Custom X-Ray Digital

What Custom X-Ray Digital does

Custom X-Ray Digital Equipment is a privately-held, woman-owned medical imaging equipment distributor and service provider founded in 1968 and headquartered in Phoenix, Arizona. The company sells, rents, leases, services, and finances diagnostic imaging systems—including X-ray (portable, mobile, fixed, straight-arm, panoramic), CT scanners, MRI machines, ultrasound systems, C-arm fluoroscopy units, cloud-based PACS software, and dental imaging equipment—targeting seven primary medical specialties: chiropractic, hospital, orthopedic, podiatry, urgent care, veterinary, and dental. Operations are anchored by three Arizona offices (Phoenix, Tucson, Camp Verde) with claimed nationwide sales and on-site service coverage delivered by factory-trained field technicians offering 24-hour response and 48-hour on-site response in most markets.

The product portfolio is built around resale of branded equipment from manufacturers such as Radmedix, VetRay, UMG/Del Medical, SRI, Rayence, Konica, and Innovet, augmented by proprietary accessories (e.g., the Momentum EQ Gen3 HD Cesium Panel) and specialty software bundles such as Opal-Chiro. Custom X-Ray positions itself as a full-lifecycle imaging solutions provider: equipment acquisition (sale, rental, or lease) is paired with installation, training, calibration, repair, and IT support for digital systems, layering a recurring service relationship on top of one-time equipment transactions. Promotional mechanics such as Section 179 tax-deduction positioning, ADA 50% tax credit, manufacturer rebates, and 'inflation buster' service-agreement specials are used to lower acquisition friction in price-sensitive SMB healthcare practices.

Revenue mechanics span five streams: one-time equipment sales of new and refurbished systems, usage-based equipment rentals, recurring service and calibration agreements, equipment financing arrangements, and professional consulting including room design and physicists reports. Customer acquisition is enterprise field sales, led by phone (800-230-9729), website quote requests, and on-site consultation, supported by content marketing and a Google Business profile with 117 reviews averaging 5 stars. Leadership consists of owner Tonya Wiertzema and COO Shawna Henslee, with reported headcount of 1-10 employees.

Name

Custom X-Ray Digital

Legal name

Custom X-Ray Digital Equipment

Website

https://customxray.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Custom X-Ray Digital is a Phoenix-based, woman-owned medical imaging equipment distributor and service provider founded in 1968, selling, renting, and servicing X-ray, CT, MRI, ultrasound, and C-arm systems across chiropractic, veterinary, dental, hospital, orthopedic, podiatry, and urgent care practices in Arizona and nationwide.

Ownership category

akta.pro rank

Product category

Medical Imaging Equipment Distribution and Service

NAICS

Diagnostic Imaging Centers (621512), Irradiation Apparatus Manufacturing (334517), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345)

SIC

X-Ray Apparatus & Tubes & Related Irradiation Apparatus (3844), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

X-ray & Fluoroscopy Systems (HLAHABAA)

akta.pro secondary industries

Portable, Mobile & Point-of-Care Imaging Systems (HLAHABAL), Computed Tomography (CT) Systems (HLAHABAB), Imaging Equipment & Accessories (X-ray, Ultrasound, Endoscopy) (HLAMAFAC), Mobile/On-Site Dental Imaging Services (HLABAIAJ), Contrast Media Injectors & Radiology Accessories (HLAHABAK)

Keywords

• Medical imaging equipment
• Diagnostic imaging sales
• X-ray equipment service
• Imaging equipment rental
• Medical equipment distribution

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and refurbished diagnostic imaging equipment including X-ray systems, CT scanners, MRI machines, ultrasound, C-arm equipment, and dental imaging systems across multiple medical specialties
2. Equipment Rental: Flexible rental programs for medical imaging equipment including X-ray machines, ultrasound systems, MRI and CT scanners for short-term or long-term needs
3. Service and Repair: On-site maintenance, repair, calibration, and installation/removal services for conventional and digital x-ray equipment. Factory-trained technicians provide 24-hour response and 48-hour on-site response in most markets
4. Equipment Financing: Financing programs to help healthcare facilities acquire imaging equipment through leasing or payment plans
5. Consulting Services: Room designs, physicists reports, and consulting services for medical imaging facilities

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Custom X-Ray Digital is a medical imaging equipment distributor and service provider that sells, rents, finances, and services diagnostic imaging systems—including X-ray (portable, mobile, fixed, C-arm, straight arm, panoramic), CT scanners, MRI machines, ultrasound, patient monitors, surgical tables, and cloud PACS software—across chiropractic, veterinary, dental, hospital, orthopedic, podiatry, and urgent care specialties. The company also provides on-site installation, calibration, repair, consulting (room designs, physicists reports), and equipment financing.

Product overview

Custom X-Ray Digital is a medical imaging equipment distributor and service provider founded in 1968, offering a comprehensive portfolio of diagnostic imaging equipment, software solutions, and support services. The product portfolio centers on X-ray equipment across multiple modalities (portable, mobile, stationary, C-arm, CT, MRI) complemented by ultrasound systems and cloud-based PACS software. Equipment is offered across specialty segments including chiropractic, veterinary, dental, hospital, orthopedic, podiatry, and urgent care. The company sells and rents equipment from branded manufacturers (Radmedix, VetRay, Rayence, Konica, Carestream, Fuji, and others) alongside providing comprehensive service, calibration, repair, and installation. Financing and rental programs enable flexible acquisition. The core offering combines equipment sales/rentals with ongoing service support, forming a full lifecycle imaging solutions business.

Differentiator

Problem solved

Functional benefit

Products and services

• X-Ray Rooms Complete X-ray room installations for medical facilities, including fixed digital radiography systems for stationary imaging needs.
• Portable X-Ray Equipment Mobile X-ray units designed for on-the-go diagnostic imaging, allowing healthcare providers to perform X-rays outside traditional imaging rooms.
• Mobile X-Ray Equipment Wheeled mobile X-ray units providing flexibility for emergency rooms and intensive care units requiring on-demand diagnostic imaging.
• Panoramic X-Ray Equipment Panoramic dental X-ray systems providing full-mouth radiographic images for comprehensive dental diagnostics.
• Ultrasound Equipment Diagnostic ultrasound imaging systems for various medical applications including abdominal, cardiac, and musculoskeletal examinations.
• Patient Monitors Patient monitoring systems including GE Dash patient monitors for tracking vital signs during diagnostic procedures.
• C-Arm Equipment Mobile fluoroscopy C-arm units for real-time imaging during surgical procedures and interventional treatments.
• Straight Arm X-Ray Equipment
• CT Scanners
• MRI Machines
• Cloud PACS Systems
• Surgical Tables
• Chiropractic X-Ray Equipment
• Veterinary X-Ray Equipment
• Dental X-Ray Equipment
• Hospital X-Ray Equipment
• Orthopedic X-Ray Equipment
• Podiatry X-Ray Equipment
• Urgent Care X-Ray Equipment
• Veterinary Dental X-Ray Equipment
• X-Ray Imaging Software and IT Support
• Equipment Financing
• Equipment Rental Programs
• Repair and Service
• Imaging Consulting Services

Quantifiable outcome

• 24-hour response and 48-hour on-site response in most markets
• +2 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• RadmedixcoreChannel Partner/ Reseller/ DistributorRadmedix is a brand represented in Custom X-Ray's equipment portfolio, sold and serviced as part of their comprehensive imaging equipment offerings

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Block Imaging: Refurbished medical imaging equipment sales, service, and parts across X-ray, CT, MRI, and ultrasound — directly overlapping product categories and customer base with Custom X-Ray Digital. Both target independent practices and hospitals looking for lower-cost alternatives to OEM-direct purchases.
• Atlantis Worldwide: Refurbished and new medical imaging equipment dealer covering X-ray, MRI, CT, ultrasound, and C-arms with nationwide service. Closely mirrors Custom X-Ray's distribution-plus-service model and customer segments including clinics and smaller hospitals.
• DirectMed Parts: Service, parts, and refurbished systems for diagnostic imaging equipment. Direct competitor in the aftermarket-service lane that Custom X-Ray relies on for recurring revenue.
• Meridian Medical Inc. Independent distributor and service provider for X-ray and diagnostic imaging equipment across medical specialties. Comparable operating model in geographic reach and customer profile.
• Mediplacements: Buys, sells, and services pre-owned medical imaging equipment including X-ray, CT, MRI, and ultrasound. Direct overlap in the refurbished/secondary-market equipment distribution segment.
• National X-Ray: Sales and service of X-ray and imaging equipment with similar focus on independent practices and small hospitals. Closely comparable operating footprint and customer mix.

Broad incumbents

• Carestream Health: Major OEM and solutions provider for medical imaging including X-ray, CR/DR, and PACS — one of the principal manufacturers whose products Custom X-Ray distributes. Represents the upstream supply chain and a potential disintermediation risk.
• Konica Minolta Healthcare Americas: Manufacturer of digital radiography, ultrasound, and PACS solutions. Listed as a partner brand carried by Custom X-Ray and exemplifies the major OEMs whose direct-sales push threatens independent distributors.
• GE HealthCare: Global imaging-equipment OEM spanning X-ray, CT, MRI, ultrasound, and patient monitoring (e.g., GE Dash monitors distributed by Custom X-Ray). The dominant incumbent serving many of the same end-customer accounts.

Emerging players

• Innovet: Veterinary imaging and equipment provider explicitly listed as a partner brand carried by Custom X-Ray. Useful as a niche competitor for the animal-health segment of the distributor's business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/customxraysales
• Xx.com/customxray
• LinkedInlinkedin.com/company/customxray

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Custom X-Ray Digital