Roamler
224 employees on LinkedIn · 2 known investors
Roamler provides real-time retail monitoring and field execution services for FMCG brands and retailers across Europe, helping them identify growth opportunities and optimize store performance through data collection and on-demand field teams. The platform offers granular location data, retail trend insights, and on-demand merchandising and store check services across distribution channels including supermarkets, pharmacies, and convenience stores.
Also known as Roamler B.V.
Investors · 2
Also in the syndicate · 1
Company profile
researched Aug 2026Roamler B.V. is an Amsterdam-based information technology company that applies crowdsourcing to business services in the retail, tech and care sectors. It operates a network of on-demand professionals, referred to as "Roamlers", who are recruited and organised by skillset, experience and physical location and then matched to individual tasks. Tasks are distributed through a proprietary mobile application available for iOS and Android after registration; users progress through experience points and levels, and must reach level 2 before performing paid tasks. The app also includes an instant messaging channel to the company's support department.
The business is organised into three main lines. The original retail activity serves FMCG manufacturers, consumer brands and retail chains with crowd-based field marketing, including in-store monitoring of product availability, visibility and sales. Roamler Tech, launched in 2016, applies the same crowdsourcing model to B2B technical installations, maintenance and repairs in and around the home, carried out by independent certified professionals. Roamler Care, launched in 2018, extends the model to the home care and healthcare industries using a network of professional caregivers.
Founding story
Roamler was founded on 19 June 2011 in Amsterdam by Dutch entrepreneurs Wiggert de Haan and Martijn Nijhuis.
Business model
Roamler acts as an intermediary between business clients and a distributed community of independent on-demand professionals. Clients commission tasks — store checks and field marketing visits, technical installations, or care assignments — which are allocated via the Roamler platform to qualified community members based on skills, experience and location, with results and insights delivered back to the client.
Business clients pay for crowd-executed tasks and the resulting data and insights; the acquired Datlinq unit sells out-of-home and food retail database, insights and field sales automation services.
Traction
The company employs between 200 and 500 people and works with large FMCG and consumer brands across Europe. Datlinq's database covers around 3 million on- and off-trade outlets in Europe, including some 2.5 million out-of-home foodservice locations in Benelux, France, the UK and Germany among other countries.
Latest developments
In 2021 Roamler acquired Datlinq, a Dutch out-of-home and food retail data company founded in 2000, which retains its own corporate identity under CEO Marco van den Ouden, and acquired Mobeye, a French crowd-supported field marketing services company. Also in 2021, Trax and Roamler announced a partnership to launch a crowd-based store auditing service for CPG companies in Europe.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
The company describes itself as the European leader in crowd-based field marketing activities and was ranked among the three fastest-growing scale-ups in Europe in 2020.
Combines a large, geographically distributed crowd of vetted on-demand professionals with proprietary task-matching software, and after the Datlinq acquisition pairs offline crowd-collected observations with an out-of-home outlet database covering millions of European locations.
Technology
Roamler uses proprietary front-end and back-end software, including a consumer-facing iOS and Android app with gamified levelling, task matching and in-app messaging. Through Datlinq it adds an out-of-home outlet database maintained by an in-house data science team, with an AI-based recommendation engine for prospect targeting and a field sales automation app.
Go-to-market
Direct B2B sales to brands and retailers in European markets, supported by own country offices and licensed partners, and extended through acquisitions of complementary data and field marketing businesses.
FMCG and CPG manufacturers, consumer brands and retail chains, plus utilities and consumer service companies for technical installations and home care and healthcare organisations. Named clients include Unilever, Procter & Gamble, Red Bull, Eneco, Ring and ANWB; Datlinq's clients include Unilever, Swinkels Family Brewers, Red Bull, Coca-Cola, Kraft-Heinz, FrieslandCampina, Duvel, Texel Brewery and Van Geloven.
Geography
Headquartered at NDSM-Plein 20 in Amsterdam, with offices in the United Kingdom, Germany, Spain, France and Belgium, subsidiaries Roamler Italia, Roamler Iberica and Roamler Turkey, and licensed partners in Italy and Turkey. Earlier expansion covered Chile, Poland, Sweden, Colombia, Luxembourg and Mexico.
History
Founded in 2011 with a focus on the retail sector in the Netherlands and the United Kingdom, Roamler expanded internationally in 2013 (Chile, Germany, Italy, Poland, Sweden) and 2014 (Belgium, Colombia, France, Luxembourg, Mexico, Spain, Turkey), and in 2015 opened branches in the UK, Germany, Belgium, Spain and France while starting partnerships in Italy and Turkey. It launched the Tech division in early 2016 and the Care division in 2018. A EUR 4.5 million investment co-funded by Endeit Capital closed in April 2016, followed by a EUR 20 million round in 2020 from Endeit Capital, Smartfin and Achmea Innovation Fund. In 2021 the company made two acquisitions, Datlinq in the Netherlands and Mobeye in France.
Risks & controversies
The out-of-home market Roamler and Datlinq address is volatile, with openings, closures and concept changes affecting an average of 35 per cent of outlets every twelve months, and pandemic-related restrictions reduced physical access to outlets.
Compiled by commissioned research from 2 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 9
launches, deals, and filingsTrax and Roamler partnered to launch a crowd-based store auditing service for CPG companies in Europe.
Roamler acquired Datlinq, a Dutch data company specialising in food service and food retail out-of-home data. Datlinq retained its corporate identity with CEO Marco van den Ouden continuing to lead it.
Roamler acquired Mobeye, a French company specialising in crowd-supported field marketing services.
Roamler received €20 million in funding to expand operations; part of the proceeds was used to acquire Datlinq.
Roamler launched a Care branch applying its crowdsourcing model to the home care and healthcare industries in the Netherlands.
Roamler completed a €4.5 million investment, co-funded by Endeit Capital, to expand its activities and launch in new markets.
Roamler launched a Tech branch applying crowdsourcing to professional home technical installations in the Netherlands.
Roamler opened branches in the United Kingdom, Germany, Belgium, Spain and France and started partnerships in Italy and Turkey.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 2
primary sources listed
- Roamler - Wikipediaen.wikipedia.org · web
2 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Roamler do?
- Dutch company using a crowdsourced network of on-demand professionals for retail field marketing, technical installations and care.
- Who are Roamler's investors?
- Roamler's investors include SmartFin.