What does the first line of your upload file look like? For custom user profile fields, the fieldname needs to take a special format.
- Custom profile field names: (Optional). xxxxx is the real custom user profile field name (i.e. the unique shortname)
profile_field_xxxxx
username,firstname,lastname,email,profile_field_company,profile_field_licno
Leaving out the "profile_field_" at the front is a typical reason why the upload might not be adding data to these fields.