B2C Companies Using Google Optimize in the UK: 114 Active Firms (2026)
B2C web testing adopters sell consumer-facing goods and services while using website experimentation tooling in the UK.
For consumer businesses, website experimentation sits between marketing analytics, product management and front-end engineering. Running this testing stack usually signals a direct-channel model with enough traffic to read checkout, sign-up, search and retention funnels, plus budget for analytics tags, consent tooling and experiment design. The buying centre tends to be ecommerce, growth or digital product rather than central IT, although engineering still owns release risk. Engagements are rarely enterprise-wide programmes; they are more often rolling test backlogs tied to acquisition spend, pricing pages, merchandising, booking flows and subscription onboarding.
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The UK adoption cohort contains 114 actively trading consumer-facing businesses running the tool. Within the sector’s detected A/B-testing category, it sits third with a 6.2% share, behind two tools with higher category share and ahead of a long tail of smaller tools. London accounts for 25.4% of the cohort, followed by the South West at 13.2% and the North West at 11.4%; the East Midlands and West Midlands each account for 7.9%. Headcount is reported by 107 of 107 businesses, giving a total employment footprint of 1,885 people.
Experimentation on consumer websites usually brings procurement and privacy questions before it brings sector-specific licensing. Tests can set or read cookies, alter page content and segment visitors, so governance sits close to GDPR, ICO guidance, consent management and web analytics controls. For retailers, travel operators, subscription services and media sites, the risk is less the test itself than the chain around it: who can deploy scripts, how user segments are created, whether pricing or claims change by audience, and how results move back into marketing systems. Procurement therefore tends to test both the vendor contract and the internal release process.
Migration pressure appears more likely to come from stack rationalisation than from any loss of interest in experimentation. Consumer-facing teams tend to keep testing capability where acquisition costs, checkout conversion and subscription retention remain visible to management, but smaller operators may fold experiments into analytics, content or agency-managed workflows. Standalone tags may become less conspicuous as consent management, personalisation and analytics buying decisions converge. The adopters most likely to persist are those with direct revenue ownership in ecommerce or digital product teams, rather than businesses treating testing as an occasional marketing add-on.
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 Optimize varies by company size across the trading UK B2C companies in this cohort. 0.2% of the 54,825 companies with under 10 employees run Google Optimize (83 detected). 0.1% of the 26,843 companies with 10–50 employees run Google Optimize (23 detected). 0.2% of the 3,060 companies with over 50 employees run Google Optimize (5 detected).
114
Active firms
2026
6.2%
Of detected A/B Testing share
UK B2C
5
Median headcount
Filed accounts
310
Verified directors
Across this cohort
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Key facts
About 6% of the trading cohort reports turnover above £5M (7 of 114 firms) — the rest sits below that revenue band.
4% of the cohort was incorporated since 2022 (5 firms), so a sizeable share is in its first few filing cycles.
Among 1,848 B2C companies with a detectable A/B Testing system, the profiled system accounts for 6.2% (114), below systems at 70.7% (1,307) and 10.0% (184).
Registered addresses skew towards London, which accounts for 25.4% (29) of the cohort, with the South West at 13.2% (15) and the North West at 11.4% (13).
Tag-management tooling appears in 87.7% (100) of the cohort, while edge-network tooling appears in 63.2% (72) and web analytics in 49.1% (56).
Sport & Leisure and E-commerce are the most frequent overlapping sector tags, at 19.3% (22) and 18.4% (21), with Fashion & Retail at 13.2% (15).
Financial-risk classifications are split across the cohort: 21.1% (24) sit in a weak category and 8.8% (10) sit in a distressed category.
A/B testing market share among UK B2C
Share of the 1,848 UK B2C with a detectable system. As of June 2026.
What else do Google Optimize-running B2C run?
Share of the 114 Google Optimize-running UK companies where each technology was also detected. As of June 2026.
Where Google Optimize 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.
5
Median headcount
£477.1K
Median UK turnover
6.1%
Above £5M turnover
5
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 227 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2C using Google Optimize
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 2 filingsProvides management, marketing and support services for an online hostel booking platform. Supports the listing, promotion and reservation of backpacker hostels worldwide, and operates digital…
Serves B2C budget travellers, backpackers and solo travellers worldwide, alongside B2B hostel and budget accommodation operators seeking access to those travellers.
Financial Health
StrongStrong · Profitable · -12% CAGR over 1y
Location
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Designs and retails women's clothing, footwear and accessories through an online store. Product range includes dresses, knitwear, denim, loungewear, jackets, shoes, bags, jewellery and seasonal…
Serves consumer shoppers, primarily women, buying casual clothing, denim, knitwear, shoes, accessories, nightwear and lifestyle gifts through an ecommerce fashion site.
Financial Health
N/AN/A
Location
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Operates and manages hotels, resorts and serviced residences under the Pestana brands, offering accommodation, event and conference facilities, and online hotel booking across an international…
Serves leisure and business travellers booking hotels and resorts in Europe, the Americas and Africa, plus couples, event organisers and corporate meeting planners seeking venues for weddings,…
Location
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Operates an online platform for tennis venues and coaches to manage court bookings, memberships and coaching programmes, and enables players to find, book and pay for tennis courts, lessons, leagues…
Serves UK tennis and padel players, parents of junior players, event spectators, and B2B audiences including registered venues and accredited coaches.
Location
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Financial sub-scores
Computed from 5 filingsProvides personal insurance products including car, home, and travel cover. Offers online quotes, policy purchase and management, and claims handling through digital accounts and support services for…
Serves individual consumers seeking personal car, home and travel insurance, including drivers, homeowners, travellers and existing policyholders managing claims, renewals and policy changes online.
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsDesigns and sells men's and women's apparel including denim jeans, hoodies, sweatshirts, T‑shirts, jackets, trousers and accessories. Operates an online retail store offering seasonal collections,…
Serves B2C online shoppers, particularly men and women seeking casual clothing and wardrobe essentials; UK consumers are explicitly targeted through delivery promotions.
Financial Health
HealthyHealthy · Hiring · 21% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells outdoor clothing and camping equipment, including waterproof jackets, tents, sleeping bags, rucksacks, camping furniture, and cooking gear. Also offers navigation tools, lighting,…
Sells to B2C outdoor enthusiasts, including hikers, campers, backpackers, families and adventure travellers, with ranges for men, women and children; also addresses military and tactical buyers…
Financial Health
StableStable · Hiring · 9% CAGR over 4y
Location
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Computed from 4 filingsDevelops and sells nutritionist-designed vitamins and dietary supplements, including formulas for hair, skin, digestion, sleep and hormone support, alongside collagen powders, protein products,…
Sells directly to consumers seeking vitamins, supplements and wellness products, particularly adults interested in hair, skin, gut health, sleep, energy, hormones, sexual health and general…
Financial Health
StableStable · 0% CAGR over 3y
Location
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Computed from 5 filingsOperates an online marketplace for buying and selling fine wines and spirits. Provides wine investment tools, market analysis, storage and custody services, portfolio management, and delivery for…
Sells to fine wine and whisky buyers, including private collectors, investors and wine trade businesses, via its marketplace. Targets customers seeking to buy, sell, store and manage premium drinks…
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 2 filingsProvides an online fitness platform offering on‑demand home workout videos including HIIT, cardio, resistance and Pilates sessions. Delivers structured exercise programmes, downloadable app‑based…
Sells to individual consumers worldwide seeking at-home fitness support, including beginners and people of all ages looking for low-impact exercise, fat loss, muscle tone, nutrition guidance, and…
Financial Health
HealthyHealthy · 0% CAGR over 1y
Location
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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
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Provides health and life insurance policies, including private medical insurance, term and whole-of-life cover, serious illness cover and income protection. Also operates a member rewards programme…
Serves UK consumers and families buying health, life and protection cover, alongside employers seeking business health insurance and advisers/providers involved in insurance distribution and member…
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Designs and sells protective cases and accessories for smartphones, tablets, and laptops, including impact‑protection phone cases, device covers, and screen protectors compatible with Apple, Samsung,…
Sells primarily to consumers who own Apple, Samsung, Google and Motorola phones, plus MacBook and iPad users shopping online for device cases and screen protection.
Location
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Financial sub-scores
Computed from 2 filingsOperates an online retail store selling luggage and travel bags, including suitcases, cabin bags, backpacks, business bags, and travel accessories from brands such as Samsonite, American Tourister,…
Sells primarily to consumers buying luggage, cabin bags, business bags and travel accessories for leisure or business travel, including airline-specific cabin bag shoppers and gift buyers. Also…
Financial Health
DistressedDistressed · 0% CAGR over 1y
Location
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Computed from 5 filingsProvides online brokerage services and trading platforms enabling clients to trade financial instruments including forex, CFDs, physical stocks, indices, commodities, precious metals, ETFs and…
Sells to retail traders and investors worldwide seeking multi-asset online trading, and also serves professional clients, partners and institutional customers in financial markets.
Financial Health
StrongStrong
Location
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Operates an online retail store selling cookware, bakeware, kitchen appliances, and food preparation tools. Offers products such as pots and pans, baking trays, mixers, coffee machines, utensils, and…
Sells primarily to UK consumers and home cooks shopping for cookware, kitchen electricals, bakeware, food preparation products and country department store goods from branded ranges.
Financial Health
N/AN/A
Location
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Financial sub-scores
Computed from 5 filingsDesigns and sells protective cases and accessories for consumer electronics, including smartphones, tablets and laptops. Product range includes impact‑resistant phone cases, screen protectors and…
Sells primarily to consumers buying protective cases, screen protectors and accessories for Apple, Samsung, Google and Motorola devices, including iPhone, Galaxy, Pixel, MacBook and iPad owners.
Financial Health
StableStable · -10% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling men’s and women’s clothing, including chinos, trousers, shirts, jackets, dresses and accessories. Offers branded apparel collections and seasonal styles…
Sells directly to UK retail consumers shopping online for men’s and women’s casual, office and everyday clothing, especially chinos, khakis, trousers, tops, outerwear and accessories.
Financial Health
StrongStrong · Hiring · 15% CAGR over 5y
Location
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Computed from 3 filingsRetailer of baby and children’s products including prams, strollers, car seats, clothing, nursery furniture, toys, and feeding accessories. Sells branded baby equipment, gifts, and accessories…
Sells to consumers, including parents, expectant parents, families and gift buyers shopping for babies and children from premature/newborn through age 15.
Financial Health
StableStable · Hiring · 17% CAGR over 2y
Location
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Computed from 5 filingsOperates an online platform where consumers read and submit reviews of financial products and providers including banking, insurance, credit cards, loans and mortgages. Publishes rankings, comparison…
Serves consumers researching financial products, alongside banks, insurers, lenders, brokers and other financial services businesses using customer reviews and insight.
Financial Health
WeakWeak · Hiring · 26% CAGR over 4y
Location
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Computed from 3 filingsOperates an online platform that compares personal and business car leasing deals across multiple manufacturers and models. Enables users to search by budget or vehicle type and access services…
Serves individual motorists and business customers comparing car lease deals by make, budget, body type, and fuel type, including families, commuters, city drivers, and companies seeking vehicle…
Financial Health
WeakWeak · -35% CAGR over 2y
Location
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Computed from 3 filingsDesigns and sells women’s clothing, footwear and accessories through an online retail platform. Product ranges include dresses, knitwear, denim, loungewear, shoes and items such as bags, scarves,…
Serves consumer shoppers, primarily women, buying casual fashion, footwear, accessories, gifts and lifestyle items online, including denim, knitwear, loungewear, workwear and seasonal collections.
Financial Health
HealthyHealthy · Hiring · 8% CAGR over 3y
Location
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Computed from 3 filingsProvides a portfolio of self‑catering holiday homes available for short‑term rental. Offers online property search and booking, concierge services for guests, and property management support for…
Serves consumers, especially families and groups seeking luxury self-catering holiday homes and short breaks in Cornwall, Devon and Somerset.
Financial Health
HealthyHealthy · Growing · 2% CAGR over 2y
Location
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Computed from 4 filingsSells very‑low‑calorie diet (VLCD) total food replacement products, including meal‑replacement shakes, soups, bars and snacks. Offers diet bundles and nutrition products through an online store and…
Sells direct to consumers in the UK and Ireland seeking total food replacement diet products, meal replacements and support for weight-loss plans.
Financial Health
HealthyHealthy · Hiring · 17% CAGR over 3y
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Computed from 3 filingsDesigns and sells country-style clothing, footwear and accessories through an online retail store. Product range includes tweed jackets, shirts, boots, hats, equestrian wear, outdoor apparel, and pet…
Serves consumers seeking British country and outdoor styles, including women, men and children, plus rural lifestyle shoppers such as equestrians, farmers, shooters, walkers and pet owners.
Financial Health
StableStable · -29% CAGR over 2y
Location
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Computed from 5 filingsProvides online fitness programmes featuring on‑demand home workout videos including HIIT, resistance, pilates and boxing sessions. Offers structured training plans, mobile app access, nutrition…
Serves individual consumers worldwide seeking at-home fitness support, including beginners, all ages and fitness levels, and people wanting low-impact programmes for fat loss and muscle tone.
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 4y
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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
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Computed from 5 filingsRetailer of wall and floor tiles, bathroom suites and sanitaryware, and luxury vinyl and other flooring products. Sells porcelain and ceramic tiles, outdoor paving, and installation accessories…
Serves UK homeowners renovating interiors and outdoor spaces, plus trade professionals such as tilers, bathroom fitters, builders and designers using showroom, online and trade-account purchasing.
Financial Health
HealthyHealthy · Hiring · 5% CAGR over 4y
Location
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Computed from 5 filingsProvides insurance policies covering home appliances, home emergency repairs, boilers, plumbing and drainage, landlord property risks, and vehicle breakdown assistance, including roadside recovery…
Targets UK homeowners, tenants, landlords and vehicle owners with household and roadside cover needs, including private motorists and operators of vans, taxis, minibuses, motorhomes, classic cars and…
Financial Health
HealthyHealthy · -7% CAGR over 4y
Location
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Computed from 5 filingsProduces and sells spice blends, recipe kits, and cookbook kits for preparing international dishes. Offers subscription boxes delivering measured spices and recipes by post, along with individual…
Sells to consumers, especially home cooks seeking world-food cooking kits, spice subscriptions and food gifts, with separate online stores for UK and Australian shoppers.
Financial Health
StableStable · -16% CAGR over 4y
Location
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Computed from 5 filingsProvides a mobile app and debit card enabling users to buy, hold and spend a digital currency backed by physical gold. Converts deposits into vaulted gold and supports payments, transfers and ATM…
Serves individual consumers and savers who want an alternative to bank deposits, including people seeking protection from currency devaluation and worldwide access to their funds.
Financial Health
HealthyHealthy · Growing · 0% CAGR over 4y
Location
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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
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Operates a network of private hospitals and clinics providing elective surgery, medical treatments, diagnostic imaging and health checks. Services cover specialties including orthopaedics,…
Sells to self-pay and privately insured patients across the UK seeking private hospital, clinic and diagnostic services, including adults, children and corporate occupational health customers; also…
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Operates a network of private hospitals and clinics providing medical treatments, diagnostic tests and surgical procedures. Services include orthopaedics, cardiology, cancer care, cosmetic surgery,…
Serves UK private healthcare consumers, including self-pay and insured patients, families seeking adult or paediatric care, and employers seeking occupational health support; also works with…
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Computed from 3 filingsOrganises and operates obstacle course and mud run endurance events, including team-based challenges and competitive races. Sells event registrations, season passes, training resources, and branded…
Targets consumers and groups seeking mud runs and obstacle-race challenges, including recreational fitness enthusiasts, endurance athletes, corporate teams, charities, kids and families, military…
Financial Health
StableStable · -29% CAGR over 2y
Location
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Computed from 5 filingsDevelops and operates a mobile health application providing personalised fitness, nutrition, and wellness programmes for women during fertility, pregnancy, and postpartum. The platform offers…
Serves consumers, primarily women worldwide navigating fertility, pregnancy and postpartum, plus new parents seeking health, nutrition, fitness, baby development and wellness guidance.
Financial Health
DistressedDistressed · -30% CAGR over 4y
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Computed from 4 filingsOperates an online delicatessen supplying Italian food and drink, including cured meats, cheeses, fresh and dried pasta, sauces, olive oil, bakery items, hampers, and wine. Sells to retail customers…
Serves UK retail customers buying Italian food and drink online, including gift and hamper buyers, plus wholesale trade accounts for deli-style food products.
Financial Health
WeakWeak · -21% CAGR over 3y
Location
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Computed from 5 filingsRetailer of household furniture and home furnishings through an online store and showroom. Sells dining sets, tables, chairs, sofas, beds, mattresses, bar stools, and items such as coffee tables,…
Serves consumers and homeowners, particularly Manchester showroom shoppers and UK online buyers, looking to furnish dining rooms, living rooms, bedrooms and home offices.
Financial Health
StrongStrong · Hiring · 12% CAGR over 4y
Location
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Computed from 5 filingsDesigns and sells handmade upholstered headboards and beds through an online store. Offers headboards in multiple sizes, bed frames, mattresses, ottomans, valances and accessories, with options for…
Sells mainly to UK consumers and homeowners furnishing bedrooms, plus trade buyers and interior designers sourcing made-to-order upholstered bedroom furniture for residential projects.
Financial Health
HealthyHealthy · 1% CAGR over 4y
Location
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Computed from 3 filingsRetailer of power tools, hand tools, woodworking and metalworking machinery, accessories and consumables from brands such as DeWALT, Bosch and Makita. Sells cordless and corded tools, fixings,…
Serves a mix of trade and consumer buyers, including contractors, tradespeople, workshops, woodworkers, metalworkers and DIY users buying tools, machinery, accessories, workwear and spares online or…
Financial Health
StableStable · 0% CAGR over 2y
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Operates private hospitals, clinics and diagnostic centres providing elective surgery, medical treatments and diagnostic imaging. Services include orthopaedics, cardiology, cancer care, cosmetic…
Serves self-pay and insured private healthcare patients across the UK, alongside employers seeking occupational health support and healthcare professionals using hospital facilities.
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Operates private hospitals and clinics providing elective surgery, diagnostic imaging and medical consultations. Services include orthopaedics, cardiology, cosmetic procedures, health checks, scans,…
Serves self-pay and privately insured patients across the UK, alongside employers buying occupational health services and healthcare professionals making referrals.
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Computed from 5 filingsProvides life insurance brokerage services, comparing policies from multiple UK insurers. Advises individuals and businesses on cover including term life insurance, mortgage protection, critical…
Serves UK consumers, families, parents, over-50s and self-employed people, alongside business owners and employers seeking personal, mortgage, income, key person, shareholder or employee protection…
Financial Health
StrongStrong · Profitable, Growing, Hiring · 7% CAGR over 4y
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Computed from 4 filingsProvides online technical analysis tools, stock screening and research reports for global equities and indices. Platform delivers trend analysis, trading signals and market insights for investors…
Serves retail investors and traders seeking technical analysis and stock-picking insights across US and international equities, indices, ETFs, currencies, commodities and cryptocurrencies.
Financial Health
StrongStrong · Growing, Hiring · 10% CAGR over 3y
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Computed from 5 filingsManufactures non‑alcoholic botanical drinks and ready‑to‑drink canned cocktails. Distils coastal plants and botanicals to produce alcohol‑free spirits, spritzes and premixed beverages sold in…
Sells to consumers seeking non-alcoholic drink alternatives, especially active outdoor lifestyle shoppers, plus trade and wholesale buyers such as stockists, hospitality venues and retailers.
Financial Health
StrongStrong · Growing, Hiring · 41% CAGR over 4y
Location
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Computed from 3 filingsOperates childcare and nursery services for young children, providing early years education, supervised care, meals, and play‑based learning programmes through Busy Bees nurseries, including…
Serves parents and carers seeking nursery and early years childcare for babies and preschool children across the UK and Ireland, including families using government-funded childcare options.
Financial Health
HealthyHealthy · -1% CAGR over 2y
Location
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Computed from 5 filingsDevelops a mobile app that provides digital relationship and sex therapy programmes for couples. The platform offers assessments, guided courses, journaling tools, educational articles and exercises…
Serves consumers, particularly couples and individuals seeking app-based support for libido challenges, desire differences, sex therapy topics, relationship stress and intimacy.
Financial Health
HealthyHealthy · -11% CAGR over 4y
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Computed from 5 filingsOperates an online store offering curated wines selected from Michelin‑star restaurant wine lists, alongside kitchenware such as knife sets and cooking tools, and provides recipes and video guides…
Targets B2C food and wine enthusiasts, home cooks and gift buyers seeking chef-led dining experiences, curated wines and premium kitchenware for home use.
Financial Health
HealthyHealthy · -4% CAGR over 4y
Location
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Computed from 5 filingsProvides private healthcare services including consultations, diagnostic tests and scans, and surgical treatments. Offers procedures across multiple specialties such as orthopaedics, cardiology,…
Serves private healthcare patients across the UK, including self-pay and insured individuals, plus employers seeking occupational health and healthcare professionals referring patients.
Financial Health
StrongStrong · Growing · 0% CAGR over 5y
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178 more companies and their verified directors are in the file
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How Google Optimize 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.
Google Optimize is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2C by A/B testing
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Frequently asked questions
How many UK B2C companies use Google Optimize?
What share of UK B2C companies run Google Optimize?
How is Google Optimize usage detected?
What size B2C companies use Google Optimize in the UK?
What do Google Optimize-running B2C companies also run?
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