What Endomag does

Endomag (legally Endomagnetics Ltd) is a Cambridge, UK-based medical technology company founded in 2007 as a spinout from University College London and the University of Houston. The company develops magnetic sensing technology for breast cancer surgical guidance, producing wire-free and radiation-free alternatives to traditional wire localization and radioactive tracers. Its core platform centers on the Sentimag surgical guidance system (available in Gen 2 and Gen 3 versions), which detects three proprietary consumable products: the Magseed magnetic marker for lesion localization, the Magseed Pro self-expanding marker, and the Magtrace iron-oxide lymphatic tracer for sentinel lymph node biopsy. More than 750,000 patients have been treated across 1,350+ hospitals in 45+ countries, with the platform supported by over 100 clinical trials and 800,000+ documented tissue localizations.

The company generates revenue through hardware and consumable sales of its medical devices to hospitals, breast surgery centers, and cancer centers. Its go-to-market combines direct enterprise sales, a global distributor network spanning 30+ countries (with named partners including Sysmex, Obex MedTech, Sanova Pharma, and PI Medical Diagnostics), and an exclusive partnership with Hologic for US and Canada distribution following Hologic's $310 million acquisition of the company in July 2024. Pricing is quote-based and varies by country, with the value proposition anchored on operational efficiency, scheduling flexibility, regulatory simplicity (no radioactive handling), and clinical outcomes including a 2.87% re-excision rate and 98.7% sentinel lymph node detection rate.

Endomag operates with 101-250 employees and has secured major regulatory milestones including FDA approval for Magtrace across all breast cancer staging procedures (December 2022), EU MDR certification for Magseed, and NICE guidance for the Magtrace/Sentimag system. The company's strategic positioning targets three outcomes: preventing unnecessary surgery through delayed sentinel lymph node biopsy, improving surgical precision and reducing invasiveness, and expanding access to a higher standard of breast cancer care globally. Following the Hologic acquisition, Endomag operates as a wholly-owned subsidiary within Hologic's breast health portfolio, retaining its Cambridge headquarters and product brand identity.

Name

Endomag

Legal name

Endomagnetics Ltd

Website

https://endomag.com

Company type

Private

Founded year

2007

Operating status

Acquired

Headcount range

101–250 employees

Short description

Endomag is a Cambridge, UK-based medical technology company developing magnetic sensing systems (Sentimag) and consumable markers/tracers (Magseed, Magtrace) for wire-free, radiation-free breast cancer surgery. Products serve 1,350+ hospitals across 45+ countries and were acquired by Hologic for $310M in 2024.

Ownership category

akta.pro rank

Product category

Surgical Oncology Devices

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Endoscopic Therapeutic & Access Devices (Trocars, dilators, biopsy/ablation tools) (HLAHADAN)

akta.pro secondary industry

Mammography & Breast Imaging Systems (HLAHABAF)

Keywords

• Breast surgical guidance
• Magnetic lesion localization
• Sentinel lymph node biopsy
• Medical device manufacturing
• Cancer staging technology

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Medical Device Sales - Hardware: Endomag generates revenue through the sale of medical devices including Magseed markers, Magtrace lymphatic tracers, and Sentimag surgical guidance platforms. Products are sold to hospitals and healthcare providers through direct sales, distributor networks, and the Hologic partnership for US and Canada markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Endomag develops and sells a magnetic surgical guidance platform for breast cancer surgery, consisting of the Sentimag detection systems (Gen 2 and Gen 3) and magnetic markers/tracers (Magseed, Magseed Pro, Magtrace). The products enable wireless, radiation-free tumor localization and sentinel lymph node biopsy for breast cancer staging, replacing traditional wire and radioactive tracer methods with magnetic sensing technology.

Product overview

Endomag offers a unified surgical guidance platform for breast cancer surgery consisting of two generations of Sentimag platforms (Gen 2 and Gen 3) and three specialized markers/tracers. The Sentimag systems serve as the core detection platforms that work with magnetic Magseed markers (original and Pro versions) for lesion localization, and the Magtrace lymphatic tracer for sentinel lymph node biopsy and breast cancer staging. All products are wire-free and radiation-free alternatives to traditional localization methods, designed to improve patient comfort and surgical precision.

Differentiator

Problem solved

Functional benefit

Products and services

• Magseed Marker A small magnetic seed (approximately 5mm x 1mm) made of surgical grade stainless steel designed to accurately mark breast cancer lesions for precise removal during surgery. Detected using the Sentimag probe, with 0.01% migration rate, 99.8% retrieval rate, and 98% placement accuracy. Used on all six continents with over 500,000 patients treated.
• Magseed Pro Marker The world's first self-expanding seed for tissue localization. When placed, the seed expands to fit the tissue environment and anchor itself in place. Features 78mm MRI artifact (96% less than original Magseed by volume), allowing placement at any time without compromising breast imaging. Offers pinpoint signal counting and millimeter distance measurement modes.
• Magtrace Lymphatic Tracer A lymphatic tracer made of iron oxide, sugar, salt, and water for breast cancer staging. Single injection, dual-tracer that allows planning injections weeks ahead of surgery. FDA-approved for all breast cancer staging procedures. No reported allergic reactions in over 200,000 cases with 98.7% sentinel lymph node detection rate.
• Sentimag Gen 2 Platform Magnetic surgical guidance system for localization and staging in one platform. Enables wire-free, radiation-free breast cancer surgery with directional sensing, pinpoint accuracy, and reliable signals. Works with both Magseed markers and Magtrace lymphatic tracers.
• Sentimag Gen 3 Platform The most advanced surgical guidance system, built on learnings from over 800,000 tissue localizations. Features enhanced Counts mode with directional sensing, millimeter measurement capability, and new Sentimag Smartprobes that are 50% smaller by volume. More tolerant to metal tools and can detect independent signals from seed or magnetic tracer.

Quantifiable outcome

• 2.87% re-excision rate in large multi-centre phase III RCT study
• +5 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Hologic Inc.flagshipStrategic or Co-development Partner · 25 July 2024Hologic, a global leader in women's health, completed acquisition of Endomagnetics Ltd in July 2024 for approximately $310 million. The acquisition enhances Hologic's breast surgery portfolio with wireless localization and lymphatic tracing solutions. Products are now sold through Hologic in the US and Canada, providing access to Hologic's established hospital relationships and sales infrastructure.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Merit Medical Systems (SAVI SCOUT): Merit Medical acquired Cianna Medical and markets SAVI SCOUT, a wire-free, radiation-free radar-based localization system for breast tumor surgery that competes head-to-head with Endomag's Sentimag/Magseed platform in the same surgical workflow.
• Sirius Medical (Pintuition): Sirius Medical's Pintuition system is a magnetic marker-based localization platform for breast cancer surgery, directly competing with Magseed/Magtrace on the same wireless, radiation-free value proposition.
• Molli Surgical: Molli Surgical develops magnetic-seed wire-free breast tumor localization technology targeting the same lumpectomy workflow that Magseed serves, positioning it as a direct substitute product.

Broad incumbents

• Hologic: Hologic is the strategic acquirer of Endomag and a broader women's-health medtech incumbent whose breast surgery portfolio now includes Endomag's localization and tracing solutions alongside mammography, biopsy, and minimally invasive surgical devices.
• BD (Becton Dickinson): BD is a large diversified medical device incumbent that has historically sold wire-localization needles and breast biopsy devices to the same hospital customers Endomag targets with Sentimag/Magseed.
• Stryker: Stryker is a broad medical device incumbent with surgical instruments and navigation platforms used in operating rooms where Sentimag is deployed, giving it customer relationships and channel reach that overlap with Endomag's selling motion.
• Medtronic: Medtronic is a global medical device incumbent operating across surgical and interventional specialties, with hospital sales infrastructure and OR capital-equipment experience that overlap with Endomag's breast surgery customer base.

Emerging players

• Lumicell: Lumicell is an emerging intraoperative imaging company developing fluorescence-guided cancer detection systems for breast-conserving surgery, addressing the same surgical-precision problem from an imaging rather than magnetic-sensing angle.
• Veracyte: Veracyte operates in breast cancer diagnostics (e.g., genomic testing for suspicious lesions), addressing the same breast cancer care pathway though at the diagnostic decision stage rather than surgical localization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/endomag
• Facebookfacebook.com/1464116130536640
• LinkedInlinkedin.com/company/endomag
• Instagraminstagram.com/endomagglobal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds6 records

Investors7 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 Endomag