Chief information officers and other senior leaders have become used to continual approaches from vendors, keen to cash in on the interest that has developed around the potential for analytics to solve their pressing institutional issues. A growing range of products is marketed as having learning analytics capabilities. However, the field is new, the technologies and functionality are evolving rapidly and many systems are as yet unproven at scale. There are numerous new entrants to the marketplace, as well as established players that are incorporating analytics capabilities within systems initially developed for other purposes. Some vendors offer ‘complete’ solutions, even customising predictive models for individual courses at an institution, and other companies are concentrating on niche products as part of an overall learning analytics architecture, or simply ensuring their offerings can provide the user activity data required for analytics.