Viametrics
Viametrics is a Swedish provider of people-counting and visitor-analytics solutions, serving retail chains, shopping-centre operators, and public venues across 55 countries through 3D sensors, communication units, and a proprietary cloud analytics platform (ViaWeb) with subscription pricing.
- Company typePrivate
- Founded1994
- HeadquartersGöteborg, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Viametrics does
Viametrics AB is a Gothenburg-based Swedish provider of people-counting and visitor-analytics solutions, founded in 1994 and operating in 55 countries with 17,502+ systems installed and 500+ customers. The company sells to retail chains, shopping-centre operators, and public venues (museums, libraries, transit), offering a stack built around 3D stereoscopic sensors (via a longstanding Xovis Gold Partner relationship) and heat sensors, mobile-network communication units (CU/SCU) that operate independently of customer IT networks, and a proprietary cloud-based analytics platform called ViaWeb. The platform is supplemented by a deep add-on module ecosystem: ViaMoment (real-time occupancy), ViaWeb KPI (POS/BI integration), ViaWeb Zone (zone analytics), ViaWeb Happy (customer surveys), ViaValidate (anomaly detection), ViaWeb Heat Maps, ViaExclude (staff exclusion), ViaWeb Height, ViaWeb Opening Hours, ViaWeb Planning, ViaWeb Time In Store, and ViaConnect (BI data integration), plus a mobile app for iOS/Android.
The business model combines one-time hardware revenue (sensors and communication units, sold or rented) with recurring monthly SaaS subscriptions priced by number of systems installed, data interval resolution, and add-on services, plus professional services for installation, training (ViaWeb Academy) and SLAs. Go-to-market is hybrid: direct enterprise field sales for major retail chains and shopping-centre operators in the Nordics and Germany, augmented by a certified channel-partner network across Norway, Denmark, Finland, Hungary, China, Hong Kong, Japan, South Africa and Italy. Viametrics markets its data layer via partnerships such as the HUI Research Benchmark Index (BIX) and is positioned as the Nordic leader in visitor counting, sales, and analysis following the 2022 merger with mAnalyze (now ViaAnalyze AB) under parent Viametrics Group AB. The firm is privately held and in March 2026 installed a new CEO, Nicolas Westdahl, with a mandate to accelerate international expansion.
Viametrics firmographics
Firmographics- Name
- Viametrics
- Legal name
- Viametrics AB
- Website
- https://viametrics.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Viametrics is a Swedish provider of people-counting and visitor-analytics solutions, serving retail chains, shopping-centre operators, and public venues across 55 countries through 3D sensors, communication units, and a proprietary cloud analytics platform (ViaWeb) with subscription pricing.
- Ownership category
- akta.pro rank
Where Viametrics is headquartered
LocationHeadquarters
- HQ city
- Göteborg
- HQ country
- Sweden
- HQ region
- Europe
Offices6 records
Markets served
Viametrics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- SaaS Subscription Services: Monthly subscription model where customers pay for number of systems installed, data interval resolution, and add-on services used. Includes Software as a Service (SaaS) funding option.
- Hardware Sales: Sale of equipment including sensors (3D stereoscopic and heat sensors) and communication units (CU and SCU). Equipment can be purchased outright or rented.
- Installation and Support Services: Professional installation by certified staff, ongoing support, training (ViaWeb Academy), and Service Level Agreements (SLAs).
- ViaConnect Data Integration: Integration services for connecting people counting data with customer business intelligence systems. Customized delivery based on organization requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription based on systems installed and services used |
| Unit Pricing | Pay-as-you-go | One-time hardware purchase |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Viametrics product offering
Product offeringCore offering
Viametrics provides people counting and retail analytics solutions combining 3D stereoscopic and heat sensor hardware with the cloud-based ViaWeb analytics platform. The offering includes modular add-on services for real-time occupancy, anomaly detection, zone analytics, and KPI tracking, integrated via ViaConnect and delivered through flexible purchase or rental hardware models for retail chains, shopping centers, real estate operators, and public sector organizations.
Product overview
Viametrics offers a comprehensive people counting and retail analytics platform combining hardware (sensors and communication units), a cloud-based software ecosystem, and add-on analytics modules. The core platform is ViaWeb, a web-based analysis tool providing dashboards, reporting, and map visualizations. This integrates with ViaConnect for BI system data export and is enhanced by multiple optional modules: ViaWeb KPI for advanced KPI analysis, ViaWeb Zone for zone-level traffic analysis, ViaWeb Happy for customer surveys, ViaMoment for real-time occupancy monitoring, ViaWeb Opening Hours for traffic filtering, ViaWeb Planning for staffing optimization, ViaWeb Time In Store for dwell analysis, ViaWeb Heat Maps for flow visualization, ViaExclude for staff filtering, ViaValidate for data quality monitoring, and ViaWeb Height for demographic estimation. The company also offers a mobile app and utilizes Xovis 3D sensors as hardware components.
Differentiator
Problem solved
Functional benefit
Brands
- ViaWeb: Web-based analytics platform for visitor data analysis, dashboards, reporting, and zone mapping.
- ViaMoment
- ViaWeb KPI
- ViaConnect
- ViaWeb Zone
- ViaWeb Happy
- ViaValidate
- Viametrics Mobile
Products and services
- ViaWeb Platform Cloud-based analytics platform that aggregates data from Viametrics 3D stereoscopic and heat sensors and delivers reporting, dashboards, KPIs, and modular analytics for retail chains, shopping centers, and public sector customers.
- 3D Stereoscopic Sensors Hardware sensors using 3D stereoscopic technology to count people with claimed 95% accuracy, deployed at store entrances and other counting points and operating without network dependency at the sensor level.
- Heat Sensors Alternative sensor hardware using heat detection technology for people counting in environments where 3D stereoscopic sensors are less suitable.
- Communication Units (CU/SCU) Hardware communication devices (Customer Unit / Super Customer Unit) that aggregate and transmit sensor data from the field to the ViaWeb cloud platform.
- ViaConnect Data integration platform that connects ViaWeb with third-party business systems for unified reporting and analytics workflows.
- ViaValidate Add-on analytics module providing anomaly detection and data validation capabilities for people counting data.
- ViaMoment (ViaWeb Moment) Add-on module for real-time occupancy monitoring and current visitor counts in stores and public spaces.
- Viametrics Mobile App Mobile application providing access to ViaWeb analytics and dashboards for on-the-go monitoring of visitor data.
Quantifiable outcome
- 95% counting accuracy guaranteed
- +3 more outcomes
Companies that use Viametrics
Customer profileNamed customers27 records
Segments4 records
Ideal customer profiles3 records
Viametrics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature12 records
Viametrics partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and regional.
- mAnalyzecoreAcquisition merger making mAnalyze part of Viametrics Group AB as ViaAnalyze AB. mAnalyze brought expertise in shopping centres, city centres and visitor industry analytics with complementary KPIs. Combined entity became leading player in Nordic region for visitor counting, sales and analysis. Merger provides greater resources for development and support with combined experience and knowledge.
- Systema (Italy)regionalItalian partner for marketing and installation of Viametrics people counting systems. Part of Viametrics' European expansion strategy.
- Vemco (Denmark)regionalDanish distribution partner for Viametrics products. First step toward European expansion. Vemco handles sales of Viametrics products in the Danish market.
- Xovis AGcoreLong-standing strategic partnership with Xovis AG, a market-leading 3D stereovision sensor manufacturer. Viametrics has been named Xovis Gold Partner for 5 consecutive years. Xovis sensors (700,000+ installed globally) are integrated into Viametrics' people counting solutions. Xovis has offices in Bern (Switzerland), Boston (USA), Berlin (Germany), and Gurugram (India). Partnership enables Viametrics to deliver high-precision counting and analysis of people flows worldwide.
- Frivente Solutions Oy (Finland)regionalFinnish distributor and installer of Viametrics products and services. Located in Vantaa, Finland. Provides local sales, installation and support for Finnish customers.
- Xperion Kft (Hungary)regionalHungarian distributor and installer of Viametrics products. Located in Budapest. Provides local sales, installation and support for Hungarian customers.
- Beyond Technology (South Africa)regionalSouth African distributor of Viametrics products. Located in Pretoria. Handles sales and installation support for South African customers.
- SX Group (China)regionalLocal partner in China for Viametrics Shanghai Trading Co. Ltd operations. Provides support for Chinese market activities.
- HUI ResearchcoreSwedish research company partnership for Benchmark Index (BIX) monthly reports. Combines Viametrics' validated, anonymized visitor statistics with HUI's deep industry insights and analytical expertise. Report provides monthly shopping centre visitor trends for Sweden, created since at least 2018.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Viametrics competitors and assessment
Company assessmentBroad incumbents
- Sensormatic Solutions (ShopperTrak, JCI): Johnson Controls-owned retail traffic and loss-prevention solutions provider via ShopperTrak. Competes directly in people counting for retail and shopping centres as part of a much broader hardware/software portfolio.
- Irisys (Roper Technologies): UK-origin thermal people counting technology provider, now part of Roper Technologies. Competes in people counting for retail, public transport, and venues; comparable hardware-plus-software offering.
- Cisco Meraki (Smart Cameras): Cisco's Meraki smart camera line includes people counting and analytics features that compete with Viametrics' dedicated sensors by leveraging existing security camera infrastructure in retail and venues.
Emerging players
- Xovis AG: Swiss-based 3D stereovision sensor manufacturer and Viametrics' core technology partner. Xovis sensors (700,000+ installed globally) are integrated into Viametrics' solutions, making Xovis both an ally and a potential competitor as it expands its own software offerings.
Direct peers
- RetailNext: US-based retail analytics platform combining in-store sensor data (including 3D sensors), traffic counting, and SaaS analytics for retailers. Closest direct competitor in the retail footfall analytics SaaS category with overlapping use cases (conversion, dwell, heatmaps, KPI).
- Density: US-based people counting and space utilization platform using proprietary depth sensors and software analytics for offices, retail, and venues. Direct competitor in sensor-based footfall SaaS with comparable use cases.
- FootFallCam: UK/Hong Kong-based people counter manufacturer offering 3D stereo sensors and analytics software for retail and shopping centres worldwide. Comparable product stack and international channel partner model.
- V-Count: Turkey-based people counting hardware and SaaS analytics provider serving retail, malls, airports, and public venues globally. Comparable sensor-plus-cloud offering with international channel presence.
- Countwise: UK-based people counting solutions provider for retail and shopping centres using 3D stereo sensors. Direct competitor in the European market with similar targeting of retail chains and mall operators.
Regional players
- Dor: Nordic-based people counting and retail analytics provider with overlapping customer base in Sweden and Scandinavia. Direct regional competitor for retail chains and shopping centres in Viametrics' home market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Viametrics social profiles
Digital presenceViametrics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viametrics leadership team
Management profileNumber of profiles
Profiles2 records
Viametrics subsidiaries and ownership
Company hierarchySubsidiaries1 record
Viametrics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viametrics 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 Viametrics
What does Viametrics do?
Viametrics provides people counting and retail analytics solutions combining 3D stereoscopic and heat sensor hardware with the cloud-based ViaWeb analytics platform. The offering includes modular add-on services for real-time occupancy, anomaly detection, zone analytics, and KPI tracking, integrated via ViaConnect and delivered through flexible purchase or rental hardware models for retail chains, shopping centers, real estate operators, and public sector organizations.
Is Viametrics a public or private company?
Viametrics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viametrics founded?
Viametrics was founded in 1994. It employs 11 to 50 people.
Where is Viametrics based?
Viametrics is headquartered in Göteborg, Sweden, in the Europe region.
How does Viametrics make money?
Four revenue lines are on record. SaaS Subscription Services are the primary driver. The others are hardware Sales, installation and Support Services and viaConnect Data Integration.
Who are Viametrics's main competitors?
Broad incumbents on record are Sensormatic Solutions (ShopperTrak, JCI), Irisys (Roper Technologies) and Cisco Meraki (Smart Cameras). Xovis AG is listed as an emerging player. Direct peers are RetailNext, Density, FootFallCam, V-Count and Countwise. Dor is listed as a regional player.
Does Viametrics have an API?
No public API is recorded for Viametrics.