visualfabriq
Visualfabriq is a Netherlands-based enterprise SaaS company providing an agentic AI-powered integrated Revenue Growth Management platform for consumer packaged goods manufacturers, covering trade promotion, demand forecasting, trade spend, and revenue optimization.
- Company typePrivate
- Founded2013
- HeadquartersMaarssen, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What visualfabriq does
Visualfabriq is a Netherlands-headquartered enterprise SaaS company founded in 2013 that delivers an integrated Revenue Growth Management platform purpose-built for consumer packaged goods manufacturers. The product unifies Trade Promotion Management (TPM), Trade Promotion Optimization (TPO), Demand Forecasting, Trade Spend Management and Revenue Management into a single system, supported by platform components Bifrost (data integration backbone) and Heimdall (enterprise access management). The agentic AI assistant "Assistant Mike" orchestrates across modules using natural-language guardrails and a deterministic computation layer explicitly engineered to prevent hallucinations.
The platform serves large global CPG customers across multiple personas — CPG sales teams, demand planners, IT, executive, finance and marketing — with case-study references including Heineken, Mars, Reckitt Benckiser, Arla, Perfetti van Melle, Perrigo, Haleon, Newell and Jack Link's. Distribution is direct enterprise field sales with "Book a Demo" CTAs, supplemented by webinars, the Revenue Growth Leaders Network, the Promotion Optimization Institute event circuit, and a "Get Trained" bootcamp program covering business, configuration and personalized tracks. Customer evidence emphasizes measurable outcomes such as AI predictions outperforming manual forecasts (Heineken), simplified sales processes (Mars), and improved promotion effectiveness (Perfetti van Melle).
Monetization is annual SaaS subscription priced in Euros per individual customer agreement, with optional service fees and Dutch-CPI-indexed yearly adjustments under Dutch governing law. The company is privately held, received an undisclosed growth-equity investment from PSG in July 2021, and in April 2026 launched a Global Capability Center in Hyderabad, India via a Build-Operate-Transfer partnership with Indigrators to scale product engineering and AI innovation. The company is recognized across multiple POI Vendor Panorama editions (2019-2025), with seven Best-in-Class distinctions in the 2025 edition.
visualfabriq firmographics
Firmographics- Name
- visualfabriq
- Legal name
- Visualfabriq Revenue Management B.V.
- Website
- https://visualfabriq.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Visualfabriq is a Netherlands-based enterprise SaaS company providing an agentic AI-powered integrated Revenue Growth Management platform for consumer packaged goods manufacturers, covering trade promotion, demand forecasting, trade spend, and revenue optimization.
- Ownership category
- akta.pro rank
visualfabriq industry classification
Industry- Product category
- Revenue Growth Management Software
- akta.pro primary industry
- Pricing, Revenue Growth Management (RGM) & Promo Analytics Services (CRAOAOAE)
- akta.pro secondary industries
- Pricing, Revenue Management & Promotion Optimization (HDAAAHAB), AI/ML Revenue Optimization Platforms & Decision Automation (THALAOAM)
Keywords
Where visualfabriq is headquartered
LocationHeadquarters
- HQ city
- Maarssen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
visualfabriq business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Visualfabriq operates as a SaaS company providing software as a subscription service. Based on the Terms & Conditions, customers pay subscription fees for access to the software platform, with additional fees for additional services. The company provides remote software access via the internet without physical data media.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription-based SaaS pricing with scope varying by customer |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels10 records
visualfabriq product offering
Product offeringCore offering
Visualfabriq sells an agentic AI-enhanced integrated Revenue Growth Management SaaS platform built exclusively for consumer packaged goods (CPG) manufacturers. The platform unifies Revenue Growth Management (RGM), commercial Integrated Business Planning (IBP), and Trade Promotion Management and Optimization (TPM & TPO) into a single system with embedded machine learning-based forecasting, scenario planning, trade spend management, and an agentic AI assistant (Assistant Mike) that converts commercial data into governed actions. Customers include Heineken, Mars, Reckitt Benckiser, Arla, Perfetti van Melle, Perrigo, Haleon, and Newell.
Product overview
Visualfabriq delivers an agentic integrated revenue management platform designed for Consumer Packaged Goods (CPG) companies. The platform provides a unified SaaS solution covering Revenue Growth Management (RGM), commercial Integrated Business Planning (IBP), and Trade Promotion Management and Optimization (TPM & TPO). The product portfolio includes Trade Promotion Master, Demand Forecast Master, Trade Spend Master, and Revenue Management as core modules, unified by Assistant Mike—a CPG-native agentic AI that orchestrates across all modules. Platform components include Bifrost (data management layer) and Heimdall (enterprise-grade access management). The platform integrates planning, forecasting, and execution in one system, enabling users to plan, optimize, and execute promotions while leveraging AI for forecasting, scenario planning, and anomaly detection.
Differentiator
Problem solved
Functional benefit
Products and services
- Trade Promotion Master Trade promotion strategy optimization product for CPG manufacturers that uses AI capabilities to enable users to plan, optimize, and evaluate promotions with insight into ROI, leverage scenarios, accurately predict outcomes, and stay in control with proactive alerts. Includes zero-touch planning, scenario modeling, and integrated claims matching.
- Demand Forecast Master Demand forecasting product for CPG companies that provides accurate volume predictions supported by embedded AI, combines AI-powered forecasting with scenario planning and risk-opportunity modeling, and aligns cross-functional teams around a single source of truth at SKU-level granularity.
- Trade Spend Master Trade spend management product that enables CPG companies to create value-adding portfolio strategies and improved investment and pricing impact with true profitability insight across pricing, portfolio, and long-term investment decisions.
- Revenue Management Revenue forecasting and optimization product for CPG companies that provides real-time P&L outlook from actuals, forward-looking forecasts, and early alerts to enable confident revenue growth action and continuous profitable growth.
- Assistant Mike CPG-native agentic AI product for Integrated Revenue Management that serves as an always-on AI assistant continuously surfacing changes and moving from insight to governed action. Answers, solves, and acts on commercial inquiries using natural language guardrails, no-code agent authoring, and deterministic auditable numbers, orchestrating across RGM, TPM, and TPO modules.
Quantifiable outcome
- 40-60% reduction in routine analysis time (early pilot findings)
- +4 more outcomes
Companies that use visualfabriq
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles1 record
visualfabriq technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature7 records
visualfabriq partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- IndigratorscoreIndigrators partnered with Visualfabriq to establish a Global Capability Center (GCC) in Hyderabad, India. The partnership operates under a Build-Operate-Transfer (BOT) model, enabling rapid market entry while allowing Visualfabriq to maintain full ownership of its technology roadmap. The center focuses on product engineering, AI-driven technology innovation, and global application support.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
visualfabriq competitors and assessment
Company assessmentDirect peers
- RELEX Solutions: RELEX provides unified supply chain, demand, and promotional planning solutions for CPG and retail, overlapping directly with Visualfabriq's Demand Forecast Master, Trade Promotion Master, and Revenue Management modules.
- o9 Solutions: o9 Solutions sells an AI-powered integrated business planning platform with strong CPG/retail demand and revenue management capabilities, competing head-to-head with Visualfabriq for the same enterprise TPM/TPO/RGM budgets and buyers.
- UpClear: UpClear is a pure-play trade promotion management and revenue management SaaS vendor dedicated to CPG manufacturers, making it one of the closest direct competitors to Visualfabriq's TPM/TPO offering.
- ANGAR Software (AFS): AFS/ANGAR is a long-standing trade promotion management software provider for consumer goods manufacturers, directly comparable to Visualfabriq in serving CPG sales, demand, and finance teams for TPM/TPO workflows.
- TPG Software / Blacksmith Applications: Blacksmith Applications (formerly TPG Software) is a CPG-focused trade promotion management and optimization SaaS provider, directly overlapping Visualfabriq's core TPM and TPO modules.
Broad incumbents
- Anaplan: Anaplan is a broad enterprise planning platform with dedicated CPG trade promotion and revenue growth management solutions, regularly listed alongside Visualfabriq in POI and analyst vendor landscapes.
- Kinaxis: Kinaxis (formerly Kinaxis/Concurrent Planning/Rubikloud) provides supply chain, demand, and trade promotion planning solutions for CPG and other manufacturers, with adjacent competition in the integrated revenue planning space Visualfabriq targets.
- SAP Integrated Business Planning: SAP IBP is a broad enterprise planning platform with a trade promotion and demand sensing module widely deployed at large CPG manufacturers, competing with Visualfabriq via bundled ERP relationships and an expanding agentic AI roadmap.
- Blue Yonder (formerly JDA): Blue Yonder (now part of Panasonic) offers category management, demand, and trade promotion capabilities to CPG and retail, competing in adjacent areas to Visualfabriq's RGM platform, particularly around demand sensing and category planning.
- Oracle Advertising and Customer Experience (incl. Demantra): Oracle's Demantra and broader CX/ERP stack offer CPG trade promotion optimization at CPG accounts, competing with Visualfabriq as a broad incumbent with deep existing enterprise relationships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
visualfabriq social profiles
Digital presencevisualfabriq financial estimates
Financial estimateRevenue estimate
Valuation estimate
visualfabriq leadership team
Management profileNumber of profiles
Profiles3 records
visualfabriq subsidiaries and ownership
Company hierarchySubsidiaries1 record
visualfabriq funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
visualfabriq 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 visualfabriq
What does visualfabriq do?
Visualfabriq sells an agentic AI-enhanced integrated Revenue Growth Management SaaS platform built exclusively for consumer packaged goods (CPG) manufacturers. The platform unifies Revenue Growth Management (RGM), commercial Integrated Business Planning (IBP), and Trade Promotion Management and Optimization (TPM & TPO) into a single system with embedded machine learning-based forecasting, scenario planning, trade spend management, and an agentic AI assistant (Assistant Mike) that converts commercial data into governed actions. Customers include Heineken, Mars, Reckitt Benckiser, Arla, Perfetti van Melle, Perrigo, Haleon, and Newell.
Is visualfabriq a public or private company?
visualfabriq is a private company. It is classified as venture growth investor backed and is currently operating.
When was visualfabriq founded?
visualfabriq was founded in 2013. It employs 101 to 250 people.
Where is visualfabriq based?
visualfabriq is headquartered in Maarssen, Netherlands, in the Europe region.
How does visualfabriq make money?
One revenue line is on record: saaS Subscription.
Who are visualfabriq's main competitors?
Direct peers on record are RELEX Solutions, o9 Solutions, UpClear, ANGAR Software (AFS) and TPG Software / Blacksmith Applications. Broad incumbents are Anaplan, Kinaxis, SAP Integrated Business Planning, Blue Yonder (formerly JDA) and Oracle Advertising and Customer Experience (incl. Demantra).
Does visualfabriq have an API?
No public API is recorded for visualfabriq.
What industry is visualfabriq in?
visualfabriq's product category is Revenue Growth Management Software. Its primary akta.pro industry code is CRAOAOAE, Pricing, Revenue Growth Management (RGM) & Promo Analytics Services, with a secondary code of HDAAAHAB, Pricing, Revenue Management & Promotion Optimization.