Data Analytics Companies Using RankMath SEO in the UK: 129 Active Firms (2026)
Data analytics companies using SEO tooling turn datasets into reporting, modelling and decision-support services for UK clients with public websites.
For data and analytics providers, an SEO plugin usually sits close to the commercial website rather than the product stack. It manages page titles, schema markup, indexation controls and on-page scoring for pages that have to explain technical services to procurement teams, founders, analysts and functional buyers. Adoption tends to signal a direct-channel sales motion: someone is maintaining content, watching technical search hygiene and trying to convert expert material into inbound demand. In this sector, that often fits consultancies, analytics software firms and managed reporting teams with enough marketing ownership to test search-led acquisition, but not necessarily a large demand-generation department.
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129 UK data and analytics companies in this adoption cohort are running this SEO tool on public websites. Reported headcount across the cohort is 1,916. Among detected SEO tools in the same sector, the system sits in the second position at 13.0%, behind the main incumbent at 77.7% and ahead of another option at 7.1%. Registered-address distribution is weighted towards London at 38.0%, followed by the South East at 16.3%, South West at 11.6%, East of England at 6.2% and North East at 5.4%.
Running an SEO plugin does not create a sector licence requirement, but the buyers and use cases around analytics alter the risk profile. Providers handling customer, employee or consumer information are expected to follow UK GDPR and the Data Protection Act principles on fairness, purpose limitation, minimisation, accuracy, retention and security, with the ICO as the relevant regulator. Search-led content programmes can also bring tracking, consent and profiling questions into the same operating model. Where personal information crosses borders, transfer mechanisms such as International Data Transfer Agreements, Standard Contractual Clauses, Binding Corporate Rules and adequacy regulations remain part of procurement due diligence.
Adoption appears likely to remain tied to firms with a direct-channel posture rather than to the whole analytics market. Providers tend to keep marketing tooling lightweight until organic search becomes a repeatable source of qualified enquiries, so usage may cluster among firms with owned content, vertical propositions and regular site publishing. The main pressure is less about feature novelty than governance: tracking choices, consent wording and content ownership have to sit beside client security reviews. Bundling in website platforms may pull some users back towards default SEO functions, while agencies and fractional marketing teams may keep specialist plugins in use where schema control and editorial workflow matter.
Adoption by company size
Adoption of RankMath SEO rises with company size across the trading UK data analytics companies in this cohort. 4.1% of the 1,948 companies with under 10 employees run RankMath SEO (79 detected). 4.7% of the 942 companies with 10–50 employees run RankMath SEO (44 detected). 5.1% of the 78 companies with over 50 employees run RankMath SEO (4 detected). That is a 1% gap between the over 50 employees and under 10 employees bands.
129
Active firms
2026
13%
Of detected SEO share
UK data analytics
8
Median headcount
Filed accounts
377
Verified contacts
Across this cohort
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Key facts
About 6% of the trading cohort reports turnover above £5M (8 of 129 firms) — the rest sits below that revenue band.
12% of the cohort was incorporated since 2022 (16 firms), so a sizeable share is in its first few filing cycles.
Among 990 data analytics companies with a detectable SEO system, the cohort’s SEO tool accounts for 13.0% of detected usage, behind the largest detected system at 77.7% and ahead of alternatives at 7.1%, 1.8% and 1.3%.
The web stack skews towards publishing and measurement layers: 99.2% also run a CMS, 67.4% use tag management and 60.5% use web analytics scripts.
London accounts for 38.0% (49) of the cohort by registered ITL1 region, followed by the South East at 16.3% (21) and the South West at 11.6% (15).
UK data and analytics providers do not generally need a single sector licence, but personal-data work brings UK GDPR, the Data Protection Act 2018 and ICO oversight into scope.
GOV.UK estimated data-driven companies generated £343 billion in annual turnover in 2023 and contributed £84.9 billion, or 3.8%, in GVA.
SEO market share among UK Data Analytics
Share of the 990 UK Data Analytics with a detectable system. As of June 2026.
What else do RankMath SEO-running Data Analytics run?
Share of the 129 RankMath SEO-running UK companies where each technology was also detected. As of June 2026.
Where RankMath SEO Data Analytics 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
£677.4K
Median UK turnover
6.2%
Above £5M turnover
16
Incorporated since 2022
377 verified decision-maker contacts
across these 129 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK Data Analytics using RankMath SEO
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 5 filingsProvides consulting, assurance and AI data services to organisations. Designs data architectures, integrates and engineers data platforms, and implements governance, quality, security and analytics…
Serves large enterprises and public sector bodies, especially boards and leadership teams in regulated sectors such as banking, insurance, life sciences, energy, telecoms, logistics, automotive, and…
Financial Health
StableStable
Location
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Financial sub-scores
Computed from 5 filingsDevelops healthcare analytics software and data platforms that collect and analyse clinical and financial data. Provides tools for costing, budgeting, forecasting, operating room management, and…
Serves healthcare providers, hospitals, clinicians, life science companies, government institutions and clinical registry holders across Europe, targeting teams involved in care delivery, funding,…
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 4y
Location
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Provides a data intelligence platform for market research and B2B company analysis. Aggregates global data on companies and decision‑makers, offering tools for company discovery, financial…
Serves B2B organizations including corporates, banks, insurers, governments, dealers, agencies, consultants and system integrators, especially marketing, sales, procurement and M&A teams seeking…
Location
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Financial sub-scores
Computed from 3 filingsProvides pharmaceutical pricing data, analytics software, and consulting services. Offers datasets on drug list and net prices, rebates and market access outcomes across international markets, plus…
Serves B2B customers in life sciences and adjacent sectors: enterprise, mid-market and emerging pharmaceutical firms, biotechnology companies, clinical research organisations, financial institutions…
Financial Health
HealthyHealthy · -22% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides data science and analytics consulting, developing AI‑driven models, revenue optimisation tools and operational planning systems. Works with sectors such as financial services, logistics,…
Serves B2B organisations in financial services, logistics and supply chain, manufacturing, mining and resources, retail and FMCG, telecommunications, and healthcare, targeting teams responsible for…
Financial Health
StrongStrong · Growing, Hiring · 46% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides data management and engineering services including cloud migration and optimisation, data governance, AI and analytics, and custom software development. Designs and implements data…
Serves B2B clients in financial services, insurance, retail, telecoms, media, entertainment, gaming and betting, plus healthcare professionals, data scientists and researchers needing health data…
Financial Health
HealthyHealthy · Hiring · 46% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides software and advisory services for private market investors and companies to collect and manage sustainability and ESG data, calculate greenhouse gas emissions, assess climate risk, and…
Sells to private markets participants, especially investors and portfolio companies needing ESG, carbon and regulatory data management. Serves business users handling sustainability, risk, compliance…
Financial Health
StrongStrong · Hiring · 72% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsProvides consulting and implementation services for data, cloud and AI platforms, including data strategy, governance, master data management, data warehousing, integration, analytics, and…
Serves B2B organisations and data teams undertaking data, cloud and AI transformation, including enterprises using platforms such as Microsoft, AWS, Snowflake, Informatica and Semarchy; works with…
Financial Health
StrongStrong · Growing, Hiring · 16% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsProvides datasets, APIs and analytics on companies, professionals, technologies and skills. Aggregates global profile and firmographic data to support sales targeting, marketing intelligence,…
Serves B2B sales and marketing, HR/workforce, product development, data and analytics teams at organisations using professional, company, skills and intent data.
Financial Health
StableStable · -3% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsDevelops data decisioning and automation software for financial and commercial organisations. Provides platforms for credit origination, prescreening, risk and fraud management, customer acquisition,…
Serves B2B enterprises in financial services, retail, automotive and telecoms, especially lenders, credit providers and merchants managing customer acquisition, risk, fraud and credit decisioning.
Financial Health
HealthyHealthy · Hiring · 41% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsDevelops a business analytics and reporting platform that integrates data from enterprise systems such as Oracle applications. Provides pre-built dashboards, data pipelines, and AI-assisted insights…
Sells to businesses using Oracle, UKG and other enterprise systems, targeting HR, finance, sales and supply chain teams across mid-market and enterprise organisations.
Financial Health
WeakWeak · -3% CAGR over 3y
Location
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Computed from 4 filingsProvides online survey software and market research services, including survey programming, sample sourcing, field management, data cleansing, and reporting. Platform supports survey hosting, quotas,…
Sells to B2B research operations teams at consultancies, market research agencies and corporations globally, especially organisations running complex online survey research programmes.
Financial Health
StableStable · 0% CAGR over 3y
Location
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Provides software platform for private markets firms to collect, validate and manage fund and portfolio data. Integrates with asset servicers and portfolio companies, and automates data validation,…
Serves B2B private markets investment firms, including private equity managers and their finance, investor relations, partner and deal teams handling fund, portfolio and investor reporting data.
Location
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Financial sub-scores
Computed from 5 filingsProvides cloud-based customer engagement software, including customer data management, machine learning analytics, loyalty and rewards programme management, marketing automation, and real-time…
Serves marketing, loyalty and customer experience teams at enterprise brands, including retailers and other consumer-facing organisations, plus public sector bodies needing citizen engagement…
Financial Health
WeakWeak · -68% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsDevelops software and provides market research services for brand and campaign tracking. Collects and analyses real-time consumer opinion data across global markets, supplying dashboards and insights…
Serves B2B marketing, brand and consumer insights teams at consumer-facing companies and global brands, including FMCG, food and drink, retail and sports brands operating across multiple markets.
Financial Health
StrongStrong · Growing, Hiring · 22% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsProvides an online product intelligence and market research platform that collects consumer feedback through a user community. Enables businesses to test product concepts, analyse customer sentiment,…
Serves B2B consumer-facing brands and product teams seeking feedback from target consumers, including roles in brand tracking, audience segmentation, agile innovation and new product development…
Financial Health
StrongStrong · Hiring · 35% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsProvides data analytics and decision science services to enterprises, including data engineering, machine learning, artificial intelligence, business intelligence, and data visualization. Develops…
Serves large enterprises and public-sector institutions globally, especially Fortune 500 organisations in banking, CPG, healthcare, high tech, insurance, manufacturing, energy, pharma, retail,…
Financial Health
HealthyHealthy · 0% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsProvides consulting services on data, artificial intelligence and technology strategy. Advises enterprises on data governance, operating models, enterprise architecture, data literacy, cybersecurity…
Serves enterprise organisations and their data, AI, technology and change leaders, including teams responsible for governance, architecture, cyber security, sourcing and M&A technology across…
Financial Health
StableStable · Hiring · 38% CAGR over 4y
Location
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Computed from 4 filingsProvides data analytics and market intelligence platforms for the sport, recreation and events sectors, connecting datasets across a partner network to analyse participation, facility usage, audience…
Serves sport, recreation and community-sector organisations, including government planners and funders, facilities and clubs, sports programs, brands and agencies, and operators of active…
Financial Health
WeakWeak · 0% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsProvides financial data and analytics on corporate insider transactions, share buybacks, and director changes. Offers datasets, desktop tools, signals, and research reports that track and analyse…
Serves professional investors, fund managers and quantitative investment teams seeking listed-company trading, share buyback, director change and political stock trading data.
Financial Health
HealthyHealthy · Hiring · 11% CAGR over 2y
Location
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Financial sub-scores
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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Financial sub-scores
Computed from 5 filingsProvides software and data management platforms for the oil and gas industry, including systems for acquiring, aggregating, storing and visualising wellsite and drilling data. Offers analytics and…
Sells to businesses in the oil, gas and wider energy sector, including operators, drilling, completion, production and wireline teams needing real-time data management, analytics and visualization…
Financial Health
HealthyHealthy
Location
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Financial sub-scores
Computed from 4 filingsDevelops machine learning models and data platforms for analysing financial markets and macroeconomic conditions. Provides high‑frequency data feeds, inflation and economic forecasts, and tools for…
Serves institutional clients including investors, hedge funds, global banks, asset managers, corporates and policy organisations that need macroeconomic data, forecasts and modelling tools.
Financial Health
WeakWeak · Hiring · 26% CAGR over 3y
Location
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Computed from 3 filingsDevelops traffic simulation software used by transport planners and highways teams to model road networks and mobility systems, assess impacts of roadworks, diversions and traffic management plans,…
Serves highways teams, transport planners, road authorities and infrastructure organisations assessing roadworks, diversions, traffic management plans and wider mobility scenarios.
Financial Health
StableStable · -32% CAGR over 2y
Location
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Computed from 5 filingsProvides sports data analytics and technology services, collecting and analysing performance and event data across sports such as cricket, football, tennis, rugby and horse racing. Develops…
Serves sports rightsholders, broadcasters, media organisations and betting/gaming businesses across cricket, football, horse racing, rugby and tennis.
Financial Health
StrongStrong · Growing, Hiring · 29% CAGR over 4y
Location
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Computed from 3 filingsDevelops software for insurance underwriting and risk management. Its platform integrates exposure management, catastrophe modelling outputs, and portfolio analytics to support pricing decisions,…
Sells to insurance and reinsurance businesses, particularly underwriting, exposure management and catastrophe modelling teams managing portfolio risk, pricing and event response.
Financial Health
StrongStrong · Hiring · 41% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops financial reporting and corporate performance management software for ERP systems including Epicor, SAP Business One, Nextworld and Acumatica. Provides tools for report design, Excel-based…
Serves B2B finance teams, report power users, cost-centre managers and executives in organisations running Epicor, SAP Business One/ByDesign, Nextworld, Acumatica or Coda ERP systems.
Financial Health
StrongStrong · Hiring · 6% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsProvides data intelligence on global AI and deep‑tech talent. Tracks scientists, engineers and innovators to deliver talent diagnostics, mapping and analytics used by investors and recruitment teams…
Serves venture capital and private equity investors, recruitment teams, and technology companies hiring or assessing AI and deep-tech talent in areas such as quantum, engineering biology, and life…
Financial Health
HealthyHealthy · Hiring · 189% CAGR over 2y
Location
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Computed from 5 filingsDevelops and operates an online land data and intelligence platform providing GIS-based access to planning applications, local plan policies, land availability assessments, ownership data and…
Sells to UK property developers, land buyers, planners and property professionals evaluating sites and monitoring planning activity across Great Britain.
Financial Health
StableStable · Hiring · 28% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides risk intelligence software and services for third-party risk management, enhanced due diligence, and KYC/customer screening. Uses open-source intelligence, adverse media and social media…
Serves risk, compliance, procurement and HR teams at regulated businesses, especially financial services, needing third-party, customer, executive and integrity checks for onboarding, vendor…
Financial Health
HealthyHealthy · -70% CAGR over 4y
Location
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Computed from 3 filingsProvides bespoke software development and data analytics services, including web and mobile application development, API and system integration, SQL database development, and business intelligence…
Serves ambitious SMEs and large enterprises, selling to heads of department, directors and business leaders across sectors including construction, manufacturing and media.
Financial Health
WeakWeak · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsDevelops financial planning and performance management software for budgeting, forecasting, reporting and financial consolidation. The platform integrates data from enterprise systems and supports…
Serves finance, FP&A and corporate performance teams at companies, including wider business stakeholders involved in budgeting, forecasting, consolidation, management reporting and ESG reporting.
Financial Health
HealthyHealthy · Hiring · 94% CAGR over 2y
Location
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Computed from 3 filingsDevelops software providing digital mapping, property data and research tools for commercial property professionals. Platform offers occupier data, transaction comparables, title boundary maps,…
Serves B2B customers in the UK commercial property sector, including property firms, commercial agents, valuers, developers, investors and architects.
Financial Health
StableStable · -2% CAGR over 2y
Location
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Computed from 4 filingsProvides a vector database platform for building AI and generative AI applications. Offers vector search, retrieval‑augmented generation support, real-time data updates, and integration with AI…
Serves businesses, developers and AI product teams building GenAI applications, especially organisations using proprietary data for RAG, personalised recommendations, knowledge management and…
Financial Health
HealthyHealthy
Location
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Develops artificial intelligence and optimisation systems for businesses, providing consulting and software for marketing analytics, transport and logistics routing, workforce scheduling, and…
Serves B2B organisations with complex marketing, workforce, transport, supply chain and logistics challenges, including retailers and delivery-led businesses seeking AI strategy, optimisation and…
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Financial sub-scores
Computed from 5 filingsProvides data management and consulting services including product information management (PIM) and master data management (MDM) implementations within the Syndigo ecosystem, along with data…
Serves B2B organisations using or adopting Syndigo, PIM or MDM platforms, especially data, ecommerce and product information teams responsible for enterprise data, AI, governance and data engineering.
Financial Health
StableStable · -70% CAGR over 4y
Location
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Computed from 5 filingsProvides web-based location intelligence and analytics software. Its Periscope platform analyses demographic, sales, competitor and footfall data through mapping tools to support location planning,…
Serves UK and European businesses and public-facing organisations with physical locations, including retail, franchise, property and branch networks. Targets strategy, location planning, marketing,…
Financial Health
StableStable · Hiring · 5% CAGR over 4y
Location
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Computed from 5 filingsProvides a subscription-based B2B data platform offering verified contact information for decision‑makers in large enterprises and public sector organisations across EMEA. Data is researched in-house…
Sells to B2B sales, marketing and lead generation teams targeting enterprise and public sector organisations across EMEA, especially those needing decision-maker data for large organisations.
Financial Health
DistressedDistressed · -16% CAGR over 4y
Location
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Computed from 5 filingsDevelops AI-powered supplier discovery and market intelligence software for procurement teams. The platform searches and analyses global supplier data, maps vendor landscapes by category and…
Serves B2B procurement professionals, category managers and sourcing teams in organisations researching suppliers, markets and product categories across geographies.
Financial Health
WeakWeak · Hiring · 25% CAGR over 4y
Location
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Computed from 2 filingsProvides a cloud-based investment management platform for institutional investors. Integrates portfolio and order management, investment data management, risk and performance analytics, accounting,…
Sells to institutional investors and investment teams, including asset managers, banks, hedge funds, insurers, pensions, endowments, public sector fund managers, corporate treasuries, and energy…
Financial Health
HealthyHealthy · Hiring · 15% CAGR over 1y
Location
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Computed from 5 filingsProvides marketing automation and performance tracking software including lead tracking and distribution, call tracking, email and SMS marketing, click tracking, cloud phone systems, suppression list…
Serves B2B marketing and operations teams, lead generators, and firms in insurance, financial services, and home services that manage high-volume leads, calls, clicks, email, SMS, and partner…
Financial Health
StrongStrong · Growing, Hiring · 28% CAGR over 4y
Location
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Computed from 5 filingsDevelops software and data analytics systems for the rail industry, using GPS, sensor and operational data to monitor vehicles, analyse performance, manage fleets, report incidents, and provide…
Sells to B2B customers in the rail sector, including train operating companies, rail infrastructure managers and transport network teams responsible for fleet performance, incidents and overhead line…
Financial Health
HealthyHealthy · Hiring · 21% CAGR over 4y
Location
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Computed from 2 filingsDevelops bespoke business software and applications, including CRM, ERP, e‑commerce and industry‑specific systems. Provides cloud services, AI and machine learning integration, data automation, BI…
Serves B2B organisations needing tailored software across finance, healthcare, retail, ecommerce, manufacturing and IT, including teams responsible for operations, CRM, ERP, data, cloud platforms and…
Financial Health
HealthyHealthy · Hiring · 501% CAGR over 1y
Location
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Computed from 4 filingsDevelops cloud-based software for log analytics, security monitoring, and IT observability. The platform collects and analyzes machine data to detect security threats, monitor infrastructure and…
Serves B2B and public sector organisations, targeting security operations, IT, DevOps and engineering teams across education, finance, gaming, manufacturing, retail and tech/SaaS.
Financial Health
StableStable · -9% CAGR over 3y
Location
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Computed from 2 filingsProvides artificial intelligence consulting, machine learning model development and data science services. Develops bespoke AI systems and analytics tools, including AI‑driven SEO and workflow…
Serves businesses and large organisations, including teams with proprietary data, digital marketing/SEO functions, and enterprises in sectors such as healthcare, media, technology, telecoms and…
Financial Health
HealthyHealthy · Hiring · 45% CAGR over 1y
Location
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Computed from 3 filingsProvides customer experience management software that collects and analyses customer and employee feedback across multiple channels. Offers survey tools, reputation management, conversational…
Serves B2B customer experience, marketing, insights, contact centre and HR teams at mid-market and enterprise organisations, especially consumer-facing brands managing customer feedback, reviews and…
Financial Health
HealthyHealthy · Profitable · -31% CAGR over 2y
Location
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Computed from 5 filingsDevelops AI-powered digital forensics software for law enforcement, including tools for CSAM categorisation and victim identification, CCTV video review and enhancement, audio transcription,…
Serves law enforcement agencies, child protection/ICAC teams, digital forensics labs and frontline investigators worldwide handling CSAM, CCTV and media evidence workflows.
Financial Health
StrongStrong · Hiring · 26% CAGR over 4y
Location
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Computed from 5 filingsProvides a real-time enterprise risk intelligence platform that monitors and assesses third‑party partners, vendors and merchants. Offers due diligence screening, compliance monitoring, website…
Serves B2B risk, compliance and onboarding teams at payments, iGaming, crypto/VASP and other regulated businesses that manage merchants, suppliers, vendors and partners.
Financial Health
StableStable · Hiring · 63% CAGR over 4y
Location
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Computed from 3 filingsProvides a software platform that enables e‑commerce businesses to collect and manage verified customer ratings and reviews for products and services. Includes feedback collection tools, analytics,…
Serves B2B e-commerce brands and online retailers, including fashion, sports and consumer goods sellers, targeting marketing, customer experience and e-commerce teams across multiple markets.
Financial Health
WeakWeak · Hiring · 53% CAGR over 2y
Location
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How RankMath SEO 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. data analytics 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 data analytics 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.
RankMath SEO is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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