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  1. Kalibrate Global
  2. About
  3. Company

50+ years as your decision making partner

For decades, brands have chosen Kalibrate as their trusted partner when seeking to understand their locations, customers, and competition.

Global experience, local knowledge

With offices globally and team members in key markets on every continent, Kalibrate is the partner of choice for organizations serious about identifying every opportunity to make better decisions.

  • 700+ clients choose Kalibrate
  • Industry leading AI solutions
  • Deep domain knowledge across retail industries

Our data, analytics, and software are trusted by the world’s most successful brands.

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Our history

Explore Kalibrate's history and learn why data and insight is our DNA.

1970
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Our beginnings

Market Planning Solutions Inc (MPSI) is founded in Tulsa, Oklahoma.

1975
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Building on promise

MPSI becomes a leading provider of fuel retail site evaluation and network planning solutions and services.

1993
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Knowledge Support Systems Ltd

Knowledge Support Systems Ltd (KSS) is founded in Manchester, UK as a spin-off from the University of Manchester Institute of Science and Technology (UMIST).

1995
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KSS grows

KSS focuses on pricing solutions for fuel and convenience retailers.

2007
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KSS Fuels

KSS changes its name to KSS Fuels, to convey its core area of expertise. KSS Retail formed to focus on convenience store pricing.

2011
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Coming together

KSS Fuels acquires MPSI.

2013
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Rebranding

The new company rebrands as Kalibrate, the leader in analytics and pricing solutions.

2019
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Welcome Kent

Kalibrate acquires Kent Group Ltd, a leading petrol pricing and volume data collection business in Canada.

2020
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Welcome TAS

Kalibrate acquires Trade Area Systems, a leading provider in location intelligence software to a wide range of retail verticals.

2020
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Welcome eSite

Kalibrate acquires eSite Analytics to enhance the analytical and software capabilities of the group.

2021
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Welcome Intalytics

Kalibrate acquires predictive analytics specialists Intalytics to develop greater modeling capablities.

2022
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Kalibrate launches Kalibrate Location Intelligence

Bringing the best of TAS, eSite, and Intalytics software under one solution, Kalibrate launches Kalibrate Location Intelligence (KLI) as a comprehensive location analytics platform.

2023
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Welcome IMST

Kalibrate acquires IMST Corp, an independent market research firm specializing in site selection, analysis, and sales forecasting for convenience stores.

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Our company behaviors

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We drive towards results and achieve our goals

We are ambitious and work hard to meet deadlines, meet customer expectations, and achieve our goals. We plan our work rigorously and identify opportunities to move faster, mitigate risks and issues, and call out problems early.

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We make integrated decisions based on facts

We make decisions based on facts and work closely with our customers and colleagues to ensure that we have a good understanding of the impact of what we intend to do. This allows us to make integrated decisions, backed up with facts with known outcomes and impacts.

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We do what we say we are going to do

We make sure we can deliver on our promises. We work hard but plan harder. We do not make excuses, but we call out issues, risks, and breakdowns as early as possible. We work with our colleagues and our stakeholders to manage expectations and deliver on time.

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We collaborate to get the job done

We work as a team to achieve the best possible result for customers and stakeholders. Being open to working together allows us to achieve great things, leverage the knowledge and skills of the team and achieve great results.

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We treat others with respect

We display acts of kindness and courtesy when communicating with others. We listen, value, and encourage others' opinions when constructing feedback, at all times mindful of how our behavior may affect others.

Kalibrate is SOC certified

SOC (System and Organization Controls) is an American standard that belongs to AICPA (American Institute of Certified Public Accountants).

Kalibrate retained international business advisory firm Marcum LLP for its SOC 1® and SOC 2® audit work, covering Kalibrate Location Intelligence, SiteIntel, Trailblazer, Kalibrate Pricing, Kalibrate Planning, and Kent Charting product suites. A service organization may select any of the below trust service principles applicable to their business. Kalibrate chose to report on them all.

About Kalibrate’s SOC 1® certification

SOC 1® engagements are performed in accordance with the American Institute of Certified Public Accountants’ (AICPA) AT-C 205, Reporting on Controls at a Service Organization and based on the trust service principles outlined in the AICPA Guide: “Reporting on Controls at a Service Organization Relevant to Security, Availability, Processing Integrity, Confidentiality, or Privacy”.

SOC 1® report

Our SOC 1 report is available to current and prospective customers upon request, subject to the appropriate non-disclosure agreements. Please contact your Client Services representative.

Audit period: March 2025 – April 2025

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About Kalibrate’s SOC 2® certification

SOC 2® engagements are performed in accordance with the American Institute of Certified Public Accountants’ (AICPA) AT-C 205, Reporting on Controls at a Service Organization and based on the trust service principles outlined in the AICPA Guide: “Reporting on Controls at a Service Organization Relevant to Security, Availability, Processing Integrity, Confidentiality, or Privacy”.

SOC 2® report

Our SOC 2 report is available to current and prospective customers upon request, subject to the appropriate non-disclosure agreements. Please contact your Client Services representative.

Audit period: March 2025 – April 2025

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Our leadership team

Our people and their unique expertise help set Kalibrate apart. Meet our leadership team below.

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Charles Wetzel

Chief Executive Officer

Charles brings over two decades of consulting, spatial, and marketing analytics experience with the likes of Ernst & Young (Manager), Buxton (President & CEO), and Group O (President). Since 2015, Charles has served as President of eSite helping to drive the future of eSite Analytics, and became Kalibrate CEO in January 2023.
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Justin Tischler

Chief Operating Officer

Justin has over 15 years of experience helping leading retail, restaurant, and services brands make better decisions through data science. Most recently before joining Kalibrate, he served as the President of Intalytics (acquired by Kalibrate in 2021).
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Christina Bailey

Chief Financial Officer

Christina brings over 20 years of global finance leadership in professional services and technology as CFO at Kalibrate. A CPA with deep private-equity experience, she leads global finance, capital strategy, and performance management, partnering with the board and executive team to drive growth, financial discipline, and long-term value creation.
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Tom Hatton

SVP Pricing

Tom Hatton is SVP of Pricing at Kalibrate and leads the global Kalibrate Fuel Pricing platform. With hands-on experience managing fuel pricing across five countries and four brands, Tom combines deep industry knowledge with a strong technology background. Before joining Kalibrate in 2020, Tom led a highly automated pricing operation covering more than 1,000 sites. 
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Dustin Stancil

SVP Location Intelligence & Strategy

Dustin spent 15 years working in strategic roles for both retail and financial organizations using various geospatial tools. Now as head of product development at Kalibrate, he works closely clients to progress the Kalibrate Location Intelligence platform and its user experience.
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Elizabeth Kershaw

VP Fuel Location Intelligence

Elizabeth Kershaw brings nearly 25 years of hands on fuel industry experience, starting at TOTAL across the UK and France. For the past 14 years, she’s worked side by side with fuel retailers worldwide to bring insight and best practices to fuel price and network planning. As VP, she leads Kalibrate’s fuel location intelligence, turning deep expertise into products that deliver real world impact.
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Matthew Peacock

CHAIRMAN OF KALIBRATE

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Tom Russell

NON-EXECUTIVE DIRECTOR

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Nick Greatorex

NON-EXECUTIVE DIRECTOR

Nick Greatorex joined Hanover in 2019 as Portfolio Company Chairman / Non-Executive Director. He currently sit on the Board of Kalibrate Technologies and Brady plc. Nick spent the majority of his career at Capita plc where he joined in 2006, progressing through several divisional leadership roles in finance and as Managing Director before being appointed Group CFO in 2015.

Kalibrate insights

Answering Qs analytics Download demo feature size
Location Intelligence

Answering questions with analytics
7E Download demo feature size
Fuel pricing, Location Intelligence

The 7 Elements for Fuel and Convenience Retail Success
Site selection best practices
Location Intelligence

Know your market – Best practices in site selection
How fuel pricing drives in-store profitability
Fuel pricing

How fuel pricing drives in-store profitability
More Resources

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