SQLBI
SQLBI is a bootstrapped Microsoft BI education and tools firm specializing in DAX, Power BI, and Analysis Services, offering classroom and video training, consulting, books, and a suite of widely used free developer tools to BI professionals and enterprise teams worldwide.
- Company typePrivate
- Founded2004
- HeadquartersLas Vegas, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What SQLBI does
SQLBI is a privately held Business Intelligence education and tools company founded in 2004 by Marco Russo and Alberto Ferrari, operating under the legal entity SQLBI Corp. (USA) with Loader as its European legal entity. The company specializes exclusively in the Microsoft BI stack, with deep focus on DAX (Data Analysis Expressions), Power BI, Power Pivot, and SQL Server Analysis Services (SSAS) Tabular and Multidimensional, and is described as "an essential reference in the BI world."
The core product portfolio spans free reference and developer tools (DAX Guide, DAX Patterns, DAX.do, DAX Formatter, Bravo for Power BI, DAX Optimizer, DAX Lib, plus distributed open-source projects such as DAX Studio, Tabular Editor, VertiPaq Analyzer, and ALM Toolkit), paid services (classroom training in cities worldwide, video courses, the SQLBI+ subscription, and remote/architectural consulting and custom mentoring), and published books with Microsoft Press including "The Definitive Guide to DAX" (3rd edition). The company is a Microsoft Gold Partner in Business Intelligence and holds exclusive SSAS Maestro certification. Free tools generate reach (277,300 newsletter subscribers, 541 YouTube videos, 362 articles, 804 blog posts), while paid courses, subscriptions, consulting, and book sales monetize that audience.
The business model is a hybrid of content-led demand generation (free tools, articles, videos, newsletter) feeding into transactional training/course sales, recurring subscription revenue via SQLBI+, professional-services consulting, and book royalties. GTM is primarily direct via sqlbi.com, with classroom delivery in Amsterdam, Warsaw, Lugano, Atlanta, London, and other cities; payments are processed via Stripe and PayPal under PCI compliance. The company remains bootstrapped with no disclosed funding rounds, and operations are run by a small named core team of founders plus a creative designer/web developer.
SQLBI firmographics
Firmographics- Name
- SQLBI
- Legal name
- SQLBI Corp.
- Website
- https://sqlbi.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SQLBI is a bootstrapped Microsoft BI education and tools firm specializing in DAX, Power BI, and Analysis Services, offering classroom and video training, consulting, books, and a suite of widely used free developer tools to BI professionals and enterprise teams worldwide.
- Ownership category
- akta.pro rank
SQLBI industry classification
Industry- Product category
- Business Intelligence Training and Consulting
- NAICS
- Computer Training (611420), Professional and Management Development Training (61143), Computer Systems Design and Related Services (54151)
- SIC
- Services-Educational Services (8200), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Data, Analytics & Business Intelligence (SQL, BI Tools, Reporting) (EDABAFAD)
- akta.pro secondary industry
- Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights) (HDAEAMAD)
Keywords
Where SQLBI is headquartered
LocationHeadquarters
- HQ city
- Las Vegas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SQLBI business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Classroom Training Courses: SQLBI organizes and delivers classroom-based training courses on DAX, SSAS, Data Modeling, and Data Presentation in cities worldwide. Courses are sold directly through the website with scheduled sessions in major cities.
- Video Training Courses: Recorded video courses covering DAX, SSAS, Data Modeling, Data Presentation, and other BI topics. Sold as individual courses or through SQLBI+ subscription.
- Consulting Services: Remote consulting for quick issues and expert advice on Power BI, Power Pivot and Analysis Services; Architectural Review services; Custom Training and Mentoring for companies with special requirements.
- Books and Publications: SQLBI authors publish books through Microsoft Press including 'The Definitive Guide to DAX' (Third Edition), 'Optimizing DAX' (Second Edition), and 'DAX Patterns' (Second Edition). Revenue from book sales.
- SQLBI+ Subscription: Subscription service providing access to video courses and exclusive content. Mentioned in documentation as having specific terms and conditions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free introductory video course on DAX |
| Subscription | Annual | SQLBI+ Subscription for advanced content |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
SQLBI product offering
Product offeringCore offering
SQLBI delivers expert training (classroom and video), remote consulting, and architectural review services for Microsoft Business Intelligence technologies including DAX, Power BI, Power Pivot, and SQL Server Analysis Services. The company also develops and distributes a portfolio of proprietary and curated tools (DAX Guide, DAX Patterns, DAX.do, DAX Formatter, DAX Optimizer, Bravo for Power BI, DAX Lib) and publishes authoritative books through Microsoft Press.
Product overview
SQLBI is a Business Intelligence education and tools company offering a comprehensive portfolio of DAX-focused products and services. The core offerings include DAX Guide (reference documentation), DAX Patterns (pattern library), DAX.do (online DAX playground), DAX Formatter (code beautification), and DAX Optimizer (performance analysis). SQLBI also distributes open-source tools including DAX Studio, Tabular Editor, VertiPaq Analyzer, Bravo for Power BI, ALM Toolkit, pbi-tools, and Contoso Data Generator. The company operates sub-brands OKVIZ (Power BI custom visuals) and Synoptic Designer, while also providing classroom and video training, consulting services, and published books including The Definitive Guide to DAX. The company has launched products since 2004, with recent additions including DAX Lib (2025) and DAX Optimizer (2024).
Differentiator
Problem solved
Functional benefit
Brands
- DAX Guide: Online DAX language reference launched in 2018
- DAX Patterns
- DAX.do
- DAX Formatter
- Bravo for Power BI
- DAX Optimizer
- DAX Lib
- OKVIZ
- Synoptic Designer
Products and services
- SQLBI Training (Classroom and Video)
Quantifiable outcome
- 412 classroom courses delivered in dozens of countries
- +2 more outcomes
Companies that use SQLBI
Customer profileSegments2 records
Ideal customer profiles2 records
SQLBI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability3 records
Feature8 records
SQLBI partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Microsoft PresscoreSQLBI's founders have published multiple books with Microsoft Press, including 'The Definitive Guide to DAX' (Third Edition), 'Optimizing DAX' (Second Edition), and 'DAX Patterns' (Second Edition). These are official Microsoft Press publications recognized as authoritative resources for Microsoft BI professionals.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
SQLBI competitors and assessment
Company assessmentDirect peers
- BlueGranite: Microsoft BI and analytics consulting firm offering Power BI, SQL Server, and Azure data platform services. Comparable to SQLBI on the consulting side of the business, particularly around architectural review and enterprise Power BI implementations.
- RADACAD: Power BI and data analytics training, consulting, and conference services founded by Leila Etaati. Mirrors SQLBI's combination of training, consulting, and conference speaking targeted at the same Microsoft BI practitioner audience.
- PowerBI.Tips: Power BI-focused content site producing tutorials, custom visuals, and training material for BI practitioners. Comparable to SQLBI as a community content and tools resource feeding into the same DAX/Power BI ecosystem.
- WiseOwl Training: UK-based provider of SQL Server, Power BI, and DAX video training courses sold to individuals and corporates. Directly comparable to SQLBI's on-demand video course business in a similar Microsoft BI practitioner segment.
- Avi Singh (PowerBIPro): Independent Power BI influencer and trainer producing paid video courses and training programs. Mirrors SQLBI's founder-led, individual-branded approach to DAX and Power BI education for the BI professional community.
- Brent Ozar Unlimited: Independent Microsoft data platform training and consulting firm specializing in SQL Server, with a similar founder-led brand, paid training, and consulting model. Closely analogous to SQLBI in go-to-market structure, even if the underlying technology focus is broader.
- Pragmatic Works: Microsoft-focused data and BI training and consulting company offering live and on-demand courses on Power BI, SQL Server, and Azure. Overlaps with SQLBI on classroom-style BI training delivered to enterprise and individual customers.
- Enterprise DNA: Online Power BI and data analytics training platform with a content-and-courses-led business model. Directly comparable to SQLBI as a content-driven DAX/Power BI education company selling individual courses and memberships to BI professionals.
- SQLMaestro: Vendor of database management, DAX, and Power BI tools, with commercial and free utilities for Microsoft BI developers. Closely comparable to SQLBI's tools portfolio (DAX Formatter, DAX Studio, Bravo), serving the same Power BI/Analysis Services developer base.
- Guy in a Cube: Power BI and Microsoft Fabric content brand producing weekly YouTube videos, podcasts, and community resources. Comparable to SQLBI as a Microsoft BI content-driven brand competing for the same audience's attention.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
SQLBI social profiles
Digital presenceSQLBI compliance and trust
Trust signalCompliance2 records
SQLBI financial estimates
Financial estimateRevenue estimate
Valuation estimate
SQLBI leadership team
Management profileNumber of profiles
Profiles3 records
SQLBI subsidiaries and ownership
Company hierarchySubsidiaries9 records
SQLBI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SQLBI 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 SQLBI
What does SQLBI do?
SQLBI delivers expert training (classroom and video), remote consulting, and architectural review services for Microsoft Business Intelligence technologies including DAX, Power BI, Power Pivot, and SQL Server Analysis Services. The company also develops and distributes a portfolio of proprietary and curated tools (DAX Guide, DAX Patterns, DAX.do, DAX Formatter, DAX Optimizer, Bravo for Power BI, DAX Lib) and publishes authoritative books through Microsoft Press.
Is SQLBI a public or private company?
SQLBI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SQLBI founded?
SQLBI was founded in 2004. It employs 1 to 10 people.
Where is SQLBI based?
SQLBI is headquartered in Las Vegas, United States, in the North America region.
How does SQLBI make money?
Five revenue lines are on record. Classroom Training Courses are the primary driver. The others are video Training Courses, consulting Services, books and Publications and SQLBI+ Subscription.
Who are SQLBI's main competitors?
Direct peers on record are BlueGranite, RADACAD, PowerBI.Tips, WiseOwl Training, Avi Singh (PowerBIPro), Brent Ozar Unlimited, Pragmatic Works, Enterprise DNA, SQLMaestro and Guy in a Cube.
Does SQLBI have an API?
Yes. SQLBI offers a licensing API for managing courses, pools, licenses, and students. The API also supports integration endpoints including a NuGet package for developers and MCP (Model Context Protocol) server integration via HTTP and stdio protocols for DAX Formatter. Developer documentation is at docs.sqlbi.com/api.
What industry is SQLBI in?
SQLBI's product category is Business Intelligence Training and Consulting. Its primary akta.pro industry code is EDABAFAD, Data, Analytics & Business Intelligence (SQL, BI Tools, Reporting), with a secondary code of HDAEAMAD, Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights). Its NAICS code is 611420 and its SIC code is 8200.