Critchlow
- Company typePrivate
- Founded1991
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Critchlow does
Critchlow Geospatial Limited is a privately held New Zealand location intelligence company founded in 1991 and headquartered in Wellington. The firm aggregates, curates, and distributes geospatial data, satellite imagery, and routing solutions for NZ enterprise, government, and SMB customers across banking and insurance, central and local government, primary industries, telecommunications, transport and service providers, and out-of-home advertising. Its core proprietary asset is NationalMap, a curated NZ GIS data platform covering all 2.3 million physical addresses, 118,000+ km of navigation-quality road network, LiDAR-derived digital elevation models, and points-of-interest data, with ISO 9001-accredited update cycles.
The company operates a multi-product portfolio spanning proprietary software (SwitchMyFleet, a free EV fleet evaluation tool that won the 2021 Geospatial World Innovation Award; Smart Routing for enterprise and small business; Risk Distribution and Independent Measurement Services), reseller products (MapInfo Pro, IQ Office), and the New Zealand Satellite Imagery Marketplace, which aggregates imagery from six global providers including Maxar, Capella Space (SAR), Pixxel (hyperspectral), SpaceWill, NTT Data, and Satellogic. Revenue mechanics combine subscription recurring (SecureWatch subscriptions ~NZ$7,000/year entry level, NationalMap, Smart Routing SMB), usage-based ($20/km² imagery downloads, 5 cents/km² streaming), one-time/perpetual licensing (MapInfo Pro), and freemium (SwitchMyFleet as a top-of-funnel lead generator). Government co-funding from EECA has supported SwitchMyFleet development.
Critchlow is founder-led, with Group Managing Director Steve Critchlow (NZIS Fellow, 2017) at the helm for over 35 years. The company employs 11–50 staff and operates primarily through direct enterprise sales supplemented by partner/reseller channels, with content marketing (50+ topic blog archives, whitepapers, webinars, case studies) as its primary demand-generation engine. Customer concentration is moderate, with named logos including Spark, Fonterra, EnviroWaste, Bluecurrent, Ministry of Education, Northland Waste, and FreshBake. No equity investment, M&A activity, or public listing has been disclosed; capitalisation has been supported solely by founder ownership and non-dilutive government grants.
Critchlow firmographics
Firmographics- Name
- Critchlow
- Legal name
- Critchlow Geospatial Limited
- Website
- https://critchlow.co.nz
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Critchlow industry classification
Industry- Product category
- Geospatial Analytics and Location Intelligence
- NAICS
- Surveying and Mapping (except Geophysical) Services (54137)
- akta.pro primary industry
- Location Intelligence, Analytics & Geospatial BI (BPAMANAE)
- akta.pro secondary industries
- GIS & Spatial Data Management Platforms (BPAMANAK), Satellite Imagery & Remote Sensing Geospatial Platforms (BPAMANAM), Remote Sensing & Geospatial Vision (satellite/drone imagery) (HDAAAEAL), Remote Sensing & Earth Observation Analytics (Satellite/UAV/LiDAR, Image Processing) (EUAHAKAD)
Keywords
Where Critchlow is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Critchlow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Satellite Imagery Subscriptions: Subscription-based access to satellite imagery from multiple global providers (Maxar SecureWatch, Capella Space SAR, Pixxel hyperspectral, Satellogic, SpaceWill) with tiered plans based on resolution, refresh frequency, and delivery method (download vs. streaming). Annual subscriptions for government and enterprise clients; ad-hoc tasking available.
- GIS Software Licensing: Distribution and licensing of third-party GIS software including MapInfo Pro (Pitney Bowes) with multiple edition tiers (Standard, Advanced) controlling feature functionality. Perpetual license model with version-specific serial numbers and activation codes.
- Location Data Products: Sale of NationalMap data products including roads, transport, address data (CNAR), points of interest, basemaps, multimodal routing networks, HPMV routing solutions, and emergency management basemaps. Delivered via subscription or one-time license with modular add-on pricing.
- Professional Services: Consulting, implementation, and integration services for geospatial solutions including datum migration, address validation, geocoding implementation, Policy on a Map deployments, and custom SAR/optical analysis. Also includes custom detection/classification model creation for insurers.
- SwitchMyFleet (Free Tool): Free-to-use fleet EV evaluation tool developed with EECA government co-funding. Functions as a lead generation/top-of-funnel asset rather than a direct revenue source, driving adoption of EV fleet planning services.
- Satellite Imagery Downloads and Streaming: Per-unit pricing for satellite imagery downloads ($20/km² for 30cm Maxar imagery) and streaming access (5 cents/km² at defined zoom levels). SecureWatch entry-level annual subscription approximately NZ$7,000/year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | SwitchMyFleet - Free |
| Subscription | Annual | Maxar SecureWatch - Entry Level |
| Unit Pricing | Pay-as-you-go | Maxar SecureWatch - Download Option |
| Usage-based | Annual | Maxar SecureWatch - Streaming Option |
| One time/ perpetual license | One time/ perpetual license | MapInfo Pro Licensing |
| Subscription | Monthly | Smart Routing for Small Business |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Critchlow product offering
Product offeringCore offering
Critchlow Geospatial provides location intelligence solutions built on proprietary geospatial data and technology for New Zealand organisations. Its offerings include the NationalMap curated NZ GIS data platform, the SwitchMyFleet EV transition modelling tool, the Satellite Imagery Marketplace aggregating multiple global satellite providers, and the Smart Routing route optimisation solution. The company also resells MapInfo Pro and IQ Office geocoding, and delivers independent measurement and risk distribution services.
Product overview
Critchlow Geospatial is a location intelligence company offering a portfolio of proprietary products and satellite imagery services. Core products include SwitchMyFleet (EV fleet evaluation tool), NationalMap (premium NZ mapping data), and the Satellite Imagery Marketplace (aggregating multiple satellite providers). The company resells MapInfo Pro and IQ Office, and offers satellite imagery from partners including Maxar SecureWatch, Capella Space SAR, Pixxel, SpaceWill, NTT Data AW3D, and Satellogic. Services include independent measurement services and risk distribution solutions. The platform is complemented by educational content including whitepapers and eBooks on geospatial enablement for primary industries.
Differentiator
Problem solved
Functional benefit
Brands
- NationalMap: Premium, curated GIS location data platform for New Zealand, including roads, addresses, and points of interest.
- SwitchMyFleet
- Satellite Imagery Marketplace
- IQ Office
- Smart Routing
Products and services
- SwitchMyFleet Free online fleet evaluation tool that compares total operating costs of internal combustion engine vehicles versus electric vehicles across New Zealand. Powered by NationalMap's road network (118,000+ km) and IQ Office geocoder covering all 2.3 million NZ physical addresses. Aimed at commercial fleet operators considering EV transition.
- NationalMap Premium, curated GIS location data and mapping platform for New Zealand covering roads, addresses, points of interest, multimodal routing networks, basemaps and emergency management basemaps. Includes digital elevation models (LiDAR at 1m where available). Delivered via subscription or perpetual license with modular add-ons. ISO 9001 accredited.
- Satellite Imagery Marketplace New Zealand's online marketplace aggregating multiple global satellite providers (Maxar, Capella Space, Pixxel, SpaceWill, NTT Data/AW3D, Satellogic) into a single portal. Offers optical, SAR and hyperspectral imagery with varying resolution, turnaround and pricing. Supports tasking, streaming and archive downloads.
- IQ Office Geocoder Authoritative New Zealand address geocoding service providing precise address validation across all 2.3 million physical addresses in NZ. Used for route optimization, EV fleet planning and address data quality assurance.
- MapInfo Pro Pitney Bowes MapInfo Pro GIS software resold and supported by Critchlow as the authorised New Zealand reseller. Available in Standard and Advanced editions with version-specific perpetual licences controlling feature functionality.
- Smart Routing for Small Business Subscription-based route optimisation solution for small businesses with direct-to-consumer delivery or pickup operations. Provides automated route planning with certainty in travel time, distance and destination accuracy, using NationalMap 3D road network and terrain data.
- Independent Measurement Services Independent spatial measurement, calculations and mapping services allowing information to be compared, verified and relied upon for regulatory and compliance purposes. Includes datum migration, address validation and geocoding implementation work.
- Risk Distribution Geospatial risk assessment and distribution solutions for insurance, banking and asset management industries. Supports asset and risk assessment using precisely geocoded address data and near real-time satellite imagery, including property-level risk profiling for underwriting and claims.
- Maxar SecureWatch Subscription Subscription satellite imagery service offering Maxar imagery up to 30cm resolution with data available within 48 hours of capture, plus access to 20 years of image archives. Includes Persistent Change Monitoring for hazards, coastal erosion, flood modelling and urbanisation. Entry-level subscription approximately NZ$7,000/year; downloads ~$20/km² and streaming ~5 cents/km².
Quantifiable outcome
- Fleet operators can save ~$50,000/year by optimising delivery routes with Smart Routing for Small Business (FreshBake case study)
- +4 more outcomes
Companies that use Critchlow
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles6 records
Critchlow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability7 records
Feature6 records
Critchlow partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Capella SpacecoreSince August 2021, Critchlow has partnered with Capella Space, the SAR industry's innovation leader, to bring self-service, high-quality, high-resolution SAR (Synthetic Aperture Radar) satellite imagery to the New Zealand market. SAR can penetrate cloud, smoke, and darkness, providing critical imaging capabilities unavailable with optical satellites. Capella Space enables in-browser tasking of SAR imagery for time-critical events like floods.
- Maxar TechnologiescoreCritchlow is the authorised reseller and integration partner for Maxar's satellite imagery products in New Zealand, including SecureWatch subscription service, EarthWatch, DigitalGlobe products, and high-resolution 30cm native imagery. Maxar provides unmatched integrated capabilities in Earth imagery, geospatial data, analytics, and satellite technology. Critchlow uses Maxar imagery to enhance NationalMap accuracy and offers Maxar's services through its Satellite Imagery Marketplace.
- NationalMapcoreNationalMap is a proprietary Critchlow-owned premium NZ-specific mapping and location data platform. Critchlow leverages NationalMap's road network, address data, elevation models, and routing capabilities across its product suite including SwitchMyFleet, Smart Routing, and NationalMap's own SaaS platform. NationalMap is 100% NZ-owned and operated, ISO 9001 accredited.
- IQ OfficecoreIQ Office provides authoritative NZ address geocoding integrated into Critchlow's SwitchMyFleet tool, enabling validation of all 2.3 million physical addresses in New Zealand for EV fleet route planning.
- Pitney Bowes (MapInfo)coreCritchlow is the authorised reseller and support provider for Pitney Bowes' MapInfo Pro GIS software in New Zealand. MapInfo Pro is available in Standard and Advanced editions with version-specific licensing.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Critchlow competitors and assessment
Company assessmentBroad incumbents
- Esri: Global GIS platform leader (ArcGIS) serving government, utilities, and commercial customers worldwide. Directly comparable as the dominant GIS/mapping platform provider, competing for the same analytics, asset management, and policy support use cases that Critchlow serves in NZ via its MapInfo Pro reselling and NationalMap offerings.
- HERE Technologies: Global location data and technology platform providing maps, routing, geocoding, and location intelligence for automotive, logistics, and enterprise customers. Comparable to NationalMap's routing and address data capabilities and Smart Routing's route optimization, though at global scale and with a different go-to-market motion.
- Mapbox: Developer-focused mapping and location platform offering maps, navigation, geocoding, and spatial analytics APIs. Comparable in providing geospatial platforms and routing APIs to enterprise customers, with overlapping use cases in logistics, transportation, and asset visualization.
- TomTom: Global location technology company providing maps, navigation, and traffic data. Comparable to Critchlow's routing and address capabilities via TomTom's APIs and map content, with overlapping use cases in fleet management, transportation, and logistics.
- Trimble: Global geospatial technology company providing mapping, surveying, and location intelligence solutions across agriculture, construction, transportation, and government. Comparable in offering enterprise location intelligence and geospatial data products, though at a much larger scale and with broader vertical coverage.
Direct peers
- Pitney Bowes (MapInfo): Pitney Bowes owns MapInfo Pro, which Critchlow resells in NZ. Direct peer in providing MapInfo-based GIS software, location data, and address validation tools. Competes in the same address geocoding and location intelligence space, particularly with insurance, government, and banking customers.
- Precisely: Precisely is both a listed partner of Critchlow (data integration capabilities) and a direct peer in address validation, geocoding, and data quality. Provides location intelligence and data integrity solutions to similar enterprise customers in banking, insurance, and government, with overlapping address data offerings.
- Eagle Technology: Eagle Technology is the authorized NZ distributor for Esri's ArcGIS platform and provides GIS consulting, geospatial data, and location intelligence services across NZ government and enterprise. Direct competitor in the same NZ GIS market, competing for similar banking, government, and primary industry accounts with overlapping solution portfolios.
Others
- Maxar Technologies: Maxar is Critchlow's primary satellite imagery partner and authorized reseller relationship in NZ. While not a direct competitor in the NZ market, Maxar could expand direct NZ presence, and its SecureWatch subscription underpins a meaningful portion of Critchlow's imagery revenue. Strategic dependency more than peer competition.
Regional players
- Land Information New Zealand (LINZ): NZ government agency responsible for land titles, surveying, and authoritative geospatial data (including NZ's geodetic system and aerial imagery). Comparable in providing authoritative NZ location data and addressing infrastructure; competes indirectly via free public datasets while also being a potential customer/partner for Critchlow's derived data services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Critchlow social profiles
Digital presenceCritchlow compliance and trust
Trust signalCompliance1 record
Critchlow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Critchlow leadership team
Management profileNumber of profiles
Profiles4 records
Critchlow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Critchlow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Critchlow
What does Critchlow do?
Critchlow Geospatial provides location intelligence solutions built on proprietary geospatial data and technology for New Zealand organisations. Its offerings include the NationalMap curated NZ GIS data platform, the SwitchMyFleet EV transition modelling tool, the Satellite Imagery Marketplace aggregating multiple global satellite providers, and the Smart Routing route optimisation solution. The company also resells MapInfo Pro and IQ Office geocoding, and delivers independent measurement and risk distribution services.
Is Critchlow a public or private company?
Critchlow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Critchlow founded?
Critchlow was founded in 1991. It employs 11 to 50 people.
Where is Critchlow based?
Critchlow is headquartered in Wellington, New Zealand, in the Oceania region.
How does Critchlow make money?
Six revenue lines are on record. Satellite Imagery Subscriptions are the primary driver. The others are GIS Software Licensing, location Data Products, professional Services, switchMyFleet (Free Tool) and satellite Imagery Downloads and Streaming.
Who are Critchlow's main competitors?
Broad incumbents on record are Esri, HERE Technologies, Mapbox, TomTom and Trimble. Direct peers are Pitney Bowes (MapInfo), Precisely and Eagle Technology. Maxar Technologies is listed as an others. Land Information New Zealand (LINZ) is listed as a regional player.
Does Critchlow have an API?
No public API is recorded for Critchlow.
What industry is Critchlow in?
Critchlow's product category is Geospatial Analytics and Location Intelligence. Its primary akta.pro industry code is BPAMANAE, Location Intelligence, Analytics & Geospatial BI, with a secondary code of BPAMANAK, GIS & Spatial Data Management Platforms. Its NAICS code is 54137.