Purple
Purple is a b2B SaaS for guest WiFi, identity access and venue analytics.
Analyst Perspective
Purple is a UK-based B2B software company that provides cloud-managed WiFi access, identity-based network authentication, and first-party data capture tools for physical venues. Its products are used by retail, hospitality, transport, education, property, and other venue operators to manage guest and staff connectivity, capture consented user data, integrate with CRM and marketing systems, and analyse on-site behaviour such as dwell time and footfall. The company generates revenue primarily through recurring SaaS subscriptions for its guest, staff, and multi-tenant WiFi products, supplemented by professional services, paid-access WiFi monetisation, and some hardware-led SMB deployment. Its buyers are business customers rather than consumers: marketing teams, IT and security teams, facilities managers, and venue operators seeking a managed connectivity layer that also supports analytics and customer engagement.
Analyst Signal Briefing
Updated: 2 Jul 2026Purple has expanded its enterprise security focus, detailing integrations for WPA3, 802.1X, and SSO across guest networks. The company is further prioritising software-based infrastructure optimisation through its Purple Shield solution, which enables capacity upgrades without the requirement for new hardware. These technical developments continue under the established leadership of CEO Gavin Wheeldon and a board featuring Sir Terry Leahy and Chris Dedicoat.
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Key insights about Purple
Category Differentiation
This Purple is a B2B WiFi and access-management software company, not the consumer mattress brand of the same name. It is closer to guest WiFi, identity access, and venue analytics vendors than to general advertising platforms.
Purple: About
Purple sells cloud software that sits on top of existing network infrastructure and turns WiFi access into a managed business system. The platform creates value by handling authentication, consent capture, access control, analytics, and integrations with downstream business tools such as CRM and marketing automation systems. This lets venues improve connectivity, gather first-party data, secure staff access, and in some cases monetise network usage. Purple then monetises that value through recurring subscriptions, implementation services, upgrades, and selected transaction-linked or hardware-related revenue streams.
How Purple Works & Monetises
Business model analysis and core revenue streams
Purple primarily uses a SaaS subscription model with tiered plans for guest and access products, charging business customers for software features such as data capture, analytics, authentication, and integrations. It also uses a freemium or low-entry approach for SMB acquisition, then monetises through paid upgrades and add-ons. Additional revenue comes from professional services for deployment and integration, optional hardware for simple rollout, and paid WiFi features that enable venues to charge end users for access.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Service
Technology
Media Channel
Recent Signals (Purple)
How to Improve WiFi Security: An Enterprise Guide for 2026
Learn how to improve WiFi security beyond simple passwords. Our guide covers WPA3, 802.1X, network segmentation, and SSO for enterprise and guest networks.
Read original sourceWhy Your Next WiFi Upgrade Doesn’t Require New Hardware
Upgrading your WiFi capacity doesn’t have to mean pulling new cables. See how Purple Shield’s new...
Read original sourceLeadership Team Update
The current version of the webpage includes a detailed leadership team section, listing key executives such as Gavin Wheeldon (CEO), Pete Lee (COO), Tom Hackett (SVP Professional Services), Iain Jewitt (CTO), and James Kean (CFO), along with non-executive directors including Sir Terry Leahy and Chris Dedicoat.
Read original sourcePurple: Frequently Asked Questions
What is Purple?
Purple is a B2B software company that provides guest WiFi, staff WiFi, multi-tenant network access, and venue analytics tools for physical locations.
Who uses Purple?
Purple is used by marketing teams, IT and security teams, property managers, and venue operators across sectors such as retail, hospitality, transport, education, and shared spaces.
How does Purple make money?
Purple makes money mainly through recurring SaaS subscriptions, with additional revenue from professional services, optional hardware, and paid WiFi monetisation features.
Company Facts
- Founded
- 2012
- Headquarters
- United Kingdom
- Core Segment
- MarTech Vendor
- Company Size
- 50–200
- Official Link
- purple.ai