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There’s a new name in the location intelligence biz

Thanks to a flood of satellite data and the rise of artificial intelligence tools, the market for location intelligence services is growing — and one of the pioneers in the field is changing its name from Critigen to Locana to reflect that growth.

“What happened was, we had such a successful year with all these new businesses, and we saw this move in the marketplace, and that inspired us to chart out a new vision,” Locana CEO Jeff Haight told GeekWire. “Actually, changing the name of the company was the very last step in this process.”

Locana is officially headquartered in Denver, but Haight and much of his executive team are based in Seattle.

About 50 of Locana’s hundreds of employees live in the Seattle area, with the region’s main office in the Capitol Hill neighborhood. The company third major office is in London, but the workforce is distributed far wider than those three offices.

“We have a lot of clients in the Northeast, so we’ve got a large crew in Boston,” Haight said. In fact, Haight’s favorite explanation of what Locana does draws on the Northeast U.S. market.

“When my kids ask me, ‘Hey, Dad, what is it that you do?’ I tell ’em that we help New York track their snowplows,” he said.