WillItSurvive
Financial data and information services · subsidiary of Unacast · United States

Gravy Analytics

gravyanalytics.com ↗

Sells raw mobile location data and analytics, with Venntel reselling access to U.S. government agencies.

Little protection left
Assessed 21 July 2026 · Evidence as of 21 July 2026
Not much stands between this business and its pressures.
On the recordSince 21 July 2026 · Checkable from 2026 · Every call on the record Checkpoint: Fourth Amendment Is Not For Sale Act vote, which would end Venntel's government data sales
The call

A location data seller facing platform lockouts, a finalized FTC order, pending legislation, and a breach that scared off trust, funded lately by debt instead of equity.

Gravy Analytics sells insights pulled from phone location data, mostly to government agencies through a partner called Venntel. The company is getting squeezed from three directions at once: Apple and Google are blocking access to the raw location signals Gravy depends on, the FTC banned it from selling sensitive data to the government, and new AI competitors can now do similar analysis from cheaper, public location feeds without needing Gravy as a middleman. A major data breach in January 2025 also hurt trust. The thing that could change everything is whether Congress passes the Fourth Amendment Is Not For Sale Act, which would kill government data sales entirely and leave Gravy with almost no business model.

Why
01
AI pressure: GrowthFactor. GrowthFactor layers AI-scored insights on the same raw location feeds, squeezing out Gravy's analytics layer. Could AI do the core job? Yes, likely.
02
Bigger players: Apple and Google. Apple's ATT and Android ID changes are cutting off the raw signal supply Gravy depends on to operate at all. Could a giant copy it? Yes, easily.
03
What protects it. Venntel's existing government contracts and years of accumulated location data give it a head start, but that head start is shrinking fast.
What would change this call
Vote or passage timeline of the Fourth Amendment Is Not For Sale Act. Would eliminate Venntel's government-sales revenue channel.
Unacast's next funding round terms in 2026-2027. Debt vs equity and valuation mark would show if investors see recovery as viable.
Outcomes of pending class-action lawsuits in NJ, VA, CA over the breach. Large settlements would signal financial and reputational damage compounding.
Key numbers
  • Revenue estimated $2.3M to $11.2M across trackers (2023-2026)
  • Headcount down 33% year over year (2026-07-13)
  • Parent Unacast took $28M in debt, not equity, Dec 2025 (2025-12)
Named risks
  • Fourth Amendment Is Not For Sale Act could eliminate Venntel's government sales revenue channel. Severity: high
  • FTC consent order compliance failures could trigger civil penalties and further sensitive-data sale restrictions. Severity: high
  • Apple ATT and Android ID changes continue cutting off third-party raw location data supply. Severity: high
  • Ongoing class-action litigation from 2025 breach could result in damages or settlements. Severity: medium
  • Parent Unacast relying on debt financing rather than equity signals reduced investor confidence. Severity: medium
Rivals, as read in July 2026
RivalDirectionEvidence
Placer.ailosing toPlacer.ai holds ~28% NA retail/CRE market share and ~$136.5M revenue vs Gravy's $2.3-11.2M, 2025 estimate
GrowthFactorlosing toStacks AI scoring atop raw feeds including Unacast data, commoditizing analytics layer as of 2026-07-13
Google/Metalosing toControl vastly larger first-party walled-garden location data, squeezing third-party brokers, per 2026-03-20 report
FoursquarecontestingCompeting with 100M+ global POI database and attribution/audience products in same category
SafeGraph/DeweycontestingRival raw hourly POI data provider named as closest peer in market comparisons
Questions people ask
Is Gravy Analytics profitable?
No public profitability data exists since Gravy is private and does not disclose audited financials. Third-party vendor estimates peg revenue between $2.3M (Latka, 2023 ARR) and $11.2M (Datanyze, 2026), a subscale figure suggesting thin or negative margins for a data broker facing regulatory costs.
Did Gravy Analytics have a data breach?
Yes. In January 2025 an attacker accessed Gravy Analytics' AWS cloud storage via a stolen key and exfiltrated location data, with an initial leak of about 1.4GB covering 30 million records and a hacker claim of up to 10 to 17TB total, per Malwarebytes reporting dated 2025-01-14.
Who is Gravy Analytics' biggest competitor?
Placer.ai is the category leader in location intelligence, holding roughly 28% of the North American retail and commercial-real-estate market with about $136.5M in revenue as of 2025, dwarfing Gravy Analytics' estimated $2.3 to 11.2M revenue range.
Could AI replace Gravy Analytics' business?
Partially. Competitors like GrowthFactor are as of mid-2026 stacking AI scoring atop commodity raw location feeds from Unacast, Esri, StreetLight, and Dataplor, pushing value capture upstream and threatening to disintermediate Gravy's analytics layer while raw data supply itself is being restricted by Apple and Google.
Who owns Gravy Analytics?
Gravy Analytics merged with Norwegian firm Unacast in November 2023, and Unacast is now its parent company, per TechCrunch reporting dated 2025-01-13. Unacast has raised $79.1M cumulatively across 7 rounds, most recently $28M in debt financing led by Vector Capital reported in December 2025.
What is Venntel and why does it matter for Gravy Analytics?
Venntel is a wholly owned Gravy Analytics subsidiary that resells location data to U.S. government and law enforcement agencies, per an FTC consent order. This government-sales channel is now threatened by the proposed Fourth Amendment Is Not For Sale Act, which targets data brokers selling to government buyers.
Timeline
  • 2025-10Foley v. Gravy Analytics class action in N.D. Cal. voluntarily dismissed without prejudice
  • 2025-05Report notes multiple class actions filed in NJ, VA, CA over breach fallout
  • 2025-01-14FTC finalizes consent order banning sale of sensitive location data
  • 2025-01-13TechCrunch reports massive breach of Gravy Analytics location data trove
  • 2025-01Hacker leaks initial 1.4GB/30M records on XSS forum, claims up to 17TB total
  • 2024-12-03FTC takes action against Gravy Analytics and Venntel over unlawful data sales
  • 2023-11Gravy Analytics merges with Norwegian firm Unacast, forming combined parent entity
  • 2016-12Gravy Analytics closes $7.7M funding round led by Spring Lake Equity Partners
  • 2011Company founded, originally named timeRAZOR
Revision history
21 July 2026
First assessed. Little protection left. The text above is fixed as of this date and is not edited afterwards.
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