Marlin Technologies

What Marlin Technologies does

Marlin Technologies is a US-based designer and manufacturer of custom electronic control solutions for original equipment manufacturers (OEMs) of mobile equipment. Founded in the 1940s and family-owned by the Lechtenberg family since 1999, the company operates a vertically integrated manufacturing headquarters in Horicon, Wisconsin, and a dedicated engineering Innovation Center in Menomonee Falls that opened in 2021. It serves OEMs across six verticals—agriculture, construction, marine, refuse/waste, turf care, and defense/railroad/specialty—with field-deployed programs including a Main Control Unit in production for a global agricultural OEM since 2014 (5,000+ units shipped) and a Vehicle Power Distribution Module installed on thousands of refuse trucks.

The company's core technology is rugged, IP67/IP69K-rated CAN-bus electronics designed for severe-duty environments, with operating ranges from -40°C to +85°C and support for J1939, NMEA 2000, and CANopen protocols. Its M-Flex product portfolio is organized into four categories: controllers (digital switchers, I/O controllers from 4in/4out to 1in/20out, and custom hydraulic valve/motor/joystick designs), keypads (Legend Series with RGB LEDs and optional Bluetooth, plus Classic Series elastomeric keypads, in 5–12 button variants), displays (4.3-inch and 7-inch sunlight-readable CAN color displays, plus custom integrated display/PDU modules), and bridges/accessories (CAN splitters, multi-channel bridges, isolated bridges, and an MFD gateway). A Bluetooth-enabled mobile application for iOS and Android emulates Legend keypad operation, with OEM-branded customization available.

Marlin's business model combines custom engineering services with hardware sales to OEM accounts, supplemented by a recurring annual subscription fee on Bluetooth-capable products. Go-to-market is consultative enterprise field sales with embedded OEM relationships, supported by direct quote-based selling and a DigiKey distribution channel for selected standard products. The company employs 60+ people, holds ISO 9001:2015 certification, and has been recognized as a Top Workplace by the Milwaukee Journal Sentinel for three consecutive years (2023–2025). All PCB design, assembly, and finished product manufacturing are conducted in-house at the Wisconsin facility.

Name

Marlin Technologies

Legal name

Marlin Technologies Inc.

Website

https://marlintech.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

Marlin Technologies designs and manufactures custom CAN-bus electronic control solutions—including controllers, keypads, displays, and bridges—for OEMs in agriculture, construction, marine, refuse, turf care, and specialty vehicle markets, with all PCB and product manufacturing performed in-house in Wisconsin.

Ownership category

akta.pro rank

Product category

Industrial Electronic Controls

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Other Measuring and Controlling Device Manufacturing (334519), Relay and Industrial Control Manufacturing (335314)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Measuring & Controlling Devices, Nec (3829)

akta.pro primary industry

Ruggedized/Harsh-Environment Electronics Manufacturing (IP-rated, shock/vibration, wide-temp) (IMAGAGAF)

akta.pro secondary industries

Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH), Industrial Control Cabinets & Power Distribution (Panels, Switchgear for Automation) (IMAHAHAK)

Keywords

• Electronic control systems
• CAN bus controllers
• Mobile equipment electronics
• Rugged OEM controls
• Industrial control modules

Headquarters

HQ city

Horicon

HQ country

United States

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, Infrastructure, Marketing or Sales

Revenue model

1. Custom electronic control hardware: Sale of custom and off-the-shelf CAN-based controllers, keypads, displays, and bridges to OEM manufacturers. Products are sold as components that become part of the OEM's finished equipment. Revenue is generated through product sales with pricing based on complexity, volume, and customization requirements.
2. Bluetooth product annual subscription: Annual subscription fee required for Bluetooth-capable products to cover maintenance and support services. The subscription is due each year on the anniversary of initial purchase and is required for continued app access and functionality.
3. Custom design and engineering services: Collaborative engineering services where Marlin works with OEM customers from concept through production to develop custom electronic control solutions tailored to specific equipment requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Marlin Technologies designs, engineers, and manufactures custom and off-the-shelf electronic control solutions for OEM manufacturers of mobile equipment. The product portfolio includes CAN Bus-based controllers, keypads, displays, and bridges, all IP67/IP69K-rated for harsh environments. Products are built in-house in Wisconsin with full PCB design and assembly capabilities.

Product overview

Marlin Technologies is an OEM electronic controls company offering a unified portfolio of rugged, IP67/IP69K-rated CAN-based electronic control products designed for severe-duty mobile applications. The product line centers on the M-Flex brand, encompassing four product categories: (1) Controllers including Digital Switchers (M01-20, M04-10, M04-05), I/O Controllers (8in/8out in 3A and 10A variants, 4in/4out), and custom controllers for hydraulic valves, motors, joysticks, and vehicle power distribution; (2) Keypads including Legend Series with RGB LEDs and Bluetooth (5, 6, 8, 12 button variants) and Classic Series elastomeric keypads (6, 8, 12 button), plus a Bluetooth mobile app for Legend keypads; (3) Displays including 7-inch and 4.3-inch CAN color displays plus custom display solutions; and (4) Bridges and accessories including CAN splitters (2x2, 2x3), CAN bridges (2-channel, 3-channel, isolated), MFD gateway, and ground blocks. All products are designed and manufactured in-house at the Wisconsin facility with support for J1939, CANopen, and NMEA 2000 protocols, and are compatible with third-party marine electronics from Simrad and Garmin.

Differentiator

Problem solved

Functional benefit

Brands

• M-Flex: Product line featuring CAN controllers, keypads, displays, and bridges for OEM electronic control solutions, IP67/IP69K-rated for demanding environments.

Products and services

• M-Flex Digital Switcher Controllers CAN-based digital switcher controllers for OEM manufacturers of mobile equipment, available in multiple I/O configurations with up to 100A total output capacity, PWM capabilities, and current monitoring. Designed for harsh environment applications in agriculture, construction, marine, and refuse vehicles.
• M-Flex I/O Controllers Versatile I/O controllers with configurable inputs and outputs supporting analog, digital, half-bridge, PWM, and digital output signals. Available in 4in/4out compact and 8in/8out standard configurations for proportional valve control and general equipment automation.
• Legend Series CAN Bus Keypads RGB LED keypads with relegendable keycaps, optional Bluetooth connectivity, and configurable functions per key (on/off, momentary, toggle, scroll, step). Available in 5, 6, 8, and 12 button configurations for OEM equipment operator interfaces.
• Classic Series CAN Bus Keypads Elastomeric keypads with 3 LEDs per button and customizable overlays supporting J1939, NMEA2000, or CANOpen protocols. Available in 6, 8, and 12 button configurations for OEM equipment control panels.
• M-Flex CAN Bus Displays Rugged sunlight-readable color CAN displays designed for severe-duty outdoor mobile equipment. Available in 7-inch and 4.3-inch sizes with IP67/IP69K ratings and customizable interfaces for operator monitoring and control.
• M-Flex CAN Bridges and Splitters CAN bridge products that connect two or three CAN bus networks with configurable message filtering, supporting different baud rates and providing electrical isolation. Includes splitters, isolated bridges, and J1939-to-NMEA 2000 gateways for marine and multi-network applications.
• Custom Electronic Control Solutions Bespoke electronic control solutions designed collaboratively with OEM customers for specific equipment requirements. Includes custom controllers for hydraulic valves, motors, joysticks, booms, main control units, and vehicle power distribution modules across agriculture, construction, refuse, marine, and emergency equipment markets.
• Legend Series Mobile App Bluetooth-enabled mobile application for iOS and Android that emulates Legend Series keypad operation. Available branded for OEM customization and requires annual subscription for continued access and support.
• Ground Block Wiring accessory with two 12-pin Deutsch connectors for collecting up to 24 power or ground conductors into a watertight terminal block, simplifying CAN bus wiring in harsh environments.

Quantifiable outcome

• Over 5000 units of Main Control Unit deployed in field for agricultural OEM since 2014
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• DigiKeyminorChannel Partner/ Reseller/ DistributorDigiKey serves as a distributor for some of Marlin Technologies' standard products, making them available for immediate purchase online. This partnership enables customers needing faster access to standard products without going through the custom quoting process.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Beijer Electronics: Beijer Electronics produces rugged HMI panels, displays, and control solutions for industrial and marine applications, including CAN-connected operator interfaces that overlap with Marlin's keypad and display offerings.
• HED Inc. HED Inc. designs and manufactures rugged CAN-based displays, keypads, and controllers for mobile equipment OEMs in agriculture, construction, and material handling—directly overlapping Marlin's product categories and customer verticals.
• Binar (Binar Electronics): Binar produces rugged CAN keypads, displays, and control electronics for heavy mobile equipment OEMs across Europe and North America, with comparable product positioning to Marlin's M-Flex line in off-highway and industrial vehicles.
• HMS Industrial Networks (Ixxat): Ixxat by HMS Networks supplies CAN bridges, gateways, and protocol conversion products for industrial and mobile applications—directly comparable to Marlin's CAN bridge, splitter, and MFD gateway products.

Broad incumbents

• Stoneridge, Inc. Stoneridge is a larger publicly-traded supplier of electronic systems for commercial vehicles and off-road equipment, including instrumentation and control modules—overlapping with Marlin's mobile equipment focus but at significantly greater scale and breadth.
• Actia Group: Actia designs embedded electronic systems and controls for commercial vehicles, off-road equipment, and industrial machinery—a broader portfolio with comparable CAN-based control and telematics offerings to Marlin's product set.
• Parker Hannifin: Parker Hannifin's Motion & Control Technologies group supplies electronic controllers, displays, and I/O modules for mobile and industrial equipment—addressing overlapping use cases in hydraulics-driven vehicle control systems.
• Curtiss-Wright Corporation: Curtiss-Wright's Defense Solutions and Industrial divisions provide ruggedized electronics, controls, and sensing systems for harsh-environment applications—including defense and off-road markets where Marlin operates.
• Hella (Forvia): Hella/Forvia supplies vehicle electronics including lighting controls, body controllers, and operator interfaces for agricultural, construction, and commercial vehicles—competing with Marlin on ruggedized operator controls and embedded modules.

Emerging players

• Bosal Connect: Bosal Connect (formerly ECS Electronics) develops CAN-based control modules and connectivity solutions for specialty vehicles, including agricultural and recreational off-road markets—sharing Marlin's CAN protocol expertise and mobile equipment focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/marlin-technologies
• Xx.com/marlintech

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Marlin Technologies