirect competitive substitute.
• Adobe Experience Cloud: Adobe Experience Cloud provides enterprise marketing, CDP, and personalization capabilities. Like Salesforce, it competes with Placewise at the martech layer for multi-property retail operators, though without Placewise's vertical shopping-center specialization.
• ShopperTrak (Sensormatic Solutions): ShopperTrak, now part of Sensormatic/Johnson Controls, is a leading provider of retail traffic and analytics. It overlaps with Placewise's footfall and traffic-counting capabilities and is sold to many of the same mall and retail operators.

Emerging players

• VTS: VTS is a commercial real estate leasing and asset management platform increasingly adding tenant experience and data products. It targets the same enterprise CRE operators as Placewise but is asset-management-led rather than shopper-data-led, making it a partial overlap.
• Springboard Retail: Springboard Retail provides a retail-focused POS and customer engagement platform that overlaps with Placewise's tenant-facing and ecommerce modules from the in-store side. It's an adjacent competitor for tenant-to-shopper engagement.
• Mappedin: Mappedin is a premium indoor mapping and wayfinding partner already integrated within Placewise's mobile app. It is comparable as an emerging digital experience layer for shopping centers and could become a substitute or extension depending on the operator's stack preferences.

Direct peers

• RetailNext: RetailNext provides in-store retail analytics including foot traffic, dwell time, and shopper behavior—directly overlapping with Placewise's WiFi and footfall data capabilities and Insights & Analytics module.
• Aislelabs: Aislelabs is a retail and shopping center analytics and marketing platform using WiFi, BLE, and computer vision. It directly competes with Placewise in shopper data collection, footfall analytics, and marketing for mall operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/placewise
• LinkedInlinkedin.com/company/placewise-group
• Facebookfacebook.com/placewise

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors3 records

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

M&A3 records

Investments

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

Frequently asked questions about Placewise