Crowd Connected
Crowd Connected provides self-calibrating indoor and outdoor positioning, wayfinding, and location analytics via a single mobile SDK, serving event organisers, smart building operators, hospitals, and universities with 400+ deployments across 30 countries.
- Company typePrivate
- Founded2013
- HeadquartersGuildford, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Crowd Connected does
Crowd Connected is a UK-based private company, founded in 2013 by CEO James Cobb, that provides indoor and outdoor positioning, wayfinding, and location analytics software for venues, events, and facilities. Its core product is a single mobile SDK that delivers self-calibrating positioning using machine learning, eliminating the need for site fingerprinting or manual calibration, and achieving sub-five-metre accuracy with battery-powered Bluetooth beacons that do not require Wi-Fi infrastructure. The platform extends beyond positioning into location analytics (footfall, heatmaps, dwell time), occupancy analytics, asset and people tracking (via a partnership with Wirepas), and attendee tracking for conferences and exhibitions, with deep integrations into leading indoor mapping providers (MapsPeople, MazeMap, ExpoFP, Mappedin) and event technology platforms (Grip, Swapcard, ExpoPlatform, CM.com).
The company serves four primary verticals: events (exhibitions, conferences, festivals), smart buildings, healthcare, and education. It has executed 400+ deployments across 30 countries, tracking 250k+ delegates at events alone, and counts Informa Connect, PCMA, CES, Coachella, Datos Insights, and Hyve among its enterprise references. Revenue is generated through a mix of SaaS platform licensing, enterprise licence agreements with master services agreements, hardware sales (beacons, gateways, Bluetooth lanyard tags), professional services, and SDK licensing — supplemented by a freemium tier (Sail) and white-label/OEM arrangements. Distribution is multi-channel: direct enterprise sales, a global reseller network (Boxxe, Info Salons Middle East, Benchmark Collective), SDK/API distribution to developers, and channel partnerships with mapping and event platforms.
The business is privately held, profitable, and claims a 50% revenue CAGR, having raised approximately $1.75M cumulatively across disclosed seed and subsequent rounds since 2013. Operating with what appears to be a small core team, Crowd Connected has been recognised on the UK Fast Growth Index 2025 and won multiple Eventex Gold awards (2020) for exhibition technology and event analytics.
Crowd Connected firmographics
Firmographics- Name
- Crowd Connected
- Legal name
- Crowd Connected Ltd
- Website
- https://crowdconnected.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Crowd Connected provides self-calibrating indoor and outdoor positioning, wayfinding, and location analytics via a single mobile SDK, serving event organisers, smart building operators, hospitals, and universities with 400+ deployments across 30 countries.
- Ownership category
- akta.pro rank
Crowd Connected industry classification
Industry- Product category
- Indoor Positioning and Real-Time Location Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)
- akta.pro secondary industries
- Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG), Event Security & Crowd Management (IMAIAEAD)
Keywords
Where Crowd Connected is headquartered
LocationHeadquarters
- HQ city
- Guildford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Crowd Connected business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- SaaS Platform Licensing: Software-as-a-service platform for indoor positioning, tracking, and analytics delivered via SDK integration and web console access.
- Enterprise Licensing: Enterprise customers on minimum annual licence agreements with Master Services Agreement and custom terms.
- Hardware Sales: Sale of beacons, gateways, and lanyard-style Bluetooth tags for asset and people tracking deployments.
- Professional Services: Implementation support, custom development, and deployment services for enterprise customers.
- SDK Licencing: SDK licence agreements for app developers and integrators embedding location technology.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Evaluation and free tier available for those evaluating Crowd Connected services. |
| Subscription | Annual | Typical fee-paying licensee with standard commercial terms. |
| Subscription | Multi-year contract | Enterprise customers with minimum annual licence agreement. |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
Crowd Connected product offering
Product offeringCore offering
Crowd Connected provides a location-awareness platform delivered primarily through a single mobile SDK that enables indoor and outdoor positioning, wayfinding, footfall and occupancy analytics, location-targeted notifications, and real-time tracking of people and assets. It sells to enterprises, mobile app developers, and system integrators via SaaS subscriptions, enterprise licences, and SDK licensing. The platform also supports BLE beacons, gateways, and lanyard-style Bluetooth tags for deployments that do not rely on Wi-Fi.
Product overview
Crowd Connected offers a unified location-awareness platform providing indoor positioning, wayfinding, and people tracking solutions. The core product is the Location SDK, a single mobile SDK enabling indoor and outdoor positioning and location-based services. The platform integrates multiple solutions including Indoor Navigation for wayfinding, Location Analytics for footfall and heatmaps, Occupancy Analytics for people counting, Customer Experience for personalized engagement, People Tracking for real-time staff/visitor monitoring, Asset Tracking for equipment location, and Attendee Tracking for event sessions. The solutions work together using a single beacon installation for smartphone location and wearable/asset tracking. The platform supports both battery-powered deployments with no Wi-Fi dependency and self-calibrating machine learning positioning. Historical products include the Colocator platform (now superseded) with its Staff Tracking Module, and newer offerings like Sail (free indoor positioning) and Bluebird (exhibition analytics tool).
Differentiator
Problem solved
Functional benefit
Products and services
- Location SDK Single mobile SDK enabling indoor and outdoor positioning and location-based services for app developers and integrators, supporting positioning, navigation, background-data gathering, analytics, and location-targeted push notifications.
- Indoor Navigation Wayfinding and indoor positioning solution enabling users to navigate buildings using blue-dot positioning, designed for hospitals, universities, airports, and exhibition venues.
- Location Analytics Footfall analytics, heatmaps, and dwell-time reporting solution that shows how people move through spaces using data from existing mobile apps without additional sensors.
- Occupancy Analytics People counting and occupancy monitoring solution that tracks how many people are in specific areas or buildings at any given time.
- Customer Experience Location-based customer engagement solution enabling personalized experiences and location-targeted notifications based on visitor positioning.
- People Tracking Real-time staff, student, or visitor tracking solution across entire buildings using battery-powered infrastructure with no Wi-Fi dependency and full coverage deployment in hours.
- Asset Tracking Real-time asset location solution enabling hospitals and other facilities to track equipment such as wheelchairs, pumps, and other movable assets to reduce capex.
- Attendee Tracking Conference and event attendee tracking solution providing complete session attendance reporting without badge scanning, using passive Bluetooth to capture session attendance and dwell time data automatically.
- Colocator Platform Multi-award winning location insight platform that uses smartphone signals for positioning, includes geo-behavioural segmentation, and supports staff tracking, asset tracking, and footfall analytics. Now superseded by the unified Location SDK platform.
- Sail Free-to-use indoor positioning system that drastically reduces the time, effort, and cost to implement and maintain blue-dot wayfinding on smartphones in any building.
- Bluebird Exhibition sales tool providing instant insight into how every stand is performing across the entire show floor, including exhibitor performance metrics designed for post-COVID-19 event management.
Quantifiable outcome
- Hospitals, universities and airports could save up to $1 million per building by improving wayfinding
- +5 more outcomes
Companies that use Crowd Connected
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles5 records
Crowd Connected technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature8 records
Crowd Connected partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered regional, core, flagship and minor.
- Info Salons Middle EastregionalInfo Salons Middle East represents Crowd Connected in the region and fully manages deployments, providing local sales and implementation support for Middle East customers.
- WirepascoreWirepas and Crowd Connected combined technologies to bring together navigation and tracking capabilities in a single solution. Partnership adds asset and wearable tracking to Crowd Connected platform using Wirepas connectivity.
- ExpoPlatform (IMEX)coreExpanded partnership powering location-aware mobile app at IMEX America. Crowd Connected's indoor positioning technology combined with ExpoPlatform's platform delivered enhanced wayfinding experience at major exhibition.
- CM.comcoreCM.com, global leader in cloud software for conversational commerce, extended and evolved partnership with Crowd Connected. Partnership since 2017 - CM.com embeds Crowd Connected location intelligence in event apps. David de Bels from CM.com/Appmiral testimonial states they have used Crowd Connected SDK for over five years.
- WirepascoreWirepas partnership adds asset and wearable tracking capabilities to Crowd Connected. As 2022 ended, company announced significant product expansion through this technology partnership.
- ExpoFP (Single Integration)coreExpoFP made floorplan and blue dot positioning available through a single integration with Crowd Connected. Turn-key solution available immediately for indoor and outdoor events.
- HyvecoreLeading exhibition organiser Hyve appointed Crowd Connected to provide location software services across portfolio of key events through multi-show agreement.
- ExpoPlatformflagshipStrategic partnership between ExpoPlatform, AI-powered smart event and 365 community platform, and Crowd Connected to drive smart event agenda. Partnership delivers location-aware mobile app experience, combining ExpoPlatform's event management with Crowd Connected's positioning technology for exhibitions and trade shows.
- ExpoFPflagshipExpoFP, provider of interactive floor mapping for exhibitions and tradeshows, partnered with Crowd Connected as exclusive 'blue dot' wayfinding partner. Combining ExpoFP's interactive floor plan with Crowd Connected's indoor positioning technology delivers best-in-class indoor navigation experience. Partnership unlocks full suite of Crowd Connected's footfall analytics for events using ExpoFP floorplan in mobile apps. First deployments began January 2022.
- KondukominorStrategic partnership creating 'one-stop shop' for market-leading attendee tracking and data-capture products for live events.
- Benchmark CollectiveminorBenchmark Collective became value-add reseller of Crowd Connected's new exhibitor performance metrics product, Bluebird.
- MapsPeoplecoreMapsPeople integrates Crowd Connected indoor positioning into their indoor mapping solutions. One of the leading indoor mapping platforms combined with Crowd Connected positioning technology.
- MazeMapcoreMazeMap integrates Crowd Connected positioning for blue-dot capability in their indoor mapping solution. Leading mapping provider for campuses and buildings.
- GripcoreGrip event technology platform offers combined ExpoFP-Crowd Connected solution in their event apps. Leading exhibition and meeting technology platform.
- SwapcardcoreSwapcard event platform integrates Crowd Connected location technology for attendee tracking and analytics. AI-powered smart event and 365 community platform.
- BoxxeregionalBoxxe is a specialist technology partner that delivers Crowd Connected solutions to end customers worldwide as a value-add reseller.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Crowd Connected competitors and assessment
Company assessmentEmerging players
- MapsPeople: Indoor mapping and wayfinding platform that integrates Crowd Connected positioning for blue-dot navigation. Offers a comparable venue-navigation value proposition to large enterprises.
- Mappedin: Indoor mapping platform with built-in wayfinding and directory tools that integrates Crowd Connected's positioning. Comparable in the mapping-plus-positioning stack for venues and retail.
- MazeMap: Indoor wayfinding and mapping provider for campuses and buildings, integrating Crowd Connected positioning. Competes for university, hospital, and smart-building navigation deals.
Direct peers
- Infsoft: Specialist indoor positioning and RTLS vendor offering BLE, Wi-Fi, and UWB-based solutions with analytics and asset tracking. Direct overlap with Crowd Connected's positioning stack and use cases across venues, healthcare, and industry.
- Navigine: Indoor positioning and navigation platform using BLE/UWB with analytics for healthcare, retail, events, and logistics. Closely comparable SDK-and-platform model and target verticals.
- Situm: Indoor positioning and wayfinding specialist using BLE, Wi-Fi, and sensor fusion. Comparable in offering indoor navigation, tracking, and analytics for hospitals, airports, and large venues.
- Estimote: BLE beacon hardware and location software stack for proximity, indoor positioning, and asset tracking. Direct competitor on beacon-based deployments and SDK-based integration model.
Broad incumbents
- Cisco (DNA Spaces / CMX): Incumbent networking vendor offering indoor location services bundled with Cisco wireless infrastructure. Competes in smart buildings and enterprise Wi-Fi-based positioning.
- Aruba Networks (HPE): HPE's networking business offers indoor location services as part of its wireless and location services portfolio. Bundles positioning with enterprise Wi-Fi, a key competitive threat in smart buildings.
- Zebra Technologies: Major enterprise hardware and RFID/RTLS vendor with location and asset tracking offerings. Competes with Crowd Connected's asset tracking module in healthcare, retail, and logistics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Crowd Connected social profiles
Digital presenceCrowd Connected financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crowd Connected leadership team
Management profileNumber of profiles
Profiles3 records
Crowd Connected funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crowd Connected 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 Crowd Connected
What does Crowd Connected do?
Crowd Connected provides a location-awareness platform delivered primarily through a single mobile SDK that enables indoor and outdoor positioning, wayfinding, footfall and occupancy analytics, location-targeted notifications, and real-time tracking of people and assets. It sells to enterprises, mobile app developers, and system integrators via SaaS subscriptions, enterprise licences, and SDK licensing. The platform also supports BLE beacons, gateways, and lanyard-style Bluetooth tags for deployments that do not rely on Wi-Fi.
Is Crowd Connected a public or private company?
Crowd Connected is a private company. It is classified as venture growth investor backed and is currently operating.
When was Crowd Connected founded?
Crowd Connected was founded in 2013. It employs 1 to 10 people.
Where is Crowd Connected based?
Crowd Connected is headquartered in Guildford, United Kingdom, in the Europe region.
How does Crowd Connected make money?
Five revenue lines are on record. SaaS Platform Licensing is the primary driver. The others are enterprise Licensing, hardware Sales, professional Services and SDK Licencing.
Who are Crowd Connected's main competitors?
Emerging players on record are MapsPeople, Mappedin and MazeMap. Direct peers are Infsoft, Navigine, Situm and Estimote. Broad incumbents are Cisco (DNA Spaces / CMX), Aruba Networks (HPE) and Zebra Technologies.
Does Crowd Connected have an API?
Yes. Crowd Connected offers an SDK for mobile app developers to integrate indoor and outdoor positioning, navigation, background-data gathering, analytics and location-targeted push notifications. The SDK enables developers to add location-awareness to apps. API use is also referenced in the developer documentation and customer terms for SDK integration. Developer documentation is at customer.support.crowdconnected.com/servicedesk/customer/topic/e3cda975-49d2-440b-89f3-ec2849bb4965.
What industry is Crowd Connected in?
Crowd Connected's product category is Indoor Positioning and Real-Time Location Software. Its primary akta.pro industry code is MPAGAAAL, Fan Engagement & Onsite Technology (RFID, Cashless, Apps), with a secondary code of MPAGAJAG, Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID). Its NAICS code is 518210 and its SIC code is 3576.