Kalibrate Technologies Ltd is a global data, software, and analytics company that partners with retailers, fuel and convenience operators, service‑retail businesses, and other location‑dependent organisations to deliver insight‑driven decision‑making across their networks. Founded in 1993 (via its origins under predecessor firms) and headquartered in Manchester, United Kingdom, Kalibrate has grown to a worldwide presence with offices spanning North America, Canada, India, Australia, and Japan.
At its core, Kalibrate’s purpose is to eliminate guesswork and empower businesses to act with confidence by combining decades of market and consumer data, machine‑learning models, predictive analytics, and consulting expertise. On its website the company articulates this as: “We exist to create a world without guesswork. For decades, we’ve helped businesses make critical decisions with confidence.”
What Kalibrate Does
Kalibrate specialises in three major solution areas: Place (location intelligence), Price (especially in the fuel retail market), and Promotion (customer profiling and acquisition modelling).
In the location intelligence (“Place”) domain, the company offers software and consulting services to help organisations centralise their data, build forecasting models, perform whitespace and omnichannel analysis, undertake mobility insights and conduct due‑diligence for investment. These solutions give brands the ability to understand their own sites, customers and competitors, and to identify optimal growth opportunities.
In the pricing (“Price”) domain, Kalibrate’s products focus primarily on the fuel retail sector, providing offerings such as fuel pricing management, market insights, and pricing optimisation. The company says it supports fuel retailers in over 40 countries, helping them set agile pricing strategies, balance volume and margin, and maximise profit.
Under the promotion category, Kalibrate helps businesses profile customers, conduct value‑gap and acquisition modelling, enabling more targeted and effective customer engagement strategies.
Expertise, Reach, and Scale
Kalibrate serves over one thousand organisations across more than 70 countries. Among its metrics, the company highlights that it has helped support billions of dollars in investment decisions, assesses hundreds of thousands of locations annually, holds over 40 years of proprietary data, and holds multiple data science patents.
The team comprises hundreds of experienced professionals—Kalibrate cites “300+ experienced members” globally. The company emphasises a blend of global experience and local knowledge, working collaboratively as a trusted business partner.
Industries and Use‑Cases
While Kalibrate initially grew out of the fuel retail and convenience store sector, its analytics and software solutions have expanded into multiple industries. This includes retail, grocery, service retail (such as automotive centres, gyms, hair salons), restaurants (QSR, fast‑casual and fine dining), healthcare, education and financial services.
For example, a fuel retailer might use Kalibrate’s tools to decide where to open a new site, how to strategically set pricing for each pump, and how to manage network upgrades or acquisitions. In the service‑retail or restaurant context, a brand might leverage location intelligence to identify gaps in the market, forecast store performance, or optimise site portfolio. The consulting component supports implementation of these insights in real business decisions.
Region‑Specific Focus: India
Kalibrate has established a dedicated practice in India, supporting fuel and convenience retail companies operating in a deregulating market environment. In India, it offers its “Decision Suite” covering fuel pricing, location planning, network transformation and data intelligence. The proposition is built on local insight with 20+ years of experience in India’s fuel retail space.
Through this region‑specific offering, Kalibrate helps Indian operators adopt micromarket pricing strategies, forecast site performance, evaluate investment decisions, and navigate deregulation. The company underscores its role as a “single source for technology, product, implementation and support” in the Indian market.
Commitment to Data & Security
Given the nature of its business, Kalibrate emphasises strong governance of its data and systems. The company is SOC 1® and SOC 2® certified for key principles including security, availability, processing integrity, confidentiality and privacy.
Its product suite is delivered via software‑as‑a‑service (SaaS) models hosted on cloud infrastructure using providers such as Microsoft Azure and Amazon Web Services, which themselves adhere to ISO27001 and SOC 2 Type 2 standards.
Strategic Position and Evolution
Kalibrate has evolved through acquisitions and broadened capabilities. For instance, its acquisition of IMST Corp., a US‑based independent market research firm focused on site selection and forecasting for convenience stores and fuel stations, bolstered its ability to provide holistic site forecasting across new build, remodel, or acquisition scenarios.
A highlight in its product evolution is the launch of “Competitive Insights” within its location intelligence platform, offering real‑time mobility analytics to understand footfall, cross‑shopping patterns, and trade‑area dynamics.
Why Clients Choose Kalibrate
The company cites several reasons why clients rely on Kalibrate. These include its deep domain expertise built over decades, a large and proven proprietary data archive, ability to deliver insight at both global scale and local granularity, and a portfolio of sophisticated analytical tools married with consulting services. Its website states that many of the world’s most successful retail brands trust Kalibrate to make critical decisions with confidence.
Working Culture & Careers
Kalibrate views itself as a collaborative partner to clients, emphasising the combination of human ingenuity with analytics and software. Careers with the company emphasise opportunities to work globally, engage with hybrid working models, and contribute to growth environments.
Charles Wetzel, Chief Executive Officer
Charles Wetzel brings more than 20 years of experience in consulting, spatial analytics, and marketing, having held leadership roles at Ernst & Young (Manager), Buxton (President & CEO), and Group O (President). Since 2015, he served as President of eSite, guiding the development and growth of eSite Analytics, before being appointed CEO of Kalibrate in January 2023.
