PassBy is two years old and it shows real ambition. Its Almanac platform validates foot traffic against in-store sensors and sales records across fifteen-plus data inputs, and it was one of the first retail intelligence tools to ship a ChatGPT app. That is a genuinely strong foundation for US retailers.

But PassBy stops at the US border, and Almanac is still a platform you have to learn before it earns you anything. Gini by MyTraffic covers 18 countries across Europe and the US, answers in plain language from the first question, and was built as an AI companion rather than a dashboard with a chat window bolted on.

Why retailers choose Gini by MyTraffic over PassBy

18 countries versus one

PassBy indexes US retail locations only. If your expansion plans stop at the US coastline, that focus is a strength. If they don't, you are out of luck the moment you need a read on Lyon, Milan, or Manchester.

Gini by MyTraffic covers France, Germany, the UK, Spain, Italy, the Netherlands, Belgium, Switzerland, Austria, Portugal, the four Nordic markets, and the US. Same interface, same workflows, whether the question is about a retail unit in Bordeaux or a strip mall in Ohio. For a European retailer or a US brand expanding into Europe, PassBy simply has no answer.

Gini has the same answer everywhere.

An AI feature versus an AI companion

PassBy added AI assistant integrations for ChatGPT, Copilot, and Gemini on top of Almanac, its existing self-serve analytics platform. That is a real feature, and it is a step ahead of most data vendors. But the platform underneath is still a full dashboard: places, benchmarking, tenant watch lists, custom groups. PassBy's own help center leans heavily on explainer content for reading its visualizations and reports, which is the tell of a tool built to be interpreted, not a tool built to answer.

Gini was AI-native from day one. There is no dashboard to learn first and no separate assistant to bolt on later. You type the question and the answer is the first thing you see, with the reasoning behind it always one click away. It's the same principle behind good location intelligence generally: the data only matters once it turns into a decision.

Two years of history versus a decade of European data

PassBy has raised roughly $5.68 million since its 2023 founding, backed by a mix of investors and a few well-known names. That is a fine seed-stage story, but it is still a seed-stage company: around 23 employees, a two-year track record, and a validation methodology it is still refining in public.

Gini by MyTraffic sits on 10 years of MyTraffic's multi-year European mobility data foundation, reinforced by the Geoblink acquisition, and backed by a €30M Series B. For a decision that commits real estate budget, that difference in maturity matters.

What are PassBy's limits compared to Gini?

PassBy is a capable US retail data platform. That is not a criticism, it is a description of its ceiling. Three limits come up whenever a multi-market team looks at PassBy seriously.

No footprint outside the US‍

Almanac's brands, markets, and trade areas are all American. There is no European data layer, no GDPR-first architecture to speak of, because there is no European operation to govern. A retailer weighing sites in both Chicago and Cologne needs two different tools, or one tool that already covers both. Gini is the one tool.

Still a platform to navigate

‍Despite the recent AI assistant integrations, the core Almanac experience is places, benchmarks, tenant lists, and exports, the same shape as a decade of retail BI tools. The help center's own emphasis on explaining reports and visualizations reflects that reality. Gini's conversational interface removes that layer entirely: describe the business question, get the answer.

Pricing behind a call‍

PassBy publishes three tier names, Essential, Premium, and Ultimate, but not the numbers behind them. You book a call to find out.

Gini by MyTraffic starts at $250 a month, published, with no setup and no sales gate before you can see what it costs.

Where Gini by MyTraffic outperforms PassBy

For expansion teams building across borders, the Expansion Planner workflow builds a territorial plan from your criteria, your existing network, and real mobility data, across any of Gini's 15 markets at once, the same way we break down how to go from a blank map to five potential expansion sites in an afternoon. PassBy can't cross the Atlantic with you.

For retail directors who want an answer, not a report to interpret, you just have to ask Gini a direct question and it reads the DNA of any location, checks competitive and demographic signals, and gives you a recommendation. No help center article required first.