710847LivingMarketClosedGRD Proof of ConceptInnovate UKThe business opportunity supporting LivingMarket is driven by the absence of accurate market and customer analysis tools for Small and Medium Enterprises, which operate with actual financial and demographic data and at the same time safeguard data privacy. Banks and other financial institutions hold detailed and accurate data sets (e.g. POS transactions) that can underpin new value added services for SMEs. However, in order to exploit these rich data sets, new ways to deal with data privacy are needed, in accordance to regulations. LivingMarket introduces a novel anonymisation approach and is the first attempt to address data privacy through anonymisation in the financial domain for accurate analytics. LivingMarket will provide market and customer insights through analysis of financial, transactional and demographic data and will be delivered as Software as a Service (SaaS). SMEs will be able to access insights including: near real-time sales reports; benchmarking against others; characteristics of businesses with top performance; customer segment analysis and rating; customer behavioural analysis (including analysis on recurring and occasional customers); suggestions of best location for a new branch, cross-merchant analysis and suggestions for synergies. Our novel anonymisation and analytic techniques are expected to create a new market of novel services with economic benefits for SMEs and financial institutions.