What FlowMSP does

FlowMSP, Inc. is a U.S.-based, vertical SaaS company that builds cloud and mobile pre-incident planning software for the municipal fire service. Founded in 2017 near Chicago (Streator, IL) by Jason Marvel after observing the manual pre-planning process at the Streator Fire Department, the company sells a single platform composed of two tightly integrated applications: the FlowMSP Fire Application, used by fire departments to capture image-annotated pre-plans in roughly five minutes per structure, receive CAD-pushed dispatch notifications with pre-plan and turn-by-turn navigation before station tones, and track teams and ETAs in real time; and the FlowMSP Water Application, used by water departments to GPS-tag hydrants, record flow tests and maintenance, and share asset data with the Fire Application. The platform embeds domain-specific intelligence such as NFPA 1620 pre-plan templates, ISO Public Protection Classification readiness tooling, NFPA 291 hydrant color-coding, and National Fire Academy / Bernoulli fire-flow formulas, and is differentiated by a proprietary Auto-Planning capability that uses image recognition and structure/address databases to auto-generate base pre-plans for commercial structures.

The company monetizes through flat annual subscription licenses per department (with an optional monthly auto-billing cadence) that include unlimited users and devices, supplemented by implementation services for CAD feed setup, RMS data import, and training. Pricing is not publicly disclosed and is calculated using an internally developed algorithm based on department size, type, and district characteristics; a 30-day free trial lowers the evaluation friction. The product is sold through direct enterprise field sales (1-888-469-7789), self-serve trial sign-ups via web and mobile apps (iOS/Android), and channel partnerships, most notably a strategic reseller agreement with Tyler Technologies (announced August 31, 2023) and a CAD-level integration with Hexagon's HxGN OnCall Dispatch system, with additional integrations spanning Image Trend, Firehouse, Emergency Reporting, Apple and Google Maps, Apple Watch, and in-vehicle Mobile Data Computers.

FlowMSP is a Delaware C-corp, raised approximately $2.17M across three disclosed private-placement rounds between December 2020 and December 2023, served customers in more than 40 U.S. states, and was acquired by ImageTrend, a fire and pre-hospital data analytics vendor, in August 2024. Headcount at the time of acquisition is reported in the 11-50 range; founder and CEO Jason Marvel remains in role under ImageTrend ownership, and FlowMSP continues to operate as "FlowMSP (by ImageTrend)" out of Lakeville, MN. Customer examples span small volunteer/combination departments (Dwight, Wytheville, Lincolnwood) up to large municipal and county-scale deployments (Tallahassee FD, Memphis FD, and 31 DuPage County, IL departments with 40,000 buildings on a Hexagon-integrated instance).

Name

FlowMSP

Legal name

FlowMSP, Inc.

Website

https://flowmsp.com

Company type

Private

Founded year

2017

Operating status

Acquired

Headcount range

11–50 employees

Short description

FlowMSP is a U.S. vertical SaaS that provides cloud and mobile pre-incident planning software to municipal fire and water departments, using image-based pre-plans, CAD/dispatch integration, and ISO/NFPA-compliant tooling to compress pre-plan creation from hours to minutes.

Ownership category

akta.pro rank

Product category

Public Safety Software / Pre-Incident Planning Software

NAICS

Computer Systems Design and Related Services (54151), Fire Protection (92216)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Emergency Preparedness Planning & Readiness (HLAJAGAA)

Keywords

• Pre-incident planning software
• Fire service software
• Hydrant management system
• CAD dispatch integration
• NFPA 1620 compliance

Headquarters

HQ city

Streator

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Annual Software License: FlowMSP generates revenue primarily through annual subscription licensing fees calculated using an internally developed algorithm based on department size/type and district size/type. The annual fee covers unlimited users and devices with no per-device or per-user charges. Departments can choose monthly (auto-billed) or annual payment options.
2. Professional Services (Implementation): Implementation specialists provide setup services including dispatch feed configuration, data import, CAD integration, and training sessions. These services support the software license but the primary revenue is from the annual license fee.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

FlowMSP provides a cloud-based pre-incident planning platform — delivered as the FlowMSP Fire Application and the companion FlowMSP Water Application — that lets municipal fire departments and water departments create image-based building pre-plans, receive CAD-driven dispatch notifications on mobile devices, and share hydrant and water-asset data across fire and water departments. The platform covers pre-plan creation in roughly five minutes, NFPA 1620-compliant templates, ISO evaluation readiness tools, dispatch integration with one-click navigation, and real-time syncing across web, iOS, Android, Apple Watch, and in-vehicle MDCs.

Product overview

FlowMSP is a pre-incident planning platform for fire departments offering a unified suite of web and mobile applications. The core offering consists of two applications — the FlowMSP Fire Application and the FlowMSP Water Application — which share real-time water asset data between fire and water departments. The Fire Application serves as the primary tool for creating image-based pre-incident plans, receiving CAD dispatch notifications, and accessing mapping/routing during response. The Water Application handles hydrant management, flow testing, and ISO readiness for water departments, with data flowing directly into the Fire Application. Both applications are sold under a single annual license fee with unlimited users and devices. Key sub-products include the proprietary Auto-Planning Feature (algorithmic commercial structure pre-planning), Dispatch Connect (CAD integration), High Hazard Dispatch Notifications, and ISO Evaluation Readiness Tools. FlowMSP was acquired by ImageTrend in August 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• FlowMSP Fire Application Primary mobile and web application that lets fire departments create annotated, image-based pre-incident plans in under five minutes; receive CAD-driven dispatch notifications with building intelligence and turn-by-turn routes on iOS, Android, Apple Watch, and Mobile Data Computers; share pre-plans with mutual-aid departments; manage high-hazard building alerts; and access NFPA 1620 templates, NFPA 291 hydrant color-coding, and ISO Public Protection Classification readiness tools.
• FlowMSP Water Application Companion mobile and web application for municipal water departments (and fire departments managing hydrants) that performs GPS-based hydrant location and inspection logging, fire-flow testing with automated GPM calculators, flushing and maintenance tracking, NFPA-compliant hydrant marking, and real-time sharing of water-asset data with the Fire application for ISO evaluation readiness.

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ImageTrendcoreOthers · 1 August 2024ImageTrend acquired FlowMSP in August 2024. ImageTrend provides fire and pre-hospital industry comprehensive data analysis and deep intelligence to help clients streamline operations, shape long-term strategies, and dramatically improve outcomes. FlowMSP operates as a product under ImageTrend's portfolio with joint branding 'FlowMSP (by ImageTrend)'.
• Tyler TechnologiescoreChannel Partner/ Reseller/ Distributor · 31 August 2023Strategic reseller agreement bringing together sales collaboration between FlowMSP and Tyler Technologies, the nation's largest software company exclusively focused on the public sector. The agreement establishes Tyler as a reseller of FlowMSP's pre-planning solutions to Tyler's established public safety installed base of customers. FlowMSP gains access to Tyler's sales and product capabilities to deliver combined solutions to fire departments.
• HexagoncoreTechnology or Integration · 1 January 2022Hexagon's HxGN OnCall Dispatch integrates with FlowMSP's pre-incident planning system, providing firefighters with one-button access to pre-plan information within Hexagon's computer-aided dispatch system. The partnership enables deployment in major markets including DuPage County, IL and Memphis, TN. Pre-plan data is accessible through the HxGN OnCall mobile app and automatically updated with new dispatch information.
• DuPage County Fire Departments (31 departments)minorStrategic or Co-development PartnerDuPage County, Illinois uses Hexagon's I/CAD system integrated with FlowMSP, with 31 different fire departments collecting and sharing pre-fire plans on 40,000 buildings. This represents a multi-department collaborative deployment demonstrating interoperability across county fire services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Active911: Active911 provides alerting, mapping, and response coordination software for emergency responders with mobile and CAD-adjacent features. It overlaps with FlowMSP's dispatch notification and mapping capabilities but focuses on alerting rather than pre-plan data.
• Lexipol: Lexipol provides policies, training, and operational content for public safety agencies, with growing software offerings. Its grants and operational tools partially overlap with FlowMSP's pre-plan and ISO readiness use cases for fire departments.
• Vector Solutions (TargetSolutions): Vector Solutions offers training, scheduling, and operational software for first responders and municipal agencies. Its fire department customer base and operational tooling make it an adjacent peer to FlowMSP's pre-incident planning platform.

Direct peers

• Adashi Systems: Adashi builds public safety response and incident command software for fire, EMS, and law enforcement agencies. It shares FlowMSP's focus on operational decision-support software delivered to first responders.
• ESO Solutions: ESO provides data, software, and services for EMS, fire, and hospital agencies, including incident-related documentation and operational analytics. It overlaps directly with FlowMSP's pre-incident planning and response data capture for fire departments.
• Tablet Command: Tablet Command provides a mobile command and mapping platform for fire and EMS incident commanders, including building pre-plan access on mobile devices. It targets the same fire service mobile-incident workflow as FlowMSP.
• Emergency Reporting: Emergency Reporting is a cloud records-management system built for fire and EMS agencies, covering NFIRS reporting, occupancy/inspection records, and pre-plan features. It is directly comparable to FlowMSP's fire-incident and pre-plan records.

Broad incumbents

• Tyler Technologies: Tyler Technologies is the largest U.S. public-sector software vendor and now resells FlowMSP via a strategic agreement. Tyler's broad public safety suite makes it both a channel partner and a broader incumbent that could expand into pre-incident planning independently.
• Hexagon Safety, Infrastructure & Geospatial: Hexagon's HxGN OnCall Dispatch (formerly Hexagon CAD) integrates directly with FlowMSP to deliver pre-plans to firefighters. As a broad public safety CAD/mapping incumbent, it is both an integration partner and a competitive incumbent in dispatch workflows.
• CentralSquare Technologies: CentralSquare provides public safety CAD, RMS, and field operations software that includes pre-plan and mapping features for fire and EMS agencies. It competes in the same fire service operational software category at a larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/FlowMSP
• Facebookfacebook.com/flowpreplanning
• LinkedInlinkedin.com/company/flowmsp
• Instagraminstagram.com/flowpreplanning
• Xx.com/flowpreplanning

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors

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 FlowMSP