The Information Lab

What The Information Lab does

The Information Lab is a privately held, London-headquartered data analytics consultancy and training firm founded in 2010 by Tom Brown. It delivers data engineering and analytics consulting, Tableau and Alteryx training (on-site, customised, and free on-demand), and operates The Data School — a training pipeline that places junior consultants with clients on six-month rotations and offers permanent conversion. The company's technology stack is anchored on the modern data ecosystem: it is a premier partner of Tableau (Salesforce) and Alteryx since inception, with Snowflake, AWS, and dbt (2024 Emerging Partner of the Year) added to support cloud-first architectures.

The firm's revenue model blends professional services (bespoke consulting, six-month Data School placements, on-site training) with recurring licensing & hosting for Tableau and Alteryx and free, self-serve products (Analytics Readiness Tools, Tableau Accelerators, and Tableau Exchange Extensions such as Export All with 191,070 downloads) that feed top-of-funnel demand. A Centre of Excellence community platform and event-led marketing (Alteryx on Tour, Training Days, webinars) support retention and acquisition across nine countries in Europe and North America. Notable customers include JLL, SBFM, The National Trust, and the Marine Conservation Society, with elite talent credentials (5 Tableau Zen Masters, 2 Alteryx Aces on the support desk) functioning as a quality signal.

Operationally, the company is bootstrapped with no disclosed external funding, has 11–50 employees, and operates without a mobile app, public API, or proprietary AI models. Its competitive differentiation rests on partner ecosystem depth, an in-house talent pipeline, and content assets — making it a services-led reseller and enablement layer rather than a software product company.

Name

The Information Lab

Legal name

The Information Lab

Website

https://theinformationlab.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The Information Lab is a London-headquartered data analytics consultancy and training firm serving enterprise clients across nine European and North American countries, built around premier partnerships with Tableau, Alteryx, Snowflake, AWS, and dbt.

Ownership category

akta.pro rank

Product category

Data Analytics Consulting and Training

NAICS

Computer Systems Design and Related Services (54151), Management Consulting Services (54161)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Data Platforms & Modern Data Stack Services (Lakehouse, DW, MDM) (BPAEAHAC)

akta.pro secondary industries

Advanced Analytics & Data Science Services (BPAEAHAE), Database Administration & Data Engineering (RDBMS/NoSQL, ETL/ELT, Pipelines) (EDABAFAI)

Keywords

• Data analytics consulting
• Tableau implementation
• Alteryx training
• Data visualization services
• Analytics training program

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Bespoke data analytics consulting engagements delivered by skilled consultants to help organizations get value from their data.
2. Training Services: On-site and on-demand training courses for Tableau and Alteryx, including official training courses and customized programs. Free data skills training also offered.
3. Data School Placements: 6-month consultant placements allowing organizations to dynamically size their team's capacity, with options for permanent hiring after placement.
4. Licensing & Hosting: Software licensing and hosting services for Tableau and Alteryx, matching software to customer data needs.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Information Lab provides data analytics consulting, training, and software licensing services built on partnerships with Tableau, Alteryx, Snowflake, AWS, and dbt. Its offerings include Data Engineering and Analytics consulting engagements, on-site and on-demand training, The Data School consultant placement programme, Tableau and Alteryx licensing/hosting, and a portfolio of free Tableau accelerators and extensions distributed via Tableau Exchange.

Product overview

The Information Lab is a data analytics consulting and training company offering a portfolio of services and products. Their core offerings include Data Engineering and Analytics consulting services delivered by expert consultants, complemented by The Data School — a training program providing 6-month data consultant placements. They offer Tableau and Alteryx training (both on-site and on-demand free courses), plus a range of Tableau-specific products including Accelerators (pre-built industry dashboards) and Extensions (Export All and Image Viewer). They also provide free self-serve Analytics Readiness Tools for Tableau and Alteryx assessment. The company operates across 9 countries including UK, Germany, France, Italy, Spain, Ireland, Luxembourg, and USA.

Differentiator

Problem solved

Functional benefit

Brands

• The Data School: A division of The Information Lab focused on training people to become data analysts. The programme addresses the data skills gap by offering 6-month placements and training thousands to qualify in data analytics.

Products and services

• Data Engineering Services Consulting services delivered by data engineering experts to help organizations deliver data transformation projects and solve complex data challenges.
• Analytics Services Analytics consulting services helping organizations across industries make sense of their data through visualization and analysis solutions.
• Tableau Training On-site Tableau training sessions led by Certified Tableau Consultants and expert trainers, accommodating up to 15 participants over 1-3 days with customizable curriculums.
• Alteryx Training Bespoke on-site Alteryx training guided by Certified Alteryx Consultants, covering functionalities from beginner to advanced techniques including spatial analysis and predictive modelling.
• Licensing & Hosting Software licensing and hosting services matching Tableau and Alteryx software to organizational data needs.
• The Data School Global training program addressing the data skills gap, offering 6-month consultant placements or permanent hiring to grow organizations' data teams.
• Free Data Skills Training Free on-demand training courses covering Tableau, Alteryx, and Tableau Prep from basics to intermediate levels, developed by industry-leading trainers.
• Tableau Accelerators Ready-made Tableau dashboards tailored to various industries including insurance, wealth management, HR, and web analytics, designed to accelerate data analysis with minimal setup.
• Export All Extension Tableau extension enabling users to generate a single Excel workbook from multiple Tableau charts with one click, simplifying data export from dashboards.
• Image Viewer Extension Tableau extension displaying one or more images on dashboards driven by select or filter actions, with toolbar for image rotation, navigation, and zoom.
• Tableau Health Check Self-serve assessment tool evaluating Tableau environment health across Foundation, Dashboard, Team, AI, and Pipelines areas, providing readiness scores and practical recommendations.
• Alteryx Journey Mapper Self-serve assessment tool with eleven questions across Infrastructure, Workflow health, Tier & score, and Personal roadmap areas for Alteryx readiness evaluation.
• Centre of Excellence Social sharing platform for customers to share knowledge, post questions, and access online training sessions and webinars, supported by The Information Lab team.
• Support Desk Technical support desk for licensed customers, monitored by a team including 5 Tableau Zen Masters and 2 Alteryx Aces, providing ticket-based issue resolution during local working hours.

Quantifiable outcome

• Over 1000 consulting projects completed since 2010
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Six partnerships are on record, tiered core.

• dbtcoreTechnology or Integration · 1 January 2024Emerging Partner of the Year 2024. dbt (data build tool) used for data transformation and analytics engineering. Integrated into modern data stack solutions.
• Tableau (Salesforce)coreTechnology or IntegrationPremier partner of Tableau since 2010, one of the first in the UK. Provides Tableau consulting, training, and implementation services. Offers official Tableau training courses including Desktop Fundamentals, Intermediate, Advanced, and Prep.
• AlteryxcoreTechnology or IntegrationPremier partner of Alteryx since 2010, one of the first in the UK. Certified Alteryx consultants provide training and implementation services. Multiple Partner of the Year awards received (EMEA 2024, Europe 2022).
• SnowflakecoreTechnology or IntegrationAward-winning partnership providing Snowflake cloud data platform integration. Used in analytics pipeline modernization projects, migrating from legacy systems to cloud-first architecture.
• AWScoreTechnology or IntegrationAmazon Web Services partnership for cloud infrastructure. Used in combination with Snowflake for cloud data solutions and analytics pipeline modernization.
• The Data SchoolcoreStrategic or Co-development PartnerA division of The Information Lab focused on introducing people to careers in data analytics. Has launched careers of hundreds of data professionals and provides 6-month consultant placements for clients.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• InterWorks: Specialist Tableau, Alteryx, and Snowflake consultancy with a similar blend of consulting, training, and partner-driven services. Operates as a direct competitor for the same vendor ecosystems and enterprise customer base.
• Senturus: Analytics consultancy focused on Tableau, Power BI, and Alteryx, providing training and implementation services to enterprise clients — competing for similar Tableau-centric engagements in North America and EMEA.
• Data Meaning: Tableau consulting and training partner serving North America with a similar service mix of consulting, training, and community enablement around the Tableau ecosystem.
• DataBlick: Tableau consultancy and training provider that builds Tableau extensions, accelerators, and training content for the community — overlapping with TIL's accelerators, extensions, and Data School offerings.
• Biztory: EMEA-based Tableau and Alteryx partner offering consulting, training, and licensing services. Closely comparable in geography, vendor mix, and services portfolio to The Information Lab.

Emerging players

• DataCamp: Online data skills training platform with free and paid courses. Competes with TIL's free on-demand Tableau/Alteryx training offering, though primarily through self-serve e-learning rather than instructor-led consulting.
• PhData: Data and analytics consultancy specialising in Snowflake, dbt, and modern data stack implementations. Comparable modern data stack services focus and an emerging partner status with overlapping vendors.

Broad incumbents

• General Assembly: Established provider of data and tech training programmes. Comparable to The Data School in training format but broader in scope and significantly larger in scale and brand recognition.
• Accenture (Data & AI practice): Global systems integrator with extensive Tableau and Snowflake delivery capability. Represents a competitive threat on large multi-region enterprise deals where TIL is too small to bid as prime.
• Slalom Consulting: Large global consultancy with a significant Tableau, Snowflake, and modern data stack practice. Competes with TIL on enterprise analytics engagements but operates at significantly larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/infolabuk
• Facebookfacebook.com/theinformationlab
• LinkedInlinkedin.com/company/the-information-lab

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 The Information Lab