B2B Companies Using X Ads in the UK: 191 Active Firms (2026)
B2B companies running paid social advertising sell products or services to other organisations, in a UK market governed by PECR and UK GDPR.
For B2B suppliers, adoption of this paid-social advertising system points to a sales motion that already has marketing operations, audience segmentation and measurement in place. The buying centre is usually revenue or demand generation, with input from data protection, sales operations and external media specialists where retargeting or account-based marketing is used. It is more common among software, IT services, marketing services and other business-service providers than among purely offline operators. Engagements tend to be managed as test-and-optimise demand generation rather than broad consumer advertising, so the relevant signal is commercial maturity: a firm is willing to pay for direct-channel reach and attribution, while accepting the compliance work around business-contact data.
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Around 191 actively trading UK B2B companies are running this advertising system. Reported headcount totals 1,871 people across 117 firms, with all 117 reporting headcount. Within detected advertising usage for the B2B cohort, the system sits fourth, with a 2.2% share; that places it behind larger search, professional-network and publisher-led advertising channels rather than at the centre of the paid-media stack. Regional concentration is clear but not absolute: London accounts for 41.4% of adopters, followed by the South East at 14.7%, the South West at 7.9%, the North West at 7.3% and the East of England at 6.8%.
B2B marketing regulation turns on the activity being carried out, not on a single sector licence. PECR covers direct marketing by live or automated calls, electronic mail and fax, while UK GDPR applies where personal data is processed, including business-contact details used for targeting or retargeting. ICO guidance treats emails and texts to corporate subscribers differently from messages to individual subscribers: PECR consent is not required for corporate bodies, but senders must identify themselves and provide a valid opt-out route. Live B2B calling also brings screening duties against CTPS and TPS, and businesses that have objected should not be called.
Adoption appears selective rather than mainstream within UK B2B marketing. The channel tends to suit suppliers with a defined audience, repeatable messaging and enough marketing operations capacity to connect media spend with pipeline attribution. Smaller teams may keep using it for retargeting or event-led campaigns, while more mature operators are likely to fold it into broader account-based and lifecycle programmes. Privacy expectations will keep shaping implementation: cleaner consent records, clearer opt-outs and tighter governance around audience uploads matter more than channel experimentation for many firms. Bundling across ad, analytics and tag-management stacks may also make adoption less visible as a separate buying decision.
Adoption by company size
Adoption of X Ads varies by company size across the trading UK B2B companies in this cohort. 0.2% of the 76,784 companies with under 10 employees run X Ads (129 detected). 0.2% of the 31,788 companies with 10–50 employees run X Ads (54 detected). 0.1% of the 3,773 companies with over 50 employees run X Ads (5 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
191
Active firms
2026
2.2%
Of detected Advertising share
UK B2B
6
Median headcount
Filed accounts
461
Verified contacts
Across this cohort
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Key facts
About 8% of the trading cohort reports turnover above £5M (16 of 191 firms) — the rest sits below that revenue band.
8% of the cohort was incorporated since 2022 (17 firms), so a sizeable share is in its first few filing cycles.
X Ads appears in 2.2% (191) of detected Advertising stacks among B2B suppliers, from 8,625 companies with a detectable system.
London accounts for 41.4% (79) of X Ads-running B2B suppliers, followed by the South East at 14.7% (28).
The detected stack is measurement-led: 75.4% (144) also run tag management, 64.4% (123) site analytics and 61.8% (118) another professional-network advertising system.
SaaS is the largest overlapping tag in the X Ads-running B2B cohort at 32.5% (62), ahead of Startup and AI & Machine Learning at 12.6% (24) each.
ICO guidance puts B2B live or automated calls, electronic mail and fax under PECR, while UK GDPR still applies where personal data is processed.
Advertising market share among UK B2B
Share of the 8,625 UK B2B with a detectable system. As of June 2026.
What else do X Ads-running B2B run?
Share of the 191 X Ads-running UK companies where each technology was also detected. As of June 2026.
Where X Ads 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.
6
Median headcount
£650.6K
Median UK turnover
8.4%
Above £5M turnover
17
Incorporated since 2022
461 verified decision-maker contacts
across these 191 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2B using X Ads
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 conversational artificial intelligence software that automates customer service and operational workflows. Provides multilingual chat and voice interactions, system integrations, and AI…
Sells to organisations needing AI customer engagement and workflow automation, especially healthcare providers, financial services firms, banks, insurers, forex businesses, iGaming operators and…
Financial Health
StrongStrong
Location
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Computed from 3 filingsDevelops cloud-based IT management software that enables organisations and managed service providers to monitor and manage endpoints, deploy patches, automate IT tasks, perform remote support, manage…
Sells to enterprise IT teams, managed service providers, and IT departments in sectors including software, healthcare, education, financial services, and federal, state and local government.
Financial Health
StrongStrong · Hiring · 51% CAGR over 2y
Location
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Computed from 4 filingsProvides software and outsourced services for private market fund administration. Platform supports investor onboarding, AML/KYC, CRM, registry management, capital calls and distributions, fund…
Serves B2B private market fund managers of all sizes, including real estate, private credit, private equity and venture capital firms, targeting finance, investor relations, compliance and executive…
Financial Health
HealthyHealthy · 0% CAGR over 3y
Location
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Computed from 5 filingsDevelops software and services for managing indirect taxes. Provides a platform for VAT compliance, e‑invoicing, VAT recovery and cross‑border payment processing, alongside consultancy, VAT…
Serves B2B customers, mainly multinational and multi-jurisdiction businesses, targeting indirect tax, VAT, finance and accounts payable teams responsible for compliance across countries.
Financial Health
HealthyHealthy · -4% CAGR over 4y
Location
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Computed from 5 filingsProvides digital marketing services for B2B companies, including SEO, paid search and social advertising, account-based marketing, content strategy, remarketing, conversion rate optimisation,…
Serves mid-market and enterprise B2B technology companies, particularly marketing and growth leaders responsible for demand generation, demand capture and full-funnel performance across multiple…
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 4 filingsDevelops AI software that analyses publicly available data to detect breaking events, emerging threats, and operational risks in real time. Provides alerting and intelligence platforms used by…
Serves large enterprises, government agencies, public sector emergency and law enforcement teams, newsrooms, nonprofits and humanitarian organisations, with buyers in corporate security, cyber risk,…
Financial Health
StrongStrong · Profitable · -8% CAGR over 3y
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Computed from 5 filingsProvides software platforms for (re)insurance and banking operations including underwriting, claims, accounting, treasury management, FX trading and payments. Also delivers implementation, managed…
Serves B2B financial services organisations, including reinsurance and insurance companies, captives, MGUs, banks, treasury and trading teams, and other financial institutions operating across…
Financial Health
WeakWeak · -69% CAGR over 4y
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Computed from 5 filingsProvides managed IT services including help desk support, cybersecurity, network connectivity, cloud and Azure consulting, disaster recovery, contact centre systems, and unified communications. Also…
Serves B2B customers, mainly scaling SMEs in London and the South East, across financial markets, legal, media, public services, recruitment, retail and non-profit sectors.
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
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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 3 filingsDevelops portfolio monitoring software for private equity, venture capital and institutional investors. The platform aggregates data from accounting and business systems, automates data collection…
Serves private markets investment firms, including private equity, venture capital and institutional investors, targeting portfolio monitoring, operations and reporting teams managing multi-company…
Financial Health
StrongStrong · Hiring · 53% CAGR over 2y
Location
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Computed from 2 filingsDevelops banking and lending software for financial institutions, including core banking systems, digital banking tools, payment processing, crypto asset management, deposit management, regulatory…
Serves B2B financial institutions, including banks, building societies and lenders across retail, wholesale, asset finance and dealer floorplan financing, plus teams responsible for payments,…
Financial Health
StrongStrong
Location
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Computed from 2 filingsProvides payment processing and merchant acquiring services for e‑commerce businesses. Offers multi‑currency payment methods, business accounts, card issuing and payout services through an electronic…
Serves B2B merchants and digital brands in eCommerce, travel and hospitality, gaming, subscription services, transportation and entertainment, especially businesses needing multi-currency payments…
Financial Health
StableStable · Hiring · 142% CAGR over 1y
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Computed from 5 filingsProvides digital security certificates and certificate lifecycle management software. Issues SSL/TLS certificates, code signing and S/MIME email certificates, and offers automated platforms to…
Serves businesses of all sizes, especially enterprise IT, identity and security teams, as well as smaller organisations buying SSL, code-signing, email security and brand certificates online.
Financial Health
HealthyHealthy · -45% CAGR over 4y
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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
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Computed from 5 filingsProvides financial crime risk management tools including AML screening and monitoring software, AI‑assisted due diligence investigations, risk intelligence reports, compliance training, and advisory…
Sells to businesses of all sizes, from SMEs to corporates, plus some individuals, needing financial crime prevention support. Targets compliance, risk and due diligence users seeking AML, KYB,…
Financial Health
StableStable · Hiring · 44% CAGR over 4y
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Computed from 3 filingsDevelops software and provides consulting and managed services for SAP environments, including test data management, system landscape transformation, data privacy and security tools, HCM reporting,…
Serves enterprise SAP customers, including IT, HR/payroll, security, compliance and transformation teams in large organisations using SAP landscapes, HCM/Payroll, SuccessFactors, S/4HANA and cloud…
Financial Health
HealthyHealthy · Hiring · 12% CAGR over 2y
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Provides price benchmarks, market data, news and analysis for energy and chemical commodity markets including oil, gasoline, diesel, jet fuel, LPG, petrochemicals and renewable fuels. Also offers…
Sells primarily to B2B and institutional buyers in energy and commodity markets, including refiners, fuel suppliers, wholesalers, retailers, traders, transport firms, municipalities and financial…
Financial Health
N/AN/A
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Computed from 5 filingsProvides B2B telemarketing and sales development services, including lead generation, appointment setting, account-based marketing, inbound call handling, and sales pipeline management, alongside…
Serves B2B organisations’ sales and marketing teams, including companies needing support reaching target accounts, qualifying leads, engaging decision-makers, or improving sales and marketing data.
Financial Health
HealthyHealthy · Hiring · 22% CAGR over 4y
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Computed from 5 filingsProvides a secure cloud-based collaboration platform that enables organisations to create online workspaces for teams and external stakeholders. Features include document management, task management,…
Serves public sector organisations, enterprises and not-for-profits needing to involve internal teams, external stakeholders, partners, clients and suppliers in cross-organisation projects.
Financial Health
HealthyHealthy · -7% CAGR over 4y
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Computed from 5 filingsProvides software for subcontractors to manage construction projects, surveys, installations and inspections. The platform includes digital forms, drawing markups, approvals, timesheets, GPS…
Serves B2B construction subcontractors, including regulated trade contractors, contracts managers, supervisors and site operatives, with site and office teams managing projects, compliance and…
Financial Health
HealthyHealthy · Hiring · 66% CAGR over 4y
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Computed from 4 filingsProvides marketing and CRM consultancy services for B2B organisations, specialising in HubSpot implementation, onboarding and integration. Aligns marketing, sales and customer data, develops…
Serves B2B leadership teams in growing organisations using or adopting HubSpot, with sector focus on manufacturing, law and events, and buyers across sales, marketing, service and revenue operations.
Financial Health
StrongStrong · Growing · 0% CAGR over 3y
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Computed from 4 filingsDevelops software for compliance and security in unified communications platforms, capturing, archiving and analysing voice, video, chat and other collaboration data. Provides tools for supervision,…
Serves regulated enterprises and public-sector organisations, especially financial services, state and local government, telemedicine, education and manufacturing teams responsible for communications…
Financial Health
StrongStrong · Hiring · 52% CAGR over 3y
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Computed from 5 filingsProvides consulting and implementation services for Oracle customer experience and enterprise applications, including Oracle CX Cloud, SaaS, PaaS and Siebel CRM. Services include advisory, system…
Serves enterprise and public-sector organisations using Oracle technologies, including business systems, customer experience, service, sales, marketing and IT teams.
Financial Health
HealthyHealthy · Hiring · 2% CAGR over 5y
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Computed from 5 filingsDesigns and supplies hardware‑encrypted data storage products including encrypted USB flash drives, external HDDs and SSDs, and self‑encrypting internal drives. Also provides cloud encryption…
Sells to businesses, public sector bodies and some individual buyers needing secure data storage, especially in government, healthcare, education, legal and federal sectors. Targets organisations of…
Financial Health
HealthyHealthy · -5% CAGR over 4y
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Computed from 4 filingsDevelops cloud-based practice management software for medical, wellness and aesthetic clinics. Provides tools for appointment scheduling, electronic medical records, patient portals, telehealth,…
Sells to private healthcare and wellness providers, including medspas, aesthetic clinics, dermatology, cosmetic surgery, private GP, fertility, mental health, therapy and physiotherapy practices,…
Financial Health
HealthyHealthy · Hiring · 5% CAGR over 3y
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Computed from 5 filingsDevelops application delivery controller software providing load balancing, global server load balancing, web application firewall, and traffic management tools for cloud, on‑premise, and hybrid…
Serves IT and infrastructure teams in enterprises, managed service providers, banks, healthcare organisations, and public sector and education bodies.
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HealthyHealthy · 0% CAGR over 4y
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Computed from 5 filingsProvides cloud-based VoIP phone systems for businesses, enabling management of business telephony through hosted services, including virtual phone numbers, call routing, and telecoms administration…
Serves small businesses and enterprise organisations seeking business phone systems, telecoms management and virtual numbers, with buyers likely including operations, IT and communications teams.
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StableStable · 0% CAGR over 4y
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Computed from 5 filingsDevelops and provides a real-time audience engagement platform offering live polling, moderated Q&A, quizzes, surveys and word clouds. Integrates with tools such as Microsoft Teams and PowerPoint for…
Serves universities and businesses worldwide, including lecturers, teachers, trainers, presenters and internal communications or meeting leaders running classes, training, town halls, webinars and…
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StableStable · -67% CAGR over 4y
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Computed from 2 filingsProvides demand generation and marketing services for B2B software companies, including campaign strategy, live event and webinar marketing, multi‑channel outreach, social content creation, data…
Serves B2B software companies globally, targeting growth, marketing and revenue teams that need support reaching target accounts, generating demand and scaling customer acquisition.
Financial Health
StrongStrong · Growing, Hiring · 225% CAGR over 1y
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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.
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StrongStrong · Hiring · 50% CAGR over 4y
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Computed from 5 filingsOrganises conferences, executive discussion forums and online content platforms focused on data, analytics, cybersecurity and technology leadership. Produces articles, reports, podcasts and…
Serves C-suite and senior executives in data, analytics, information security, risk and asset operations at businesses globally.
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StableStable · -68% CAGR over 4y
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Computed from 5 filingsProvides standards development, certification, testing, auditing and training services. Assesses organisations against international standards such as ISO for quality, information security,…
Serves businesses and public-sector organizations across built environment, consumer, retail, food, energy, government, healthcare and ICT sectors, especially teams responsible for quality, safety,…
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StrongStrong · Growing, Hiring · 39% CAGR over 4y
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Computed from 5 filingsProvides management and technology consulting services, helping organisations develop strategy, design products and services, implement digital, data and AI capabilities, improve organisational…
Serves senior leaders in large private and public sector organisations across consumer and manufacturing, defence, energy, financial services, government, health, life sciences and transport.
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StrongStrong · Growing · 0% CAGR over 4y
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Computed from 2 filingsProvides SAP consultancy and implementation services, including S/4HANA migration, ERP deployment, cloud services, and application support. Also offers managed SAP operations, data migration,…
Serves UK organisations using or adopting SAP, including public sector bodies and businesses in oil and gas, manufacturing, fashion retail, transport and rail, and food and beverage.
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StableStable · 8% CAGR over 1y
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Computed from 4 filingsProvides mergers and acquisitions advisory, accountancy, tax planning, and legal services to startups and SMEs. Supports fundraising, corporate governance, R&D tax relief claims, share option…
Serves fast-growth startups and SMEs in the UK, including founders, investors, management teams and stakeholders from formation through fundraising, scaling and exit.
Financial Health
StableStable · Hiring · 13% CAGR over 3y
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Computed from 4 filingsOrganises industry conferences, summits, webinars and workshops that connect professionals, investors and experts in technology, healthcare, legal and consumer sectors, providing research-driven…
Serves B2B audiences: executives, founders, investors and professionals in health, technology, legal/compliance and consumer sectors, especially early adopters and growth-market leaders seeking…
Financial Health
HealthyHealthy · -81% CAGR over 3y
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Computed from 3 filingsDevelops and supplies media processing and content delivery technology for broadcasters and content providers, including platforms for live event contribution, remote production, video compression,…
Serves B2B media and entertainment organisations, including broadcasters, telcos, production companies, content owners, head-end operators and hospitality venues.
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StrongStrong · Growing, Hiring · 41% CAGR over 2y
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Computed from 5 filingsProvides revenue-based finance and merchant cash advances to small and medium-sized businesses. Offers unsecured funding repaid as a percentage of future credit and debit card sales, used for cash…
Serves UK SMEs that take card payments, including high street and online retailers, hospitality operators, service businesses, shop owners, restaurant owners and vet practices needing business…
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HealthyHealthy
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Computed from 5 filingsProvides IT consulting, integration and managed services focused on cloud computing, cybersecurity, networking and collaboration platforms. Designs, implements and supports digital infrastructure, AI…
Serves businesses and public sector organisations of all sizes, including healthcare, financial services, retail, manufacturing, media, gaming, legal, energy, utilities and federal customers.
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 4y
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Computed from 2 filingsDevelops and provides an automated network assurance platform that discovers, models and analyses enterprise network infrastructure to create a digital twin, validate configurations, monitor security…
Serves large enterprises with complex, multi-vendor networks, targeting network operations, security, compliance and digital transformation teams responsible for critical infrastructure.
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StrongStrong · -9% CAGR over 1y
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Computed from 4 filingsDevelops business intelligence and analytics software providing dashboards, data visualisation, automated analysis and reporting tools. Platform supports embedded analytics in other applications,…
Serves enterprises, software companies, OEMs, application developers and data teams needing BI and embedded analytics, across sectors including financial services, healthcare, manufacturing, retail,…
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StableStable · -85% CAGR over 3y
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Computed from 3 filingsProvides software development and IT consulting services including digital product design, cloud solutions, AI and machine learning, embedded and enterprise software engineering, mobile app…
Serves enterprises and public-sector organisations, especially in automotive, financial services, healthcare, geospatial, media, Industry 4.0, agritech, energy, education, defence and aerospace.
Financial Health
HealthyHealthy · Hiring · 47% CAGR over 2y
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Computed from 5 filingsDevelops and provides document management and workflow automation software, including cloud and on‑premise platforms for capturing, indexing, storing and processing business documents, with tools for…
Serves small and mid-sized businesses, large enterprises and public-sector bodies, especially finance, HR and sales teams in auto dealerships, financial services, healthcare, higher education,…
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StableStable · -58% CAGR over 4y
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Computed from 3 filingsProvides software development and IT consulting services, including engineering, cloud and DevOps implementation, big data and analytics, AI and machine learning, IoT, cybersecurity, and experience…
Serves B2B enterprise and mid-market organisations across multiple industries, targeting technology, product and operations leaders responsible for digital transformation, data, cloud, AI and…
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StrongStrong · 4% CAGR over 2y
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Computed from 3 filingsDevelops software tools for enterprise customer experience platforms including Genesys Cloud, Genesys Engage and Amazon Connect. Provides automation, configuration management, auditing and no‑code…
Sells to enterprise teams using customer experience platforms such as Genesys Cloud, Genesys Engage, AWS and Amazon Connect, including IT, operations and business users managing complex CX…
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HealthyHealthy · Hiring · 15% CAGR over 2y
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Computed from 5 filingsProvides an online property data and site‑finding platform for residential developers and investors. The system aggregates planning records, ownership data, property comparables, constraints, and…
Serves property and land professionals, primarily residential developers and investors, plus land and new homes agents, deal sourcers, planners, architects, commercial developers, occupiers,…
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WeakWeak · 0% CAGR over 4y
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Computed from 5 filingsProvides a cloud platform‑as‑a‑service for developing, deploying, and managing web applications. Supports multiple programming languages and frameworks, Git‑driven workflows, preview environments,…
Sells to development teams and platform engineering leaders at businesses and public-sector organisations, including SaaS, ecommerce/CMS, financial services, government, manufacturing, higher…
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StrongStrong · Growing, Hiring · 24% CAGR over 4y
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Computed from 5 filingsDevelops and operates a SaaS platform for billing, e‑commerce and business process automation. Software supports invoicing, subscription management, service provisioning, client management and…
Serves B2B subscription and service businesses, including web hosting providers, SaaS companies, digital agencies and other online service providers with recurring client relationships.
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StrongStrong · Growing, Hiring · 22% CAGR over 4y
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Computed from 3 filingsProvides digital asset infrastructure software for financial institutions and fintech companies, including custody and wallet technology, treasury management, payment and settlement tools,…
Serves B2B customers in digital assets, including fintechs, crypto exchanges, trading firms, payments companies, banks, Web3 businesses and startups, from high-volume retail platforms to…
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StrongStrong · Hiring · 19% CAGR over 2y
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Computed from 4 filingsProvides data centre and IT infrastructure consultancy, design and build services. Supplies prefabricated modular data centres, power and cooling systems, unified communications and monitoring tools,…
Serves organisations with critical IT environments, including data centre operators, enterprises running on-premises, edge or distributed infrastructure, and teams responsible for cloud…
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StrongStrong · Growing, Hiring · 22% CAGR over 6y
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Showing 50 of 191 — +141 more with verified decision-maker contacts, live data, and CRM sync.
Unlock all 191 leads
Showing 50 of 191 — +141 more with verified decision-maker contacts, live data, and CRM sync.
How X Ads 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.
X Ads 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
How many UK B2B companies use X Ads?
What share of UK B2B companies run X Ads?
How is X Ads usage detected?
What size B2B companies use X Ads in the UK?
What do X Ads-running B2B companies also run?
Can I get contact details for these companies?
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