Noldus Information Technology
Noldus Information Technology, founded in 1989 in Wageningen, Netherlands, develops integrated software, instruments, and services for behavioral research in humans and animals. It sells consultatively through 9 global offices and 10 distributors to academic, pharmaceutical, healthcare, consumer products, and education customers.
- Company typePrivate
- Founded1989
- HeadquartersWageningen, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Noldus Information Technology does
Noldus Information Technology BV is a Dutch private company founded in 1989 and headquartered in Wageningen, Netherlands. It develops and sells integrated software, instruments, and services for behavioral research across both human and animal studies, generating 50,150+ supporting publications and 61,300 customers worldwide. The product portfolio centers on video-based observation, automated coding, and multi-modal data synchronization, anchored by core software products (FaceReader for automated facial expression analysis using deep neural networks; The Observer XT for behavioral coding; EthoVision XT and TrackLab for video tracking; Viso for audiovisual recording and debriefing; MediaRecorder for multi-source synchronous recording) plus a hardware line (Eye Trackers, Data Acquisition Systems, PhenoTyper, DanioVision, mazes, and the Portable Lab). The architecture emphasizes integration: facial expression, gaze, audio, and physiological signals can be synchronized within a single analysis environment, validated in regulated contexts (GDPR, HIPAA, FERPA, HITECH, ISO 27001).
Commercially, Noldus operates a consultative enterprise field-sales motion through 9 owned offices (notably Wageningen, Leesburg VA, and Beijing as regional HQs) and 10 global distributors, supported by a community-led GTM strategy of webinars, white papers, conferences (FENS Forum, European Zebrafish Meeting), customer success stories, and Noldus Academy training. Pricing is quote-based and undisclosed, spanning both subscription and perpetual EULA licensing, optional NoldusCare maintenance, hardware sales, and professional services. Customer segments are diversified across academic research (primary), pharmaceutical/biotech (Boehringer Ingelheim), healthcare and medical training (DORC, hospital simulation), consumer products research (Fisher-Price Play Lab), and education/training institutions (Harvard, Oxford, Cambridge, LSE, Wageningen University). Strategic posture is anchored by a 2024 Blackrock Neurotech integration partnership and a 2025 leadership transition (Jay de Groot appointed CEO, May 2025).
Noldus Information Technology firmographics
Firmographics- Name
- Noldus Information Technology
- Legal name
- Noldus Information Technology BV
- Website
- https://noldus.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Noldus Information Technology, founded in 1989 in Wageningen, Netherlands, develops integrated software, instruments, and services for behavioral research in humans and animals. It sells consultatively through 9 global offices and 10 distributors to academic, pharmaceutical, healthcare, consumer products, and education customers.
- Ownership category
- akta.pro rank
Noldus Information Technology industry classification
Industry- Product category
- Behavioral Research Software & Instruments
- NAICS
- Scientific Research and Development Services (5417), Research and Development in the Physical, Engineering, and Life Sciences (54171)
- SIC
- Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- SaMD – Imaging & Signal Analysis (AI/ML) (HLACANAG)
- akta.pro secondary industry
- Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs) (HLAMAGAL)
Keywords
Where Noldus Information Technology is headquartered
LocationHeadquarters
- HQ city
- Wageningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Noldus Information Technology business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Software Licenses and Subscriptions: Software products including FaceReader, The Observer XT, EthoVision XT, Viso, and other behavioral research tools sold under End-User License Agreement (EULA) with perpetual or subscription licensing options. NoldusCare provides additional maintenance, support and repair services.
- Hardware Sales: Eye trackers, data acquisition systems, PhenoTyper, DanioVision, mazes, and other specialized hardware for behavioral research. Hardware is an integrated part of the Viso package.
- Professional Services: Consultancy services and training through Noldus Academy, including implementation support, technical training, and research methodology guidance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise and Academic pricing |
| One time/ perpetual license | Multi-year contract | Perpetual License Option |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Noldus Information Technology product offering
Product offeringCore offering
Noldus Information Technology develops and sells integrated software and hardware systems for behavioral research across human and animal studies, including video-based observation, automated facial expression analysis, eye tracking, and behavioral coding platforms. Products are complemented by data acquisition hardware and supported with training, consultancy, and maintenance services delivered globally through direct sales and distributors.
Product overview
Noldus Information Technology offers a comprehensive portfolio of software and hardware solutions for behavioral research across human and animal studies. The product ecosystem centers on video-based observation, automated analysis, and data integration capabilities. Core software products include Viso (AV recording system), The Observer XT (behavioral coding and analysis), FaceReader (automated facial expression analysis), MediaRecorder (multi-source video recording), and TrackLab (automated tracking). Hardware offerings encompass eye tracking systems, data acquisition equipment, and specialized enclosures (PhenoTyper, DanioVision, Mazes). The platform supports applications in psychology, emotion analysis, education, neuroscience, user experience, and animal behavior research, serving both academia and industry globally with offices in 9 countries.
Differentiator
Problem solved
Functional benefit
Brands
- NoldusHub: Hardware/software integrated solution for behavioral research
- Viso
- The Observer XT
- FaceReader
- EthoVision XT
- MediaRecorder
- TrackLab
- NoldusCare
- Noldus Academy
Products and services
- Viso Audio-visual recording and playback software for recording training sessions, mock-up interviews, usability tests, education, research, and healthcare settings, with multi-room recording, remote viewing, annotation with markers, and debriefing capabilities.
- The Observer XT Gold-standard behavioral research software for coding and analyzing observed behavior, synchronizing external data with behavioral observations and visualizing combined data for comprehensive analysis.
- FaceReader Automated facial expression analysis software using deep neural networks to classify six basic emotions plus neutral and contempt states, analyze 20 Facial Action Units, and detect attention, with over 97% accuracy validated against FACS-trained coders.
- MediaRecorder Software for synchronous video recording from up to eight different sources, enabling multi-camera behavioral research.
- TrackLab Software for automated tracking and analysis of subject movement and behavior in research settings.
- NoldusHub Integrated hardware/software platform for human behavior research combining multiple Noldus tools in a unified system.
- EthoVision XT Video tracking system for automated tracking of animal movement and behavior across various research paradigms.
- Catwalk XT Automated gait analysis system for rodents providing quantitative measurement of gait parameters.
- DanioScope Software for zebrafish research enabling analysis of swimming behavior, activity, and larval movement.
- UltraVox XT System for detecting and analyzing ultrasonic vocalizations in animal behavior research.
- Eye Trackers Hardware devices for recording eye movements and gaze patterns, integrating with Viso for gaze-overlay visualization.
- Data Acquisition Systems Hardware systems for collecting physiological and behavioral data streams in research environments.
- PhenoTyper Enriched environment housing system for automated behavioral phenotyping of rodents.
- DanioVision Integrated platform for zebrafish research combining an observation chamber with video tracking capabilities.
- Portable Lab Mobile research solution packed into a lightweight carrying case for on-site behavioral testing and observation, including laptop, webcam, tripod, and screen capture device.
- NoldusCare Maintenance, support, and repair services for Noldus products.
- Noldus Academy Educational and training services covering implementation, software use, and research methodology for Noldus software users.
Quantifiable outcome
- Over 97% accuracy in facial expression analysis validated against FACS-certified coders
- +2 more outcomes
Companies that use Noldus Information Technology
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles5 records
Noldus Information Technology technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Noldus Information Technology partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Blackrock NeurotechcoreStrategic collaboration announced at #SfN24 (Society for Neuroscience annual meeting) integrating Noldus behavioral tracking software with Blackrock Neurotech electrophysiology systems. The integration enables real-time synchronization of neural activity and behavioral data, enhancing neurobehavioral research capabilities for neuroscience researchers.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Noldus Information Technology competitors and assessment
Company assessmentDirect peers
- TSE Systems: TSE Systems specializes in automated behavioral phenotyping and metabolic cages for rodent research, directly comparable to Noldus's PhenoTyper home-cage monitoring and Catwalk XT gait analysis products.
- Med Associates Inc. Med Associates supplies behavioral testing equipment, operant chambers, and software for animal research, comparable to Noldus's PhenoTyper, Catwalk XT, and EthoVision XT in preclinical behavioral neuroscience applications.
- iMotions: iMotions builds a multi-modal biosensor and emotion analytics platform that integrates facial expression analysis (similar to FaceReader), eye tracking, and GSR/EEG for academic and market research customers. It is the most direct competitor to Noldus in the human behavioral research software category.
- Stoelting Co. Stoelting manufactures and distributes behavioral research apparatus and instruments for psychology and neuroscience labs, overlapping with Noldus's hardware lines (mazes, data acquisition, behavioral testing systems) and serving the same research customer base.
- Biobserve: Biobserve develops video-based behavioral analysis software for animal research (e.g., BirdTrack, FishTrack), overlapping with Noldus's EthoVision XT in automated tracking and phenotyping of lab animals.
- Clever Sys Inc. Clever Sys offers automated behavioral scoring systems (e.g., HomeCageScan, FreezeScan) for rodent and neurodegenerative disease research, closely comparable to Noldus's animal behavior observation and analysis tools.
- Lafayette Instrument: Lafayette Instrument provides behavioral research instruments, mazes, and human assessment tools (e.g., Polygraph, dexterity testing) that overlap with Noldus's behavioral measurement portfolio for psychology and neuroscience labs.
- ANY-maze: ANY-maze is a widely-used video tracking system for animal behavior research, comparable to Noldus's EthoVision XT and TrackLab. Both vendors target preclinical and academic labs with automated rodent and small-animal behavioral tracking.
Emerging players
- Realeyes: Realeyes applies webcam-based facial expression analysis for marketing and consumer insights via cloud SaaS, partially overlapping with FaceReader's emotion classification but focused on enterprise market research rather than academic labs.
Broad incumbents
- Smart Eye: Smart Eye (including Affectiva) provides eye tracking, driver monitoring, and emotion AI/demographic measurement, broader in scope but competitive with Noldus in eye tracking hardware and affect analytics for automotive, aviation, and research markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Noldus Information Technology social profiles
Digital presenceNoldus Information Technology compliance and trust
Trust signalCompliance5 records
Noldus Information Technology financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noldus Information Technology leadership team
Management profileNumber of profiles
Profiles1 record
Noldus Information Technology funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noldus Information Technology 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 Noldus Information Technology
What does Noldus Information Technology do?
Noldus Information Technology develops and sells integrated software and hardware systems for behavioral research across human and animal studies, including video-based observation, automated facial expression analysis, eye tracking, and behavioral coding platforms. Products are complemented by data acquisition hardware and supported with training, consultancy, and maintenance services delivered globally through direct sales and distributors.
Is Noldus Information Technology a public or private company?
Noldus Information Technology is a private company. It is classified as family owned and is currently operating.
When was Noldus Information Technology founded?
Noldus Information Technology was founded in 1989. It employs 101 to 250 people.
Where is Noldus Information Technology based?
Noldus Information Technology is headquartered in Wageningen, Netherlands, in the Europe region.
How does Noldus Information Technology make money?
Three revenue lines are on record. Software Licenses and Subscriptions are the primary driver. The others are hardware Sales and professional Services.
Who are Noldus Information Technology's main competitors?
Direct peers on record are TSE Systems, Med Associates Inc., iMotions, Stoelting Co., Biobserve, Clever Sys Inc., Lafayette Instrument and ANY-maze. Realeyes is listed as an emerging player. Smart Eye is listed as a broad incumbent.
Does Noldus Information Technology have an API?
No public API is recorded for Noldus Information Technology.
What industry is Noldus Information Technology in?
Noldus Information Technology's product category is Behavioral Research Software & Instruments. Its primary akta.pro industry code is HLACANAG, SaMD – Imaging & Signal Analysis (AI/ML), with a secondary code of HLAMAGAL, Remote Monitoring & Connected Pet Care (Wearables, IoT, Chronic Care Programs). Its NAICS code is 5417 and its SIC code is 8731.