What Geo does

Geo (legal entity Geo Limited, NZX: GEO) is a New Zealand–incorporated public company that built and operated job management software for trade small and medium-sized businesses under the GeoOp and GeoNext brands, serving electricians, plumbers, gas engineers, HVAC technicians, and property maintenance providers primarily in Australia and New Zealand. The platform covers the full workflow from enquiry capture through quoting, scheduling, real-time job and staff tracking, timesheets, branded invoicing, online payments, and accounting reconciliation — with native two-way syncs to Xero, MYOB, QuickBooks (accounting) and Stripe (payments), plus mobile apps on iOS and Android. In 2024 the company merged with Tradify (an Access Group company), consolidating Geo's customers and products onto the Tradify platform and sunsetting the GeoOp and GeoNext brands.

Underlying technology is a vertically-specialized SaaS architecture with workflow components (enquiries, quoting, scheduling, timesheets, job tracking, invoicing, payments) tied together by shared customer and job records. Differentiated functionality includes AI-powered "SmartTools": SmartWrite, a generative AI writing assistant for quotes, invoices and customer communications, and SmartRead, an NLP-based bill reader for extracting and processing document content — both surfaced as embedded platform features rather than as standalone AI products.

The business model is B2B SaaS subscription pricing (specific tiers not publicly disclosed), monetized through a product-led growth motion with a 14-day free trial requiring no credit card, supplemented by sales-assisted demos for larger teams and a partner referral network serving trade SMBs. The company markets through verticalized channels including Instagram, YouTube, TikTok, the "Behind the Tools" industry podcast, a blog of tools and templates for trades, and partner referrals. March 2023 capital structure included a NZ$1.51M renounceable rights issue and a debt facility from Pioneer Capital Partners to fund customer acquisition, price increases, and feature development.

Name

Geo

Legal name

Geo Limited

Website

https://try.geoop.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Geo (NZX: GEO) operated the GeoOp and GeoNext job management SaaS platforms for trade SMBs (electricians, plumbers, HVAC, gas, property maintenance) in Australia and New Zealand, and in 2024 merged with Tradify, consolidating customers and products onto the unified Tradify platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Job management software delivered as subscription service, likely with per-seat or tiered pricing model

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Geo provides subscription-based job management software for trade businesses such as electricians, plumbers, gas engineers, HVAC technicians, and property maintenance providers. The platform manages the full workflow from customer enquiries through quoting, scheduling, job tracking, invoicing, and online payments, with AI features (SmartWrite, SmartRead) and integrations with Xero, MYOB, QuickBooks, and Stripe. Geo's legacy GeoOp and GeoNext products have been consolidated into the Tradify platform following a 2024 merger.

Product overview

GeoOp and GeoNext were trade-focused job management software products that have been acquired and consolidated into Tradify. The current unified product portfolio consists of Tradify as the core all-in-one job management platform, which replaced both GeoOp and GeoNext. Tradify serves trade businesses across multiple verticals (electrical, plumbing, gas, HVAC, property maintenance) and provides an integrated workflow from customer enquiries through quoting, scheduling, job tracking, invoicing, and payment collection. The platform includes AI-powered features (SmartWrite, SmartRead) and integrates with major accounting software (Xero, MYOB, QuickBooks) and payment processors (Stripe).

Differentiator

Problem solved

Functional benefit

Products and services

• Tradify (successor platform to GeoOp and GeoNext) All-in-one job management app for trade businesses, purpose-built for electricians, plumbers, gas engineers, HVAC technicians, and property maintenance services. Manages customer enquiries, branded quoting, scheduling, real-time job tracking, invoicing with Xero/MYOB/QuickBooks synchronization, and online payments via Stripe. Includes AI-powered SmartWrite (writing assistant) and SmartRead (bill reader). Available on desktop, tablet, iOS, and Android.

Quantifiable outcome

• Tens of thousands of tradies save time and get organised

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature8 records

Partnerships

One partnership is on record.

• TradifycoreStrategic or Co-development PartnerGeoOp/GeoNext merged with Tradify to operate as one unified team. Existing Geo customers are being migrated to the Tradify platform, which offers more comprehensive features including AI tools (SmartWrite, SmartRead), enhanced integrations, and ongoing product development support.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• ServiceTitan: Major vertical SaaS platform for trades (HVAC, plumbing, electrical, etc.). Directly comparable in target customer and core workflow (scheduling, dispatching, invoicing) but operates at far greater scale (mid-market and enterprise focus) with a broader feature set.

Direct peers

• Jobber: Field service software for home service businesses including electricians, plumbers, HVAC, and similar trades. Competes head-on with Tradify/Geo in SMB trade job management, quoting, scheduling, and invoicing.
• ServiceM8: Job management app designed for trades and service businesses, originating in Australia. Closest direct competitor to Tradify, particularly in ANZ market with the same trade customer base and mobile-first design.
• Housecall Pro: All-in-one field service management software for home service professionals (plumbers, electricians, HVAC, cleaners). Highly comparable in product scope and target market (SMB trades).
• Workiz: Field service management platform for contractors and trade businesses, covering scheduling, dispatching, invoicing, and payments. Direct competitor in the trades vertical SaaS category.
• FieldEdge: Field service management software for HVAC, plumbing, electrical, and other service contractors. Comparable product offering and customer base, though more oriented to mid-market in North America.
• Service Fusion: Field service management software for small to mid-sized service companies including HVAC, plumbing, electrical, and appliance repair. Competes on the same job management, dispatching, and invoicing workflow for trades.
• Tradify: The acquiring/merged platform that Geo's products now operate within. Identical target customer (trades SMBs in ANZ), same product feature set (quoting, scheduling, invoicing), and same PLG motion with 14-day free trial.

Emerging players

• Buildertrend: Construction project management and job management software for home builders and remodelers. Comparable in trades-adjacent SMB software market with overlapping scheduling, quoting, and invoicing capabilities.

Others

• Xero: Cloud accounting platform for SMBs (especially strong in ANZ) that integrates natively with Geo/Tradify. Adjacent ecosystem participant — accounting layer that trade businesses also adopt and which can substitute or complement workflow offerings.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GeoOp
• Facebookfacebook.com/GeoOp
• LinkedInlinkedin.com/company/geoop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Geo