PASSION LABS LTD
Passion Labs is a London-based applied AI lab founded in 2024 that builds custom ML models, agentic AI systems and proprietary Passion OS / Passion LM platforms for mid-market and enterprise clients across media, real estate, agriculture and engineering.
- Company typePrivate
- Founded2024
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What PASSION LABS LTD does
Passion Labs Ltd is an applied AI and machine learning laboratory founded in 2024 and headquartered at Venture X, 1 Ariel Way, London. It sells three professional-services offerings — AI Advisory (strategy and audit), Agentic AI Systems (custom autonomous agents with memory management and multi-agent orchestration) and Custom ML Models (bespoke computer vision, NLP, recommendation and predictive models) — alongside two named proprietary platforms: Passion OS, an AI orchestration platform for deploying agentic systems, and Passion LM, a custom language model integration and fine-tuning platform. Its customers are predominantly mid-market and enterprise organisations across media and entertainment (BBC Studios, Wildfire, Round, The Other Songs, an independent record label that used its A&R assistant to discover 15 artists in three months), publishing (William Reed), real estate and PropTech (Skyrise, Panterra), consulting (The Gap Partnership, Tytl), and agriculture (a UK government-funded farmers' project), with additional bespoke work in structural engineering. The company operates a quote-based, consultative sales motion supplemented by Academy thought leadership, a newsletter and earned media, and runs a distributed delivery model with a commercial team in London and PhD-level technical staff in Spain and Greece; it is profitable from day one on undisclosed seed funding from a small investor group.
PASSION LABS LTD firmographics
Firmographics- Name
- PASSION LABS LTD
- Legal name
- Passion Labs Ltd
- Website
- https://passionlabs.ai
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Passion Labs is a London-based applied AI lab founded in 2024 that builds custom ML models, agentic AI systems and proprietary Passion OS / Passion LM platforms for mid-market and enterprise clients across media, real estate, agriculture and engineering.
- Ownership category
- akta.pro rank
PASSION LABS LTD industry classification
Industry- Product category
- AI Development Platforms
- NAICS
- Computer Systems Design and Related Services (54151), Scientific Research and Development Services (5417), Software Publishers (513210), Other Scientific and Technical Consulting Services (54169)
- SIC
- Services-Computer Programming Services (7371), Services-Management Consulting Services (8742), Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- AI/ML Engineering & Model Development Services (BPAEAHAF)
Keywords
Where PASSION LABS LTD is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
PASSION LABS LTD business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- AI Advisory Services: Strategic consulting to help organizations develop AI strategies, conduct AI audits, and identify where AI can add genuine value to their operations
- Agentic AI Systems: Custom development of AI agent systems that can observe, decide, and act toward specific goals for business automation
- Custom ML Models: Tailored machine learning solutions built for specific business problems and data requirements
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
PASSION LABS LTD product offering
Product offeringCore offering
Passion Labs Ltd is an AI research and development laboratory that builds and sells proprietary AI software products including Passion OS (AI development platform), Passion LM (large language model), and agentic AI systems, alongside custom machine learning model development and AI advisory services. The company serves enterprise clients across media, real estate/proptech, agriculture, and structural engineering, delivering applied AI solutions tailored to industry-specific use cases.
Product overview
PASSION LABS LTD is an AI research and development laboratory offering a portfolio of products and services. Their core products include Passion OS (AI orchestration platform) and Passion LM (language model platform), complemented by service offerings: AI Advisory (strategic consulting), Agentic AI Systems (autonomous agent development), and Custom ML Models (bespoke model development). The company follows a structured delivery methodology: Discovery, Design, Development, and Deployment. Their Academy platform provides ongoing thought leadership and research publications. The offering is structured as a platform-plus-services model where Passion OS and Passion LM serve as foundational products, with professional services helping clients implement and customize these technologies for specific business needs.
Differentiator
Problem solved
Functional benefit
Brands
- Passion OS: AI operating system solution.
- Passion LM
Products and services
- Passion OS Proprietary AI development platform that enables enterprises to build, deploy, and manage AI applications. It is targeted at companies in media, real estate, agriculture, and structural engineering that require a customisable AI infrastructure beyond off-the-shelf models.
- Passion LM Proprietary large language model developed by Passion Labs Ltd for enterprise AI applications. It is offered as a foundation model alternative to third-party LLMs for clients needing greater control, customisation, or domain specialisation.
- AI Advisory Consulting and advisory service that helps enterprises identify, evaluate, and prioritise AI use cases. Targeted at organisations beginning their AI journey across media, real estate, agriculture, and structural engineering sectors.
- Agentic AI Systems Autonomous AI agent systems designed and deployed for enterprise clients to execute multi-step tasks. Built for organisations seeking to automate complex workflows beyond simple prompt-based interactions with foundation models.
- Custom ML Models Bespoke machine learning model development service for enterprises needing AI tailored to specific domain problems. Aimed at clients in media, real estate, agriculture, and structural engineering who require custom models rather than general-purpose solutions.
Quantifiable outcome
- Discovered 15 new artists within 3 months for an independent record label using AI-powered A&R assistant
- +1 more outcomes
Companies that use PASSION LABS LTD
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
PASSION LABS LTD technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability13 records
Feature6 records
PASSION LABS LTD partnerships and signals
Strategic signalScale indicators5 records
Recent moves2 records
Expansion highlights5 records
PASSION LABS LTD competitors and assessment
Company assessmentDirect peers
- Quantiphi: AI-first digital engineering company delivering custom ML models, agentic AI, and AI advisory to enterprises globally. Comparable service portfolio but at significantly larger scale.
- Kortical: UK-based AI consultancy and ML platform helping enterprises deploy production ML and generative AI. Directly comparable bespoke AI services + platform positioning.
- Addepto: AI and ML consultancy offering custom ML model development, AI strategy, and AI-driven automation for enterprises. Closely matches Passion Labs' bespoke AI services + advisory offering.
- Datatonic: London-based AI and data consultancy delivering ML engineering, MLOps, and generative AI solutions to enterprises. Highly comparable scale, geography, and bespoke AI services model.
- causaLens: London-based AI startup building enterprise decision-making AI, combining custom ML services with a productised platform. Comparable UK enterprise AI advisory + product hybrid model.
- Faculty AI: UK-based applied AI consultancy providing AI strategy, custom ML models, and AI deployment for enterprises. Closest direct peer to Passion Labs in geography, target customer (UK enterprise), and service mix (AI advisory + bespoke ML).
- Pyrsos AI Research: ML consultancy previously run by Passion Labs CEO Tom Lorimer. Direct predecessor in custom ML model development for enterprise clients — useful for lineage and capability comparison.
Emerging players
- LeewayHertz: AI development agency offering custom ML models, generative AI, and AI agent development. Comparable in service mix and vertical breadth; serves as a useful scale and pricing benchmark.
Broad incumbents
- H2O.ai: Enterprise AI platform offering ML and generative AI tools with professional services. Broader incumbent analog with a productised ML platform + services model that overlaps with Passion OS positioning.
- Accenture AI: Global systems integrator's applied AI practice offering AI strategy, generative AI, and ML at scale. Represents the enterprise incumbent alternative that Passion Labs competes against on larger AI transformation deals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
PASSION LABS LTD social profiles
Digital presencePASSION LABS LTD compliance and trust
Trust signalCompliance2 records
PASSION LABS LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
PASSION LABS LTD leadership team
Management profileNumber of profiles
Profiles3 records
PASSION LABS LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PASSION LABS LTD 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 PASSION LABS LTD
What does PASSION LABS LTD do?
Passion Labs Ltd is an AI research and development laboratory that builds and sells proprietary AI software products including Passion OS (AI development platform), Passion LM (large language model), and agentic AI systems, alongside custom machine learning model development and AI advisory services. The company serves enterprise clients across media, real estate/proptech, agriculture, and structural engineering, delivering applied AI solutions tailored to industry-specific use cases.
Is PASSION LABS LTD a public or private company?
PASSION LABS LTD is a private company. It is classified as venture growth investor backed and is currently operating.
When was PASSION LABS LTD founded?
PASSION LABS LTD was founded in 2024. It employs 1 to 10 people.
Where is PASSION LABS LTD based?
PASSION LABS LTD is headquartered in London, United Kingdom, in the Europe region.
How does PASSION LABS LTD make money?
Three revenue lines are on record. AI Advisory Services are the primary driver. The others are agentic AI Systems and custom ML Models.
Who are PASSION LABS LTD's main competitors?
Direct peers on record are Quantiphi, Kortical, Addepto, Datatonic, causaLens, Faculty AI and Pyrsos AI Research. LeewayHertz is listed as an emerging player. Broad incumbents are H2O.ai and Accenture AI.
Does PASSION LABS LTD have an API?
No public API is recorded for PASSION LABS LTD.
What industry is PASSION LABS LTD in?
PASSION LABS LTD's product category is AI Development Platforms. Its primary akta.pro industry code is BPAEAHAF, AI/ML Engineering & Model Development Services. Its NAICS code is 54151 and its SIC code is 7371.