Datawifi

What Datawifi does

Datawifi (legal entity DATAWIFI SAS) is a Bogotá-based technology company founded in 2016 that operates an intelligent captive-portal and WiFi analytics platform across more than 14 countries in Latin America and the Caribbean. The platform is delivered as a modular SaaS suite — SmartWiFi (AI-powered branded captive portal with user identification, behavioral analytics, and real-time campaign activation), FlowMetrics (presence, heat-map and flow analytics for physical spaces), SmartFilter (zone- and schedule-based internet access management), plus the newer Data Success Manager (DSM) AI add-on and a Business Partner Solution (BPS) channel program. Underlying technology includes a proprietary "Hybrid AI Engine" that processes structured location and behavioral data, with integrations into 40+ certified WiFi hardware vendors (Cisco, Aruba, Huawei, Ruckus, Cambium, Meraki, MikroTik, Extreme) and major CRMs, payment systems, and social login providers, allowing deployment onto existing infrastructure in 48-72 hours.

The company monetizes primarily through annual subscription contracts priced by venue scale and module selection, supplemented by a WiFi-marketing monetization layer (sponsored campaigns, loyalty, targeted advertising) on top of the captive portal. Go-to-market combines direct enterprise field sales targeting stadiums, banks, retailers, and government entities (named logos include Bancolombia, TransMilenio, Cruz Roja Colombiana, Estadio El Campín, and Estadio Alfredo Harp Helú) with a growing channel partner program executed through partner.datawifi.co. The company is privately held and founder/management-led; co-founders include María Claudia Osorio and CPO Edwin Pardo, with Yassef Lotina appointed CEO in 2025.

Name

Datawifi

Legal name

DATAWIFI SAS

Website

https://datawifi.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Datawifi is a Bogotá-based SaaS company that sells an AI-powered intelligent captive-portal and WiFi analytics platform across 14+ Latin American countries, serving enterprises in stadiums, banking, retail, hospitality, government, and telecom with behavior-based marketing and physical-space analytics.

Ownership category

akta.pro rank

Product category

WiFi Intelligence & Location Analytics Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Platform (Unified Data & Analytics) Suites (HDAEABAD)

Keywords

• WiFi analytics platform
• Intelligent captive portal
• Location intelligence software
• WiFi marketing automation
• Foot traffic analytics

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SmartWiFi Platform Subscription: SaaS platform providing intelligent captive portal capabilities with AI-powered analytics, user identification, and marketing campaign activation. Revenue generated through recurring subscription model based on access points or venue size.
2. FlowMetrics Analytics: Presence and mobility analytics platform that converts location data into visual business insights. Provides heat maps, flow analysis, and real-time public classification for operational optimization.
3. SmartFilter Access Management: Internet access management solution with zone-based controls, scheduling, and policy management for organizations requiring content filtering and productivity management.
4. Premium Connectivity Services: Premium WiFi connectivity services for venues including dedicated support, advanced features, and enhanced performance tiers.
5. WiFi Marketing Monetization: Platform enables venues to monetize WiFi infrastructure through sponsored campaigns, loyalty programs, targeted advertising, and digital activation partnerships with sponsors.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Datawifi operates an AI-powered WiFi intelligence platform that turns any compatible WiFi network into a business data and marketing activation engine. Its core products — SmartWiFi (intelligent captive portal with user identification and campaign activation), FlowMetrics (presence and mobility analytics with heat maps), and SmartFilter (zone- and profile-based internet access management) — are sold as SaaS subscriptions to enterprise and government venues across Latin America, supplemented by the DSM AI add-on and the BPS partner program.

Product overview

Datawifi is a WiFi intelligent portal software platform operating across Latin America. The platform operates on a modular architecture consisting of three core products: SmartWiFi (AI-powered captive portal with marketing automation), FlowMetrics (physical space analytics), and SmartFilter (internet access management). These are supplemented by the Data Success Manager (DSM) add-on module for AI-driven customer success and the Business Partner Solution (BPS) program for partner enablement. Together, these products transform traditional WiFi networks into strategic data intelligence and marketing automation platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• SmartWiFi AI-powered intelligent captive portal that transforms WiFi connections into actionable business data. Provides brandable captive portal, user identification, behavioral analysis, real-time campaign activation, CRM integration, and secure visual data. Designed for enterprises, venues, banks, and government clients that want to monetize WiFi and capture first-party user data.
• FlowMetrics Physical space analytics solution that analyzes presence and mobility of people in physical spaces. Converts location data into visual insights to optimize operations, layouts, and strategic decisions, including presence analysis, automatic real-time audience classification, heat maps, and flow analysis.
• SmartFilter Internet access management solution that controls WiFi access by zones, schedules, and user profiles. Defines what can be browsed, when, and where while maintaining balance between productivity and well-being, with flexible navigation policies and usage visibility.
• Data Success Manager (DSM) AI-powered customer success module that combines Customer Success Manager expertise with quality data and Artificial Intelligence to translate data into real action, suggesting and implementing real-time strategies for campaign activation and crowd flow optimization.
• Business Partner Solution (BPS) Strategic partnership program that combines Customer Success and Commercial Assurance to work behind the scenes and face-to-face with clients simultaneously, maximizing platform usage, identifying monetization opportunities, and ensuring objective compliance.

Quantifiable outcome

• Retail can increase sales by up to 20% through SmartWiFi and FlowMetrics analytics
• +5 more outcomes

Named customers6 records

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core, strategic and minor.

• CiscocoreTechnology or IntegrationCisco is certified as compatible hardware vendor for Datawifi's intelligent captive portal platform. 40+ hardware homologations ensure seamless integration with Cisco WiFi infrastructure, allowing enterprise clients to deploy Datawifi solutions on existing Cisco networks.
• Aruba (HPE)coreTechnology or IntegrationAruba networks certified as compatible hardware for Datawifi platform. Enables deployment of AI-powered captive portal solutions on Aruba WiFi infrastructure without hardware changes.
• HuaweicoreTechnology or IntegrationHuawei enterprise WiFi hardware certified compatible with Datawifi platform, enabling Chinese hardware deployments in Latin American enterprise market.
• Ruckus NetworkscoreTechnology or IntegrationRuckus WiFi infrastructure certified for Datawifi captive portal deployment, providing high-density connectivity options for venues and enterprises.
• Cambium NetworkscoreTechnology or IntegrationCambium wireless hardware certified compatible with Datawifi platform, enabling outdoor and enterprise WiFi deployments with intelligent captive portal capabilities.
• MikroTikcoreTechnology or IntegrationMikroTik hardware included in Datawifi certified partner ecosystem, enabling cost-effective WiFi deployments with intelligent captive portal functionality.
• Meraki (Cisco)coreTechnology or IntegrationCisco Meraki cloud-managed WiFi certified compatible with Datawifi platform, enabling seamless integration for cloud-first enterprise deployments.
• Google Developers LaunchpadstrategicTechnology or IntegrationDatawifi participates in Google's startup ecosystem through Developers Launchpad, gaining access to technology resources, developer tools, and potential integration opportunities.
• Microsoft for StartupsstrategicTechnology or IntegrationDatawifi is a member of Microsoft for Startups program, leveraging Azure cloud infrastructure and Microsoft technology ecosystem for platform development.
• Parallel18strategicStrategic or Co-development PartnerDatawifi graduated from Parallel18, a Puerto Rico-based international accelerator. The program provided mentorship, funding, and network access for regional expansion across Latin America.
• EvertecminorStrategic or Co-development PartnerPayment technology partnership enabling secure payment processing integration within Datawifi platform for venues requiring transaction capabilities.
• T-MobileminorStrategic or Co-development PartnerTelecommunications partnership for connectivity and potentially roaming integration across regional markets.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Linkyfi: Linkyfi is a WiFi analytics and marketing automation platform offering guest analytics, captive portals and campaign management to retail, hospitality and venue customers globally. Direct overlap with Datawifi's SmartWiFi and FlowMetrics product lines.
• Zenreach: Zenreach provides guest WiFi intelligence for restaurants and retailers, capturing repeat-visit data and enabling automated marketing. Comparable to Datawifi's WiFi Monetization and FlowMetrics products for F&B, retail and small-venue customers.
• Purple WiFi: Purple WiFi is a UK-based guest WiFi analytics and marketing platform that captures first-party data from WiFi connections and integrates with marketing/CRM systems. It targets the same verticals (retail, hospitality, venues) and competes head-to-head for multinational customers seeking a WiFi intelligence layer.
• Cloud4Wi: Cloud4Wi is the closest direct competitor — a WiFi marketing and analytics SaaS platform offering captive portals, location analytics and campaign activation. Both companies sell into retail, hospitality, venues and transportation with a similar modular subscription model, and Cloud4Wi has a meaningful LATAM presence, making overlap with Datawifi direct.
• Social WiFi: Social WiFi provides guest WiFi marketing and analytics via social-login captive portals, focusing on SMB and mid-market venues in retail, hospitality and F&B. Comparable product/market overlap on the SmartWiFi/WiFi Marketing Monetization use case.
• SITWifi: SITWifi is a Mexico/LATAM-headquartered WiFi marketing platform with deep presence across Latin American venues, malls and stadiums. Comparable to Datawifi as a direct regional peer competing for the same stadium, retail and shopping-center accounts in Mexico and LATAM.

Emerging players

• Infsoft: Infsoft is an indoor positioning and analytics platform emphasizing WiFi/BLE-based location intelligence for venues, airports and healthcare — overlapping with Datawifi's FlowMetrics and SmartFilter product capabilities for enterprise and venue customers.

Broad incumbents

• Aruba (HPE) Meridian / Location Services: Aruba's Meridian and AI-based indoor location services provide venue analytics, wayfinding and client engagement capabilities bundled with Aruba WiFi APs — directly overlapping with FlowMetrics and SmartWiFi. Relevant as both Datawifi partner and competitive threat.
• Yelp WiFi (now managed by Cisco/Merca): Yelp's WiFi offering provided guest WiFi analytics for SMBs and is now integrated into larger vendor stacks. Comparable on the guest WiFi data capture and SMB marketing activation use case that overlaps with Datawifi's monetization angle.
• Cisco Spaces (formerly Cisco DNA Spaces / CMX): Cisco Spaces is Cisco's cloud-native location and IoT services platform that includes WiFi captive portal, location analytics and engagement capabilities bundled with Cisco WiFi infrastructure. As the most strategic Cisco partner in Datawifi's ecosystem, Cisco Spaces represents the most credible bundling/competitive threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/datawifico
• YouTubeyoutube.com/channel/UC8r_jgHtfU_xBo2XNvELNOQ
• Facebookfacebook.com/datawifioficial
• LinkedInlinkedin.com/company/datawifi
• Instagraminstagram.com/datawifi_oficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors3 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 Datawifi