What Aura Vision does

Aura Vision Labs Ltd, founded in 2017 and headquartered in London, sells an AI-powered retail analytics platform that converts retailers' existing CCTV cameras into a source of anonymous in-store customer insights. The system is built around a proprietary edge device called the APU (Analytics Processing Unit), a small on-premise computer running Ubuntu Core with signed firmware and encrypted filesystem that performs all computer vision processing inside the store. Faces are irreversibly blurred at the moment of capture, raw video is discarded immediately, and only aggregated analytics leave the building, a privacy posture validated by Mishcon de Reya in December 2025 and aligned with GDPR, CCPA, EU AI Act and ICO requirements. The APU is reported to work with 98% of camera brands and consumes less than 50 Kb/s per camera, enabling plug-and-play deployment without changes to existing CCTV infrastructure.

The cloud platform exposes 20+ metrics at 15-minute granularity including footfall, passers-by, capture rate, dwell time, occupancy, queue length, demographic segments (age bands, gender), staff-versus-customer segmentation, heatmaps, conversion rate, sales per visitor, average transaction value and units per transaction. Capabilities include Ask Aura, a natural language query interface for non-technical users, a Headcount Planner that allocates staffing hours from historical footfall, and public REST and WebSocket APIs for programmatic integration. SSO is supported through Auth0, Okta, Azure AD, Google Workspace, OneLogin and JumpCloud, and POS data can be ingested for direct conversion measurement.

Aura Vision monetizes via annual, quote-based, per-location SaaS subscriptions bundled with the APU hardware, sold through a direct enterprise sales motion (with a 'Book a call' Calendly conversion on the website). Named customers include Virgin Media O2 (307 UK stores), Flannels (50+ stores), Centrepoint (100+ stores), Decathlon, Adidas (Dubai), DFS, Schuh, Browns, Purple, Onitsuka Tiger, Paddy Power, A.S. Watson (Kruidvat), Krys Group, Gymshark, Casper, Situ Live, Neighborhood Goods, C2C, Bedford City Council and a UK charity Centrepoint. Reported customer outcomes include 22X ROI for Virgin Media O2, 9X for Adidas Dubai, 8X (with +1.5% conversion and +34% staffing productivity) for Flannels, and 6X for Decathlon. The company has raised approximately $2.44M in total disclosed funding, with the most recent priced round in June 2019 from ASICS Ventures, Data Tech Fund, Pioneer Fund and Wayra, following Y Combinator participation in March 2019.

Name

Aura Vision

Legal name

Aura Vision Labs Ltd

Website

https://auravision.ai

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Aura Vision sells a privacy-by-design AI analytics platform that turns retailers' existing CCTV cameras into anonymous footfall, demographic, conversion and queue metrics via a proprietary on-premise APU edge device, serving enterprise multi-store retailers globally through per-location SaaS subscriptions.

Ownership category

akta.pro rank

Product category

Retail 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

Real-Time Vision at the Edge (on-device CV/video) (HDAAAJAE)

akta.pro secondary industries

Object Detection & Tracking (HDAAAEAB), AI/Analytics Video Surveillance (Detection, LPR, People Counting) (HSAHACAF)

Keywords

• Retail analytics platform
• In-store analytics
• Computer vision retail
• Footfall analytics
• Video analytics software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Analytics Platform): Annual or multi-year subscription for access to the cloud dashboard and analytics platform, billed per store location. Includes the APU hardware as part of the deployment. Pricing is quote-based and not publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Aura Vision provides an AI-powered retail analytics platform that turns a retailer's existing CCTV cameras into privacy-compliant visitor insights. The solution pairs an on-premise edge AI device (APU) with a cloud dashboard delivering 20+ in-store metrics—including footfall, demographics, dwell time, queue length, conversion, heatmaps, and staff/customer segmentation—at 15-minute intervals per store. The platform also exposes a "Ask Aura" natural-language query tool, a "Headcount Planner" staffing module, and public REST and WebSocket APIs for integration with POS, BI, and SSO systems.

Product overview

Aura Vision is a retail analytics platform that transforms existing CCTV cameras into a source of anonymous, privacy-by-design visitor insights. The core offering consists of a plug-and-play APU (Analytics Processing Unit) edge device that processes video on-premise, combined with a cloud dashboard delivering 20+ metrics at 15-minute intervals including footfall, dwell, demographics (age, gender, staff segmentation), occupancy, queue management, capture rate, and heatmaps. The platform includes Ask Aura (natural language querying), Headcount Planner (staffing optimization), and a REST/Metrics WebSocket API for programmatic access. The APU requires no changes to existing CCTV infrastructure, connects via standard port 443, and uses less than 50 Kb/s bandwidth per camera.

Differentiator

Problem solved

Functional benefit

Products and services

• Aura Vision Core Platform SaaS retail analytics platform that combines an on-premise APU edge AI device with a cloud dashboard to deliver 20+ in-store metrics including footfall, demographics, dwell time, queue length, conversion, heatmaps, and staff/customer segmentation at 15-minute intervals per store, for multi-store enterprise retail operators.
• APU (Analytics Processing Unit) On-premise edge AI hardware device that connects to a retailer's existing CCTV cameras to perform on-device face blurring, demographic estimation, and compute the 20+ retail metrics that feed the Aura Vision cloud dashboard.
• Aura Vision REST API
• Aura Vision Metrics WebSocket API Public WebSocket API that streams Aura Vision's real-time retail metrics (footfall, demographics, queue length, etc.) to customer dashboards, BI tools, and operational systems.

Quantifiable outcome

• 22X ROI for Virgin Media O2 across 307 UK stores
• +8 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature10 records

Scale indicators8 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Sensormatic Solutions (ShopperTrak): Sensormatic Solutions, the Johnson Controls-owned retail intelligence business (incorporating ShopperTrak), is the established incumbent in retail traffic analytics with deep enterprise relationships. Overlaps with Aura on traffic and conversion analytics but operates as part of a much broader loss-prevention and retail-operations portfolio.
• Cisco Meraki: Cisco Meraki provides smart cameras with built-in computer-vision analytics (people counting, dwell, occupancy) as part of a broader cloud-managed networking and physical-security portfolio. A direct competing capability delivered via an incumbent enterprise platform.

Direct peers

• Density: Density provides people-counting and space-utilisation analytics using proprietary depth sensors and computer vision, serving enterprise customers across retail, workplace, and other verticals. Comparable as a competing approach to in-store traffic measurement and analytics.
• RetailNext: RetailNext is the most direct competitor: a cloud-based in-store analytics platform using sensors and existing camera infrastructure to deliver traffic, dwell, conversion, and demographic insights to multi-store retailers. Directly comparable on product, customer base, and use cases.
• V-Count: V-Count delivers 3D people-counting and in-store analytics (traffic, conversion, queue, heatmap) to retail chains globally. Closely comparable product offering and customer base to Aura Vision, with a different hardware-architecture approach.
• Walkbase (Pathr.ai): Walkbase (now part of Pathr.ai) offers computer-vision-based in-store analytics including footfall, dwell, and conversion for retail chains. Overlaps with Aura on customer segments (fashion, malls, retail) and core use cases (traffic and conversion analytics).
• Dor (by YCD Multimedia): YCD Multimedia's Dor platform delivers in-store analytics including traffic, dwell, demographics, and engagement, often integrated with digital signage. Comparable use cases (retail analytics for chain operators) and adjacent to Aura's portfolio.

Emerging players

• iOmniscient: iOmniscient provides AI video analytics with a focus on privacy-preserving detection (including anonymous people counting and behaviour analytics) across retail, transport, and public-sector use cases. Comparable on the privacy-by-design positioning and computer-vision analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/auravisionlabs

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors8 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 Aura Vision