What mAnalyze AB does

mAnalyze AB (operating commercially as viaAnalyze) is a privately held Swedish software and services company that provides cloud-based visitor counting (besöksräkning) and retail turnover reporting solutions to shopping centers, retail chains, city centers, and cultural institutions such as museums and libraries. Founded around 2004 and headquartered in Norrköping with a Stockholm branch, the company claims approximately 20 years of industry experience, 6,000 installations across 60 countries, and approximately 1 billion visitors counted annually in Sweden alone. The company has a very small team of 1-10 employees and is led by CEO Joakim Fröderberg with Mikael Fröderberg as customer manager.

The company's core product, viaAnalyze, is a unified internet-based platform that combines visitor counting, sales (turnover) reporting, and data visualization into a single system accessible via web and mobile applications for iOS and Android. The platform is supported by a multi-technology sensor stack including Brickstream stereovideo, Gazelle heat sensors, LASE PeCo laser scanners, and WiFi tracking, which the company claims achieves near-100% measurement accuracy through environment-appropriate sensor selection and fusion. Historical data is hosted on mA-Cloud, and legacy on-premise installations (PassCheck/MaxiCrystal) can be migrated via the PassCheck Update cloud migration service priced at 1,495 SEK/month. Additional modules include real-time visitor presence measurement (launched 2021 with COVID-19-driven capacity management features such as occupancy alerts and QR-code mobile access) and parking detection and guidance systems.

Commercially, mAnalyze operates a subscription-based recurring revenue model via license agreements that bundle hardware, software, support, and automatic upgrades into a single monthly fee per measurement point, with pricing quoted individually via email. Distribution is sales-led and direct, with dedicated customer managers (Kundansvarig) handling enterprise accounts and implementation/services delivered through core partner Futurum Solutions, supported by international sensor suppliers from Germany, the UK, and the USA. The customer base spans large enterprise venues (Abu Dhabi Mall, Drottninggatan Stockholm, Sturegallerian, Vasamuseet) to small suburban institutions (Lomma Library), indicating a long-tail, low-concentration model rather than reliance on a few anchor accounts.

Name

mAnalyze AB

Legal name

viaAnalyze AB

Website

https://manalyze.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

mAnalyze AB (viaAnalyze) is a Swedish software company providing cloud-based visitor counting, retail turnover reporting, and visualization solutions to shopping centers, retail chains, city centers, museums, and libraries across 60 countries via a proprietary multi-sensor platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Svärtinge

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. License Agreements (Visitor Counting): Monthly license fees per measurement point covering all technical support, hardware, and software. Customer pays a fixed monthly cost without responsibility for technology or hardware. Includes automatic upgrades at major technology transitions.
2. PassCheck Update (Cloud Migration): 1495 SEK/month without commitment for converting legacy systems to cloud-based reporting with mA-Cloud hosting.
3. Revenue Reporting Module: Integrated in license agreement; stores report turnover via app or computer with optional integration to POS/economic systems.
4. Parking Systems: Parking detection and guidance systems with display boards showing available spaces per floor.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

mAnalyze AB sells the viaAnalyze cloud platform, which combines footfall/visitor counting (using stereovideo, heat, laser and WiFi sensors), retail revenue (turnover) reporting, and a visualization dashboard for shopping centers, retail chains, city centers, museums and libraries. Customers subscribe on a monthly license basis per measurement point, with hardware, software, support and upgrades included; a separate PassCheck Update service migrates legacy on-premise PassCheck/MaxiCrystal systems to the mA-Cloud environment.

Product overview

mAnalyze AB offers viaAnalyze, a unified platform for visitor counting (besöksräkning), sales reporting (omsättningsrapportering), and data visualization. The core viaAnalyze system combines real-time footfall data collection using various sensor technologies (video, heat, laser, WiFi) with sales reporting tools and intuitive visualization dashboards. The portfolio includes the main viaAnalyze cloud platform, the legacy PassCheck/MaxiCrystal on-premise system with its PassCheck Update cloud migration service, real-time visitor counting capabilities developed for COVID-19 capacity management, parking guidance systems, and multiple sensor hardware options.

Differentiator

Problem solved

Functional benefit

Brands

• mA-Cloud: Cloud hosting and data storage service for visitor counting data; central platform underpinning the viaAnalyze system.

Products and services

• viaAnalyze Visitor Counting and Revenue Reporting Platform Unified internet-based SaaS platform that combines footfall counting, retail turnover reporting and data visualization for shopping centers, retail chains, city centers, museums and libraries. Sold as a monthly per-measurement-point license that includes hardware, software, support and automatic upgrades.
• PassCheck Update (Cloud Migration Service) Standalone migration service for existing PassCheck/MaxiCrystal on-premise visitor counting customers, moving their data to the mA-Cloud environment and enabling use of the viaAnalyze reporting tools. Priced at 1495 SEK/month without commitment and billed monthly.
• Parkeringssystem (Parking Detection and Guidance System) Parking space detection and guidance product using displays to direct drivers to available parking floors and individual spaces marked with green indicators, sold to shopping center and commercial property operators who already use the company's visitor counting stack.
• Visitor Counting Sensors (multi-technology hardware offering) Sold-to-order set of sensor hardware options for visitor counting, combining Brickstream stereovideo, Gazelle heat sensors, LASE PeCo laser scanners and WiFi tracking so that the right technology is chosen per indoor or outdoor environment. Delivered as part of the all-inclusive visitor counting license.

Quantifiable outcome

• Near 100% measurement accuracy achieved through optimal sensor selection and calibration
• +2 more outcomes

Named customers5 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

Feature6 records

Partnerships

One partnership is on record.

• Futurum SolutionscoreImplementation/ SI/ Consulting PartnerPrimary service partner handling all technical aspects of visitor counting including installation, calibration, control counting, estimations, and quotations. Manages customer support for visitor counting inquiries. Futurum Solutions is the branded partner for sensor installation and maintenance services.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Axis Communications: Axis is a global network-camera incumbent whose analytics add-ons (and partner apps) enable people counting in retail and public venues; a broader incumbent whose analytics capabilities overlap with viaAnalyze's video-based counting.
• Irisys (Teledyne FLIR): Irisys, now part of Teledyne FLIR, supplies thermal and time-of-flight people counters used in retail and public venues; a comparable sensor-vendor peer to mAnalyze's IR heat and laser sensor stack.
• ShopperTrak (Sensormatic Solutions / Johnson Controls): ShopperTrak is the long-standing global leader in retail footfall counting and traffic analytics for shopping centers and stores, making it the most direct comparison point for mAnalyze's core visitor-counting offering. It is part of a much larger security and building-technology portfolio.
• Cisco (DNA Spaces): Cisco's DNA Spaces offers WiFi-based visitor and location analytics for retail and venues, making it a broad incumbent comparable to mAnalyze's WiFi tracking component and the broader occupancy-visibility category.

Direct peers

• V-Count: V-Count sells 3D people-counting sensors and a SaaS analytics platform aimed at retail, malls, and public venues — a close feature and use-case match to viaAnalyze's multi-sensor cloud offering.
• RetailNext: RetailNext provides in-store analytics combining traffic counting, dwell time, and conversion for retailers and shopping centers, directly overlapping with viaAnalyze's occupancy and revenue reporting stack.
• Xovis AG: Swiss vendor of 3D stereo sensors and cloud software for people counting in airports, retail, and public venues; competes head-on with mAnalyze's viaAnalyze platform in shopping centers and transit-adjacent sites.

Emerging players

• Quividi: Quividi offers anonymous audience analytics including people counting and dwell-time measurement for retail and out-of-home media, an emerging player with overlapping computer-vision analytics for physical venues.
• Infsoft GmbH: Infsoft provides indoor positioning, people counting, and analytics using WiFi, BLE, and sensor fusion for retail and smart-building clients, partially overlapping with mAnalyze's WiFi tracking and visitor analytics capabilities.

Regional players

• Dor Technology (footfall counting): Dor provides footfall and people-counting solutions with a strong presence in European shopping centers, comparable in target customer (retail real estate) and use case to viaAnalyze, with a similar mid-sized vendor profile.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 mAnalyze AB