Smarking
Smarking (now JustPark Insights) is an AI-powered parking analytics platform that unifies data from 65+ integrations to deliver forecasting, recommendations, and BI for municipalities, universities, parking operators, and commercial real estate owners across 2,500+ locations.
- Company typePrivate
- Founded2014
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Smarking does
Smarking, founded in 2014 and headquartered in San Francisco, was an information technology company that provided business intelligence and yield management solutions for the parking industry. Its core product was an AI-powered parking analytics platform that unified data from 65+ integration partners across PARCS (parking access and revenue control systems), mobile payment apps, pay stations, meters, and license plate recognition (LPR) systems. The platform used machine learning and natural language processing to aggregate fragmented operational data, surface actionable intelligence, and deliver recommendations on pricing, demand, staffing, and policy. Notable technical components included a global AI Assistant (natural-language querying of any page or chart), location-level occupancy forecasting, real-time anomaly alerts, and automated decision execution. The system served four primary customer verticals — municipalities, universities, parking operators, and commercial real estate owners — with secondary expansion into sports and entertainment, airports, and hospitality.
The company monetized through an enterprise SaaS subscription model priced on a quote basis (no public pricing tiers), with annual billing and consultative demo-led sales cycles targeting procurement at city governments, university parking departments, multi-site parking operators, and CRE asset managers. Named customers included the City of Santa Monica, City of Kelowna, Park House, Peak Parking, EasyPark, and ABM. The platform was used by 2,500+ parking locations and was distributed globally. Co-founder and CEO Wen Sang led the company, with Brian Hauf heading customer success.
In 2019, Smarking was acquired by ParkHub, Inc. (operating under the JustPark brand) and rebranded as JustPark Insights, becoming the business intelligence and AI layer within JustPark's broader portfolio of parking solutions (Prime, Reservations, Passes, Valet, On-Demand Parking, Reach). Only one funding round with a disclosed amount is on record — a $3.0M seed in May 2015 led by Khosla Ventures with participation from Y Combinator, DN Capital, Slow Ventures, and others — suggesting a capital-efficient operating history prior to acquisition.
Smarking firmographics
Firmographics- Name
- Smarking
- Legal name
- ParkHub, Inc.
- Website
- https://smarking.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Smarking (now JustPark Insights) is an AI-powered parking analytics platform that unifies data from 65+ integrations to deliver forecasting, recommendations, and BI for municipalities, universities, parking operators, and commercial real estate owners across 2,500+ locations.
- Ownership category
- akta.pro rank
Smarking industry classification
Industry- Product category
- Parking Analytics Software
- NAICS
- Parking Lots and Garages (812930), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Parking Access & Revenue Control Systems (PARCS) (Gates, Pay Stations, Ticketing) (TLAJAIAD)
- akta.pro secondary industries
- Parking Asset Management & Facility Services (Cleaning, Security, Staffing, Maintenance) (TLAJAIAG), On-Street Parking Operations & Curbside Management (Meters, Permits, Loading Zones) (TLAJAIAA)
Keywords
Where Smarking is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Smarking business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Annual or multi-year subscription model for access to the AI-powered parking analytics platform. Pricing is quote-based, indicating enterprise negotiated contracts tailored to location count and feature requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with customizable features |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Smarking product offering
Product offeringCore offering
Smarking (now rebranded as JustPark Insights following its acquisition by ParkHub, Inc./JustPark) provides an AI-powered parking analytics platform that unifies data from multiple parking sources including PARCS, payment apps, pay stations, meters, and license plate recognition (LPR) systems. The platform delivers business intelligence, occupancy forecasting, AI-driven recommendations on pricing, demand, staffing, and policy, real-time alerts, and customizable reports for parking operators, municipalities, universities, and commercial real estate owners. It is sold as an enterprise SaaS subscription with quote-based pricing.
Product overview
JustPark Insights (formerly Smarking) is an AI-powered parking analytics platform offered as part of JustPark's business solutions portfolio. The platform serves as the core analytics and business intelligence layer, unifying data from PARCS, payment apps, meters, and sensors. It integrates with other JustPark solutions including Prime (parking operations management), Reservations, Passes, Valet, On-Demand Parking, and Reach, providing unified visibility across parking assets for municipalities, universities, parking operators, and commercial real estate owners.
Differentiator
Problem solved
Functional benefit
Brands
- JustPark Insights: AI-powered parking analytics platform formerly known as Smarking, providing unified parking data aggregation, business intelligence, and AI-assisted recommendations for parking operators, municipalities, universities, and commercial real estate.
Products and services
- JustPark Insights (formerly Smarking) AI-powered parking analytics SaaS platform that aggregates data from PARCS, mobile payment apps, pay stations, meters, and LPR/enforcement systems into a unified business intelligence layer. Provides occupancy forecasting, AI-driven recommendations on pricing/demand/staffing/policy, real-time alerts, customizable reports exportable to Word and PowerPoint, and a global AI Assistant for natural-language querying of parking data. Targeted at parking operators, municipalities, universities, and commercial real estate owners.
Quantifiable outcome
- 2,500+ locations using the platform
- +1 more outcomes
Companies that use Smarking
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles4 records
Smarking technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability6 records
Feature6 records
Smarking partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core.
- TibacorePARCS integration partner. Tiba provides parking access control systems integrated with JustPark Insights for unified data aggregation.
- Amano McGanncorePARCS integration partner. Amano McGann parking management systems integrated with JustPark Insights platform.
- SkidatacorePARCS integration partner. Skidata parking access solutions integrated with JustPark Insights analytics platform.
- FlashParkingcorePARCS integration partner. FlashParking hardware and software integrated with JustPark Insights.
- Scheidt & BachmanncorePARCS integration partner. Scheidt & Bachmann parking solutions connected to JustPark Insights platform.
- DesignacorePARCS integration partner. Designa parking systems integrated with JustPark Insights for data consolidation.
- ParkmobilecoreMobile pay partner. Parkmobile parking payment app integrated with JustPark Insights for unified payment data.
- JustPark (Consumer App)coreMobile pay and reservations partner. Consumer JustPark app integrated for parking payment and reservation data.
- PayByPhonecoreMobile pay partner. PayByPhone parking payment integrated with JustPark Insights platform.
- PassportcoreMobile pay partner. Passport parking payment app integrated with JustPark Insights.
- SpotHerocoreMobile pay and reservations partner. SpotHero integrated with JustPark Insights for reservation and payment data.
- ParkwhizcoreMobile pay and reservations partner. Parkwhiz parking reservation platform integrated with JustPark Insights.
- IPS GroupcoreMeters and pay stations partner. IPS Group smart parking meters integrated with JustPark Insights.
- FlowbirdcoreMeters and pay stations partner. Flowbird urban mobility solutions integrated with JustPark Insights.
- CivicSmartcoreMeters and sensors partner. CivicSmart parking technology integrated with JustPark Insights platform.
- MeterFeedercoreMeters and sensors partner. MeterFeeder parking meter solutions integrated with JustPark Insights.
- J.J. Mackay CanadacoreMeters and sensors partner. J.J. Mackay Canada parking equipment integrated with JustPark Insights.
- GeneteccoreLPR and enforcement partner. Genetec unified security platform integrated with JustPark Insights for LPR data.
- T2 SystemscoreLPR and enforcement partner. T2 Systems parking and enforcement solutions integrated with JustPark Insights.
- ConduentcoreLPR and enforcement partner. Conduent transportation solutions integrated with JustPark Insights.
- SurvisioncoreLPR and enforcement partner. Survision LPR technology integrated with JustPark Insights.
- Xerox (WPS)coreLPR and enforcement partner. Xerox Workplace Solutions parking technology integrated with JustPark Insights.
- ViolympiccoreLPR and enforcement partner. Violympic parking enforcement solutions integrated with JustPark Insights.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Smarking competitors and assessment
Company assessmentEmerging players
- SpotHero: Parking marketplace and reservation platform that integrates into JustPark Insights. Partial overlap via reservation data and emerging operator-side analytics features.
Direct peers
- Passport: Mobile parking payments and transportation platform serving municipalities and universities with its own reporting and policy analytics. Directly competes for the same municipal buyer and overlaps in mobile-pay integration data that Smarking aggregates.
- ParkHub: ParkHub (the acquirer) is a parking management and payments platform serving operators, venues, and universities. Highly comparable in product scope (operations + analytics) and customer base, and now the parent of JustPark Insights.
- T2 Systems: Provider of parking management software and enforcement solutions for universities, municipalities, and operators. Comparable customer base and adjacent analytics/reporting capabilities integrated into its own platform.
Broad incumbents
- Parkmobile (EasyPark Group): Mobile parking payments provider (now part of EasyPark Group) with broad municipal and university coverage and its own data/analytics products. Both a key integration partner and a potential competitor in the analytics layer.
- FlashParking: PARCS and parking management software provider for operators and municipalities. Integration partner today, but offers its own operator-facing dashboards that could compete with JustPark Insights.
- Flowbird: Global urban mobility provider of parking meters, pay stations, and ticketing solutions across Europe and North America. Comparable integration partner profile and overlapping municipal customer base.
- IPS Group: Smart parking meter and pay-station provider that already integrates with JustPark Insights. Owns its own data layer and could bundle analytics directly to its municipal customers.
- Conduent: Large transportation and municipal services provider with parking enforcement, citation management, and curb management offerings. Competes for the same municipal budget line and could expand into analytics.
Others
- Genetec: Unified security platform with LPR capabilities widely integrated into parking operations. An ecosystem participant/enabler whose AutoVu LPR data feeds Smarking, but which could expand into broader analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Smarking social profiles
Digital presenceSmarking financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smarking leadership team
Management profileNumber of profiles
Profiles2 records
Smarking funding detail
Funding detailFunding overview
Funding rounds4 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smarking 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 Smarking
What does Smarking do?
Smarking (now rebranded as JustPark Insights following its acquisition by ParkHub, Inc./JustPark) provides an AI-powered parking analytics platform that unifies data from multiple parking sources including PARCS, payment apps, pay stations, meters, and license plate recognition (LPR) systems. The platform delivers business intelligence, occupancy forecasting, AI-driven recommendations on pricing, demand, staffing, and policy, real-time alerts, and customizable reports for parking operators, municipalities, universities, and commercial real estate owners. It is sold as an enterprise SaaS subscription with quote-based pricing.
Is Smarking a public or private company?
Smarking is a private company. It is classified as corporate owned and is currently acquired.
When was Smarking founded?
Smarking was founded in 2014. It employs 11 to 50 people.
Where is Smarking based?
Smarking is headquartered in San Francisco, United States, in the North America region.
How does Smarking make money?
One revenue line is on record: saaS Platform Subscription.
Who are Smarking's main competitors?
SpotHero is listed as an emerging player. Direct peers are Passport, ParkHub and T2 Systems. Broad incumbents are Parkmobile (EasyPark Group), FlashParking, Flowbird, IPS Group and Conduent. Genetec is listed as an others.
Does Smarking have an API?
No public API is recorded for Smarking.
What industry is Smarking in?
Smarking's product category is Parking Analytics Software. Its primary akta.pro industry code is TLAJAIAD, Parking Access & Revenue Control Systems (PARCS) (Gates, Pay Stations, Ticketing), with a secondary code of TLAJAIAG, Parking Asset Management & Facility Services (Cleaning, Security, Staffing, Maintenance). Its NAICS code is 812930 and its SIC code is 7500.