Fable data company

Fable Data is a technology and AI-oriented platform that aggregates and processes consumer bank transaction data, marketed as real-time, pan-European and US coverage. It positions itself as a data aggregator and data science company that turns raw banking transaction feeds into structured datasets and signals used for economic analysis, policy work and investment research.

The company's datasets are organised around merchant and company mapping: it reports coverage of 62 merchant categories, more than 950 tagged companies, more than 550 tagged tickers and more than 1,500 private companies, alongside products such as a live feed, a "Core Panel", multiple panelisation methods and a macro dataset. Fable publishes regular market insight and blog analyses drawing on its spend data, covering topics such as retail and grocery performance, streaming subscription pricing, fast fashion, travel spend, online payments providers and food-service subscription programmes.

Compliance and data ethics are presented as central to the business, under a methodology the company calls "privacy by design". Fable states that it supplies its data to governments, central banks and universities on a pro bono basis while commercialising it for investment firms and corporate clients; the UK Department for Business, Energy & Industrial Strategy is cited as a government partner that has used Fable data for policy analysis.

Founding story

Fable Data was established in 2018 by Luke Kennedy and Suraj Gohil. Kennedy's background in government-facing work and Gohil's in fund management led both to conclude that decisions affecting whole communities and countries were being made on incomplete and stale data; the company was created to supply timely transaction data to decision-makers.

Business model

Fable sources banking transaction data through data partnerships, processes and maps it into structured consumer spend datasets, and supplies those datasets commercially to investors and corporate organisations, while providing them to government, central bank and university users on a pro bono basis.

Commercial supply of consumer transaction datasets and derived signals to investment firms and corporate clients; public-sector and academic access is provided pro bono.

Traction

Reported coverage spans 62 merchant categories, over 950 tagged companies, over 550 tagged tickers and over 1,500 private companies. Testimonials from investor and government clients cite data quality, coverage and timeliness, and the company reports a Statistical Excellence Award for 2023.

Latest developments

Fable continues to publish market insight and blog research using its spend data, including analyses of UK and French fast-food spending, B&M's FY26 results, online payments providers, and the effects of Pret a Manger's subscription changes. In May 2026 CEO Luke Kennedy published a post arguing the company was built for AI rather than having pivoted to it.