Elm Park Labs
Elm Park Labs is a privately held, woman-owned Michigan software firm that develops subscription-based Extended Reality (VR/AR/MR) training, education, and assessment applications — anchored by its AptiveXR clinical-training platform — for healthcare systems led by Cleveland Clinic and selected industrial customers.
- Company typePrivate
- Founded1989
- HeadquartersFerndale, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Elm Park Labs does
Elm Park Labs, Inc. is a privately held, woman-owned Extended Reality (XR) software company headquartered in Ferndale, Michigan (Delaware-incorporated), that designs and develops immersive training, education, and assessment applications across Virtual Reality, Augmented Reality, Mixed Reality, desktop 3D, and mobile platforms. The company is 100% focused on XR, combining front-end visual design with back-end engineering to serve primarily healthcare organizations — including hospitals, clinicians, perfusionists, and patients — and secondarily industrial/manufacturing and general enterprise customers. Its core product portfolio comprises four application-layer products (AptiveXR for clinical training, CompanionXR for self-education, InsightXR for procedural instructions, SimapseXR for cognitive-motor assessment) supported by LinkXR for enterprise deployment and analytics, all built on the proprietary EPL Modular Development Platform.
The company sells via enterprise direct sales on subscription terms governed by negotiated Order Forms with annual billing, supplemented by professional services for consulting, implementation, and training. Pricing is not publicly disclosed, and customer access is controlled through Authorized User limits on centralized accounts. Go-to-market emphasizes field sales to healthcare systems, conference-led demand generation (notably the annual ELSO Conference where AptiveXR has been showcased in 2024 and 2025), founder-led thought leadership (TEDxDetroit), and strategic co-development partnerships — most prominently with Cleveland Clinic on ECMO simulation and a Parkinson's cognitive-motor assessment application progressing through FDA approval.
Elm Park Labs traces its origins to a 1989 training company founded by CEO Kimberley Hanke, which evolved through a 1995 design-and-engineering phase into an XR-focused firm beginning in 2014, with the formal XR launch beginning in 2021 (CareCompanion R XR for Traumatic Brain Injury). Cumulative disclosed equity funding is approximately $3.07M across five rounds between 2017 and 2021. The firm operates with 11–50 employees from Ferndale, MI and historically a Plymouth, MI workshop location, with certifications including HIPAA, GDPR, and CCPA compliance — appropriate for its healthcare-customer base.
Elm Park Labs firmographics
Firmographics- Name
- Elm Park Labs
- Legal name
- Elm Park Labs, Inc.
- Website
- https://elmparklabs.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Elm Park Labs is a privately held, woman-owned Michigan software firm that develops subscription-based Extended Reality (VR/AR/MR) training, education, and assessment applications — anchored by its AptiveXR clinical-training platform — for healthcare systems led by Cleveland Clinic and selected industrial customers.
- Ownership category
- akta.pro rank
Elm Park Labs industry classification
Industry- Product category
- Extended Reality (XR) Training Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG)
- akta.pro secondary industries
- XR Assessment & Skills Verification (Performance-Based Evaluation) (EDAFAJAI), VR/AR/XR Game Studios (MPAFAAAE)
Keywords
Where Elm Park Labs is headquartered
LocationHeadquarters
- HQ city
- Ferndale
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Elm Park Labs business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription-based Software Services: Services are provided on a subscription basis for a specific period specified on Order Forms that detail corresponding fees. Subscriptions begin on the Start Date and end on the End Date, with automatic renewal for successive periods unless canceled. Fees are billed on the Start Date and subsequent renewal dates, with payment due within 30 days of invoice receipt.
- Professional Services: Professional services including consulting, implementation, and training services are provided as expressly identified in the Order Form, billed as one-time or project-based engagements alongside subscription fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with custom user limits and module access |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Elm Park Labs product offering
Product offeringCore offering
Elm Park Labs develops enterprise-grade Extended Reality (XR) applications across Virtual Reality, Augmented Reality, and Mixed Reality, delivered through its proprietary EPL Modular Development Platform. The company's flagship offering, AptiveXR, provides headset-based immersive VR training for high-acuity clinical scenarios such as ECMO, while CompanionXR, InsightXR, and SimapseXR extend into AR/3D education, procedural guidance, and cognitive/motor assessment. Solutions are sold via subscription Order Forms to enterprise healthcare and industrial customers.
Product overview
Elm Park Labs offers a modular development platform architecture consisting of four core XR products (AptiveXR, CompanionXR, InsightXR, SimapseXR) complemented by LinkXR for enterprise deployment and management. The EPL Platform serves as the foundation enabling development across AR, VR, MR, and desktop modalities. Products can be tailored to client needs or used as a launchpad for custom solutions, with built-in analytics and integration capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- AptiveXR: Immersive, headset-based VR training for high-acuity clinical scenarios with Teach, Learn, and Assess modes.
- CompanionXR
- InsightXR
- SimapseXR
- LinkXR
- EPL Platform
Products and services
- AptiveXR Headset-based immersive VR training for high-acuity clinical scenarios with three progressive learning modes (Teach, Learn, Assess) that guide clinicians through competency development in a zero-risk virtual environment, with built-in analytics and exportable evidence of clinician competency. Targeted at enterprise healthcare providers.
- CompanionXR Self-service AR and interactive 3D education tool that delivers user-centric experiences through mobile and tablet applications, allowing users to explore and customize products in visually rich 3D spaces with guided educational experiences. Targeted at enterprise customers across industries.
- InsightXR Interactive 3D viewer that delivers step-by-step animated product procedures via tablet or phone, allowing associates to rotate and zoom 3D objects, jump between assembly procedures, and assess parts, specifications, and ordering from within the application. Targeted at enterprise industrial and manufacturing customers.
- SimapseXR Immersive assessment tool for objective evaluation of cognitive and motor performance, co-developed with clinical subject matter experts. Pairs interactive virtual environments with an omnidirectional treadmill to measure Instrumental Activities of Daily Living (IADLs), tracking multiple cognitive and motor domains simultaneously to detect early indicators of neurodegenerative disease. Targeted at clinical and research organizations.
- LinkXR All-in-one enterprise software platform for deploying, managing, and scaling XR training solutions, centralizing content, users, apps, subscriptions, and analytics with role-based access. Designed to be industry-agnostic, adapting to identified goals and workflows with dynamic data tools for measurable outcomes. Targeted at enterprise customers deploying XR at scale.
- EPL Platform (Modular Development Platform) Proprietary modular development platform enabling rapid development and delivery of Extended Reality applications at any level of immersion including AR, VR, MR, and desktop, supporting multiple hardware configurations including VR treadmills and haptic gloves. Provides multi-device capabilities, in-depth analytics, and seamless integration with a customer portal. Targeted at enterprise customers needing custom XR development.
- CareCompanion R XR Extended Reality application with its first module supporting Traumatic Brain Injury, serving as an early XR offering for cognitive/neurological patient support and education. Targeted at healthcare providers and patients.
- AptiveXR ECMO Training Modules Expanded ECLS/ECMO training module catalog for the AptiveXR platform covering equipment-specific system overview, circuit setup and priming, and complication management (e.g., motor and gas source failure), designed in collaboration with real perfusionists. Targeted at ECMO specialists and clinical training programs.
Quantifiable outcome
- 100% of surveyed clinicians would recommend AptiveXR ECMO despite 65% having no prior VR experience
- +3 more outcomes
Companies that use Elm Park Labs
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Elm Park Labs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Elm Park Labs partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Comprehensive Care ServicescoreElm Park Labs partnered with Comprehensive Care Services alongside ECLS 360 to demonstrate AptiveXR at the 35th Annual ELSO Conference in Detroit (September 2024). The partnership enables validated low-stakes, high-impact simulations providing real-world clinical experiences in ECMO training.
- ECLS 360coreElm Park Labs partnered with ECLS 360 and Comprehensive Care Services to showcase AptiveXR at the 35th Annual ELSO Conference in Detroit (September 2024), reaching over 1,500 medical professionals. The collaboration supports validated simulation development for ECMO education.
- Cleveland CliniccoreElm Park Labs partnered with Cleveland Clinic on two initiatives: (1) Testing of a VR simulation for ECMO specialists at one of the nation's leading healthcare institutions, and (2) co-development of a Parkinson's assessment and evaluation application, which is progressing through FDA approval as of 2024.
- Healthcare Strategic PartnerscoreEach healthcare solution is co-created with a team of healthcare professionals to ensure authenticity and realism. The company maintains strategic partnerships in healthcare for validated low-stakes, high-impact simulations providing real-world clinical experiences as of 2023.
- XR Association (XRA)minorElm Park Labs hosted an XRA workshop 'Transforming Healthcare with Immersive Technology' at its Plymouth, Michigan facility in August 2023. Founder Kim Hanke served as a Past Board Member of the XRA Healthcare Policy Committee.
- Michigan Manufacturing Technology CenterminorFounder Kim Hanke served as Former Director and National Chairperson, indicating an ongoing connection with the Michigan Manufacturing Technology Center as a past leadership role that informed the company's manufacturing and industrial XR solutions.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Elm Park Labs competitors and assessment
Company assessmentDirect peers
- FundamentalVR: FundamentalVR provides VR-based surgical and medical training simulations with haptics, directly competing with Elm Park Labs' AptiveXR in the high-acuity clinical training segment of healthcare.
- Surgical Theater: Surgical Theater provides VR visualization and training for surgery and patient education, sharing Elm Park Labs' approach of using immersive XR for clinical training and patient engagement.
- SimX: SimX develops VR medical simulation software for clinicians and nursing, directly comparable to AptiveXR's high-acuity clinical scenario training for healthcare enterprises.
- Health Scholars: Health Scholars delivers VR clinical training focused on nursing and emergency response, a direct peer in the same enterprise healthcare VR training category as Elm Park Labs.
- ImmersiveTouch: ImmersiveTouch builds VR surgical simulation and training platforms with performance analytics, paralleling Elm Park Labs' AptiveXR and SimapseXR competency-tracking approach.
- Osso VR: Osso VR offers immersive VR surgical and procedural training for healthcare professionals, overlapping with Elm Park Labs' clinical training focus on competency-based VR simulation.
Broad incumbents
- Surgical Science: Surgical Science is a publicly listed medical simulation company offering VR training for endoscopy, laparoscopy, and endovascular procedures, representing a broader incumbent in the same healthcare simulation market as Elm Park Labs.
- STRIVR: STRIVR provides enterprise XR training and immersive learning at scale across industries, comparable to Elm Park Labs' enterprise subscription model and modular development platform for workforce training.
- Mursion: Mursion provides VR-based soft-skills and workforce training, including healthcare communication, comparable to Elm Park Labs' enterprise training subscriptions and immersive learning content.
- Mentice: Mentice provides endovascular and interventional simulation solutions for hospitals and medical device companies, a broader incumbent in clinical procedural training relevant to Elm Park Labs' ECMO work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Elm Park Labs social profiles
Digital presenceElm Park Labs compliance and trust
Trust signalCompliance3 records
Elm Park Labs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elm Park Labs leadership team
Management profileNumber of profiles
Profiles1 record
Elm Park Labs funding detail
Funding detailFunding overview
Funding rounds6 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elm Park Labs 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 Elm Park Labs
What does Elm Park Labs do?
Elm Park Labs develops enterprise-grade Extended Reality (XR) applications across Virtual Reality, Augmented Reality, and Mixed Reality, delivered through its proprietary EPL Modular Development Platform. The company's flagship offering, AptiveXR, provides headset-based immersive VR training for high-acuity clinical scenarios such as ECMO, while CompanionXR, InsightXR, and SimapseXR extend into AR/3D education, procedural guidance, and cognitive/motor assessment. Solutions are sold via subscription Order Forms to enterprise healthcare and industrial customers.
Is Elm Park Labs a public or private company?
Elm Park Labs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Elm Park Labs founded?
Elm Park Labs was founded in 1989. It employs 11 to 50 people.
Where is Elm Park Labs based?
Elm Park Labs is headquartered in Ferndale, United States, in the North America region.
How does Elm Park Labs make money?
Two revenue lines are on record. Subscription-based Software Services are the primary driver. The others are professional Services.
Who are Elm Park Labs's main competitors?
Direct peers on record are FundamentalVR, Surgical Theater, SimX, Health Scholars, ImmersiveTouch and Osso VR. Broad incumbents are Surgical Science, STRIVR, Mursion and Mentice.
Does Elm Park Labs have an API?
No public API is recorded for Elm Park Labs.
What industry is Elm Park Labs in?
Elm Park Labs's product category is Extended Reality (XR) Training Software. Its primary akta.pro industry code is EDAFAJAG, Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History), with a secondary code of EDAFAJAI, XR Assessment & Skills Verification (Performance-Based Evaluation). Its NAICS code is 5132 and its SIC code is 7372.