indicate
Indicate Data GmbH operates a cloud-based agentic data platform with a proprietary semantic layer that unifies fragmented data sources for hotels and hospitality businesses, primarily in DACH. It sells tiered SaaS subscriptions plus per-seat AI Agent add-ons, leveraging pre-built integrations with major hospitality PMS and marketing platforms.
- Company typePrivate
- Founded2023
- HeadquartersOffenburg, Germany
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What indicate does
Indicate Data GmbH is a German cloud-based software company founded in 2023 in Offenburg that operates an agentic data platform designed to unify fragmented business data into a single normalized foundation for analytics, operations, and AI applications. Its core technology is a proprietary semantic layer that automatically cleans, normalizes, and structures data drawn from disparate sources — property management systems, booking engines, marketing tools, CRM, and guest-communication platforms — without requiring custom ETL code. The platform combines four functional modules: Data Movement (automated pipeline ingestion), Data Intelligence (AI-ready data foundation and alerts), BI & Dashboards (configurable reports with cross-source widgets and benchmarks), and Indicate Context (an MCP-compliant context-engineering layer that prepares data for LLM-based agents via automated chunking, embeddings, and vectorization). Pre-built integrations span the dominant hospitality software stack (MEWS, Oracle Hospitality, Shiji SEP, ASA Hotelsoftware, vioma, Re:Guest, FAMILOTEL, elite solutions) as well as generic marketing/CRM tools (HubSpot, Pipedrive, Google Analytics, Facebook/Instagram), positioning Indicate primarily as a vertical solution for hotels and hospitality businesses in the DACH and South Tyrol regions.
The company's go-to-market pairs a self-serve product-led motion with a sales-assisted enterprise motion. Pricing is published across three tiers — Core at €100/month, Pro at €500/month, and Enterprise from €8,000/month — with annual discounts of approximately 20% and an optional €800 one-time onboarding fee. AI Agent capabilities are sold as per-seat add-ons (Starter €20, Extended €100, Enterprise €499 per user per month), and additional connectors can be purchased individually. Distribution is augmented by a 33% strategic stake acquired by Vienna-listed hospitality-tech firm ReGuest AG in June 2025, which provides embedded access to hotel chains in South Tyrol and broader DACH markets, alongside structural ties to vioma GmbH via co-founder Swen Laempe. As of the most recent disclosure, Indicate operates with a 6-person international team, holds GDPR and CCPA compliance certifications, and counts Familotel AG and approximately 15 SMB hotels across Germany, Austria, South Tyrol, and Liechtenstein among its named customers.
indicate firmographics
Firmographics- Name
- indicate
- Legal name
- Indicate Data GmbH
- Website
- https://indicate-data.io
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Indicate Data GmbH operates a cloud-based agentic data platform with a proprietary semantic layer that unifies fragmented data sources for hotels and hospitality businesses, primarily in DACH. It sells tiered SaaS subscriptions plus per-seat AI Agent add-ons, leveraging pre-built integrations with major hospitality PMS and marketing platforms.
- Ownership category
- akta.pro rank
indicate industry classification
Industry- Product category
- Data Integration & Analytics Platform
- NAICS
- Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Data & Analytics Platforms (Data Warehousing, Lakes, Streaming) (HDABAAAF)
Keywords
Where indicate is headquartered
LocationHeadquarters
- HQ city
- Offenburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
indicate business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription SaaS - Core Tier: Entry-level subscription at €100/month (or €80/month annually). Includes 5 basic connectors, 25GB storage, 50GB data transfer/month, daily synchronization, up to 13 months data history, standard dashboards, role-based access control, and community support.
- Subscription SaaS - Pro Tier: Mid-market subscription at €500/month (or €400/month annually). Includes 10 basic connectors, 100GB storage, 200GB data transfer/month, multiple daily synchronizations, extended data history, advanced analytics, metric builder, dashboard copying, templates, CSV/Excel exports, and branding options.
- Subscription SaaS - Enterprise Tier: Enterprise subscription starting from €8,000/month. Includes Core or Pro tier as base, 500GB+ storage, customizable synchronizations, complete data history, fully customizable dashboards, custom KPIs, API access, whitelabel, dedicated support manager, SLA, and benchmarks.
- AI Agent Add-ons: Per-user AI agent capabilities sold as add-ons: AI Agent Starter (€20/user/month), AI Agent Extended (€100/user/month), AI Agent Enterprise (€499/user/month). Annual discounts available.
- Onboarding Services: One-time onboarding fee of €800 for setup support. Optional add-on for customers who want assistance connecting data sources.
- Connector Expansion: Additional basic connectors at €10/month each. Pro connectors at €20/month each. Revenue scales with data source connections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Entry-level tier for start-ups, small teams, and pilot projects with cost-effective entry point |
| Subscription | Monthly | Mid-market tier for agencies, growing companies requiring more data volume and advanced analytics |
| Subscription | Multi-year contract | Enterprise tier for large SaaS providers and companies with high requirements |
| Per seat | Monthly | Entry-level AI agent add-on providing context and data foundation for LLMs |
| Per seat | Monthly | Mid-tier AI agent add-on for growing applications with multiple data touchpoints |
| Per seat | Monthly | Enterprise AI agent add-on for organizations with complex scenarios requiring high flexibility |
| One time/ perpetual license | Pay-as-you-go | Professional onboarding service for customers needing setup assistance |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
indicate product offering
Product offeringCore offering
Indicate Data GmbH sells a cloud-based agentic data platform that unifies fragmented data sources into a single source of truth, providing automated data movement, AI-ready data intelligence, configurable BI dashboards, and a proprietary semantic layer. The platform is offered via tiered SaaS subscriptions (Core €100/month, Pro €500/month, Enterprise from €8,000/month) with optional per-seat AI agent add-ons (€20-€499/user/month) and a €800 one-time onboarding service.
Product overview
Indicate Data is a cloud-based agentic data platform that unifies entire data infrastructure on a single platform. The core platform includes Data Movement (automated data flows connecting systems), Data Intelligence (real-time alerts and AI-ready data), BI & Dashboards (configurable reports, visual dashboards, benchmarks), and a Semantic Layer (cleaning and normalizing data). The product portfolio is organized across three pricing tiers: Core (€100/month) for start-ups, Pro (€500/month) for growing companies with advanced analytics, and Enterprise (from €8,000/month) for large companies with full API access and customization. Optional add-ons include Indicate Context (semantic layer connecting data to AI agents with MCP support), MCP Agent (€20-100/User/month), and three AI Agent tiers (Starter €20/month, Extended €100/month, Enterprise €499/month). Indicate Onboarding service is available for €800 one-time setup support.
Differentiator
Problem solved
Functional benefit
Products and services
- Indicate Data Platform Cloud-based agentic data platform that unifies entire data infrastructure, combining data movement, data intelligence, BI dashboards, and semantic layer technology to deliver reliable data for analytics, operations, and AI. Sold via tiered SaaS subscriptions (Core, Pro, Enterprise).
- Indicate Context Semantic layer add-on that connects business data to AI agents. Provides context engineering supporting MCP standards, enabling LLMs to see, reason, and respond with real context from all connected data sources. Features automatic chunking, embeddings, and vectorization with daily automated sync.
- MCP Agent
Quantifiable outcome
- 40% lower costs through automation
- +3 more outcomes
Companies that use indicate
Customer profileNamed customers17 records
Segments1 record
Ideal customer profiles3 records
indicate technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration34 records
AI capability8 records
Feature6 records
indicate partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and general.
- vioma GmbHcoreIndicate has deep integration with vioma (hotel channel manager/booking engine). Co-founder Swen Laempe is the founder of vioma GmbH with over two decades of experience in digital development of the hotel industry.
- FAMILOTEL AGcoreLeading hotel cooperative in Germany/Austria with member hotels using Indicate for consolidated KPI monitoring and benchmarking across the network.
- MEWScorePre-built integration available. MEWS is a hotel management system (PMS) provider.
- ASA HotelsoftwarecorePro integration available. ASA provides hotel management software with pre-built connector.
- Elite SolutionscorePre-built integration available. Elite Solutions provides hotel management software.
- Oracle HospitalitycorePre-built integration available. Oracle provides enterprise hospitality technology.
- Google AnalyticsgeneralPre-built integration for web analytics data including sessions, users, pageviews, conversions, and campaign tracking.
- HubSpot CRMgeneralPre-built integration for CRM data including contacts, leads, and sales analytics.
- Instagram BusinessgeneralPre-built integration for social media analytics including reach, engagement, followers, and post performance.
- Facebook PagesgeneralPre-built integration for Facebook analytics including reach, engagement, page views, and marketing metrics.
- PipedrivegeneralPre-built integration for CRM data including contacts, sales, leads, and communication history.
- ShijigeneralPre-built integration with Shiji SEP (enterprise hospitality platform).
- Matomo AnalyticsgeneralPro integration available. Open-source web analytics with pre-built connector.
- SendGridgeneralPro integration available. Email platform integration for sent emails, open rates, click rates, and bounce tracking.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
indicate competitors and assessment
Company assessmentDirect peers
- Fivetran: Fivetran is a leading automated data movement/ELT platform with managed connectors — directly overlapping with Indicate's Data Movement and connector ecosystem.
- dbt Labs: dbt provides data transformation and a semantic layer used widely for AI/analytics workloads, competing for the same 'clean data foundation for AI and BI' positioning Indicate targets.
- Airbyte: Airbyte offers an open-source data integration platform with a large connector catalog, competing head-on with Indicate's data movement and pre-built connectors.
- Cube: Cube is a semantic-layer platform for data applications that powers AI agents and embedded analytics — directly comparable to Indicate's Semantic Layer and Indicate Context / MCP Agent offering.
- Hex: Hex is a modern collaborative data workspace combining notebooks, data apps, and AI; comparable to Indicate's BI dashboards combined with conversational/AI data access.
- Lighthouse (formerly OTA Insight): Lighthouse is a hospitality-focused commercial intelligence and data platform — the closest vertical-analytics peer to Indicate's hospitality offering.
Emerging players
- Mews: Mews is a cloud hospitality PMS that has been expanding into broader data/BI and marketplace functions; Indicate integrates with Mews but Mews also competes for hospitality data consolidation spend.
Broad incumbents
- ThoughtSpot: ThoughtSpot is an established AI-analytics/BI platform with natural-language querying and embedded analytics, overlapping significantly with Indicate's BI dashboards and conversational layer.
- Snowflake: Snowflake is a leading cloud data platform with growing semantic-layer and AI features; a broad incumbent that could subsume much of Indicate's data warehouse and context functionality.
- Databricks: Databricks offers a unified data lakehouse, ML, and now generative-AI tooling — a broad incumbent against which Indicate's data platform and AI-context positioning must differentiate.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
indicate social profiles
Digital presenceindicate compliance and trust
Trust signalCompliance2 records
indicate financial estimates
Financial estimateRevenue estimate
Valuation estimate
indicate leadership team
Management profileNumber of profiles
Profiles6 records
indicate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
indicate 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 indicate
What does indicate do?
Indicate Data GmbH sells a cloud-based agentic data platform that unifies fragmented data sources into a single source of truth, providing automated data movement, AI-ready data intelligence, configurable BI dashboards, and a proprietary semantic layer. The platform is offered via tiered SaaS subscriptions (Core €100/month, Pro €500/month, Enterprise from €8,000/month) with optional per-seat AI agent add-ons (€20-€499/user/month) and a €800 one-time onboarding service.
Is indicate a public or private company?
indicate is a private company. It is classified as venture growth investor backed and is currently operating.
When was indicate founded?
indicate was founded in 2023. It employs 1 to 10 people.
Where is indicate based?
indicate is headquartered in Offenburg, Germany, in the Europe region.
How does indicate make money?
Six revenue lines are on record. Subscription SaaS - Core Tier is the primary driver. The others are subscription SaaS - Pro Tier, subscription SaaS - Enterprise Tier, AI Agent Add-ons, onboarding Services and connector Expansion.
Who are indicate's main competitors?
Direct peers on record are Fivetran, dbt Labs, Airbyte, Cube, Hex and Lighthouse (formerly OTA Insight). Mews is listed as an emerging player. Broad incumbents are ThoughtSpot, Snowflake and Databricks.
Does indicate have an API?
Yes. Indicate offers an API accessible via tokens (Agent Tokens for AI Agents, API Tokens). API access is available in the Enterprise tier, allowing read and write operations. The Indicate API enables developers to build custom applications on top of Indicate. Custom connectors are supported via Webhook and REST API. MCP (Model Context Protocol) agent is available as an add-on across all tiers (Single Space: €20/User/Mo, Multi Space: €100/User/Mo), providing context engineering for AI agents. Developer documentation is at support.indicate-data.com/docs.
What industry is indicate in?
indicate's product category is Data Integration & Analytics Platform. Its primary akta.pro industry code is HDABAAAF, Data & Analytics Platforms (Data Warehousing, Lakes, Streaming). Its NAICS code is 5132 and its SIC code is 7372.