Roedan Embedded Systems

What Roedan Embedded Systems does

Roedan Embedded Systems Limited is a UK-based embedded systems engineering consultancy founded in 2010 by Andrew Hurd and Christopher Cope, operating from Stone, Staffordshire with a registered office in Cheadle. The company delivers end-to-end hardware, firmware, and software design services across telecommunications, telematics, power/energy, oil & gas, farming, and IoT verticals, with particular specialisation in ultra-low-power device engineering that enables maintenance-free, solar-powered, and long-life battery-operated products. Beyond professional services — including Engineering Consultancy, CTO as a Service (CTOaaS), and Business Agility Transformation — Roedan has developed a proprietary product portfolio anchored by the Yaftie dual-band GNSS sensor fusion platform, the Scorpion Mark II BLE/NB-IoT sensor platform, the Roedan Tracking GPS fleet management solution (device + SaaS), and supporting tooling such as the Blue Banana iOS testing framework and Loopy/Looper Ethernet ring networking hardware.

The business operates as a privately held, founder-controlled micro-enterprise with 1-10 employees and no disclosed external funding. Revenue is generated through three mechanics: professional services engagements, hardware sales of tracking devices, and subscription fees for the Roedan Tracking platform. The go-to-market is sales-led, direct-to-enterprise, with primary verticals in telecommunications, telematics, power, and fleet management, complemented by named partnerships with Intento Solutions and Sony Semiconductor Solutions. Quantified outcomes include solar-powered telematics devices deployed in insurance applications, hardened RF beacons rated for 10-year lifespan in harsh environments, and 50 automated vending machines deployed across the UK with exports to Europe and the Middle East.

The 2025 product launches across Yaftie, Roedan Tracking, and Blue Banana represent a strategic pivot from pure consultancy toward productised, recurring-revenue offerings, while AI/ML capabilities — including edge-based fall detection, anomaly detection for road conditions and crash events — are embedded as features within the hardware platforms rather than marketed as standalone AI products.

Name

Roedan Embedded Systems

Legal name

Roedan Embedded Systems Limited

Website

https://roedan.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Roedan Embedded Systems is a UK-based embedded engineering consultancy and product developer specialising in ultra-low-power hardware, firmware, and IoT solutions. It serves telecommunications, telematics, power, and fleet management clients through consultancy, CTOaaS, and proprietary platforms like Yaftie and Roedan Tracking.

Ownership category

akta.pro rank

Product category

Embedded Systems Engineering Services

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Other Communications Equipment Manufacturing (334290)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Communications Equipment, Nec (3669)

akta.pro primary industry

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)

akta.pro secondary industries

OEM Embedded Connectivity & Telematics Platforms (TLAEAFAA), Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling) (HDAHAFAE)

Keywords

• Embedded systems engineering
• Ultra-low-power design
• IoT sensor platforms
• Telematics hardware
• Fleet management software

Headquarters

HQ city

Cheadle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Engineering Consultancy Services: Technical consultancy services providing expertise in embedded systems development, electronics design, and software implementation. Delivers tailored solutions across telecommunications, automotive, industrial control, and power sectors.
2. CTO as a Service (CTOaaS): Fractional chief technology officer services providing strategic tech leadership, product development guidance, and technology alignment with business goals without full-time executive commitment.
3. Business Agility Consulting: Organisational transformation services including business agility training, leadership coaching, and team workshops to help companies adapt quickly to change.
4. Roedan Tracking - Device Sales: Sale of GPS tracking devices for vehicle and asset monitoring. Customers can purchase devices separately or as part of complete solutions.
5. Roedan Tracking - Platform Subscription: Fleet management software platform with real-time GPS tracking, customisable reports, and operational visibility. Offered as subscription service.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Roedan Embedded Systems delivers full lifecycle embedded software and hardware development services, covering ultra-low-power device design, electronics, firmware, systems integration and CTO-level advisory. It complements consultancy with proprietary products including the Yaftie ultra-low-power sensor fusion platform, Scorpion Mark II IoT sensor platform, Roedan Tracking GPS fleet management platform and devices, Loopy/Looper industrial Ethernet ring hardware, and the Blue Banana iOS RF testing framework.

Product overview

Roedan Embedded Systems operates as an embedded systems engineering consultancy offering a portfolio of proprietary products and professional services. Their core product line includes Yaftie (an ultra-low-power sensor fusion development platform), Scorpion Mark II (BLE/NB-IoT IoT sensor platform), and Roedan Tracking (GPS fleet management platform), complemented by Blue Banana (iOS testing framework) and Loopy/Looper (Ethernet ring networking hardware). These are supported by professional services including Engineering Consultancy, CTO as a Service, Business Agility Services, and Ultra-Low-Power IoT & Telematics Design Services. The company specialises in end-to-end solutions spanning electronics design, embedded software development, and systems integration across telecommunications, automotive, industrial control, power, IoT, and telematics sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Yaftie: Ultra-low-power sensor fusion platform with advanced positioning capability, low power terrestrial and non-terrestrial communications, a sensor fusion hub, and efficient power management in a small form factor (40mm x 55mm PCB).
• Scorpion
• Roedan Tracking
• Blue Banana

Products and services

• Engineering Consultancy Services Engineering consultancy across ultra-low powered systems, industrial control and protection, tracking and asset management, industrial automation, geosystems, power and energy systems, and automotive systems, delivered to enterprises needing multidisciplinary embedded expertise.
• CTO as a Service (CTOaaS) Fractional CTO advisory providing strategic technology leadership, product development guidance and business-technology alignment for tech startups, SaaS companies, fintech firms, AI-driven organisations and product-based businesses.
• Business Agility Services

Quantifiable outcome

• Solar-powered telematics device operates independently without external hardware or constant power source
• +2 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and notable.

• Intento SolutionscoreStrategic or Co-development Partner · 1 January 2016Innovative partnership collaboration leading to unique products including the Pic n Mix automated vending machine and a groundbreaking telematics partnership. Co-developed solutions combining hardware and software expertise.
• Sony Semiconductor SolutionsnotableTechnology or IntegrationSony Semiconductor Solutions recognises Roedan's capabilities and Yaftie's unique features to demonstrate their GNSS technology and help clients explore, test and develop high precision low power systems. Yaftie platform showcases Sony's advanced GPS/GNSS solutions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cambridge Consultants: UK-based product development and engineering consultancy that designs embedded hardware, firmware, and wireless systems for telecoms, industrial, and medical clients; directly comparable to Roedan in combining bespoke consulting with proprietary platform IP.
• Particle: IoT development platform offering cellular and Wi-Fi hardware modules, a device cloud, and integrated firmware tools; closely comparable to Roedan's Yaftie and Scorpion platforms in targeting rapid IoT/telematics prototyping and production.
• Ezurio (formerly Laird Connectivity): Bluetooth, LoRa, and cellular IoT module and dev kit provider for industrial and telematics OEMs; comparable to Roedan's BLE/NB-IoT/LoRa multi-protocol sensor fusion capabilities in Scorpion Mark II.
• Blues Wireless: Developer of low-power cellular IoT modules, notably the Notecard, used for asset tracking and remote sensor applications; comparable to Roedan's Yaftie/Scorpion positioning as off-the-shelf low-power cellular dev platforms.
• SODAQ: Low-power IoT hardware developer producing solar-powered tracking and sensor boards for asset tracking, agriculture, and logistics; directly comparable to Roedan's solar-powered telematics and Scorpion sensor platform offerings.

Broad incumbents

• Samsara: Large-scale fleet management and industrial IoT platform with hardware devices, telematics SaaS, and broad operational visibility; the established incumbent that Roedan Tracking must differentiate against in the fleet segment.
• Geotab: Global fleet management and telematics platform serving enterprise fleets with hardware and analytics; comparable to Roedan Tracking's fleet SaaS offering as a dominant incumbent in the same product category.

Emerging players

• Augury: Industrial IoT and AI-based asset health monitoring platform for manufacturing and facilities; partial overlap with Roedan's predictive maintenance, anomaly detection, and AI/ML on edge devices work.
• Eseye: UK-headquartered managed IoT connectivity provider specialising in cellular IoT, multi-IMSI SIMs, and device management for telematics and asset tracking; overlapping with Roedan Tracking and Roedan's IoT/telematics vertical work.

Others

• Nordic Semiconductor: Supplier of low-power Bluetooth, cellular IoT, and Wi-Fi SoCs widely used in telematics and asset tracking devices; adjacent enabling vendor whose components Roedan integrates in Scorpion and Yaftie platforms.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/RoedanEmbedded
• YouTubeyoutube.com/@Roedan
• Facebookfacebook.com/roedanembedded
• LinkedInlinkedin.com/company/roedan-embedded-systems-limited/?originalSubdomain=uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Roedan Embedded Systems