Vela Interim v0.3 · data as of 8 Oct 2026 · sales map refreshed 16 Oct

What Vela's purchase data is worth, and to whom

A verified, SKU-level view of the same UK shoppers across every retailer they use. Licence value comes from consistent signals across categories and brands. The GMV we observe proves coverage; it does not set the price.

6,393weekly active trackers, nearly 5x in 9 weeks
£1.12mGMV verified in one week, about £58m a year at that pace
3,000+retailers and merchants seen in the last 30 days
£30-50kindicative licence per buyer, once a stable panel has history
1

The dataset today, and how fast it is growing

Public launch was late July 2026. Everything below is verified receipt data from the Vela app, measured weekly.

Registered users
11,199
Lifetime, all organic
Weekly active trackers
6,393
Week of 28 Sep · 57% of registered
Verified transactions a week
41,408
About 2.2m a year at this pace
GMV verified to date
£7.49m
£4.17m in the last 30 days
Weekly active trackers
GMV verified per week

Weeks start Monday. The week of 27 Jul is the launch week. The current week (from 5 Oct) is partial and left out.

Why GMV doesn't set the price

Buyers pay for a signal they can use again and again: a stable group of shoppers, watched consistently, across many brands and categories. The £58m a year of observed spend tells them our coverage is real. What they actually pay for is a licence.

Data ARR = licensed buyers × price per licence

From three buyer conversations: a panel of roughly 10,000 to 20,000 people, observed consistently for about two years, could support around £30-50k a year per buyer licence. These are indicative figures from those conversations. Nothing has been agreed or signed.

Readiness gates buyers set

Where the dataset sits against what each buyer type told us they need.

2

What we collect, and which industries can use it

Eight data buckets mapped against eight buyer industries. Dot size shows our current view of fit; buyer calls will confirm or correct it.

Where the last 30 days of verified spend came from

Merchants grouped by name, so the split is approximate. Most of the "other" bucket is independent shops and long-tail merchants.

Core fitStrongSome useLittle or none
3

Where the buckets combine into signals

Single buckets are commodity data. Intersections are where Vela sees something nobody else can, because one shopper is followed across every retailer and outside grocery too.

4

Bias in the data, shown openly

Every panel is skewed. Buyers trust a dataset more when the skews are measured and named. These are ours today.

Grocery spend mix vs the GB market

Index 100 means Vela's share of spend matches the retailer's market share. Ten largest grocers only.

Vela: verified spend, last 30 days. Market: Worldpanel by Numerator, 12 weeks to September 2026, rebased to the same ten grocers.

5

What we can sell

Funds and agencies never buy "all the data". They buy a defined product with a clear use. These are the first candidates, ordered by how soon they can be sold.

Price bands are indicative: placeholders from the sales pipeline and figures quoted in buyer calls. Nothing here is agreed pricing.

6

How many licences reach £500k or £1m ARR

A scenario model, not a forecast. Change the price or the number of licences in any segment. Buyer counts are the UK targets now listed in HubSpot for each segment.

Segment
£ per licence
Licences
ARR
Modelled data ARR
£0
£500k
£1m
Average licenceFor £500kFor £1m

For scale: the company plan's FY29 milestone is £1m of total ARR. A £1m data line would match it on its own.

→

Sales map: who to talk to next, and what to learn

Pulled from the Sales OS on 16 Oct. The UK target list is now in HubSpot, and the next step is turning it into conversations: WPP's data strategy lead, M&S, a second agency and the first health insurers.

UK data-buyer targets in HubSpot
251
211 added on 9 Oct from the target universe
Emailed or met, logged
8
243 still to contact or log; earlier LinkedIn-only touches not counted
Engaged
3
WPP Media call held 16 Oct; M&S and Kinetic Consulting replied
Health insurers contacted
0
27 targets; new message ready since 14 Oct

Where Vela fits in an agency's purchase-data stack

From the WPP Media call on 16 Oct. Each source answers part of the question; none follows one shopper across retailers.

SourceLocation is based onWhat planners getCross-retailer view
CircanaStore locationBrand and category growth flags and indexes by region; mid-campaign share and post-campaign upliftMarket level only
Worldpanel, Nielsen panelsHousehold panelUsed earlier in planning, outside media activationNot used at this stage
Retailer loyalty (dunnhumby, Nectar)Where the shopper livesShopper-level purchasesOne retailer only
Card data (Mastercard)Where the shopper livesTransactions by merchant, no basket contentsNo item-level view
VelaPostcode to be captured in-appSKU-level baskets, repeat and switching for the same shopper over timeEvery retailer

Outreach rhythm

Weekly new touches

3 data buyers and 3 health or insurance contacts a week, inside a team target of 5 booked meetings a week. This week: 2 external meetings against that target.

Sequence
Connect, no pitch→Ask a question→Follow up with a new detail
Lead with

A measurement gap they already have. Ask what scale, history and coverage they need before taking a dataset seriously.

✓

What buyers have told us so far

Four buyer conversations between September and October 2026, plus Neudata's 2026 survey of 191 data buyers and providers.