LMS Used by UK B2B Companies: Market Share (2026)
Detected LMS market share across 204 UK B2B companies, with Thinkific and VideoTile level at 34.8% each (71 companies apiece).
Among 112,401 trading UK B2B companies, 204 have a detectable LMS. The detected market is concentrated: Thinkific and VideoTile each account for 34.8% (71 companies), with BreatheHR on 26.0% (53) and Famly on 4.4% (9).
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Size matters in the split, though the sample is small. Thinkific leads among companies with Under 10 employees at 36.4% of 132 companies, while VideoTile leads the 10–50 employees band at 39.1% of 64 companies.
The Over 50 employees band contains only 8 detected companies, so its leader position is thinner evidence. Thinkific leads there with 25.0%, while the wider market still shows a three-system contest rather than a single default LMS.
204
B2B with detected LMS
Of 112,401 UK B2B
0.2%
Detection rate
2026
4
Systems detected
In this category
34.8%
Leader share
Thinkific
UK B2B LMS market share
LMS compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Thinkific | 71 | 34.8% | 5 | 36.6% | Five-person teams, London-skewed |
| VideoTile | 71 | 34.8% | 8 | 7% | Eight-person teams, less London-weighted |
| BreatheHR | 53 | 26% | 7 | 18.9% | Seven-person teams, HR-adjacent |
| Famly | 9 | 4.4% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading LMS system shifts with company size: among UK B2B with under 10 employees, Thinkific leads at 36.4% of the 132 with a detectable system; among UK B2B with 10–50 employees, VideoTile leads at 39.1% of the 64 with a detectable system; and among UK B2B with over 50 employees, Thinkific leads at 25% of the 8 with a detectable system.
Under 10 employees
36.4% of band
Under 10 employees is the largest detected band, with 132 companies. Thinkific leads with 36.4%, suggesting the smallest B2B firms often use LMS tools suited to lean teams and externally packaged training.
10–50 employees
39.1% of band
10–50 employees contains 64 companies and shifts towards VideoTile, which leads with 39.1%. This band looks more contested, with training delivery, compliance content and HR-adjacent workflows all in play.
Over 50 employees
25% of band
Over 50 employees has 8 detected companies, so share movements are sensitive to a small number of users. Thinkific leads with 25.0%, but no system has a deep hold on this band.
How LMS 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.
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UK B2B by LMS
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Frequently asked questions
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