The Morse Group
The Morse Group is a family-owned electrical contracting and industrial automation holding company founded in 1944, operating through Morse Electric, Automation Solutions of America (ASA), and The Rockwell Group to serve enterprise industrial, commercial, power, and institutional clients across the United States.
- Company typePrivate
- Founded1944
- HeadquartersFreeport, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What The Morse Group does
The Morse Group is a family-owned, Freeport, Illinois-based holding company founded in 1944 (originally as Don Morse Electric) that operates a portfolio of specialty construction and engineering subsidiaries serving enterprise industrial, commercial, power, and institutional clients across the United States. Its three core operating companies are Morse Electric (the flagship electrical contracting subsidiary offering preconstruction, industrial, power, commercial, data communications, and field services spanning fiber optics to 345kV utilities), Automation Solutions of America (ASA, a Rockwell/FANUC/Ignition/Daifuku integrator providing control systems, UL508A/UL698A control panel fabrication, AGV and life sciences automation, and Industry 4.0 smart automation and visualization technology), and The Rockwell Group (steel stud framing, drywall, acoustical ceilings, plastering, and painting). The company earns revenue through project-based professional services on design-build, design-assist, and integrated project delivery engagements, with custom per-project pricing driven through an estimating and preconstruction team and no publicly disclosed rate cards.
The firm sells exclusively through direct enterprise field sales, assigning a single project manager as the principal point of contact across a multi-subsidiary "assembled teamwork" model. It maintains nine office locations (Freeport, Beloit, Las Vegas, Madison, Elgin, Troy, and others) and a coast-to-coast supplier network, supporting marquee projects such as Allegiant Stadium (1,750,000 sq ft, 65,000+ seats, 30,000+ cellular-upgrade man-hours for Super Bowl LVIII), the EcoGrove 100.5MW wind farm EPC, the Mandalay Bay 21,324-module rooftop solar for MGM Resorts, the L2S2 Lilly automated drug discovery lab, and an Amazon 137,000 sq ft automated distribution tenant build-out. It is recognized as an EC&M Top 50 and ENR Top 600 contractor and ASA was certified as a Great Place to Work in 2025, reflecting positioning as a multi-disciplinary electrical and automation platform rather than a pure commodity trade contractor. Revenue mix and pricing tiers are not publicly disclosed; the business model relies on reputation, partner ecosystem tiering, and credentialed in-house fabrication rather than recurring software or subscription revenue.
The Morse Group firmographics
Firmographics- Name
- The Morse Group
- Legal name
- The Morse Group
- Website
- https://themorsegroup.com
- Company type
- Private
- Founded year
- 1944
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Morse Group is a family-owned electrical contracting and industrial automation holding company founded in 1944, operating through Morse Electric, Automation Solutions of America (ASA), and The Rockwell Group to serve enterprise industrial, commercial, power, and institutional clients across the United States.
- Ownership category
- akta.pro rank
The Morse Group industry classification
Industry- Product category
- Electrical Contracting and Industrial Automation Services
- NAICS
- Management of Companies and Enterprises (551)
- SIC
- Electrical Industrial Apparatus (3620)
- akta.pro primary industry
- Head-End Systems (HES) & AMI Network Management (EUADAFAC)
Keywords
Where The Morse Group is headquartered
LocationHeadquarters
- HQ city
- Freeport
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
The Morse Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Electrical Contracting Services: The Morse Group operates as a specialty electrical contracting firm providing design, engineering, installation, and commissioning services for electrical systems across commercial, industrial, and municipal projects. Revenue is generated through project-based professional services, with work ranging from preconstruction planning through final commissioning. Services include preconstruction, industrial electrical, commercial electrical, power distribution, data communications, and field services.
- Automation and Control Systems Integration: ASA (Automation Solutions of America), a subsidiary of The Morse Group, provides full-service system integration including design, manufacturing, assembly, integration, validation, installation, and program development support for industrial and commercial automation needs. Revenue is generated through engineering services, control panel fabrication, AGV systems, and smart automation implementation.
- Framing and Drywall Services: The Rockwell Group subsidiary provides steel stud framing, drywall, acoustical ceilings, plastering, and painting services to general contractors on commercial and industrial projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing for electrical, automation, and construction services. |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
The Morse Group product offering
Product offeringCore offering
The Morse Group is a family-owned holding company operating specialty subsidiaries that deliver turnkey electrical construction, industrial automation integration, and framing/drywall services across the United States. Through Morse Electric, ASA (Automation Solutions of America), and The Rockwell Group, it executes preconstruction, design, installation, automation, and commissioning for industrial, commercial, power, renewable energy, and institutional projects ranging from fiber optics up to 345kV utility systems.
Product overview
The Morse Group is a holding company comprising multiple specialty subsidiaries offering integrated electrical, automation, and construction services. The core subsidiaries are Morse Electric (electrical contracting), Automation Solutions of America (ASA - automation and controls), and The Rockwell Group (framing/drywall). The company operates as a unified platform providing comprehensive project management from preconstruction through commissioning, combining electrical construction services (power distribution, industrial, commercial, data communications, field services), automation solutions (control systems, control panels, smart automation/IIoT, life sciences automation), renewable energy (solar/wind installations), and specialized services (architectural lighting, AV/sound systems). The subsidiaries work together to deliver turnkey solutions for diverse industries including manufacturing, life sciences, sports/entertainment, healthcare, and renewable energy.
Differentiator
Problem solved
Functional benefit
Products and services
- Morse Electric (Electrical Construction Services) Comprehensive electrical construction services spanning fiber optics to 345kV utilities for industrial, commercial, and institutional clients across the United States. Includes preconstruction, power distribution, medium/high voltage distribution, substations, lighting, critical power backup, process controls, and specialty systems. The flagship operating subsidiary of The Morse Group.
- Preconstruction Services Comprehensive preconstruction services including conceptual estimating, large-scale equipment layouts, project enhancement ideas, major equipment selections, utility coordination, cost analysis, and integrated project delivery for industrial and commercial electrical projects.
- Industrial Electrical Services Industrial electrical services for manufacturers, municipalities, and general contractors, including medium/high voltage distribution, critical power backup, lighting, process controls, and specialty systems for industrial facilities.
- Power Services Comprehensive power solutions including alternative energy, power generation, power delivery, energy storage, and power distribution systems delivered from concept through commissioning.
- Commercial Electrical Services Large-scale commercial electrical solutions including design build, equipment specification, CAD/BIM, prefabrication, medium/high voltage distribution, critical power backup, specialty data/communication systems, and substations for retail, office, healthcare, hospitality, and stadium projects.
- Data Communications Services Data communication solutions including copper and fiber optic cabling, wireless network design, data center installations, IDF/MDF setup, network cabinet/racking installations, and in-building Distributed Antenna System (DAS) design for Wi-Fi 6, 4G, and 5G coverage in large venues and stadiums.
- Field Services Turnkey electrical field services including arc flash surveys, laser scanning, load flow analysis, protective device coordination, thermal surveys, and OSHA/NFPA 70E compliance evaluation for industrial and commercial facilities.
- Automation Solutions of America (ASA) - Automation Integration Services Full-service automation system integration including design, manufacturing, assembly, integration, validation, installation, and program development support for industrial and commercial automation needs. Spans assembly & test, control systems, control panels, life sciences automation, and smart automation solutions.
- Automation Services Full-service automation system integration including design, manufacturing, assembly, integration, validation, installation, and program development support for industrial and commercial automation needs.
- Smart Automation & Visualization Technology Smart automation and IIoT solutions that capture, store, and analyze factory floor data in real-time, enabling predictive maintenance, OEE tracking, fault detection, and MES/MIS integration through a four-level Industry 4.0 maturity assessment model.
- Custom Control Panel Fabrication Custom control panel design and build from a 50,000 sq ft UL508A / UL698A and Hazardous Location-certified facility, including UL508A industrial control panels, UL698A intrinsically safe panels, hazardous location panels, pre-fabricated assemblies, contract manufacturing, and panel retrofits.
- Life Sciences Automation High-level lab automation planning including project planning, budgeting, instrumentation research, layout development, utility routing design, and validation support for life science facilities such as drug discovery labs.
- Renewable Energy Solutions Renewable energy project execution including solar and wind farm electrical installations, medium voltage collection systems, and utility interconnection for utility-scale projects.
- The Rockwell Group (Framing and Drywall Services) Steel stud framing, drywall, acoustical ceilings, plastering, and painting services for general contractors on commercial and industrial projects.
- Architectural & Theatrical Lighting Large-scale complex lighting installations including product evaluation, selection, design layout, system design, and exterior lighting effects for various venues, leveraging partnerships with Lutron Electronics, Martin Harman, Elation Professional, and Crestron Electronics.
- Video Display Solutions
Quantifiable outcome
- Over 320,000 labor hours without any lost time injuries on the Confidential Manufacturing Facility Addition project
- +4 more outcomes
Companies that use The Morse Group
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles5 records
The Morse Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
The Morse Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- FANUC AmericacoreASA has partnered with FANUC on dozens of projects nationwide, surpassing the 100 Robot Sales milestone. ASA received FANUC's Outstanding Sales Growth Award in 2022. ASA is an Authorized FANUC System Integrator for robotic automation solutions.
- Rockwell AutomationcoreASA (Automation Solutions of America) operates as a Rockwell Automation Systems Integrator, utilizing the most advanced Rockwell automation components to solve customer control system needs. Rockwell Automation is a primary technology platform for ASA's automation and control systems projects.
- Ignition (Inductive Automation)coreASA is a Premier Integrator for Ignition by Inductive Automation, with Gold Certified software engineers. Ignition is a key platform for ASA's SCADA, HMI, and visualization software development and integration projects.
- DaifukucoreASA is consistently ranked among the top 5 Value Added Resellers (VAR) for Daifuku. ASA integrates Automatic Guided Vehicle (AGV) technology into customer manufacturing processes. Daifuku partnership supports ASA's material handling and logistics automation offerings.
- Control System Integrator Association (CSIA)minorASA is a member of the Control System Integrator Association (CSIA), demonstrating adherence to professional standards and best practices for control system integration firms.
- Association for Advancing Automation (A3)minorASA is a member of the Association for Advancing Automation (A3), connecting the company to a network of 1,300+ organizations across robotics, machine learning, and motion control to drive the future of automation.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
The Morse Group competitors and assessment
Company assessmentDirect peers
- MYR Group: MYR Group is a publicly traded specialty electrical construction services provider focused on transmission and distribution, commercial, and industrial markets. Its T&D and commercial electrical construction services overlap closely with Morse Electric's substations, transmission lines, and commercial/industrial electrical work.
- Rosendin Electric: Rosendin Electric is a large privately held employee-owned electrical contractor with capabilities in design-build, prefabrication, BIM, and renewable energy installations. Comparable to The Morse Group in mid-market positioning, multi-trade integration, and emphasis on prefabrication and renewable work.
- Faith Technologies: Faith Technologies is a privately held national electrical contractor and engineering services firm serving commercial, industrial, healthcare, and mission-critical markets. It is one of the largest private US electrical contractors with comparable electrical construction, preconstruction, and prefabrication capabilities to Morse Electric.
- Helix Electric: Helix Electric is one of the largest privately held electrical contractors in the US, providing design-build, construction, and service solutions for commercial, industrial, healthcare, hospitality, and renewable energy projects. It is a direct peer to Morse Electric with similar design-build electrical construction capabilities.
- IES Holdings: IES Holdings is a publicly traded electrical contracting and infrastructure services platform operating across communications, residential, commercial, and industrial markets. The company's electrical and communications solutions business is a direct comparable to Morse Electric's industrial/commercial/data communications work.
- MMR Group: MMR Group is a privately held electrical and instrumentation contractor serving industrial, chemical, refining, manufacturing, and power markets. Its industrial electrical and instrumentation offerings are directly comparable to Morse Electric's industrial electrical and process controls services.
Broad incumbents
- EMCOR Group: EMCOR Group is the largest publicly traded mechanical and electrical construction services provider in the US, offering electrical contracting, mechanical, building services, and industrial solutions across commercial, industrial, utility, and institutional end markets. As a much larger broad incumbent it is the natural top-of-list comparable for The Morse Group's electrical contracting and integrated MEP offerings.
- Quanta Services: Quanta Services is the largest publicly traded utility infrastructure services company in North America, providing electric power, oil and gas pipeline, communications, and renewable energy infrastructure solutions. As a broad incumbent it competes for utility-scale wind, solar, and T&D projects that overlap with The Morse Group's power and renewable energy EPC work.
Others
- Graybar Electric Company: Graybar is the largest North American electrical, communications, and data networking products distributor, serving contractors, industrial, commercial, and utility customers. It is a key supply-chain partner (not direct competitor) to The Morse Group's electrical construction business and adjacent to its data communications work.
Regional players
- Cache Valley Electric: Cache Valley Electric is a regional electrical contractor headquartered in the western US serving data center, commercial, industrial, and transportation markets. It competes with The Morse Group in similar end markets but is more concentrated in the Mountain West and West Coast.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Morse Group social profiles
Digital presenceThe Morse Group compliance and trust
Trust signalCompliance6 records
The Morse Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Morse Group leadership team
Management profileNumber of profiles
The Morse Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
The Morse Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Morse Group 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 The Morse Group
What does The Morse Group do?
The Morse Group is a family-owned holding company operating specialty subsidiaries that deliver turnkey electrical construction, industrial automation integration, and framing/drywall services across the United States. Through Morse Electric, ASA (Automation Solutions of America), and The Rockwell Group, it executes preconstruction, design, installation, automation, and commissioning for industrial, commercial, power, renewable energy, and institutional projects ranging from fiber optics up to 345kV utility systems.
Is The Morse Group a public or private company?
The Morse Group is a private company. It is classified as family owned and is currently operating.
When was The Morse Group founded?
The Morse Group was founded in 1944. It employs 501 to 1,000 people.
Where is The Morse Group based?
The Morse Group is headquartered in Freeport, United States, in the North America region.
How does The Morse Group make money?
Three revenue lines are on record. Electrical Contracting Services are the primary driver. The others are automation and Control Systems Integration and framing and Drywall Services.
Who are The Morse Group's main competitors?
Direct peers on record are MYR Group, Rosendin Electric, Faith Technologies, Helix Electric, IES Holdings and MMR Group. Broad incumbents are EMCOR Group and Quanta Services. Graybar Electric Company is listed as an others. Cache Valley Electric is listed as a regional player.
Does The Morse Group have an API?
No public API is recorded for The Morse Group.
What industry is The Morse Group in?
The Morse Group's product category is Electrical Contracting and Industrial Automation Services. Its primary akta.pro industry code is EUADAFAC, Head-End Systems (HES) & AMI Network Management. Its NAICS code is 551 and its SIC code is 3620.