NewFoundry
NewFoundry is an Ann Arbor-based custom software development firm, acquired by Symphonize in August 2023, that builds enterprise mobile, web, cloud, and embedded applications and sells the Smithy visual product configurator SaaS platform to manufacturers and healthcare clients.
- Company typePrivate
- Founded2012
- HeadquartersAnn Arbor, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What NewFoundry does
NewFoundry (legal entity New Foundry Labs, LLC) is a custom software development firm founded in 2012 and headquartered in Ann Arbor, Michigan, that designs, engineers, and ships digital products for enterprise clients across automotive, healthcare, financial services, manufacturing, and government. The firm operates through a "Frame & Forge" methodology that integrates strategy, UX/UI design, and engineering, producing mobile applications, cloud platforms, web applications, embedded systems, and human-machine interfaces. Its services revenue is generated through fixed-price and time-and-materials project engagements, with average client partnerships measured in years.
The firm's flagship proprietary product is the Smithy Configurator Commerce Platform, a SaaS-based visual product configuration solution with a built-in rules engine, real-time dynamic pricing, 2D/3D rendering, AR/VR support, and integrations with Salesforce, ERP/CRM, ecommerce platforms, and analytics tools (Google Analytics, Adobe Omniture). Smithy is deployed across web, mobile, showroom kiosk, and dealer channels and is offered on a quote-based monthly subscription that bundles consulting services. Two sub-brands extend the platform: Brightsmith for product configurator commerce and Kestrel Medical for HIPAA-compliant healthcare applications. Documented client outcomes include 1000%+ ROI on Smithy deployments, a 3x lead increase within two months (Sea Ray), and a 66% YoY traffic increase two-plus years post-launch with a 15% conversion rate (Club Car Onward). NewFoundry holds AWS Advanced Technology Partner status and certifications from AWS at the leadership level.
In August 2023, NewFoundry was acquired by Symphonize, a software services provider headquartered in Roseville, CA with delivery capacity in the US and India. NewFoundry continues to serve clients under the unified Symphonize brand, with expanded service offerings spanning strategic consulting, discovery, design, implementation, and operational support.
NewFoundry firmographics
Firmographics- Name
- NewFoundry
- Legal name
- New Foundry Labs, LLC.
- Website
- https://thenewfoundry.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- NewFoundry is an Ann Arbor-based custom software development firm, acquired by Symphonize in August 2023, that builds enterprise mobile, web, cloud, and embedded applications and sells the Smithy visual product configurator SaaS platform to manufacturers and healthcare clients.
- Ownership category
- akta.pro rank
NewFoundry industry classification
Industry- Product category
- Custom Software Development Services
- NAICS
- Custom Computer Programming Services (541511), Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- UI/UX Engineering & Front-End Modernization (BPAEAFAH)
- akta.pro secondary industry
- Enterprise Application UX, Portals & Low-Code Extensions (BPAEAGAM)
Keywords
Where NewFoundry is headquartered
LocationHeadquarters
- HQ city
- Ann Arbor
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NewFoundry business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Custom Software Development Services: Project-based professional services delivering custom software solutions including strategy, UX/UI design, web/mobile application development, cloud platforms, and embedded systems. Revenue is generated through fixed-price projects and time-and-materials engagements. Average client partnerships are measured in years, indicating recurring project-based revenue.
- Smithy SaaS Platform: Smithy is a fully-managed, SaaS-based product configurator commerce platform. Revenue is generated through monthly platform subscriptions that include consulting services. Pricing is quote-based and tailored to client needs, with deployment across web, mobile, and kiosk channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Smithy SaaS Platform - Quote-based subscription |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
NewFoundry product offering
Product offeringCore offering
NewFoundry is an idea manufacturing firm that designs and engineers custom software solutions — including mobile applications, web platforms, cloud infrastructure, embedded systems, and UX/UI design — for enterprise clients using its integrated "Frame & Forge" methodology. Its proprietary product is the Smithy Configurator Commerce Platform, a SaaS-based visual product configuration engine enabling real-time product customization with a rules engine, dynamic pricing, photo-realistic/AR/VR rendering, and native Salesforce, ERP, DAM, and ecommerce integrations deployed across web, mobile, and kiosk channels.
Product overview
NewFoundry operates as a custom software development firm that was acquired by Symphonize in August 2023, now offering an integrated suite of services spanning strategic consulting, discovery, design, implementation, and operational support. The company's core proprietary product is the Smithy Configurator Commerce Platform—a visual product configuration solution that enables real-time product customization with dynamic pricing, rules-based configuration logic, and omnichannel delivery across web, mobile, and kiosk touchpoints. Smithy integrates with Salesforce CRM, ERP systems, and ecommerce platforms to automate sales workflows and generate high-quality leads, with documented ROI exceeding 1000%. Supporting sub-brands include Brightsmith (product configurator commerce) and Kestrel Medical (HIPAA-compliant healthcare applications). The company serves diverse sectors including automotive (Club Car, Sea Ray, Roush Performance, Toyota, Mitsubishi Electric), healthcare (Michigan Medicine), financial services (Huntington Bank), and enterprise software, delivering solutions ranging from vehicle configurators and medical applications to ecommerce platforms and brand identity systems.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Software Development Services Full-service custom software development for enterprise clients covering strategy, UX/UI design, web and mobile application engineering, cloud platforms, embedded solutions, and human-machine interface design using the Frame & Forge methodology; sold via fixed-price and time-and-materials project engagements.
- Smithy Configurator Commerce Platform Proprietary SaaS visual product configuration platform enabling buyers to customize products in real-time with photo-realistic 2D/3D/AR/VR rendering, a built-in rules engine, real-time dynamic pricing, native Salesforce/ERP/DAM/ecommerce integrations, and deployment across web, mobile, kiosk, and dealer channels; sold as a quote-based monthly subscription bundling consulting services.
- Brightsmith Configurator Commerce Sub-brand of the Smithy platform providing product configurator commerce capabilities packaged for manufacturers seeking visual product customization and CPQ workflows.
- Kestrel Medical Platform HIPAA-compliant mobile and web application platform for healthcare research and patient care, supporting clinical studies such as Pain Pilot (opioid research) and MAIN (alcohol addiction treatment) with secure backend data storage on AWS.
Quantifiable outcome
- 1000%+ ROI on Smithy/Smithy-powered configurator deployments
- +7 more outcomes
Companies that use NewFoundry
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
NewFoundry technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
NewFoundry partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- SymphonizecoreStrategic acquisition completed August 2023. NewFoundry acquired by Symphonize, enabling continued client service with expanded service offerings including strategic consulting, discovery, design, implementation, and operational support. Expanded global presence with offices across US and India.
- University of Michigan School of InformationminorCollaboration with UMSI students on user research as part of the Catholic Social Services of Washtenaw County Ahead of the Curve project. Students conducted user research as part of their coursework contributing to the caregiver resources web application.
- Michigan Health Endowment FundminorFunder supporting the Ahead of the Curve Washtenaw initiative by Catholic Social Services of Washtenaw County. NewFoundry developed the technology solutions for this caregiver support program.
- Public Sector ConsultantsminorEngaged by Public Sector Consultants to develop naming and visual identity for Michigan Department of Education portal project (Catamaran).
- Red Cedar Solutions Group (RCSG)minorDevelopment partner for Michigan Department of Education portal. NewFoundry designed UX/UI standards protocol for RCSG to implement across MDE software products.
- NEW - Nonprofit Enterprise at WorkminorPartnership for Trellis senior care technology concept - finalist in Vital Seniors Community Innovation Competition.
- Renesas Electronics AmericacoreStrategic partnership for automotive technology innovation. NewFoundry developed Skyline brand identity, Ovasys cloud-based development ecosystem, and multiple applications showcasing Renesas silicon technology including ADAS, infotainment, and V2X communication. Partnership active since 2013 with ongoing collaboration.
- Ovasys (Renesas Ecosystem)coreCloud-based go-to-market ecosystem for Renesas automotive technology partners. NewFoundry built the platform as strategic development partner, enabling embedded software engineers to join the ecosystem and become integrated partners.
- Symphony TelecacorePartnership for connected car solution framing for OEMs. Symphony Teleca and NewFoundry collaborated on Movimento's 'connected car' over-the-air automobile software updating platform for automotive OEMs.
- SalesforcecoreCRM integration partner for Smithy configurator platform. Both Club Car configurator and commercial configurator integrate with Salesforce for lead qualification, tracking, and analytics workflows.
- AWS (Amazon Web Services)coreCloud infrastructure partner and APN Advanced Technology Partner. Smithy platform hosted on AWS with dynamic scaling. Applications including Michigan Medicine apps use AWS infrastructure with state-of-the-art security controls.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
NewFoundry competitors and assessment
Company assessmentEmerging players
- Cylindo: Cylindo provides 3D product visualization and AR for furniture and appliance brands, an adjacent product-configurator play targeting manufacturers in specific verticals overlapping with Smithy.
Direct peers
- Threekit: Threekit provides a 3D/AR product visualization and configuration SaaS platform that competes most directly with NewFoundry's Smithy Configurator Commerce. Both sell visual product configuration to manufacturers for web and AR, with Threekit focused on a wider enterprise footprint.
- Marxent (VisualCommerce): Marxent offers 3D product visualization and configuration for retailers and manufacturers with photo-real imagery and AR, mirroring Smithy's visual-configurator value proposition and target buyer (B2C/B2B product manufacturers).
- Bold Commerce: Bold Commerce provides ecommerce configurator and checkout tooling tailored to complex product configurations, directly comparable to NewFoundry's Smithy platform and target B2B/B2C manufacturers selling customizable SKUs.
- Atlatl Software: Atlatl delivers 3D product configurators and sales enablement tools for manufacturers seeking visual configure-price-quote experiences; comparable customer base and use case to Smithy.
- Configura: Configura offers space-planning and product configuration software (CET/Extension) used in office furniture and adjacent verticals; directly comparable configurator platform with manufacturer customers.
- Configure One (Kallo): Configure One / Kallo delivers CPQ and product configuration software to manufacturers, overlapping with Smithy in CPQ workflows and target verticals such as industrial and consumer goods.
- Experlogix: Experlogix provides CPQ solutions integrated with Microsoft Dynamics, Salesforce, and SAP - matching Smithy's CRM/ERP-integrated configurator strategy and enterprise target customers.
Broad incumbents
- Salesforce CPQ (Salesforce Industries): Salesforce CPQ is a broad enterprise CPQ incumbent sold with the core Salesforce CRM platform; Smithy integrates with Salesforce today but also competes against it for the configure-price-quote budget.
- Conga (Apttus) CPQ: Conga (formerly Apttus) provides enterprise CPQ and revenue lifecycle solutions on Salesforce, representing an incumbent alternative to Smithy for large manufacturer and B2B deployments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NewFoundry social profiles
Digital presenceNewFoundry compliance and trust
Trust signalCompliance5 records
NewFoundry financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewFoundry leadership team
Management profileNumber of profiles
Profiles6 records
NewFoundry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewFoundry M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewFoundry
What does NewFoundry do?
NewFoundry is an idea manufacturing firm that designs and engineers custom software solutions — including mobile applications, web platforms, cloud infrastructure, embedded systems, and UX/UI design — for enterprise clients using its integrated "Frame & Forge" methodology. Its proprietary product is the Smithy Configurator Commerce Platform, a SaaS-based visual product configuration engine enabling real-time product customization with a rules engine, dynamic pricing, photo-realistic/AR/VR rendering, and native Salesforce, ERP, DAM, and ecommerce integrations deployed across web, mobile, and kiosk channels.
Is NewFoundry a public or private company?
NewFoundry is a private company. It is classified as corporate owned and is currently acquired.
When was NewFoundry founded?
NewFoundry was founded in 2012. It employs 11 to 50 people.
Where is NewFoundry based?
NewFoundry is headquartered in Ann Arbor, United States, in the North America region.
How does NewFoundry make money?
Two revenue lines are on record. Custom Software Development Services are the primary driver. The others are smithy SaaS Platform.
Who are NewFoundry's main competitors?
Cylindo is listed as an emerging player. Direct peers are Threekit, Marxent (VisualCommerce), Bold Commerce, Atlatl Software, Configura, Configure One (Kallo) and Experlogix. Broad incumbents are Salesforce CPQ (Salesforce Industries) and Conga (Apttus) CPQ.
Does NewFoundry have an API?
No public API is recorded for NewFoundry.
What industry is NewFoundry in?
NewFoundry's product category is Custom Software Development Services. Its primary akta.pro industry code is BPAEAFAH, UI/UX Engineering & Front-End Modernization, with a secondary code of BPAEAGAM, Enterprise Application UX, Portals & Low-Code Extensions. Its NAICS code is 541511 and its SIC code is 7370.