What NotLost does

NotLost (legal entity I've Been Found Ltd.) is a UK-based SaaS company, founded in 2014 and headquartered in Epsom, Surrey, with additional engineering facilities in Bulgaria. It operates a cloud-based lost-and-found management platform that helps enterprises register, catalogue, match, and return lost property. The platform serves organisations across transport (Transport for London, GoAhead/Oxford Bus, Irish Citylink), hospitality (Hyatt Regency, The Dorchester, Alton Towers/Merlin), retail and shopping centres (Westfield London, London Designer Outlet), entertainment and arenas (The O2, SSE Arena Wembley), festivals (AEG European Festivals, Loudsound, TLC Welfare deployments), and universities (UCL).

The technology stack runs on Amazon Web Services with Neo4j AuraDB as the database layer. Core capabilities include an AI Object Recognition feature that converts a photo of a found item into a structured description, an Intelligent Automated Matching Engine that pairs lost-item enquiries with found items using location, time, date, and item-detail heuristics at a >60% match threshold, a self-serve customer enquiry portal, and a quick-upload staff flow that registers items in about 10 seconds. End-customer return logistics are handled through Parcel2Go courier integration and Stripe payment processing, and the platform supports English, Spanish, French, German, and Portuguese.

Commercially, NotLost sells on a quote-based subscription model with monthly or annual contracts, operating a direct enterprise field sales motion initiated through website demo requests, supplemented by self-serve enquiry portals for consumers. The company is listed on the UK Crown Commercial Service G-Cloud 11 Digital Marketplace, holds Cyber Essentials certification, and states GDPR compliance. The company is privately held with no disclosed external funding rounds and operates with a 1–10 employee headcount band, with no revenue or ARR publicly disclosed.

Name

NotLost

Legal name

I've Been Found Ltd.

Website

https://notlost.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

NotLost provides cloud-based SaaS software that uses AI image recognition and automated matching to help enterprises register, track, and return lost property across transport, hospitality, retail, entertainment, festivals, and education sectors worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Epsom

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Cloud-based software-as-a-service platform delivered on subscription basis. Customers access the platform via browser without software installation. Offers monthly or annual contract options. No software to install - completely browser-based requiring only internet-connected device.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

NotLost provides a cloud-based SaaS platform that enables organisations to register, catalogue, match, and return lost items. The platform uses AI-powered image recognition and an automated matching engine to pair customer enquiries with found items, and integrates courier services for seamless item returns. It is sold to businesses across transport, hospitality, retail, entertainment, education, and festival sectors.

Product overview

NotLost is a unified SaaS platform for lost property management, consisting of a client admin portal for organisations to register and manage found items, a customer self-service portal for lost item enquiries, and an AI-powered matching engine that automatically connects lost reports with found items. The platform integrates courier services for seamless returns and supports configurable workflows across industries including transport, hospitality, retail, festivals, and universities.

Differentiator

Problem solved

Functional benefit

Products and services

• NotLost Platform Cloud-based SaaS platform enabling organisations to register, catalogue, match, and return lost items, featuring AI-powered image recognition, an automated matching engine, courier integration, and configurable workflows for sectors including transport, hospitality, retail, festivals, and universities.
• Client Admin Portal Web-based administrative interface for organisations to manage found items, process customer enquiries, view matches, and handle the entire lost property workflow. Accessible via browser on desktop, tablet, or smartphone.
• Customer Self-Service Portal Online lost item reporting form where customers submit enquiries including contact details, item description, category, and date lost, and check found items by picture. Enables self-checkout for returns and self-serve postage label purchase.

Quantifiable outcome

• 50-80% reduction in staff time handling items and enquiries
• +4 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core infrastructure, supporting and core partnership.

• Amazon Web Servicescore infrastructureTechnology or IntegrationCloud hosting provider. The NotLost service runs on Amazon servers hosted in the Republic of Ireland. AWS provides the underlying infrastructure for the SaaS platform. Data is secured and AWS cannot read any stored data.
• Stripe Inc.core infrastructureTechnology or IntegrationOnline payment provider for processing credit card payments. Used when customers pay for secure return of verified found items. Customers enter payment details directly into Stripe's system; NotLost only receives payment confirmation.
• Parcel2Go.com Limitedcore infrastructureTechnology or IntegrationParcel delivery company and aggregator. Enables customers to select courier services for postal returns of verified found items. Delivery address details pass directly to Parcel2Go to generate labels and provide return service.
• OpenAI Ireland Ltdcore infrastructureTechnology or IntegrationAI services provider for image recognition and matching lost items to found items. Uses OpenAI API services. Personal data is generally not shared but may inadvertently occur if uploaded images contain personal information.
• Neo4j AuraDBcore infrastructureTechnology or IntegrationInfrastructure as a service providing enterprise-class database with security and compliance. Used as the database layer for the NotLost platform.
• HubSpot.com Inc.supportingTechnology or IntegrationCustomer management tool for capturing, storing, and processing enquiry data and correspondence. Data is secured by HubSpot with access limited to NotLost staff only.
• Google AnalyticssupportingTechnology or IntegrationUsage analysis service for website analytics. Part of the data collection for monitoring and improving services.
• Drift.com Inc.supportingTechnology or IntegrationOnline chat service accessed via the NotLost website for customer communication and support.
• TLC Welfarecore partnershipStrategic or Co-development PartnerWelfare team partner for festival lost property operations. Smart and effective implementation of NotLost platform at All Points East, X the Tracks, and Mighty Hoopla festivals. Combined efforts returned hundreds of items.
• Loudsoundcore partnershipStrategic or Co-development PartnerEvent welfare partner for festival lost property operations. Collaborative implementation with NotLost at multiple UK festivals enabling item returns.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Salesforce: Salesforce is the dominant CRM and customer experience cloud platform used by many of the same enterprise buyers NotLost sells into (TfL, Merlin, large hospitality groups). Its AppExchange and customer-experience tooling make it both a potential distribution channel and a competitive threat if customer-experience workflows consolidate.
• ServiceNow: ServiceNow is a large enterprise workflow and ITSM platform that increasingly bundles customer-experience and asset-related workflows. While lost-and-found is not its primary focus, ServiceNow is the kind of broad incumbent that could absorb NotLost as a feature or acquire it as a vertical workflow module.

Emerging players

• Cheqroom: Cheqroom provides equipment and asset check-in/check-out SaaS for schools, AV teams, and shared-resource environments. While broader than lost-and-found, its item-tracking workflows and education-sector footprint position it as an adjacent competitor for the university and venue use cases NotLost serves.
• TrackAbout: TrackAbout is a SaaS asset tracking platform focused on rental equipment and physical item lifecycle management. Its item-tracking capabilities overlap thematically with NotLost's catalogue and matching features, making it a relevant adjacent peer for operators comparing item-management solutions.

Others

• HubSpot: HubSpot is NotLost's own CRM and customer engagement tooling provider, used internally for enquiry management and customer correspondence. It is included as an ecosystem peer given the deep operational dependency and the fact that it serves overlapping enterprise buyer personas.
• OpenAI: OpenAI provides the underlying image-recognition and matching AI services that power NotLost's core differentiation. While not a competitor, OpenAI is the most strategically important technology dependency for NotLost's product, and any change in OpenAI's pricing, terms, or model availability directly affects the platform.
• Parcel2Go: Parcel2Go is NotLost's integrated courier aggregator partner, enabling end-customer shipping label purchase for returned items. It is an ecosystem partner rather than a direct competitor, but adjacent to the end-to-end lost-and-found workflow NotLost sells.

Direct peers

• Foundrop: Foundrop is a lost-and-found management platform focused on events, venues, and hospitality operators, offering item registration, customer matching, and return logistics. It overlaps NotLost directly in the entertainment and festivals segments and competes for the same event-operator buyer.
• iLost: iLost is a Dutch-headquartered lost-and-found management platform serving airlines, hotels, transport operators, and events with item registration, matching, and return services. It is the closest direct competitor to NotLost, offering a near-identical vertical SaaS proposition across overlapping end markets.
• Crowdfind: Crowdfind is a Canadian lost-and-found software provider serving airlines, airports, hotels, transit agencies, and event venues with item intake, matching, and customer return workflows. It competes head-to-head with NotLost for the same enterprise buyer profiles and verticals, particularly in transport and hospitality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/NotLost_Co
• Facebookfacebook.com/notlostco
• LinkedInlinkedin.com/company/notlost
• Instagraminstagram.com/notlost

Compliance3 records

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 NotLost