Simpson Associates helps emergency services turn complex data into real-world impact

With decades of data expertise and partnerships across more than 65% of UK police forces, Simpson Associates delivers predictive analytics, AI-powered tools and end-to-end data strategies for blue light organisations.

We were keen to hear more about what we can expect to see from the Microsoft Partner of the Year at The Emergency Tech Show, so caught up with the team to ask them some key questions.

1. Can you tell us a bit about Simpson and your mission to help emergency services use data for good?

Simpson Associates is a data transformation consultancy and managed service provider with over three decades of experience. Our core mission is to empower emergency services to use their data for good.

We do this by providing data-driven insights that help blue light services optimise their operations, improve efficiency, and ultimately, better serve their communities. We believe that by unlocking the hidden potential within their data, we can help these critical services overcome complex challenges and make a significant social impact.

2. You’ve worked with more than 65% of UK police forces – what kinds of challenges are you helping them solve?

Having worked with over 65% of UK police forces, we’ve gained a deep understanding of the unique challenges they face. We help them tackle issues such as rising crime rates, budget cuts, and the need to manage sensitive data securely. We provide solutions that enable:

• Demand forecasting: By analysing historical and real-time data, we help forces predict where and when demand will be highest, allowing them to allocate resources more effectively.

• Incident and crime reporting: We create centralised data platforms that provide a single, holistic view of crime data, streamlining information sharing and improving collaboration.

• AI-powered solutions: We’ve developed tools like RedactXpert, an AI-powered auto-redaction tool that saves police forces significant time and effort when dealing with Personally Identifiable Information (PII). We’ve also helped develop tools for translation and transcription to assist in complex, multi-lingual investigations.

3. What services do you offer beyond analytics and how do they support a full data transformation journey?  

Our services extend beyond simple analytics to support a full data transformation journey. We don’t just provide solutions; we help organisations build the skills and capabilities to become self-sufficient. Our services include:

Data strategy and advisory

We collaborate with you to define a clear data strategy, helping you identify where the value lies within your data and creating a roadmap to achieve your operational goals. This includes assessing how

Artificial Intelligence (AI) can be leveraged to enhance your services and establishing a data governance framework to ensure data quality, security, and ethical use.

Data engineering and integration

We build modern data platforms that combine data from various sources into a single, trusted source. This not only ensures the data is of high quality and easily accessible but also creates the necessary foundation for advanced analytics and AI applications. Our process includes implementing clear governance policies to manage access, maintain data integrity, and ensure compliance.

Training and empowerment

Through workshops, and expert knowledge transfer, we empower your teams with the skills and confidence to effectively manage and leverage your data.

4. You’re a Microsoft Partner of the Year and a featured Fabric partner – what does that mean for the blue light organisations you work with?

Being a Microsoft Partner of the Year and a featured Microsoft Fabric partner signifies our expertise and commitment to using cutting-edge technology for positive social change. Our work with the Tackling Organised Exploitation (TOEX) programme, which earned us the Community Response Partner of the Year award, demonstrates our ability to use Microsoft Azure and its AI capabilities to create borderless solutions for borderless crimes.

This partnership gives the blue light organisations we work with the confidence that they are getting secure, scalable and innovative solutions built on a trusted and widely-used platform.

5. What can people expect to learn from Simpson at The Emergency Tech Show?

See how data and AI are transforming emergency services. Discover practical solutions for police, ambulance and fire teams – from AI-powered document redaction to predictive analytics for demand forecasting. Learn how to turn complex data into actionable insights, optimise resources, and empower your teams to make confident, data-driven decisions.

6. You’re already strong in policing – how are you expanding your work with ambulance and fire and rescue services?

While we have a strong foundation in policing, we are actively expanding our work with ambulance and fire and rescue services. We’ve developed specific solutions to address the unique pressures they face, such as increasing demand and tight budgets. We offer services like:

• Demand forecasting: We help ambulance services and fire services predict call volumes to optimise resource allocation and shorten response times.
• Data management: We assist fire and rescue services in streamlining their data management processes to ensure compliance with new standards and improve operational efficiency.
• AI assessments: We provide comprehensive evaluations to show how AI can transform their services, from optimising equipment tracking to predicting emergency situations.

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Simpson Associates is a Microsoft Partner in the Microsoft Pavilion at The Emergency Tech Show at the NEC on 17-18 September. Check out the full exhibitor list here.