B2B Companies Using Google Cloud in the UK: 323 Active Firms (2026)
Cloud-enabled B2B companies run managed web infrastructure for business-facing services, within UK data and marketing rules.
For B2B suppliers, Google Cloud usually sits beneath customer portals, analytics workloads and integration layers rather than simple brochure sites. Its use tends to signal an engineering or outsourced-platform function with responsibility for uptime, storage, traffic management and observability. Buyers served by these adopters are more often mid-market or enterprise operations, finance, marketing and technical teams; the commercial motion is usually direct sales, partner-led delivery or retained services rather than card-only self-service. Engagements therefore look more like production hosting, data workflow or managed-service commitments than short software trials, with recurring workloads and some appetite for cloud governance.
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The UK adoption picture covers 323 actively trading B2B companies running Google Cloud, with reported employment of 60,137 people. Within detected IaaS use, Google Cloud is the platform in scope at 100.0% of this B2B cohort. Sector tags overlap, so the mix is not additive: SaaS accounts for 27.9%, AI & Machine Learning 16.1%, Startup 13.9%, Marketing Agency 13.6% and Field Services & Trades 11.1%. Registration is tilted towards London at 39.0%, ahead of the South East at 12.1%, East of England at 9.3%, North West at 8.4% and South West at 8.0%.
Adoption sits inside activity-specific regulation rather than a single B2B licensing regime. Companies running Google Cloud may fall under the FCA, telecoms rules, professional-services duties or ordinary commercial law depending on what their own service does. The common baseline is data handling: customer data, telemetry and business-contact records need UK GDPR controls, vendor-risk review and clear processor or controller positions. Direct-marketing operations also intersect with PECR. ICO guidance treats electronic mail to corporate subscribers differently from messages to individuals, but senders still need to identify themselves, provide a valid opt-out route, and screen live B2B calls against CTPS and TPS where relevant.
Adoption appears likely to remain tied to production workloads rather than experimental web projects. B2B suppliers with customer portals, data products and managed-service workflows tend to keep cloud choices stable once monitoring, storage patterns and deployment processes are embedded. Movement is more likely at contract renewal, after a security review, or when a platform team consolidates hosting, analytics and delivery tooling. Smaller adopters may continue to rely on agencies or managed-service partners, while more mature operators bring governance and cost control closer to engineering. The constraint is less appetite for cloud itself than the capacity to run it well.
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 Google Cloud varies by company size across the trading UK B2B companies in this cohort. 0.3% of the 76,784 companies with under 10 employees run Google Cloud (215 detected). 0.3% of the 31,788 companies with 10–50 employees run Google Cloud (95 detected). 0.3% of the 3,773 companies with over 50 employees run Google Cloud (11 detected).
323
Active firms
2026
100%
Of detected IaaS share
UK B2B
7
Median headcount
Filed accounts
682
Verified directors
Across this cohort
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Key facts
About 6% of the trading cohort reports turnover above £5M (20 of 323 firms) — the rest sits below that revenue band.
10% of the cohort was incorporated since 2022 (35 firms), so a sizeable share is in its first few filing cycles.
London accounts for 39.0% (126) of B2B firms running the detected IaaS system, ahead of the South East at 12.1% (39) and the East of England at 9.3% (30).
The stack overlap is infrastructure-led: 55.1% (178) also run another web-infrastructure technology, while analytics and tag-management tooling appear on 36.8% (119) and 35.3% (114), respectively.
SaaS is the largest overlapping sector tag at 27.9% (90), followed by AI & Machine Learning at 16.1% (52) and Startup at 13.9% (45).
ICO guidance treats PECR as covering direct marketing by live or automated calls, electronic mail and fax, while UK GDPR still applies where business-contact data identifies people.
For live B2B marketing calls, organisations must screen against CTPS and TPS and must not call businesses that have objected.
Load balancers market share among UK B2B
Share of the 323 UK B2B with a detectable system. As of June 2026.
What else do Google Cloud-running B2B run?
Share of the 323 Google Cloud-running UK companies where each technology was also detected. As of June 2026.
Where Google Cloud 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
£569.2K
Median UK turnover
6.2%
Above £5M turnover
35
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 539 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2B using Google Cloud
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 identity verification and KYC software that captures and analyses ID documents, biometrics and payment cards. Provides tools for document verification, liveness and deepfake detection,…
Serves B2B customers in financial services, payments, crypto, marketplaces, healthcare, telecoms, hospitality and travel, and iGaming, especially teams responsible for onboarding, compliance, fraud…
Financial Health
StrongStrong
Location
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Computed from 3 filingsProvides a cloud-based WebOps platform for developing, hosting, and managing websites built with WordPress, Drupal, and Next.js. Offers managed hosting, deployment workflows, performance monitoring,…
Serves enterprises, educational institutions, government bodies, nonprofits, media, technology and consumer brand organizations, targeting developers, marketers and IT leaders managing WordPress,…
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 2y
Location
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Computed from 3 filingsProvides managed hosting platforms for WordPress websites and applications, including site management, security, performance optimisation, developer tools, and infrastructure for e‑commerce, media,…
Serves B2B customers including enterprise digital teams, creative agencies, developers, small businesses, ecommerce retailers and media/newsroom organisations using WordPress websites and…
Financial Health
StrongStrong · Profitable, Growing · 4% CAGR over 2y
Location
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Computed from 3 filingsDevelops and provides cloud-based cash flow management software for businesses. The platform connects bank and ERP data to monitor cash positions, forecast liquidity, manage accounts payable and…
Serves B2B finance teams, CFOs, CEOs, treasurers and decision-makers at mid-market and mid-sized companies, particularly those managing treasury, accounts payable, accounts receivable and cash…
Financial Health
StrongStrong · Hiring · 73% CAGR over 2y
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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Develops software platforms and provides advisory services for open banking and open finance ecosystems, including identity and regulatory validation, certificate chain management, and infrastructure…
Serves governments, regulators, banks, payment providers and fintech infrastructure teams involved in open finance, PSD2 and secure financial data-sharing ecosystems globally.
Financial Health
N/AN/A
Location
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Computed from 2 filingsProvides a web platform offering audience engagement tools for publishers and websites, including comment systems, interactive widgets, quizzes, social sharing features, and analytics tools for…
Sells to B2B customers operating websites, especially digital publishers, media brands and content teams with audience communities and first-party data needs.
Financial Health
StableStable · 0% CAGR over 1y
Location
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Develops cybersecurity software for exposure and vulnerability management. Provides tools to identify, assess and prioritise security risks across IT, cloud, identity and OT/IoT environments,…
Serves enterprise and public-sector cybersecurity teams in education, energy, financial services, healthcare, retail, critical infrastructure and government, alongside managed security service…
Location
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Computed from 5 filingsDevelops and provides booking and ticketing software for tour operators, attractions, sightseeing tours and hop‑on hop‑off bus services. Platform includes online reservations, OTA integrations,…
Serves B2B operators in travel and visitor attractions globally, including hop-on hop-off and bus operators, sightseeing tour companies, observation decks, cultural venues, and leisure destinations.
Financial Health
HealthyHealthy · -73% CAGR over 4y
Location
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Computed from 4 filingsProvides cloud-based media APIs that enable developers to upload, store, process and transform video, audio and image files, and extract analysis data, supporting automated media workflows and…
Sells to developers and engineering teams at businesses building applications or platforms that handle large volumes of video, audio, and image uploads.
Financial Health
StrongStrong · Hiring · 71% CAGR over 3y
Location
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Computed from 3 filingsDevelops and provides cloud‑based case management software for public, private and non‑profit organisations delivering employment, health, wellbeing and skills programmes. The platform tracks…
Serves private, non-profit and public sector organisations delivering employment, health, wellbeing and skills support programmes, including charities, councils and employability providers.
Financial Health
HealthyHealthy · Hiring · 9% CAGR over 1y
Location
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Computed from 5 filingsProvides an online platform for self‑employed professionals in hair, beauty and wellness to manage bookings, create websites, accept payments, run marketing activities, and access training resources…
Sells to self-employed and independent business owners in the hair, beauty and wellness sectors, including solo practitioners and small salons or spas managing their own client base.
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 5y
Location
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Computed from 5 filingsProvides cloud‑based procurement and e‑sourcing software for organisations, including tools for RFQs, reverse auctions, supplier discovery and onboarding, contract management, spend analysis, and…
Serves B2B and public-sector procurement teams, including CPOs, procurement managers and buyers in enterprises, consultancies and organisations managing sourcing, supplier, contract and spend…
Financial Health
StrongStrong · Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsProvides a technology platform for employers to manage worker financial benefits, including earned wage access, insurance products and reward programmes. Integrates with workforce shift data and…
Sells to businesses managing flexible, shift-based or on-demand workforces, with workers as end users. Targets employers of contractors, gig workers and hourly staff.
Financial Health
StrongStrong · Hiring · 82% CAGR over 5y
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 cloud-based supply chain network software for retail businesses, including electronic data interchange (EDI), order management, product data synchronisation, analytics, supplier onboarding,…
Serves B2B retail supply chain organisations, including retailers, grocery businesses, distributors, brands, manufacturers, e-commerce marketplaces, 3PLs and suppliers needing trading partner…
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 4y
Location
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Computed from 4 filingsProvides a managed platform for running client‑specific market data workloads, executing and orchestrating data ingestion, processing and distribution. Operates runtime infrastructure that manages…
Serves B2B clients that rely on market data, particularly financial services and capital markets teams needing managed operation of client-specific data flows.
Financial Health
StrongStrong
Location
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Computed from 3 filingsDevelops subscription management and recurring billing software for digital and ecommerce businesses. The platform manages subscription lifecycles, integrates with payment gateways and business…
Sells to subscription-based businesses and digital commerce teams, including SaaS, consumer goods and retail, streaming media, travel, hospitality and entertainment brands managing recurring…
Financial Health
StrongStrong · Hiring · 145% CAGR over 2y
Location
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Computed from 3 filingsDevelops financial business intelligence software for accountants and CFOs. Platform connects to accounting systems to generate automated financial reports, dashboards, forecasts, consolidated…
Serves accountants, accounting firms, CFOs and finance teams, including businesses managing reporting, forecasts, dashboards, consolidation, valuation, and ESG indicators.
Financial Health
StrongStrong
Location
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Computed from 5 filingsDevelops a hotel guest experience platform that enables contactless check‑in and check‑out, mobile room keys, in‑app payments, and room service ordering. Integrates with property management and other…
Sells B2B to hotels, including independent properties, chains, boutique hotels and resorts, with hotel operators and staff responsible for guest experience and operations as likely buyers.
Financial Health
StrongStrong
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Computed from 5 filingsDevelops a no-code software platform that enables businesses to build and run custom web applications such as CRMs, internal tools, workflow systems and customer portals, using spreadsheet or…
Serves business teams and enterprises worldwide, including operations, programme management, CRM and customer portal owners needing tailored internal, customer and partner applications.
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 4y
Location
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Computed from 4 filingsProvides a marketing and sales automation platform that enables businesses to build websites, landing pages and lead capture forms, manage contacts, run campaigns via email, SMS and phone, schedule…
Sells to B2B marketers, small businesses and sales teams that manage online leads, customer communications, appointment booking and follow-up campaigns across channels.
Financial Health
StrongStrong · Hiring · 10% CAGR over 3y
Location
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Computed from 3 filingsDevelops blockchain infrastructure and software for financial institutions, including the Canton Network. Provides tools to tokenize assets, issue digital securities, and support clearing,…
Serves regulated financial institutions and capital markets participants, including banks, custodians, market infrastructure providers, asset managers and crypto finance firms seeking institutional…
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StrongStrong · Growing, Hiring · 18% CAGR over 2y
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Computed from 5 filingsProvides managed cybersecurity services including security operations centre monitoring, managed detection and response, threat intelligence, vulnerability and patch management, firewall and endpoint…
Serves enterprise security and IT teams, Google Cloud users, and public sector organisations across financial services, government, healthcare, retail, manufacturing, education, insurance and legal…
Financial Health
StableStable · Hiring · 6% CAGR over 4y
Location
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Computed from 5 filingsProvides a digital analytics platform that captures and analyses user interactions on websites and mobile apps. Offers session replay, product analytics, in‑app surveys, and AI‑driven insights to…
Serves B2B digital product, data, support, IT and marketing teams at retail/ecommerce, travel, gaming, SaaS, food and beverage, and financial services companies.
Financial Health
StrongStrong · Hiring · 91% CAGR over 4y
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Computed from 5 filingsProvides an online research platform for consumer, brand and product studies. Offers tools for surveys, interviews, prototype and website testing, participant recruitment, and AI-generated analysis,…
Sells to businesses running consumer, brand and product research, especially brand, insights, marketing and product teams, user researchers, design leaders and product designers at customer-focused…
Financial Health
HealthyHealthy · -13% CAGR over 4y
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Computed from 3 filingsProvides competitor price monitoring and tracking software for retailers and brands. Uses web scraping and AI product matching to compare product prices across websites, generate reports and alerts,…
Serves B2B retailers and brands that need to monitor competitor pricing, reseller activity and marketplace prices across product ranges, including ecommerce, pricing and commercial teams.
Financial Health
HealthyHealthy · 0% CAGR over 2y
Location
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Computed from 3 filingsDevelops and provides a video communications platform for secure online meetings and collaboration. Offers self‑hosted video conferencing, interoperability tools connecting Microsoft Teams, Zoom and…
Sells to public sector and enterprise buyers, especially governments, defense and national security agencies, healthcare providers, judicial bodies, and technology companies with secure…
Financial Health
StableStable · Profitable · -17% CAGR over 2y
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Computed from 5 filingsDevelops location intelligence software that collects and analyses human mobility, footfall, demographic and spending data. Provides dashboards, reports and analytics used by retailers, real estate…
Serves B2B and public-sector decision-makers in local government, retail, real estate and financial services, including retailers, property firms, consultancies and banks.
Financial Health
StableStable · Hiring · 47% CAGR over 4y
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Computed from 5 filingsDevelops cloud-based business planning software that enables organisations to model, analyse and forecast financial and operational data. The platform supports budgeting, revenue and sales planning,…
Serves enterprise businesses, targeting finance, FP&A, sales and revenue, HR, supply chain, and ESG teams involved in planning, forecasting, reporting, workforce, territory, demand and sustainability…
Financial Health
StableStable · Hiring · 130% CAGR over 4y
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Computed from 5 filingsProvides a data collection and market intelligence platform that gathers geospatial, retail, and survey data through a global network of contributors. Delivers location intelligence, audience…
Serves B2B and public-sector decision-makers needing local market, geospatial, audience and situation insights, including international development organisations, location-driven businesses, public…
Financial Health
StrongStrong · Hiring · 71% CAGR over 4y
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Computed from 5 filingsDevelops digital consent-to-treatment software for healthcare providers. The platform enables clinicians to share procedure information with patients, obtain and record electronic consent remotely or…
Sells to healthcare organisations, including NHS trusts and private hospital groups, targeting clinical, digital transformation and project teams that need digital consent workflows for clinicians…
Financial Health
HealthyHealthy · Hiring · 32% CAGR over 4y
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Computed from 3 filingsProvides cybersecurity testing and advisory services including penetration testing as a service, attack surface management, red team simulations, secure code review, and cloud, network and…
Serves B2B security teams and technology leaders at organizations with web, cloud, network, mainframe, AI/ML, IoT, automotive, medical device, ATM and operational technology environments.
Financial Health
StrongStrong · Growing, Hiring · 157% CAGR over 2y
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Computed from 5 filingsDevelops software platform for apparel and sportswear brands that enables on‑demand and customised clothing production. Tools connect product design, customer ordering and manufacturing workflows,…
Serves fashion, sportswear and teamwear brands seeking customised or made-to-order apparel programmes, including D2C consumer customisation and custom teamwear operations for major apparel brands.
Financial Health
WeakWeak · -12% CAGR over 4y
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Computed from 5 filingsOperates an online platform that helps individuals find and apply for financial support such as charitable grants, council schemes and benefits. Provides tools for charities, councils and housing…
Serves individuals seeking financial support, plus UK charities, councils, housing associations, utilities, banks and support workers managing schemes or referring clients and residents for…
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 4y
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Computed from 2 filingsDevelops an AI revenue orchestration platform that analyses customer interactions and sales conversations to generate structured go‑to‑market data, automate CRM updates, capture notes, provide sales…
Serves B2B go-to-market teams, especially CROs, RevOps, sales, SDR/BDR, customer success, enablement, marketing and product leaders at companies managing CRM-driven revenue operations.
Financial Health
StrongStrong · Growing, Hiring · 150% CAGR over 1y
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Computed from 5 filingsProvides a cloud-based platform for managing guest and staff WiFi networks in venues. Offers secure authentication, captive portals, analytics, and marketing integrations to capture visitor data and…
Sells to venue-based businesses and public sector organisations, including hospitality, retail, education, healthcare, transport, events, attractions, offices and residential operators, targeting IT,…
Financial Health
WeakWeak · -69% CAGR over 4y
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Computed from 5 filingsDevelops and publishes process orchestration software that enables organisations to design, automate and monitor business workflows and microservices. The platform includes tools for workflow…
Serves enterprise and public-sector buyers, including transformation executives, IT and business leaders, chief architects, developers and software architects across financial services, healthcare,…
Financial Health
HealthyHealthy · Hiring · 75% 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 5 filingsDevelops virtual reality and AI‑based training simulations for healthcare education. Provides immersive clinical scenarios where students interact with virtual patients using natural language…
Targets medical and healthcare education organisations, universities, training providers and clinical teams responsible for skills development and assessment of students and healthcare professionals…
Financial Health
StrongStrong
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Computed from 5 filingsProvides AI cloud infrastructure and software for training, deploying and scaling machine learning models. Offers GPU compute instances, private cloud platforms, inference endpoints, model management…
Serves sovereign/public-sector organisations, telecoms operators and large enterprises building AI clouds, plus AI teams needing GPU capacity across sectors such as biotech, finance and sports…
Financial Health
StableStable · Hiring · 3% CAGR over 4y
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Computed from 3 filingsProvides online ordering systems, websites and mobile apps for restaurants and takeaway businesses, enabling direct customer ordering and supporting digital marketing and order management outside…
Serves B2B restaurant and takeaway operators, particularly foodservice businesses needing their own ordering channels, with separate information for corporate customers and investors referenced on…
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StableStable · Hiring · 15% CAGR over 2y
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Computed from 4 filingsProvides a customer data platform that collects, unifies and processes customer data from multiple digital sources, enabling businesses to build customer profiles, analyse behaviour, and activate…
Serves B2C multi-channel consumer brands, including ecommerce, media, fintech and subscription businesses, targeting marketing, product, CRM and data teams managing large-scale customer engagement.
Financial Health
StrongStrong · Hiring · 41% CAGR over 3y
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Computed from 3 filingsDevelops software for automating B2B risk management, control testing and audit processes. The platform uses AI to perform control assessments, identify risks, and support compliance with audit and…
Serves B2B organisations, audit teams, compliance teams and risk managers working with control assurance, financial audit, ISA 315 and DORA compliance requirements.
Financial Health
StrongStrong · Hiring · 98% CAGR over 2y
Location
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Computed from 5 filingsDevelops environmental and safety monitoring software that collects and analyses site data such as noise, dust and air quality. Uses IoT sensors, AI and automation to track pollutants, manage…
Serves operations, HSE and compliance teams at infrastructure, construction, rail, logistics and industrial businesses managing multi-site worksites and environmental obligations.
Financial Health
StrongStrong · Growing, Hiring · 47% CAGR over 4y
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Computed from 4 filingsProvides a software platform for measuring and reporting social value and Social Return on Investment (SROI). The system uses data and financial proxies to quantify social impact, supporting…
Serves UK public sector and VCSE organisations, including economic development teams, procurement professionals, NHS and social care bodies, housing associations, charities, social enterprises, and…
Financial Health
StableStable · Hiring · 27% CAGR over 2y
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Computed from 5 filingsProvides cloud consulting, migration, optimization, and managed operations services for businesses using platforms such as Google Cloud and AWS. Also implements and administers Google Workspace, and…
Serves businesses and public sector organisations using cloud platforms, including e-commerce, retail, financial services, fintech, gaming, ISVs, startups, scale-ups, gambling and betting companies.
Financial Health
StrongStrong · Hiring · 50% CAGR over 4y
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Computed from 3 filingsProvides a cybersecurity platform that connects organisations with a global community of security researchers to identify vulnerabilities. Offers bug bounty programmes, vulnerability disclosure…
Serves security and engineering teams at enterprises and public sector organisations, including financial services, healthcare, retail/e-commerce, automotive, crypto/blockchain, hospitality, US…
Financial Health
StrongStrong · Hiring · 26% CAGR over 2y
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Computed from 4 filingsProvides payment processing technology for businesses, including card machines for in‑person transactions, online and remote payment tools, QR code and payment link solutions, and integrations with…
Serves UK businesses with 1–69 locations and enterprise operators, especially hospitality venues, quick- and full-service restaurants, dental practices, visitor attractions and personal services…
Financial Health
StrongStrong · Growing, Hiring · 6% CAGR over 3y
Location
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Financial sub-scores
Computed from 2 filingsDevelops software platform that connects residential energy devices such as EV chargers, heat pumps and home batteries to electricity flexibility markets, enabling suppliers and device makers to…
Serves energy suppliers, OEMs and home battery or EV charger portfolio owners managing customers’ residential energy assets for UK and European flexibility markets.
Financial Health
StrongStrong · Hiring · 150% CAGR over 1y
Location
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How Google Cloud 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.
Google Cloud is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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