E-Tabs

What E-Tabs does

E-Tabs Ltd is a privately held UK-based software company founded in London in 1993 that provides report automation and data visualization solutions purpose-built for the market research industry. Its core product, E-Tabs Enterprise, connects data sources (Excel, SPSS, Google Sheets, SQL databases, Power BI, and Tableau) to PowerPoint, Word, Google Slides, and PDF templates, automatically populating charts, tables, and formatted outputs with market-research-specific features including statistical testing, low-base indication/suppression, and conditional formatting. The portfolio is complemented by E-Tabs Bureau Service (managed outsourced reporting), Graphique (desktop PowerPoint charting plug-in), SlideCraft (cloud-based bulk charting), Vizualz (infographic/data visualization plug-in), E-Cloud (cloud-based dashboard exports), and the Beta-stage Samrai AI feature for automated commentary generation.

The business operates a hybrid revenue model: enterprise software licensing for the E-Tabs Enterprise platform, professional-service Bureau contracts (including Kantar, which reportedly saves 17,000 hours annually), self-service subscriptions for Graphique, SlideCraft, and Vizualz (Vizualz priced transparently at $39.99/month or $399.99/year), and cloud subscription revenue from E-Cloud dashboard integrations. Distribution combines enterprise field sales for large deployments with product-led growth for individual analysts, supported by strategic partnerships with the Market Research Society (MRS), ESOMAR, the Insights Association, and Quirk's Media. The company maintains regional offices in London (headquarters), North America, and Auckland, New Zealand, and has won four major industry awards including the Queen's Award for Enterprise: Innovation and the Insights Association Hall of Honor Award. Leadership is anchored by founder-CEO Benjamin Rietti, with a senior team of directors overseeing development, customer success, and report automation services.

E-Tabs positions itself as a domain specialist rather than a horizontal productivity tool, citing 30+ years of accumulated MR workflow expertise as a core differentiator. With 11–50 employees and no disclosed external funding, the company operates as a bootstrapped, founder-led business with steady product expansion and conference-driven demand generation rather than venture-backed hyper-growth.

Name

E-Tabs

Legal name

E-Tabs Ltd

Website

https://e-tabs.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

E-Tabs provides report automation and data visualization software purpose-built for the market research industry, connecting data sources to PowerPoint, Google Slides, and dashboards to automate repetitive reporting workflows for research agencies and corporate insights teams globally.

Ownership category

akta.pro rank

Product category

Market Research Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Workflow Automation for IT & Ops (Runbooks, Job Scheduling) (HDAEAHAH)

Keywords

• Report automation software
• Market research reporting
• PowerPoint chart automation
• Dashboard export tools
• Data visualization plugins

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Enterprise Software Licenses: E-Tabs Enterprise is sold as a software solution for automating repetitive reports including trackers, multi-market studies, segmentation, KPI scorecards, and concept/ad tests. Revenue generated through licensing with pricing based on organization size and usage.
2. Bureau Reporting Service: Managed reporting service where E-Tabs team acts as an extension of client's team to build automation and deliver reports. Used for tracking studies, multi-market studies, and repetitive research. Revenue generated through service fees based on project scope and volume.
3. PowerPoint Charting Tools (Graphique & SlideCraft): Desktop and cloud-based PowerPoint charting solutions sold as subscriptions or licenses for market research charting automation.
4. Vizualz Subscriptions: PowerPoint infographic plugin sold through monthly ($39.99/month) or annual ($399.99/year) subscription plans. Includes full support and updates.
5. Dashboard Exports (E-Cloud): Cloud-based solution extending PowerBI and Tableau dashboards with automated PowerPoint/Google exports. Revenue generated through subscription model.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

E-Tabs develops and sells report automation software for the market research industry. Its products link data sources such as SPSS, Decipher, Confirmit, Qualtrics, and Excel to Microsoft Office and Google Workspace templates, automatically generating PowerPoint, Word, Excel, Google Slides, Sheets, and PDF reports. In addition to its enterprise automation platform and PowerPoint plug-ins, E-Tabs runs a managed Bureau Service that produces tracking, multi-market, and repetitive research reports on behalf of clients.

Product overview

E-Tabs is a report automation platform comprising multiple integrated products designed for market research reporting. The core offering centers on E-Tabs Enterprise, the flagship report automation software that connects data sources (Excel, SPSS, Google Sheets) to PowerPoint/Google Slides/Word/Excel/PDF templates for automated report population. Complementing Enterprise are the Bureau Service (managed reporting team), E-Tabs Graphique (desktop PowerPoint charting plugin), SlideCraft (cloud-based bulk charting), Vizualz (infographic/data visualization plugin), and E-Cloud (cloud-based dashboard export automation). The product portfolio also includes AI-powered Samrai (beta) for automated commentary generation. These products work together to automate repetitive reporting workflows—chart population, data visualization, and full report generation—across both Office and Google ecosystems, with API integration for Power BI and Tableau dashboards.

Differentiator

Problem solved

Functional benefit

Brands

• E-Tabs Enterprise: World's leading report automation solution for PowerPoint, Word, Excel, Google Slides, Sheets and PDF reports
• E-Tabs Bureau Service
• E-Tabs Graphique
• E-Tabs SlideCraft
• E-Tabs Vizualz
• E-Tabs Samrai
• E-Tabs E-Cloud

Products and services

• E-Tabs Enterprise Enterprise report automation platform that fully automates PowerPoint, Word, Excel, Google Slides, Sheets, and PDF reports by linking data sources such as SPSS, Decipher, Confirmit, Qualtrics, and Excel to templates; designed for market research agencies and corporate insights teams producing high-volume, repetitive deliverables.
• E-Tabs Bureau Service Managed reporting service providing a local, multilingual outsourcing team that produces tracking, multi-market, and repetitive research reports on behalf of clients; complements E-Tabs Enterprise and other software products.
• E-Tabs Graphique Desktop PowerPoint plug-in that enables users to create accurate charts quickly and easily directly from data tables inside PowerPoint; targeted at researchers and analysts building chart-heavy decks.
• E-Tabs SlideCraft Cloud-based solution that mass-produces chart decks from PowerPoint template slides, enabling high-volume chart production for large research projects.
• E-Tabs Vizualz PowerPoint plugin for creating instant infographics and data visualizations, including filled images, gauges, maps, and word clouds; targeted at researchers and analysts who need richer visual storytelling inside PowerPoint.
• E-Tabs E-Cloud Cloud-based automation platform that extends existing dashboards (Power BI, Tableau) with fully editable PowerPoint and Google exports, adding market-research-style automation on top of BI dashboards.
• E-Tabs Samrai AI-powered automated analysis feature for PowerPoint reports that integrates large language models from Gemini, Claude, ChatGPT, and Azure OpenAI to generate written commentary and analysis on slides; currently in Beta.
• Iris Online dashboard reporting tool built from the ground up with survey data and market research needs in mind; acquired and integrated into E-Tabs' product portfolio.

Quantifiable outcome

• Kantar saves over 17,000 working hours every year through E-Tabs automation
• +8 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered strategic and minor.

• Market Research Society (MRS)strategicOthersE-Tabs maintains active partnership with MRS, participating in conferences and recognizing industry excellence. MRS is a leading professional body for market research in the UK.
• ESOMARstrategicOthersE-Tabs participates in ESOMAR Congress as exhibitor and presenter, engaging with global market research community.
• Insights AssociationstrategicOthersE-Tabs is recognized by the Insights Association and holds the Hall of Honor Award. Active participation in IA events.
• Association for Survey Computing (ASC)minorOthersE-Tabs has won multiple ASC awards for technology innovation and effectiveness.
• Canadian Research Insights Council (CRIC)minorOthersE-Tabs participates in CRIC events in Canada for market research industry engagement.
• Quirk's MediastrategicOthersE-Tabs is a regular exhibitor and presenter at Quirk's Events in multiple cities including Dallas, Chicago, London, New York, and Los Angeles.
• ICG (Insight Community Group)minorOthersE-Tabs maintains partnership with ICG for industry collaboration and knowledge sharing.
• newmrminorOthersPartnership with newmr - new marketing research community organization.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Canva: Canva is a broad design platform with presentation tools, infographic templates, and visual data widgets that partially overlap with E-Tabs Vizualz. While Canva targets a broader creative audience, it is increasingly used by MR firms for lightweight infographic creation.
• Domo: Domo is a cloud BI platform that blends dashboards, reporting, and embedded analytics. It competes for the corporate-insights-team buyer that E-Tabs targets with E-Cloud and Enterprise, particularly where automated stakeholder reporting is required.
• Tableau (Salesforce): Tableau is a broad BI and dashboard platform that competes with E-Tabs E-Cloud at the dashboard layer; however, E-Tabs extends Tableau rather than replacing it. Many E-Tabs customers use Tableau upstream and E-Tabs downstream to produce editable PowerPoint outputs.
• Qlik: Qlik is an established BI and data analytics platform competing in the same dashboard and reporting automation category. Its analytics outputs are commonly consumed by MR and corporate-insights teams that E-Tabs also serves.
• IBM SPSS: IBM SPSS is the dominant statistical-analysis tool used by market-research teams and integrates with E-Tabs Enterprise as a data source. While SPSS is an upstream tool rather than a presentation layer, it represents a possible point of disruption if SPSS adds native reporting automation.
• Microsoft Power BI: Power BI is Microsoft's flagship analytics platform, integrated with the same PowerPoint/Excel/Office ecosystem that E-Tabs targets. Microsoft's addition of Copilot-driven narrative and export features is a direct long-term competitive vector for E-Tabs E-Cloud and E-Tabs Enterprise.

Emerging players

• Beautiful.ai: Beautiful.ai is an AI-augmented presentation design platform that automates slide creation with smart templates. It overlaps with E-Tabs' Graphique/Vizualz storytelling use case but lacks E-Tabs' MR-specialized statistical features and Excel/SPSS data plumbing.
• Gamma: Gamma is an AI-native presentation and web-page generator that produces full slide decks from prompts and structured inputs. It represents a generative-AI disruptor to traditional MR reporting automation workflows, though it lacks E-Tabs' deep MR statistical-testing and low-base suppression logic.
• Infogram: Infogram is a data-visualization and infographic platform that competes with E-Tabs Vizualz on chart/infographic creation. It serves a similar analyst and corporate-communications persona but lacks E-Tabs' MR-specific statistical testing and PowerPoint-native plug-in delivery.

Direct peers

• Mekko Graphics: Mekko Graphics is a PowerPoint charting add-in purpose-built for market-research presentations (marimekko, segmentation, stacked-bar charts). It directly competes with E-Tabs Graphique and SlideCraft for the same MR analyst persona doing PowerPoint chart production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/etabsnews
• YouTubeyoutube.com/channel/UCIvX_3HztawGkpgWQsDf3Sg
• Facebookfacebook.com/ETabsNews/?ref=br_rs
• LinkedInlinkedin.com/company/e-tabs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 E-Tabs