Pictor
Pictor is a New Zealand-based biotechnology company that develops a proprietary targeted proteomics platform (PictArray, PictImager, Pictorial software) for multiplexed immunodiagnostic testing, serving clinical laboratories, veterinary clinics, and research institutions globally through subsidiaries in the US, Australia, and India.
- Company typePrivate
- Founded2018
- HeadquartersParnell, New Zealand
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Pictor does
Pictor is a New Zealand-based biotechnology company that develops, manufactures, and markets immunodiagnostic products built on a proprietary targeted proteomics platform. The company serves clinical laboratories, veterinary diagnostic providers, and research institutions across the US, Australia, New Zealand, and India through wholly-owned subsidiaries in Carlsbad (Pictor Inc.), Melbourne (Pictor Dx. Pty Ltd.), and Mumbai (Pictor Diagnostics India Pvt. Ltd.). Its core offering, the Pictor® Platform, integrates three components: PictArray® (96-well array consumables supporting blood, saliva, plasma, and milk samples at under $50 per sample with results in under 2 hours), PictImager® (a proprietary high-resolution image analyzer that reads a 96-well plate in under one minute and is priced at less than 15% of competitor instruments), and Pictorial© Software (AI-assisted data processing with LIMS integration).
Applied products include the ViraScreen-Core™ multiplex antibody assay for simultaneous hepatitis B, HIV-1, HIV-2, and hepatitis C detection, and the PictVet® line of veterinary assays targeting Johne's disease (MAP IgG Multiplex ELISA) and Mycoplasma bovis in cattle. The platform supports up to 20 analytes per test from a single sample and is engineered for decentralized, high-throughput settings including mobile labs, vet trucks, and pharmacies.
Pictor operates a hybrid revenue model combining one-time instrument sales of the PictImager, recurring per-sample consumable and reagent sales through the PictArray kit family, and specialized ELISA kit sales. Distribution combines direct enterprise sales (led by Chief Commercial Officer Janine McMurdie) with channel partnerships, notably Mobility Health for US COVID-19 antibody test launch and Disease Research Limited for Johne's disease validation in New Zealand, and an emerging direct-to-consumer channel using Tasso devices for at-home sample collection.
Pictor firmographics
Firmographics- Name
- Pictor
- Legal name
- Pictor Ltd.
- Website
- https://pictordx.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pictor is a New Zealand-based biotechnology company that develops a proprietary targeted proteomics platform (PictArray, PictImager, Pictorial software) for multiplexed immunodiagnostic testing, serving clinical laboratories, veterinary clinics, and research institutions globally through subsidiaries in the US, Australia, and India.
- Ownership category
- akta.pro rank
Pictor industry classification
Industry- Product category
- Immunodiagnostics
- NAICS
- In-Vitro Diagnostic Substance Manufacturing (325413), Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Laboratory Analytical Instruments (3826)
- akta.pro primary industry
- Proteomics & Biomarker Analytical Testing (HLAGADAG)
- akta.pro secondary industries
- Reagents, Chemicals & Assay Kits (Buffers, Antibodies, ELISA, Enzymes) (HLAGAIAI), Biomarker Assay & Reagent Development (LDT/IVD assay design, antibodies/standards/controls) (HLAAAMAL)
Keywords
Where Pictor is headquartered
LocationHeadquarters
- HQ city
- Parnell
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Pictor business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales
Revenue model
- Instrument Sales (PictImager): Pictor sells its proprietary PictImager instrument at a price point less than 15% of competitor instruments, utilizing a depot service model for maintenance and support. The instrument enables high-throughput testing in clinical and veterinary settings.
- Consumables and Reagents: Sales of PictArray kits and standard detection reagents for multiplex testing. Priced at under $50 per sample with support for multiple sample types including blood, saliva, plasma, and milk without reconfiguration.
- Specialized ELISA Kits: Sale of specialized multiplex ELISA kits including COVID-19 IgG ELISA Kit, PictVet MAP assay for Johne's disease, and Mycoplasma bovis IgG Multiplex ELISA for veterinary applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-sample testing with PictArray kits |
| One time/ perpetual license | Multi-year contract | PictImager instrument with depot service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Pictor product offering
Product offeringCore offering
Pictor develops, manufactures, and markets a targeted proteomics platform for multiplexed immunodiagnostic testing, consisting of the PictArray® 96-well consumable arrays, the PictImager® proprietary image analyzer, and the Pictorial© AI-powered analysis software. Applied products include the ViraScreen-Core™ multiplex antibody assay for human infectious diseases and the PictVet® line of ELISA kits for veterinary diagnostics, sold to clinical laboratories, veterinary clinics, and research institutions.
Product overview
Pictor offers a unified platform-plus-modules architecture centered on its Pictor® Platform for targeted proteomics. The core offering consists of three integrated products: PictArray® (high-sensitivity array consumables), PictImager® (proprietary high-resolution image analyzer), and Pictorial© Software (AI-powered automated analysis and reporting). This platform enables multiplexed biomarker testing with up to 20 analytes per test from a single sample across blood, saliva, plasma, and milk sample types. Applied products include the ViraScreen-Core™ multiplex antibody assay for human infectious disease testing (hepatitis B, HIV, hepatitis C) and PictVet® branded veterinary diagnostic kits including the MAP IgG Multiplex ELISA Kit for Johne's disease and Mycoplasma bovis IgG Multiplex ELISA for cattle health monitoring.
Differentiator
Problem solved
Functional benefit
Brands
- PictVet: Veterinary diagnostic product line including MAP IgG Multiplex ELISA Kit for Johne's disease and Mycoplasma bovis IgG Multiplex ELISA for cattle health monitoring
- ViraScreen-Core
- PictArray
- PictImager
- Pictorial
Products and services
- Pictor® Platform A flexible targeted proteomics platform providing researchers, diagnostics manufacturers, clinical labs, and vet clinics a streamlined and cost-effective solution that delivers multiple biomarker insights simultaneously across diverse sample types.
- PictArray® Complete and customizable 96-well format array platform with arrays printed within each well, supporting blood, saliva, plasma, and milk samples without reconfiguration. Delivers results in under 2 hours at under $50 per sample, with complete consumables offering and standard detection reagents.
- PictImager® Proprietary high-resolution image analyzer that reads a 96-well plate in under one minute. Priced at less than 15% of competitor instruments, with a depot service model. Compact design suitable for mobile labs, vet trucks, and pharmacies.
- Pictorial© Software AI-powered automated data processing and reporting software complementary to PictImager. Supports up to 20 analytes per test and offers seamless LIMS integration for streamlined reporting.
- ViraScreen-Core™ Multiplex Antibody Assay Multiplex antibody assay for human infectious disease testing, compatible with serum and saliva samples, enabling simultaneous detection of antibodies for hepatitis B, HIV-1, HIV-2, and hepatitis C from a single sample.
- PictVet® MAP IgG Multiplex ELISA Kit Veterinary diagnostic kit using a multi-analyte targeted proteomic approach to detect Mycobacterium avium subspecies paratuberculosis (MAP) associated with Johne's disease in cattle dairy and beef herds, with broader antigen coverage than single-antigen ELISA platforms.
- PictVet™ Mycoplasma bovis IgG Multiplex ELISA Improved multiplex diagnostic assay for detecting Mycoplasma bovis infections in cattle, showing 100% positive agreement and 98.9% overall agreement with existing methods, supporting early infection detection.
- COVID-19 IgG ELISA Kit Multiplexed testing kit for detecting COVID-19 IgG antibodies, including a variant capable of differentiating between antibodies from infection and vaccination.
Quantifiable outcome
- PictVet Mycoplasma bovis IgG Multiplex ELISA showed 100% positive agreement and 98.9% overall agreement with existing methods
- +4 more outcomes
Companies that use Pictor
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Pictor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
Pictor partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Disease Research Limited (DRL)coreFormalized collaboration with DRL, a leading New Zealand veterinary diagnostic laboratory, to advance herd health monitoring for Johne's disease in New Zealand's dairy and beef sectors. Focuses on validation and launch planning for PictVet's MAP IgG Multiplex ELISA Kit. The partnership builds on a two-year scientific relationship that produced a peer-reviewed publication in Frontiers in Veterinary Science in 2025, with further studies underway and plans to present at NZVA Annual Conference in June 2026.
- Mobility HealthcorePartnership with Mobility Health to launch Pictor's COVID-19 antibody test in the US market. The test can differentiate between antibodies from infection and vaccination. Mobility Health serves as the distribution channel for US market entry.
- Texas A&M UniversityminorIndependent peer-reviewed research collaboration resulting in a study published in Frontiers in Veterinary Science reporting strong assay performance for PictVet using bovine nasopharyngeal swab samples.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Pictor competitors and assessment
Company assessmentDirect peers
- Quanterix: Direct competitor in targeted proteomics, offering Simoa single-molecule array technology for ultra-sensitive biomarker detection across clinical and research markets. Competes on similar use cases (multiplex biomarker testing for diagnostics and research).
- Olink: Targeted proteomics platform (Proximity Extension Assay) used by clinical researchers and pharma for biomarker discovery. Competes directly with PictArray in the multiplex proteomics category, though Olink is now part of Thermo Fisher with greater scale.
- Meso Scale Diagnostics: Privately held multiplex immunoassay platform provider with electrochemiluminescence-based instruments and assay kits. Directly comparable to Pictor's platform in delivering multi-analyte biomarker panels to clinical and research customers.
- SomaLogic: Proteomics platform using SOMAmer technology for high-multiplex biomarker measurement. Competes with PictArray in the targeted proteomics space, particularly for research and biomarker discovery applications.
- Luminex (DiaSorin): Multiplex testing platform (xMAP) acquired by DiaSorin, offering bead-based assays for clinical diagnostics and life sciences. Competes with Pictor's multiplex biomarker platform in clinical lab and translational research markets.
Broad incumbents
- Bio-Rad Laboratories: Major life sciences and clinical diagnostics incumbent offering multiplex immunoassay systems, ELISA kits, and laboratory instruments. Competes with Pictor's veterinary and clinical multiplex ELISA offerings as part of a broader diagnostics portfolio.
- IDEXX Laboratories: Dominant veterinary diagnostics incumbent offering in-clinic instruments, ELISA kits, and reference lab services. Directly comparable to PictVet products in cattle disease testing, but operates at vastly larger scale.
- Zoetis: Largest animal health company globally, offering veterinary diagnostics, vaccines, and pharmaceuticals. A broad incumbent that competes with PictVet products in livestock disease diagnostics across dairy, beef, and other species.
- Thermo Fisher Scientific: Global life sciences and diagnostics incumbent with extensive proteomics, ELISA, and laboratory instrument portfolios (including Olink). Competes with Pictor across both instruments and reagents on a much larger scale.
Emerging players
- Standard BioTools (formerly Fluidigm): Multiplexed assay platform provider for proteomics and genomics, including the CyTOF mass cytometry system. Overlaps with Pictor's targeted proteomics positioning in research and translational biomarker applications.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pictor social profiles
Digital presencePictor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pictor leadership team
Management profileNumber of profiles
Profiles7 records
Pictor subsidiaries and ownership
Company hierarchySubsidiaries3 records
Pictor funding detail
Funding detailFunding overview
Funding rounds11 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pictor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pictor
What does Pictor do?
Pictor develops, manufactures, and markets a targeted proteomics platform for multiplexed immunodiagnostic testing, consisting of the PictArray® 96-well consumable arrays, the PictImager® proprietary image analyzer, and the Pictorial© AI-powered analysis software. Applied products include the ViraScreen-Core™ multiplex antibody assay for human infectious diseases and the PictVet® line of ELISA kits for veterinary diagnostics, sold to clinical laboratories, veterinary clinics, and research institutions.
Is Pictor a public or private company?
Pictor is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pictor founded?
Pictor was founded in 2018. It employs 51 to 100 people.
Where is Pictor based?
Pictor is headquartered in Parnell, New Zealand, in the Oceania region.
How does Pictor make money?
Three revenue lines are on record. Instrument Sales (PictImager) is the primary driver. The others are consumables and Reagents and specialized ELISA Kits.
Who are Pictor's main competitors?
Direct peers on record are Quanterix, Olink, Meso Scale Diagnostics, SomaLogic and Luminex (DiaSorin). Broad incumbents are Bio-Rad Laboratories, IDEXX Laboratories, Zoetis and Thermo Fisher Scientific. Standard BioTools (formerly Fluidigm) is listed as an emerging player.
Does Pictor have an API?
No public API is recorded for Pictor.
What industry is Pictor in?
Pictor's product category is Immunodiagnostics. Its primary akta.pro industry code is HLAGADAG, Proteomics & Biomarker Analytical Testing, with a secondary code of HLAGAIAI, Reagents, Chemicals & Assay Kits (Buffers, Antibodies, ELISA, Enzymes). Its NAICS code is 325413 and its SIC code is 2835.