GMAP Analytics

What GMAP Analytics does

GMAP Analytics is a UK-based location intelligence and planning consultancy that helps organisations make network and site-location decisions across retail, automotive, leisure, fuel forecourt, and transport sectors. The company originated as a University of Leeds spinout approximately 30 years ago and operates from Nexus Leeds, the university's business hub. Its enterprise client base spans over 60 countries and includes Nike, Microsoft, McLaren Automotive, Levi Strauss, Costa Coffee, Iceland, Royal Mail, and Holmes Place.

GMAP's offering integrates three product layers: proprietary and licensed datasets (CAMEO geodemographics across 36 countries, DVLA vehicle registration data, RetailVision covering 80,000+ UK retail points across 800+ brands, and LeisureVision with 250,000+ UK leisure points), cloud-based software (MVPLUS self-serve GIS hosted on Microsoft Azure, and IMPACT scenario-modeling tool with embedded Power BI dashboards), and bespoke consultancy delivered as Ideal Network Plans. The technical core is a bespoke Spatial Interaction Model (SIM) calibrated per client to simulate customer behaviour and assess network performance, expansion, rationalisation, and optimisation scenarios. LeisureVision additionally uses Uber's H3 hexagonal geography for spatial aggregation.

The business model combines subscription revenue from MVPLUS and IMPACT licences, data licensing for CAMEO, DVLA, RetailVision, and LeisureVision, project-based professional services for Ideal Network Plans, and managed reporting services. Distribution is entirely direct enterprise sales, with the website providing quote-based pricing and a contact-led enquiry process. The team is small (~14 people including two Managing Directors, senior and technical consultants, and a graduate intake), reflecting a high-value-per-head consultancy operation rather than a scaled software business. The company is privately held, founder-operated, and shows no disclosed institutional investors, funding rounds, M&A activity, or regulatory actions.

Name

GMAP Analytics

Legal name

GMAP Analytics Ltd

Website

https://gmap.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

GMAP Analytics is a UK-based location intelligence and planning consultancy, spun out of the University of Leeds, that helps enterprise clients across retail, automotive, leisure, fuel forecourt, and transport make network and site-location decisions using proprietary datasets, cloud software (MVPLUS, IMPACT), and bespoke Spatial Interaction Modelling consultancy.

Ownership category

akta.pro rank

Product category

Location Intelligence Software & Data

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Directory and Mailing List Publishers (51314), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Data Analytics & Business Intelligence Services (BPAHALAC)

akta.pro secondary industries

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF), Enterprise Application Reporting, BI & Analytics Enablement (BPAEAGAK)

Keywords

• Location intelligence software
• Geodemographic data licensing
• Retail network planning
• Site selection consultancy
• Spatial interaction modeling

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions (MVPLUS, IMPACT): Cloud-based software platforms licensed on a subscription basis. MVPLUS provides self-serve GIS capabilities while IMPACT enables scenario modeling. Both include training and ongoing support.
2. Data Licensing: Licensing of proprietary and resold datasets including CAMEO geodemographics, DVLA vehicle registration data, RetailVision, and LeisureVision. Data can be supplied standalone or integrated into software platforms.
3. Consultancy Services (Ideal Network Plans): Hands-on location planning consultancy delivering bespoke Ideal Network Plans. Includes partnership approach with maximum collaboration, up-to-date data, and spatial interaction modeling to solve business problems.
4. Reporting and Business Intelligence: Bespoke reports, dashboards, and live reporting services. Includes the Used Car Report Dashboard combining DVLA transaction data with client sales data.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

GMAP Analytics provides three integrated offerings to enterprise clients: (1) location intelligence data products including CAMEO geodemographics, DVLA vehicle registration data, RetailVision retail landscape data, and LeisureVision leisure location data; (2) cloud-based location intelligence software (MVPLUS self-serve GIS and IMPACT scenario modeling) hosted on Microsoft Azure; and (3) bespoke location planning consultancy services delivering Ideal Network Plans for retail, automotive, leisure, forecourt, and transport network expansion, optimization, and rationalization.

Product overview

GMAP Analytics provides an integrated platform combining location intelligence data, software tools, and consultancy services for network planning and site selection. The data portfolio includes CAMEO (geodemographic classification across 36 countries), DVLA vehicle registration data, RetailVision (UK retail landscape covering 80,000+ stores), and LeisureVision (UK leisure locations). The software suite comprises MVPLUS (cloud-based GIS for self-serve site analysis) and IMPACT (network scenario modelling tool using Spatial Interaction Models). Consultancy services deliver Ideal Network Plans using bespoke spatial analytics. These products work together: data feeds into software for analysis, and consultancy projects can incorporate any combination of datasets and tools. Results are delivered through Microsoft Power BI dashboards.

Differentiator

Problem solved

Functional benefit

Brands

• MVPLUS: Cloud-based Geographical Information System (GIS) for site location analysis and spatial relationships between networks and customers. The latest version of the long-running MicroVision system hosted in Microsoft Azure.
• IMPACT
• RetailVision
• LeisureVision
• CAMEO
• DVLA Data

Products and services

• CAMEO Consumer geodemographic classification system that groups postcodes into 68 distinct categories based on affluence, life stage, interests, and spending habits; available across 36 countries and resold by GMAP for customer profiling and market segmentation.
• DVLA Vehicle Registration Data Anonymised UK Driver and Vehicle Licensing Agency dataset with 30 data fields per record covering vehicle make, model, partial postcode, new registrations, used car transactions, and vehicle parc data; resold by GMAP for automotive market analysis.
• RetailVision Comprehensive UK retail landscape dataset covering 80,000+ retail points across 800+ brands in 27 categories; includes RetailVision Points (store locations) and RetailVision Destinations (hierarchical Retail Centres, Trade Zones, and Super Trade Zones) built on Royal Mail PAF data with spend modeling, footfall indexes, and catchments.
• LeisureVision Comprehensive UK leisure location dataset covering 250,000+ leisure points across Food & Beverage, Entertainment, Competitive Socialising, and Sport & Fitness categories; built using Uber's H3 hexagonal geography and including Opportunity Scores for site analysis.
• MVPLUS Cloud-based Geographical Information System (GIS) hosted on Microsoft Azure for self-serve site location analysis; allows users to import and map customer/outlet data, run drive-time catchments, overlay thematic maps, create territories, and access licensed datasets, with training and helpdesk support included.
• IMPACT Cloud-based network scenario modeling tool that uses a bespoke Spatial Interaction Model calibrated by GMAP consultants; enables testing of opening, closing, or relocating sites and quantifying impacts on the wider network via interactive Microsoft Power BI dashboards.
• Location Intelligence Reporting & Dashboards Bespoke reporting dashboards and live reporting services including Sales Reporting & Targets, Business Intelligence distribution, the Used Car Report Dashboard (combining DVLA transaction data with client sales data), and the RetailVision Dashboard.
• Ideal Network Plans (INP) Location planning consultancy engagement that delivers evidence-based Ideal Network Plans using calibrated Spatial Interaction Models, with a partnership-style collaborative approach supporting network expansion, rationalisation, and optimisation decisions across retail, automotive, and leisure sectors.

Quantifiable outcome

• GMAP analysis offered Costa Coffee a prioritized route that would more than double weekly revenues from partnerships network. Converting only 20% of top opportunities and 25% of brand penetration offered substantial 7-figure projected weekly income.

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• CAMEOcoreTechnology or IntegrationGMAP is a reseller of CAMEO, a comprehensive consumer geodemographic classification system available in 36 countries. Used for customer profiling and market segmentation.
• DVLAcoreTechnology or IntegrationGMAP is a reseller of DVLA anonymised car registrations data, providing vehicle identifying information including make, model, and partial postcode for automotive market analysis.
• Ordnance SurveysupportingTechnology or IntegrationOrdnance Survey mapping data integrated into GMAP's MVPLUS platform for street mapping, aerial imagery, and detailed geographic visualization.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Placer.ai: Fast-growing footfall and location analytics platform used by retailers and real estate teams to evaluate sites and benchmark networks. Highly comparable to GMAP's RetailVision and Ideal Network Plan value proposition, with stronger US data coverage and a modern SaaS delivery model.
• Mapbox: Developer-focused location platform providing mapping, geocoding, and spatial analytics APIs. Comparable to the platform layer underneath GMAP's MVPLUS offering, with a stronger self-serve/PLG motion and broader developer ecosystem.
• SafeGraph: Provider of high-quality points-of-interest and footfall data used by retailers and real estate teams. Comparable to GMAP's RetailVision/LeisureVision data licensing business on the data layer, though without the integrated consultancy and proprietary SIM modeling.
• GeoFi: Location intelligence software vendor offering site selection and trade area analysis tools for retailers and restaurants. Comparable to MVPLUS/IMPACT in delivering self-serve network planning capabilities for smaller enterprise customers.

Broad incumbents

• Pitney Bowes: Global incumbent offering location intelligence, geocoding, and data solutions alongside a much broader mailing/shipping portfolio. Comparable to GMAP through its data and software offerings for retail site selection and demographic analytics, but with materially larger scale.
• HERE Technologies: Global location data and platform company providing geospatial datasets, mapping, and location services to automotive and enterprise customers. Comparable through automotive location intelligence and spatial data licensing, though focused on broader enterprise/automotive use cases rather than network planning consultancies.
• ESRI (ArcGIS): Dominant GIS platform used widely for spatial analysis, site selection, and network planning. Competes with MVPLUS in the underlying location-intelligence tooling layer and offers extensive demographic/business datasets, though it is a horizontal platform rather than a retail/automotive-focused specialist like GMAP.

Others

• Capgemini Invent (Network Planning practice): Global consulting firm with a retail network and location planning practice serving large enterprise clients. Comparable to GMAP's Ideal Network Plan consultancy engagements at the enterprise deal level, though embedded in a much broader IT/consulting portfolio.

Regional players

• Geomarketing (Geoconcept): European specialist in geomarketing, network optimization, and location intelligence software for retail expansion. Closely comparable to GMAP's consultancy-plus-software model, with primary geographic strength in France and continental Europe.

Direct peers

• CACI (Acorn geodemographics): UK-based provider of consumer segmentation and location analytics, including the Acorn geodemographic classification system. Directly comparable to GMAP's CAMEO product and similar consultancy offerings for UK retailers and site-location decisions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gmap-analytics

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 GMAP Analytics