The company has developed two platforms, 11Ants RAP and 11Ants AAP, which are easy to deploy and use. They offer retail data analysis, affinity analysis, market basket analysis, customer identification, retail data mining, and retail predictive analytics services. The company was founded as a spinout of the University of Waikato and has received venture capital funding from Endeavour Capital, The New Zealand Venture Investment Fund, and WaikatoLink. In 2015, it was acquired by a global consortium consisting of Aimia and Air New Zealand. The company continues to operate independently, providing Effortless Answers to over 4,000 stores in seven countries through its 11Ants Retail Insights Cloud, which has won Microsoft's Innovative Product of the Year award.