LINQ
LINQ provides an AI-enabled business process modelling platform that helps organizations create digital twins to analyse time, cost, capacity, and carbon metrics across operations, serving enterprise customers across multiple industries.
- Company typePrivate
- Founded2012
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What LINQ does
LINQ is a Wellington, New Zealand-based SaaS company that operates an online business process modelling platform enabling organisations to build digital twins of their operations. Founded in 2012 and operating with 11–50 employees, the platform visually captures people, systems, processes and information, then analyses four primary dimensions — time, cost, capacity and carbon — to surface bottlenecks and quantify the impact of change before implementation. A flagship AI module automatically generates organisational digital twin models from process data, while a Carbon Insight module extends the analytics surface into ESG and sustainability reporting. Additional modules target business analysts, AI implementers, Lean Six Sigma practitioners, digital transformation leads, enterprise architects, operations managers and sustainability teams.
The platform supports what-if simulation, bottleneck visualisation and business case generation, with documented customer outcomes including 3,500 hours recovered (NZ Defence Force), 10,000 hours removed (University of Otago), $140k and 8 hours saved per year (DocuVault), 1,894 hours saved per year (Rackspace), 80 process steps collapsed to 20 (Vector) and 8,000 hours saved per year (Vocus). Named enterprise customers span EV manufacturing (Lucid Motors), defence/government (NZ Defence Force), data management (DocuVault), utilities (Vector), technology (Rackspace), telecommunications (Vocus) and higher education (University of Otago), indicating a horizontal go-to-market.
LINQ employs a hybrid GTM combining product-led growth (free self-service trial at my.thinklikelinq.com) with sales-assisted enterprise demos booked via Calendly, supplemented by a partner/reseller program and an inaugural annual conference scheduled for November 2026. Pricing is quote-based and not publicly disclosed. The company has received two small Callaghan Innovation grants (NZ$5,464 in October 2022 and NZ$6,178 in October 2023) and has no disclosed institutional venture capital, no M&A activity, and no publicly reported revenue. Leadership was formalised in April 2026 with Sharon Love as CEO and Eric Wood as CTO, with founder Neil Calvert continuing in a commercial/demo role and Beverley Caldwell serving as CMO.
LINQ firmographics
Firmographics- Name
- LINQ
- Website
- https://linq.it
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LINQ provides an AI-enabled business process modelling platform that helps organizations create digital twins to analyse time, cost, capacity, and carbon metrics across operations, serving enterprise customers across multiple industries.
- Ownership category
- akta.pro rank
LINQ industry classification
Industry- Product category
- Business Process Modelling Software
- NAICS
- Software Publishers (5132), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights) (HDAEAMAD)
- akta.pro secondary industry
- Data Exploration & Ad-Hoc Query Tools (HDAEAMAL)
Keywords
Where LINQ is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
LINQ business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: The primary revenue stream appears to be subscription-based SaaS pricing for their business process modelling platform, with tiered plans for different user levels. The platform offers a free trial tier with paid plans for full functionality.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Trial Tier |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
LINQ product offering
Product offeringCore offering
LINQ is an online business process modelling platform that enables organisations to create digital twins capturing people, systems, processes, and information in a single visual model. Users can analyse time, cost, capacity, and carbon, identify bottlenecks, run what-if simulations, and generate business cases before implementing change. The platform includes AI-assisted model generation and serves business analysts, transformation leads, and operations managers across multiple industries.
Product overview
LINQ is a unified business process modelling platform that enables organisations to create digital twins of their operations. The core platform is supplemented by specialized modules including AI (for automated model generation), Carbon Insight (for sustainability analysis), Business Analysts tools, and Lean Six Sigma methodology integration. The Model Walkthrough feature provides interactive demonstrations. Together, these components allow users to model processes visually, analyze time, cost, capacity and carbon metrics, identify inefficiencies and bottlenecks, and quantify the impact of change before implementation.
Differentiator
Problem solved
Functional benefit
Products and services
- LINQ Platform Online business process modelling platform that enables organisations to visually model business processes, create a digital twin of the organisation capturing people, systems, processes and information, and analyse time, cost, capacity, and carbon metrics to identify and optimise bottlenecks before deploying changes.
Quantifiable outcome
- 3,500 hours recovered from operations
- +6 more outcomes
Companies that use LINQ
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles3 records
LINQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
LINQ partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partners ProgramminorLINQ maintains a partners page on their website indicating a formal partnership program for resellers and channel partners who distribute the platform to end customers.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
LINQ competitors and assessment
Company assessmentDirect peers
- Signavio (SAP): SAP-owned business process modeling and analysis platform with strong enterprise footprint. Directly competes in process modeling, transformation, and what-if analysis — acquired by SAP for ~$1.2B, representing the category leader LINQ must displace or differentiate from.
- Celonis: Process mining and digital twin platform that maps business processes using system data. Competes head-on in the process intelligence category and shares the digital-twin narrative; vastly larger scale (>$, valuation >$13B at peak) makes it the benchmark competitor.
- Bizagi: Low-code business process management and modeling platform with similar horizontal enterprise positioning. Competes directly for the same Digital Transformation Lead and Business Analyst buyer, with comparable AI-assisted process modeling capabilities.
- iGrafx: Dedicated business process modeling and analysis platform with a similar mid-market enterprise focus. Closely comparable on visual process modeling, bottleneck analysis, and transformation use cases, particularly for operations and process improvement teams.
- Bizzdesign: Enterprise architecture and business process modeling platform serving transformation leads and solution architects — two of LINQ's primary personas. Direct overlap on digital twin creation and cross-functional process mapping for enterprise transformation programs.
Broad incumbents
- ARIS (Software AG): Long-established business process analysis suite within Software AG's broader enterprise platform portfolio. Overlaps on process modeling and transformation but is part of a much wider portfolio targeting large enterprises — represents the legacy incumbent LINQ must displace.
Emerging players
- Minit (now part of Microsoft): Process mining and analysis vendor acquired by Microsoft, targeting operational improvement teams. Overlaps with LINQ's process bottleneck identification use case and represents competitive pressure as Microsoft bundles process intelligence into its ecosystem.
- Lucidchart (Lucid): Visual diagramming and process mapping tool widely used by business analysts and operations teams. Partial overlap with LINQ's process modeling use case — competes for the same Business Analyst buyer at a lower price point and lighter functionality.
- Watershed: Enterprise carbon accounting and sustainability platform serving Sustainability Teams — one of LINQ's seven target personas. Could either compete with or complement LINQ's Carbon Insight module depending on how the two companies evolve.
- ABBYY Timeline: Process intelligence and task mining platform that builds digital twins of operational processes from system event data. Competes on the digital twin and process bottleneck use cases, particularly for AI implementation impact assessment — a key LINQ value prop.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
LINQ social profiles
Digital presenceLINQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
LINQ leadership team
Management profileNumber of profiles
Profiles4 records
LINQ funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LINQ 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 LINQ
What does LINQ do?
LINQ is an online business process modelling platform that enables organisations to create digital twins capturing people, systems, processes, and information in a single visual model. Users can analyse time, cost, capacity, and carbon, identify bottlenecks, run what-if simulations, and generate business cases before implementing change. The platform includes AI-assisted model generation and serves business analysts, transformation leads, and operations managers across multiple industries.
Is LINQ a public or private company?
LINQ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LINQ founded?
LINQ was founded in 2012. It employs 11 to 50 people.
Where is LINQ based?
LINQ is headquartered in Wellington, New Zealand, in the Oceania region.
How does LINQ make money?
One revenue line is on record: saaS Subscription.
Who are LINQ's main competitors?
Direct peers on record are Signavio (SAP), Celonis, Bizagi, iGrafx and Bizzdesign. ARIS (Software AG) is listed as a broad incumbent. Emerging players are Minit (now part of Microsoft), Lucidchart (Lucid), Watershed and ABBYY Timeline.
Does LINQ have an API?
No public API is recorded for LINQ.
What industry is LINQ in?
LINQ's product category is Business Process Modelling Software. Its primary akta.pro industry code is HDAEAMAD, Augmented Analytics & AI-Assisted BI (NLQ/NLG, Insights), with a secondary code of HDAEAMAL, Data Exploration & Ad-Hoc Query Tools. Its NAICS code is 5132 and its SIC code is 7372.