Whooz

What Whooz does

Whooz, now operating as TDA Analytics following its March 2025 merger with GeoMarktprofiel, is a Dutch customer insights and data analytics firm headquartered in Nieuwegein, Utrecht, that provides nationwide residential-level segmentation data covering all 8.3 million Dutch woonadressen (residential addresses) with over 200 attributes. The company's core products are two complementary segmentation systems: Whize (11 segments and 59 subsegments based on socio-demographic, socio-economic, and environmental variables) and GeoType (14 lifestyle segments derived from continuous lifestyle market research conducted since 1994). These models are built by fusing open Dutch government data sources (BAG, CBS, Kadaster) with annual proprietary lifestyle research conducted in partnership with Blauw Research. The product portfolio was expanded in 2023-2025 with Whize Shopping (7 retail-specific segments), Climate Risk Environmental Scores covering 8 hazard categories based on Dutch Green Building Council methodology, and Mira360 — an AI conversational agent that makes Whize and GeoType segments directly accessible for content and campaign creation. The company also operates 50 pre-built audiences directly deployable on Marktplaats, DPG, Meta, Google DV360, and TikTok.

TDA Analytics serves over 100 organizations across diverse verticals including retail, banking, insurance, real estate development, energy, automotive, and non-profit fundraising. Named customers include Rabobank, Funda, OHRA, Unigarant, Miele, Wehkamp, Essent, Vitens, Louwman Group, ITG Companies, BPD, DELA, Koninklijke Auping, Kees Smit Tuinmeubelen, Zelfstroom, UNICEF Netherlands, and KWF Kankerbestrijding. Documented customer outcomes include 28% conversion lift, 30% revenue growth, and lead waste reduction from 50% to 28% (ITG Companies), as well as 10% higher quote-to-order conversion (Zelfstroom).

The business operates on three revenue streams: (1) subscription data licensing with periodic updates and real-time webservice/API access (recurring revenue), (2) analyst-led advisory and custom analysis projects (professional services), and (3) managed audience activation across major digital advertising platforms. Pricing is custom-negotiated per customer; no public pricing tiers exist. The company is ISO 27001 certified, holds the DDMA Privacy Waarborg, and is GDPR/AVG compliant. Whooz was acquired by The Data Agency in October 2023, merged with GeoMarktprofiel in March 2025 to form TDA Analytics, and joined The Relevance Group — a European data-driven marketing network backed by Swiss investor Ufenau Capital Partners — in April 2025, positioning the firm for cross-border expansion into Belgium and Germany.

Name

Whooz

Legal name

TDA Analytics

Website

https://tda-analytics.nl

Company type

Private

Founded year

2023

Operating status

Acquired

Headcount range

11–50 employees

Short description

Whooz (TDA Analytics) is a Dutch customer insights firm providing nationwide residential-level segmentation data covering all 8.3 million Dutch addresses, serving 100+ enterprise and mid-market organizations across retail, banking, insurance, real estate, energy, and non-profit verticals through subscription data licensing, advisory services, and AI-powered activation products.

Ownership category

akta.pro rank

Product category

Consumer and Market Intelligence Data Analytics

NAICS

Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

akta.pro secondary industry

Market Sizing, Competitive Benchmarking & Performance Analytics (THALAIAE)

Keywords

• Consumer intelligence data
• Geo-demographic segmentation
• Market analytics platform
• Customer data analytics
• Audience targeting solutions

Headquarters

HQ city

Nieuwegein

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Data Services: Segmentatiedata is provided via subscription with full integration into customers' own on- and offline environments, including periodic data updates. Data accessible remotely via webservice, real-time API queries, or applied by TDA Analytics analysts.
2. Advisory and Analysis Services: Ad-hoc or structural consulting and analysis engagements where TDA Analytics analysts support customer and market analyses, segmentation projects, and behavioral predictions using both client and TDA data.
3. Audience/Targeting Services: Audience targeting services enabling customers to reach defined segments online and offline, including 50 pre-built audiences deployable on Marktplaats, Meta, DPG, Google, DV360, and TikTok.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Whooz provides geo-demographic customer segmentation and consumer intelligence data products for Dutch and Benelux B2B customers. Following its 2023 acquisition by The Data Agency and 2025 merger with GeoMarktprofiel, the offering now operates under TDA Analytics and includes the GeoType segmentation model, Whize consumer datasets, the Mira360 AI analytics agent, climate risk scoring, online audience activation, and bespoke customer and market analysis.

Product overview

Whooz (now operating as part of TDA Analytics, formed from the merger of Whooz and GeoMarktprofiel in March 2025) is a data-driven customer insights company offering a platform of segmentation products and analytics services. The core offering centers on two complementary segmentation models: GeoType (14 lifestyle segments based on behavioral/lifestyle market research since 1994) and Whize (11 segments/59 subsegments based on socio-demographic/economic variables). These are powered by a nationwide dataset covering all 8.3 million Dutch residential addresses with over 200 attributes. An AI-layer called Mira360 (launched 2025) brings these segments to life through a conversational AI agent. Supplementary offerings include Climate Risk Environmental Scores, Whize Shopping (7 retail-specific segments), Online Audience Activation (50 pre-built audiences for digital ad platforms), and advisory/analysis services. All offerings are delivered via subscription with periodic updates, web service access, or analyst-delivered projects.

Differentiator

Problem solved

Functional benefit

Brands

• Whize: Socio-demographic, socio-economic and environmental segmentation covering 11 segments and 59 subsegments
• GeoType
• Mira360

Products and services

• GeoType A proprietary geo-demographic segmentation model that classifies Dutch neighbourhoods and households by demographic and lifestyle profiles for use in marketing, retail planning, and real-estate analysis.
• Whize A consumer data product providing household-level consumer insights, lifestyle indicators, and behavioural profiles for B2B customers across marketing, retail, and real estate use cases.
• Mira360 An AI-driven analytics agent for customer segmentation and 360-degree customer profiling that augments traditional geo-demographic and consumer data with automated, real-time insights.
• National Segmentatie Datasets National-level segmentation datasets covering the full Dutch population with demographic and lifestyle classifications for nationwide analysis and planning.
• Climate Risk Environmental Scores Environmental and climate-risk scoring data applied at neighbourhood and address level to support sustainability, resilience, and property-investment decisions.
• Whize Shopping A consumer shopping-behaviour data product providing insights into household spending, channel preferences, and category-level purchase patterns for retail and marketing customers.
• Online Audience Activation An audience activation service that turns segmentation and customer data into addressable digital audiences for online marketing campaigns.
• Customer & Market Analysis A bespoke analytics service delivering tailored customer and market analyses for individual B2B clients, combining proprietary data with custom modelling.
• Whize Customer Dashboard A self-service customer analytics dashboard that lets B2B users explore Whize consumer data, build segments, and visualise customer profiles.
• Lifestyle Research Reports Research reports describing Dutch consumer lifestyles, attitudes, and trends, sold to B2B customers for market insight and planning.

Quantifiable outcome

• 28% higher conversion rate for International Travel Group through standard segmentation implementation
• +5 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Relevance Group (TRG)coreStrategic or Co-development Partner · 1 April 2025TDA Group (parent of TDA Analytics) joined The Relevance Group in April 2025 as part of TRG's Buy & Build strategy supported by Swiss investment group Ufenau Capital Partners. TDA Group brings together specialized companies from Netherlands, Belgium, and Germany covering Master Data Management, Customer Data Platforms, marketing automation, segmentation data, KYC/AML compliance, predictive analytics, and campaign management. TDA Group will provide shared technological infrastructure across the TRG network.
• Customer Insights Center Rijksuniversiteit Groningen (RUGCIC)minorStrategic or Co-development Partner · 1 September 2023GeoMarktprofiel (now TDA Analytics) expanded its collaboration with RUGCIC, making national segmentation data available for free for scientific research purposes. First PhD research examines the relationship between solar panel distribution and lifestyle segments (GeoTypen) across Dutch addresses.
• Blauw ResearchminorStrategic or Co-development PartnerBlauw Research conducts annual lifestyle market research in partnership with TDA Analytics (formerly GeoMarktprofiel), contributing to the GeoType and Whize segmentation models. Research covers topics including sustainability, shopping behavior, financial matters, and media consumption.
• Dutch Dialogue Marketing Association (DDMA)minorOthersDDMA is a Dutch trade association for dialogue marketing. TDA Analytics holds the DDMA Privacy Waarborg certification and participates in industry knowledge sharing through DDMA membership.
• Data and Insights NetworkminorOthersIndustry association for market research and data insights. TDA Analytics conducts lifestyle research conforming to Data and Insights Network and ESOMAR behavioral codes.
• Rijksdienst Voor Ondernemend Nederland (RVO)minorOthersRVO is a Dutch government organization supporting entrepreneurship. Listed as a collaboration partner, likely for data sourcing or public sector initiatives.
• MotivactionminorStrategic or Co-development PartnerTDA Analytics collaborates with Motivaction on the Mentality segmentation model, which is based on consumer values, opinions, and lifestyle.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Global audience measurement and consumer data incumbent with consumer segmentation, media planning, and market intelligence offerings. Comparable in providing large-scale consumer segmentation data for marketing and media decisions, but at much broader geographic and category scope than TDA Analytics.
• Kantar: Global market research and consumer insights incumbent offering audience profiling, segmentation, and brand tracking. Overlaps with TDA Analytics' lifestyle segmentation and analytical advisory services, but operates across many markets and research methodologies rather than a single-country address-level data asset.
• Experian Marketing Services: Major consumer data and marketing services provider offering audience segmentation, identity, and credit-based customer insights. Comparable in supplying demographic, financial, and behavioral attributes for marketing use cases, with Whize's FinTypen segment a direct analogue to Experian's financial-behavior classifications.
• GfK: International market research company providing consumer panels, lifestyle data, and segmentation for retail and FMCG clients. Comparable to TDA Analytics in offering lifestyle-driven segmentation and panel-based research (analogous to TDA's partnership with Blauw Research), though at multi-country scale.

Emerging players

• Audiense: Audience intelligence platform using AI to derive social and consumer segments from first- and third-party data. Comparable to Mira360's AI-conversational segmentation access but focuses on social/audience signals rather than nationwide address-level socio-demographic data.
• Resonate: Consumer data and predictive intelligence provider offering segmentation based on values, attitudes, and behavior, with activation across digital channels. Comparable to TDA Analytics' lifestyle/value-based segmentation (Mentality, GeoType) combined with audience activation on ad platforms, though operating in the US market.

Direct peers

• Epsilon (Publicis Groupe): Data-driven marketing platform combining consumer data, people-based identity, and audience activation across channels. Comparable to TDA Analytics in providing segmentation, customer enrichment, and audience targeting, though focused on enterprise-scale global clients rather than national-level B2B segments.
• Acxiom (IPG Mediabrands): Major consumer data and audience-targeting provider offering segmentation, identity resolution, and marketing data services. Directly comparable in offering customer/market segmentation and audience activation, though at much larger global scale versus TDA Analytics' Dutch address-level focus.
• LiveRamp: Data collaboration and audience activation platform enabling customer data onboarding and activation across major ad platforms. Directly comparable to TDA Analytics' webservice/API and 50-audience activation on Meta, Google DV360, TikTok, and DPG, but operating globally rather than at Dutch address-level granularity.
• Merkle (Dentsu): Customer data platform and data-driven customer experience management provider offering segmentation, analytics, and audience activation. Comparable in combining proprietary audience data, predictive analytics, and activation services to drive marketing ROI for enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tda-analytics

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Whooz