MSI Data
MSI Data is a privately held Milwaukee-based software company that develops Service Pro, an enterprise field service management platform for equipment-centric service organizations. It serves 500+ mid-market and enterprise customers across roughly 15 verticals with mobile dispatch, AI-powered technician assistance, and ERP integrations.
- Company typePrivate
- Founded2010
- HeadquartersMilwaukee, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What MSI Data does
MSI Data is a privately held, Milwaukee-based software company that develops and sells Service Pro, an enterprise field service management (FSM) platform purpose-built for equipment-centric service organizations. Founded in 2010, the company employs 51-100 people, operates entirely from the United States, and reports a customer base of 500+ organizations spanning mid-market to enterprise with technician populations of 25 to 2,500+. Service Pro combines scheduling, dispatch, mobile field operations, route optimization, time tracking, mobile forms, service contract management, parts inventory, asset management, inspection, and analytics into a modular platform distributed across iOS, Android, and Windows with full offline capability.
The platform is architected around native integrations with leading ERP systems (NetSuite, Microsoft Dynamics Business Central, Epicor Prophet 21, Sage 100, Viewpoint Vista) and a RESTful API using OData, plus optional add-on modules for business intelligence, customer self-service portals, and GPS-based technician tracking. In November 2025 MSI Data launched Service Pro AI, a multi-modal (voice, text, image) AI assistant for field technicians that delivers customer-data-grounded repair guidance and automates service-report generation, layered on a broader AI Suite covering predictive maintenance and intelligent routing.
MSI Data generates revenue primarily through annual SaaS subscriptions priced on a quote basis (sized by technician count, modules, and customization), supplemented by add-on module subscriptions and professional services for implementation and training. Distribution is direct, with enterprise field sales for larger accounts and inside sales for mid-market buyers, supported by content marketing, ROI calculators, case studies, and live product demos. The company is backed by Luminate Capital Partners and operates exclusively in North America.
MSI Data firmographics
Firmographics- Name
- MSI Data
- Legal name
- MSI Data
- Website
- https://msidata.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MSI Data is a privately held Milwaukee-based software company that develops Service Pro, an enterprise field service management platform for equipment-centric service organizations. It serves 500+ mid-market and enterprise customers across roughly 15 verticals with mobile dispatch, AI-powered technician assistance, and ERP integrations.
- Ownership category
- akta.pro rank
MSI Data industry classification
Industry- Product category
- Field Service Management Software
- NAICS
- Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Field Service Management (FSM) & Dispatch Platforms (HDAEALAM)
- akta.pro secondary industry
- Service Catalog, Request Fulfillment & Self-Service Portals (BPAEAJAI)
Keywords
Where MSI Data is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Markets served
MSI Data business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Cloud-based field service management software sold as annual or multi-year subscriptions. The platform includes core modules for scheduling, dispatch, mobile access, and reporting with optional add-ons for enhanced functionality.
- Add-On Modules: Additional revenue from optional add-ons including Business Intelligence, Customer Portal, and Technician Tracker that extend core platform functionality.
- Professional Services: Implementation, training, and consulting services to support customer deployment and optimization of the Service Pro platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise field service management platform with quote-based pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
MSI Data product offering
Product offeringCore offering
MSI Data develops and sells the Service Pro Platform, an equipment-centric, cloud-based field service management (FSM) software for service organizations. The platform covers scheduling, dispatch, route optimization, mobile field forms, time tracking, service contract management, parts inventory, call management, asset management, preventative maintenance, and analytics. It is complemented by Service Pro AI (an AI-powered technician assistance app) and Service Pro API (a RESTful/OData integration layer), and is sold to mid-market and enterprise equipment-service companies in verticals such as heavy equipment, industrial equipment, HVAC, and energy/utilities.
Product overview
MSI Data offers Service Pro, a unified platform-plus-modules architecture for enterprise field service management. The core product is the Service Pro Platform—an equipment-centric FSM solution supporting the full service lifecycle. Key modules include Visual Scheduling, Dispatch, Route Optimization, Time Tracking, Mobile Field Forms, Call Management, Asset Management, Parts Management, Preventative Maintenance, Inspection Management, Maintenance Planning, Repair & Service Management, and Field Service Automation. AI capabilities are delivered through Service Pro AI (hands-on work with hands-free answers via voice/text/image) and the AI Suite (predictive analytics and intelligent routing). Add-on modules include Business Intelligence (19+ visualization types), Customer Portal, and Technician Tracker. The platform is available on iOS, Android, and Windows with full offline capability, and integrates natively with Epicor Prophet 21, NetSuite, Microsoft Dynamics Business Central, Sage 100, Viewpoint Vista, and QuickBooks via a RESTful API using OData.
Differentiator
Problem solved
Functional benefit
Brands
- Service Pro: Primary enterprise field service management platform offering integrated scheduling, dispatch, mobile field service, asset management, contract management, and analytics capabilities.
- Service Pro AI
Products and services
- Service Pro Platform Cloud-based, equipment-centric enterprise field service management platform covering scheduling, dispatch, route optimization, mobile field forms, time tracking, service contract management, parts inventory, call management, asset management, preventative maintenance, inspection management, and analytics. Designed for mid-market and enterprise equipment service organizations.
- Service Pro AI AI-powered mobile application for field technicians that delivers real-time repair guidance, grounded in-the-field intelligence using customer manuals and service data, and automatically generates detailed work summaries. Supports voice, text, and image interactions.
- Service Pro API Enterprise-grade RESTful API using Open Data Protocol (OData) that extends and connects the Service Pro platform with IoT devices, ERP/CRM systems, and custom business applications, enabling custom field updates and automated workflows.
- Business Intelligence Add-On Analytics and reporting add-on providing real-time KPI monitoring, 19+ visualization types (pie, funnel, bar, etc.), and customizable dashboards for technician performance and service profitability tracking.
- Customer Portal Add-On Self-service customer portal add-on giving end customers 24/7 visibility into work order status, service request history, inspection report downloads, and online service request submission.
- Technician Tracker Add-On GPS-based technician tracking add-on that delivers real-time technician location, ETA notifications, and automated post-appointment customer surveys via SMS and email.
- Professional Services Implementation, training, and consulting services to support customer deployment, integration with ERP/CRM systems, and ongoing optimization of the Service Pro platform.
Quantifiable outcome
- Reduction in time wasted on inefficient efforts - Percentage varies by implementation
- +10 more outcomes
Companies that use MSI Data
Customer profileNamed customers5 records
Segments15 records
Ideal customer profiles1 record
MSI Data technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability10 records
Feature11 records
MSI Data partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Microsoft Dynamics CommunitycoreDeepened collaboration to deliver next-generation predictive field service experiences through Service Pro integration with Microsoft Dynamics ecosystem. Integration with Service Pro aims to reduce costs and increase first-time fix rates for manufacturers and distributors.
- NetSuitecoreNative ERP integration enabling seamless data synchronization between Service Pro field service operations and NetSuite business systems.
- Microsoft Dynamics (Business Central)coreNative integration with Microsoft Dynamics Business Central for connected field service and back-office operations.
- Epicor Prophet 21coreNative ERP integration for industrial equipment distributors using Epicor Prophet 21.
- Sage 100coreNative integration with Sage 100 ERP for seamless financial and operational data synchronization.
- Viewpoint Construction SoftwarecoreMobile construction field service app connecting with Viewpoint for complete field force automation, document control, inspections, field service, and reporting.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
MSI Data competitors and assessment
Company assessmentBroad incumbents
- ServiceNow Field Service Management: FSM module within the broader ServiceNow platform; targets the same mid-market and enterprise equipment-service buyers with deep workflow and integration capabilities, though as part of a much larger platform portfolio.
- Microsoft Dynamics 365 Field Service: Microsoft's FSM application bundled with Dynamics 365 CE/CRM; competes with Service Pro for mid-market and enterprise equipment service organizations and is the strategic counterpart to MSI Data's Microsoft Dynamics integration.
- SAP Field Service Management: SAP's FSM solution targets large enterprise service organizations with deep ERP integration; competes with MSI Data for asset-heavy, multi-site equipment service operations.
- Salesforce Field Service: Salesforce's FSM offering (incorporating ClickSoftware) provides scheduling, dispatch, and mobile capabilities to enterprise service organizations, competing with Service Pro across equipment-centric verticals.
Direct peers
- FieldAware: Cloud-based FSM platform with scheduling, dispatch, and mobile capabilities for mid-market service organizations; competes with MSI Data in similar equipment-centric and commercial service verticals.
- ServiceMax (PTC): Equipment-centric field service management suite acquired by PTC; competes head-to-head with Service Pro in heavy equipment, industrial, and asset-heavy service operations with comparable features (scheduling, mobile, asset history, contracts).
- Praxedo: FSM vendor with strong mobile field forms, scheduling, and IoT integrations; directly comparable in addressing equipment service operations for utility and industrial customers.
- IFS Field Service Management: IFS offers a dedicated FSM solution with strong capabilities in asset-heavy, complex service operations; competes with MSI Data in industrial equipment, energy, and manufacturing service markets.
- Trimble Viewpoint: Construction-focused software suite that MSI Data partners with (Viewpoint Vista integration) and competes against for construction equipment service and contractor field operations.
Regional players
- OverIT (Field Service Management): European-headquartered FSM vendor with deep asset and workforce management capabilities; competes with MSI Data in equipment service verticals but with primary focus on EMEA markets.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
MSI Data social profiles
Digital presenceMSI Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
MSI Data leadership team
Management profileNumber of profiles
Profiles5 records
MSI Data funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MSI Data 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 MSI Data
What does MSI Data do?
MSI Data develops and sells the Service Pro Platform, an equipment-centric, cloud-based field service management (FSM) software for service organizations. The platform covers scheduling, dispatch, route optimization, mobile field forms, time tracking, service contract management, parts inventory, call management, asset management, preventative maintenance, and analytics. It is complemented by Service Pro AI (an AI-powered technician assistance app) and Service Pro API (a RESTful/OData integration layer), and is sold to mid-market and enterprise equipment-service companies in verticals such as heavy equipment, industrial equipment, HVAC, and energy/utilities.
Is MSI Data a public or private company?
MSI Data is a private company. It is classified as private equity controlled and is currently operating.
When was MSI Data founded?
MSI Data was founded in 2010. It employs 51 to 100 people.
Where is MSI Data based?
MSI Data is headquartered in Milwaukee, United States, in the North America region.
How does MSI Data make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are add-On Modules and professional Services.
Who are MSI Data's main competitors?
Broad incumbents on record are ServiceNow Field Service Management, Microsoft Dynamics 365 Field Service, SAP Field Service Management and Salesforce Field Service. Direct peers are FieldAware, ServiceMax (PTC), Praxedo, IFS Field Service Management and Trimble Viewpoint. OverIT (Field Service Management) is listed as a regional player.
Does MSI Data have an API?
Yes. Service Pro API is a RESTful client that uses Open Data Protocol (OData) to query results. It enables organizations to extend and connect the Service Pro platform to other technologies. The API supports IoT and remote monitoring integration for real-time data, ERP and CRM connectivity to synchronize work order details, equipment updates, service appointments, and sales opportunities. Custom field updates allow automation of mileage, truck health, inventory bin information, and other business data feeds. Developer documentation is at www.msidata.com/assets/API_GettingStartedGuide.pdf.
What industry is MSI Data in?
MSI Data's product category is Field Service Management Software. Its primary akta.pro industry code is HDAEALAM, Field Service Management (FSM) & Dispatch Platforms, with a secondary code of BPAEAJAI, Service Catalog, Request Fulfillment & Self-Service Portals. Its NAICS code is 54151 and its SIC code is 7370.