Numerator (company)

Numerator is an American consumer data and market research company headquartered in Chicago, Illinois. It has operations in the United States, Canada, and Germany.

History

Numerator was formed in 2017 through the acquisition of the company by Vista Equity Partners, and adopted its current name in 2018. Eric Belcher was appointed chief executive officer in 2019.

In 2020, Numerator acquired Information Machine, which was later renamed Numerator Link (NuLink). Bain Capital acquired Numerator from Vista Equity Partners in 2021.

In January 2025, Numerator absorbed Kantar Worldpanel and in July 2025 Numerator renamed the international company as Worldpanel by Numerator. In May 2025, Numerator expanded its operations to Germany with the launch of its Receipt Hog app.

In 2026, Numerator introduced Nexa, a conversational AI agent for querying its Insights platform.

Operations

Numerator's longitudinal data is drawn from its Total Commerce Panel of AbOUT 200,000 U.S. households, weighted to reflect U.S. Census demographics. Panelists submit paper and digital receipts through Numerator's Receipt Hog app, which uses automated processing and machine learning to extract and classify purchase data.

Its main products include Numerator Insights, a software-as-a-service platform for accessing and analyzing purchase data, and Verified Voices, a survey research platform that recruits respondents from its verified-buyer panel.