MADA

What MADA does

MADA Marx Datentechnik GmbH is a second-generation, family-owned German manufacturer of RFID-based identification media and ID management software, headquartered in Villingen-Schwenningen with 90+ employees and operating since 1978. Its core products are RFID chip cards, plastic cards (in ISO and 10+ special formats), keyfob transponders (ceVo family including BLE and wood-housed variants), and wristband transponders, supported by proprietary security technology such as the Duogram™ hot-foil embossing feature and chip-programming capability spanning 25+ RFID platforms (LEGIC, MIFARE, DESFire, I-Code, NTag, EM, HITAG, smartMX with JCOP and FIDO2). The portfolio is rounded out with system hardware (card printers, RFID encoding systems, OEM desktop readers) and a software layer (ID.service SaaS for badge ordering and multi-tenant management, card management, visitor management, Windows authentication, and a digital smartphone ID).

Name

MADA

Legal name

MADA Marx Datentechnik GmbH

Website

https://mada.de

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

MADA Marx Datentechnik GmbH is a German, family-owned manufacturer of RFID identification media (chip cards, keyfobs, wristbands) and ID-management software (ID.service SaaS, visitor and Windows authentication), serving enterprise customers in aviation, insurance, hospitality, education, and corporate security markets since 1978.

Ownership category

akta.pro rank

Product category

RFID Identification Media and Credentialing Systems

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

akta.pro primary industry

Secure ICs, Smart Cards & Trusted Hardware (HDAHAAAJ)

akta.pro secondary industry

Endpoint & Mobile Asset Management (UEM/MDM Asset Controls) (BPAEAOAI)

Keywords

• RFID identification media
• Smart card manufacturing
• Employee badge systems
• Access control credentials
• Visitor management software

Headquarters

HQ city

Villingen-schwenningen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Products: Sales of RFID chip cards, plastic cards, key transponders, wristband transponders, and accessories. Products are customizable with various chip technologies, designs, and security features. Both standard ISO formats and special formats available.
2. Software/SaaS Services: ID.service web-based card management and ordering system. SaaS solution for employee badge ordering, visitor management, and ID card systems.
3. Professional Services: Individual consulting, project management, and implementation services. MADA.college training programs for RFID technology education. Card design and personalization services.
4. Card Printers and Systems: Sale of card printers, RFID encoding systems, and related hardware for ID management systems.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

MADA designs, manufactures, and personalizes RFID identification media — chip cards, plastic cards, keyfob transponders, and wristband transponders — produced in-house in Germany with proprietary Duogram™ security features. The company complements this hardware with the ID.service SaaS badge management platform, card printers, RFID encoding systems, OEM desktop readers, and MADA.college training, delivering end-to-end identification solutions for enterprise, education, hospitality, and aviation customers.

Product overview

MADA Marx Datentechnik is a German manufacturer of identification media and related systems, founded in 1978 and operating as a second-generation family business. The product portfolio centers on RFID-based identification solutions including RFID chip cards, plastic cards (in standard ISO format and 10+ special formats), keyfobs (ceVo family with 9 variants including BLE and wood options), and wristband transponders. Supporting hardware includes card printers, RFID encoding systems, and OEM desktop readers. The software portfolio includes ID.service (SaaS badge ordering/management), card management systems, visitor management, digital ID cards for smartphones, and Windows authentication. Services include MADA.college (RFID training), individual consulting, and full-service manufacturing (design, production, encoding, finishing) all in-house at their Villingen-Schwenningen facility. Security features include Duogram™ holographic embossing and various anti-counterfeiting printing techniques.

Differentiator

Problem solved

Functional benefit

Brands

• ID.service: SaaS solution for employee badge management, offering web-based ID card ordering, multi-tenant management, personalized permissions, and integration with time and access control systems.
• MADA.college
• ceVo
• classic
• eco
• clap
• Duogram

Products and services

• RFID Chip Cards Versatile RFID chip cards for transmitting authorization certificates. Individually designed, encoded with chip technologies including LEGIC, MIFARE, DESFire, I-Code, NTag, EM, HITAG, and smartMX, and manufactured in-house in Germany with comprehensive data encryption for secure data exchange.
• Plastic Cards (Plastikkarten) Individually designed, long-lasting, versatile plastic cards for universal ID use. Available in 10+ special formats (Xtended tiny/small/slim, Xtended, XL, QL, QLplus, XXL, XXLplus, XXLbig) and configurable with RFID chips, contact chips, magnetic stripes, barcodes, QR codes, and security features.
• Keyfob Transponders (ceVo Product Family) Keyfob product family with multiple variants: ceVo (ultrasonically welded stainless steel), ceVo+ (customizable lid, iF Product Design Award 2013), ceVoNEO (neon colors), ceVood/clapVood (wooden housing), ceVo BLE (RFID + Bluetooth Low Energy), classic (printable lid), eco (click-in lid), and clap/clapNEO (integrated bottle opener). Compatible with standard RFID readers and major chip technologies.
• Wristband Transponders Waterproof RFID wristband transponders with robust Novodur plastic housing combined with comfortable silicone or nylon/Perlon straps. Designed for visitor and access management with durable, reliable identification in high-wear environments.
• ID Media Accessories Accessories for identification media products including card covers, card holders, card yo-yos, brace clips, grippers, lanyards, and mounting kits for wristband transponders. Sold as a dedicated product line supporting MADA cards and transponders.
• ID.service (SaaS Badge Management) Web-based SaaS platform for employee badge ordering and management with role-based access, multi-tenant support, customized workflows, photo upload tools, and data export. Used by enterprise customers such as Gategourmet Germany (17 layouts across 5 companies) and Vienna Insurance Group.
• Card Management System (Ausweismanagement) Comprehensive employee ID badge management system for companies covering badge creation, encoding, and ongoing administration integrated with MADA's chip programming capabilities.
• Visitor Management System (Besucherverwaltung) Intelligent visitor management system for visitor registration, tracking, and access control in enterprise and facility environments.
• Digital ID Card (Mobile Credential) Digital employee ID card for smartphones enabling mobile-based identification and access control as a complement to physical RFID credentials.
• Windows Authentication Solution Secure Windows authentication using MADA RFID cards or transponders for computer login, logout, and screen lock functionality.
• Card Printers (Kartendrucker) Card printers for in-house ID media production, optimized for various ID card printing requirements and supported by MADA's consumables and service offering.
• RFID Encoding Systems Autonomous RFID encoding systems for in-house encoding and programming of RFID chips in identification media, supporting MADA's multi-chip programming capabilities.
• OEM Desktop Readers (OEM-Tischleser) Desktop RFID readers designed for integration into customer badge management systems and enrollment workstations.
• MADA.college Training Program Structured training program offering foundational and advanced RFID courses, custom training sessions, and events for system integrators, partners, and end customers, established alongside the 2014 building expansion.

Quantifiable outcome

• Tool costs for Duogram™ security feature are less than 10% of real hologram costs
• +2 more outcomes

Named customers2 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Bavaria Zeitsysteme GmbH (bzs)coreTechnology or IntegrationTime management systems partner. Long-standing partner company of MADA, involved in projects like Gategourmet implementation.
• dormakaba Deutschland GmbHcoreTechnology or IntegrationAccess control and time management solutions provider. Major technology partner for MADA's ID systems integration.
• Legic Identsystems AGcoreTechnology or IntegrationLEGIC chip technology provider. MADA supports LEGIC MIM256, MIM1024, ATC, and CTC chip variants.
• HID Global CorporationcoreTechnology or IntegrationTrusted identity solutions provider. Technology partner for secure credential solutions.
• cards-x GmbHminorChannel Partner/ Reseller/ DistributorCard technology reseller partner.
• NXPcoreTechnology or IntegrationChip technology provider for MIFARE and other RFID chips used in MADA products.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Identiv: US-based manufacturer of RFID transponders, smart cards, and secure identification media serving enterprise, government, and IoT markets. Directly comparable to MADA's RFID card and keyfob business in product category and customer use cases.
• CPI Card Group: US-based manufacturer of financial, commercial, and ID card products with in-house production capabilities. Directly comparable in card manufacturing operations and customer mix.
• Evolis: French manufacturer of card printers and personalization systems. Already a MADA partner and direct peer in the card issuance hardware category that MADA distributes alongside its own media.
• Matica Technologies: Germany-headquartered manufacturer of card issuance and personalization systems. Closest geographic and product peer to MADA, also operating as a MADA partner in card issuance solutions.
• CardLogix: US-based smart card manufacturer and integrator offering cards, readers, and personalization software for enterprise and government ID programs. Comparable niche focus on customizable secure credentials.
• ABCorp (American Banknote Corporation): Manufacturer of secure identification products including plastic cards, RFID credentials, and ID solutions for government and commercial customers. Comparable in manufacturing scope and security focus.

Broad incumbents

• IDEMIA: Global leader in secure identity solutions, including smart cards, biometric credentials, and access control. Operates at vastly larger scale but overlaps with MADA in physical ID media for enterprise and government customers.
• HID Global (Assa Abloy): World's largest secure identity provider, offering RFID cards, readers, and credential management software. Both a MADA technology partner and broader incumbent competing for enterprise badge and access control RFPs.
• Giesecke+Devrient: German-headquartered secure payment and identity solutions provider with deep enterprise and government credentials business. Comparable in geographic base (Germany) and customer overlap with MADA.
• Thales (Digital Identity & Security): Global digital identity and security provider following the Gemalto acquisition. Competes in smart cards and secure credentials for enterprise and government; Gemalto is also listed as a MADA partner.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcGlkiJVCvfcPJ5fU_cLI_w
• Facebookfacebook.com/MADAMARXDATENTECHNIK
• LinkedInlinkedin.com/company/mada-marx
• Instagraminstagram.com/mada.marx_datentechnik/?hl=de

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 MADA