Tank Utility
Tank Utility is a Boston-based IoT company (founded 2014, Generac subsidiary since September 2021) that builds LTE and WiFi propane tank monitors, a fuel-marketer operations portal, and a white-label consumer mobile app for US propane retailers and residential homeowners.
- Company typePrivate
- Founded2014
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Tank Utility does
Tank Utility is a Boston-based IoT company founded in September 2014 by Nicholas Mashburn (with co-founder Amos Epstein) that builds propane and delivered-fuel tank monitoring hardware and software. Its product line comprises two hardware monitors — a WiFi Tank Level Monitor for residential customers and an LTE Multi-Carrier Tank Monitor (launched March 2022) featuring eSIM-based autonomous switching between the four major US cellular carriers — feeding real-time tank level data into a web-based Operations Portal for fuel marketers and a consumer-facing iOS/Android mobile app that can be white-labeled per fuel marketer brand. The company monetizes through upfront hardware sales combined with an ongoing monitoring subscription, supported by bi-directional integrations with Cargas Energy and ADD Systems (ADD Energy E3 via SmartConnect) back-office software used by propane delivery companies. Delivery operations are augmented by the Propane Delivery Efficiency & Benchmarking Dashboards (April 2018) and a free delivery history analysis service used to qualify fuel marketer leads.
The company's go-to-market is bifurcated. On the B2B side, a direct sales motion supported by business development managers and customer success managers (including named CSMs and a Senior Director of Marketing) targets US propane and delivered-fuel retailers; on the B2C side, monitors are sold directly through the Tank Utility website and mobile app stores to homeowners with propane heating. The firm participates heavily in industry channels — NPGA Expo (2016–2018), NPGA Southeastern Convention, NPGA New Product Showcase — and was a member startup of Greentown Labs in Somerville, MA from August 2014. Tank Utility raised approximately $8.2M in disclosed venture and grant funding (including a $6M Series A in February 2019 led by Bullpen Capital) before being acquired by Generac, Inc. (NYSE: GNRC) in September 2021. Post-acquisition, the company continues to operate as a subsidiary, with the 2025 website footer referencing it as "an Anova company," and has shipped the LTE Multi-Carrier monitor, a 10+ year battery life firmware update (July 2023), and a redesigned Operations Portal (August 2023).
Tank Utility firmographics
Firmographics- Name
- Tank Utility
- Legal name
- Tank Utility, Inc.
- Website
- https://tankutility.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tank Utility is a Boston-based IoT company (founded 2014, Generac subsidiary since September 2021) that builds LTE and WiFi propane tank monitors, a fuel-marketer operations portal, and a white-label consumer mobile app for US propane retailers and residential homeowners.
- Ownership category
- akta.pro rank
Tank Utility industry classification
Industry- Product category
- IoT Propane Tank Monitoring
- NAICS
- Totalizing Fluid Meter and Counting Device Manufacturing (334514)
- SIC
- Totalizing Fluid Meters & Counting Devices (3824)
- akta.pro primary industry
- Gas Utility IoT (Pipeline Monitoring, Smart Regulators, Leak Detection) (EUADAPAL)
- akta.pro secondary industry
- Customer Premise Equipment Interfaces (Regulators, ERTs/Modules & Indoor/Outdoor Meter Sets) (EUAJACAE)
Keywords
Where Tank Utility is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Tank Utility business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Tank Monitoring Hardware Devices: Tank Utility sells physical LTE Multi-Carrier and WiFi tank monitoring devices. Hardware is purchased upfront and includes the monitor unit with battery. Battery replacement is field-serviceable using standard AA lithium batteries.
- Software Subscription / Monitoring Service: The company charges for ongoing monitoring services connected to the hardware devices, enabling real-time tank level data, alerts, and portal access for fuel marketers. From the company's founding announcement: 'cheap. No monthly charges to see your tank level. No hidden fees' — though this early statement may reflect initial pricing that has since evolved.
- White-Label / Branded Mobile App: Fuel marketers can brand the consumer mobile app with their own logo for customer use, providing an additional revenue or value-add service. The company provides marketing materials including web banners, door hangers, and landing pages at no additional cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Hardware device pricing |
| Subscription | Annual | Software / monitoring subscription |
| Freemium | Monthly | Free tier for basic tank level viewing (early messaging) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Tank Utility product offering
Product offeringCore offering
Tank Utility provides IoT-based propane and fuel tank level monitoring through LTE cellular (with multi-carrier eSIM switching) and WiFi-connected hardware devices, paired with a web-based Operations Portal for fuel marketers and consumer mobile apps for iOS and Android. The system delivers real-time tank level visibility, consumption forecasting, and delivery scheduling optimization to help fuel marketers reduce truck rolls by up to 40% and prevent run-outs for residential propane users.
Product overview
Tank Utility is a propane and fuel tank monitoring company offering a complete IoT solution comprising hardware tank monitors, a consumer-facing mobile app, and a business operations portal. The portfolio includes two hardware monitor types — the LTE Multi-Carrier Tank Monitor (cellular, with multi-carrier eSIM switching) and the WiFi Tank Level Monitor — which feed real-time tank level data into the Tank Utility Operations Portal for fuel marketers and the Tank Utility Mobile App for end consumers. The Operations Portal serves as the core B2B platform providing delivery efficiency analytics, benchmarking dashboards, and back office integrations with ADD Systems and Cargas Energy. The Consumer Mobile App provides homeowners with real-time tank level visibility and customizable alerts, with a branded invite feature for fuel marketers to distribute the app to their customers.
Differentiator
Problem solved
Functional benefit
Products and services
- LTE Multi-Carrier Tank Monitor A cellular propane tank level monitoring device with eSIM technology that autonomously switches between multiple cellular carriers for maximum connectivity and reliability. Designed for fuel marketers and homeowners, it provides real-time tank level data to optimize delivery scheduling.
- WiFi Tank Level Monitor A WiFi-connected propane tank level monitoring device for homeowners and small businesses. Monitors tank levels over the homeowner's existing WiFi network and displays real-time data in the mobile app.
- Tank Utility Operations Portal A web-based software portal for fuel marketers providing real-time tank level visibility across customer accounts, delivery efficiency analytics, and benchmarking dashboards. Includes features for scheduling, reporting, and managing monitored accounts.
- Tank Utility Mobile App A consumer-facing mobile application (iOS and Android) that displays real-time propane tank level and consumption data to homeowners and end customers. Supports branded white-label versions for fuel marketers and includes customizable alert notifications.
Quantifiable outcome
- Drop the same gallons in 40% less deliveries (fuel marketer efficiency claim)
- +4 more outcomes
Companies that use Tank Utility
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Tank Utility technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
Tank Utility partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Cargas EnergycoreTank Utility launched a deeper bi-directional integration with Cargas Energy, a fuel delivery back-office software provider. The integration enables real-time tank level data from Tank Utility monitors to be automatically shared with the Cargas Energy platform for delivery optimization.
- Mirabito Energy ProductsminorMirabito Energy Products participated as a featured customer case study in Tank Utility's webinar on tank monitoring integration with ADDs back-office software. Phil Mirabito of Mirabito Energy Products discussed ROI measurement approaches and deployment experiences with tank monitors.
- ADD Systems (ADD Energy E3)coreTank Utility and ADD Systems integrated Tank Utility's cellular tank monitors and portal software with ADD Energy E3 via ADD's SmartConnect tank monitoring API. This integration enables real-time tank level data to be automatically shared with the back-office delivery management system, making tank data available for routing and dispatch.
- Greentown LabscoreTank Utility was granted membership to Greentown Labs in August 2014. Greentown Labs is a clean energy startup incubator in Somerville, MA. As a member, Tank Utility gained access to desks, prototyping space, and on-site events and programs designed to enable startup growth. Tank Utility joined 47 other startups working on innovative solutions to energy challenges.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Tank Utility competitors and assessment
Company assessmentDirect peers
- Otodata: Otodata is one of the largest North American providers of propane tank level monitors and remote fuel monitoring services. It is the closest direct competitor to Tank Utility in the cellular tank monitoring market for propane and fuel oil dealers.
- Mopeka Products: Mopeka manufactures ultrasonic propane tank level sensors for both consumer and commercial applications. It is a direct hardware competitor in propane tank monitoring, particularly in the residential and small commercial segment where Tank Utility also operates.
- TankScan (AMETEK): TankScan, part of AMETEK, provides remote tank level monitoring solutions for industrial liquids and chemicals. It is a direct competitor in the broader tank monitoring category that overlaps with Tank Utility's propane and fuel marketer applications.
- Powelectrics: Powelectrics offers remote tank level monitoring sensors and telemetry solutions for fuels, chemicals, and water. Its cellular and IoT tank monitoring products directly compete with Tank Utility in the fuel and propane monitoring market.
Broad incumbents
- Samsara: Samsara is a broad IoT platform providing fleet telematics, equipment monitoring, and asset tracking for industrial customers. Its asset monitoring capabilities overlap with Tank Utility's tank-level monitoring for fuel marketers operating fleets.
- Itron: Itron is a major provider of smart meters and utility IoT infrastructure for electricity, gas, and water utilities. It represents a broad incumbent in customer-premise metering and AMI that competes for adjacent gas utility monitoring budgets.
- Geotab: Geotab is a leading fleet telematics and asset tracking platform. It competes broadly with Tank Utility in serving propane and fuel delivery fleets that require vehicle and tank visibility as part of operations.
- Verizon Connect: Verizon Connect provides fleet management and IoT asset monitoring built on Verizon's cellular network. It competes with Tank Utility for fleet and tank monitoring dollars among fuel marketers and delivery operators.
Others
- Generac (Anova): Generac is Tank Utility's parent company (acquired September 2021) and now operates the Tank Utility brand under its Anova subsidiary. As parent and energy management platform owner, Generac is the strategic acquirer and channel partner rather than a competitor.
- ADD Systems: ADD Systems provides back-office delivery and routing software (ADD Energy E3) used by propane and fuel marketers. It is a technology integration partner with Tank Utility's SmartConnect API, not a direct competitor, but its installed base shapes distribution of tank monitoring solutions.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Tank Utility social profiles
Digital presenceTank Utility financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tank Utility leadership team
Management profileNumber of profiles
Profiles15 records
Tank Utility funding detail
Funding detailFunding overview
Funding rounds5 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tank Utility 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 Tank Utility
What does Tank Utility do?
Tank Utility provides IoT-based propane and fuel tank level monitoring through LTE cellular (with multi-carrier eSIM switching) and WiFi-connected hardware devices, paired with a web-based Operations Portal for fuel marketers and consumer mobile apps for iOS and Android. The system delivers real-time tank level visibility, consumption forecasting, and delivery scheduling optimization to help fuel marketers reduce truck rolls by up to 40% and prevent run-outs for residential propane users.
Is Tank Utility a public or private company?
Tank Utility is a private company. It is classified as corporate owned and is currently operating.
When was Tank Utility founded?
Tank Utility was founded in 2014. It employs 11 to 50 people.
Where is Tank Utility based?
Tank Utility is headquartered in Boston, United States, in the North America region.
How does Tank Utility make money?
Three revenue lines are on record. Tank Monitoring Hardware Devices are the primary driver. The others are software Subscription / Monitoring Service and white-Label / Branded Mobile App.
Who are Tank Utility's main competitors?
Direct peers on record are Otodata, Mopeka Products, TankScan (AMETEK) and Powelectrics. Broad incumbents are Samsara, Itron, Geotab and Verizon Connect. Others are Generac (Anova) and ADD Systems.
Does Tank Utility have an API?
No public API is recorded for Tank Utility.
What industry is Tank Utility in?
Tank Utility's product category is IoT Propane Tank Monitoring. Its primary akta.pro industry code is EUADAPAL, Gas Utility IoT (Pipeline Monitoring, Smart Regulators, Leak Detection), with a secondary code of EUAJACAE, Customer Premise Equipment Interfaces (Regulators, ERTs/Modules & Indoor/Outdoor Meter Sets). Its NAICS code is 334514 and its SIC code is 3824.