Companies Using Google Cloud Trace in the UK: 440 Active Firms (2026)
UK companies running cloud tracing on their websites monitor application performance, latency and errors across digital customer journeys.
Google Cloud Trace users are usually past the point where uptime can be managed through basic logs and manual checks. The tool instruments requests across web services, showing where latency, errors and dependency failures arise during customer journeys. Adoption tends to signal a production cloud estate, engineers with on-call responsibility, and enough commercial exposure online for slow pages or failed transactions to matter. Buying centres sit mainly in engineering and platform teams, although product, operations and revenue owners have a stake where digital flows affect bookings, payments or service delivery. Engagements are typically operational software spend rather than large consultancy programmes, with configuration, alerting and ownership sitting inside the business.
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Among UK companies running Google Cloud Trace, 440 are actively trading. Reported headcount totals 1,638, pointing to an adoption base that is visible but still weighted towards smaller operators rather than very large employers. The sector mix is not just software: field services and trades account for 14.1% of the cohort, SaaS for 13.4%, sport and leisure for 10.7%, education and training for 9.5%, and construction for 9.3%. Only 24 companies report turnover above £5M, so the UK pattern looks more like practical operational adoption than a concentration of high-revenue platform businesses.
For companies running Google Cloud Trace, telemetry sits close to production monitoring rather than customer analytics, but implementation choices can still bring it into privacy and security review. Request paths, headers, IP addresses and user identifiers may be captured if instrumentation is broad, so UK users need retention rules, access controls and processor terms that sit comfortably with GDPR and ICO expectations. Procurement also tends to be tied to the wider cloud estate. Observability can be bought as a component of hosting and incident-response workflows, which lowers internal coordination costs but may make later migration harder if engineering teams depend on integrated dashboards, alerts and logs.
Adoption appears likely to follow the shape of cloud operations more than the shape of marketing technology. Firms with customer-facing workflows tend to add tracing when logs and uptime checks stop explaining service complaints, while smaller operators may keep relying on managed hosting support until incident volumes justify internal ownership. Bundling will matter: when tracing is packaged with hosting, logging and alerting, procurement friction falls, but switching costs rise. A smaller group may move towards vendor-neutral observability if audit, latency or resilience requirements become harder to manage across mixed environments. Consolidation in tooling is likely to favour platforms already embedded in engineering workflows.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Google Cloud Trace rises with company size across the trading companies in this cohort. 0% of the 1,970,933 companies with under 10 employees run Google Cloud Trace (301 detected). 0.1% of the 86,190 companies with 10–50 employees run Google Cloud Trace (123 detected). 0.2% of the 9,358 companies with over 50 employees run Google Cloud Trace (16 detected). That is a 0.2% gap between the over 50 employees and under 10 employees bands.
440
Active firms
2026
24
Above £5M turnover
Trading firms
6
Median headcount
Filed accounts
901
Verified directors
Across this cohort
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Key facts
About 5% of the trading cohort reports turnover above £5M (24 of 440 firms) — the rest sits below that revenue band.
11% of the cohort was incorporated since 2022 (49 firms), so a sizeable share is in its first few filing cycles.
57.0% of cloud-tracing users also run a web performance and security layer, while 51.1% also show a wider cloud-platform signal.
Website analytics and tag-management tooling appear alongside tracing at 34.5% and 33.4% of the cohort respectively.
Field services and trades form the largest tagged segment at 14.1% (62), followed by SaaS at 13.4% (59) and sport and leisure at 10.7% (47).
Financial-health bands are mixed: 24.1% (106) sit in the highest band, 23.9% (105) in the middle band, and 10.9% (48) in the lowest band.
There are 901 verified directors across the cloud-tracing cohort, pointing to reachable technical and operational buying centres.
What else do Google Cloud Trace users run?
Share of the 440 Google Cloud Trace-running UK companies where each technology was also detected. As of June 2026.
Who runs Google Cloud Trace in the UK?
By sector
Sectors overlap, so shares need not sum to 100%.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
6
Median headcount
£463.3K
Median UK turnover
5.5%
Above £5M turnover
49
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 751 companies, alongside financials and websites, in one Excel + CSV file.
Top UK companies using Google Cloud Trace
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 3 filingsProvides a cybersecurity platform that connects organisations with a global community of security researchers to identify vulnerabilities. Offers bug bounty programmes, vulnerability disclosure…
Serves security and engineering teams at enterprises and public sector organisations, including financial services, healthcare, retail/e-commerce, automotive, crypto/blockchain, hospitality, US…
Financial Health
StrongStrong · Hiring · 26% CAGR over 2y
Location
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Computed from 4 filingsProvides payment processing technology for businesses, including card machines for in‑person transactions, online and remote payment tools, QR code and payment link solutions, and integrations with…
Serves UK businesses with 1–69 locations and enterprise operators, especially hospitality venues, quick- and full-service restaurants, dental practices, visitor attractions and personal services…
Financial Health
StrongStrong · Growing, Hiring · 6% CAGR over 3y
Location
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Computed from 4 filingsProvides a customer data platform that collects, unifies and processes customer data from multiple digital sources, enabling businesses to build customer profiles, analyse behaviour, and activate…
Serves B2C multi-channel consumer brands, including ecommerce, media, fintech and subscription businesses, targeting marketing, product, CRM and data teams managing large-scale customer engagement.
Financial Health
StrongStrong · Hiring · 41% CAGR over 3y
Location
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Computed from 5 filingsDevelops an AI-driven marketing data platform that connects publishers and advertisers. Provides tools for audience targeting, customer discovery and incremental campaign measurement across web,…
Sells to businesses in digital advertising, specifically publishers seeking to monetise audiences and advertisers/marketing teams aiming to reach, analyse and measure incremental audiences across…
Financial Health
StableStable · Hiring · 27% CAGR over 4y
Location
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Develops a software platform for searching, analysing and managing large codebases across multiple repositories and languages. Provides code search, AI coding assistant, batch change automation, code…
Serves enterprise software engineering teams and developers managing large, complex codebases, including organizations using GitHub, GitLab, Bitbucket, Gerrit or Perforce across many repositories.
Financial Health
N/AN/A
Location
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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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Computed from 4 filingsProvides cloud-based media APIs that enable developers to upload, store, process and transform video, audio and image files, and extract analysis data, supporting automated media workflows and…
Sells to developers and engineering teams at businesses building applications or platforms that handle large volumes of video, audio, and image uploads.
Financial Health
StrongStrong · Hiring · 71% CAGR over 3y
Location
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Computed from 3 filingsDevelops subscription management and recurring billing software for digital and ecommerce businesses. The platform manages subscription lifecycles, integrates with payment gateways and business…
Sells to subscription-based businesses and digital commerce teams, including SaaS, consumer goods and retail, streaming media, travel, hospitality and entertainment brands managing recurring…
Financial Health
StrongStrong · Hiring · 145% CAGR over 2y
Location
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Computed from 5 filingsDevelops cloud-based business planning software that enables organisations to model, analyse and forecast financial and operational data. The platform supports budgeting, revenue and sales planning,…
Serves enterprise businesses, targeting finance, FP&A, sales and revenue, HR, supply chain, and ESG teams involved in planning, forecasting, reporting, workforce, territory, demand and sustainability…
Financial Health
StableStable · Hiring · 130% CAGR over 4y
Location
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Develops cybersecurity software for exposure and vulnerability management. Provides tools to identify, assess and prioritise security risks across IT, cloud, identity and OT/IoT environments,…
Serves enterprise and public-sector cybersecurity teams in education, energy, financial services, healthcare, retail, critical infrastructure and government, alongside managed security service…
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Computed from 2 filingsProvides digital multi-currency accounts that allow users to hold and transfer USD, EUR and GBP, receive payments, send international remittances, access virtual Mastercard cards, and invest in US…
Serves individual professionals, freelancers and global remote workers who earn internationally in USD, especially people with ties to Egypt, Bangladesh, Pakistan, Nigeria and similar remittance…
Financial Health
HealthyHealthy · Hiring · 199% CAGR over 1y
Location
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Computed from 5 filingsDevelops a digital trading network for institutional investors that enables discovery, assessment and execution of large equity block trades. Provides tools for pre‑trade liquidity discovery, price…
Serves asset managers, institutional investors, and buy-side equity trading teams, including traders and portfolio managers at large financial institutions navigating fragmented equity markets.
Financial Health
StableStable · Hiring · 11% CAGR over 4y
Location
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Computed from 5 filingsDevelops e-commerce software platforms that enable retailers, manufacturers and distributors to run online marketplaces and dropshipping programs. Provides tools for supplier catalog onboarding,…
Targets large retailers, B2B manufacturers and distributors, and marketplace sellers or brands operating digital commerce channels, including organisations with multi-supplier catalogues,…
Financial Health
HealthyHealthy · Hiring · 6% CAGR over 4y
Location
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Computed from 5 filingsDevelops an AI task automation platform offering web agents, chat assistants and prompt libraries that integrate with business tools to automate activities such as booking, recruitment, marketing,…
Serves small and medium-sized businesses, targeting teams across operations, administration, legal, HR, customer support, sales and marketing that need department-level automation support.
Financial Health
StrongStrong · Growing, Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsOperates an online platform and app that aggregates streaming service catalogues, enabling users to search for films and TV series and see where titles are available to stream, rent, or purchase…
Serves UK consumers who watch movies, TV series and sport across streaming platforms, including users comparing services such as Netflix, Prime Video, BBC iPlayer, NOW and Disney+.
Financial Health
StableStable · -41% CAGR over 5y
Location
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Computed from 5 filingsProvides cloud-based talent acquisition software used by organisations to manage recruitment processes, including job posting, applicant tracking, candidate screening, interview scheduling, offer…
Serves mid-size and enterprise employers, targeting HR, talent acquisition, hiring, IT and finance teams with corporate, high-volume and professional hiring needs across sectors including healthcare,…
Financial Health
StrongStrong · Hiring · 43% CAGR over 4y
Location
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Computed from 5 filingsDevelops environmental and safety monitoring software that collects and analyses site data such as noise, dust and air quality. Uses IoT sensors, AI and automation to track pollutants, manage…
Serves operations, HSE and compliance teams at infrastructure, construction, rail, logistics and industrial businesses managing multi-site worksites and environmental obligations.
Financial Health
StrongStrong · Growing, Hiring · 47% CAGR over 4y
Location
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Computed from 5 filingsProvides cloud‑based procurement and e‑sourcing software for organisations, including tools for RFQs, reverse auctions, supplier discovery and onboarding, contract management, spend analysis, and…
Serves B2B and public-sector procurement teams, including CPOs, procurement managers and buyers in enterprises, consultancies and organisations managing sourcing, supplier, contract and spend…
Financial Health
StrongStrong · Hiring · 19% CAGR over 4y
Location
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Computed from 5 filingsDevelops and publishes process orchestration software that enables organisations to design, automate and monitor business workflows and microservices. The platform includes tools for workflow…
Serves enterprise and public-sector buyers, including transformation executives, IT and business leaders, chief architects, developers and software architects across financial services, healthcare,…
Financial Health
HealthyHealthy · Hiring · 75% CAGR over 4y
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Computed from 5 filingsOperates an online platform that helps individuals find and apply for financial support such as charitable grants, council schemes and benefits. Provides tools for charities, councils and housing…
Serves individuals seeking financial support, plus UK charities, councils, housing associations, utilities, banks and support workers managing schemes or referring clients and residents for…
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 4y
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Computed from 5 filingsDevelops and supplies self-service technology for hospitality businesses, including ordering kiosks, point-of-sale systems, handheld POS devices, mobile order-and-pay tools, food labelling solutions,…
Sells to hospitality businesses and venue operators, including quick-service restaurants, bakeries, coffee shops, cafes, restaurants, bubble tea outlets, theatres and cultural venues seeking digital…
Financial Health
StrongStrong · Growing, Hiring · 41% CAGR over 4y
Location
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Computed from 5 filingsProvides a data collection and market intelligence platform that gathers geospatial, retail, and survey data through a global network of contributors. Delivers location intelligence, audience…
Serves B2B and public-sector decision-makers needing local market, geospatial, audience and situation insights, including international development organisations, location-driven businesses, public…
Financial Health
StrongStrong · Hiring · 71% CAGR over 4y
Location
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Computed from 5 filingsProvides same‑day courier and delivery services through an online booking platform. Connects businesses with couriers for direct deliveries, multi‑drop shipments and van services, with real‑time…
Serves B2B customers needing same-day delivery, including retailers, ecommerce teams, pharmacies, dental and medical suppliers, legal and professional services firms, caterers, florists, food and…
Financial Health
WeakWeak · -5% CAGR over 4y
Location
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Computed from 2 filingsDevelops software platform that connects residential energy devices such as EV chargers, heat pumps and home batteries to electricity flexibility markets, enabling suppliers and device makers to…
Serves energy suppliers, OEMs and home battery or EV charger portfolio owners managing customers’ residential energy assets for UK and European flexibility markets.
Financial Health
StrongStrong · Hiring · 150% CAGR over 1y
Location
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Computed from 5 filingsProvides mortgage monitoring software and tools for homeowners, advisers, and lenders. Tracks mortgage rates, property values, and loan balances to identify remortgaging opportunities, and connects…
Serves mortgage advisers, brokers, lenders and comparison marketplaces, alongside homeowners, first-time buyers, remortgagers and buy-to-let mortgage customers seeking adviser-linked mortgage support.
Financial Health
StrongStrong · Hiring · 6% CAGR over 4y
Location
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Computed from 5 filingsProvides health and dental insurance plans for individuals and employers, alongside benefits administration. Offers integrated healthcare services including telemedicine, mental health therapy,…
Sells to individuals seeking personal health insurance, employers of all sizes buying employee health benefits, plan administrators, and healthcare practitioners/providers. Serves plan members and…
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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Computed from 5 filingsProvides an online platform for self‑employed professionals in hair, beauty and wellness to manage bookings, create websites, accept payments, run marketing activities, and access training resources…
Sells to self-employed and independent business owners in the hair, beauty and wellness sectors, including solo practitioners and small salons or spas managing their own client base.
Financial Health
StrongStrong · Growing, Hiring · 8% CAGR over 5y
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Computed from 5 filingsProvides restaurant management software including point‑of‑sale systems, commission‑free online ordering, driver tracking, and integrations with third‑party platforms. Platform enables restaurants to…
Sells B2B to restaurant, takeaway and food-service operators seeking systems for in-house service, online ordering, delivery and customer engagement.
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops and operates a software platform providing marketing and sales automation tools, including sales funnel builders, website and landing page creation, email and SMS marketing, CRM management,…
Sells to small businesses, online entrepreneurs and creators that need marketing, sales funnel, CRM, course, membership, booking and customer communication tools to launch or grow an online business.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 5 filingsDevelops AI software for financial advice firms that automates client onboarding, annual reviews and retirement planning. The platform analyses client data and meeting transcripts, generates…
Sells to financial advice firms and FCA-regulated advisers, including wealth management and retirement planning providers, seeking to scale advice delivery and reduce adviser admin through automation.
Financial Health
StableStable · -4% CAGR over 4y
Location
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Computed from 3 filingsDispenses prescription medicines and sells pharmacy products. Provides online prescription ordering, pharmacist consultations for common conditions, travel vaccinations, smoking cessation support,…
Serves individual healthcare consumers and families needing prescriptions, pharmacy services, travel vaccinations, weight-loss treatments and pharmacist consultations for common conditions.
Financial Health
HealthyHealthy · Growing · 2% CAGR over 2y
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Computed from 5 filingsOperates a pharmacy and online clinic providing prescription dispensing, pharmacist consultations and private healthcare services. Offers treatments for conditions such as UTIs, erectile dysfunction…
Serves individual patients, local residents and travellers seeking community pharmacy services, private healthcare appointments, travel health support, and men’s or women’s online clinic treatments.
Financial Health
HealthyHealthy · Growing, Hiring · 4% CAGR over 4y
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Computed from 5 filingsProvides a mobile app offering short‑term cash advances and income top‑ups, typically up to £500, repaid in instalments through a subscription model. Also offers features intended to help users build…
Serves UK consumers with low credit scores, bad credit histories or fluctuating pay who need short-term cash access, income top-ups and credit-building support via a mobile app.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 4 filingsProvides software platform for parking operators to issue and manage parking charge notices, capture parking events via apps and ANPR systems, enable motorists to view and pay PCNs online or by…
Sells to B2B parking operators in the UK and Ireland, including private parking enforcement firms and site managers managing PCNs, permits, appeals, motorist payments and recovery workflows.
Financial Health
StableStable · Hiring · 8% CAGR over 3y
Location
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Develops cloud-based legal data management and analytics software used for e‑discovery, investigations, legal hold, contract review, and data breach response. Provides AI tools to process, search,…
Sells primarily to B2B and public sector legal teams, including corporations, law firms, federal agencies, state and local agencies, litigators, and academic law and forensics programmes, especially…
Financial Health
N/AN/A
Location
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Computed from 5 filingsDevelops cloud-based software for property letting and management. Platform automates tenant applications, digital leases, rent collection, billing and arrears recovery, owner reporting, compliance…
Serves B2B property managers, letting agents, build-to-rent operators and larger property businesses managing rental portfolios, with plans aimed at mid-market and enterprise organisations.
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 4y
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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
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Computed from 3 filingsProvides online tools, statistics, and content for fantasy football players, particularly Fantasy Premier League. Offers player data, points predictions, fixture analysis, team planners, AI team…
Serves B2C users: individual fantasy football managers and football fans playing Fantasy Premier League, Telegraph Fantasy Football and Sun Dream Team, including app, Discord and WhatsApp community…
Financial Health
StableStable · Hiring · 15% CAGR over 2y
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Computed from 5 filingsProvides B2B data products including intent data, identity resolution, audience segmentation and campaign measurement. Aggregates data from a network of publishers and data providers to help…
Serves B2B sales, marketing and advertising teams, agencies, publishers and data/technology partners running account-based marketing, digital campaigns and campaign measurement.
Financial Health
StableStable · Hiring · 5% CAGR over 5y
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Computed from 4 filingsProvides a managed platform for running client‑specific market data workloads, executing and orchestrating data ingestion, processing and distribution. Operates runtime infrastructure that manages…
Serves B2B clients that rely on market data, particularly financial services and capital markets teams needing managed operation of client-specific data flows.
Financial Health
StrongStrong
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Computed from 5 filingsDevelops cloud-based dispatch and management software for private hire and taxi operators, including driver and passenger mobile apps. Provides booking management, automated job allocation, fleet…
Sells to private hire and taxi operators, including dispatch offices and ground transport companies, with tools used by business owners, controllers and drivers. Targets transport businesses needing…
Financial Health
HealthyHealthy · Hiring · 41% CAGR over 4y
Location
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Computed from 4 filingsDevelops software that uses AI and high‑resolution satellite imagery to map and classify habitats, conduct ecological and biodiversity surveys, monitor vegetation and species, and generate data for…
Serves organisations managing land or nature-related reporting, including planners needing BNG assessments, ESG and sustainability teams subject to CSRD/TNFD, and conservation or restoration bodies…
Financial Health
StrongStrong · Hiring · 34% CAGR over 3y
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Computed from 5 filingsProvides online booking and reservation software for organisations running classes, courses, workshops and events. Platform enables scheduling, ticket sales, payment collection, automated…
Serves businesses, sole organisers and non-profits that run classes, courses, workshops, activities and events, including online classes, leisure sessions, outdoor activities, conferences and…
Financial Health
StrongStrong · Growing, Hiring · 17% CAGR over 4y
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Computed from 3 filingsDevelops software for automating B2B risk management, control testing and audit processes. The platform uses AI to perform control assessments, identify risks, and support compliance with audit and…
Serves B2B organisations, audit teams, compliance teams and risk managers working with control assurance, financial audit, ISA 315 and DORA compliance requirements.
Financial Health
StrongStrong · Hiring · 98% CAGR over 2y
Location
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Computed from 4 filingsProvides enterprise asset management software that helps organisations track equipment, schedule preventive maintenance, manage work orders, parts inventory and inspections, and monitor asset…
Serves B2B and public-sector organizations managing facilities, assets and workplaces, including education, energy and transport, government, healthcare, manufacturing, software and business services…
Financial Health
StrongStrong
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Computed from 4 filingsProvides a marketing and sales automation platform that enables businesses to build websites, landing pages and lead capture forms, manage contacts, run campaigns via email, SMS and phone, schedule…
Sells to B2B marketers, small businesses and sales teams that manage online leads, customer communications, appointment booking and follow-up campaigns across channels.
Financial Health
StrongStrong · Hiring · 10% CAGR over 3y
Location
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Computed from 3 filingsProvides market intelligence and datasets on shareholder activism, investor voting, corporate governance and ESG. Produces reports, analytics and data feeds used by investment banks, asset managers,…
Serves investment banks, law firms, public company issuers, asset managers, hedge funds, proxy solicitors and asset owners involved in shareholder activism, proxy voting, governance and ESG decisions…
Financial Health
StrongStrong · Hiring · 15% CAGR over 2y
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Computed from 4 filingsDevelops smartphone-based diagnostic and monitoring tools for healthcare providers, including home urinalysis tests, UTI testing, kidney screening and digital wound assessment. Uses computer vision…
Serves healthcare systems, GP practices, clinicians and pharmacies managing patients needing kidney disease screening, UTI treatment, routine urinalysis and wound care, including untested populations…
Financial Health
StrongStrong · Hiring · 65% CAGR over 5y
Location
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Financial sub-scores
Computed from 3 filingsProvides competitor price monitoring and tracking software for retailers and brands. Uses web scraping and AI product matching to compare product prices across websites, generate reports and alerts,…
Serves B2B retailers and brands that need to monitor competitor pricing, reseller activity and marketplace prices across product ranges, including ecommerce, pricing and commercial teams.
Financial Health
HealthyHealthy · 0% CAGR over 2y
Location
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Develops software platforms and provides advisory services for open banking and open finance ecosystems, including identity and regulatory validation, certificate chain management, and infrastructure…
Serves governments, regulators, banks, payment providers and fintech infrastructure teams involved in open finance, PSD2 and secure financial data-sharing ecosystems globally.
Financial Health
N/AN/A
Location
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How Google Cloud Trace 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.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Google Cloud Trace is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Companies using Google Cloud Trace by city
Frequently asked questions
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