Geospatial Data & Transit Mapping · MarTech Vendor
Purple
B2B SaaS for guest WiFi, identity access and venue analytics.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- United Kingdom
- Company size
- 50–200
- Market cluster / sector
- Geospatial Data & Transit Mapping
- Market role
- MarTech Vendor
- Official website
- purple.ai
What Purple does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Purple 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.
Business model & monetisation
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.
- Guest, staff, and multi-tenant WiFi subscriptions
- Software Subscription
- Professional services and implementation
- Service Fee
- SMB hardware and deployment bundles
- Retail Margin
- Paid WiFi access monetisation
- Pay-per-Use
Products & capabilities
No products with linked sources are available in this view.
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Competitors & alternatives
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Enterprise WiFi software for access, analytics and location-driven engagement.
WiFi-based marketing platform for brick-and-mortar customer data and attribution.
Healthcare-focused identity and access management software provider.
Venue intelligence software for analytics, customer data and activation.
In-location marketing software and services for multi-site businesses.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Purple secures Essex County Council and Tyne and Wear Metro contracts, opens new Manchester office
Recorded impact score: 4/5
Purple has been selected by Essex County Council to provide connectivity across 170 sites in a seven-year agreement, and by Nexus to provide WiFi across the Tyne and Wear Metro. The company also opened a new office at Annie Kenney Mill in Chadderton, Oldham, as part of its global expansion.
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Questions about Purple
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
18 publicly documented primary sources and citations linked across the market graph.
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