What Purple Frog Systems does

Purple Frog Systems Ltd is a UK-based Microsoft Data Analytics consultancy headquartered in Telford, Shropshire, founded in 2004 and operating for more than 20 years. The firm designs, builds and manages enterprise data platforms across the Microsoft stack — SQL Server, Azure Synapse, Microsoft Fabric, Power BI, Databricks, Azure Machine Learning and the Power Platform — serving multinational and public-sector clients in financial services, retail, fitness, insurance, education and technology (e.g., Target Group, The Gym Group, Principality Building Society, Liberty Syndicates, Card Factory, Nurture Group). It is a Microsoft Solutions Partner (Data & AI on Azure) with two Microsoft MVPs on staff and holds ISO 27001, Cyber Essentials Plus, and Great Place to Work certifications.

The business runs three primary revenue lines: professional services (consultancy, bespoke system development), managed-service retainers (24x7x365 monitoring and development resource allocation), and a small but growing portfolio of subscription SaaS products — notably Power BI Sentinel (governance/auditing for Power BI and Fabric) and AI Agents (a generative/agentic AI customer-support product launched in 2026). Distribution is direct, sales-led, and complemented by Microsoft's co-sell programme; the firm also invests heavily in community-driven demand generation through the Microsoft Data Platform Group Birmingham and involvement in SQLBits.

Purple Frog is privately held, founder-controlled (Alex Whittles, Managing Director) with no disclosed external investment, operating from a single UK office. Its commercial model is increasingly shifting from pure billable-hours consulting toward a hybrid of services plus recurring SaaS, while the recent expansion of AI services and UK-SME funding-adjacent offerings signals modest market broadening. The firm remains a small specialist partner in the broader Microsoft ecosystem rather than a scaled platform business.

Name

Purple Frog Systems

Legal name

Purple Frog Systems Ltd

Website

https://purplefrogsystems.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Purple Frog Systems is a UK-based Microsoft Solutions Partner that designs, builds and manages data analytics, Power BI, Microsoft Fabric and AI solutions for enterprise and public-sector clients, supplemented by subscription SaaS products.

Ownership category

akta.pro rank

Product category

Data Analytics and AI Consulting Services

NAICS

Computer Systems Design Services (541512), Computer Systems Design and Related Services (5415), Custom Computer Programming Services (541511)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

AI/ML Solution Integration & MLOps Enablement (BPAEAAAJ)

Keywords

• Data analytics consulting
• Microsoft Fabric implementation
• Power BI development
• Business intelligence services
• AI and ML solutions

Headquarters

HQ city

Telford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consultancy Services: Advisory engagements covering data strategy, architecture, audit, investigation, and technical assessment delivered by certified Microsoft data professionals, either on-site or remotely. Billed as professional services engagements.
2. Managed Service: Ongoing support and development retainer providing proactive monitoring, management, and guaranteed monthly development resource allocation for analytics and reporting environments. Includes 24x7x365 production system monitoring and support.
3. System Development: Bespoke design and implementation of complete data analytics solutions including data warehouses, data lakes, Power BI reports, machine learning, and AI solutions. Phased delivery with regular milestones.
4. AI Agents (SaaS): Subscription-based AI Agent product with setup fee and monthly recurring charge, providing up to 5,000 automated customer interactions per month. Setup £500, monthly £50 billed annually.
5. Power BI Sentinel: SaaS governance and auditing tool for Power BI and Microsoft Fabric, provided as a subscription product.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Purple Frog Systems is a UK-based Microsoft Solutions Partner that delivers data analytics, business intelligence, Microsoft Fabric, Power BI, and AI/ML consultancy services to enterprise and mid-market organisations. The company provides end-to-end capabilities spanning data strategy, architecture, audit and investigation, bespoke system development (data warehouses, data lakes, Power BI reports, ML/AI solutions), and 24x7x365 managed service retainers. Two proprietary SaaS products — Power BI Sentinel (governance) and AI Agents (24/7 automated customer support) — complement the services portfolio alongside Power BI training and AI project funding advisory.

Product overview

Purple Frog Systems is a UK-based Microsoft Solutions Partner offering data analytics and AI consultancy services. The portfolio consists of four core service pillars — Data Analytics, Microsoft Fabric, Power BI, and Artificial Intelligence — supported by specialized add-ons. Microsoft Fabric provides the unified cloud analytics platform underpinning modern deployments, Power BI serves as the front-end visualization layer, and the AI practice covers machine learning, agentic AI, and custom model development. Add-on offerings include Power BI Sentinel (a proprietary SaaS governance tool), AI Agents (automated customer support), and AI Project Funding Support (access to UK government tech skills programmes). The company delivers consultancy, managed services, and system development across on-premises SQL Server and cloud Azure/Fabric environments.

Differentiator

Problem solved

Functional benefit

Brands

• Power BI Sentinel: A SaaS tool designed to simplify auditing, governance, and disaster recovery for Power BI and Microsoft Fabric.

Products and services

• Data Analytics Consultancy End-to-end consultancy, development and support services for business intelligence and data analytics, covering data strategy, platform development, integration, governance, insight delivery and AI assistance for enterprise and mid-market organisations.
• Microsoft Fabric Services Consultancy, migration and implementation services for Microsoft Fabric — Microsoft's unified analytics platform-as-a-service — including the proprietary Fabric Foundations structured engagement methodology and migration of existing Azure Synapse environments.
• Power BI Services Bespoke Power BI training, report and dashboard creation, governance guidance and Power Platform solutions (Power Apps, Power Automate) for organisations adopting Microsoft Power BI.
• Artificial Intelligence Services AI and ML implementation services delivered on Azure Machine Learning and the Azure AI ecosystem, covering predictive analytics (churn, fraud), NLP (sentiment, opinion mining), custom model development, AI strategy and agentic automation for enterprise clients.
• Power BI Sentinel Proprietary SaaS tool that simplifies auditing, governance and disaster recovery for Power BI and Microsoft Fabric environments, sold on a subscription basis to data platform owners.
• AI Agents Subscription-based AI customer support agent service providing 24/7 automated responses, troubleshooting and transaction completion, built on Generative and Agentic AI with natural language processing. Setup £500, monthly £50 (billed annually) covers up to 5,000 interactions per month.
• AI Project Funding Support Advisory service helping UK organisations, particularly SMEs, navigate and access government AI and digital skills funding programmes such as the £187m TechFirst scheme and the AI Skills Partnership (TechYouth, TechLocal, TechGrad, TechExpert).
• Power BI Training Expert-led Power BI training (introductory and advanced) covering visualisation, DAX, the VertiPaq engine, performance optimisation and report design, delivered as half-day or full-day sessions, remote or on-site.
• Managed Service Retainer Recurring managed services retainer providing proactive monitoring, guaranteed monthly development resource allocation and 24x7x365 production system monitoring and support for client analytics and reporting environments.

Quantifiable outcome

• 91.5% of leading businesses have ongoing investments in AI (Business Wire Report, NewVantage Partners 2020 Big Data and AI Executive Survey)
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MicrosoftcoreTechnology or IntegrationPurple Frog Systems is a Microsoft Solutions Partner in Data & AI (Azure), recognised by Microsoft for proven capability and experience delivering Microsoft-based solutions. The partnership provides access to Microsoft's co-sell programmes and enterprise customer ecosystem. Team includes two Microsoft MVPs.
• SQLBitscoreStrategic or Co-development PartnerPurple Frog Systems is involved in organising SQLBits, Europe's largest Microsoft Data conference. Team members present sessions and the company contributes to conference programming. SQLBits 2026 was held at ICC Wales in Newport.
• Good Business CharterminorOthersPurple Frog Systems is a signatory to the Good Business Charter, an initiative aligning with the company's core values around trusted relationships and ethical business conduct. One of the first data analytics consultancies to sign up.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Adatis: UK Microsoft Data & AI consultancy specialising in Azure, Power BI, Synapse, Fabric, and machine learning. Direct peer with overlapping Microsoft-centric service portfolio, target customers, and partner programme positioning.
• Cloudreach: European cloud consultancy with deep Microsoft Azure expertise including data platform and AI services. Comparable scope and customer base, with stronger managed-services heritage.
• Advancing Analytics: UK-based Microsoft data and analytics consultancy offering Power BI, Azure, and AI services. Highly comparable as a same-region Microsoft Gold/Solutions Partner competing for similar enterprise Fabric and BI engagements.
• BlueGranite: US-based Microsoft data and analytics consultancy delivering Power BI, Azure Synapse, and Fabric solutions. Similar Microsoft-centric service portfolio targeting enterprise BI and analytics outcomes.

Emerging players

• Solidatus: UK-based data lineage and governance software vendor that integrates with Microsoft Fabric and Power BI. Comparable as a complementary UK ecosystem player addressing governance within enterprise Microsoft data estates - the same pain point Power BI Sentinel targets.

Broad incumbents

• Crayon: Microsoft-focused IT services and licensing partner operating across multiple geographies including the UK and EMEA. Comparable through its Microsoft Data & AI services practice and partner-led go-to-market.
• Avanade: Accenture/Microsoft joint venture and the largest pure-play Microsoft services firm. Competes for the same enterprise Fabric, BI, and AI engagements but with vastly greater delivery capacity and global reach.
• Capgemini: Global IT services firm with a Microsoft Data & AI practice and large-scale data engineering delivery. Overlaps with Purple Frog on enterprise data platform and AI projects, particularly at the upper end of deal size.
• Insight Enterprises: Global Microsoft partner combining IT services, data platform consulting, and managed services. Comparable through its Microsoft Solutions Partner practice targeting enterprise data and AI outcomes.
• Slalom: Global consultancy with a strong Microsoft Data & AI practice. Competes for similar enterprise data modernisation and AI engagements but as a much larger multi-discipline firm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/purplefrogsys
• LinkedInlinkedin.com/company/purple-frog-systems

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 Purple Frog Systems