What IMABI LTD does

IMABI LTD is a UK-based private limited company, founded in 2018 by Mark Balaam (a former national-security and policing professional with 30 years' experience), that operates an integrated safeguarding, safety, and wellbeing platform connecting organisations with their audiences through branded digital Spaces. Its core product is a cloud-based ecosystem comprising a free consumer mobile app (Travel Guardian, evolved from the Railway Guardian app), vertical-specific modules — imabi Inspire for education, imabi Pro for workplaces, imabi Connect for councils, plus sub-brands for BIDs, hospitality, venues and events, ASB, and VAWG — and a White Label capability that lets organisations deploy a fully branded version of the platform under their own identity. The platform integrates geolocation, journey sharing, anonymous crime reporting (via Crimestoppers and British Transport Police Text 61016), real-time alerts, and Power BI-backed dashboards.

The business operates a dual GTM motion: a product-led, freemium consumer funnel (Travel Guardian, 500K+ downloads, available on iOS and Android) that builds brand and a 500K+ user community, and a sales-led enterprise motion selling subscription-based Channels, White Label deployments, and sector modules to UK councils, schools, universities, businesses, BIDs and public safety organisations. Pricing for all subscription tiers is "contact for demo"; the consumer app generates no direct revenue but feeds brand awareness and serves as a sponsorship surface for transport operators and councils. Notable deployments include the Mayor of London's Women's Night Safety Charter platform (reaching 3,000+ signatory organisations), Torbay Council, West End Security Group, Barking Abbey School, and ACS Cobham International School, alongside endorsements from Transport Focus, Metropolitan Police, and British Transport Police.

The company is privately held, UK-domiciled, and currently pursuing growth through a 2025 crowdfunding round on the European Republic platform earmarked for global expansion. It has not disclosed revenue, headcount, institutional funding, or AI/ML capabilities in the source material. Its competitive position rests on a regulatory-aligned product surface (Worker Protection Act 2023, Martyn's Law, OfS Condition E6, VAWG Strategy, Failure to Prevent Fraud, Online Safety Act), an extensive charity and policing partnership network (Crimestoppers, White Ribbon UK, Hestia, Ask for Angela, EIDA, IPSA), and a wholly-owned community-interest subsidiary (imabi Community CIC) that supports its social-mission positioning.

Name

IMABI LTD

Legal name

IMABI LTD

Website

https://imabi.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

IMABI LTD is a UK-based, privately-held safety and safeguarding platform operating a free consumer travel-safety app (Travel Guardian) alongside subscription Channels, White Label deployments, and vertical modules (imabi Inspire for education, imabi Pro for workplaces, imabi Connect for councils) sold to UK councils, schools, universities, businesses, BIDs and public safety organisations.

Ownership category

akta.pro rank

Headquarters

HQ city

Aldershot

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Travel Guardian (Consumer App): The Travel Guardian consumer app is completely free to download and use. No subscription fees or in-app charges. Revenue is not generated directly from individual consumers — the app serves as a network-building and community-impact tool that attracts council partners, transport operators, and enterprise customers to the platform.
2. White Label Subscriptions: Organisations (councils, universities, businesses, BIDs, venues) subscribe to a white-label deployment of the imabi platform under their own brand. This is a low-cost subscription model with complete control over branding, content, and user experience, powered by imabi's infrastructure. Contracts are sold via enterprise sales motion with demo/consultation-led engagement.
3. imabi Channels (Organisational Channels): Organisations create a branded Channel within the wider imabi ecosystem — faster and more cost-effective than a full white-label deployment. Channels benefit from shared audiences and network effects across the imabi platform, connecting with users who discover and switch between multiple Channels. Revenue model likely subscription-based (not explicitly priced).
4. Sponsorship & Partnership Fees: Transport operators, councils, and other organisations can sponsor or partner with the Travel Guardian platform to extend their reach, visibility, and engagement with the platform's 500K+ user base. Sponsorship enables brand association with the free consumer app.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

imabi is an all-in-one safeguarding, safety and wellbeing ecosystem delivered via a cloud-based mobile and web platform. It connects organisations with their audiences through branded Spaces/Channels, offering real-time communication, location-based alerts, anonymous reporting, surveys, geo-linked content and compliance dashboards. Customers include councils, schools, businesses, BIDs and venues; consumers access the free Travel Guardian app for journey sharing, SOS alerts, anonymous crime reporting and location-based safety information.

Product overview

imabi is an all-in-one safeguarding, safety, and wellbeing ecosystem built around a core imabi Platform that connects organisations with their audiences through branded Spaces. The platform encompasses multiple specialised products: Travel Guardian (free travel safety app with journey sharing and reporting), imabi Inspire (education safeguarding platform), and imabi Pro (workplace compliance solution). Organisations can also access White Label customization to launch fully branded versions, while the Customer Portal provides content management and Power BI analytics. Sector-specific solutions include imabi Connect for councils, imabi for BIDs, imabi for Hospitality, imabi for Venues & Events, imabi for Anti-Social Behaviour, and imabi for VAWG. The ecosystem integrates with Crimestoppers, British Transport Police, and other reporting services to provide comprehensive safety coverage across communities, education, business, and public safety sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Travel Guardian: The UKs leading free travel safety channel combining journey sharing, real-time location alerts and trusted reporting tools for safe travel across all transport modes.
• imabi Inspire
• imabi Pro
• imabi Connect

Products and services

• imabi Platform Foundational all-in-one safeguarding, safety and wellbeing ecosystem connecting organisations with their audiences through branded Spaces. Enables real-time communication, location-based alerts, anonymous reporting and community engagement for organisations across sectors.
• Travel Guardian Free personal and travel safety app for consumers combining journey sharing, real-time location alerts, Rescue Me SOS, Near Me map layers, anonymous crime reporting via Crimestoppers and access to safety guides. Available on iOS and Android.
• imabi Inspire Safeguarding and wellbeing platform for schools, colleges and universities. Provides anonymous student and staff incident reporting, wellbeing resources, surveys, behaviour and boundaries education, and journey sharing for student safety.
• imabi Pro Workplace safeguarding and compliance platform helping businesses protect employees, prevent misconduct, meet Worker Protection Act requirements and promote positive workplace culture via confidential reporting, policy visibility and real-time wellbeing messaging.
• White Label Platform White-label deployment of the imabi platform under the customer's own brand, domain, colours and content, with bespoke features, sector-specific workflows, real-time communication and alerts, reporting tools and independent administration.
• Customer Portal Real-time content management dashboard for organisations to configure settings, upload branding, manage noticeboard posts, reports and guides, send targeted messages and surveys, export Power BI reports and manage admin users and roles.
• imabi Connect (Councils) Tailored solution for local authorities to meet community safety duties, tackle VAWG and ASB, and engage residents in real time, including local guides, dynamic mapping, geo-linked content and integration with Travel Guardian.
• imabi for BIDs Community engagement platform for Business Improvement Districts to communicate with members, residents and visitors, map local services and connect people with trusted support.
• imabi for Hospitality Staff safety and worker-protection compliance solution for hospitality venues addressing late finishes, lone working, customer-related incidents and compliance with Worker Protection Act, Martyn's Law and Failure to Prevent Fraud.
• imabi for Venues & Events Proactive prevention-led platform for stadiums, arenas, festivals and event organisers supporting real-time alerts, crowd communication, anonymous reporting and compliance with Martyn's Law and safeguarding obligations.
• imabi for Anti-Social Behaviour Solution for tackling anti-social behaviour through accessible public reporting, location-based insight and data analytics to help authorities prevent ASB, target hotspots and strengthen community confidence.
• imabi for VAWG Violence Against Women and Girls prevention platform providing practical safety tools, discreet reporting, journey sharing and support for organisations to deliver VAWG strategies across public spaces, transport and workplaces.

Quantifiable outcome

• 51% increase in incident reporting on the train network over two years attributable to the Railway Guardian app (precursor to Travel Guardian)
• +3 more outcomes

Named customers9 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature10 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Crimestoppers UKcoreTechnology or IntegrationCrimestoppers is an independent UK charity allowing people to report crime anonymously 24/7, 365 days a year. imabi has partnered with Crimestoppers to integrate fast access to its anonymous crime reporting service within the imabi platform. imabi also features Crimestoppers branding and links. Partnership was renewed in 2025.
• West End Security Group (WESG)coreStrategic or Co-development PartnerWESG is a member-led organisation ensuring Westminster businesses are prepared for terrorist incidents or major disruptive events. imabi teamed up with WESG to support resilience across London's West End, strengthening how businesses, teams, and communities prepare for, respond to, and recover from incidents. Users gain access to guidance on extreme weather, civil unrest, major incidents, and cyber-attacks.
• Hestia / UK Says No MorecoreStrategic or Co-development PartnerHestia is one of the largest providers of domestic abuse refuges in London and the Southeast, and home of the UK SAYS NO MORE campaign — a national movement against domestic abuse and sexual violence. imabi's partnership with Hestia supports Safe Spaces access, domestic abuse awareness, and wider safeguarding and wellbeing support for individuals in need.
• Safe PlacescoreTechnology or IntegrationSafe Places is a nationally recognised community initiative offering help and support to anyone who feels vulnerable, anxious, or at risk in public. The scheme partners with local businesses, venues, and community buildings designated as 'safe places'. imabi integrates Safe Places locations into its Near Me map layer, showing users nearby safe spaces in the Travel Guardian app.
• Ask for AngelacoreStrategic or Co-development PartnerAsk for Angela is a nationally recognised safeguarding initiative helping people access discreet support when feeling vulnerable in public spaces. Asking for 'Angela' acts as a shorthand phrase to request help. The scheme operates across hospitality venues, taxis, shopping centres, schools, and student accommodation, and has expanded internationally. imabi is the highlight sponsor and provides the digital platform supporting the scheme's growth.
• CyberSafe CoachminorStrategic or Co-development PartnerCyberSafe Coach is an online safety and cybersecurity awareness platform using scenario-based, gamified training for individuals, families, schools, SMEs, charities, and local authorities. The partnership with imabi brings together community safety and behaviour-led cybersecurity awareness, with content integrated within the imabi platform.
• Torbay CouncilcoreStrategic or Co-development PartnerTorbay Council (covering Brixham, Paignton, and Torquay) partnered with imabi to strengthen community safety across the bay, supporting residents, visitors, and frontline teams with access to timely safety information, local support services, and real-time alerts. imabi powers the Torbay area on Travel Guardian. A case study documents the partnership.
• Employers' Initiative on Domestic Abuse (EIDA)minorStrategic or Co-development PartnerEIDA is a free-to-join membership organisation supporting employers to take effective action on domestic abuse. With over 2,000 employer members employing more than 25% of the UK workforce, EIDA's partnership with imabi supports workplace awareness, domestic abuse prevention, and access to guidance for safer working environments.
• International Professional Security Association (IPSA)minorGTM or Marketing PartnerIPSA is the largest and oldest membership organisation in the UK working with frontline security officers, established in 1958 as the first security trade association. imabi partners with IPSA to support professional security standards, public protection, and safer environments through partnership, awareness, and best practice sharing.
• Fighting Knife Crime London (FKCL)minorStrategic or Co-development PartnerFighting Knife Crime London empowers young Londoners to address the causes and effects of knife crime and all forms of violence. It provides reliable information, resources, signposting, and pathway provision for young people. imabi's partnership supports public safety platform delivery and youth-facing content.
• 12th ManminorGTM or Marketing Partner12th Man is a positive mental health campaign helping men talk more openly about mental health. It provides training for businesses and interest groups to promote daily mental health conversation and early intervention. imabi's partnership integrates mental health awareness content and campaigns.
• Truth FitnessminorGTM or Marketing PartnerTruth Fitness is an online executive health company founded in London in 2016, helping male CEOs and entrepreneurs aged 45+ become calm, strong, energised, and in control. The partnership supports community wellbeing and safer local environments through fitness, education, and support initiatives.
• Transport FocuscoreStrategic or Co-development PartnerTransport Focus is the independent passenger watchdog for UK transport. CEO Anthony Smith publicly endorsed imabi's approach, stating that technology can play a vital role in making rail safer for passengers. The endorsement supports imabi's credibility in the transport safety space.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AlertMedia: Critical event management and mass communication platform for enterprises with threat intelligence, mass notification, and employee safety features. Comparable to imabi's organisational alerting and duty-of-care compliance positioning across multi-national workforces.
• NAVEX Global: Global provider of ethics and compliance software including whistleblower hotlines, case management, and policy management. Comparable to imabi Pro's confidential employee reporting, policy visibility, and Failure to Prevent Fraud / speak-up culture positioning.
• Rave Mobile Safety: Mass notification and critical communication platform used by enterprises, universities, and government for emergency alerting and safety coordination. Overlaps with imabi's real-time alerting, geo-targeted messaging, and Customer Portal communication capabilities at broader enterprise scale.

Direct peers

• bSafe: Personal safety mobile app with live journey sharing, SOS alerts, and location tracking shared with trusted contacts. Closely mirrors Travel Guardian's core consumer safety feature set including geolocation-based check-ins and emergency alerting.
• SoloProtect: UK-based lone worker safety solution with dedicated devices and apps for monitoring employee safety in real time. Comparable to imabi Pro's workplace safeguarding features for hospitality, venues, and frontline workers in the UK market.
• StaySafe: UK-based lone worker safety app offering journey monitoring, SOS alerts, and check-in features for employers. Highly comparable to imabi's Travel Guardian / imabi Pro journey sharing and personal safety functionality, particularly within UK enterprise and public sector contexts.
• Citizen: US-based personal safety app providing real-time crime and safety alerts with location-based notifications. Comparable to Travel Guardian's Near Me map layers, real-time alerts, and incident awareness functionality for everyday consumers.
• Vault Platform: Workplace misconduct and speak-up reporting platform enabling confidential employee reporting, case management, and compliance analytics. Directly comparable to imabi Pro's Worker Protection Act compliance, confidential reporting, and workplace culture use cases.
• Smoothwall: UK-based safeguarding software for schools, colleges, and universities providing monitoring, filtering, and student safety tools. Most directly comparable peer for imabi Inspire in the UK education safeguarding vertical, including OfS Condition E6 alignment.

Emerging players

• CultureAI: UK-based human risk and security behaviour platform measuring and mitigating workforce security risks. Overlaps with imabi Pro on workplace safety culture, behavioural reporting, and compliance analytics within UK enterprise buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/imabi
• Xx.com/imabigroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 IMABI LTD