Ellie

What Ellie does

Ellie LLC, operating as EllieLab, is a Wisconsin-based specialty diagnostics company founded in 2013 that manufactures veterinary and human diagnostic test kits built primarily on Fluorescence Polarization (FPA) and ELISA technologies. Its product portfolio centers on brucellosis detection (Brucella FPA family, Brucella OPS iELISA, Brucella cELISA), bovine tuberculosis (TB FPA, TB iELISA Chimera co-developed with Embrapa Brazil, TB GAMMA interferon gamma release assay), equine infectious anemia (EIA FPA), and cattle reproductive management (patent-pending P4 FPA milk progesterone assay). A flagship instrument, the Sentry 300 portable fluorescence polarization reader, paired with the FP Calibration Kit and an Excel-based SentryTools Add-in, forms an instrument-reagent-software ecosystem that locks customers into Ellie consumables and enables both laboratory and field testing across multiple animal species.

The company's differentiation rests on its proprietary OPS antigen chemistry, which enables DIVA (Differentiating Infected from Vaccinated Animals) capability critical to brucellosis eradication programs, and on USDA-reported 99.994% specificity for the RBT+FPA testing system. Products are validated against EU Council Directive 64/432/EEC and OIE standards, and the company maintains multilingual distribution (English, Spanish, Serbian). Manufacturing is vertically integrated through its wholly-owned GMP-certified subsidiary Biotehnika in Serbia, supporting regulatory-grade production capacity for international markets.

Ellie generates revenue through direct sales of test kits in multiple configurations (250 and 1,000 test formats; 2-plate and 5-plate ELISA kits), instrument hardware (Sentry 100, 200/2000, and 300), calibration consumables, and reference publications. Its go-to-market is sales-led and relationship-driven, with pricing quoted on request via phone and email and direct consultation on testing organization and disease eradication program implementation. End customers span livestock producers, veterinarians, government animal health authorities, equine owners, dairy operations, and human medical diagnostics users, with no publicly disclosed named logos or revenue figures.

Name

Ellie

Legal name

Ellie LLC

Website

https://ellielab.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Ellie LLC (EllieLab) is a Wisconsin-based manufacturer of veterinary and human diagnostic test kits built on Fluorescence Polarization and ELISA technologies, serving livestock producers, veterinarians, animal health authorities, and dairy operations worldwide with brucellosis, TB, EIA, and reproductive management assays.

Ownership category

akta.pro rank

Product category

Veterinary Diagnostics

NAICS

Veterinary Services (541940)

SIC

In Vitro & In Vivo Diagnostic Substances (2835), Laboratory Analytical Instruments (3826)

akta.pro industry

PRIMARYHLAMAFAI

Laboratory & Point-of-Care Diagnostic Devices (Analyzers, Test Kits, Microscopy)

Healthcare & Life Sciences/Veterinary & Animal Health/Veterinary Medical Devices & Supplies

SECONDARYHLAMADAC

Veterinary Microbiology & Infectious Disease Testing (Culture/PCR/Serology)

Healthcare & Life Sciences/Veterinary & Animal Health/Veterinary Diagnostics (Labs & Imaging)

SECONDARYHLAMADAL

Food Animal & Herd Health Diagnostics (Surveillance, Production Medicine Lab Testing)

Healthcare & Life Sciences/Veterinary & Animal Health/Veterinary Diagnostics (Labs & Imaging)

Keywords

• Veterinary diagnostic kits
• Fluorescence polarization assays
• Brucellosis testing
• Bovine tuberculosis testing
• Animal disease diagnostics

Headquarters

HQ city

Germantown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diagnostic Test Kits: Sale of veterinary and human diagnostic test kits including Brucella FPA, Brucella OPS iELISA, Brucella cELISA, EIA FPA, P4 FPA, TB iELISA Chimera, TB FPA, and TB GAMMA. Products are sold in kit formats (250 tests, 1000 tests, or 2-plate/5-plate configurations).
2. Diagnostic Instruments (Sentry Series): Sale of fluorescence polarization instruments including Sentry 100, Sentry 200/2000, and Sentry 300 portable readers. These instruments are required to run the FPA diagnostic tests.
3. Reference Publications: Sale of the Brucellosis Field, Laboratory and Reference Manual authored by Dr. Michael J. Gilsdorf, a comprehensive guide on brucellosis control and eradication programs.
4. Calibration Kits and Consumables: FP Calibration Kit (FPCAL) for calibrating Sentry FP instruments. Single-use kit containing lyophilized standards and phosphate buffer.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Ellie (EllieLab) manufactures and sells veterinary and human diagnostic test kits built primarily on Fluorescence Polarization (FPA) and ELISA technologies. The portfolio covers brucellosis detection (Brucella FPA family, Brucella OPS iELISA, Brucella cELISA), bovine tuberculosis (TB FPA, TB iELISA Chimera, TB GAMMA), equine infectious anemia (EIA FPA), and bovine reproduction management (P4 FPA), supported by the Sentry 300 portable FPA reader, calibration consumables, and a reference manual on brucellosis control.

Product overview

Ellie (EllieLab) is a diagnostic test kit manufacturer offering a comprehensive portfolio of veterinary and human diagnostic products based primarily on Fluorescence Polarization (FPA) and ELISA technologies. The product suite centers on infectious disease detection for brucellosis (Brucella FPA family, Brucella OPS iELISA, Brucella cELISA), bovine tuberculosis (TB FPA, TB iELISA Chimera, TB GAMMA), equine infectious anemia (EIA FPA), and cattle reproduction management (P4 FPA). Supporting these test kits is the Sentry 300 portable fluorescence polarization reader, FP Calibration Kit, and the Brucellosis Field/Laboratory Reference Manual. The company operates from Wisconsin, USA with GMP-certified manufacturing through subsidiary Biotehnika in Serbia.

Differentiator

Problem solved

Functional benefit

Products and services

• Brucella FPA (B1001) Fluorescence polarization test kit that detects antibodies against smooth Brucella species (B. abortus, B. melitensis, B. suis) in serum, plasma, and milk samples, with OPS antigen response for differentiating vaccinated from infected animals.
• Brucella FPA II (B1002) Updated FPA test kit containing a mix of A and M tracers for detecting B. melitensis and B. abortus antibodies, using an improved sample diluent formulation for more consistent data on negative animal populations.
• Brucella FPA Medical (B1003) Qualitative fluorescence polarization test for detecting antibodies specific for smooth colony-producing Brucella species (B. melitensis, B. abortus, B. suis) in human patient serum.
• Brucella FPA Milk (B1004) Qualitative fluorescence polarization test for detecting Brucella antibodies in individual or bulk milk samples, performable in the field for quick herd status assessment.
• Brucella OPS iELISA Cattle (B1110) Semi-quantitative indirect ELISA for detecting B. abortus O-chain polysaccharide antibodies in cattle; tests individual or pooled serum and individual or bulk milk samples, with higher specificity and sensitivity than classic LPS-based iELISA.
• Brucella OPS iELISA Sheep & Goats (B1113) Indirect ELISA using OPS antigen for detecting Brucella antibodies in sheep and goats, applicable to individual or bulk serum or milk samples.
• Brucella OPS iELISA Swine (B1115) Indirect ELISA using OPS antigen for testing swine samples, providing superior specificity and sensitivity for eradication, movement testing, and export/import purposes.
• Brucella cELISA (B1300) Competitive ELISA test for multiple species (cattle, sheep, goats) based on Brucella abortus LPS antigen, fully compliant with EU Council Directive 64/432/EEC and used for confirmatory or screening testing in vaccinated and non-vaccinated populations.
• EIA FPA (E1001) Qualitative fluorescence polarization test for detecting equine infectious anemia virus antibodies in horse serum using a synthetic peptide tracer for non-subjective results, recommended as an AGID assay replacement or field assay.
• P4 FPA (P1001) Quantitative milk progesterone assay using Fluorescence Polarization technology (patent-pending), detecting progesterone levels in cattle milk to identify open cows from day 18 post-insemination, detect silent estrus, and identify pathological reproductive conditions.
• TB iELISA Chimera (T1100) Indirect ELISA using chimeric protein with MPB70, MPB83, and ESAT-6 antigens from Mycobacterium bovis, co-developed with Embrapa Brazil, capable of detecting anergic animals without prior stimulation as a qualitative test for bovine serum.
• TB FPA (T1001) Qualitative fluorescence polarization assay for detecting Mycobacterium bovis antibodies in bovine serum using fluorescein-labeled peptide containing MPB70 protein sequence, run as a homogeneous liquid-phase assay requiring no washing steps.
• TB GAMMA (T1200) Interferon Gamma Release Assay (IGRA) ELISA for bovine tuberculosis that detects cellular immune response in vitro using purified avian and bovine tuberculin antigens, providing high sensitivity for detecting positive animals in a herd.
• Sentry 300 Portable single-tube fluorescence polarization reader for field and laboratory use, featuring a 32-bit microprocessor, 2700mAh internal battery, 2000 reading memory, USB connectivity, and computer control via Excel Add-in (SentryTools), reading in approximately 1.5 seconds.
• FP Calibration Kit (FPCAL) Single-use calibration kit for Sentry FP Tube instruments containing lyophilized low and medium polarization standards and 0.01M phosphate buffer pH 7.2 for reconstitution.
• Brucellosis Field, Laboratory and Reference Manual Reference manual authored by Dr. Michael J. Gilsdorf covering the history and methods for fighting brucellosis, prepared for livestock producers, veterinarians, and animal health authorities.

Quantifiable outcome

• 99.994% specificity for RBT+FPA testing system (USDA reported)
• +4 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Embrapa Beef Cattle (Brazil)coreStrategic or Co-development PartnerEmbrapa Beef Cattle in Campo Grande, Brazil developed the TB iELISA Chimera kit under the leadership of Dr. Flabio Araujo. The kit has been licensed, co-developed, and validated in a joint effort between Embrapa and Ellie. The final product is continuously being validated and optimized and is currently on the market. The collaboration combines Embrapa's research expertise with Ellie's manufacturing and commercialization capabilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Randox Laboratories: Diagnostics manufacturer with a veterinary product line including brucellosis and other livestock assays; competes on serology kits and instruments. Broader clinical diagnostics portfolio than Ellie.
• IDEXX Laboratories: Dominant global player in veterinary diagnostics with livestock and companion animal test kits (including brucellosis and TB screening). Overlaps with Ellie on brucellosis serology but operates a much broader portfolio across reference labs, imaging, and software.
• Thermo Fisher Scientific (Animal Health Diagnostics): Acquired Prionics, a major provider of bovine TB, brucellosis, and BSE diagnostics kits. Competes with Ellie's TB iELISA Chimera, TB FPA, and Brucella product lines while leveraging global commercial reach.
• Zoetis: Largest animal health company; offers livestock diagnostics alongside therapeutics and vaccines. Overlaps with Ellie in cattle TB and brucellosis programs but at a much broader portfolio scale.

Direct peers

• Bio-Rad Laboratories: Long-standing manufacturer of Brucella serology tests (Rose Bengal, SAT, iELISA) used by national veterinary programs. Directly competes with Ellie's Brucella FPA, OPS iELISA, and cELISA kits and shares the same reference-lab buyer set.
• IDVet: French veterinary diagnostics manufacturer specializing in ELISA and PCR kits for livestock infectious diseases, including brucellosis and bluetongue. Closely comparable niche player with similar GTM targeting national veterinary labs.
• Indical Bioscience: Spun out of Qiagen's animal health division; manufactures veterinary diagnostic kits for brucellosis, BVD, and other livestock pathogens with global distribution. Direct competitor to Ellie's ELISA portfolio in the livestock serology segment.
• Agrolabo: Italian veterinary diagnostics manufacturer producing ELISA kits for brucellosis, BVD, and other livestock diseases with Mediterranean and Latin American distribution. Similar size and product focus to Ellie.
• Biovet (Quebec): Canadian veterinary biologics and diagnostics supplier offering brucellosis and TB-related testing reagents. Comparable niche livestock diagnostics manufacturer with similar target buyer profile.

Others

• Eurofins Scientific: Global testing-services network including veterinary diagnostics; often a buyer of kit technologies and a competitor when offering in-house brucellosis/TB testing services. Related rather than directly substitutable, but compete for the same reference-lab budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ellie-llc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Ellie