B2B Companies Using Arcade in the UK: 61 Active Firms (2026)
B2B companies using interactive demo software sell products or services to other organisations, with UK adoption signalling digitally led sales journeys.
Interactive demo software sits between product marketing, sales enablement and buyer qualification for B2B suppliers. In this sector it lets prospects test a workflow, compare use cases or brief internal stakeholders before speaking to sales. Running it usually signals a direct-channel posture: marketing owns more of the education journey, sales teams expect warmer enquiries, and product specialists have codified enough of the offer for guided self-serve content. The fit is therefore less about sector label than operating maturity, with adoption tending to cluster around suppliers that already use the website as part of revenue operations rather than as a static brochure.
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The UK adoption cohort covers 61 actively trading B2B suppliers running interactive demo software, with reported headcount totalling 1,807. Within the B2B marketing-technology stack, this demo layer sits ninth at 1.6%, below document, social, outreach and automation tools. The regional profile is tilted towards London at 32.8%, followed by the North West at 19.7%, the South East at 14.8%, the South West at 9.8% and the West Midlands at 8.2%. That distribution points to a sales-led buyer base, but not a purely London-centred one.
Marketing teams using interactive demos usually capture business-contact details, score intent and pass sessions into CRM or sales-engagement workflows. B2B selling is not a single licensed activity in the UK, so the regulatory perimeter depends on the underlying service: financial services, telecoms, data processing and professional services each bring different obligations. The ICO position is central for outreach. UK GDPR applies when business-contact details identify people, while PECR is narrower for electronic mail to corporate subscribers. Senders still need to identify themselves and provide an opt-out route. Live marketing calls require CTPS and TPS screening, and businesses that have objected should not be called.
Adoption appears most durable where the demo is tied to qualification, onboarding and sales hand-off, rather than used as a one-off marketing asset. Early-commercial suppliers may keep experimenting because guided demos reduce the need for repeated introductory calls, but the scarcer scale-up group tends to demand tighter governance around tracking, consent and content ownership. Bundling by wider marketing and revenue platforms may pull some usage into broader suites, while specialist tools should retain room where product complexity is high. Procurement scrutiny is likely to sit less on the demo itself and more on the contact data, analytics tags and downstream workflow it feeds.
Adoption by company size
Adoption of Arcade rises with company size across the trading UK B2B companies in this cohort. 0% of the 76,784 companies with under 10 employees run Arcade (34 detected). 0.1% of the 31,788 companies with 10–50 employees run Arcade (23 detected). 0.1% of the 3,773 companies with over 50 employees run Arcade (5 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
61
Active firms
2026
1.6%
Of detected Marketing share
UK B2B
7
Median headcount
Filed accounts
123
Verified contacts
Across this cohort
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Key facts
About 16% of the trading cohort reports turnover above £5M (10 of 61 firms) — the rest sits below that revenue band.
18% of the cohort was incorporated since 2022 (11 firms), so a sizeable share is in its first few filing cycles.
Within B2B companies with a detectable marketing system, this interactive demo tool accounts for 1.6% (61) of 3,913 detected installations, below adjacent tool types with shares from 4.9% to 7.6%.
London accounts for 32.8% (20) of the cohort, followed by the North West at 19.7% (12) and the South East at 14.8% (9).
Stack co-occurrence points to analytics and delivery infrastructure: 85.2% (52) also run tag-management tooling, 80.3% (49) use a web performance or security layer and 62.3% (38) have embed tooling detected.
The sector mix is weighted towards software-led suppliers, with SaaS tagged on 68.9% (42), AI & Machine Learning on 29.5% (18), and Startup on 23.0% (14).
B2B marketing is activity-regulated rather than licensed as one sector; ICO guidance says PECR covers direct marketing by live or automated calls, electronic mail and fax.
Lead generation market share among UK B2B
Share of the 3,913 UK B2B with a detectable system. As of June 2026.
What else do Arcade-running B2B run?
Share of the 61 Arcade-running UK companies where each technology was also detected. As of June 2026.
Where Arcade 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.
7
Median headcount
£763.5K
Median UK turnover
16.4%
Above £5M turnover
11
Incorporated since 2022
123 verified decision-maker contacts
across these 61 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2B using Arcade
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 5 filingsDevelops a no‑code software platform for SaaS companies to create in‑app product tours, onboarding checklists, modals, banners, and surveys. Includes a visual editor, segmentation, A/B testing, and…
Serves B2B SaaS companies, especially product-led growth teams, product managers, designers, developers and growth marketers responsible for onboarding, adoption and in-app engagement.
Financial Health
DistressedDistressed · -19% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides call tracking and conversation analytics software that analyses phone interactions to link calls with marketing campaigns, monitor agent performance, and generate data for sales, customer…
Serves B2B marketing, sales, contact centre, customer service and compliance teams in sectors including automotive, financial services, healthcare, insurance, property, retail, travel and utilities.
Financial Health
StableStable · 4% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops software for creating interactive product demos, videos, and visual presentations. The platform captures product workflows via browser or desktop tools and uses AI-assisted editing to…
Serves B2B product-led companies, targeting go-to-market, marketing, product, sales, pre-sales, customer success, enablement and training teams that need to communicate product value to buyers and…
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
Location
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Computed from 5 filingsProvides cloud-based social media management software that allows businesses and agencies to schedule and publish posts, manage content, monitor messages and comments, collaborate in teams, and…
Serves marketing teams and social media managers at agencies, small businesses, franchises, enterprises, higher education institutions and real estate firms managing client or brand social channels.
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 5y
Location
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Computed from 4 filingsDevelops and operates a B2B advertising platform that uses data and AI to identify target business audiences, run advertising campaigns across digital and media channels, and provide account‑level…
Serves B2B marketing teams and advertisers at companies seeking to reach business decision-makers, including marketing directors and demand generation teams using paid media across social, search,…
Financial Health
StrongStrong · Hiring · 78% CAGR over 3y
Location
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Computed from 2 filingsProvides AI-powered digital experience analytics platform analysing website and app user behaviour, session replays, heatmaps, product analytics, and customer feedback to help businesses optimise…
Sells to enterprise and mid-market brands, plus small teams and startups, targeting digital marketing, product, UX and ecommerce teams in BFSI, retail, travel, hospitality and B2B sectors.
Financial Health
WeakWeak · -5% CAGR over 1y
Location
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Computed from 5 filingsProvides sales and commercial support for a group offering a managed open‑source data platform. The platform delivers hosted services for databases, event streaming, search and analytics technologies…
Serves B2B developers, data engineering teams and technology leaders at startups and scaling enterprises, with emphasis on software, fintech and retail companies using cloud-based data infrastructure.
Financial Health
StrongStrong
Location
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Computed from 5 filingsProvides a cybersecurity platform for vulnerability management, attack surface monitoring and cloud security. Scans infrastructure, web apps, APIs and containers to detect exposed assets,…
Serves B2B security and IT teams at companies with internet-facing infrastructure, cloud environments, web apps and APIs, especially lean teams managing security and compliance requirements such as…
Financial Health
StableStable · Hiring · 60% CAGR over 4y
Location
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Computed from 5 filingsDevelops field sales management software used by brands and agencies. Provides a CRM platform for route planning, lead prospecting, customer visit tracking, order placement, data capture, and…
Serves B2B field sales teams and managers at FMCG and consumer brands, as well as sales agencies managing reps, retail prospecting, wholesale orders and territory activity.
Financial Health
HealthyHealthy · Hiring · 37% CAGR over 4y
Location
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Computed from 5 filingsProvides SaaS data protection and management software for platforms such as Salesforce, Microsoft, ServiceNow and Workday, including backup and recovery, security monitoring, data masking for test…
Serves businesses and public sector organisations using Salesforce, Microsoft, ServiceNow or Workday, particularly teams responsible for SaaS data security, compliance, resilience and governance.
Financial Health
StrongStrong · Hiring · 77% CAGR over 5y
Location
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Computed from 5 filingsDevelops software for wealth managers, banks and asset managers providing portfolio analytics and reporting. Platform delivers performance, risk and ESG analysis, scenario modelling, client portfolio…
Serves B2B financial services organisations, including wealth firms, family offices, asset managers, fund managers, banks and online brokers, with end users and advisors as their audience.
Financial Health
StrongStrong · Hiring · 6% CAGR over 5y
Location
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Computed from 4 filingsProvides an event management platform for conferences and trade shows, offering tools for registration, ticketing and onsite check‑in, attendee networking, mobile event apps, exhibitor and sponsor…
Serves B2B event organizers, including trade show and exhibition companies, associations, conference and congress organisers, medical event teams, media companies, nonprofits and professional…
Financial Health
WeakWeak · -31% CAGR over 3y
Location
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Develops an open-source API management platform including an API gateway, event management, access control and developer portal tools. Software enables organisations to design, secure, publish and…
Serves enterprise B2B and public-sector technology teams managing API ecosystems, including organisations in financial services, fintech, insurance, government, travel, hospitality, software and…
Financial Health
N/AN/A
Location
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Develops cybersecurity software and services for managed service providers. Offers the Elements Cloud platform for endpoint protection, exposure management, AI‑driven threat detection, monitoring,…
Sells to managed service providers serving business clients, including MSPs with or without their own SOC, and to businesses seeking European-compliant cybersecurity support.
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Computed from 5 filingsDevelops sales enablement software that creates AI‑generated digital sales rooms for individual prospects. Integrates with HubSpot and Salesforce to share documents, tasks and updates via a single…
Serves B2B sales, revenue operations and customer success teams using HubSpot or Salesforce, especially companies managing prospect follow-up, onboarding and deal collaboration.
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides sales and marketing support for a group developing enterprise DevOps software. Activities promote tools for version control, test data management, application testing, infrastructure…
Sells to enterprise software development and DevOps teams building mission-critical applications, including organisations in financial services, software and IT, media, gaming, semiconductor,…
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
Location
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Computed from 3 filingsDevelops an AI-powered quality assurance and training platform for customer support teams. Software analyses support tickets, automates QA audits, generates performance insights, runs simulated…
Sells to B2B customer support and customer experience teams, including CX managers, L&D managers, CS quality assurance leads, support team leads and agents in companies operating helpdesk-based…
Financial Health
WeakWeak · Hiring · 52% CAGR over 1y
Location
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Computed from 5 filingsDevelops an AI usage control and security platform that monitors employee interactions with generative AI tools, detects risky prompts or data sharing, enforces role‑based policies, and provides…
Sells to B2B security and compliance leaders at organisations adopting workplace AI, especially in financial services, legal and consulting, healthcare, and SaaS/technology sectors.
Financial Health
StrongStrong · Growing, Hiring · 58% CAGR over 4y
Location
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Computed from 5 filingsDevelops and supplies cloud-based care management software for healthcare and social care providers. The platform includes electronic care planning, medication administration records (eMAR), staff…
Serves UK care providers including residential care homes, domiciliary care agencies, supported living services, large care groups, council day centres and specialist colleges, targeting managers and…
Financial Health
HealthyHealthy · -63% CAGR over 4y
Location
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Computed from 4 filingsDevelops and provides software for security information and event management (SIEM), log collection and analysis, and API security. Offers open-source and enterprise platforms that centralise log…
Serves B2B security and IT operations teams, including SOC analysts and leaders, at organisations needing SIEM, log management, API security, and flexible cloud or on-prem deployment.
Financial Health
StrongStrong · Hiring · 13% CAGR over 3y
Location
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Computed from 5 filingsDevelops project information management software for architecture, engineering, construction, and owner teams. Provides cloud and on‑premise tools for document control, email management, BIM…
Serves B2B architecture, engineering, construction and owner/operator teams, including architects, general contractors, engineers and project owners managing building projects.
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 6y
Location
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Computed from 5 filingsDevelops a cybersecurity training and human risk management platform that provides security awareness training, adaptive phishing simulations, and email incident response automation. Software…
Sells to enterprises and larger organisations with global employee bases, particularly security, IT and compliance teams responsible for cyber awareness, phishing resilience and employee risk…
Financial Health
WeakWeak · -27% CAGR over 4y
Location
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Provides a payment automation platform for businesses and accountants, enabling invoice collection, direct debit payments, credit control, and automated payment chasing. Integrates with accounting…
Serves accounting firms, bookkeepers and invoice-based businesses, plus software platforms needing payment workflows. Targets finance teams and professional services practices using tools such as…
Financial Health
N/AN/A
Location
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Computed from 5 filingsDevelops a digital analytics and customer engagement platform that collects and analyses first‑party data from mobile, web, desktop and IoT applications. Provides dashboards, reporting, automation…
Sells to B2B and enterprise teams building digital products, especially product managers and data analysts in automotive, education, finance, healthcare and telecom. Targets organisations needing…
Financial Health
StrongStrong
Location
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Computed from 5 filingsDevelops automated software testing and quality assurance tools covering the software development lifecycle, including static code analysis, unit testing, API and UI test automation, service…
Sells to software development and QA teams in regulated embedded and enterprise organisations, including automotive, aviation, medical devices, defense, rail, finance, healthcare, public sector,…
Financial Health
StrongStrong · Hiring · 8% CAGR over 5y
Location
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Computed from 4 filingsProvides enterprise asset management software that helps organisations track equipment, schedule preventive maintenance, manage work orders, parts inventory and inspections, and monitor asset…
Serves B2B and public-sector organizations managing facilities, assets and workplaces, including education, energy and transport, government, healthcare, manufacturing, software and business services…
Financial Health
StrongStrong
Location
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Computed from 5 filingsProvides cloud-based software for mortgage brokers to manage client onboarding, fact-finds, document collection, compliance checks, and mortgage applications, and to submit cases to lenders while…
Serves UK mortgage brokers and mortgage broker firms, targeting advisers and admin teams handling client onboarding, compliance and lender submissions.
Financial Health
HealthyHealthy · Hiring · 4% CAGR over 4y
Location
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Computed from 5 filingsDevelops cloud-based project planning and coordination software for construction teams. The platform connects master schedules with lookahead planning, resource allocation, visual work plans, site…
Sells to B2B construction delivery teams on major projects, including civil infrastructure, rail and metro, energy, major buildings and nuclear, targeting site teams, engineers, planners and managers.
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 4y
Location
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Computed from 5 filingsDevelops a data intelligence platform that provides data cataloguing, metadata management, governance, lineage tracking, and data quality tools. Software enables organisations to discover, document,…
Serves enterprise data, analytics, governance and AI teams in financial services, healthcare, insurance, manufacturing, retail, technology and the public sector, especially organisations with complex…
Financial Health
StrongStrong · Hiring · 37% CAGR over 5y
Location
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Computed from 5 filingsDevelops a machine learning operations (MLOps) platform that automates ML pipelines, experiment tracking, and model lifecycle management. Enables teams to run and orchestrate ML workloads across…
Serves B2B data science, ML engineering, IT and DevOps teams at organisations running AI initiatives across cloud, hybrid and on-premise environments.
Financial Health
StrongStrong
Location
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Computed from 4 filingsDevelops and provides cloud-based digital signage software for managing and scheduling content across display screens. Includes layout design tools, device management, analytics, user roles, and…
Sells to businesses and organisations managing digital signage networks, from single-screen users to enterprises with 10,000+ displays, including AV/IT teams, workplace managers and resellers…
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 3y
Location
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Computed from 5 filingsDevelops IT asset management software for tracking and managing hardware, software, SaaS and cloud resources. Platform provides asset discovery, usage monitoring, software licence management, cost…
Serves IT, software asset management, FinOps and procurement teams in businesses with complex hardware, software, SaaS, cloud and AI estates, including organisations using ServiceNow.
Financial Health
StableStable · -67% CAGR over 4y
Location
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Computed from 3 filingsProvides a cloud-based application security and risk management platform that scans software for vulnerabilities across the development lifecycle, including static and dynamic testing, open‑source…
Serves B2B software and security teams, from startups to Fortune 500 enterprises, targeting CISOs, AppSec leaders, developers and security teams in financial services, public sector, healthcare,…
Financial Health
StableStable · Profitable · -7% CAGR over 2y
Location
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Computed from 4 filingsProvides software platform and AI tools for financial crime compliance teams, including case management, transaction monitoring, investigation automation, customer data integration, and regulatory…
Serves B2B financial institutions, including banks and fintechs, targeting FinCrime, AML, compliance, transaction monitoring, investigations and risk operations teams responsible for oversight and…
Financial Health
StableStable · -84% CAGR over 3y
Location
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Provides software for managing subcontractor procurement in construction projects, including tendering, scope documentation, bid comparison, contract creation, electronic signatures, vendor…
Sells to B2B construction main contractors and builders, particularly procurement, commercial and project teams managing subcontractor spend, tenders, contracts and vendor performance.
Financial Health
N/AN/A
Location
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Computed from 3 filingsDevelops network visibility and security software that analyses network traffic to detect threats, support incident investigation, and monitor performance. Provides network detection and response,…
Serves enterprise IT security, SOC and network operations teams in education, defence and intelligence, financial services, healthcare, retail, and public sector organisations.
Financial Health
StableStable · 2% CAGR over 2y
Location
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Computed from 5 filingsDevelops and supplies enterprise DevOps software tools covering version control, continuous testing, static code analysis, infrastructure automation, test data management, and IP lifecycle…
Serves enterprise software engineering, DevOps and IT teams building mission-critical applications, across sectors including financial services, games and media, semiconductor, aerospace and defense,…
Financial Health
DistressedDistressed · -12% CAGR over 4y
Location
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Provides software platform for private markets firms to collect, validate and manage fund and portfolio data. Integrates with asset servicers and portfolio companies, and automates data validation,…
Serves B2B private markets investment firms, including private equity managers and their finance, investor relations, partner and deal teams handling fund, portfolio and investor reporting data.
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Develops cloud-based gym and fitness studio management software. Provides tools for class and appointment scheduling, membership management, bookings, payments, client communications, performance…
Sells to fitness businesses, including independent and multi-location gyms, yoga and pilates studios, CrossFit boxes, personal trainers, small-group training providers, leisure centres and hotel…
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Computed from 5 filingsProvides software for capturing, archiving, and supervising electronic communications across channels such as voice, messaging, and social platforms. Offers compliance archiving, surveillance,…
Serves regulated enterprises and public sector organisations, including financial services, legal, life sciences, insurance, energy, government and corporate teams with communications compliance…
Financial Health
HealthyHealthy · -55% CAGR over 4y
Location
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Computed from 2 filingsProvides cloud-based data security and backup software for enterprises, including data protection, ransomware recovery, threat monitoring, and data management across cloud platforms, SaaS…
Serves enterprise IT and security teams across healthcare, financial services, government, education, critical infrastructure and legal sectors, including organizations with hybrid cloud, SaaS and…
Financial Health
StrongStrong · Hiring · 34% CAGR over 1y
Location
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Computed from 3 filingsDevelops cloud-based contract management software for IT service providers and managed service providers. The platform enables users to create, review and manage commercial agreements using…
Serves B2B IT service providers, especially MSPs, plus ISVs, SaaS providers and Microsoft partners in the UK, US and Netherlands managing commercial client agreements.
Financial Health
DistressedDistressed
Location
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Computed from 3 filingsDevelops a data observability and reliability platform that monitors data pipelines, tests datasets, detects anomalies, and manages incidents. Provides tools for data quality monitoring, ownership…
Serves B2B data teams and data owners at data-driven businesses that rely on business-critical datasets, analytics, ML models, and data products.
Financial Health
StableStable · Hiring · 41% CAGR over 2y
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Computed from 2 filingsDevelops software for managing electric vehicle charging and connected home energy devices. Provides an energy operating system with AI-driven control, data aggregation and white‑label mobile apps…
Serves energy retailers, home electrification businesses and companies in the EV value chain, while also targeting EV drivers and home energy users through its consumer app.
Financial Health
WeakWeak · Hiring · 172% CAGR over 1y
Location
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Computed from 5 filingsProvides cloud-based HR and payroll platform enabling companies to hire, pay, and manage employees and contractors internationally. Offers employer-of-record services, global payroll, compliance…
Serves businesses with international or distributed workforces, especially HR and people teams hiring employees or contractors across multiple countries, plus partners needing global hiring…
Financial Health
StrongStrong · Hiring · 101% CAGR over 4y
Location
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Computed from 3 filingsDevelops software for eCommerce sites that tracks visitor behaviour, models purchase intent and triggers real-time on-site messages, offers and prompts such as discounts, email capture and product…
Serves B2B eCommerce brands and online retailers, particularly growth, CRM, CRO and digital trading teams responsible for improving website conversion, revenue and margin.
Financial Health
StrongStrong · Hiring · 63% CAGR over 2y
Location
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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…
Financial Health
StrongStrong · Growing, Hiring · 46% CAGR over 4y
Location
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Computed from 5 filingsDevelops property data and compliance software that aggregates regulatory and environmental data to create risk and licensing profiles for properties. Provides monitoring, licence checking, reporting…
Sells to UK letting agents, property managers, landlords and surveyors needing property licensing compliance, with additional audiences in property risk, ESG reporting and retrofit markets.
Financial Health
StrongStrong · Hiring · 15% CAGR over 4y
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Computed from 3 filingsProvides sales support, marketing, and research and development services to affiliated companies developing enterprise automation software. Supports promotion and adoption of a platform for robotic…
Serves enterprises and public sector organisations, targeting business and IT teams in banking, financial services, healthcare, insurance, manufacturing, supply chain, finance, HR, QA/testing and…
Financial Health
StableStable · Hiring · 10% CAGR over 2y
Location
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Computed from 5 filingsProvides recruitment technology and marketing services for staffing agencies, including recruitment website development, candidate sourcing tools, job multi-posting, candidate matching and CV search,…
Serves B2B recruitment agencies and staffing firms, including specialist recruiters seeking candidates through websites, job boards, CRMs and social channels.
Financial Health
HealthyHealthy · Growing · 2% CAGR over 4y
Location
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How Arcade 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.
Arcade is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2B by Lead generation
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Frequently asked questions
How many UK B2B companies use Arcade?
What share of UK B2B companies run Arcade?
How is Arcade usage detected?
What size B2B companies use Arcade in the UK?
What do Arcade-running B2B companies also run?
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