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B2C Using AppsFlyer in the UK: 89 Active Firms (2026)
B2C companies running mobile attribution tools sell directly to consumers and measure digital acquisition across UK web and app channels.
For consumer-facing app and web operators, mobile attribution sits between paid media, app-store journeys, web checkout and retention analysis. Adoption usually signals a marketing team that buys performance media, runs cohort-level lifecycle campaigns, and needs to reconcile installs, app events and purchases across channels. The buying centre tends to be growth, CRM or product analytics rather than central IT, although finance may care about media-spend reconciliation. Engagements are often mid-market in character: enough budget for specialist measurement and tag governance, but still close to lean commercial teams rather than long enterprise procurement.
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UK adoption is narrow: the cohort contains 89 actively trading companies running a specialist mobile-attribution tag. Within the analytics category, that places the tool below broad web-analytics, site-plugin and behaviour-measurement tools, at 0.3% detected share. Sport and leisure accounts for 66.3% of the cohort, while gaming contributes 10.1%. The regional skew is not London-only: London represents 21.3%, followed by the East of England at 19.1%, the West Midlands and South East at 12.4% each, and the East Midlands at 9.0%. Reported headcount totals 283, consistent with lean consumer operators rather than large employer groups.
Consent design sits close to procurement for this stack, because attribution tags connect advertising identifiers, device signals, app events and purchase paths. Consumer-facing firms need contracts that specify controller and processor roles, retention periods, cross-border transfer terms and deletion workflows. The operating context also creates vendor-management work: attribution is rarely a standalone choice, and tends to sit alongside consent tooling, web analytics, cloud hosting and campaign-management systems. Where sport and leisure, gaming, finance, travel or charity services are involved, product and legal teams are likely to scrutinise audience segmentation, re-engagement rules and any sharing of conversion events with media partners.
Adoption appears most durable where mobile apps are central to revenue and paid acquisition is managed as a repeatable operating process, not an occasional campaign. Smaller consumer businesses may lean towards bundled analytics and media-platform reporting until attribution disputes, retention analysis or channel mix make specialist tooling worth the overhead. The cohort also looks exposed to consolidation in the measurement stack: privacy limits, consent friction and tighter marketing budgets tend to favour fewer tags with clearer ownership. Scale-up scarcity suggests usage will remain concentrated among operators with mature growth teams rather than spreading evenly across all consumer sectors.
89
Active firms
2026
0.3%
Of detected Analytics share
UK B2C
8
Median headcount
Filed accounts
333
Verified contacts
Across this cohort
Key facts
About 3% of the trading cohort reports turnover above £5M (3 of 89 firms) — the rest sits below that revenue band.
4% of the cohort was incorporated since 2022 (4 firms), so a sizeable share is in its first few filing cycles.
The attribution tool accounts for 0.3% (89) of detected Analytics installations in this B2C slice, from a denominator of 30,304 companies with a detectable system.
Registered addresses skew towards London at 21.3% (19), followed by the East of England at 19.1% (17).
The stack is usually broader than attribution alone: 83.1% (74) also run a tag-management tool, while 71.9% (64) also run cloud infrastructure.
Sport & Leisure dominates the detected sector mix at 66.3% (59), with Gaming at 10.1% (9).
Financial-health classifications are mixed, with 27.0% (24) classed as stable, 21.3% (19) as weak and 12.4% (11) as distressed.
Analytics market share among UK B2C
Share of the 30,304 UK B2C with a detectable system. As of June 2026.
What else do AppsFlyer-running B2C run?
Share of the 89 AppsFlyer-running UK companies where each technology was also detected. As of June 2026.
Where AppsFlyer B2C 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.
8
Median headcount
£291.2k
Median UK turnover
3.4%
Above £5M turnover
4
Incorporated since 2022
333 verified decision-maker contacts
across these 89 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2C using AppsFlyer
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 and publishes free‑to‑play video games, primarily for mobile platforms, including game design, programming, live operations, ongoing content updates, and player support services.
Targets consumer video game players, particularly free-to-play audiences interested in collect, nurture and train gameplay.
Financial Health
HealthyHealthy · Hiring · 35% CAGR over 4y
Location
Financial sub-scores
Computed from 5 filingsDevelops mobile applications for rap music creation and recording. Products include the Rap Fame app, which provides tools such as beat libraries, autotune effects, and recording features for artists…
Serves consumer music creators, including rap artists, aspiring rappers and hip-hop producers worldwide, with a focus on users of mobile music apps.
Financial Health
HealthyHealthy · Hiring · 28% CAGR over 4y
Location
FELIX HEALTH LTD
Financial sub-scores
Computed from 5 filingsProvides an online healthcare platform offering virtual consultations with licensed practitioners, online prescriptions, at‑home lab testing, and home delivery of medications for conditions including…
Serves individual healthcare consumers managing everyday health needs, including weight loss, sexual health, skin and hair, menopause, mental health, metabolic health, fertility and STI concerns.
Financial Health
StrongStrong · Hiring · 19% CAGR over 4y
Location
Provides mobile and web-based social networking applications that enable users to meet and communicate with potential dating partners, make friends and attend events, using profile matching and…
Targets consumers: singles seeking romantic relationships and people looking to make friends or attend social events, with app content localized for users in multiple countries and languages.
Location
SIMPLE.LIFE APPS UK LTD
Financial sub-scores
Computed from 3 filingsDevelops and operates a mobile health and weight‑loss coaching application that uses AI to provide personalised plans, intermittent fasting guidance, nutrition tracking, food scanning, and activity…
Sells directly to consumers seeking weight loss and healthier lifestyle support, including people interested in intermittent fasting, nutrition, exercise, and AI-guided coaching through a mobile app.
Financial Health
WeakWeak · -14% CAGR over 2y
Location
IJ BELL LIMITED
Financial sub-scores
Computed from 4 filingsProvides an online investment platform offering self-directed investment accounts including stocks and shares ISAs, SIPPs, Junior ISAs and general dealing accounts. Enables customers to buy and sell…
Serves UK retail investors and savers managing their own ISAs, pensions and dealing accounts, including first-time buyers, parents investing for children and retirement savers; also provides a…
Financial Health
DistressedDistressed · -26% CAGR over 3y
Location
Financial sub-scores
Computed from 5 filingsDevelops and operates a parental control mobile application for Android, iOS and Amazon Fire devices that lets parents monitor and manage children’s device use, including screen time limits, app…
Sells to parents and guardians who want to supervise children’s use of Android, iOS, Kindle and Amazon Fire devices, with a focus on families managing screen time, app access and online safety.
Financial Health
StableStable
Location
My Kind Ltd
Financial sub-scores
Computed from 4 filingsOperates an online platform and mobile app for searching and booking cruise holidays. Lists cruise lines, ships, destinations and promotional deals, and enables users to manage bookings and access…
Serves consumers and holidaymakers seeking ocean and river cruises, including families, couples and deal-focused travellers comparing major cruise lines, destinations, departures and promotions.
Financial Health
StableStable · Hiring · 59% CAGR over 3y
Location
Financial sub-scores
Computed from 5 filingsDevelops and operates free‑to‑play digital card games for mobile and PC platforms. Produces titles based on the Warhammer universe, including Warhammer Horus Heresy: Legions and Warhammer 40,000:…
Serves B2C gamers worldwide, particularly Warhammer 40,000 and Horus Heresy fans who play free-to-play digital card games on mobile devices and PC via Steam.
Financial Health
WeakWeak · 0% CAGR over 4y
Location
FUTURE FITNESS WORKOUTS LIMITED
Financial sub-scores
Computed from 4 filingsDevelops a fitness training app that delivers personalised workout plans for home or gym use. The platform analyses user goals and biometric data to adapt exercises, provide in‑workout guidance,…
Sells to individual consumers seeking app-based fitness support, including people training at home or in gyms for weight loss, muscle building, postpartum strength, mobility, running conditioning, or…
Financial Health
StableStable · Hiring · 17% CAGR over 3y
Location
Financial sub-scores
Computed from 3 filingsDevelops and distributes mobile games for smartphones. Publishes titles on app stores and works with small independent development teams to create and iterate mobile games for consumer audiences.
Sells to consumer mobile game players, particularly Android users on Google Play, with casual games intended for a broad entertainment audience rather than business or public-sector buyers.
Financial Health
WeakWeak
Location
Grumpy Rhino Games Limited
Financial sub-scores
Computed from 5 filingsDevelops and publishes idle and incremental mobile games, including titles such as NecroMerger, Idle Mastermind and Idle Apocalypse, featuring merge, base‑building and management gameplay distributed…
Targets consumers who play free-to-play idle and merge games, especially casual gamers interested in monster, villain, cult and apocalypse-themed gameplay.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 4y
Location
Financial sub-scores
Computed from 4 filingsProvides a mobile application for Shariah‑compliant investing, offering screening of global stocks, ETFs and funds, portfolio tracking via connected brokerage accounts, compliance reports, alerts on…
Serves Muslim retail investors and ethically minded individuals seeking Shariah-compliant access to global stocks, ETFs and mutual funds, including new investors and people managing existing…
Financial Health
DistressedDistressed · -16% CAGR over 3y
Location
7DAYS PERFORMANCE LIMITED
Financial sub-scores
Computed from 5 filingsOperates an online prize competition platform offering draws to win cars and other vehicles. Participants enter through paid online tickets or free postal entries, with winners selected in scheduled…
Targets consumers interested in online car prize competitions, including entrants using paid website entry or postal entry routes, with engagement around live winner announcements on Facebook.
Financial Health
StableStable · -51% CAGR over 4y
Location
Financial sub-scores
Computed from 5 filingsOperates an online platform offering downloadable and browser-based casual games, including puzzle, card, hidden object, and time management titles. Provides free trials and subscription access to a…
Sells to consumers who play casual downloadable or online games, including fans of puzzle, solitaire, hidden object, mahjong, match-3, time management and adventure genres seeking free trials or…
Financial Health
StableStable · Hiring · 93% CAGR over 4y
Location
SORTED VENTURES LTD
Financial sub-scores
Computed from 3 filingsProduces online food and cooking content, including YouTube videos featuring recipes, ingredient and kitchen gadget reviews, and cooking challenges. Operates a cooking app, publishes recipes and food…
Serves B2C food enthusiasts, home cooks and online video audiences worldwide, including subscribers to cooking app content, food show followers, newsletter readers and live event attendees.
Financial Health
HealthyHealthy · -90% CAGR over 2y
Location
FUNEXPECTED LTD
Financial sub-scores
Computed from 5 filingsDevelops and operates a mobile educational application providing interactive mathematics learning for children aged 3–7. The platform delivers game‑based lessons covering numbers, logic, spatial…
Sells to parents and families of preschool and early-primary children aged 3-7, including multilingual households globally, seeking structured early maths, logic and problem-solving learning.
Financial Health
StableStable · Hiring · 10% CAGR over 4y
Location
TREESPLEASE GAMES LTD
Financial sub-scores
Computed from 4 filingsDevelops and publishes mobile games. Its title “Longleaf Valley” is a wildlife‑reserve building game where players restore forests, build habitats, and rescue animals, with gameplay linked to…
Sells to consumers, specifically mobile game players interested in casual gameplay, wildlife and nature themes, and environmentally minded audiences who want gameplay linked to real-world tree…
Financial Health
StableStable · Hiring · 8% CAGR over 3y
Location
Financial sub-scores
Computed from 5 filingsProvides a sustainability-focused fintech app and debit card that rewards users for ethical purchases, walking and low‑carbon activities. Points earned can fund tree planting and be redeemed for…
Serves eco-conscious consumers interested in sustainability, ethical spending, rewards, tree planting, public transport incentives and refurbished green tech through a consumer debit-card and…
Financial Health
WeakWeak · -32% CAGR over 3y
Location
Financial sub-scores
Computed from 3 filingsDevelops a mobile golf scoring and GPS application that provides course maps, distance measurements, digital scorecards, live leaderboards, statistics tracking, and competition formats. The platform…
Targets consumer golfers and golf groups, including casual players, friends playing rounds, society golfers, tournament organisers and non-club members who want to track handicaps and compete on…
Financial Health
WeakWeak · -11% CAGR over 2y
Location
WE ARE EIGHT LTD
Financial sub-scores
Computed from 5 filingsDevelops and operates a social media platform and mobile app that distributes advertising revenue with users, creators, communities and charities, and provides tools for posting, viewing and…
Serves a mixed B2C and B2B market: consumers using social media, creators and publishers building audiences, charities and communities, and brand advertisers seeking access to the platform’s users.
Financial Health
DistressedDistressed · -18% CAGR over 4y
Location
Financial sub-scores
Computed from 2 filingsDevelops video games, including cross‑platform role‑playing and hero‑collection titles. Produces and maintains games such as “Godforge,” featuring character collection, equipment systems, and…
Serves B2C gamers worldwide, particularly players interested in cross-platform RPGs, hero-collection games, early access communities, and social competition with friends.
Financial Health
DistressedDistressed
Location
Financial sub-scores
Computed from 5 filingsDevelops and publishes mobile video games. Titles include driving and simulation games such as Universal Truck Simulator, Drive Simulator 2, Tag 'n' Chase, Parking Challenge, and Airo Ball HD for…
Targets consumers who play mobile simulation and casual games, including truck, driving, parking, chase and ball-game titles, primarily app users interested in downloadable game experiences.
Financial Health
StrongStrong · Growing, Hiring · 20% CAGR over 4y
Location
Stereo App Limited
Financial sub-scores
Computed from 3 filingsDevelops and operates a social networking mobile app that enables users to share voice notes, join live audio conversations, post short audio or video content, participate in group chats, and…
Serves consumers and social content creators seeking online communities, casual conversations, group chats and trend-led audio/video posts.
Financial Health
StrongStrong · Hiring · 22% CAGR over 2y
Location
Financial sub-scores
Computed from 4 filingsOperates an online prize competition platform selling entry tickets for draws to win vehicles, carp fishing equipment, technology products and cash prizes, with winners selected in scheduled draws…
Targets UK consumers, particularly carp fishing enthusiasts and anglers, who enter online prize competitions for fishing equipment, vehicles, tech and cash prizes.
Financial Health
HealthyHealthy
Location
Financial sub-scores
Computed from 5 filingsProduces and distributes karaoke videos and instrumental tracks, primarily through YouTube and a mobile app. Provides lyric‑synced versions of popular songs, playlists, and a digital platform where…
Serves consumers and music fans who use online karaoke via mobile apps and YouTube, including pop chart listeners, fan communities and casual singers looking for free full-length tracks and playlists.
Financial Health
StrongStrong · Growing, Hiring · 11% CAGR over 3y
Location
BEHAVIOUR INTERACTIVE UK LIMITED
Financial sub-scores
Computed from 5 filingsDevelops and produces video games for PC, console and mobile platforms. Creates and supports multiplayer and immersive entertainment titles, including live service games, and collaborates on game…
Targets consumers who play PC, console and mobile games, including fans of multiplayer horror titles, and engages gaming press, playtesters and fan communities.
Financial Health
StrongStrong · Hiring · 26% CAGR over 5y
Location
Provides driving lessons through a network of instructors, offering manual and automatic tuition, intensive courses and lesson packages. Also delivers driving instructor training, theory test…
Serves learner drivers and newly qualified motorists across the UK, plus aspiring driving instructors seeking training or franchise opportunities and businesses needing corporate driver training.
Location
Pizzaexpress US
Operates a chain of Italian-style restaurants serving pizzas, pasta, and starters for dine‑in, takeaway, and delivery. Also sells cook‑at‑home meal products through retail and offers online ordering,…
Serves UK consumers seeking casual Italian dining, including dine-in guests, families, takeaway and delivery customers, supermarket shoppers buying cook-at-home meals, and gift card buyers.
Location
Financial sub-scores
Computed from 3 filingsOperates a Christian television and digital media platform offering faith‑based programmes, worship music, teaching, documentaries and talk shows. Distributes content via broadcast channels, online…
Serves UK consumers seeking Christian television, faith-based teaching, worship, documentaries, music and family programming across Freeview, Sky, on-demand and streaming platforms; also addresses…
Financial Health
DistressedDistressed · -18% CAGR over 2y
Location
MRS WORDSMITH GROUP LIMITED
Financial sub-scores
Computed from 4 filingsDevelops and sells children’s literacy learning products including vocabulary, phonics, spelling and writing resources. Offers books, card and video games, printable worksheets and digital tools used…
Serves parents and carers of children aged 3–13, alongside primary and early secondary schools, teachers, tutors and homeschoolers seeking English literacy and exam-support resources.
Financial Health
HealthyHealthy · 7% CAGR over 2y
Location
The Fat Pizza Ltd
Financial sub-scores
Computed from 5 filingsPrepares and sells pizzas made from fresh dough with various toppings, offering takeaway and home delivery. Operates an online ordering platform and mobile app for ordering food, and provides…
Serves consumers and households ordering pizza delivery and takeaway in Essex, particularly around Southend, Basildon and Rayleigh, via online ordering and a mobile app.
Financial Health
WeakWeak · -24% CAGR over 4y
Location
Curaden
Financial sub-scores
Computed from 2 filingsSupplies oral hygiene products for dental professionals and consumers, including manual and electric toothbrushes, interdental brushes, floss, toothpaste, mouthwash, and products for orthodontic,…
Serves dental professionals and practices in the UK, including clinicians buying for patients and practice use, alongside private consumers seeking oral care through a separate consumer shop.
Financial Health
WeakWeak · -10% CAGR over 1y
Location
Belper Town Football Club Limited
Financial sub-scores
Computed from 4 filingsOperates a football club with men’s and women’s teams competing in league and cup competitions. Organises matches and club events, sells season and matchday tickets, and provides fixtures, results,…
Serves local football supporters, families and community members buying matchday or season tickets, memberships and merchandise, plus local businesses seeking club sponsorship and advertising.
Financial Health
WeakWeak · 0% CAGR over 3y
Location
DARLINGTON MOWDEN PARK RUGBY FOOTBALL CLUB LIMITED
Financial sub-scores
Computed from 5 filingsOperates a rugby union club, organising competitive teams and matches, and providing fixtures, player profiles, and club news. Sells matchday tickets, memberships, and branded merchandise, and offers…
Serves rugby supporters, players and prospective members, including women’s and colts teams, plus local businesses and sponsors seeking matchday hospitality or club partnerships.
Financial Health
WeakWeak · -10% CAGR over 4y
Location
PROSPERITY WEALTH LIMITED
Financial sub-scores
Computed from 5 filingsProvides independent financial advice including wealth management, retirement and investment planning, mortgage brokerage, commercial finance sourcing, and employee benefits consulting such as…
Serves individuals and households across the UK, alongside businesses seeking finance and employers looking for employee benefits, workplace pensions and staff reward support.
Financial Health
StableStable · -64% CAGR over 4y
Location
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How AppsFlyer 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. B2C 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 B2C 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.
AppsFlyer is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2C by Analytics
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Frequently asked questions
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How is AppsFlyer usage detected?
What size B2C companies use AppsFlyer in the UK?
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