Veeder Root
Veeder-Root, a Vontier subsidiary, provides automatic tank gauging, Red Jacket submersible pumps, leak detection, and fuel conditioning systems for retail fuel operators, convenience stores, fleet fuelers, bulk fuelers, and aviation fueling sites globally.
- Company typePrivate
- Founded1866
- HeadquartersSimsbury, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Veeder Root does
Veeder-Root, a subsidiary of Vontier and part of the Gilbarco Veeder-Root portfolio, designs and manufactures automatic tank gauging (ATG), submersible turbine pumping, leak detection, and fuel conditioning systems for retail fuel sites, convenience stores, fleet fuelers, bulk fuel distributors, and aviation fueling operations. Its flagship platform, the TLS-450PLUS Automatic Tank Gauge, functions as the central node of a fuel site ecosystem, integrating Business Inventory Reconciliation (BIR), Intelligent Pump Control (IPC), In-Station Diagnostics, leak detection (MLLD and DPLLD), Biofuel Blending, and HydrX Fuel Conditioning on a single console. Red Jacket submersible turbine pumps (4HP, Maxxum, Manifolded, Red Armor corrosion-resistant, and CoreDEF DEF-handling models) pair with the IQ2 Smart Controller for demand-based pump optimization, while magnetostrictive probes and Mag Sump Sensors provide hydrocarbon and water detection in sumps and dispenser pans.
The company's revenue model is anchored by one-time capital equipment sales of ATGs, STPs, probes, sensors, and fuel conditioning hardware, supplemented by emerging subscription revenue from cloud-based platforms (The Hub unified dashboard, Veeder-Root Device Management, THE PLUS VIEW mobile app, and the ATG Data API), professional services revenue from certified technician training, and equipment financing fees routed through a Patriot Capital partnership offering 24-month terms for TLS-450PLUS buyers. Go-to-market is executed primarily through a global authorized distributor network with regional websites covering North America, Latin America, Europe, Nordic, Middle East and Africa, Brazil, India, China, Southeast Asia, and Australia, augmented by direct enterprise engagement for large multi-site operators and event-driven demand generation at industry shows such as NACS. Pricing is quote-based and not publicly disclosed, with volume discounts referenced for multi-unit purchases. The 2014 acquisition of FuelQuest extended the company's reach into fuel supply chain and bulk fuel operations, reinforcing a vertical strategy that bundles hardware, software, services, and financing into a single integrated offering for compliance-driven fuel site operators.
Veeder Root firmographics
Firmographics- Name
- Veeder Root
- Legal name
- The Veeder-Root Company
- Website
- https://veeder.com
- Company type
- Private
- Founded year
- 1866
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Veeder-Root, a Vontier subsidiary, provides automatic tank gauging, Red Jacket submersible pumps, leak detection, and fuel conditioning systems for retail fuel operators, convenience stores, fleet fuelers, bulk fuelers, and aviation fueling sites globally.
- Ownership category
- akta.pro rank
Where Veeder Root is headquartered
LocationHeadquarters
- HQ city
- Simsbury
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Veeder Root business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales - Automatic Tank Gauges: Sale of ATG systems including TLS-450PLUS, TLS4, and related monitoring equipment. One-time capital equipment purchase with long replacement cycles.
- Hardware Sales - Submersible Turbine Pumps: Sale of Red Jacket STP products including 4HP, Maxxum, Red Armor, and AG models. One-time capital equipment purchase.
- Hardware Sales - Sensors and Probes: Sale of leak detection sensors, probes, float kits, and tank monitoring accessories.
- HydrX Fuel Conditioning Systems: Sale of fuel conditioning equipment for corrosion prevention in diesel tanks. Includes HydrX 250D (2.5-gallon capacity) and HydrX 500D (5.0-gallon capacity) models.
- Business Inventory Reconciliation Software: Software enhancement for TLS-450PLUS providing inventory tracking and reconciliation. Available as factory-installed or upgrade kits.
- Device Management Cloud Platform: Cloud-based remote monitoring and device management platform (The Hub) for unified ATG network management.
- Certified Technician Training: Fee-based training programs for ATG certified technicians on product installation and service, including HydrX certification courses.
- Financing Services: Equipment financing through Patriot Capital partner offering 24-month term rates for TLS-450PLUS purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One-time purchase | TLS-450PLUS ATG - Base System |
| One time/ perpetual license | Multi-year contract | TLS-450PLUS with Special Financing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Veeder Root product offering
Product offeringCore offering
Veeder-Root manufactures and supplies fuel management and environmental monitoring equipment for petroleum retail, commercial, and industrial sites. Its core product lines include automatic tank gauges (ATG) for inventory and leak detection, submersible turbine pumps for fuel dispensing, fuel conditioning systems, biofuel blending systems, and mechanical/electronic meter registers.
Product overview
Veeder-Root provides an integrated fuel management ecosystem centered on the TLS-450PLUS Automatic Tank Gauge, the company's flagship platform for retail fueling operations. The portfolio encompasses Red Jacket submersible turbine pumps (including 4HP, 5HP Maxxum, Manifolded, Red Armor corrosion-resistant, and CoreDEF models), the HydrX Fuel Conditioning System for continuous water removal and corrosion prevention, Biofuel Blending System for on-site biodiesel production, and electronic/mechanical meter registers for bulk fueling operations. These hardware products are unified through TLS-450PLUS software features including Business Inventory Reconciliation (BIR) for automated inventory tracking, Intelligent Pump Control (IPC) for STP optimization, leak detection capabilities (MLLD and DPLLD), and In-Station Diagnostics. Cloud-based management is enabled through the Veeder-Root Device Management application, The Hub unified dashboard, and THE PLUS VIEW mobile app, providing remote monitoring and control across multi-site networks. The Red Jacket IQ2 Smart Controller bridges STPs to the ATG ecosystem with daisy-chain connectivity supporting all motor sizes. Additional sensors (mag sump sensors, probes, float kits) and additive injection systems round out the solution set for comprehensive fuel site management.
Differentiator
Problem solved
Functional benefit
Products and services
- TLS-450PLUS Automatic Tank Gauge
- TLS4 Automatic Tank Gauge
- TLS4B Automatic Tank Gauge
- Red Jacket Submersible Turbine Pumps
- HydrX Fuel Conditioning System
- Biofuel Blending System
- Meter Registers
Quantifiable outcome
- No emergency diesel maintenance needed at Cumberland Farms site over 4 years with HydrX installed
- +5 more outcomes
Companies that use Veeder Root
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles2 records
Veeder Root technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature12 records
Veeder Root partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- GVR Hub (The Hub)coreUnified remote management platform for Gilbarco Veeder-Root, Invenco by GVR, and Veeder-Root products. The Hub cloud application provides consolidated ATG network view with inventory, alarms, diagnostics, remote upgrades, and actionable insights.
- VontiercoreVontier is the parent company of Veeder-Root. Veeder-Root operates under the Vontier corporate umbrella alongside other mobility and fueling technology brands including Gilbarco Veeder-Root and Invenco by GVR. The company logo includes 'Powered by Vontier' branding as part of unified corporate positioning.
- Patriot CapitalcoreEquipment financing partner offering exclusive low-rate financing for TLS-450PLUS ATG purchases. Patriot Capital hosted happy hours in Veeder-Root's booth at NACS Show. The partnership enables customers to access equipment with 24-month term financing options.
Scale indicators2 records
Recent moves6 records
Veeder Root competitors and assessment
Company assessmentDirect peers
- Bennett Pump Company: Manufacturer of fuel dispensers and pumps for retail and commercial fueling, competing in the same forecourt equipment category as the Vontier ecosystem.
- OPW (Dover Fueling Solutions): Competing supplier of fuel site hardware including ATGs, leak detection sensors, nozzles, and underground storage tank equipment. Targets the same retail and fleet fuel customer base as Veeder-Root.
- Wayne Fueling Systems (Dover): Direct competitor in retail fuel dispensers and integrated forecourt technology. Overlaps with the Vontier/Gilbarco ecosystem on the dispenser side, creating a comprehensive alternative to a Veeder-Root-equipped site.
- Franklin Fueling Systems: Direct competitor in automatic tank gauging, leak detection, and fuel management systems for retail and commercial fueling sites. Competes head-to-head with TLS-450PLUS and related Veeder-Root ATG product lines.
- Franklin Electric (FE Petro): Direct competitor in submersible turbine pumps for fuel sites, including MagShell fixed speed and MagVFC variable speed STPs that are explicitly compatible with Veeder-Root's HydrX system.
Emerging players
- Piusi: European-based supplier of fuel management, transfer pumps, and dispensing equipment for retail, fleet, and agricultural markets. Competes in adjacent segments, particularly fleet fueling and bulk fuel transfer.
- Fill-Rite (Fill-Rite Company): Manufacturer of fuel transfer pumps, meters, and fluid management equipment. Overlaps with Veeder-Root's EMR4 electronic meter registers and bulk fueler solutions.
Others
- Tuthill Corporation: Industrial pump and blower manufacturer with overlapping fluid handling capabilities. Relevant as a potential adjacent competitor or technology supplier for fuel-site pumping applications.
Broad incumbents
- Gilbarco Veeder-Root: Sister brand under Vontier, supplying fuel dispensers and integrated forecourt solutions. While overlapping operationally through 'The Hub', it competes with third-party dispenser suppliers at Veeder-Root-equipped sites and represents the broader parent portfolio.
- Invenco by GVR: Sister Vontier brand focused on payment systems and outdoor payment terminals for retail fuel. Bundled with Veeder-Root ATGs through 'The Hub' unified dashboard, making it both a partner and adjacent competitor in site-level technology.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Veeder Root social profiles
Digital presenceVeeder Root financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veeder Root leadership team
Management profileNumber of profiles
Veeder Root funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veeder Root M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veeder Root
What does Veeder Root do?
Veeder-Root manufactures and supplies fuel management and environmental monitoring equipment for petroleum retail, commercial, and industrial sites. Its core product lines include automatic tank gauges (ATG) for inventory and leak detection, submersible turbine pumps for fuel dispensing, fuel conditioning systems, biofuel blending systems, and mechanical/electronic meter registers.
Is Veeder Root a public or private company?
Veeder Root is a private company. It is classified as corporate owned and is currently operating.
When was Veeder Root founded?
Veeder Root was founded in 1866. It employs 251 to 500 people.
Where is Veeder Root based?
Veeder Root is headquartered in Simsbury, United States, in the North America region.
How does Veeder Root make money?
Eight revenue lines are on record. Hardware Sales - Automatic Tank Gauges are the primary driver. The others are hardware Sales - Submersible Turbine Pumps, hardware Sales - Sensors and Probes, hydrX Fuel Conditioning Systems, business Inventory Reconciliation Software, device Management Cloud Platform, certified Technician Training and financing Services.
Who are Veeder Root's main competitors?
Direct peers on record are Bennett Pump Company, OPW (Dover Fueling Solutions), Wayne Fueling Systems (Dover), Franklin Fueling Systems and Franklin Electric (FE Petro). Emerging players are Piusi and Fill-Rite (Fill-Rite Company). Tuthill Corporation is listed as an others. Broad incumbents are Gilbarco Veeder-Root and Invenco by GVR.
Does Veeder Root have an API?
Yes. The ATG Data API enables remote management capabilities for retailers, providing real-time visibility and control over TLS-450PLUS Automatic Tank Gauges. The API allows integration with cloud-based device management platforms for automation and remote monitoring of fueling operations.