UReason

What UReason does

UReason is a Netherlands-headquartered (Rotterdam) industrial software company founded in 2002 that develops APM Studio, a low-code platform purpose-built for Asset Performance Management (APM) in process industries. APM Studio combines real-time data ingestion, machine learning, proprietary Bowtie cause-consequence risk models, FMECA-linked probabilistic modeling, and semantic asset modeling (Classes and Objects) in a single environment. The platform supports deployment on embedded devices (ARM32/ARM64), edge/PLC controllers, on-premise servers, and major clouds (AWS, Azure, DigitalOcean, Kubernetes) from a single codebase, with security compliant to ISO 27001, NIST, and IEC 62443.

UReason serves two primary customer segments. Industrial Companies (asset owners in chemicals, water, district heating, energy, maritime) use APM Studio and pre-built applications — the Control Valve App, Asset Insights, and Pump Health Monitoring App — for predictive maintenance, alarm management, and Remaining Useful Life calculations. Machine Builders and OEMs (FOCUS-ON, KUKA, Damen, Serafima, BASF, Evonik, Huntsman) embed APM Studio into their own products to deliver branded, IP-protected digital services under a digital-servitization model. The platform supports 15+ industrial data interfaces (OPC UA Client/Server/Pub-Sub, ModBus, Profinet, MQTT OI4, REST, SOAP, SQL, Azure Blob, Netilion, CSV) and integrates with enterprise systems including AVEVA PI/Historian/CONNECT, PTC ThingWorx, SAP, Maximo, Microsoft Teams, Slack, and Power BI. V6 introduces AI Agents (Application Agents, P&ID Agents) with optional local LLM deployment via Ollama for data privacy.

UReason operates a direct enterprise field-sales motion with a structured 6-week Proof-of-Concept engagement and a co-development model where UReason builds solutions alongside customers rather than delivering off-the-shelf software. Revenue is generated through tiered annual subscriptions (APM Studio Basic, Premium, Enterprise), pre-built application licenses, managed cloud services, and professional services for implementation, training, and ongoing support. The company maintains offices in Rotterdam (HQ), Wokingham (UK), Tallinn (Estonia, R&D), and Houston (US expansion), with a headcount of 11-50 and a private, founder-controlled ownership structure with no disclosed external funding rounds.

Name

UReason

Legal name

UReason

Website

https://ureason.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

UReason is a Netherlands-based industrial software company providing APM Studio, a low-code platform for industrial companies and machine builders to build and deploy predictive maintenance, alarm management, and asset performance applications across process industries.

Ownership category

akta.pro rank

Product category

Asset Performance Management (APM) Software / Industrial Analytics

NAICS

Software Publishers (5132), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL)

akta.pro secondary industries

AI/ML Engineering & Model Development Services (BPAEAHAF), Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB), Application Performance Engineering & Observability (APM) (BPAEAFAK)

Keywords

• Asset performance management
• Predictive maintenance software
• Low-code industrial platform
• Control valve diagnostics
• Industrial IIoT analytics

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. APM Studio Platform Licenses: APM Studio is offered in three tiers: Basic, Premium, and Enterprise. Each tier provides different levels of data interfaces, semantic modeling, reasoning, machine learning, visualization, development, and deployment capabilities. Licenses enable the low-code development and deployment of industrial APM applications. Deployment options include on-premise (customer server/private cloud) or UReason's managed cloud.
2. Pre-built Applications (Control Valve App, Pump Health Monitoring App): UReason develops and sells pre-built industry-specific applications (e.g., Control Valve App, Pump Health Monitoring App) built on APM Studio. These are sold as branded, IP-protected solutions to asset owners and OEMs, typically on a subscription or per-deployment basis.
3. Professional Services — Co-Development: UReason co-develops digital solutions with customers, providing implementation, configuration, training, and ongoing support services. The engagement model includes a structured PoC process (Define Needs, Plan, Execute/Optimize), expert training, user manuals, and ongoing expert support. Professional services complement the software licensing model.
4. Managed Cloud Services: UReason offers a managed cloud option alongside self-hosted deployments. Cloud deployments run on DigitalOcean, AWS, or Azure, orchestrated via Kubernetes. Managed services include infrastructure maintenance, updates, and availability — true SaaS with no dedicated on-site analytics infrastructure required by the customer.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

UReason builds and sells APM Studio, a low-code platform that lets Industrial Companies (asset owners) and Machine Builders/OEMs develop, deploy, and operate Asset Performance Management applications across embedded, edge, on-premise, and cloud environments. The platform combines real-time data ingestion, machine learning, FMECA-linked Bowtie risk models, semantic asset modeling, and pre-built "Smart Objects" for control valves, pumps, compressors, turbines, heat exchangers, and filters. UReason also markets pre-built vertical applications on top of the platform — Control Valve App, Asset Insights, Pump Health Monitoring App, and the Process Insights P&ID add-on — and supports customers through a co-development commercial model.

Product overview

UReason offers APM Studio as its core low-code platform for industrial application development and deployment. The product portfolio consists of APM Studio (the main analytics and application development platform) and three vertical applications built on it: Control Valve App, Asset Insights, and Pump Health Monitoring App. Process Insights is an add-on module for P&ID digitization and analysis. Smart Objects are pre-built templates for common industrial assets. The platform combines real-time data processing, machine learning, Bowtie risk models, and semantic modeling, deployable on embedded devices, edge, on-premise, or cloud infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• APM Studio: Low-code platform for industrial app development and deployment, combining real-time data, analytics (ML, Bowtie, logic), and semantic models for digitizing industrial expertise and delivering branded, IP-protected solutions.
• Control Valve App
• Asset Insights
• Pump Health Monitoring App

Products and services

• APM Studio Low-code platform for OEMs, asset owners, and service providers to quickly build and deploy industrial Asset Performance Management applications. Combines real-time data, analytics (ML, Bowtie, logic), and semantic models in one environment; deploys from a single codebase on embedded devices, edge/PLC, on-premise, or cloud. Sold in Basic, Premium, and Enterprise subscription tiers with annual billing.
• Control Valve App Vendor-agnostic pre-built application for diagnosing control valve issues such as packing wear, stiction, and positioner calibration, with Remaining Useful Life calculation. Provides actionable insights into valve health, performance, and remaining useful life by analyzing data from process historians (e.g., AVEVA PI). Adopted by BASF, Evonik, Huntsman, Vattenfall, Yara International.
• Asset Insights Condition monitoring and predictive intelligence platform designed to consume Asset Administration Shell (AAS)-structured data natively. Leverages ECLASS-anchored submodel structure to automatically reason about asset behavior against declared specifications without bespoke per-manufacturer configuration, transforming AAS data into actionable maintenance and reliability insights.
• Pump Health Monitoring App Pre-built application for monitoring pump health and detecting anomalies in rotating equipment (e.g., cavitation). Used by Aquafin to enable proactive switching before pump capacity is lost and to identify critical issues 3.5 hours earlier than standard PLC/SCADA alarming.
• Process Insights Add-on module that digitizes static P&IDs using computer vision (ISA 5.1 symbol detection, OCR, line tracing) and exposes them to plain-language LLM queries with source references. Supports trace connectivity (up/downstream), FMEA and Bowtie integration, plain-language AI querying with source citations, document attachment to components, and connectivity to live data streams and MCP-based asset class models.
• Smart Objects Pre-built industrial asset templates containing pre-defined properties, intelligence, algorithms, and cause-consequence (Bowtie) models for Control Valve, Centrifugal Pump, Filter, Heat Exchanger, Compressor, and Turbine. Each Smart Object encodes asset-class domain expertise to accelerate APM Studio application development and standardize deployments across assets and locations.

Quantifiable outcome

• 80% reduction in time to market for new industrial digital services
• +9 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability13 records

Feature15 records

Partnerships

19 partnerships are on record, tiered core and supporting.

• AVEVA (Schneider Electric)coreTechnology or Integration · 22 April 2025UReason's Control Valve App integrates with AVEVA CONNECT (Schneider Electric's cloud-native industrial platform) to enable continuous cloud analytics on valve data from AVEVA PI and AVEVA Historian. The integration enables 24/7 diagnostic monitoring without dedicated on-site analytics infrastructure. AVEVA CONNECT ingests operational time-series data and makes it available to the Control Valve App for continuous valve health monitoring, fault classification, and maintenance prioritization. UReason is an AVEVA SELECT technology partner.
• SerafimasupportingStrategic or Co-development Partner · 1 January 2023Serafima partnered with UReason in Q1-2023 to develop a Reliability as a Service (RaaS) solution for monitoring rotating equipment. By Q3-2023, the system was live using IO-Link sensors and LTE gateways transmitting data to Serafima Cloud, processed by APM Studio. The solution provides early warnings via email and SMS for specialists and customers, empowering Serafima's internal IT teams and introducing remote monitoring services.
• MaxGripsupportingImplementation/ SI/ Consulting Partner · 2 December 2022MaxGrip, an asset management consulting firm, partnered with UReason on multiple customer engagements. MaxGrip and UReason jointly supported Aquafin (Belgian wastewater utility) to implement data-driven maintenance, saving up to €400K annually. MaxGrip also partnered with UReason on a Vitens readiness evaluation for data-driven maintenance. MaxGrip brings consulting expertise in asset management; UReason provides the APM Studio technology platform.
• TechnoHub (Smart Delta)supportingStrategic or Co-development Partner · 22 July 2022TechnoHub's Smart Metrology & Manufacturing innovation program (Smart Delta) initiated the Damen predictive maintenance project. This public-private innovation consortium facilitated the collaboration between Damen, UReason, and Balluff for maritime predictive maintenance.
• KUKAcoreStrategic or Co-development Partner · 1 June 2022KUKA partnered with UReason to develop a Tool Change Recommender System for unmanned production cells running Heller Milling Centers at KUKA's Augsburg headquarters. APM Studio connects to production cell streaming data via the Open Industry 4.0 alliance reference architecture. The recommender system calculates which tools need inspection/changing to ensure uninterrupted unmanned production. This enables KUKA to achieve higher production outputs and efficiency during night shifts and weekends.
• BalluffsupportingTechnology or Integration · 1 June 2022Balluff's Condition Based Monitoring Toolkit (CMTK) hardware is used alongside UReason's APM Studio in Damen Shipyards' predictive maintenance solution. The CMTK sensors provide vibration and condition data that APM Studio processes to train AI models for anomaly detection on cooling water pumps aboard vessels.
• Damen ShipyardscoreStrategic or Co-development Partner · 8 March 2022Damen partnered with UReason to translate predictive maintenance from concept to practice, using APM Studio with Balluff's Condition Based Monitoring Toolkit (CMTK) hardware. The collaboration enabled Damen to simulate critical components (propeller-shaft with vibration detection), train AI models, and roll out the first predictive maintenance pilot on a vessel. Damen delivers over 175 ships annually and aims to reduce specialized personnel onboard, cut maintenance costs, and offer new AI-powered services to vessel owners.
• WAGOsupportingTechnology or Integration · 1 January 2022WAGO's PLCs and edge devices are supported deployment targets for APM Studio. The WAGO AAS (Asset Administration Shell) public registry supports digital asset representation. APM Studio can be deployed on WAGO controllers for edge analytics close to industrial processes.
• Phoenix ContactsupportingTechnology or Integration · 1 January 2022Phoenix Contact PLCs are supported as deployment targets for APM Studio. The deployment architecture diagram shows Phoenix Contact as a hardware partner for edge/PLC deployments of APM Studio analytics.
• HilschersupportingTechnology or Integration · 1 January 2022Hilscher is listed as a hardware partner in the APM Studio deployment architecture diagram, indicating compatibility with Hilscher industrial communication gateways and edge devices for APM Studio deployments.
• BalluffsupportingTechnology or Integration · 1 January 2022Balluff is listed as a hardware partner in the APM Studio deployment architecture diagram. Beyond the Damen case study, Balluff's IO-Link devices and condition monitoring hardware are compatible with APM Studio for industrial IoT data ingestion.
• Open Industry 4.0 AlliancesupportingStrategic or Co-development Partner · 1 January 2022APM Studio's KUKA deployment uses the Open Industry 4.0 alliance reference architecture and guidelines for production cell streaming data connectivity. The Open Industry 4.0 standard ensures seamless connectivity with different systems and vendors, breaking down barriers to cross-vendor industrial interoperability.
• PTC (ThingWorx)supportingTechnology or Integration · 19 October 2021APM Studio is integrated with PTC ThingWorx, enabling Digital Twin implementations. The integration allows APM Studio analytics to be surfaced within the ThingWorx platform, combining UReason's APM diagnostics with PTC's industrial IoT and digital twin environment.
• SAMSON GroupcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2021SAMSON Group is one of FOCUS-ON's parent companies (alongside KROHNE). SAMSON's involvement in the FOCUS-ON joint venture connects UReason's APM Studio with SAMSON's control valve expertise. SAMSON benefits from UReason's embedded diagnostics capabilities in the FOCUS-1 smart valve product.
• KROHNEcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2021KROHNE is one of FOCUS-ON's parent companies (alongside SAMSON). KROHNE provides flow measurement expertise to the FOCUS-ON joint venture that uses UReason's APM Studio for embedded diagnostics and control functionalities in the FOCUS-1 smart valve.
• Endress+Hauser (Netilion)supportingTechnology or Integration · 1 January 2020APM Studio integrates with Endress+Hauser's Netilion platform — a digital asset-health management service for field device diagnostics. Netilion Health data can be accessed through APM Studio, combining Endress+Hauser's device-level diagnostics with UReason's broader APM analytics layer.
• SAPsupportingTechnology or Integration · 1 January 2020APM Studio offers REST connectors to SAP and other ERP systems. Vattenfall uses SAP asset data to add context to valve diagnostics data. The integration enables bidirectional data exchange between APM analytics and enterprise resource planning systems.
• AVEVA (PI System / Historian)coreTechnology or Integration · 1 January 2020APM Studio integrates with AVEVA PI System and AVEVA Historian for time-series data ingestion from plant historians. AVEVA PI/Historian data feeds the Control Valve App's diagnostic engine for continuous valve health monitoring. Vattenfall uses existing historian infrastructure with no additional sensors required.
• FOCUS-ONcoreStrategic or Co-development Partner · 1 January 2019FOCUS-ON is a joint venture of SAMSON and KROHNE formed to develop the FOCUS-1 smart control valve combining a control valve and flow meter. UReason co-developed FOCUS-ON's embedded diagnostic and prognostic solution using APM Studio. In Q3-2019, development began; by Q1-2020, the ARM32-based FOCUS-1 device was live with real-time control, abnormality detection, and fail-over capabilities. UReason has been a partner for over 6 years, with APM Studio embedded in the FOCUS-1 device. The FOCUS-1 is adopted by major customers including Nobian, Total, and ArcelorMittal.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• GE Vernova APM: GE Digital's Asset Performance Management suite (now under GE Vernova) provides enterprise-scale APM, predictive analytics, and reliability software across power, oil & gas, and manufacturing — directly competing with UReason's APM Studio for large industrial APM deployments.
• AVEVA: AVEVA (Schneider Electric) provides industrial software including predictive analytics, PI System historians, and AVEVA CONNECT — the same platforms UReason integrates with. AVEVA bundles APM-adjacent capabilities into its broader industrial software portfolio, representing both partner and competitor.
• Siemens Insights Hub (MindSphere): Siemens' industrial IoT and analytics platform (formerly MindSphere) provides cloud-based asset connectivity, analytics, and APM capabilities for industrial customers — competing with UReason's platform-agnostic deployment model across the same industrial verticals.
• IBM Maximo APM: IBM Maximo Application Suite includes an Asset Performance Management module integrated with the broader EAM platform. UReason integrates with Maximo as a CMMS system but competes for the predictive analytics layer in large enterprise deployments.
• Bentley Systems (iTwin Platform): Bentley's iTwin Platform and AssetWise applications provide digital twin and asset performance capabilities for industrial infrastructure — competing with UReason's Digital Twin positioning and Process Insights P&ID digitization roadmap.
• PTC (ThingWorx): PTC ThingWorx is an industrial IoT and digital twin platform that UReason explicitly integrates with (REST API). ThingWorx competes with APM Studio for industrial app development and asset monitoring in manufacturing and process industry use cases.

Direct peers

• Aspen Technology (aspenONE / Aspen Mtell): AspenTech's aspenONE Asset Performance Management suite, including the Aspen Mtell predictive maintenance platform, directly competes with UReason APM Studio for industrial predictive maintenance, anomaly detection, and asset reliability use cases in process industries.
• Augury: Augury provides AI-based asset health monitoring and predictive maintenance for industrial rotating equipment (pumps, motors, bearings) — overlapping with UReason's Pump Health Monitoring and Control Valve App vertical applications.

Emerging players

• UptimeAI: UptimeAI is an emerging industrial AI platform providing AI-based root cause analysis and predictive maintenance for process plants — overlapping with UReason's anomaly detection and Bowtie risk modeling capabilities in chemical and process verticals.
• Seeq Corporation: Seeq provides self-service industrial analytics, machine learning, and predictive maintenance software on top of time-series data from historians (AVEVA PI, OSIsoft) — overlapping with UReason's APM Studio Premium/Enterprise tier analytics capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ureason
• Xx.com/UREASONtweets

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 UReason