Mad Elevator

What Mad Elevator does

MAD Elevator Inc. is a privately held Canadian manufacturer and digital-product vendor serving the North American elevator industry. Founded in 2004 as MAD Fixtures (originating from Mainline Industries Corp, established 1987) and rebranded in 2017, the company is headquartered in Mississauga, Ontario, with an 80,000 sq. ft. manufacturing facility, an Ottawa branch via the ECR Elevator Cab Renovations subsidiary (acquired 2019), and a U.S. manufacturing facility in Irving, Texas opened in February 2025 under the MAD Elevator Inc. USA entity.

The company operates three integrated product pillars. The hardware pillar spans elevator fixtures (1,300+ pushbutton combinations, COPs, hall stations, lanterns), cab interior fitment systems (A-Look, B-Look, C-Look), ceiling systems, the F1 Cab Shell, and the Sherman Touchless pushbutton, supported by in-house environmental, Steiner tunnel, and destructive testing. The digital pillar centers on the MosaicONE cloud platform, which manages digital signage, the IBC/A17.1-compliant Video & Messaging System (VMS), and connected-device monitoring, alongside the Insights performance-analytics layer built with Tsaro. The experience pillar covers the exclusive Touch-To-Go touchscreen technology (rights acquired 2009) and the patent-pending Contactless Access™ Bluetooth solution, complemented by MAD Apps (Configurator, Site Survey, Quick Quote).

MAD's revenue model is primarily one-time hardware sales supplemented by installation services (Dallas), MosaicONE subscription/recurring revenue, and an online parts store. Go-to-market is enterprise field sales with dedicated product specialists serving elevator contractors, consultants, building owners, and property managers across North America, with a quote-based pricing structure and contractor-specific pricing tiers. The company claims 100,000+ elevators equipped with MAD products and 260+ employees.

Name

Mad Elevator

Legal name

MAD Elevator Inc.

Website

https://madelevator.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

MAD Elevator is a Canadian manufacturer serving North American elevator contractors, consultants, and building owners with an integrated portfolio of elevator fixtures, cab interiors, and digital products (MosaicONE, Touch-To-Go, Contactless Access).

Ownership category

akta.pro rank

Product category

Elevator Fixtures and Components Manufacturing

NAICS

Elevator and Moving Stairway Manufacturing (333921)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Smart Elevators, Escalators & Vertical Transportation (HSAPAPAH)

akta.pro secondary industry

Elevator Modernization & Retrofit (Controllers, Drives, Door Systems) (BPABAIAE)

Keywords

• Elevator fixtures manufacturing
• Cab interior systems
• Elevator digital signage
• Elevator pushbuttons hardware
• Vertical transportation components

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Elevator Fixtures & Hardware: Sale of elevator fixtures including pushbuttons, car operating panels, hall stations, lanterns, and emergency communication systems. One-time hardware purchase model with replacement parts available through online store.
2. Cab Interiors: Sale of cab interior systems including A-Look, B-Look, and C-Look panel fitment systems, ceiling systems, handrails, and finishes. Custom fabrication services for special projects.
3. Digital Solutions (MosaicONE): Cloud-based platform for digital signage management, video messaging, and device monitoring. Includes software management and remote update capabilities.
4. Installation Services: Local installation services offered at Dallas facility location for cabs, shells, and interiors.
5. Online Parts Store: E-commerce platform for replacement parts including pushbuttons, audio/visual indicators, tactiles, key switches, and communication equipment. Separate contractor pricing available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MAD Elevator manufactures and supplies elevator fixtures, cab interiors, and digital elevator products for commercial, residential, healthcare, and government buildings across North America. The company produces pushbuttons, car operating panels, hall stations, lanterns, ceiling systems, handrails, and complete cab interior systems (A-Look, B-Look, C-Look panel fitment systems), along with proprietary digital solutions including the MosaicONE cloud platform, Touch-To-Go touchscreens, Video & Messaging System, and Contactless Access. It also runs an online parts store and offers custom fabrication, installation services, and Buy American products through its U.S. manufacturing facility in Dallas, Texas.

Product overview

MAD Elevator offers a comprehensive portfolio of elevator fixtures, cab interiors, and digital products. The core product lines include: (1) Fixtures and Pushbuttons - over 1,300 pushbutton combinations including the Sherman Touchless pushbutton; (2) Cab Interiors - featuring A-Look™, B-Look™, and C-Look™ Panel Fitment Systems with various ceiling options (Slim-Line, Side-Mount, Framed, Floating, Vaulted, Convertible), plus Shell products including the F1 Cab Shell for fast-track projects; (3) Digital Products - centered on the MosaicONE Platform which unifies Digital Signage, Video & Messaging System (VMS), and position indicators. Touch-To-Go Touchscreens provide modern visual interfaces while Contactless Access™ enables smartphone-based elevator control. Performance Monitoring through Insights provides data analytics. The ecosystem is complemented by MAD Apps (Configurator, Site Survey, Quick Quote) for mobile access and an Online Store for replacement parts. The company positions itself as North America's only one-stop shop for elevator cabs, fixtures, and digital products.

Differentiator

Problem solved

Functional benefit

Brands

• MosaicONE Platform: Cloud-based system for remotely managing networked MAD Elevator devices including digital signage and video messaging.
• Touch-To-Go
• Contactless Access
• F1 Cab Shell
• MAD Apps
• A-Look Panel Fitment System
• B-Look Panel Fitment System
• C-Look Panel Fitment System

Products and services

• MosaicONE Platform Cloud-based platform that enables remote monitoring and management of networked MAD Elevator devices including digital signage, video messaging, and position indicators. Provides centralized administration through a secure browser login with secure encrypted communications and battery backup.
• Touch-To-Go Touchscreens Touchscreen display system for elevators that replaces traditional pushbuttons, featuring 15" or 21" HD LED displays with 178° viewing angle, custom branding, rich media capabilities, and accessibility features including destination dispatch and fire service integration.
• Video & Messaging System (VMS) Code-compliant video and messaging system providing visual situation assessment for emergency situations and communication with passengers via text, audio, and video. Developed with IBC 2018 and A17.1/B44 2019 code compliance.
• Digital Signage Dynamic display system for elevators showing building updates, news, weather alerts, and custom content. Features time and weather displays, news/stocks/RSS feeds, pictures and video, and customizable themes with scheduling capabilities.
• Contactless Access Smartphone-based solution enabling hands-free operation of elevators and doors via Bluetooth. Patent-pending modules integrate into new installations or retrofit into existing elevators, with enhanced accessibility, geofencing for location-based branding, and no data collection.
• Pushbuttons Wide selection of elevator pushbuttons with over 1,300 combinations. Features vandal-resistant options, stainless steel or PVD brass materials, LED illumination in multiple colors, Braille tag options, and average lifetime of 1,500,000 activations.
• A-Look Panel Fitment System Horizontal panel orientation cab interior system with patented A-Look extrusion protecting panel edges and reversible panels for extended lifespan. Includes models such as Ashbury, Providence, Dundas, Victoria Park, Notting Hill, St. Mark's Square, Times Square, Fitzroy, and Avalon.
• B-Look Panel Fitment System Vertical panel fitment system featuring precision-engineered vertical panels with reveals running under panels by 1 inch trimmed in SS #4 anodized aluminum C trim. Includes models such as Celebration Square, Tranquillity Park, Franklin Square, Harvard Square, and Empire State Plaza.
• C-Look Panel Fitment System Vertical panel orientation cab interior system offering reversible panels for longer lifespan. Features patent-pending C-Look extrusion with black glass reinforced polycarbonate inlay. Includes models such as Rockefeller Plaza Express, St. Louis Square, Federation Square, Piazza Del Campo, and Plaza Mayor.
• Slim-Line Ceilings Sleek ceiling finish options including Alta, Alpine, Apex, and Aspen models. Features all-metal construction with no wood substrates, high-precision manufacturing, and grasp-proof edges with LED disk lights.
• Side-Mount Ceilings Side-mount convertible floating ceilings including Bristol and Blue Mountain models. Feature perforated SS#4 cladding and LED disk lights with side-mount convertible design.
• F1 Cab Shell Fast-track cab shell designed to accelerate project timelines from quote to installation. Part of the Shell product category focused on rapid project completion.
• Sherman Touchless Pushbutton Touchless pushbutton that allows germ-free elevator operation via proximity sensor. Combines electromechanical contact (activated by push) with proximity sensor technology. Average life of 1,500,000 activations with white LED illumination.
• Insights Performance Monitoring Online platform providing data analytics and real-time elevator usage statistics from existing MAD VMS communication equipment. Targeted at elevator consultants, contractors, and building managers with full building portfolio views and individual car breakdowns.
• MAD Configurator App Mobile app version of the Design Center for designing cab interiors and pushbutton combinations. Includes 1,300+ pushbutton combinations, 33,000+ hall station/lantern combinations, 230,000,000+ COP combinations, and 10,000+ cab interior designs.
• MAD Site Survey App Mobile app for streamlining site survey processes for elevator cabs and fixtures. Captures pictures and dimensions, submits surveys directly to the MAD team, and emails survey reports immediately after submission.
• MAD Quick Quote App Mobile app for quickly capturing minimum information to get base quotes for service or modernization projects. Users submit photos of existing elevators and basic details for pricing.
• Online Parts Store E-commerce platform for purchasing replacement parts including pushbuttons, audio/visual indicators, tactiles, key/toggle switches, and communication equipment. Features assembly lookup and parts search functionality with separate contractor pricing via account login.

Quantifiable outcome

• 100,000+ elevators equipped with MAD products
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• High Rise ElevatorminorStrategic or Co-development Partner · 1 January 2023Partnership to expand Contactless Access™ product distribution and integration with high-rise elevator systems.
• Vertical CityminorStrategic or Co-development Partner · 1 January 2022Strategic partnership for vertical transportation solutions, expanding MAD's presence in the elevator industry ecosystem.
• Vantage ElevationminorStrategic or Co-development Partner · 1 January 2020Strategic partnership for elevator cab and fixture solutions, combining Vantage's elevation expertise with MAD's product portfolio.
• Elevator Cab Renovations (ECR)coreStrategic or Co-development Partner · 1 January 2019Partnership to develop MosaicONE Video & Messaging System (VMS) solution. ECR provides cab renovation expertise integrated with MAD's video messaging technology for code-compliant emergency communication systems.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Hitachi Elevator: Hitachi Elevator is a global elevator OEM with growing North American activity and digital service capabilities. It competes for the same modernization and new-construction budgets as MAD's broader portfolio, particularly on digital elevator features.
• KONE: KONE is a global elevator OEM with a connected-services platform (KONE 24/7). It is a broad incumbent comparable on the digital/IoT elevator side, while also providing full elevator systems that compete for the same modernization and new-construction budgets MAD addresses via fixtures and interiors.
• Schindler Group: Schindler is a global elevator OEM with the Ahead digital platform. Comparable as a broad incumbent that increasingly bundles fixtures, IoT monitoring, and digital services into its offerings, competing with MAD's MosaicONE and Touch-To-Go from a much larger installed base.
• thyssenkrupp Elevator: thyssenkrupp Elevator (TK Elevator) is a major global elevator OEM with its own digital ecosystem. It overlaps with MAD on fixtures, cab interiors, and digital elevator features as part of a much broader portfolio aimed at the same building owner and modernization buyer.
• Otis Worldwide: Otis is the world's largest elevator OEM and operates its own digital service platform (Otis ONE). It is a broad incumbent competitor: it sells elevators with proprietary fixtures and competes with MAD on digital/connected elevator capabilities, although its core competency is full elevator systems rather than aftermarket fixtures.
• Mitsubishi Electric (Elevator/Escalator): Mitsubishi Electric is a global elevator and escalator OEM with a strong North American presence. It is a broad incumbent competitor on full elevator systems and increasingly on digital services, addressing the same end customers and consultants that specify MAD fixtures and interiors.

Direct peers

• Vantage Elevation: Vantage Elevation is a North American elevator cab and fixture specialist that operates as a strategic partner of MAD Elevator. It is directly comparable in product category (cabs and fixtures), customer type (contractors and modernization projects), and go-to-market model (field sales to elevator professionals).
• GAL Manufacturing: GAL Manufacturing is a long-established US-based manufacturer of elevator fixtures, cabs, and components. It is the closest direct competitor to MAD Elevator in terms of product scope (fixtures, pushbuttons, cab interiors) and customer base (elevator contractors and consultants in North America).
• Wurtec: Wurtec is a North American supplier of elevator installation tools, components, and fixtures serving the same elevator contractor ecosystem. Overlap with MAD is strongest on fixtures and component categories where both firms compete for specification on modernization and new-build projects.

Others

• ECR Elevator Cab Renovations: ECR Elevator Cab Renovations is a wholly owned MAD Elevator subsidiary focused on elevator cab renovation and interior fabrication. It is included as a portfolio adjacency rather than a competitor, given its parent relationship, but operates in the same cab-interior market MAD serves directly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/MADElevator
• Facebookfacebook.com/MADElevatorInc
• LinkedInlinkedin.com/company/madelevator
• Xx.com/MADElevatorCarl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Mad Elevator