B2B Companies Using Amazon ELB in the UK: 354 Active Firms (2026)
B2B companies using load balancing sell products or services to other organisations through web platforms in the UK.
For business-to-business suppliers, cloud load balancing usually sits behind customer-facing web platforms rather than inside back-office software. It supports customer portals, API traffic, lead-generation sites and secure content delivery where outages or slow response times affect sales, onboarding or support. Adoption tends to signal a managed cloud estate, an internal or retained infrastructure capability, and contracts that involve security review, service availability expectations and procurement scrutiny. These users are more often selling to mid-market or enterprise buyers than to consumers, with the web estate acting as both a commercial channel and an operational surface.
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The UK adoption view covers 354 actively trading business-to-business companies running this load-balancing stack. Reported headcount across the cohort totals 3,087, giving the group a visible employment footprint despite many adopters remaining relatively small. Within detected load-balancer use in this sector, the stack sits second at 42.8%, compared with 57.7% for another front-door option. Registered-office distribution is tilted towards London at 33.1%, followed by the South East at 13.6% and Yorkshire and The Humber at 9.3%.
Regulation attaches to the activity behind the platform, not to load balancing itself. A supplier selling financial, telecoms, data-processing or professional services will inherit the relevant obligations for that activity, while all business-contact handling still needs UK GDPR treatment. The ICO says PECR covers direct marketing by live or automated calls, electronic mail and fax; its electronic-mail rule does not apply to “corporate subscribers”, but senders must identify themselves and provide a valid opt-out address. Live business marketing calls require screening against CTPS and TPS, and objectors must not be called. Procurement also tends to cover cloud contracts, resilience and data-location review.
Adoption appears likely to follow wider cloud-estate consolidation rather than a separate load-balancing buying cycle. Companies with customer portals and API-led services tend to keep traffic management close to security, uptime and observability decisions, which favours buyers that already have infrastructure oversight rather than purely marketing-owned websites. Bundled cloud networking may make standalone choices less visible to commercial teams, while compliance and customer assurance keep the underlying controls under review. For mid-market suppliers, the direction of travel is less about experimentation and more about operationalising existing cloud estates.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Amazon ELB rises with company size across the trading UK B2B companies in this cohort. 0.3% of the 76,784 companies with under 10 employees run Amazon ELB (245 detected). 0.3% of the 31,788 companies with 10–50 employees run Amazon ELB (96 detected). 0.5% of the 3,773 companies with over 50 employees run Amazon ELB (18 detected). That is a 0.2% gap between the over 50 employees and under 10 employees bands.
354
Active firms
2026
42.8%
Of detected Load balancers share
UK B2B
5
Median headcount
Filed accounts
852
Verified directors
Across this cohort
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Key facts
About 11% of the trading cohort reports turnover above £5M (41 of 354 firms) — the rest sits below that revenue band.
7% of the cohort was incorporated since 2022 (25 firms), so a sizeable share is in its first few filing cycles.
Among B2B firms with a detectable load-balancer, this managed service appears in 42.8% (354), behind a competing cloud load-balancer at 57.7% (478), across 828 companies.
London accounts for 33.1% (117) of B2B firms running this managed load-balancer, ahead of the South East at 13.6% (48) and Yorkshire and The Humber at 9.3% (33).
Co-occurrence sits around cloud and web operations: 65.0% (230) also show tag-management software, 47.2% (167) show CDN or security software and 39.3% (139) show web-analytics software.
SaaS is the largest overlapping sector tag at 28.2% (100), followed by Wholesale & Distribution at 10.5% (37), while AI & Machine Learning and Advanced Manufacturing each account for 8.5% (30).
B2B marketing is activity-regulated rather than licensed as a single sector; the ICO says corporate-body emails or texts do not need PECR consent, but senders must identify themselves and provide a valid opt-out address.
Load balancers market share among UK B2B
What else do Amazon ELB-running B2B run?
Share of the 354 Amazon ELB-running UK companies where each technology was also detected. As of June 2026.
Where Amazon ELB B2B are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
5
Median headcount
£689.5K
Median UK turnover
11.6%
Above £5M turnover
25
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 860 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2B using Amazon ELB
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 2 filingsProvides cloud-based working capital management software that helps businesses manage payables, receivables and inventory. Offers supply chain finance, dynamic discounting, virtual card payments and…
Serves large enterprises and their treasury, procurement and finance teams, plus their supplier networks, with a focus on industries including energy, retail, consumer goods, and aerospace and…
Financial Health
StrongStrong · Growing, Hiring · 13% CAGR over 1y
Location
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Computed from 5 filingsProvides cloud-based talent acquisition software used by organisations to manage recruitment processes, including job posting, applicant tracking, candidate screening, interview scheduling, offer…
Serves mid-size and enterprise employers, targeting HR, talent acquisition, hiring, IT and finance teams with corporate, high-volume and professional hiring needs across sectors including healthcare,…
Financial Health
StrongStrong · Hiring · 43% CAGR over 4y
Location
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Computed from 5 filingsProvides a secure cloud-based collaboration platform that enables organisations to create online workspaces for teams and external stakeholders. Features include document management, task management,…
Serves public sector organisations, enterprises and not-for-profits needing to involve internal teams, external stakeholders, partners, clients and suppliers in cross-organisation projects.
Financial Health
HealthyHealthy · -7% CAGR over 4y
Location
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Computed from 4 filingsDevelops and delivers cloud-based enterprise resource planning (ERP) software via a SaaS platform. Provides integrated applications for finance, HR, asset management, budgeting, analytics, and…
Serves public-sector and enterprise organisations, including councils, universities, government agencies, health and community providers, asset-intensive operators, and financial/corporate…
Financial Health
StrongStrong · Growing, Hiring · 6% CAGR over 3y
Location
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Computed from 5 filingsDevelops cloud-based digital asset management and brand content software. Platform centralises media assets, provides brand portals, templated content creation, approval workflows, analytics and…
Serves B2B enterprise marketing, brand, HR and agency teams at large, multi-market brands, including automotive, energy, pharma, banking and retail organisations.
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 5y
Location
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Computed from 5 filingsDevelops cloud-based HR and health and safety management software for businesses. Platform includes modules for absence tracking, recruitment and onboarding, document management, risk assessments,…
Serves businesses and organisations with employees, targeting HR, operations and health & safety teams managing workforce, compliance, safety and contractor responsibilities.
Financial Health
StrongStrong · Growing, Hiring · 32% CAGR over 4y
Location
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Computed from 2 filingsDevelops online assessment software used by educational institutions and awarding bodies to create, deliver and grade digital exams. Provides secure exam browsers, remote proctoring, and originality…
Serves educational institutions and assessment bodies, including universities, higher education providers, K-12 schools and awarding organisations, with buyers such as assessment, exams and academic…
Financial Health
HealthyHealthy · Profitable · 8% CAGR over 1y
Location
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Computed from 2 filingsProvides industry research and market intelligence, including reports, data, forecasts and benchmarking across thousands of sectors. Offers an online platform, APIs and integrations delivering…
Serves B2B and public-sector teams needing industry intelligence, including banks, accounting and consulting firms, law firms, private equity, procurement, sales and marketing teams, academics and…
Financial Health
StableStable · 4% CAGR over 1y
Location
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Computed from 5 filingsDevelops customer relationship management software for B2B enterprises. Provides a digital platform for conducting business reviews, collecting client feedback, tracking NPS and CSAT scores,…
Sells to B2B enterprises with key-account and customer success teams, particularly in facilities management, contract catering, BPO, logistics and manufacturing, that manage customer reviews and…
Financial Health
StrongStrong · Growing, Hiring · 55% CAGR over 4y
Location
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Computed from 5 filingsProvides a cloud-based collaboration platform that enables organisations to create secure online workspaces for teams and external partners, with tools for document management, task tracking,…
Serves B2B and public sector organisations, including enterprises, not-for-profits and government bodies. Targets teams managing cross-organisation projects, stakeholder collaboration, client portals…
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
Location
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Computed from 4 filingsDevelops and provides a digital experience platform used to build and manage websites and online services. Offers content management, AI-powered search and chatbots, web components, form builders,…
Sells to enterprise organisations, especially government bodies, higher education institutions, professional services firms and utilities, targeting digital, content and customer experience teams.
Financial Health
StrongStrong · Hiring · 9% CAGR over 3y
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Computed from 5 filingsProvides online professional learning platforms delivering expert‑led video courses on finance, sustainability, AI and data. Offers subscription and white‑label training platforms used by…
Serves enterprise and large business clients seeking workforce learning in AI, data, finance and sustainability, including teams responsible for employee, customer, supplier or public stakeholder…
Financial Health
StrongStrong · Growing, Hiring · 32% CAGR over 4y
Location
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Computed from 3 filingsProvides cloud-based financial reporting and cash flow forecasting software for accountants and businesses. The platform generates management reports, dashboards, consolidated group reports, and…
Serves accounting firms and advisors, business owners and CFOs, franchise groups and enterprises, with industry focus on professional services, not-for-profits, real estate, e-commerce and…
Financial Health
StrongStrong · Hiring · 26% CAGR over 2y
Location
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Computed from 2 filingsDevelops data integration and streaming software that captures, processes and delivers real-time data between databases, applications and cloud platforms. Provides tools for building data pipelines,…
Serves B2B data, analytics and IT teams at enterprises in financial services, retail/CPG, healthcare, travel/logistics, aviation, manufacturing, energy, telecoms, technology and media.
Financial Health
StrongStrong · Hiring · 71% CAGR over 1y
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Computed from 5 filingsDevelops AI-powered risk intelligence software that collects and analyses multilingual digital data to identify threats, resolve identities, and assess vendor and supply‑chain risk. Provides tools…
Serves public-sector defence and law enforcement agencies, plus global enterprises and FinTech firms with analyst, security, compliance, supply chain risk, and investigations teams handling identity,…
Financial Health
StrongStrong · Hiring · 26% CAGR over 4y
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Computed from 3 filingsProvides market intelligence and datasets on shareholder activism, investor voting, corporate governance and ESG. Produces reports, analytics and data feeds used by investment banks, asset managers,…
Serves investment banks, law firms, public company issuers, asset managers, hedge funds, proxy solicitors and asset owners involved in shareholder activism, proxy voting, governance and ESG decisions…
Financial Health
StrongStrong · Hiring · 15% CAGR over 2y
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Computed from 4 filingsProvides a SaaS audience measurement platform for advertisers, agencies and publishers to analyse advertising campaign performance across channels including web, social media, online video, connected…
Serves advertisers, media agencies and publishers that run or sell multichannel ad campaigns across web, social, video, CTV and TV, especially teams needing independent audience measurement and…
Financial Health
StrongStrong · Hiring · 36% CAGR over 3y
Location
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Computed from 5 filingsProvides software tools for client due diligence and financial data analysis, including ID verification, source‑of‑funds checks, bank statement scanning, open banking data collection, and…
Serves B2B professional services firms, including law, accountancy, insolvency and compliance teams, that need client financial checks, AML evidence, source-of-funds reviews and affordability…
Financial Health
HealthyHealthy · Hiring · 36% CAGR over 4y
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Computed from 5 filingsProvides card payment processing solutions for businesses, including merchant accounts, payment gateways, POS and standalone terminals, IVR phone payments, and APIs for accepting in‑store, online,…
Serves merchants and public sector organisations across e-commerce, retail, government, education, utilities, charities, parking, airlines, healthcare, gaming, sport and hospitality, including…
Financial Health
StrongStrong · Growing · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides managed live chat services and customer engagement tools for websites, including 24/7 agent‑operated chat, SMS and WhatsApp messaging campaigns, and outbound call follow‑ups to capture…
Serves automotive retailers, dealerships and other businesses that rely on website enquiries, targeting sales, marketing and customer-service teams managing online visitors, messaging campaigns and…
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
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Computed from 3 filingsDevelops cloud-based job management software for trades businesses, enabling quoting, job scheduling, team task assignment, job tracking, invoicing, payment processing and reporting, with mobile…
Sells to UK trades businesses and field service operators, including electricians, plumbers, builders, HVAC firms, roofers, cleaners, pest control companies and locksmiths managing jobs, teams and…
Financial Health
StableStable · Hiring · 18% CAGR over 2y
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Computed from 5 filingsOperates an online platform that connects businesses with multiple lenders to obtain financing. Enables users to submit a single funding request, compare loan and finance offers, and access products…
Serves UK businesses seeking finance, mainly SMEs comparing funding options, and also works with brokers, lenders and platform partners involved in business lending.
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StrongStrong · Growing, Hiring · 8% CAGR over 4y
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Computed from 5 filingsProvides market intelligence, sales tracking and business analytics for the technology industry. Collects and analyses channel data on product units, pricing and revenues, delivering reports,…
Serves B2B organisations in the global technology industry, including vendors, distributors, resellers and retailers across sectors such as computing, cloud, networking, printing, security and smart…
Financial Health
HealthyHealthy · -68% CAGR over 4y
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Computed from 5 filingsOperates an online platform for comparing and selecting B2B software. Provides tools to define requirements, analyse software products using data and algorithms, generate shortlists, and connect…
Serves B2B software buyers across micro, small, medium and enterprise organisations, including public sector bodies, universities and commercial teams seeking categories such as CMMS, ERP, asset,…
Financial Health
HealthyHealthy · Hiring · 24% CAGR over 4y
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Computed from 5 filingsProvides vehicle telematics and fleet management solutions, including Geotab telematics devices, MyGeotab data software, dash camera systems, and analytics tools. Also supports fleet electrification…
Serves businesses and fleet managers across the UK and Europe operating vehicle fleets of any size or type, including truck, electric vehicle and mixed fleets.
Financial Health
StrongStrong · Growing, Hiring · 33% CAGR over 3y
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Computed from 5 filingsProvides carbon accounting software, emissions analysis, and sustainability consulting to help organisations measure product and corporate carbon footprints, set reduction targets, develop…
Serves B2B customers, from consumer brands and retailers to manufacturers, logistics, insurers and telecoms, targeting sustainability, compliance and leadership teams responsible for net zero and…
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StrongStrong · Growing, Hiring · 20% CAGR over 4y
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Computed from 5 filingsDevelops legal software providing digital document templates and forms for law firms, including tools for completing, managing and electronically submitting legal forms such as SDLT filings, with…
Serves legal professionals and law firms needing digital legal document templates, forms and e-submission tools, particularly firms handling property and legal administration work and interacting…
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StrongStrong · Hiring · 26% CAGR over 4y
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Computed from 3 filingsProvides cloud-based digital network and software for life sciences and healthcare supply chains, enabling companies to coordinate with partners, manage manufacturing and distribution, and support…
Serves B2B life sciences and healthcare supply chain organizations, including life sciences companies, direct material suppliers, contract manufacturers, 3PLs, wholesale distributors, healthcare…
Financial Health
StrongStrong · Profitable, Hiring · 16% CAGR over 2y
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Computed from 4 filingsProvides a software platform that generates white‑label SEO and website audits for sales teams, agencies and resellers. Tools analyse local search performance, competitors, technical SEO and online…
Serves B2B providers selling local digital marketing to SMBs, including agencies, media groups, local directories, web hosts, domain registrars, telecoms and vertical SaaS firms, especially sales…
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StrongStrong · Growing, Hiring · 65% CAGR over 3y
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Computed from 5 filingsProvides software and consultancy for local authorities managing private rented sector property licensing schemes, including licence application processing, case management for housing complaints and…
Serves UK local authorities and councils, particularly private housing regulation, property licensing, public protection, enforcement, and inspection teams managing landlord licensing schemes and…
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StrongStrong · Growing, Hiring · 7% CAGR over 4y
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Computed from 5 filingsProvides technology consulting and implementation services including cloud migration, analytics and machine learning, cybersecurity, connectivity, and managed IT services. Develops digital platforms…
Serves B2B customers, especially forward-looking and complex organisations seeking cloud, cybersecurity, IoT, connectivity, analytics and managed technology support.
Financial Health
HealthyHealthy
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Computed from 5 filingsProvides data analytics technology and datasets that transform unstructured content such as news, filings and transcripts into structured financial data and sentiment indicators, used by investment…
Serves data-driven financial institutions, including hedge funds, banks, asset managers and quantitative investment teams, as well as risk, compliance, ESG and supply-chain analysts.
Financial Health
StrongStrong
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Computed from 3 filingsDevelops cloud software that automates bookkeeping for accounting firms and businesses. The platform collects financial data from banks and systems, extracts and categorises transactions, reconciles…
Targets accounting practices and small businesses, including firm owners managing multiple clients and business owners seeking more consistent financial administration.
Financial Health
StrongStrong · Growing, Hiring · 259% CAGR over 2y
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Computed from 2 filingsDevelops coworking space management software that handles member management, desk and room bookings, billing and invoicing, access control, event management, and reporting. The platform includes…
Serves B2B coworking space operators, flexible workspace providers and smart office teams, including multi-location networks, across 90+ countries.
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HealthyHealthy
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Computed from 5 filingsDevelops software that captures 360° visual data from construction sites and uses AI to track project progress, compare work against plans, and forecast outcomes. Platform converts site scans into…
Serves B2B customers in the construction sector, including contractors, developers and project teams led by construction directors, operations managers and project managers overseeing active building…
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StrongStrong · Growing, Hiring · 46% CAGR over 4y
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Computed from 5 filingsProvides web-based shipping management software that integrates retailers with postal and parcel carriers. Platform supports parcel booking, label generation, tracking and electronic pre‑advice,…
Targets B2B customers: retailers with parcel despatch operations and postal or parcel carriers serving those retailers, including ecommerce businesses using web-based shipping and label-printing…
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StrongStrong
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Computed from 5 filingsDevelops software and cloud services for radio broadcasters, including playout automation, music scheduling, audio streaming, website content management systems, mobile apps, Alexa skills, and studio…
Serves radio broadcasters and station teams of all sizes, including managers, programmers, presenters and digital teams running live, online and mobile radio services.
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StrongStrong · Growing, Hiring · 39% CAGR over 4y
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Computed from 4 filingsProvides DNA and RNA sequencing and synthesis services for research and clinical applications, including next‑generation sequencing, Sanger sequencing, gene and oligonucleotide synthesis, plasmid DNA…
Serves B2B life sciences researchers and organisations in biotech, pharma, academic, clinical and preclinical research, including genomics, cell and gene therapy, cancer, infectious disease,…
Financial Health
HealthyHealthy · -66% CAGR over 4y
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Computed from 5 filingsProvides software and consultancy for measuring, managing and reporting social value and ESG data. Platform captures, calculates and evidences social impact for procurement, bids and sustainability…
Serves B2B organisations and public-sector buyers involved in procurement, bidding, ESG and social value reporting, including construction, housing, digital, environmental services, facilities…
Financial Health
StableStable · Hiring · 11% CAGR over 4y
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Computed from 3 filingsProvides IT consulting and managed services including cloud and infrastructure management, cybersecurity, and data and AI solutions. Designs and operates hybrid cloud, mainframe, and digital…
Serves large enterprises and public-sector organisations with complex, mission-critical IT environments, including multinational customers across global markets.
Financial Health
StrongStrong · Hiring · 29% CAGR over 2y
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Computed from 5 filingsProvides an online and mobile trading platform for the almond industry, enabling members to conduct forward commodity trades, view real‑time prices, manage counterparties, and coordinate post‑trade…
Serves B2B participants in the almond commodity supply chain, including processors, manufacturers, snack companies, handlers and rebaggers.
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StrongStrong · Growing, Hiring · 19% CAGR over 4y
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Computed from 5 filingsDevelops and implements AI, data intelligence and automation solutions for banks, financial institutions and legal organisations. Provides advisory, engineering and software platforms that integrate…
Sells to large enterprises in regulated sectors, primarily banks, financial institutions, insurers and legal organisations. Targets buyers responsible for operations, risk, compliance and workflow…
Financial Health
StrongStrong · Hiring · 32% CAGR over 4y
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Computed from 4 filingsProvides financial market research, data and analytics based on surveys of buy‑side and sell‑side institutions, investor relations teams and executives. Publishes rankings and insights on research…
Serves B2B financial markets clients, including buy-side asset managers, sell-side research, sales and trading teams, brokers, corporate access teams, C-suite executives and investor relations teams.
Financial Health
HealthyHealthy · Profitable, Hiring · 5% CAGR over 3y
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Computed from 5 filingsProvides fleet telematics and vehicle asset tracking systems, including cloud‑based software, GPS hardware supply and installation, and data integration for vehicle monitoring. Services include…
Serves B2B and public sector fleet operators, including councils, utility companies, winter maintenance teams, and organisations managing service vehicles, gritters, refuse vehicles, sweepers, and…
Financial Health
StrongStrong · Growing, Hiring · 3% CAGR over 4y
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Computed from 5 filingsDevelops regulatory compliance software for food, dietary supplement and cosmetics brands. Platform checks product formulations and ingredients against market regulations, assesses market entry…
Serves consumer product brands and technical/regulatory teams in the food, food supplement and cosmetics sectors, especially those launching products into Amazon and EU country marketplaces.
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StrongStrong
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Computed from 5 filingsDevelops Arcadia software for electrical wire harness design and manufacturing. Products include tools for schematic creation, harness layout, manufacturing planning, and quoting, with integrations,…
Serves B2B electrical harness designers, wire harness manufacturers, and engineering teams responsible for outsourced or end-to-end wire harness development workflows.
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StrongStrong · Hiring · 18% CAGR over 4y
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Computed from 5 filingsProvides a digital customer platform that organisations integrate into their offerings, giving users access to business support resources, compliance guidance, and practical tools. Also delivers…
Sells B2B to UK enterprises and consumer-facing brands seeking to strengthen customer relationships, retention and acquisition for end users including businesses, individuals and families.
Financial Health
HealthyHealthy · 0% CAGR over 4y
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Computed from 3 filingsProvides payment processing technology and integrated point‑of‑sale solutions, including payment terminals, mobile and unattended devices, e‑commerce payment systems, and POS software for hospitality…
Serves B2B merchants, hospitality and restaurant operators, ISOs, ISVs, agents and payment facilitators seeking payment and POS solutions across Canada, the US and the UK.
Financial Health
StrongStrong · Growing · 4% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online media and data platform covering the global seafood industry. Publishes news, price tracking, market data, analysis, reports, and event coverage, and provides industry datasets,…
Serves B2B seafood industry professionals, including producers, processors, traders, importers, exporters, retailers, foodservice buyers, investors and advisors seeking seafood market news, pricing…
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 3 filingsProvides brand lift measurement and advertising effectiveness research for brands and agencies. Uses cross‑media exposure tracking, consumer panels and surveys to analyse campaign performance,…
Serves brand advertisers, media agencies and media/platform partners running online and offline campaigns, including large consumer brands and their agency teams.
Financial Health
HealthyHealthy · Hiring · 23% CAGR over 2y
Location
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How Amazon ELB usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2B companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2B companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Amazon ELB is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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