Seen Safety
Seen Safety manufactures IRIS 860 infrared LIDAR pedestrian proximity sensors that detect retroreflective tape on high-visibility PPE to protect workers from forklifts and heavy mobile equipment, serving enterprise customers across warehousing, ports, manufacturing, food and beverage, and logistics.
- Company typePrivate
- Founded2014
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Seen Safety does
Seen Safety Limited (Wellington, New Zealand) is a privately held industrial safety-technology company founded in 2014 by two industrial designers, originally as Hunter Safety Lab Limited, that pivoted in 2019 to pedestrian detection around forklifts and heavy mobile equipment (MHE). Its flagship product, the IRIS 860 sensor, is an active infrared LIDAR device that detects retroreflective tape on standard high-visibility PPE and marked objects without requiring electronic tags on workers; it provides configurable detection zones, IP67-rated hardware, and audible alerts to driver and pedestrian. The IRIS-i IoT camera accessory captures photo and short silent-video evidence of every detection and uploads via a global roaming SIM to SEEN Insight, an AI-assisted cloud analytics platform that classifies events, surfaces near-miss trends, and supports remote sensor management.
The company sells primarily through a direct enterprise field-sales motion using regional sales representatives in New Zealand (HQ), the United States (The Woodlands, Texas), the United Kingdom (Manchester), and Australia (Melbourne), supplemented by channel partners (e.g., Attached Solutions in Chile) and MHE-supplier-led installation. Revenue is generated from one-time hardware sales of the IRIS 860 sensor, a fixed monthly connection fee per active IRIS-i camera for cellular LTE data, subscription access to SEEN Insight, bundled 1/3/5-year all-inclusive packages, and optional installation and adoption professional services. Manufacturing is outsourced to an ISO-90001 certified electronics manufacturer in Thailand while design and IP remain in New Zealand.
Seen Safety's customer base spans enterprise logistics, ports and stevedoring, manufacturing and processing, food and beverage, and mining end-markets; named and logo-listed customers include DHL Supply Chain, Rio Tinto, Coca-Cola, FedEx, DB Schenker, Glencore, Cargill, DP World, Mainfreight, Unilever, Thomas Foods, Alaska Marine Lines, AWH Australia, SSA Marine, BevChain, and Eastland Port. Hundreds of companies across more than 20 countries have deployed the system since the 2019 launch, with cumulative detections exceeding 140 million as cited by the company. The company is supported by NZ Growth Capital Partners, Callaghan Innovation, Angel Association NZ, and New Zealand Trade and Enterprise (NZTE).
Seen Safety firmographics
Firmographics- Name
- Seen Safety
- Legal name
- Seen Safety Limited
- Website
- https://seensafety.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Seen Safety manufactures IRIS 860 infrared LIDAR pedestrian proximity sensors that detect retroreflective tape on high-visibility PPE to protect workers from forklifts and heavy mobile equipment, serving enterprise customers across warehousing, ports, manufacturing, food and beverage, and logistics.
- Ownership category
- akta.pro rank
Seen Safety industry classification
Industry- Product category
- Industrial Safety Sensors
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Measuring & Controlling Devices, Nec (3829)
- akta.pro primary industry
- Collision Avoidance & ADAS Retrofit Systems (TLAEANAD)
Keywords
Where Seen Safety is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices5 records
Markets served
Seen Safety business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Sales - IRIS 860 Sensors: SEEN IRIS 860 pedestrian proximity sensors are sold as upfront hardware purchases. Sensors can be purchased outright and have no ongoing costs when used without the IRIS-i camera. Installation is typically handled by the customer's MHE supplier or fleet service team.
- IRIS-i Camera Hardware: The IRIS-i IoT camera accessory is sold as additional hardware to complement the IRIS 860 sensor, enabling visual evidence capture and cellular data upload to SEEN Insight.
- Monthly Connection Fee (IRIS-i): When using the SEEN System with the IRIS-i camera, there is a fixed monthly connection fee per active camera. The fee covers cellular LTE data upload via a global roaming SIM. No limit on the number of detections uploaded. No Wi-Fi or IT integration required.
- SEEN Insight Platform Access: SEEN Insight analytics platform is accessed via subscription with active credit required. Enables AI-assisted detection event classification, dashboards, reporting, and remote sensor management. Data retained for a minimum of 18 months.
- All-Inclusive Packages: SEEN offers 1, 3, and 5-year all-inclusive packages at discounted prices, bundling hardware, data access, and extended hardware warranties together.
- Installation and Adoption Services: SEEN offers Installation and Adoption services as an addition to the SEEN System, including onsite toolbox talks with operators, guided adoption, and customer success support to help organizations extract maximum safety value from the system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | All-inclusive 1-year package |
| Subscription | Multi-year contract | All-inclusive 3-year package |
| Subscription | Multi-year contract | All-inclusive 5-year package |
| One time/ perpetual license | Pay-as-you-go | Sensor-only (no ongoing costs) |
| Hybrid | Monthly | SEEN System with IRIS-i (monthly connection fee) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Seen Safety product offering
Product offeringCore offering
SEEN Safety manufactures and sells the IRIS 860 LIDAR-based pedestrian proximity sensor, which detects retroreflective tape on standard high-visibility PPE and marked objects to deliver real-time audible alerts to forklift operators and pedestrians without requiring electronic tags. The hardware system is complemented by the optional IRIS-i IoT camera accessory (cellular-uploaded photo and short silent video of every detection) and the SEEN Insight cloud platform, which uses AI-assisted event classification for proactive near-miss reporting. The complete SEEN Safety System is sold to enterprise operators of forklifts and material handling equipment across warehousing, ports, manufacturing, food & beverage and logistics.
Product overview
SEEN Safety offers a modular pedestrian detection system for forklifts and material handling equipment. The core system consists of the IRIS 860 sensor (LIDAR-based detection using retroreflective tape technology) paired with the optional IRIS-i camera (for visual evidence capture) and the SEEN Insight cloud platform (AI-assisted analytics and reporting). Accessories include the IRIS 860 Setup Dongle for mobile sensor configuration and the Cab Box for in-vehicle control. The system operates independently without requiring electronic tags on workers, as it detects the retroreflective tape already present on standard high-visibility PPE. Standalone sensor-only deployment has no ongoing fees; adding the IRIS-i camera enables data upload and remote configuration for a monthly connection cost.
Differentiator
Problem solved
Functional benefit
Brands
- SEEN Insight: AI-assisted safety intelligence platform for viewing, analyzing and reporting on detection events captured by the SEEN system.
- IRIS 860
- IRIS-i
Products and services
- SEEN Safety System The complete integrated pedestrian detection system combining IRIS 860 sensors, optional IRIS-i cameras, and SEEN Insight platform, using retroreflective tape detection technology to detect pedestrians wearing high-visibility PPE and alert both operators and pedestrians to potential hazards across forklifts and material handling equipment.
- IRIS 860 Sensor The flagship LIDAR-based pedestrian proximity sensor that detects retroreflective tape on high-visibility PPE and marked objects using infrared laser technology. It provides audible alerts when pedestrians enter the detection zone and can be configured with critical alert and early warning zones; standalone IRIS 860 has no ongoing fees.
- IRIS-i Camera IoT camera accessory paired with the IRIS 860 sensor to capture photo and video evidence of detection events, with data securely uploaded via global roaming cellular LTE network to the SEEN Insight platform; requires a monthly connection fee.
- SEEN Insight Cloud-based AI-assisted analytics platform for viewing, analyzing, and reporting on detection events captured by the SEEN System. Provides dashboard visibility, trend analysis, detection trace paths, AI-enabled event classification, and proactive safety decision support via subscription with data retained for a minimum of 18 months.
- IRIS 860 Setup Dongle Bluetooth-enabled dongle accessory that allows IRIS 860 sensor settings to be changed using a mobile device via the SEEN Sensor Setup App (Android and iOS). Required for standalone sensor configuration when no IRIS-i camera is present.
- IRIS 860 Cab Box In-cab control unit that connects to IRIS 860 sensors and enables configuration of sensor settings from within the vehicle cab, allowing adjustment of detection zones and alert parameters without leaving the operator's seat.
Quantifiable outcome
- 140,000,000+ detections logged across 20+ countries
- +3 more outcomes
Companies that use Seen Safety
Customer profileNamed customers27 records
Segments6 records
Ideal customer profiles4 records
Seen Safety technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature6 records
Seen Safety partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- CPF Group (Thailand)coreSEEN Safety signed an MOU with CPF Group (one of Thailand's largest and best-known companies) to support their goal of maximizing safety and efficiency across their global operations. The MOU was signed by CPF CEO Prasit Boondoungprasert and Seen Safety CEO Michael Scott, with New Zealand Prime Minister Christopher Luxon in attendance. The MOU strengthens SEEN's long-standing relationship with Thailand.
- Fleet iQ360 by Collective Intelligence GroupcoreSEEN Safety partnered with Fleet iQ360 by Collective Intelligence Group to combine forklift safety detection with telematics. SEEN's sensor detections are integrated into Fleet iQ360's Pedestrian Detection Report, displaying near-miss data alongside vehicle telematics (impact detection, pre-operational checklists, driver login, vehicle lockdown controls). Together the systems provide comprehensive fleet safety management combining detection evidence with operational data.
- C3 (New Zealand)coreC3 and SEEN Safety worked together to mitigate risk and improve safety for workers in busy port environments in New Zealand. C3 equipped its fleet with SEEN's pedestrian detection sensors, particularly in log yards. C3 is referenced as both a customer and an active safety technology partner working to save lives in dangerous port environments.
- Attached Solutions (Chile)minorAttached Solutions is a SEEN channel partner in Chile that hosted a SEEN Safety demonstration event. Global Head of Sales Hamish Clark showcased SEEN's technology to attendees at the Attached Solutions-hosted event.
- Federated Co-operatives Limited (Canada)minorSEEN participated in the Federated Co-operatives Limited Risk Management Conference in Canada, connecting with FCL health and safety and operations professionals from across Canada. FCL represents a channel partner relationship for SEEN's safety technology in the Canadian market.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Seen Safety competitors and assessment
Company assessmentBroad incumbents
- Honeywell Industrial Safety: Large diversified industrial safety and PPE/automation supplier with a broad portfolio spanning gas detection, area monitoring, worker wearables, and connected safety platforms — comparable as an enterprise-scale incumbent operating in SEEN's buyer environment.
- Jungheinrich: Global forklift and warehouse equipment manufacturer that integrates its own safety, zone control, and pedestrian detection features (e.g., safetyZone, addedVIEW) into forklifts — a broader incumbent with overlapping forklift safety solutions.
- Linde Material Handling (KION Group): Major forklift OEM (Linde, STILL) within the KION Group that sells integrated operator-assistance and pedestrian-avoidance packages on its trucks; comparable as a broader incumbent offering overlapping forklift safety functionality, often via OEM-bundled systems.
Direct peers
- ifm Electronic: Global supplier of industrial sensors and IO-Link connectivity used in material handling and intralogistics, including forklift-mounted detection and condition monitoring products comparable in channel and application.
- Banner Engineering: US manufacturer of industrial safety devices including safety light curtains, proximity sensors, and indicators used on MHE and conveyor systems; overlaps with SEEN's machine-safety sensor channel and customer base.
- Lytx: Commercial fleet video telematics and AI dashcam provider with a similar hardware-plus-AI-analytics business model applied to driver behavior and near-miss evidence capture, addressing many of the same enterprise safety buyers as SEEN.
- SICK AG: German industrial sensor manufacturer that supplies LiDAR-based safety scanners and proximity sensors for automated guided vehicles and forklifts; comparable as a vendor of active industrial safety sensors to material handling OEMs and end users.
- Safety Vision: Provider of commercial vehicle video surveillance, mobile DVR, and proximity safety camera systems for fleets including transit, refuse, and industrial vehicles; comparable on rugged mobile camera + analytics stack and enterprise fleet channel.
- Brigade Electronics: UK-based manufacturer of vehicle safety systems including Bbs-tek pedestrian detection for forklifts and MHE, with overlapping retrofittable audible alert products and a similar distributor-led go-to-market across logistics and industrial verticals.
- Powerfleet: IoT fleet management and safety technology provider combining telematics with video-based driver behavior and pedestrian detection assets for industrial and commercial fleets — closest comparable on fleet safety subscription economics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Seen Safety social profiles
Digital presenceSeen Safety financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seen Safety leadership team
Management profileNumber of profiles
Profiles6 records
Seen Safety funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seen Safety 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 Seen Safety
What does Seen Safety do?
SEEN Safety manufactures and sells the IRIS 860 LIDAR-based pedestrian proximity sensor, which detects retroreflective tape on standard high-visibility PPE and marked objects to deliver real-time audible alerts to forklift operators and pedestrians without requiring electronic tags. The hardware system is complemented by the optional IRIS-i IoT camera accessory (cellular-uploaded photo and short silent video of every detection) and the SEEN Insight cloud platform, which uses AI-assisted event classification for proactive near-miss reporting. The complete SEEN Safety System is sold to enterprise operators of forklifts and material handling equipment across warehousing, ports, manufacturing, food & beverage and logistics.
Is Seen Safety a public or private company?
Seen Safety is a private company. It is classified as venture growth investor backed and is currently operating.
When was Seen Safety founded?
Seen Safety was founded in 2014. It employs 11 to 50 people.
Where is Seen Safety based?
Seen Safety is headquartered in Wellington, New Zealand, in the Oceania region.
How does Seen Safety make money?
Six revenue lines are on record. Hardware Sales - IRIS 860 Sensors are the primary driver. The others are IRIS-i Camera Hardware, monthly Connection Fee (IRIS-i), SEEN Insight Platform Access, all-Inclusive Packages and installation and Adoption Services.
Who are Seen Safety's main competitors?
Broad incumbents on record are Honeywell Industrial Safety, Jungheinrich and Linde Material Handling (KION Group). Direct peers are ifm Electronic, Banner Engineering, Lytx, SICK AG, Safety Vision, Brigade Electronics and Powerfleet.
Does Seen Safety have an API?
No public API is recorded for Seen Safety.
What industry is Seen Safety in?
Seen Safety's product category is Industrial Safety Sensors. Its primary akta.pro industry code is TLAEANAD, Collision Avoidance & ADAS Retrofit Systems. Its NAICS code is 33451 and its SIC code is 3829.