Swipe

What Swipe does

Swipe is a card-based WiFi captive portal solution developed by Ortana Media Group, a privately held UK-incorporated media technology company founded in 2012. The product transforms standard WiFi access points into digital signage engagement platforms, presenting images, videos (up to 4K HDR), forms, and connector cards to users in exchange for WiFi access, with configurable content-shuffling rules based on impression count, site/location, device type, time of day, weather, and swipe direction. Swipe integrates with major wireless infrastructure providers including UniFi, Omada, Meraki, Cisco, MikroTik, Aruba, and Ruckus, targeting retail, hospitality, and smart-building venue operators.

Swipe is built on Ortana's flagship Cubix platform, a media-aware workflow engine (MAWE) with a three-layer architecture spanning Asset Management, Orchestration, and Automation. The platform uses a drag-and-drop workflow designer called Taskflow and a harness-based integration approach supporting 170+ API integrations across storage, AI, transcoding, archive, MAM, and delivery systems. Cubix is offered in four product tiers (Yunify, Halo, Appliance, Connect) with Connect starting at £99/month and a 30-day free trial; Appliance and Yunify enterprise deployments are quote-based. Revenue is generated through software subscriptions, hardware appliance sales, professional services, and managed services, distributed primarily through a global network of 160+ technology partners and regional resellers across North America, EMEA, APAC, and LATAM, supported by direct enterprise sales and an active trade-show presence (NAB, IBC, ISE, MPTS).

Primary end customers sit in media & entertainment (broadcasters, post-production, streaming platforms, film studios), with Swipe-specific deployments in retail, hospitality, and smart buildings/venues. Secondary segments include corporate/enterprise and healthcare (medical imaging workflows). The company is founder-owned (James Gibson, Founder & CTO) with approximately 15 employees distributed across London (headquarters), Los Angeles, Kuala Lumpur, and Warsaw.

Name

Swipe

Legal name

Ortana Media Group Limited

Website

https://swipewifi.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Swipe, by Ortana Media Group, is a card-based WiFi captive portal solution built on the Cubix media-aware workflow platform, enabling retail, hospitality, and venue operators to deliver targeted digital content in exchange for guest WiFi access, distributed globally through 160+ channel partners.

Ownership category

akta.pro rank

Product category

WiFi Engagement Platform

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)

akta.pro secondary industry

Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG)

Keywords

• WiFi captive portal
• Digital signage platform
• Guest WiFi engagement
• Venue marketing software
• WiFi marketing solutions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Platform Subscriptions: Cubix platform available in four tailored product tiers (Yunify, Halo, Appliance, Connect) designed for different user levels and business sizes. Includes subscription-based licensing with various deployment options.
2. Hardware Appliances: Cubix Appliance products sold as on-premise or cloud-deployable solutions with predefined Taskflows for specific use cases including Studio, AVID Ingest, Transcode, AI Orchestrator, Bulk Tape Ingest, and LTO/HSM Migration.
3. Professional Services: Custom integration, deployment, and consulting services. Ortana positions itself as an 'expert friend' providing tailored solutions through configuration rather than custom development.
4. Managed Services: Ongoing support and managed services for customers, including Head of Support and Support Engineers team.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Swipe is a WiFi captive portal service by Ortana Media Group, built on the Cubix platform, that transforms WiFi access points into digital signage and brand engagement touchpoints. Users gain WiFi access by swiping through a deck of interactive cards displaying images, videos (up to 4K HDR), forms, or connector cards (chat bots, QR Code Generators), with QR codes saveable to Google or Apple Wallet. The platform uses configurable business rules to shuffle card order in real time based on impression count, site/location, device type, time of day, weather, and swipe direction, delivering targeted content to drive footfall, customer retention, and advertiser engagement in physical venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Swipe WiFi Captive Portal
• Advertiser Account Management
• Swipe Campaign Reporting & Analytics

Quantifiable outcome

• Up to 60% reduction in storage costs through intelligent deduplication
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration113 records

AI capability8 records

Feature6 records

Partnerships

19 partnerships are on record, tiered core, minor and strategic.

• ShadecoreTechnology or Integration · 14 July 2026Technical partnership combining Shade's media collaboration platform with Cubix MAWE. Enables automation workflows including live capture, remote ingest, proxy generation, archive management, and migration from legacy MAM systems through 170+ API integrations.
• Facilis TechnologycoreTechnology or Integration · 18 April 2026Partnership enabling secure web administration of Facilis HUB servers through Cubix Connect Widget. Provides remote storage and user management, workstation authorization, and server health reporting from any web browser.
• Snicket LabscoreTechnology or Integration · 2 April 2026Integration bringing Snicket Labs Match video deduplication engine into Cubix Connect. Addresses versionitis and content duplication, enabling up to 60% storage cost reduction while maintaining full visibility across media libraries.
• DeepMarkcoreTechnology or Integration · 2 April 2026Integration embedding DeepMark's invisible forensic watermarking into Cubix MAWE. Provides persistent content provenance and IP security across media lifecycle from ingest to distribution. Supports C2PA standards.
• DeepVAcoreTechnology or Integration · 8 January 2026Partnership bringing sovereign and secure AI automation to media workflows. DeepVA's visual and audio AI combined with Cubix orchestration for automated post-production and archive enrichment while maintaining GDPR compliance.
• freispacecoreTechnology or Integration · 4 December 2025Integration connecting freispace's AI-native post-production management software with Cubix platform. Enables automated provisioning of NEXIS/storage, remote editing facilities, and seamless billing sync with Xero/Sage/Salesforce.
• MediaspecminorChannel Partner/ Reseller/ Distributor · 28 October 2025UK reseller established in 1994 serving education, media, music and post-production industries. Joins as latest UK reseller partner.
• OOONAcoreStrategic or Co-development Partner · 28 August 2025Strategic partnership making Ortana a preferred integration partner within OOONA's localization tools and cloud platform. Integrates Cubix orchestration with OOONA's subtitle, voiceover, dubbing and captioning tools. TPN Gold Shield and ISO/IEC 27001:2013 certified.
• Imaginario AIcoreTechnology or Integration · 14 August 2025Strategic technology integration with Imaginario.ai's Cetus AI engine for multimodal video understanding, smart search, and AI-powered editing. Enables high-accuracy indexing at scale including scene understanding, facial analysis, speech-to-text, and multilingual transcription.
• Content AwareminorChannel Partner/ Reseller/ Distributor · 31 July 2025Toronto-based reseller joining program with 25+ years experience in media infrastructure. Serves broadcast, post-production, corporate media, and creative agencies.
• SynchronizedcoreTechnology or Integration · 19 June 2025Strategic partnership integrating Synchronized's In-Video Intelligence services (Smart Ad-breaks, Smart Binge, Smart Thumbnails) with Cubix platform. Winner of Broadcast Tech Best AI Innovation Award 2024. Enables 20x productivity improvement.
• Marshall Graphics SystemsminorChannel Partner/ Reseller/ Distributor · 11 June 2025Multi-certified VAR joining reseller program in North America. 47+ years in business focusing on digital workflow products and services.
• Bridge DigitalminorChannel Partner/ Reseller/ Distributor · 10 June 2025US-based integrator and value added reseller joining reseller program. First connected at NAB Show 2025 through MasterSTROQ introduction.
• Amplify (Seiri)strategicTechnology or Integration · 14 May 2025Native API integration between Cubix platform and Amplify's Seiri AI engine for extracting rich metadata and cataloguing media content. Enables automated ingestion of AI-generated metadata including transcripts, object recognition, and scene descriptions.
• Polar GraphicsstrategicTechnology or Integration · 9 May 2025Strategic partnership with Polar Graphics Ltd's Polar-Arc archiving solution and Cubix Connect. Enables highly customized archiving workflows for European customers with decades of LTO and archive storage expertise.
• StorjcoreTechnology or Integration · 8 April 2025Integration combining Ortana's Cubix MAM, orchestration, and provisioning with Storj's distributed cloud solutions (Object Storage, Cloud GPUs, Object Mount). Delivers scalable hybrid model for post-production, creative agencies, and content distribution with up to 90% lower costs.
• MasterSTROQcoreChannel Partner/ Reseller/ Distributor · 20 March 2025Official North American distributor for Cubix platform products (Yunify, Halo, Appliance, Connect). Founded by Chris Collum, industry veteran with 18+ years experience. Enables expansion of Cubix reach to broader global audience across broadcast, post-production, and corporate video markets.
• Silver Trak DigitalstrategicStrategic or Co-development Partner · 28 November 2024International consortium partner for Malaysian launch of world's first GenAI-powered end-to-end Media Ecosystem. Consortium also includes Dotcom Telecommunications and operates with FINAS for audio-visual archive preservation.
• Dotcom TelecommunicationsstrategicStrategic or Co-development Partner · 28 November 2024Malaysian consortium partner in GenAI Media Ecosystem launch. Combined with Ortana and Silver Trak Digital for content digitization, restoration, and monetization across Asia.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• VSN: End-to-end broadcast MAM, playout and newsroom solutions vendor. Competes in broadcast workflow automation where Ortana also positions Cubix through its channel partners.
• Vidispine (Net Insight): API-first media asset management platform that, like Cubix, exposes asset management as a developer-friendly layer. Overlaps with Cubix on integration-led, OEM-style deployments.
• Social WiFi: WiFi captive portal marketing platform for venues including malls, restaurants and hotels. Directly competes with Swipe on WiFi-based guest engagement, social login and data capture.
• Dalet: Enterprise MAM and workflow platform (Dalet Flex, Dalet Pyramid) widely used by broadcasters and content owners. Closest direct competitor in MAM orchestration and content supply chain automation.
• Avid Technology: Established MAM and media production platform with MediaCentral, NEXIS and Interplay. Ortana integrates with the Avid stack and competes head-on for broadcast/post-production workflow orchestration budgets.
• Purple WiFi: Cloud WiFi captive portal, analytics and marketing platform targeting retail, hospitality and venues. Closest direct competitor to Ortana's Swipe product on venue WiFi engagement and analytics.
• Iconik (Backlight): Cloud-native MAM with hybrid storage orchestration, often positioned as an alternative to on-premise MAM stacks. Competes with Cubix for modern, hybrid-cloud media asset management deployments.
• Tedial: Specialist MAM and workflow orchestration vendor for broadcast, sports and archive use cases. Direct competitor in the mid-market MAM orchestration segment where Cubix also operates.

Broad incumbents

• EditShare: Shared storage plus media asset management (EFS, FLOW) vendor. Both companies target collaborative post-production environments; EditShare bundles storage with workflow, while Ortana integrates with multiple storage vendors.
• Telestream: Established media processing and workflow vendor (Vantage, Lightspeed, DIVA). Both Telestream and Ortana target transcoding/QC/ingest automation, but Telestream has a much larger installed base across premium post houses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/swipewifi

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Swipe