SSI

What SSI does

SubSurface Instruments, Inc. (SSI) is a privately held US manufacturer founded in 1996 and headquartered in De Pere, Wisconsin. The company engineers, manufactures, and distributes subsurface locating equipment for utility professionals, including magnetic locators (ML series), pipe and cable locators (PL-VF series, PL-3000, WIC), electronic and acoustic leak detectors (LD series, LC-5000, Enigma data loggers with hydrophone options), and specialty locators such as the BHG Bore Hole Gradiometer, the MUL Magnetic Underwater Locator, and the AML Pro/Plus All Materials Locators. The AML line is built around patented ultra-high radio frequency (2.45 GHz) technology that detects density differences, allowing it to locate non-metallic PVC and PE pipes that conventional magnetic locators cannot identify, while the MUL is rated for ferrous-object detection at 1,000+ feet of water depth using titanium-housed sensors.

SSI's business model is B2B hardware sales through an authorized global dealer network spanning 90+ countries and 6 continents, supplemented by direct enterprise sales and a website-driven dealer locator. Products carry CE, RoHS, and FCC certifications and are marketed under a "Made in the USA" positioning. The company serves seven primary vertical segments — water and sewer utilities, construction and excavation, gas and oil pipelines, telecommunications, electrical power, military and munitions response, and public works — plus third-party contract locators. Pricing is not publicly disclosed and quotes are handled dealer-by-dealer or via direct contact. Customer engagement is reinforced through factory training sessions in Green Bay, a trade-in program, warranty registration, and a YouTube tutorial library that supports product adoption rather than driving a transactional self-serve motion.

Name

SSI

Legal name

SubSurface Instruments, Inc.

Website

https://ssilocators.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

SSI (SubSurface Instruments, Inc.) is a De Pere, Wisconsin-based manufacturer of magnetic locators, pipe and cable locators, leak detectors, correlators, and specialty subsurface locators, serving water, sewer, gas, power, telecom, construction, and military customers across 90+ countries through a global dealer network.

Ownership category

akta.pro rank

Product category

Underground Utility Locating Equipment

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Test & Measurement Equipment (Oscilloscopes, DAQ, signal analyzers, calibration benches) (IMAGAFAC)

Keywords

• Underground utility locators
• Magnetic pipe locators
• Leak detection equipment
• Subsurface locating instruments
• Ground fault locators

Headquarters

HQ city

De Pere

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels3 records

Marketing channels6 records

Core offering

SSI (SubSurface Instruments, Inc.) engineers, manufactures, and distributes precision underground locating equipment. The portfolio includes magnetic locators, pipe and cable locators, leak detectors, leak correlators, borehole gradiometers, ground fault locators, and specialty locators such as the AML (All Materials Locator) series using patented ultra-high radio frequency technology to detect PVC, PE, and other non-metallic buried objects. All products are manufactured in the USA at the company's De Pere, Wisconsin facility.

Product overview

SSI (SubSurface Instruments, Inc.) is a manufacturer and distributor of precision underground locating equipment founded in 1996. The product portfolio consists of standalone hardware devices organized into five main categories: Magnetic Locators (ML-1, ML-1M, ML-3S, ML-3 Long) for detecting ferrous metals; Pipe and Cable Locators (PL-VF series, PL-TT, PL-3000, WIC) for utility line tracing; Leak Detection equipment (LD series electronic detectors, Listening Sticks) for water infrastructure; Leak Correlators (LC-5000, Enigma series data loggers with hydrophone options) for advanced acoustic leak pinpointing; and Specialty Locators including the BHG Bore Hole Gradiometer and MUL Magnetic Underwater Locator for specialized applications, plus the AML All Materials Locator Pro/Plus using ultra-high frequency radio wave technology for detecting non-metallic pipes. All products are designed and manufactured in the USA for utility professionals in water, sewer, gas, power, telecom, and construction industries.

Differentiator

Problem solved

Functional benefit

Brands

• AML Pro: All Materials Locator Pro - Advanced scientific instrument utilizing ultra-high radio frequencies to find differences in densities for locating PVC & PE pipes and other objects.
• AML Plus

Products and services

• ML-1 Magnetic Locator Magnetic locator for detecting ferrous metal objects underground. Designed for utility professionals, surveyors, and excavators.
• ML-1M Magnetic Locator Magnetic locator model with enhanced features for subsurface ferrous metal detection.
• ML-3S (40") Magnetic Locator Short 40-inch magnetic locator for subsurface ferrous metal detection in tight or shallow environments.
• ML-3 Long (55") Magnetic Locator Extended 55-inch magnetic locator for deeper subsurface ferrous metal detection.
• BHG Bore Hole Gradiometer Specialty locator that detects large ferrous metal objects by being lowered into drilled boring holes. Features a sensitivity radius of ± 8 feet. Used for munitions response, environmental remediation, and deep ferrous object surveys.
• MUL Magnetic Underwater Locator Underwater locator that finds ferrous metal objects immersed in 1,000+ feet of water. Sensors are housed in machined titanium for superior durability. Used for underwater munitions response, salvage, and infrastructure surveys.
• PL-VF10R Pipe and Cable Locator Variable frequency pipe and cable locator with advanced features for tracing buried utilities.
• PL-VF10 Pipe and Cable Locator Variable frequency pipe and cable locator for utility professionals.
• PL-VF3R Pipe and Cable Locator Variable frequency pipe and cable locator with ruggedized design.
• PL-VF3 Pipe and Cable Locator Variable frequency pipe and cable locator for locating buried utilities.
• PL-TT Pipe and Cable Locator Pipe and cable locator with combined transmitter and receiver functionality.
• PL-3000 Pipe and Cable Locator Advanced pipe and cable locator for professional utility locating.
• WIC Wireless Inductive Clamp Wireless inductive clamp for non-intrusive signal application on pipes and cables during locating.
• LC-5000 Correlator Advanced leak correlator that pinpoints leak locations in buried pipelines by correlating leak noise between sensors.
• Enigma 3 Standard Data Loggers Data logging system for leak detection and correlation in water distribution networks.
• Enigma 8 Standard Data Loggers Expanded 8-sensor data logging system for larger leak detection surveys across water distribution networks.
• Enigma 3 Hydrophone Loggers Hydrophone-based data loggers for underwater leak detection in water pipelines.
• Enigma Hydrophone Hybrid Loggers Combined acoustic and hydrophone leak detection logging system for water distribution surveys.
• LD-18 Leak Detector Electronic leak detector for pinpointing water leaks in buried pipelines.
• LD-20 Leak Detector Advanced electronic leak detector with enhanced sensitivity for pinpointing water leaks.
• LD-15 Leak Detector Survey leak detection equipment for water pipe leak location.
• LD-12 Leak Detector Electronic leak detector for utility water leak surveys.
• LD-8 Leak Detector Compact electronic leak detector for field leak surveys.
• LD-7 Leak Detector Entry-level electronic leak detector for water utilities.
• Listening Sticks Mechanical listening device for manual leak pinpointing at hydrants, valves, and fittings.
• AML Plus All Materials Locator Advanced scientific instrument utilizing ultra-high radio frequencies (2.45 GHz) to detect differences in densities and locate PVC/PE pipes and nearly any object with an edge. Features 9 sensitivity settings and patented radio wave technology. CE, RoHS, and FCC compliant.
• AML Pro All Materials Locator Professional-grade all materials locator using ultra-high radio frequency technology for detecting buried non-metallic pipes and objects.
• Aqua Trac 300 Leak detection equipment for water utilities.
• Aqua Trac Leak detection system for water distribution networks.
• Accessories Supporting equipment including carrying cases, sensors, cables, and replacement parts for SSI locating instruments.

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• GSSI (Geophysical Survey Systems): GSSI manufactures ground-penetrating radar (GPR) systems for utility locating, archaeology, and forensics — an adjacent/niche technology competing with SSI in subsurface mapping, particularly as customers shift toward multi-sensor digital platforms.

Regional players

• PipeHawk: PipeHawk (UK) develops ground-penetrating radar and electronic detection equipment for utility mapping — a regional peer with comparable products to SSI's pipe/cable locators, primarily serving UK and European utility markets.
• FUJI TECOM: FUJI TECOM (Japan) manufactures leak detection correlators and noise loggers for water and gas utilities — a regional player offering products analogous to SSI's LC-5000 and Enigma data loggers across Asian markets.

Direct peers

• Radiodetection: Owned by SPX Technologies, Radiodetection is a leading global manufacturer of pipe and cable locators, ground fault locators, and leak detection equipment sold through a worldwide dealer network — directly overlapping SSI's PL-VF and LD product families and target utility customers.
• Subsite Electronics (Vermeer): Subsite Electronics, owned by Vermeer, manufactures utility locating and avoidance equipment for the horizontal directional drilling and construction markets — directly competing with SSI's pipe and cable locators in the construction and excavation segment.
• Hermann Sewerin: Sewerin is a German specialist in gas and water leak detection (electro-acoustic and correlation technology) directly comparable to SSI's LD-series leak detectors and LC-5000 correlator, particularly across European gas and water utilities.
• Schonstedt Instrument Company: Schonstedt specializes in magnetic locators and utility locating instruments (e.g., GA-52Cx, GA-72Cd) — directly competing with SSI's ML series magnetic locators across the same utility, construction, and military customer base.

Broad incumbents

• Ridgid (Emerson): Ridgid, part of Emerson's professional tools portfolio, sells utility locating tools (SeekTech) to plumbers, contractors, and utilities — overlapping with SSI's pipe and cable locator SKUs but as part of a much broader professional tools catalog.
• Leica Geosystems (Hexagon): Leica Geosystems, a Hexagon brand, sells detection and utility surveying solutions (e.g., DS2000 utility detection radar, Leica DD/UT series locators) — a broad-incumbent alternative for utilities modernizing their locating fleets with GNSS-integrated instruments.
• 3M Dynatel: 3M's Dynatel line is a long-established pipe, cable, and marker locator family sold to telecom, gas, and electric utilities — a broad-incumbent competitor with overlapping products in cable/pipe locating and a much larger parent for R&D and distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SSILocators
• Facebookfacebook.com/SubSurf/?fref=nf
• LinkedInlinkedin.com/company/subsurface-instruments-inc.
• Xx.com/ssilocators

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 SSI