Data Clarity
Data Clarity is a UK-based AI-powered data intelligence platform serving aviation and retail enterprises with modular software for inflight retail optimization, omnichannel data unification, and enterprise data integration; founded in 2011 and acquired by Immfly in October 2025.
- Company typePrivate
- Founded2011
- HeadquartersDenby, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Data Clarity does
Data Clarity is a UK-based, enterprise B2B software company that builds an AI-powered data intelligence platform serving the aviation and retail verticals. Founded in 2011 in Derby by Kevin Carrick and Pana Lepeniotis, the company operates three core products: ClarityOmnivue (omnichannel customer-data unification for retail, awarded National Retail Systems Award for Omni-Channel Solution of the Year 2018), ClarityNexus (data integration middleware connecting ERP, CRM, POS, WMS, finance, and e-commerce systems), and ClarityIFR (a complete airline inflight retail suite launched in 2024, comprising pre-order e-commerce, onboard POS, AI-driven demand forecasting via Dynamic Bar, and operations modules including oBAR, oRIO, and oWMS). The platform processes 50 million+ daily transactions and 2.5 billion+ records across customer deployments, with 180+ data pipelines observed in the dnata environment.
The company monetizes through modular cloud-based software subscriptions billed annually, complemented by implementation, integration, training, and support professional services. Pricing is enterprise quote-based with no public rate cards. Distribution is direct enterprise field sales supplemented by strategic partnerships with aviation retail technology vendors such as Retail inMotion and Omnevo, and a payment-processing partnership with Smart Payment Technologies. Customer concentration is in named enterprise accounts including easyJet (180+ countries), dnata (40,000+ daily barsets processed), Paul Smith, Tori Richard, Trimble, and Network Rail. Marketing is multi-channel — industry conferences (WTCE, World Aviation Festival), gated whitepapers, case studies, and LinkedIn/Twitter/YouTube presence — and the company holds ISO/IEC 27001:2022 certification recertified in June 2025.
In October 2025, Data Clarity was acquired by Immfly at the World Aviation Festival in Lisbon, creating what the parties describe as the industry's first unified data-driven retail and connectivity ecosystem combining passenger engagement, inflight connectivity, and AI-driven retail forecasting. The combined entity extends Data Clarity's addressable market into Immfly's 50+ airline partner network reaching more than 400 million passengers annually across Europe, Latin America, North America, and Asia-Pacific. No VC funding rounds, revenue figures, or headcount counts have been disclosed in public sources.
Data Clarity firmographics
Firmographics- Name
- Data Clarity
- Legal name
- Data Clarity Ltd
- Website
- https://dataclarity.uk.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Data Clarity is a UK-based AI-powered data intelligence platform serving aviation and retail enterprises with modular software for inflight retail optimization, omnichannel data unification, and enterprise data integration; founded in 2011 and acquired by Immfly in October 2025.
- Ownership category
- akta.pro rank
Data Clarity industry classification
Industry- NAICS
- Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Metadata, Catalog & Semantic Layer for Data Platforms (HDAEABAJ)
- akta.pro secondary industries
- Semantic Layer, Metrics Store & Headless BI (HDAEAMAE), Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH)
Keywords
Where Data Clarity is headquartered
LocationHeadquarters
- HQ city
- Denby
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Data Clarity business model
Business model- GTM type
- B2B
- Offering type
- Software
Revenue model
- Software Licensing/Subscription: Modular cloud-based platform sold as licensed software. Customers can select specific modules (ClarityIFR, ClarityOmnivue, ClarityNexus) based on their operational needs, with seamless integration between modules.
- Professional Services: Implementation, integration, training, and support services provided alongside software deployment. The company emphasizes a partnership-based deployment model with close customer collaboration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise quote-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Data Clarity product offering
Product offeringCore offering
Data Clarity sells modular, cloud-based enterprise data intelligence software for the aviation and retail industries. Its core offerings are ClarityIFR (airline retail suite spanning pre-ordering, POS, demand forecasting, packing, and warehouse management), ClarityOmnivue (omnichannel data unification and analytics for retail), and ClarityNexus (data integration platform connecting disparate systems into a single source of truth). The platform bundles AI-driven demand forecasting, predictive analytics, and process automation delivered as licensed software subscriptions with accompanying professional services.
Product overview
Data Clarity offers an AI-powered data management and analytics platform with three core products: ClarityIFR (airline retail suite), ClarityOmnivue (omnichannel software for retail), and ClarityNexus (data integration platform). The ClarityIFR suite includes modules for front-end passenger/crew tools, analytics & AI capabilities, and operations management. The modular architecture allows organizations to choose only what they need, with each module integrating seamlessly with existing systems and data sources.
Differentiator
Problem solved
Functional benefit
Brands
- ClarityOmnivue: Award-winning omnichannel software platform that unifies fragmented data, empowering businesses to uncover trends, optimize performance, and create personalized customer experiences from one central platform.
- ClarityNexus
- ClarityIFR
- ClarityQB
- Dynamic Bar
- oBAR
- oRIO
- oWMS
Quantifiable outcome
- Up to 72% decrease in fuel cost and CO2 offset by reducing unsold units
- +4 more outcomes
Companies that use Data Clarity
Customer profileNamed customers11 records
Segments5 records
Data Clarity technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature10 records
Data Clarity partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- ImmflyflagshipImmfly, a global leader in onboard digital solutions, acquired Data Clarity on October 8, 2025 at the World Aviation Festival in Lisbon. This landmark partnership creates the industry's first unified data-driven retail and connectivity ecosystem, combining Immfly's onboard digital expertise with Data Clarity's AI-powered data intelligence. The platform integrates passenger engagement, in-flight connectivity, and retail forecasting into a single ecosystem.
- Smart Payment TechnologiescoreStrategic partnership to transform the future of airline retail through integrated payment solutions. Smart Payment Technologies provides payment processing integration for Data Clarity's inflight retail solutions.
- Retail inMotioncoreTechnology vendor integrated with easyJet's retail operations. Data Clarity led technical integration between multiple vendors including Retail inMotion to unify and provide accurate data across multiple sources.
- OmnevocoreTechnology vendor integrated into easyJet's inflight retail ecosystem. Part of multi-vendor integration project led by Data Clarity for unified retail operations.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Data Clarity competitors and assessment
Company assessmentBroad incumbents
- Immfly: Immfly is the parent company of Data Clarity following the October 2025 acquisition, providing onboard digital services and in-flight connectivity to 50+ airlines. Pre-acquisition Immfly was a broad incumbent in the onboard digital space with overlapping but distinct capabilities around connectivity and passenger engagement.
- Microsoft (Fabric/Power BI): Microsoft Fabric, Power BI, and Azure Synapse provide enterprise data integration, analytics, and AI capabilities at massive scale. They compete with Data Clarity's ClarityOmnivue analytics and ClarityNexus integration offerings, often bundled into enterprise agreements.
- Informatica: Informatica is a leading enterprise data integration and data quality platform serving large enterprises across industries. It competes with Data Clarity's ClarityNexus and data quality offerings, but at a much broader horizontal scale.
- Talend (Qlik): Talend, now part of Qlik, provides enterprise data integration, quality, and governance solutions. It overlaps with Data Clarity's data integration and quality capabilities but operates as a horizontal platform across industries.
Direct peers
- Omnevo: Omnevo is an airline retail technology platform specializing in onboard retail, duty-free, and catering solutions. Data Clarity's CRO previously held senior roles at Omnevo, and both companies serve overlapping inflight retail use cases for airlines - making it the most direct competitor.
- Bluebox Aviation Systems: Bluebox Aviation Systems delivers onboard digital solutions including wireless entertainment, retail, and passenger engagement for airlines. It competes with Data Clarity in the broader onboard digital and retail technology stack.
- Retail inMotion: Retail inMotion provides onboard retail technology and services for airlines including pre-order, POS, and warehouse management. Data Clarity integrated Retail inMotion's technology into easyJet's operations, and both companies compete in the airline retail software space.
- MGH Global Entertainment: MGH Global provides inflight entertainment, connectivity, and onboard retail solutions for airlines. Its AirShop product competes with Data Clarity's ClarityIFR in the inflight retail data and operations space.
Emerging players
- Collibra: Collibra provides data intelligence, catalog, and governance solutions for enterprises. It overlaps with Data Clarity's data unification and quality capabilities, particularly around creating a central source of truth across fragmented data systems.
- Stibo Systems: Stibo Systems provides master data management (MDM) and product data quality solutions for retail and aviation. It competes with Data Clarity's data quality and product information management capabilities in retail vertical use cases.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Data Clarity social profiles
Digital presenceData Clarity compliance and trust
Trust signalCompliance1 record
Data Clarity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Data Clarity leadership team
Management profileNumber of profiles
Data Clarity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Data Clarity 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 Data Clarity
What does Data Clarity do?
Data Clarity sells modular, cloud-based enterprise data intelligence software for the aviation and retail industries. Its core offerings are ClarityIFR (airline retail suite spanning pre-ordering, POS, demand forecasting, packing, and warehouse management), ClarityOmnivue (omnichannel data unification and analytics for retail), and ClarityNexus (data integration platform connecting disparate systems into a single source of truth). The platform bundles AI-driven demand forecasting, predictive analytics, and process automation delivered as licensed software subscriptions with accompanying professional services.
Is Data Clarity a public or private company?
Data Clarity is a private company. It is currently acquired.
When was Data Clarity founded?
Data Clarity was founded in 2011. It employs 11 to 50 people.
Where is Data Clarity based?
Data Clarity is headquartered in Denby, United Kingdom, in the Europe region.
How does Data Clarity make money?
Two revenue lines are on record. Software Licensing/Subscription is the primary driver. The others are professional Services.
Who are Data Clarity's main competitors?
Broad incumbents on record are Immfly, Microsoft (Fabric/Power BI), Informatica and Talend (Qlik). Direct peers are Omnevo, Bluebox Aviation Systems, Retail inMotion and MGH Global Entertainment. Emerging players are Collibra and Stibo Systems.
Does Data Clarity have an API?
No public API is recorded for Data Clarity.
What industry is Data Clarity in?
Its primary akta.pro industry code is HDAEABAJ, Metadata, Catalog & Semantic Layer for Data Platforms, with a secondary code of HDAEAMAE, Semantic Layer, Metrics Store & Headless BI. Its NAICS code is 513210 and its SIC code is 7372.