Veraset
Veraset sells raw GPS location data from phones to businesses and researchers.
On the record
Checkpoint: Orchestrator platform adoption results and any FTC action following the Kochava ban
The call
Veraset holds a shrinking raw-data niche while regulators ban its peers and richer rivals eat the layer above it.
Veraset buys smartphone location data and sells it to businesses for things like store traffic analysis. The problem is that Apple and Google are making it harder to collect this kind of data, the government is shutting down similar companies (Kochava, X-Mode), and bigger, richer competitors like Placer.ai are selling fancier tools that sit on top of this raw data and take most of the profit. The one thing that could help is if their new product called Orchestrator actually makes customers stick around, but so far it looks like it might just be a prettier way to sell the same commodity data that artificial intelligence and other companies are already copying.
Why
01
AI pressure: Placer.ai and other AI-driven analytics platforms. AI dashboards now turn raw location pings into insights directly, pushing buyers past Veraset's flat files to finished answers. Could AI do the core job? Only partly.
02
Bigger players: Placer.ai, Foursquare, and SafeGraph. Placer.ai neared $120M ARR and a $1B valuation while Veraset stayed stuck selling the cheaper raw layer beneath it. Could a giant copy it? Yes, easily.
03
What protects it. Its raw GPS panel still feeds other companies' products, so it survives as a supplier even while losing the analytics fight.
What would change this call
FTC brings enforcement action naming Veraset directly, following the Kochava and X-Mode/Outlogic pattern. Would show regulators are extending raw-location-data bans to Veraset's tier, threatening its core business.
Veraset discloses Orchestrator customer count or revenue within the next two to three quarters. Would show whether its analytics-layer bet is gaining real traction or staying a niche add-on.
PitchBook's 'Acquired/Merged' status is confirmed or retracted with a named acquirer. Would clarify whether Veraset's ownership has already changed hands, altering who controls its data pipeline.
Veraset discloses Orchestrator customer count or revenue within the next two to three quarters. Would show whether its analytics-layer bet is gaining real traction or staying a niche add-on.
PitchBook's 'Acquired/Merged' status is confirmed or retracted with a named acquirer. Would clarify whether Veraset's ownership has already changed hands, altering who controls its data pipeline.
Key numbers
- Revenue estimates span $855K to $15M
- Headcount estimated at 1 to 50 employees
- FTC banned peer Kochava from selling location data
Named risks
- FTC enforcement pattern against location-data brokers (Kochava May 2026, X-Mode/InMarket 2024) may extend to Veraset.
- Platform-level ID restrictions (Apple ATT, Android ID changes) eroding raw GPS supply volume sector-wide.
- PitchBook 'Acquired/Merged' status unconfirmed, creating ownership uncertainty.
- Financial opacity with third-party revenue estimates diverging 18x ($855K to $15M).
- California Delete Act and DROP portal impose new 2026 compliance deadlines on data brokers.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Placer.ai | losing to | >$120M ARR and ~$1B valuation by 2025 versus Veraset's sub-$15M estimated revenue |
| Foursquare | losing to | Transitioned to enterprise-grade location-intelligence platform, capturing analytics-layer value by 2026 |
| SafeGraph | contesting | Veraset spun off from SafeGraph in 2017, now competes directly for same raw-data customers |
| Kochava | losing to | FTC banned Kochava subsidiary from selling location data on 2026-05-04, raising regulatory risk for peers like Veraset |
Questions people ask
- Is Veraset profitable in 2026?
- Unknown. Veraset does not disclose financials publicly and third-party estimates conflict wildly, ranging from $855,550 (Prospeo) to $15 million (ZoomInfo/Datanyze) in annual revenue, an 18x gap that signals no verified profitability data exists as of 2026-03-23.
- Who owns Veraset?
- Ownership is unclear. Veraset is privately held with no confirmed funding rounds or investors, but PitchBook's 2026 profile flags its status as 'Acquired/Merged' with 'Latest Deal Type: M&A', a claim uncorroborated by any press release as of 2026.
- Could AI replace Veraset?
- Partially. Veraset's raw device-level GPS panel resists direct AI substitution since models cannot generate proprietary location data, but its analytics/dashboard layer is exposed to AI-driven commoditization already underway at rivals like Placer.ai as of 2026-03-16.
- Who is Veraset's biggest competitor?
- Placer.ai, which reported over $120 million ARR and a roughly $1 billion valuation by 2025, plus Foursquare, which has moved into enterprise location intelligence, and SafeGraph, the company Veraset spun off from in 2017 and now competes against directly.
- Is Veraset at risk of FTC enforcement?
- The sector faces active FTC risk: the agency banned data broker Kochava's subsidiary from selling sensitive location data on 2026-05-04, following 2024 actions against X-Mode/Outlogic and InMarket, though no direct FTC action against Veraset itself has been confirmed as of mid-2026.
- What is Veraset's Orchestrator product?
- Orchestrator is a self-serve mobility-intelligence platform Veraset launched on 2026-03-24, letting marketing and analytics teams build repeatable data workflows and audiences without engineering support, aimed at moving beyond flat-file raw data sales.
Timeline
- 2026-05-04FTC bans Kochava subsidiary from selling sensitive location data, a direct peer enforcement action
- 2026-03-24Veraset launches Orchestrator, a self-serve mobility-intelligence workflow platform
- 2026PitchBook profile lists Veraset status as 'Acquired/Merged', unconfirmed by press release
- 2024-01FTC takes enforcement action against location-data peers X-Mode/Outlogic and InMarket
- 2022-06-19Rival Placer.ai reaches $1B valuation in Series C funding
- 2021-11-10EFF reports Veraset gave bulk device-level GPS data to DC government
- 2020Veraset provides free bulk GPS location data to Washington DC government during COVID-19
- 2017Veraset founded as a spinoff of SafeGraph
Revision history
21 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Data Broker Veraset Gave Bulk Device-Level GPS Data to DC Government (2021-11-10)
- Veraset - Products, Competitors, Financials (2024-01-17)
- Movement (2026-03-23)
- Veraset Revenue, Funding & Valuation
- Veraset - Overview, News & Similar companies
- Veraset 2026 Company Profile
- Product Comparison
- Home/Work
- Introducing Orchestrator: Veraset's Self-Serve Mobility Intelligence Platform (2026-03-23)
- Veraset - Top Competitors & Alternatives
- How Does Placer.ai Company Work? (2026-03-16)
- FTC to Ban Kochava and Subsidiary (2026-05-04)