Leeroy
Leeroy is a Stockholm-based marketing-technology platform, founded in 2008, that converts customer data into marketing activations across in-store, on-site, and mobile channels for primarily Nordic retail clients.
- Company typePrivate
- Founded2008
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Leeroy does
Leeroy is a Stockholm-based, private for-profit technology company founded in 2008 that operates a customer-data-to-marketing platform spanning in-store, on-site, and mobile channels. The company's stated function is to convert customer data into marketing activation across these three surfaces, positioning it in the Nordic omnichannel marketing-technology niche serving primarily retail-oriented clients. The firm's investor base includes Zenith Venture Capital (lead investor in the 2016 Series 1 round), Collector Ventures, Almi Invest, Norrlandsfonden, and Axel Johnson — a major Swedish retail and consumer conglomerate whose participation signals a strategic retail anchor relationship rather than purely financial sponsorship.
Leeroy has raised approximately $14.4M in disclosed funding across four rounds between 2016 and 2019, with no publicly disclosed capital activity since the June 2019 Axel Johnson investment. Leadership comprises co-founders Sebastian Berggren (Tech Lead) and Petter Hvid (Business Development), supported by CEO and Chief Commercial Officer Karin Whitlock and CFO Peter Eriksson. The company is privately held, headquartered in Stockholm, Sweden, and operates with a team of 11-50 employees.
The business model is not disclosed in the available source material: pricing, revenue mechanics, customer segments, and named accounts are absent. The .se domain, Stockholm base, and Axel Johnson investment point to a Nordic and likely retail-vertical go-to-market, but the absence of pricing or customer data prevents a more precise characterization of revenue mechanics. The source website content was unavailable at time of capture, limiting the depth of product, technology, and pricing analysis that can be grounded in first-party data.
Leeroy firmographics
Firmographics- Name
- Leeroy
- Website
- https://leeroy.se
- Company type
- Private
- Founded year
- 2008
- Headcount range
- 11–50 employees
- Short description
- Leeroy is a Stockholm-based marketing-technology platform, founded in 2008, that converts customer data into marketing activations across in-store, on-site, and mobile channels for primarily Nordic retail clients.
- Ownership category
- akta.pro rank
Leeroy industry classification
Industry- Product category
- Marketing Technology
- NAICS
- Software Publishers (5132), Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Business Intelligence, Reporting & Visualization Services (BPAEAHAD)
- akta.pro secondary industries
- Mobile BI (HDAEAMAI), Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights) (HDAEAMAD)
Keywords
Where Leeroy is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Leeroy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Leeroy product offering
Product offeringCore offering
Leeroy provides a technology platform that transforms customer data into marketing campaigns delivered on-site, in-store, and on mobile devices. The platform enables retailers and omnichannel businesses to unify customer insights and activate them across physical and digital touchpoints.
Differentiator
Problem solved
Functional benefit
Products and services
- Leeroy Customer Data & Marketing Platform
Companies that use Leeroy
Customer profileIdeal customer profiles1 record
Leeroy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Leeroy partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights4 records
Leeroy competitors and assessment
Company assessmentDirect peers
- mParticle: Customer data platform for multi-channel marketing and analytics, with strong mobile SDK and in-app data collection. Comparable on mobile + data-driven marketing.
- Voyado: Swedish retail-focused marketing and customer-experience platform that unifies customer data, in-store, and digital channels. Direct Nordic competitor with overlapping omnichannel retail-tech positioning.
- Bloomreach: Commerce experience platform combining customer data, personalization, and digital marketing for retail and B2C brands. Competes head-on in customer-data-driven marketing for omnichannel retailers.
- Insider: Cross-channel marketing and customer-experience platform with strong personalization, mobile, and on-site personalization capabilities for retail and B2C customers. Closely aligned on in-store and mobile data activation.
- BlueConic: Customer data platform purpose-built for retailers and B2C brands, unifying first-party data for marketing activation across channels. Direct CDP peer with similar retailer-centric positioning.
- Lytics: Customer data platform focused on first-party data activation and marketing personalization. Overlaps with Leeroy on turning customer data into actionable marketing programs.
- Tealium: Customer data platform and tag management vendor widely used by retailers to unify data and route it to marketing and analytics tools. Comparable in core CDP capability.
Broad incumbents
- Salesforce Marketing Cloud: Enterprise marketing cloud from Salesforce offering customer data, journey orchestration, email, mobile, and advertising. Broad incumbent that competes in the same category at a much larger scale.
- Twilio Segment: Twilio-owned customer data platform powering data collection and activation for thousands of B2C and B2B brands. Operates as a broader infrastructure incumbent in the CDP category.
Emerging players
- Optimizely: Digital experience and experimentation platform with growing customer-data and personalization capabilities serving B2C and enterprise marketers. Adjacent competitor as it expands into omnichannel personalization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
Leeroy social profiles
Digital presenceLeeroy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Leeroy leadership team
Management profileNumber of profiles
Profiles4 records
Leeroy funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Leeroy 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 Leeroy
What does Leeroy do?
Leeroy provides a technology platform that transforms customer data into marketing campaigns delivered on-site, in-store, and on mobile devices. The platform enables retailers and omnichannel businesses to unify customer insights and activate them across physical and digital touchpoints.
When was Leeroy founded?
Leeroy was founded in 2008. It employs 11 to 50 people.
Where is Leeroy based?
Leeroy is headquartered in Stockholm, Sweden, in the Europe region.
Who are Leeroy's main competitors?
Direct peers on record are mParticle, Voyado, Bloomreach, Insider, BlueConic, Lytics and Tealium. Broad incumbents are Salesforce Marketing Cloud and Twilio Segment. Optimizely is listed as an emerging player.
Does Leeroy have an API?
No public API is recorded for Leeroy.
What industry is Leeroy in?
Leeroy's product category is Marketing Technology. Its primary akta.pro industry code is BPAEAHAD, Business Intelligence, Reporting & Visualization Services, with a secondary code of HDAEAMAI, Mobile BI. Its NAICS code is 5132 and its SIC code is 7310.