SonaSafe
SonaSafe provides proximity awareness systems combining sonar, ultra-wideband, and radio frequency technologies for industrial sites in New Zealand and Australia, serving enterprise customers in warehousing, ports, rail, and heavy industry with real-time collision avoidance and cloud analytics.
- Company typePrivate
- Founded2012
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SonaSafe does
SonaSafe 20/20 Limited (trading as SonaSafe) is an Auckland-based industrial safety technology company founded in 2012 and acquired by Greg and Leighton Haliday in 2019. It designs, manufactures, and operates proximity awareness systems that detect and alert when workers, pedestrians, and mobile plant breach configurable exclusion zones in high-risk industrial environments. The company serves enterprise customers across warehousing and distribution, ports and container handling, heavy industry (including steel), rail and transport, mining and forestry, and public infrastructure in New Zealand and Australia, with named reference accounts including KiwiRail (deployed across 11 container terminals), Mainstream, NZ Steel, Woolworths, and NorthPort.
The core technology stack combines proprietary sonar, ultra-wideband radio frequency, and audio/visual warning systems to enable detection through blind spots without relying on line of sight. The SonaSafe Platform supports dynamic exclusion zones (warning zones configurable from 3m to 40m; stop zones from 1m to 23m) that adapt by vehicle location, direction, speed, and operating mode, plus vehicle-on-vehicle detection, GPS geofencing, safe zones, speed control, and integration with third-party AI camera systems through a proprietary I/O Module. All events feed a cloud-based dashboard providing geo-tagged incident data, heatmaps, and trend reporting, with 24/7 remote device health monitoring. In 2025 the company extended the platform with SonaSafe Lite+, a forklift-specific variant installable in hours and positioned at an accessible price point.
Revenue is generated through four streams: (1) hardware sales of vehicle-mounted sensors and Personal Detection Units; (2) professional installation, configuration, and training services; (3) tiered recurring subscription monitoring services (Reactive $400/month, Collaborative $800/month, Proactive $1,200/month); and (4) managed support and remote diagnostics. The company operates a direct enterprise field-sales motion with co-design site assessments, targeting multi-site operators with 50+ units; marketing relies on case studies, content, and direct outreach rather than resellers. Headcount sits at 11–50, with more than 3,500 devices monitored 24/7 under the current operating base.
SonaSafe firmographics
Firmographics- Name
- SonaSafe
- Legal name
- SonaSafe 20/20 Limited
- Website
- https://sonasafe.co.nz
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SonaSafe provides proximity awareness systems combining sonar, ultra-wideband, and radio frequency technologies for industrial sites in New Zealand and Australia, serving enterprise customers in warehousing, ports, rail, and heavy industry with real-time collision avoidance and cloud analytics.
- Ownership category
- akta.pro rank
SonaSafe industry classification
Industry- Product category
- Industrial Safety Systems
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Other Measuring and Controlling Device Manufacturing (334519)
- SIC
- Search, Detection, Navagation, Guidance, Aeronautical Sys (3812), Measuring & Controlling Devices, Nec (3829)
- akta.pro primary industry
- Active Safety Sensing Hardware Manufacturing (Radar/LiDAR/Cameras/Ultrasonic) (IMACAMAF)
- akta.pro secondary industries
- Video Telematics, ADAS & AI Dashcams (TLAEAFAG), Audible-Visual Alarms & Notification Devices (Sounders, horns, siren/strobe combos for industrial use) (IMAGAIAF)
Keywords
Where SonaSafe is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
SonaSafe business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Products: Sale of proximity detection hardware including sensors, Personal Detection Units (PDUs), and system components. The SonaSafe System is fitted to customer's vehicles and equipment. Hardware is sold with title passing to customer on payment per terms and conditions.
- Monitoring Services (SaaS): Recurring subscription fees for monitoring services with three tiers: Reactive ($400/month), Collaborative ($800/month), and Proactive ($1,200/month). Includes cloud dashboard access, device monitoring, and support services.
- Installation Services: Professional installation services provided by SonaSafe's own team. Site access, installation, training, and configuration services are charged separately and are non-refundable per terms.
- Support Services: Support monitoring services including Reactive (basic), Collaborative (advanced), and Proactive (enterprise) tiers. Provides remote diagnostics, onsite repairs, and configuration updates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential monitoring and reporting for single-site operations |
| Subscription | Monthly | Advanced support and integrations for multi-site operations |
| Subscription | Monthly | Proactive management for large multi-site operations (50+ units) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
SonaSafe product offering
Product offeringCore offering
SonaSafe provides proximity awareness hardware and systems fitted to vehicles and equipment in industrial environments. The system combines sonar, radio frequency, ultra-wideband, and audio/visual warning technologies to detect when pedestrians or vehicles breach dynamic exclusion zones, alerting both drivers and pedestrians in real time. The offering includes a cloud-based dashboard with analytics, 24/7 device monitoring, and tiered support services.
Product overview
SonaSafe offers a unified platform architecture consisting of the core SonaSafe Platform and the specialized SonaSafe Lite+ product. The core platform provides fully integrated end-to-end proximity awareness combining real-time incident alerts with analytics and staff engagement tools that drive behavioural change. SonaSafe Lite+ is the next-generation forklift-specific solution designed for rapid installation and affordability. Both products share the same cloud-based dashboard, remote device monitoring, and configurable dynamic exclusion zone capabilities. Industry-specific solutions (Warehousing & Distribution, Heavy Industry, Ports & Container Handling) represent configured deployments of the core platform tailored to specific operational environments with relevant add-on features such as Gantry Cranes, Spreader Crane Systems, Straddle Sounder Systems, and GPS Geofencing. The product ecosystem supports over 3,500 devices monitored 24/7.
Differentiator
Problem solved
Functional benefit
Products and services
- SonaSafe Platform
Quantifiable outcome
- 80% reduction in near miss incidents
- +4 more outcomes
Companies that use SonaSafe
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
SonaSafe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability7 records
Feature11 records
SonaSafe partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights5 records
SonaSafe competitors and assessment
Company assessmentDirect peers
- ZoneSafe: UK-based proximity warning specialist using RFID/UWB technology to detect pedestrians around industrial vehicles and forklifts. The most direct functional peer to SonaSafe, serving the same warehousing, port, and heavy-industry safety use case with comparable wearable tags and exclusion-zone architecture.
- Brigade Electronics: UK vehicle safety systems manufacturer offering proximity sensors, reversing alarms, and camera-based detection for commercial vehicles and industrial machinery. Directly comparable to SonaSafe in serving forklift, port, and heavy-equipment operators with pedestrian-detection hardware and audible-visual alerts.
- Strata Worldwide: Specializes in proximity detection and collision-avoidance systems for mining and heavy industrial environments using electromagnetic and RFID technologies. Highly comparable to SonaSafe's mining/forestry/heavy machinery segment and vehicle-to-pedestrian alerting model.
- SICK AG: German industrial sensor manufacturer with a portfolio of LiDAR, ultrasonic (sonar), and safety scanners used for proximity detection around automated guided vehicles and machinery. Directly comparable to SonaSafe's underlying sensing stack and serves overlapping industrial automation customers.
- Banner Engineering: US manufacturer of industrial sensors including ultrasonic distance sensors and safety devices used in material handling and factory automation. Comparable to SonaSafe at the sensing-component layer and overlaps in warehousing and manufacturing safety applications.
Broad incumbents
- Samsara: Public fleet telematics and connected operations platform with AI dashcams, vehicle gateways, and asset tracking. A much larger, broader incumbent that overlaps with SonaSafe's fleet safety and connected-vehicle IoT positioning, though not specialized in pedestrian-proximity exclusion zones for industrial sites.
- Lytx: Video telematics and fleet safety provider using machine vision to detect risky driving behaviors and collisions. Comparable as a broad-incumbent player in commercial-vehicle safety that competes for the same customer safety budgets as SonaSafe, with stronger AI-camera presence but weaker industrial proximity exclusion zones.
- Motive (formerly KeepTruckin): AI-powered fleet management and safety platform with dashcams, vehicle telematics, and equipment monitoring. Broad incumbent competing for fleet and workplace safety spend that overlaps SonaSafe's video-telematics and connected vehicle categories.
- Hexagon (Safety, Infrastructure & Geospatial division): Global industrial technology company with sensor and safety solutions across mining, manufacturing, and autonomous mobility. Comparable as a broad incumbent with overlapping positioning in proximity detection for heavy industry and ports, though sold as part of a much wider portfolio.
Emerging players
- Powerfleet: IoT and telematics provider with industrial vehicle and material-handling safety solutions including pedestrian detection for warehouses and ports. Comparable emerging player with overlapping warehouse/industrial safety product overlap though broader focus on fleet and asset tracking.
Market position
Strengths5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
SonaSafe social profiles
Digital presenceSonaSafe financial estimates
Financial estimateRevenue estimate
Valuation estimate
SonaSafe leadership team
Management profileNumber of profiles
Profiles7 records
SonaSafe funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SonaSafe 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 SonaSafe
What does SonaSafe do?
SonaSafe provides proximity awareness hardware and systems fitted to vehicles and equipment in industrial environments. The system combines sonar, radio frequency, ultra-wideband, and audio/visual warning technologies to detect when pedestrians or vehicles breach dynamic exclusion zones, alerting both drivers and pedestrians in real time. The offering includes a cloud-based dashboard with analytics, 24/7 device monitoring, and tiered support services.
Is SonaSafe a public or private company?
SonaSafe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SonaSafe founded?
SonaSafe was founded in 2012. It employs 11 to 50 people.
Where is SonaSafe based?
SonaSafe is headquartered in Auckland, New Zealand, in the Oceania region.
How does SonaSafe make money?
Four revenue lines are on record. Hardware Products are the primary driver. The others are monitoring Services (SaaS), installation Services and support Services.
Who are SonaSafe's main competitors?
Direct peers on record are ZoneSafe, Brigade Electronics, Strata Worldwide, SICK AG and Banner Engineering. Broad incumbents are Samsara, Lytx, Motive (formerly KeepTruckin) and Hexagon (Safety, Infrastructure & Geospatial division). Powerfleet is listed as an emerging player.
Does SonaSafe have an API?
Yes. SonaSafe provides API connectivity for integrations across platforms and enterprise tools. The API enables data access and custom solutions for enterprise customers, with advanced security controls available on the Proactive pricing tier. Specific API type (REST, GraphQL, etc.), authentication method, rate limits, and versioning details are not publicly documented.
What industry is SonaSafe in?
SonaSafe's product category is Industrial Safety Systems. Its primary akta.pro industry code is IMACAMAF, Active Safety Sensing Hardware Manufacturing (Radar/LiDAR/Cameras/Ultrasonic), with a secondary code of TLAEAFAG, Video Telematics, ADAS & AI Dashcams. Its NAICS code is 33451 and its SIC code is 3812.