What Binnacle does

Binnacle (legal entity: MOVILIDAD CREATIVA S.A. de C.V.) is a Mexican cloud-based SaaS company founded in 2014 and headquartered in San Pedro Garza García, Nuevo León, that provides an Operational Business Intelligence platform for multi-branch enterprises. The platform centralizes, digitizes, and automates field operational processes — including digital checklists, branch supervision audits, task assignment and tracking, incident reporting with corrective actions, photo and geolocation evidence capture, and real-time executive dashboards — and is delivered via a web application at app.binnacle.mx plus native iOS and Android apps for field teams. The architecture is AWS-native (data stored on a dedicated RDS instance) and the platform holds SOC 2 Type II certification, signaling enterprise-grade security posture.

The company's go-to-market is enterprise field sales targeting multi-branch operators across Latin America, with a quote-based annual subscription priced by branch count and industry vertical. Each customer is supported by an embedded Customer Success Manager who configures workflows, delivers unlimited training, and proactively monitors performance — a service-heavy model that doubles as a switching-cost mechanism. The customer base spans 30+ named enterprise logos including Burger King, KFC, Subway, Domino's, Dunkin' Donuts, Carl's Jr., Tim Hortons, Cemex, Casa Ley, Calimax, OfficeMax, Dportenis, Nissan Jidosha, Banca Mifel, and Supermercados Peruanos, with claimed coverage of 13+ verticals including restaurants, supermarkets, department stores, pharmacies, car dealerships, hotels, transport logistics, banks, malls, gas stations, specialty retail, and auto parts. Recent product extensions include the May 2025 launch of Voice Value (a customer satisfaction survey module) and the Panel de Expertos ecosystem, which pairs clients with independent industry specialists for digital transformation advisory.

The company is privately held with no disclosed external funding, no parent company, and 11-50 employees. Geographic reach is concentrated in Mexico with established references in Peru and Central America, positioning Binnacle as a focused Latin American niche-SaaS operator rather than a global enterprise platform.

Name

Binnacle

Legal name

MOVILIDAD CREATIVA S.A. de C.V.

Website

https://binnacle.com.mx

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Binnacle is a Mexican cloud-based SaaS platform that centralizes operational audits, digital checklists, task management, and real-time dashboards for multi-branch enterprises across Latin America. It serves enterprise customers in over 13 verticals including QSR, supermarkets, retail, banking, and automotive.

Ownership category

akta.pro rank

Product category

Operational Business Intelligence Software

NAICS

Information (51)

akta.pro primary industry

Configuration Management Database (CMDB) Platforms (HDAEALAE)

akta.pro secondary industry

Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC) (BPAEAIAF)

Keywords

• Operational business intelligence
• Multi-branch operations management
• Digital audit platform
• Field task management
• Branch supervision software

Headquarters

HQ city

Garza García

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Binnacle operates as a SaaS platform providing Business Intelligence Operativo for multi-branch companies. The revenue model is subscription-based with enterprise licensing. The platform is accessed via web application (app.binnacle.mx) and mobile apps on iOS and Android. Pricing is quote-based, requiring companies to request a demo and work with sales team to determine branch count and industry-specific needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Binnacle is a cloud-based Operational Business Intelligence SaaS platform that helps multi-branch enterprises centralize, digitize, and automate critical operational processes from a single place. The platform provides digital checklists, real-time dashboards, automated task assignment, incident and corrective-action reporting, and photo/geolocation evidence capture for branch supervision. An add-on module (Voice Value) provides customer satisfaction surveys and quality-control analytics for each location.

Product overview

Binnacle is a cloud-based Operational Business Intelligence platform offered primarily as a unified product called the Binnacle App. The platform is architected around a central hub that digitizes audits, checklists, task management, incident reporting, and real-time dashboards for multi-branch enterprises. It includes a mobile application (available on Google Play and the App Store) that enables field teams to execute supervised tasks with photo evidence, geolocation validation, and automated follow-up assignment. As an add-on module, Voice Value provides a customer satisfaction survey tool with customizable questionnaires and analysis capabilities. The Expert Panel (Panel de Expertos) is a supplementary service connecting clients with independent industry specialists for digital transformation advisory. The platform runs on AWS cloud infrastructure in Mexico.

Differentiator

Problem solved

Functional benefit

Brands

• Voice Value: Customer satisfaction survey tool that allows businesses to collect and organize customer opinions for evaluation and quality control of the experience offered at each location.

Products and services

• Binnacle App

Quantifiable outcome

• 67% of corporate strategies fail due to poor execution; execution deficiencies in retail can represent 20-25% revenue losses (Harvard Business Review)
• +1 more outcomes

Named customers31 records

Segments13 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• AWS (Amazon Web Services)coreTechnology or Integration · 1 September 2024Binnacle's application data is stored in the cloud on a dedicated RDS instance within AWS infrastructure. AWS provides data protection services including encryption, key management, and threat detection that continuously monitors and protects accounts and workloads from unauthorized access.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yoobic: Frontline employee operations platform for retail and restaurant chains offering digital checklists, store audits, task execution, and merchandising compliance. Direct competitor to Binnacle in multi-branch retail/QSR execution.
• SafetyCulture (iAuditor): Digital inspection and audit checklist platform used across multiple industries for frontline operations. Highly comparable to Binnacle for mobile evidence capture, checklists, and incident workflows in distributed operations.
• Zenput: Operations execution platform for multi-unit restaurant and retail operators featuring digital checklists, audits, task management, and corrective actions. Directly comparable to Binnacle's core offering for multi-branch field operations.
• Jolt: Operations platform for restaurants and multi-location businesses providing digital checklists, audits, training, and real-time visibility. Closely overlaps Binnacle's feature set and target buyer (multi-branch QSR/retail operations leaders).
• Tattle: Restaurant customer feedback and operational excellence platform that collects guest satisfaction data and feeds insights back into operations. Highly comparable to Binnacle's Voice Value add-on for QSR CSAT and feedback loops.

Broad incumbents

• ServiceNow: Major ITSM/ESM platform with CMDB, workflow, and operational visibility capabilities. Represents the broader platform competitor that could localize enterprise workflow tooling for LATAM multi-branch operators.
• ComplianceQuest: Quality and compliance management suite covering audits, incidents, corrective actions, and document management. Adjacent to Binnacle's incident reporting and corrective-action workflows as a broader QMS overlay.

Emerging players

• Beekeeper: Frontline workforce operations platform for multi-branch enterprises providing task management, internal communications, and operational visibility. Overlaps with Binnacle's task and incident management capabilities, with a broader communications-led positioning.
• MeazureUp: Digital audit and inspection platform with photo and task management features targeted at multi-location brands. Niche overlap with Binnacle's evidence-based checklist and audit capabilities.

Regional players

• 7shifts: Restaurant workforce and operations platform serving multi-unit operators with scheduling, task, and team management. Comparable to Binnacle in multi-branch restaurant operations, with primary strength in North America rather than LATAM.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@binnacleapp
• Facebookfacebook.com/binnaclemx
• LinkedInlinkedin.com/company/binnacle-app
• Instagraminstagram.com/binnacleapp

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 Binnacle