Pictor

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.

Name

Pictor

Legal name

Pictor Ltd.

Website

https://pictordx.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 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

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 industry

PRIMARYHLAGADAG

Proteomics & Biomarker Analytical Testing

Healthcare & Life Sciences/Life Science Tools & Services (CRO/CDMO/Lab Services)/Laboratory Testing & Analytical Services

SECONDARYHLAGAIAI

Reagents, Chemicals & Assay Kits (Buffers, Antibodies, ELISA, Enzymes)

Healthcare & Life Sciences/Life Science Tools & Services (CRO/CDMO/Lab Services)/Laboratory Equipment, Instruments & Consumables

SECONDARYHLAAAMAL

Biomarker Assay & Reagent Development (LDT/IVD assay design, antibodies/standards/controls)

Healthcare & Life Sciences/Biotechnology & Biologics/Biomarkers and Companion Diagnostics

Keywords

• Immunodiagnostic products
• Targeted proteomics platform
• Multiplex biomarker testing
• Veterinary diagnostic kits
• Clinical laboratory reagents

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Disease Research Limited (DRL)coreStrategic or Co-development Partner · 20 May 2026Formalized 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 HealthcoreChannel Partner/ Reseller/ Distributor · 12 April 2022Partnership 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 UniversityminorStrategic or Co-development PartnerIndependent 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

Direct 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

• LinkedInlinkedin.com/company/pictorltd
• Xx.com/pictorltd
• Facebookfacebook.com/pictorltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds11 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pictor