About Numerator
Numerator is a Retail company based in Chicago (United States) founded in 1990, and was acquired by Kantar in April 2021. Consumer purchasing behavior is analyzed via market research and insights. It operates in the Retail and Technology sectors. Numerator has raised $33 million across 7 funding rounds from investors including Kantar, SVB and Dunnhumby. The company has 1,580 employees. Numerator has completed 3 acquisitions, including HatchTank, Information Machine and Shelfie. Its chief executive, as recorded, is Eric Belcher. Its website numerator.com draws about 114 thousand monthly visits. Its Indian entity Numerator India Private Limited reported revenue of ₹123 Cr. Numerator offers products and services including Numerator Omnipanel, Total Commerce Panel, Survey Panel, Data Feeds, and TruView. Its focus areas include Enterprise Applications, MarketingTech, Marketing Research and Consumer Insights. Its competitors include RetailNext, Wiser and Suzy; 3 of its 3 listed competitors have raised funding.
Company details
Numerator was established in 1990 and is based in Chicago, United States. Operations focus on the market research sector, where consumer insights and data on purchasing patterns are compiled. Marketing intelligence is extended to manufacturers, retailers, and agencies through dedicated platforms. Targeted surveys are employed to deepen understanding of consumer preferences across various demographics.
- Headquarters Chicago, United States
- Employees 1,580
- Stage Acquired
- SectorsRetailTechnology
- Email••••••••
- Phone•••• ••••
- Website numerator.com
- Social LinkedIn X Facebook Instagram
- Acquired by Kantar (Apr 2021)
- Legal Name Numerator India Private Limited
- Date of Incorporation 24 Sep, 2004
- Jurisdiction Vadodara, Gujarat, India
Associated legal entities of Numerator
Numerator operates through Numerator India Private Limited (active). Its filings, financials, charges and directors are on the company page.
| Legal entity | Status | Incorporated | Registered in | Revenue (FY 2025) | Employees | Directors | Company page |
|---|---|---|---|---|---|---|---|
| Numerator India Private Limited CIN U72209GJ2004PTC044805 | Active | 24 Sep 2004 | Vadodara, Gujarat | ₹123 Cr | 1,580 | 4 | View details |
Products & Services of Numerator
Numerator offers a comprehensive portfolio of products and services, including Numerator Omnipanel, Total Commerce Panel, Survey Panel, Data Feeds, and TruView.
Provides omnichannel consumer insights for market analysis.
Offers total commerce view of consumer behaviors and purchases.
Engages consumers for feedback without bias in surveys.
Delivers comprehensive datasets for business optimization.
Enables omnichannel market share analysis with context.
Funding Insights of Numerator
Numerator has successfully raised a total of $33M across 7 strategic funding rounds. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $33M
- Total Rounds 7
- Investors Count 8
All 7 funding rounds of Numerator with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Nov 2015 | Debt – Conventional | – | – | ||
| Jun 2014 | $16M | Series B | – | – | |
| Nov 2013 | $12M | Series B | – | Drive Capital | – |
| Oct 2013 | $153M | Debt – Conventional | – | – | – |
| May 2013 | $5M | Series A | – | – | |
| Jan 2012 | $500,000 | Debt – Conventional | – | – | |
| Jun 2010 | Series A | – | – | – |
11 investors in total: 11 institutional.
Investors in Numerator
Numerator has secured backing from 11 investors, including institutional and venture fund investors. Prominent investors backing the company include Kantar, SVB and Dunnhumby.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Venture capital fund focused on investing in multiple sectors | baincapitalventures.com | Boston, United States | ||
Venture capital is invested in US startups by MHS Capital. | mhscapital.com | San Francisco, United States | ||
Venture capital firm focused on pre-seed and seed stage investments | drivecapital.com | Columbus, United States | ||
Venture capital firm focused on tech sectors | foundercollective.com | Cambridge, United States | ||
Investments are directed toward high-growth enterprise software and technology companies. | vistaequitypartners.com | Austin, United States | ||
Diversified investment management services are provided across multiple sectors. | 2008 | trinitycapital.com | Phoenix, United States | |
Investment banking services are provided for technology companies by Horizon Partners. | horizonpartners.com | United States | ||
Customer data analytics for retail loyalty building are provided. | 1989 | dunnhumby.com | London, United Kingdom | |
Banking services are provided to innovative companies, investors, and individuals. | 1983 | svb.com | Santa Clara, United States | |
Marketing data and analytics are delivered to businesses worldwide. | 1992 | kantar.com | New York, United States |
Investor details for Numerator
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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- Round participation
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Board of directors of Numerator India Private Limited (Numerator)
Numerator India Private Limited is the primary company behind Numerator. The board of Numerator India Private Limited currently have 4 directors; the longest-serving is Shagun, appointed in 2020. 13 earlier directors have ceased.
| Director | Designation | Appointed | Tenure | Entity |
|---|---|---|---|---|
| Shagun DIN 08939254 | Director | 04 Nov 2020 | 5 yrs 11 mo | Numerator India Private Limited |
| Manish Virat DIN 01147736 | Director | 22 Mar 2022 | 4 yrs 7 mo | Numerator India Private Limited |
| Sai Santosh Mhaskar DIN 07580487 | Director | 22 Mar 2022 | 4 yrs 7 mo | Numerator India Private Limited |
| Regan Leigh Garrett DIN 09610523 | Director | 18 May 2022 | 4 yrs 5 mo | Numerator India Private Limited |
People of Numerator
475 people are tracked at Numerator (135 in leadership, 340 in team); the tracked headcount is 1,580.
| Name | Role | Group |
|---|---|---|
Eric Belcher | CEO | Leadership |
Whitney Giordano | Sales Director, CPG | Leadership |
Nate McCullough | Sales Director | Leadership |
Jen Torretti | Vp, Strategy And Enablement | Leadership |
Eric Minkley | Director, Financial Services | Leadership |
Hayley Coldiron | Sales Director | Leadership |
Priyanka Shinde | Director Talent | Leadership |
Bob Summers | VP Financial Services | Leadership |
Siju Sukumaran | Senior Director Of Operations | Leadership |
Brian Robak | Sr Director, Mid Market Sales | Leadership |
Brian Redmond | Chief Product Officer | Leadership |
Jackie Wightman | Sales Director- Enterprise CPG | Leadership |
Kassie Lorenzen | Sales Director | Leadership |
Emily Hill | Chief Consulting & Marketing Officer | Leadership |
Stef Caldwell | Senior Director, Sales | Leadership |
Layne Hazlip | Sales Director | Leadership |
Teresa Grau | Chief Human Resources Officer | Leadership |
Joshua Greenough | Chief Technology Officer | Leadership |
Irene Jia | Associate Director | Leadership |
Daniel Arminio | Associate Director | Leadership |
455 more people are available in the full profile.
Complete people profiles for Numerator
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- Team structure
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Financials of Numerator
Figures of Numerator India Private Limited, the primary company behind Numerator, for FY 2025. Revenue was ₹123 Cr (-12% year on year). Net profit was ₹19.72 Cr (16% margin). EBITDA was ₹29.36 Cr (24% margin). Revenue has grown at a compounded annual rate of +3% over three years and +28% over five years.
- ₹123 CrRevenue · FY 2025 · -12% YoY
- ₹19.72 CrNet profit · 16% margin
- ₹29.36 CrEBITDA · 24% margin
- ₹25 LakhPaid-up capital
- 1,580Employees (provident fund records)
- +3%Revenue CAGR, 3 years
- +28%Revenue CAGR, 5 years
Balance sheet, profit and loss, cash flow and ratios of Numerator India Private Limited are on its company page.
Detailed financial statements for Numerator
Statement rows, ratios, five-year trends and downloadable financials of the group companies require an active premium plan.
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Investments & Acquisitions by Numerator
Numerator has strategically engaged in corporate development activities, having acquired 3 companies. Notable acquisitions include HatchTank, Information Machine and Shelfie.
| Company Name | Description | Domain | Location | Founded | Acquired | Amount |
|---|---|---|---|---|---|---|
Recruitment services are provided to businesses in Calgary, Canada. | hatchnewideas.com | Calgary, Canada | 2016 | Dec 2021 | •••• | |
Item-level purchase streams are integrated into applications via API solutions. | iamdata.co | Brooklyn, United States | 2001 | Dec 2020 | •••• | |
Ebooks are accessed via bookshelf photo submissions in the app. | shelfie.com | Vancouver, Canada | 2012 | Sep 2015 | •••• |
Complete acquisition details for Numerator
Acquired stakes, deal sources and the complete acquisition history require an active premium plan.
- Acquired stakes
- Deal sources
- Complete history
- Exports
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Timeline of Numerator
9 dated milestones of Numerator across 31 years, from founding to its latest funding, stage changes and deals.
- Founded Numerator is founded.
- Funding First funding round.
- Exit Acquired by Market Track.
- Acquisition Acquires Shelfie.
- Funding Latest funding round, Debt – Conventional,.
- Exit Acquired by Vista Equity Partners.
- Acquisition Acquires Information Machine.
- Exit Acquired by Kantar.
- Acquisition Acquires HatchTank.
Competitors of Numerator
Numerator has 3 listed competitors in our database, 3 of them funded. They include RetailNext, Wiser and Suzy.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| retailnext.net | 2007 | San Jose, United States | $231.86M | 63 | In-store customer behavior is tracked and analyzed in real-time. | |
| wiser.com | 2012 | San Mateo, United States | $10.95M | 156 | Price intelligence and optimization software is provided for e-commerce retailers. | |
| suzy.com | 2009 | New York, United States | $107.65M | 97 | Customer targeting and feedback management platform is utilized for insights. |
Detailed competitors of Numerator
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- Full competitor set
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Web traffic of Numerator
The website of Numerator (numerator.com) receives about 114.4K visits a month.
- Monthly visits114.4K
▼ 6.3% vs previous month
Websites whose visitors overlap most with Numerator. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| b2binternational.com | 100% | 95K | #530,141 | View details | |
| alida.com | 99% | 134.5K | #572,383 | View details | |
| decisionanalyst.com | 99% | 328.3K | #122,889 | View details | |
| researchamericainc.com | 98% | 8.7K | #1,675,889 | View details | |
| cstoredive.com | 89% | 680.7K | #518,837 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Numerator
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- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
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Top companies in Autonomous & In-Store Retail Tech
3 companies that operate in the same segment as Numerator (Autonomous & In-Store Retail Tech) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Point-of-sale financing is facilitated via an online platform for retailers. | 2016 | Los Angeles, California, United States | USD 158.63 M | 576 | ||
POS solutions are provided for retail businesses. | 2009 | San Francisco, California, United States | USD 519.75 M | USD 24.19 B | 6,214 | |
Provider of cloud-based POS software solutions for businesses and service providers | 1999 | San Francisco, California, United States | USD 923 M | 2,684 |
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Related news about Numerator
Complete news archive for Numerator
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Frequently Asked Questions about Numerator
Numerator was founded in 1990 and raised its 1st funding round 20 years after it was founded.
Numerator is headquartered in Chicago, United States. It is registered at Chicago, Illinois, United States.
Eric Belcher is the CEO of Numerator, as recorded in our data.
Numerator is a funded company, having raised a total of $33M across 7 funding rounds to date.
Numerator has 1,580 employees.
The primary company behind Numerator, Numerator India Private Limited, reported revenue of ₹123 Cr for FY 2025, down 12% year on year.
Numerator was established in 1990 and is based in Chicago, United States. Operations focus on the market research sector, where consumer insights and data on purchasing patterns are compiled. Marketing intelligence is extended to manufacturers, retailers, and agencies through dedicated platforms. Targeted surveys are employed to deepen understanding of consumer preferences across various demographics.
Numerator's top competitors include Wiser, RetailNext and Suzy.
Numerator offers Numerator Omnipanel, Total Commerce Panel, Survey Panel, Data Feeds, and TruView.
Numerator has made 3 acquisitions, including HatchTank, Information Machine, and Shelfie.
Numerator has 11 investors. Key investors include Kantar, SVB, Dunnhumby, Trinity Capital, and Market Track.
Numerator operates through Numerator India Private Limited.