Purple transformation – an AI data analytics company that helps identify and prevent incidents such as theft, trespassing and anti-social behaviour on railway lines – has raised £4.5m in a funding round led by Mercia Ventures through the Midlands Engine Investment Fund II and supported by Sure Valley Ventures.
The funding will enable the company to scale up its operations following a series of contract wins in the rail sector, deploy its technology in other sectors and expand its operations in the West Midlands.
Purple Transform’s SiYtE system aggregates data from CCTV cameras, IoT sensors, and other sources, then uses AI, machine learning, and computer vision to analyze it and provide actionable insights. SiYtE provides an intelligent eye on each camera, alerting staff to potential risks. Because it can be used with older cameras, there’s no need to replace existing equipment.
Founded in 2021, Purple Transform brings together senior executives from Cisco, Network Rail, telecoms and government. Its technology is currently installed across the rail network with over 900 cameras and sensors for applications such as detecting people or safety hazards on lines, reducing crime, tracking vehicles at level crossings and protecting equipment at remote sites.
The system has alerted the Transport Police to numerous incidents and the company is working with Lancaster University to assess its impact on suicide prevention. According to the British Transport Police, it has reduced bike thefts by 72% in three months at one site and led to 13 prosecutions.
The Oxfordshire-based company currently employs more than 50 people, some of whom are based in the West Midlands, where one of its major customers is located. The investment will see it open a new technology and logistics centre in the region, creating new jobs in the coming months and continuing its expansion in the years to come. The West Midlands site will also give it better access to major manufacturers, who are a key target audience, as well as engineering and computer science graduates from universities in the region.
As part of the funding round, Alex Brown, former CEO of Cisco UK and Ireland, has been appointed Chairman of the company.
Gregory Butler, Co-Founder and CEO, said: “Purple Transform’s mission is to unlock the full potential of technology to improve safety, security, efficiency and overall well-being of people. Having successfully deployed our technology in the highly complex rail sector, we look forward to expanding to critical national infrastructure, ports and manufacturing, among other new areas.”
Jonny Nixon of Mercia Ventures added: “Purple Transform brings together a world-class team with deep knowledge of the rail sector and a strong culture of innovation. The business has quickly gained momentum and is now growing rapidly, winning major contracts in the UK and beyond. This funding will help it establish itself as a leader in the rail sector in the Midlands and expand into other sectors.”
Barry Downes, Managing Partner of Sure Valley Ventures, commented: “As an AI fund, this is exactly the type of company we like to back: founders with deep technology knowledge who then harness the power and utility of AI to deliver practical, real-world benefits. What Greg and the team at Purple Transform are doing will have a huge impact, not just in the rail sector, but across a range of industries.”
