B2B Companies Using Supademo in the UK: 52 Active Firms (2026)
B2B companies running interactive demo software in the UK use guided product walkthroughs to sell to business buyers.
Interactive-demo software sits close to product marketing, sales enablement and demand generation rather than core transaction processing. For business-to-business suppliers, adopting it usually signals a website-led sales motion: product detail is being exposed before a call, qualification happens through content paths, and revenue teams need reusable assets for buyers, partners or procurement stakeholders. The buying centre tends to sit with marketing, sales operations or product marketing, with technical input where the demo captures user behaviour or embeds on high-traffic pages. Engagements are typically modest compared with core enterprise systems, but the tool is still part of a paid commercial stack rather than a casual content widget.
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Across the UK, 52 active trading business-to-business suppliers are running this interactive-demo stack. Reported employment across the cohort totals 412 people, giving the adoption group a small-employer profile rather than a broad enterprise footprint. Within the sector’s widget category, the stack sits at 0.4%, behind more general website-widget tools. The regional pattern is London-heavy, with 44.2% of adopters registered there, followed by the North West at 15.4%, the South East at 11.5%, the East of England at 9.6%, and Yorkshire and The Humber at 5.8%.
Business-to-business adoption sits inside a patchwork of underlying rules rather than a licensed market category. A demo embedded on a public website can support low-friction qualification, but it also creates marketing and analytics touchpoints. The ICO treats PECR as relevant to direct marketing by live calls, automated calls, electronic mail and fax; business messages to corporate subscribers do not need PECR consent, but identity must not be hidden and a valid opt-out route is required. UK GDPR still applies when named work contacts are tracked, enriched or passed to sales, so preference handling matters as much as the demo itself.
Adoption appears most likely to deepen where buyers expect proof before talking to sales, and where product marketing teams can keep walkthroughs current without engineering support. The cohort looks early-commercial rather than enterprise-heavy: many users appear to be testing guided education as part of a website-led funnel, while a smaller group has the turnover and staffing model to fold it into sales operations. Migration pressure may come from adjacent website, analytics and enablement tools bundling similar functions, making the category more embedded and less conspicuous over time.
Adoption by company size
Adoption of Supademo varies by company size across the trading UK B2B companies in this cohort. 0.1% of the 76,784 companies with under 10 employees run Supademo (43 detected). 0% of the 31,788 companies with 10–50 employees run Supademo (6 detected). 0% of the 3,773 companies with over 50 employees run Supademo (1 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
52
Active firms
2026
0.4%
Of detected Widgets share
UK B2B
5
Median headcount
Filed accounts
120
Verified contacts
Across this cohort
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Key facts
About 5% of the trading cohort reports turnover above £5M (3 of 52 firms) — the rest sits below that revenue band.
7% of the cohort was incorporated since 2022 (4 firms), so a sizeable share is in its first few filing cycles.
Within B2B firms with a detectable widget system, the tool accounts for 0.4% (52) of 13,710 companies with a detectable system.
London accounts for 44.2% (23) of the cohort by registered ITL1 region, followed by the North West at 15.4% (8).
Co-detections suggest web-stack depth: the three largest adjacent technologies appear alongside the tool at 92.3% (48), 90.4% (47) and 86.5% (45).
Tags overlap, but SaaS is the largest sub-sector at 32.7% (17), followed by Travel & Hospitality at 23.1% (12).
B2B marketing is activity-led rather than licensed as one sector; the ICO says PECR covers direct marketing by live or automated calls, electronic mail and fax, while UK GDPR still applies where personal data is processed.
Lead generation market share among UK B2B
Share of the 13,710 UK B2B with a detectable system. As of June 2026.
What else do Supademo-running B2B run?
Share of the 52 Supademo-running UK companies where each technology was also detected. As of June 2026.
Where Supademo 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
£533.7K
Median UK turnover
5.8%
Above £5M turnover
4
Incorporated since 2022
120 verified decision-maker contacts
across these 52 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2B using Supademo
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 filingsProvides a lead intelligence platform that aggregates and sells contact data for professionals and companies, including email addresses, phone numbers and social profiles, with tools to search,…
Serves B2B sales, marketing and recruiting teams that need professional contact data for outreach, lead generation and hiring workflows.
Financial Health
WeakWeak · -63% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that helps users identify business professionals and obtain email addresses, phone numbers, and social media profiles, with tools to search contact databases,…
Serves B2B sales, marketing, recruiting and business development teams seeking professional contact data and lead intelligence for outbound outreach.
Financial Health
StableStable · Hiring · 11% CAGR over 5y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that searches a database of professionals to identify work email addresses, phone numbers and social profiles, supporting sales, recruiting and marketing teams…
Serves B2B sales, marketing and recruiting teams, including individual prospectors and organisations running outbound lead generation or professional outreach.
Financial Health
StableStable · 0% CAGR over 5y
Location
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Financial sub-scores
Computed from 5 filingsProvides software for digital advertising creative automation, enabling brands, agencies, and media platforms to design, generate, manage, and deliver rich media, video, and catalog ads, with tools…
Sells to businesses in digital advertising, especially brand marketing leaders, media teams and creative teams, plus media owners and operators such as publishers and media platforms seeking to scale…
Financial Health
DistressedDistressed · -8% CAGR over 5y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that identifies and supplies business contact data, including email addresses, phone numbers and social profiles for professionals, and tools to automate…
Targets B2B sales, marketing, recruiting and business development teams that conduct professional outreach, including SMEs and larger organisations using prospecting and lead-generation workflows.
Financial Health
StableStable · Hiring · 5% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that aggregates professional contact data, including email addresses, phone numbers and social profiles, and offers search and prospecting tools for sales,…
Serves B2B teams and professionals seeking contact data for prospecting and outreach, including sales, marketing and recruiting users.
Financial Health
WeakWeak · Hiring · 3% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides an online platform for financial advisers to source and compare later‑life and equity release mortgages. Offers tools for client fact finding, compliance documentation, quick quotes,…
Serves financial advisers, mortgage brokers and equity release specialists advising clients on later-life mortgages, plus referral partners and lenders in the equity release market.
Financial Health
StableStable · Hiring · 29% CAGR over 5y
Location
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Financial sub-scores
Computed from 5 filingsProvides an online lead intelligence platform that searches large databases to find professional contact details including email addresses, phone numbers and social media profiles, supporting sales…
Serves B2B sales, marketing and recruiting teams that need professional contact data for lead generation and outreach.
Financial Health
DistressedDistressed · Hiring · 4% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsDevelops a cybersecurity exposure management platform that simulates real‑world cyberattacks to test security controls, identify exploitable vulnerabilities, map attack paths, and prioritise…
Serves enterprise cybersecurity teams, including CISOs, SecOps/SOC, red teams, detection engineering and vulnerability management functions, across industries such as financial services and credit…
Financial Health
HealthyHealthy · -62% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides an online lead intelligence platform and database that identifies email addresses, phone numbers and social media profiles for professionals and companies, used by sales and marketing teams…
Serves B2B sales, marketing and recruiting teams that need professional contact data for lead generation, prospecting and outreach.
Financial Health
StableStable · -29% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops finance process automation software for enterprises, including accounts receivable and payable automation, invoice processing and capture, collections and credit management, e‑invoicing,…
Serves B2B enterprise finance organisations, including CFOs and accounts payable, accounts receivable, payments and treasury teams managing global finance operations and B2B payment processes.
Financial Health
StableStable · -65% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides an online lead intelligence platform that aggregates professional contact data, including email addresses, phone numbers and social profiles, and offers search tools and integrations for…
Serves businesses, particularly sales, marketing and recruiting teams conducting outbound outreach to professional contacts.
Financial Health
DistressedDistressed · -16% CAGR over 4y
Location
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Computed from 5 filingsProvides a software platform for digital customer onboarding and compliance. Offers AI‑driven KYC, KYB and AML verification, identity document checks, risk scoring, monitoring, and workflow…
Serves compliance, risk, product and onboarding teams at regulated businesses, including fintech, banking, crypto, wealth and asset management, gambling, telecoms, legal services and luxury sectors.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 4 filingsDevelops software for enterprise service management and IT financial management, including tools for workflow automation, knowledge management, and cost and performance management. Also provides…
Serves large enterprises and service organizations, targeting CIOs, CFOs, IT, finance, HR and customer service leaders responsible for enterprise services, IT finance, performance management and…
Financial Health
HealthyHealthy · Hiring · 4% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that searches databases to identify professionals’ email addresses, phone numbers, and social profiles. Offers tools and integrations for sales, recruiting, and…
Serves B2B sales, marketing and recruiting teams that use professional contact data for lead generation and outreach.
Financial Health
WeakWeak · Hiring · 9% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides an online database and search platform that supplies email addresses, phone numbers, and social media profiles for professionals and companies, enabling sales, marketing, and recruitment…
Serves B2B sales, marketing, recruiting and business development teams that need professional contact data for outreach, including emails, phone numbers and social profiles.
Financial Health
DistressedDistressed · -68% CAGR over 4y
Location
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Computed from 3 filingsProvides an online platform for managing company equity, share schemes and shareholder records. Tools include cap table management, issuing shares and options, company valuations, fundraising…
Serves startups, scaleups, SMEs and larger companies, as well as accountants, advisors, CFOs/FDs, founders, HR teams, company secretaries and investors.
Financial Health
HealthyHealthy · 3% CAGR over 2y
Location
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Computed from 3 filingsDevelops and supplies enterprise content management and document management software for digital business processes, including archiving, invoice processing, contract management and HR document…
Serves businesses and public-sector organisations needing enterprise document and process management, including banks, insurers, energy companies, manufacturers, associations, SAP users, and software…
Financial Health
StableStable · -7% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops artificial intelligence software for financial services firms, including AI assistants for financial advisers, automated compliance and quality assurance monitoring, and…
Serves financial services firms of all sizes, from SMEs to large enterprises, targeting financial advisers, QA assessors, advice team managers, compliance/risk leaders and Consumer Duty teams.
Financial Health
HealthyHealthy · -59% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsProvides an online database and search tools for finding professional contact information, including email addresses, phone numbers and social profiles. Offers lead intelligence and integrations to…
Serves B2B sales, marketing and recruitment teams that need professional contact data for prospecting, outreach and lead generation.
Financial Health
DistressedDistressed · -23% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsDevelops cybersecurity software for privileged access management, SSH key and credential management, secure file transfer, and encryption. Also provides quantum‑safe cryptography tools, secure…
Serves enterprise and public-sector security and IT teams, including managed service providers, operational technology operators, federal government agencies and healthcare organisations managing…
Financial Health
DistressedDistressed · -18% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops and provides a Microsoft 365 add‑in that automates creation of PowerPoint, Word and Excel documents, linking data, managing templates and content libraries, and checking brand and data…
Sells B2B to investment banks, advisory firms, asset managers, private equity firms and corporate financial reporting teams, with users in M&A, consulting, sales and reporting roles.
Financial Health
HealthyHealthy · Hiring · 18% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides email analytics and response-time tracking software for Outlook, Microsoft 365 and Gmail. The platform measures team email performance, assigns response deadlines, prioritises messages, and…
Serves mid-market and enterprise businesses with customer-facing email teams, including customer service, success, account management and internal service teams in legal, property management,…
Financial Health
HealthyHealthy · Hiring · 16% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that searches a database of professionals to find work email addresses, phone numbers and social profiles, and offers tools and APIs to automate prospecting,…
Serves B2B teams that need professional contact data for outreach, including sales, marketing, recruiting and lead generation users.
Financial Health
HealthyHealthy · -70% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides lead intelligence software that searches databases of professionals to find email addresses, phone numbers and social media profiles, enabling sales, recruitment and marketing teams to…
Targets B2B sales, recruiting and marketing professionals and teams, including individual prospectors and organisations running outbound outreach and lead generation campaigns.
Financial Health
StableStable · -16% CAGR over 4y
Location
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Provides data, research, analytics platforms and consulting on global natural resources and energy sectors. Covers oil and gas, power and renewables, metals and mining, chemicals and energy…
Sells primarily to B2B and institutional customers in global natural resources and energy markets, including oil and gas, power and renewables, metals and mining, chemicals and commodity trading…
Location
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Financial sub-scores
Computed from 2 filingsProvides a lead intelligence platform that searches a database of professionals and companies to find verified email addresses, phone numbers, and social media profiles, supporting sales prospecting,…
Serves B2B sales, marketing and recruiting teams at companies that prospect professionals, build lead lists and run outbound outreach across a range of industries.
Financial Health
HealthyHealthy · -20% CAGR over 1y
Location
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Financial sub-scores
Computed from 3 filingsProvides a lead intelligence platform that searches databases of professional profiles to find email addresses, phone numbers and social media details, and offers tools to automate prospecting and…
Serves B2B sales and marketing teams, recruiters, and other business users seeking professional contact data for lead generation and outreach.
Financial Health
WeakWeak · 2% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that identifies professional contact details, including email addresses, phone numbers and social media profiles, and supports sales, recruiting and business…
Serves B2B sales, marketing, recruiting and business development teams seeking contact data for professionals, typically at companies running outbound outreach, prospecting, lead generation and…
Financial Health
HealthyHealthy · -9% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides a lead intelligence platform that aggregates contact data for professionals, including email addresses, phone numbers and social profiles, and offers search tools and integrations to support…
Sells to B2B sales, marketing and recruiting teams that need professional contact data for lead generation, prospecting and outreach.
Financial Health
WeakWeak · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that searches a large database of professionals to find email addresses, phone numbers and social media profiles, supporting sales prospecting, contact…
Targets businesses and professionals running lead generation and outreach, especially sales and marketing teams seeking contact data for prospects.
Financial Health
StableStable · 0% CAGR over 5y
Location
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Financial sub-scores
Computed from 5 filingsProvides a lead intelligence platform that identifies email addresses, phone numbers and social media profiles for professionals, offering a searchable contact database and tools to support…
Serves B2B sales and outreach teams seeking professional contact data for lead generation, prospecting and automated outreach.
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsProvides an online lead intelligence platform that identifies business professionals and supplies associated email addresses, phone numbers and social profiles, enabling users to search contacts and…
Sells to B2B teams that need prospecting data, especially sales, marketing, recruiting and business development users seeking contact details for professionals and companies.
Financial Health
HealthyHealthy · Hiring · 14% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsDevelops physics‑based engineering software for designing, simulating and optimising heating, ventilation and air conditioning (HVAC) systems. The platform provides tools for system modelling,…
Serves B2B HVAC engineers, MEP consultants, building-services contractors and property portfolio teams working on commercial building heating, cooling and air-handling projects, especially those…
Financial Health
HealthyHealthy · Hiring · 10% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides an online lead intelligence platform that aggregates professional contact data, enabling users to search for and obtain business email addresses, phone numbers and social profiles to support…
Serves B2B sales, marketing, recruiting and business development teams, from individual users to companies running lead generation, outreach or hiring campaigns.
Financial Health
StrongStrong · 4% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsProvides a database and software tools that identify business professionals’ email addresses, phone numbers and social profiles, enabling sales, recruiting and marketing teams to research prospects…
Serves B2B sales, marketing, recruiting and business development teams that need professional contact data for prospecting and outreach, from small businesses to larger organisations.
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsProvides a database and search platform for finding professional contact information, including email addresses, phone numbers and social media profiles, used by sales and recruitment teams for…
Serves B2B sales, marketing and recruiting teams needing professional contact data for prospecting, lead generation and outreach.
Financial Health
StableStable · -3% CAGR over 4y
Location
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Computed from 5 filingsDevelops ESG management and reporting software that helps organisations track, measure and report sustainability performance. Also provides ESG consulting, carbon footprint analysis, supply chain…
Serves businesses and organisations seeking ESG and sustainability support, including companies managing internal reporting, investment or property portfolios, supply chains, and hospitality…
Financial Health
HealthyHealthy · Hiring · 37% CAGR over 4y
Location
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Computed from 4 filingsProvides carbon accounting software for food businesses. The platform converts food purchasing and recipe data into Scope 1–3 greenhouse‑gas emissions calculations, reporting aligned with GHG…
Serves B2B food operations, including caterers, venues, restaurants, hotels, foodservice operators and food producers, targeting sustainability, procurement and leadership teams managing Scope 1–3…
Financial Health
WeakWeak · -9% CAGR over 3y
Location
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Computed from 2 filingsDevelops software tools and a cloud platform for reinforcement learning operations (RLOps). Provides frameworks to train, tune, evaluate and deploy AI agents and fine‑tuned language models, including…
Serves AI/ML researchers, engineers and operators in enterprise teams, research labs and institutions, with focus on defence, finance, robotics and logistics, plus students, hobbyists and individual…
Financial Health
DistressedDistressed · 0% CAGR over 1y
Location
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Financial sub-scores
Computed from 3 filingsServes B2B sales, marketing and recruiting teams seeking professional contact data for prospecting and outreach.
Financial Health
StableStable · -9% CAGR over 2y
Location
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Financial sub-scores
Computed from 2 filingsProvides a lead intelligence platform that helps users find professional contact details, including email addresses, phone numbers and social profiles, and search a database of professionals to…
Sells to B2B sales, marketing and recruiting teams, plus business development professionals and agencies running prospecting and outreach campaigns.
Financial Health
StableStable · 0% CAGR over 1y
Location
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Computed from 4 filingsDevelops and provides I‑Plan supply chain planning software for process manufacturers, supporting sales and operations planning, demand and supply planning, production scheduling, inventory…
Sells to B2B process manufacturers seeking sales and operations planning tools, particularly firms in paper and packaging, plastics, metal, and food and drink, including planning, supply chain,…
Financial Health
HealthyHealthy · Hiring · 22% CAGR over 3y
Location
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Computed from 5 filingsProvides an online lead intelligence platform that searches databases to find email addresses, phone numbers and social media profiles of professionals, supporting sales, recruiting and outreach with…
Serves B2B sales, marketing and recruiting teams that need professional contact data for prospecting, lead generation and outreach.
Financial Health
StableStable · -9% CAGR over 4y
Location
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Computed from 5 filingsProvides a software platform offering SDKs and APIs that enable developers to add social and community features to mobile apps and websites, including activity feeds, messaging, groups, live…
Serves B2C brands and digital businesses with apps or websites, including retail, fitness, travel, sports, health, fintech, media, edtech, gaming and betting companies.
Financial Health
HealthyHealthy · Hiring · 14% CAGR over 4y
Location
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Computed from 3 filingsServes B2B sales, marketing and recruiting teams that need professional contact data for lead generation and outreach.
Financial Health
WeakWeak · 0% CAGR over 2y
Location
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Computed from 4 filingsProvides an online lead intelligence platform that searches databases of professionals to find email addresses, phone numbers, and social profiles, and offers tools and integrations to support sales…
Serves B2B sales, marketing and recruiting teams seeking professional contact data for prospecting, lead generation and outreach.
Financial Health
StrongStrong
Location
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Computed from 5 filingsProvides a lead intelligence platform that aggregates contact data for professionals, enabling users to find email addresses, phone numbers and social profiles, and manage prospecting and outreach…
Serves B2B sales, marketing, recruitment and business development teams that need professional contact data for prospecting, lead generation and outreach.
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides a lead intelligence platform that aggregates contact data for professionals, including email addresses, phone numbers and social profiles, and offers tools to search databases and support…
Serves B2B sales, recruiting, marketing and business development teams seeking contact data for professionals and company decision-makers for prospecting, outreach and hiring.
Financial Health
StrongStrong · Hiring · 6% CAGR over 4y
Location
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How Supademo 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.
Supademo is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
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