Lazarillo
Lazarillo (operating as MapVX) is a Tampa-based SaaS company that provides interactive digital maps, AI-assisted wayfinding, geofenced marketing, and wallet-native loyalty for shopping centers, airports, universities, hotels, and commercial real estate operators across the Americas.
- Company typePrivate
- Founded2016
- HeadquartersTampa, FL, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lazarillo does
Lazarillo Company is a private B2B SaaS company founded in 2016 and headquartered in Tampa, Florida, with regional operations in Santiago (Chile), Mexico City, and Bogota. The company operates primarily through its MapVX platform — a SaaS solution for interactive digital maps that enables physical venues such as shopping centers, airports, universities, hotels, commercial real estate, and department stores to deploy branded wayfinding, real-time analytics, geofenced marketing, advertising placements, and accessibility features across web, mobile, kiosk, QR, and WhatsApp surfaces.
The MapVX platform is built on a modular architecture comprising a core mapping engine and a suite of add-on modules: AI Assistant (multimodal, venue-trained conversational agent), VX Cards (wallet-native loyalty in Apple/Google Wallet), Spatial Analytics (heatmaps, dwell time, search trends, foot traffic), Digital Directory, Digital Kiosks, LiDAR-based spatial scanning, Routes & Wayfinding (including wheelchair-optimized routing), Advertising & Promotions, Accessibility Features, and a self-service Map Management portal. Underlying integrations include open APIs and SDKs for CMS, tenant management, loyalty, ticketing, and IoT/indoor-positioning systems. The company's origins in the LazarilloApp — an accessibility-focused mobile navigation app that grew to over 350,000 users and earned founder René Espinoza an MIT Innovator Under 35 recognition — continue to inform product DNA around inclusive design.
Lazarillo monetizes through three revenue streams: tiered subscription SaaS (Pilot, Basic, Premium with annual billing and multi-year enterprise options), on-map advertising and sponsored placements, and professional services (LiDAR scanning, custom map creation, integration setup, with most clients live within six weeks). Go-to-market is enterprise sales-led with direct engagement of property owners, facility managers, and retail operators, supported by content marketing (blog, webinars, case studies) and demo-driven conversion via HubSpot meetings. Named customers include Cencosud, IKEA, Mallplaza, Sambil, Centro Andino, Eldorado Airport, Aeropuerto Santiago de Chile, Nokia, and Bedrock. The company is privately held with no disclosed institutional funding rounds.
Lazarillo firmographics
Firmographics- Name
- Lazarillo
- Legal name
- Lazarillo Company
- Website
- https://mapvx.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lazarillo (operating as MapVX) is a Tampa-based SaaS company that provides interactive digital maps, AI-assisted wayfinding, geofenced marketing, and wallet-native loyalty for shopping centers, airports, universities, hotels, and commercial real estate operators across the Americas.
- Ownership category
- akta.pro rank
Lazarillo industry classification
Industry- Product category
- Indoor Mapping and Wayfinding Software
- NAICS
- Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (54183)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Local Experiences & Event Services Marketplaces (Photographers, Caterers, DJs) (BPAMAHAK)
- akta.pro secondary industry
- Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)
Keywords
Where Lazarillo is headquartered
LocationHeadquarters
- HQ city
- Tampa, FL
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Lazarillo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS: Platform subscription model with three tiers (Pilot, Basic, Premium) based on property size, traffic volume, and feature requirements. Annual billing with multi-year contract options for enterprise clients.
- Advertising & Promotions: On-map advertising placements, sponsored listings, and location-based promotions that allow tenants and vendors to reach customers. Revenue generated from advertisers wanting to promote within the mapping platform.
- Implementation Services: Professional services including LiDAR scanning, custom map creation, integration setup, and staff training. Most clients go live within six weeks of kickoff.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Pilot tier for initial deployment and testing |
| Subscription | Annual | Basic tier for standard functionality |
| Subscription | Annual | Premium tier for full platform access |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Lazarillo product offering
Product offeringCore offering
Lazarillo sells MapVX, a custom-built SaaS platform that turns physical venues into interactive digital maps and wayfinding environments. It provides indoor and outdoor navigation, tenant directories, geofenced promotions, real-time spatial analytics, venue-specific AI assistance, loyalty integration, and accessibility features through web, mobile, kiosks, QR codes, WhatsApp, and API/SDK connections.
Product overview
Lazarillo operates primarily through its MapVX SaaS platform, an interactive digital mapping solution that transforms physical venues into revenue-driving environments. The platform consists of the core MapVX Platform enhanced by modular add-ons including VX Cards (wallet-native loyalty), AI Assistant (conversational navigation), Spatial Analytics (behavioral insights), Digital Directory, Digital Kiosks, LiDAR Scanning, Routes & Wayfinding, Advertising & Promotions, Accessibility Features, and Map Management tools. The platform delivers across web, mobile, QR code, kiosk, and WhatsApp channels with omnichannel integration.
Differentiator
Problem solved
Functional benefit
Brands
- MapVX: Interactive mapping software platform for revenue-driven venues including airports, shopping centers, universities, hotels, and commercial real estate. Features include turn-by-turn navigation, real-time analytics, AI assistant, VX Cards loyalty program, and omnichannel access via web, mobile, kiosk, and QR codes.
Products and services
- MapVX Platform A SaaS platform for interactive digital maps in physical venues, providing navigation, directories, geofenced promotions, real-time analytics, AI assistance, and omnichannel access.
- VX Cards A wallet-native loyalty platform for physical venues that places digital membership cards, geofenced offers, points programs, and redemption analytics in Apple or Google Wallet without requiring an app download.
- LiDAR Scanning A high-precision spatial data capture service that uses LiDAR to create accurate digital models of physical spaces for map generation.
- Digital Kiosks Touchscreen kiosks installed throughout venues provide interactive wayfinding stations, digital directory access, and QR code handoff to mobile devices.
- Implementation Services Professional services include LiDAR scanning, custom map creation, integration setup, and staff training; the source reports that most clients go live within six weeks of kickoff.
Quantifiable outcome
- Up to 80% higher engagement for location-based marketing vs non-targeted campaigns
- +4 more outcomes
Companies that use Lazarillo
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles7 records
Lazarillo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability8 records
Feature9 records
Lazarillo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Lazarillo AppcoreNative integration with Lazarillo accessibility app provides audio-guided navigation and location-based alerts for users who are blind or visually impaired. Lazarillo App was the original product (founded 2016) with 350,000+ users before MapVX was launched.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Lazarillo competitors and assessment
Company assessmentDirect peers
- Mapsted: Mapsted provides hardware-free indoor positioning and navigation for malls, airports, hospitals, and universities—directly comparable to MapVX's venue wayfinding and analytics offering without requiring BLE beacons.
- Mappedin: Mappedin is the most direct competitor—offering indoor mapping, wayfinding, digital directories, and 3D venue maps for malls, airports, and campuses with similar SaaS delivery. It is the closest functional analog to MapVX's venue navigation stack.
- IndoorAtlas: IndoorAtlas offers indoor positioning and mapping using geomagnetic and sensor fusion technology, serving retail, airports, and venues with comparable location-based services to MapVX.
- Zipline (Aisle Labs): Aisle Labs/Zipline provides indoor mapping, digital directories, and location-based marketing for retail and shopping centers—a direct peer in venue wayfinding with similar advertiser-supported monetization.
- Phunware: Phunware offers indoor mapping, wayfinding, and location-based engagement for hospitals, airports, stadiums, and retail—closely aligned with MapVX's venue engagement and analytics stack.
Emerging players
- Yext: Yext provides digital knowledge management and location data infrastructure, with overlaps to MapVX's digital directory and tenant-listing capabilities for multi-location brands and venues.
Broad incumbents
- Google Maps Platform: Google Maps Platform is the broad incumbent offering indoor maps, Live View AR navigation, and Places API. It competes with MapVX as a low-cost default for venue operators needing baseline indoor mapping at scale.
- HERE Technologies: HERE provides indoor mapping, venue maps, and location platform services as part of its broader mapping and automotive portfolio—overlapping with MapVX in the venue navigation and analytics layer.
- Cisco DNA Spaces (formerly Jibestream): Cisco DNA Spaces is the broader incumbent in indoor wayfinding and location analytics, acquired through Jibestream. It competes in venue mapping as part of Cisco's enterprise networking portfolio, overlapping with MapVX's spatial analytics and wayfinding capabilities.
Others
- Blis (location advertising): Blis is a location-based advertising platform that monetizes proximity and footfall data. It is adjacent to MapVX's advertising/promotions layer rather than a direct mapping competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Lazarillo social profiles
Digital presenceLazarillo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lazarillo leadership team
Management profileNumber of profiles
Profiles2 records
Lazarillo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lazarillo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lazarillo 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 Lazarillo
What does Lazarillo do?
Lazarillo sells MapVX, a custom-built SaaS platform that turns physical venues into interactive digital maps and wayfinding environments. It provides indoor and outdoor navigation, tenant directories, geofenced promotions, real-time spatial analytics, venue-specific AI assistance, loyalty integration, and accessibility features through web, mobile, kiosks, QR codes, WhatsApp, and API/SDK connections.
Is Lazarillo a public or private company?
Lazarillo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lazarillo founded?
Lazarillo was founded in 2016. It employs 11 to 50 people.
Where is Lazarillo based?
Lazarillo is headquartered in Tampa, FL, United States, in the North America region.
How does Lazarillo make money?
Three revenue lines are on record. Subscription SaaS are the primary driver. The others are advertising & Promotions and implementation Services.
Who are Lazarillo's main competitors?
Direct peers on record are Mapsted, Mappedin, IndoorAtlas, Zipline (Aisle Labs) and Phunware. Yext is listed as an emerging player. Broad incumbents are Google Maps Platform, HERE Technologies and Cisco DNA Spaces (formerly Jibestream). Blis (location advertising) is listed as an others.
Does Lazarillo have an API?
Yes. MapVX offers open API and SDK integrations that allow custom integrations with client systems. The platform can integrate with CMS platforms, tenant management systems, loyalty programs, ticketing solutions, and IoT infrastructure for real-time indoor positioning. Custom SDK integrations enable building custom experiences, including augmented reality or AI features, directly into existing apps and systems.
What industry is Lazarillo in?
Lazarillo's product category is Indoor Mapping and Wayfinding Software. Its primary akta.pro industry code is BPAMAHAK, Local Experiences & Event Services Marketplaces (Photographers, Caterers, DJs), with a secondary code of THALAFAK, Destination & Local Services Marketplaces (Transfers, Guides, City Passes). Its NAICS code is 54185 and its SIC code is 6531.