IMAS Group

What IMAS Group does

IMAS Group operates CountMatters, a Norway-headquartered (Ski) B2B visitor-analytics business founded in the early 1990s with a stated 30+ year operating history. The company sells an AI-driven people-counting and footfall analytics platform to European retail, shopping-center, parking, public-space, hospitality, events, real-estate, transportation, and education customers, combining discreet on-premises sensors (claimed up to 98% accuracy) with a cloud analytics layer delivered via the Xperio portal at portal.imas.net. Its core product stack includes a foundational People Counting System plus a modular add-on catalog spanning Vehicle Counting, Real-Time Occupancy, Conversion Optimization, Portfolio Benchmarking, Heatmap & Tracking, Real-Time Alerting & Automation, Queue Management, Staffing Optimization, and Compliance & Audit-Ready Reporting.

The underlying technology uses edge-anonymized, GDPR-compliant data capture (no video, no personal data, EU hosting) and AI-based flow/pattern/anomaly analysis, with an Open API that integrates to Power BI, Tableau, POS, CRM, and scheduling systems. Hardware options include 5-year battery and Power-over-Ethernet sensors. Reported customer outcomes are +4.5% average conversion improvement, +12% average sales lift, and -20% average operating-cost reduction, against a 700+ location, 100k+ installation base that includes retail chains, fashion brands, automotive dealers, shopping-center operators, museums, libraries, and commercial real estate.

Revenue is generated through direct enterprise sales with subscription/recurring terms; pricing is not publicly disclosed. Distribution is direct to mid-market and enterprise buyers across Europe with multi-language support (Danish, German, Norwegian, Swedish, English). IMAS Group is privately held with no disclosed funding rounds, no disclosed M&A, and an 11–50 employee headcount, implying a small, bootstrapped operator rather than a venture-backed scale-up.

Name

IMAS Group

Legal name

CountMatters

Website

https://imas.net

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Visitor Analytics Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

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

akta.pro primary industry

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)

Keywords

• Visitor analytics
• People counting
• Footfall measurement
• Conversion analytics
• Occupancy monitoring

Headquarters

HQ city

Ski

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. AI Visitor Analytics Solutions: CountMatters provides AI-powered visitor analytics and people counting solutions to businesses across Europe, operating as the core business unit within IMAS Group.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

IMAS Group sells the CountMatters platform, an AI-powered visitor analytics and people counting solution that uses discreet sensors and an open API to deliver real-time foot traffic, vehicle, and cyclist counts to businesses across Europe. The offering bundles sensor hardware, an AI analytics dashboard (accessed via the Xperio portal), and supporting modules for occupancy management, conversion optimization, heatmap tracking, benchmarking, alerting, and compliance reporting. Customers in retail, shopping centers, parking, public spaces, transportation, hospitality, and real estate contract for the platform on a recurring subscription basis.

Product overview

CountMatters is a unified AI-powered visitor analytics platform offered by IMAS Group. The core product consists of the CountMatters platform with People Counting as the foundational module, supported by additional modules including Vehicle Counting, Real-Time Occupancy, Conversion Optimization, Portfolio Benchmarking, Heatmap & Tracking, Real-Time Alerting & Automation, and Compliance & Audit-Ready Reporting. The ecosystem includes the Xperio Portal for data access. The platform leverages sensors with up to 98% accuracy and AI-driven analytics to deliver actionable insights for visitor flow optimization across retail, parking, public spaces, hospitality, events, transportation, real estate, and education sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• CountMatters AI Visitor Analytics Platform Unified AI-powered visitor analytics and people counting platform providing real-time foot traffic, vehicle, and cyclist counts with up to 98% sensor accuracy. Designed for businesses across retail, shopping centers, parking, public spaces, transportation, hospitality, events, real estate, and education. Includes predictive analytics, anomaly detection, GDPR-compliant edge anonymization, and an open API.
• Xperio Customer Portal Web-based portal providing CountMatters customers with analytics dashboards, real-time data visualization, and reporting tools for their deployed sensors.
• People Counting System Sensor-based foot traffic measurement with up to 98% accuracy for retail and venue clients optimizing spatial efficiency and visitor experiences.
• Vehicle Counting Solution Automated vehicle counting solution for parking garages and facilities to monitor traffic flow, capacity, and utilization.
• Real-Time Occupancy Management Real-time occupancy monitoring solution for buildings and spaces, with HVAC integration to drive energy efficiency based on actual occupancy levels.
• Conversion Optimization Analytics Analytics solution that links footfall data directly to campaigns and events to measure campaign ROI and maximize conversion growth opportunities.
• Portfolio Benchmarking Benchmarking solution that compares customer performance against anonymized European benchmarks to identify market leadership and performance gaps across a property portfolio.
• Heatmap & Tracking Visitor flow visualization solution that shows how people move through physical spaces to optimize layouts, customer experience, and conversion.
• Real-Time Alerting & Automation Automated alerting and timely action triggers based on visitor data, including staffing adjustments and ventilation control responses.
• Compliance & Audit-Ready Reporting Reporting tools designed to support regulatory compliance with audit-ready documentation for businesses requiring traceable visitor data.
• Queue Management Queue management use case solution that helps venues monitor and optimize waiting times to improve guest experience and throughput.
• Staffing Optimization Workforce planning use case solution that aligns staff scheduling and deployment with actual visitor patterns derived from AI-powered footfall analytics.

Quantifiable outcome

• Average +4.5% conversion improvement
• +3 more outcomes

Named customers25 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature5 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/imasgroup
• LinkedInlinkedin.com/company/imas

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 IMAS Group