New Direction

What New Direction does

New Direction GmbH is a DACH-based custom software engineering firm founded in October 1998 by Michael Robert Biber and Stephan Weber, headquartered in Neusäß, Germany, with a Swiss branch office in St. Gallen. The company specializes in mission-critical software for aerospace, automotive, defense, and dual-use sectors, serving enterprise and government clients whose systems cannot tolerate failure. The ~30-person engineering team delivers solutions such as Ground Control Station software for unmanned aerial systems (Ghost 150), .NET line-of-business applications for the Swiss Armed Forces (armasuisse Titan, seven lots, 2024–2028), real-time sensor visualization platforms, EMC (EMV) data processing systems, fleet management and car-controlling software, and dispatch platforms for mobility providers.

The underlying technology stack centers on .NET / C# backends, Angular/TypeScript single-page applications, PostgreSQL databases, and AI/ML integrations including Random-Forest classifiers for near-infrared microplastics analysis (935–1720 nm) and Custom GPT implementations for queryable enterprise knowledge bases (MicroBIB). The firm holds TISAX information security certification, EcoVadis Gold (2025), and documented compliance with DO-178C, EMAR, STANAG 4586, ISO 26262, and EU export-control regulation 2021/821, supported by security-screened personnel. Marquee customers include BMW, Mercedes-Benz, Volkswagen, Audi, Bosch, SIXT, Europcar, TÜV-Süd, AL-KO, and the Swiss Armed Forces, with relationships exceeding 25 years at BMW and TÜV-Süd and >950 projects delivered to >135 customers since inception.

The business model is professional services with bespoke project-based pricing (no public tier structure), quote-based engagements under multi-year contracts, and a sales-led direct go-to-market targeting Tier-1 primes, state buyers, automotive OEMs, and consortium partners via a confidential PGP-enabled channel with a 5-hour response commitment. Marketing is engineering-excellence-driven, relying on customer success stories, case studies, LinkedIn presence, regional press coverage, and defense industry events. Revenue and ARR are not publicly disclosed; the company is founder-owned, founder-managed, and operates without institutional investment.

Name

New Direction

Legal name

new direction GmbH

Website

https://newdirection.de

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

New Direction GmbH is a DACH custom software engineering firm (~30 engineers) founded in 1998, building mission-critical .NET/AI applications for aerospace, automotive, defense, and dual-use enterprise and government clients.

Ownership category

akta.pro rank

Product category

Custom Software Development & IT Consulting

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Management Consulting Services (54161)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Services-Management Consulting Services (8742)

akta.pro primary industry

Software Engineering & Application Modernization (BPAHAEAD)

akta.pro secondary industries

Emerging Tech (IoT, Blockchain, AR/VR, Edge) Consulting (BPAHAEAL), UI/UX Engineering & Front-End Modernization (BPAEAFAH)

Keywords

• Custom software development
• Mission-critical software engineering
• Aerospace defense IT consulting
• Dual-use system integration
• Automotive software solutions

Headquarters

HQ city

Neusäß

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Software Development & Engineering Services: Project-based custom software development for mission-critical systems across aerospace, automotive, defense, and dual-use sectors. Revenue derived from consulting, design, implementation, and maintenance engagements. Long-term client relationships (25 years with BMW, TÜV-Süd) generate recurring project revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

new direction GmbH is a custom software engineering and IT consulting company (not a SaaS vendor) that develops mission-critical software solutions for enterprise and government clients across aerospace, automotive, defense, and dual-use sectors. The firm combines .NET, Angular/TypeScript, and AI/ML capabilities (Random-Forest classifiers, Custom GPT) to build bespoke line-of-business applications, ground control station software, real-time sensor visualization platforms, and process automation tools. Engagements are project-based with multi-year support and lifecycle management contracts.

Product overview

new direction GmbH is a custom software engineering company (not a SaaS vendor) that develops mission-critical software solutions across aerospace, automotive, defense, and dual-use sectors. Their portfolio comprises multiple named products and modules including: the proprietary FACT System for car registration services, Real-Time Sensor Visualization Platform (Angular/TypeScript/C#/PostgreSQL), MicroBIB AI-based enterprise knowledge expert (Custom GPT), AI Microplastics Analysis System (Random-Forest/NIR imaging), Ground Control Station (GCS) software for drones (Ghost 150), EMV Data Processing System, Car Controlling/Fleet Management, SmartMold (digital twins/RFID for injection molding), Match2B agency matching platform, Dispatch Platform for mobility services, and DIA order management system. They also build Custom GPT solutions for knowledge retrieval and customer support automation. These are custom-engineered solutions for specific clients (SIXT, Europcar, TÜV Süd, Swiss Armed Forces, BMW, Audi, AL-KO) rather than packaged software products sold to multiple customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Ground Control Station (GCS) Software Mission-critical ground control station software for unmanned aerial systems (UAV/UAS), including real-time telemetry, sensor fusion, modular payload control, and STANAG-oriented interoperability. Built for defense and aerospace clients requiring fail-safe command and control.
• FACT System (Car Registration & Services) Proprietary system for car registration, deregistration, and related vehicle services, integrated into web applications for fleet management and FACT (car administrative authority) connection. Used by mobility providers such as SIXT.
• Real-Time Sensor Visualization Platform Web-based real-time visualization platform for distributed measurement stations that aggregates sensor data centrally, displays it via Angular/TypeScript SPA with C# backend, and stores time-series historical data in PostgreSQL.
• AI Microplastics Analysis System AI-based microplastics identification and analysis system using Random-Forest classifiers on near-infrared (NIR) camera imaging across the 935–1720 nm wavelength spectrum. Includes a reference library of over 20 microplastic and mineral samples for validation.
• MicroBIB Enterprise Knowledge Expert (Custom GPT) AI-powered 24/7 knowledge expert built on Custom GPT that enables natural-language querying of an entire company knowledge base, documents, and document management systems. Reduces telephone support volume by 90% per implementations.
• EMV Data Processing System Centralized web-based electromagnetic compatibility (EMV) measurement data processing solution with automated evaluation, visualization, and reporting. Integrates with various EMC software systems and vehicle state data.
• Car Controlling / Fleet Management Software Complete vehicle fleet management solution covering check-in/out, damage documentation, fleet controlling, and mobile tablet/desktop access. Used by mobility service providers and chauffeur/fleet operators.
• Dispatch Platform for Mobility Services Modern web-based dispatch platform for chauffeur and fleet services, with driver/vehicle management, interactive timeline scheduling via drag-and-drop, real-time traffic and flight data integration, and integrated ERP functions.
• Match2B Platform (Cross-Matching Algorithm) Digital platform with a cross-matching algorithm for agency partnership matching that automates evaluation processes for matching companies, entrepreneurs, and managers in the communications industry. Used in the DACH region.
• DIA (Digital Individual Application) Custom individual software for order management in vehicle preparation and processing. Includes digital order capture, location-based assignment, automated invoicing, and customer-specific pricing. Used by vehicle preparation service providers such as APZ GmbH.
• Armasuisse Titan .NET Line-of-Business Applications Seven lots of .NET line-of-business applications (Fachanwendungen) for the Swiss Armed Forces under the armasuisse Titan program, including code analysis, security review, and 3rd-level support for critical defense web applications. Contracted for 2024–2028.

Quantifiable outcome

• Process runtime reduction of up to 99%
• +4 more outcomes

Named customers28 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Ernst-Abbe-Hochschule JenacoreStrategic or Co-development PartnerResearch partnership in the SmartMold project developing RFID-embedded 3D-printed support structures integrated into injection-molded plastic components, creating digital twins for Industry 4.0 traceability and quality assurance. new direction provides software integration and data connectivity expertise.
• PRIME-teccoreStrategic or Co-development PartnerIndustry partner in the SmartMold research project, combining additive manufacturing, structural-mechanical optimization, and intelligent data connectivity for injection molding digital twins. new direction contributes software development and data integration capabilities.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/newdirection_de

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 New Direction