Crowd behaviour and human traffic analytics are emerging investment hotspots and investors have a new unique play on the theme as Trendit (TRIT) became the first new float of 2016. The Israeli firm took a standard listing on London’s Main Market on 4 January, raising £4 million of fresh funding at 5.53p, for a £12 million market value.

According to the company’s advisers, this was a cheaper option than floating on AIM, although a move to the junior market is possible in the future.

The shares have since rallied to 6.38p, valuing the business at £13.8 million.

Trendit’s technology uses anonymous data collected from mobile phone activity, such as location information and spending habits. This data can be useful to marketeers, advertisers and retailers in particular, but there is potential scope for large event organisers, even security services. It has worked with market research firm Nielsen in the past on several projects and is currently demonstrating the platform’s capabilities to Chinese electronics giant Huawei.

Very much at the proof-of-concept stage, revenues for the year to 31 December 2014 (the most recent published) added up to just $16,000, on which it chalked-up a $43,000 operating loss. The new funding will go towards unlocking the technology’s commercial applications and revenue generation.

A very early stage business, but it’s an exciting growth space and the company is one to add to a watchlist.