Symaps built a straightforward site-scoring tool, and for a franchise picking its next few locations, it does that job well. But once your network spans several markets, or once you need to know how a location is actually performing after you've opened it, not just before, Symaps starts to show its edges. Gini by MyTraffic is the AI companion that turns real mobility data into a direct answer: where to open, what's underperforming, and what to do next.

Here is what that looks like in practice.

Why expansion teams choose Gini by MyTraffic over Symaps

First-party GPS data. Not a licensed feed.

Symaps blends public census data, such as France's Insee, with a footfall layer it licenses from Mapbox Movement, a third-party mobility dataset aggregated from thousands of apps. Symaps switched to that provider specifically to fix accuracy problems its earlier data sources had in lower-density areas.

This means Symaps doesn't own its core signal, which can causes issues. A user also reported that Symaps' location plotting doesn't always snap cleanly to road data, producing detours that make travel-time zones less reliable than they should be.

Gini by MyTraffic runs on first-party GPS signals, combined with the geospatial technology from our Geoblink acquisition, measured at 5 to 10 meter street-level accuracy. When you're comparing two units on the same block, owning the data pipeline instead of licensing someone else's aggregation choices is the difference between a confident, justifiable call and a guess dressed up as one.

Site selection is one job. Gini covers the whole lifecycle.

Symaps is built to help you choose a new location. Its strongest features, scenario simulation, catchment comparison, similar-location matching, all point at the moment before you sign a lease. What it doesn't do well is tell you how that location is doing six months later, or flag which of your 40 existing stores is quietly losing ground to a new competitor.

Gini's workflows cover selection, expansion strategy, and ongoing performance monitoring as one continuous companion, not a scorecard you run once and file away.

An answer, not another map to read

Symaps presents its findings as data layers on a map and downloadable reports. It's clear enough, though some users have noted the volume of information on screen can feel like a lot to take in at once. Gini skips the interpretation step. Ask a plain-language question and get a direct answer with the reasoning attached.

What are Symaps' limits compared to Gini by MyTraffic?

Symaps is a capable prospecting tool. You get catchment visualisation, demographic layers, and site scoring, and a small team without a GIS background can use it without much training. But prospecting is where it stops. Three limits come up consistently:

No AI layer for decision support.

Symaps' interface is a map with filters and export buttons. You select criteria, read the layers, and draw your own conclusion. Gini's conversational interface means you describe the business question and receive a structured recommendation, reasoning included, without touching a single filter.

Built to choose a site, not to run a network.

Once a store opens, Symaps has little left to offer. Gini keeps working after launch, flagging underperformance, cannibalisation risk, and local market shifts across your entire footprint, not just the address you were evaluating last quarter.

Pricing and access friction.

Symaps doesn't publish pricing on its site, third-party listings put entry plans at roughly €650 a month, and at least one small buyer cited cost as the reason they didn't renew. Gini starts at $250/month, with no setup required.

Where Gini by MyTraffic outperforms Symaps

For expansion teams operating across several European markets.‍

The Expansion Planner workflow builds a territorial plan from your criteria, your existing network, and real mobility data, at consistent street-level accuracy whether the market is Lyon or Lisbon.

For teams that need to manage a network, not just launch into it.‍

Gini reads the DNA of any location, cross-references competitive signals and socio-demographic fit, and keeps monitoring performance long after the ribbon-cutting.

For decision-makers who need a number they can defend in a room.‍

Gini combines footfall with visitor origin, competitor positioning, and revenue potential modelling, then leads with the recommendation. As Juan Carlos Martin, Head of Expansion at a major European retailer, put it: "Tools like MyTraffic help support decisions with concrete data, which is important when justifying new sites internally or comparing options across markets."