What GEOLYTIX LIMITED does

GEOLYTIX Limited is a UK-based geospatial analytics company founded in 2011 that provides location intelligence software and proprietary datasets to help enterprises make evidence-based decisions about physical network strategy, site selection, and omnichannel optimisation. The company operates two integrated product lines: GEOLYTIX MAPP, a web-based market intelligence and mapping platform enabling catchment analysis, competitor benchmarking, sales forecasting, cannibalization modelling, and network blueprinting; and GEODATA, a portfolio of proprietary curated datasets covering demographics, mobility, banking transactions, retail locations, points of interest, footfall, and urban classifications across 100+ countries. Underlying technology combines spatial modelling techniques (gravity models, spatial regression), machine learning algorithms (Gradient Boosting Machine), and Generative AI tools applied since 2012 for predictive sales forecasting and network optimisation.

The company serves enterprise customers primarily in retail (ASDA, M&S, Sainsbury's, Co-op, Coles, Wickes, Boots, Marks & Spencer, Wickes, Charles Tyrwhitt), food and beverage (Dominos, Cook, Mitchells & Butlers, Tossed), leisure (American Golf, Total Fitness, TUI), commercial real estate (IWG, On The Market, Savills, in-store Media France), banking (Barclays, TSB), and government (Harrogate Borough Council, The Post Office). The MAPP platform supported 850+ users across 71 customers in 96 countries in 2023. Geographic operations span London and Leeds (UK headquarters), plus offices in Warsaw, Milan, Copenhagen, Tokyo, Shanghai, Guangzhou, Bangkok, Melbourne, Cape Town/Johannesburg, and Dubai.

GEOLYTIX generates revenue through three streams: SaaS subscriptions for the MAPP platform, proprietary GEODATA product licensing, and professional services/consulting engagements delivered by in-house location planners and data scientists. Pricing is custom and quote-based, reflecting an enterprise sales motion with consultative demos. The company has remained 100% employee-owned with no external investment since founding, growing organically from 12 employees in 2016 to approximately 75 in 2024. It has received two Queen's Awards for Enterprise (Innovation 2016, International Trade 2021) and is led by co-founders Blair Freebairn (CEO, formerly MapInfo UK) and Sarah Hitchcock (COO, formerly Sainsbury's and Boots), with a non-executive director Scott Bell (former Deutsche Bank, Cipher co-founder) and digital geographer Ed Parsons (former Google Geospatial Technologist, former Ordnance Survey CTO).

Name

GEOLYTIX LIMITED

Legal name

GEOLYTIX LIMITED

Website

https://geolytix.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

GEOLYTIX provides location intelligence software and proprietary geospatial datasets for site selection, network planning, and sales forecasting to enterprise retailers, F&B operators, leisure companies, and commercial real estate firms across 100+ countries.

Ownership category

akta.pro rank

Product category

Location Intelligence Software

NAICS

Web Search Portals and All Other Information Services (51929), Web Search Portals and All Other Information Services (519290), Surveying and Mapping (except Geophysical) Services (541370)

SIC

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

akta.pro primary industry

Location Intelligence, Analytics & Geospatial BI (BPAMANAE)

akta.pro secondary industries

GIS & Spatial Data Management Platforms (BPAMANAK), Alternative Data Providers (Web, Satellite, Geolocation, ESG Signals) (FSAFAIAH), Geospatial BI & Location Analytics (HDAEAMAK), Geocoding, Search & Place Data Platforms (BPAMANAC)

Keywords

• Location intelligence software
• Geospatial analytics
• Site selection solutions
• Network planning tools
• Retail location data

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription (MAPP): Subscription-based access to the MAPP platform providing location intelligence, mapping tools, and data analytics. Platform provides interactive maps, industry data, geospatial analytics, forecasting, reporting, and network blueprints.
2. Professional Services - Consulting & Advisory: Location planning consulting services including customer profiling, key driver analysis, sales forecasting, network blueprints, and international expansion advisory. Provided by experienced location planners and data scientists acting as strategic partners.
3. GEODATA Products: Proprietary datasets sold as data products including Global Demographics, Retail Universe, Mobility Data, Banking Data, Urbanity, Points of Interest, and Busyness metrics.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

GEOLYTIX provides a location intelligence platform combining proprietary global geodata, AI-powered predictive sales forecasting models, and a web-based mapping tool (MAPP) for site selection, network planning, and catchment analysis. The company also offers bespoke consulting services delivered by experienced location planners and data scientists, serving retailers, F&B operators, leisure companies, and commercial real estate firms across 100+ countries.

Product overview

GEOLYTIX offers an integrated location intelligence platform combining two core products: GEOLYTIX MAPP (a global online market intelligence and mapping tool) and GEODATA (a suite of proprietary global datasets covering demographics, mobility, banking, retail locations, and urban areas across 100+ countries). MAPP provides interactive maps, geospatial analytics, sales forecasting, benchmarking, and automated reporting for site selection and network planning. The GEODATA portfolio includes specialized data products such as Global Urbanity, Mobility (Cross Shopping and Small Area Footfall), UK Banking Data, UK Postal boundaries, UK Retail Universe, Global Busyness, Global Demographics, Global Points of Interest, Global Retail Places, and Global Urban Areas. The platform combines these datasets with AI-powered predictive models (Gradient Boosting Machine algorithms, gravity models, spatial regression) to help retailers, food & beverage operators, leisure brands, and commercial real estate investors make evidence-based location decisions.

Differentiator

Problem solved

Functional benefit

Brands

• GEOLYTIX MAPP: Global online market intelligence and mapping tool that allows users to use location data for business decision-making. Features include catchment analysis, site scoring, sales forecasting, benchmarking, and automated reporting.
• GEODATA

Products and services

• GEOLYTIX MAPP Global online market intelligence and mapping tool providing interactive maps, geospatial analytics, sales forecasting, catchment analysis, competitor benchmarking, automated reporting, and network blueprints via a web browser for enterprise location decision-making.
• GEODATA Proprietary suite of curated global datasets covering demographics, mobility, banking transactions, retail locations, points of interest, urban areas, and footfall across 100+ countries.
• Global Urbanity Urbanity classification data at H3 level 9 (200m hex grid) describing the type of environment people live in, from urban to rural, across the globe.
• UK Banking Data Real-time retail transaction data for over 200,000 individual retail units, including store-level turnover, average transaction value, trading patterns, customer demographics, and catchment information.
• UK Retail Universe Comprehensive dataset of store locations for 550+ major retail brands with over 100,000 locations across fashion, food & beverage, grocery, health & beauty, home & garden, leisure, and services sectors.
• Mobility - Small Area Footfall Hyper-local footfall estimates within 20m hex resolution for over 20,000 retail places across the UK, including daily footfall and dwell time analysis.
• Mobility - Cross Shopping Mobility data revealing the percentage overlap of devices from one retail place with another, showing where customers shop beyond a brand's own stores.
• Global Demographics Granular, consistent global population, household, age-banded, and affluence data built from census, surveys, house-price, rental, employment, and education statistics.
• Global Points of Interest Activity hotspots dataset showing concentration of different location types across education, healthcare, food & beverage, grocery, leisure, tourism, retail, service, and transport categories.
• Global Urban Areas Boundaries defining over 20,000 towns and cities with population thresholds specific to each country, used for market segmentation, population insights, and new market entry planning.
• Location Planning Consulting & Advisory Services Bespoke consulting including customer profiling, key driver analysis, sales forecasting, network blueprints, and international expansion advisory delivered by experienced location planners and data scientists acting as strategic partners.

Quantifiable outcome

• Reduced site assessment time from 3 weeks to under 30 seconds for Loaf
• +4 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Four partnerships are on record, tiered notable and key.

• Fields in TrustnotableStrategic or Co-development Partner · 1 January 2020Partnership to deliver the Green Space Index, identifying areas of strategic need for green space intervention. GEOLYTIX provided spatial modeling combining green space provision, accessibility, health, affluence, demographics, and household types to help prioritize areas for green space protection.
• Co-opnotableStrategic or Co-development Partner · 1 January 2020Co-op partnered with Fields in Trust and Geolytix to take the Green Space Index further and deliver support and intervention to green spaces in communities that need it most. Co-op funded the expanded research initiative.
• E.LeclerckeyStrategic or Co-development PartnerE.Leclerc, France's historic and most important partner for in-store Media France, joined forces with Geolytix to improve audience qualification capacity for DOOH Retail advertising campaigns through catchment analysis and demographic insights.
• Open Geospatial ConsortiumnotableTechnology or IntegrationEd Parsons, GEOLYTIX Digital Geographer, serves as Chair of the Board of Directors of the Open Geospatial Consortium, an international standards organization for spatial data.

Scale indicators10 records

Recent moves12 records

Expansion highlights3 records

Direct peers

• CACI: UK-based consultancy and data provider offering Acorn geodemographics and retail location planning services. Direct UK competitor, with multiple Geolytix alumni having worked at CACI.
• Geoblink: European location intelligence SaaS targeting retailers and FMCG with expansion planning analytics. Direct competitor in EU retail location planning; multiple Geolytix team members have worked at Geoblink.
• SafeGraph: Alternative data provider of points-of-interest, footfall, and geospatial datasets for enterprise analytics. Competes with GEOLYTIX on the proprietary data layer underpinning location intelligence.
• Placer.ai: Venture-backed foot-traffic and location analytics platform serving retail, F&B, and CRE customers in North America. Directly comparable as a location intelligence product targeting similar buyer personas.

Emerging players

• Tamoco: Niche mobility and geospatial data provider serving retail and real estate with footfall and POI datasets, overlapping with GEOLYTIX's Mobility and Footfall products.

Broad incumbents

• Experian: Global data and analytics company with location/marketing analytics capabilities serving retailers and real estate. Multiple Geolytix team members previously worked at Experian in location/marketing analytics.
• Esri: Global GIS platform leader (ArcGIS) used by retailers and commercial enterprises for spatial analytics. GEOLYTIX sits as a specialist vertical layer on top of, and alongside, Esri's general-purpose geospatial tooling.
• MapInfo (Precisely): Established GIS and location intelligence platform; the founders of GEOLYTIX previously led analytical data at MapInfo UK, making this both a heritage peer and an ongoing competitor in location analytics.
• Pitney Bowes (Location Intelligence): Established provider of location data, mapping, and customer intelligence solutions for enterprise clients in retail, financial services, and public sector.
• HERE Technologies: Major location data and mapping platform with enterprise analytics offerings for retail, logistics, and urban mobility. A broad incumbent in the same underlying location intelligence stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/geolytix

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 GEOLYTIX LIMITED