Perception BI signs UK reseller agreement with Business Intelligence vendor Yellowfin

UK business analytics and intelligence specialist, Perception BI, has signed a reseller agreement with global Business Intelligence (BI) and analytics software vendor, Yellowfin.

The partnership will deliver a new channel through which Yellowfin’s BI solution will be made available in Europe. Perception BI will make Yellowfin’s BI solution, and associated implementation and training services, available to its current and future clients throughout the UK.

Perception BI Founder and Managing Director, Andrew Rabbitt, said that while officially partnering with a BI vendor was an unusual move for the Yorkshire-based consultancy, the decision was made after realising that the two organisations held very similar philosophies towards the BI market.

“Working with a software supplier was never really on our agenda, but then we heard about Yellowfin,” said Rabbitt. “We hold the same values and beliefs about how BI professionals should approach challenges.

“Yellowfin’s user-friendly dashboards, data visualisation capabilities and unique Collaborative BI components will help us facilitate pervasive business-user BI deployments by delivering the right information to the people who need it, in the format that works for them.”

Peter Baxter, Yellowfin EMEA Managing Director, said that, due to its 100 percent indirect business model in EMEA, Yellowfin needed to have complete trust and confidence in its resellers.

“Yellowfin’s channel-based market approach across EMEA means we have to select partners that can deliver on our vision for business-user-oriented BI,” said Baxter. “We believe that Perception BI has the relevant contacts, ideology and passion to push Yellowfin ahead in the EMEA market, which is a major strategic focus.”

Perception BI – which provides customer-centric business analysis to help clients improve efficiency, performance and profitability through bespoke consultancy – is currently celebrating exceptional growth with turnover growing by 250 percent and staff numbers doubling in the last 12 months.

Founded in 2008 by Director, Andrew Rabbitt, from his spare room, Perception BI today has 16 employees and boasts an annual turnover of £700k, which is forecast to increase to £2 million by the end of 2015, and to £4 million next year.

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About Perception BI

Perception BI provides business analysis and development. It was founded in 2008 as a professional services company and is based in Ilkley, West Yorkshire.

In 2012, the company registered its first trademark, Friction Free(tm), which describes the framework Perception uses to develop its customer-centric approach to delivery, business analysis and development of new products. This framework is also used to support its clients in delivering efficiency, performance and profitability improvements within their organisation.

For more information, visit

About Yellowfin

Yellowfin is a global Business Intelligence (BI) and analytics software vendor passionate about making BI easy. Founded in 2003 in response to the complexity and costs associated with implementing and using traditional BI tools, Yellowfin is a highly intuitive 100 percent Web-based reporting and analytics solution. Yellowfin is a leader in mobile, collaborative and embedded BI, as well as Location Intelligence and data visualization.

Over 10,000 organizations, and more than one million end-users across 70 different countries, use Yellowfin every day. For more information, visit

For regular news and updates, follow Yellowfin on Twitter (@YellowfinBI), LinkedIn (Yellowfin Business Intelligence), YouTube (Yellowfin Team) or email to subscribe to Yellowfin’s free e-newsletter.

For further media information, interviews, images or product demonstration, please contact:

  • Helen Elson ( or Anisha Mistry ( from Approach PR on +44 (0) 1943 603805
  • Tom Campbell, Yellowfin EMEA Marketing Manager on +44 (0) 1908 933774, or