Annual Report 2025: Supersight wants to redefine people counting — without surveillance

Helsinki, Finland – 8 March 2026

People counting has long had a perception problem.

For decades, the category has been dominated by camera-based systems that rely on video streams, centralised processing and — increasingly — concerns around surveillance and privacy.

Finnish startup Supersight is taking a different approach: what if people analytics didn’t require observing people at all — but could still power real-time public services?

In 2025, that idea started to gain real traction with 16.3% EBITDA margin, highlighting an efficient and scalable business model.

A new category: privacy-first people flow analytics

Supersight is positioning itself not as another people counting provider — but as part of a new category: privacy-first people flow analytics.

Its system runs AI entirely on-device, using recycled smartphones as sensors. The devices detect and count people in real time, but no images are stored and only anonymous numerical data leaves the device.

This shifts the value proposition from “tracking people” to understanding spaces — and sharing that insight in real time.

From internal analytics to public-facing data

A key shift in 2025 has been how this data is used. Beyond internal analytics, Supersight enables organisations to share real-time congestion information directly with end users.

For example, in Kirkkonummi, live occupancy data from a public swimming hall is published online, allowing residents to see how busy the swimming pool is before arriving.

This type of real-time, privacy-safe congestion information is emerging as a new layer of digital infrastructure for cities — helping citizens make better decisions while improving user experience and reducing crowding.

From niche concern to market driver

Privacy is no longer a constraint — it’s becoming a buying criterion.

That shift is already visible in Supersight’s growth. In 2025, the company:

• won every public tender it participated in

• secured customers across government, cities, universities and enterprises

• expanded into transport infrastructure use cases

Customers include the Ministry of the Environment, major Finnish cities with multi-year contracts such as Helsinki, Tampere and Turku, and organisations like KONE Corporation, Aalto University and the University of Helsinki.

The company also deployes passenger flow analytics at Helsinki Central Station metro, a high-demand environment where both accuracy and privacy are critical.

Competing with a different premise

Traditional players in the space have focused on improving accuracy, hardware and analytics.

Supersight is competing on a different axis entirely:

removing the need for personal data in the first place — while still enabling real-time services.

By pushing AI to the edge and eliminating image storage, the company aligns with GDPR and European data protection expectation. At the same time, it enables entirely new use cases — such as live occupancy visibility for citizens, not just internal reporting.

Early signs of category pull

The demand is not limited to Finland.

In 2025, Supersight secured Fontys University in the Netherlands beside customers in France and Estonia, suggesting that the privacy-first approach may resonate across European markets.

The broader trend is clear: organisations still need data on how spaces are used — but increasingly, they want to use that data actively, in real time, without creating privacy risks.

From people counting to real-time space intelligence

Supersight is now expanding beyond traditional counting use cases. Its platform is evolving into real-time space intelligence, with applications in:

• smart buildings

• higher education campuses

• public infrastructure

• retail environments

• industrial facilities

• citizen-facing congestion and occupancy services

The underlying thesis: the future of computer vision in physical spaces is not about identifying people — but about continuously understanding and communicating how spaces are used.

Rewriting the narrative

For years, the industry has asked: How accurately can we track people? Supersight is asking a different question: What if we didn’t need to track them at all — but could still tell everyone what they need to know, in real time?

About Supersight

Supersight is a Finnish edge AI company building privacy-first people flow analytics. Its technology turns recycled smartphones into intelligent sensors that deliver real-time occupancy insights without collecting personal data. The company’s solutions are used by cities, universities, enterprises and transportation operators across Europe.