Imagine That
Imagine That develops ExtendSim, a desktop simulation platform supporting discrete event, continuous process, and discrete rate modeling for over 10,000 enterprise, government, and academic organizations worldwide. Since 2024 the product line has been operated by ANDRITZ Inc.
- Company typePrivate
- Founded1987
- HeadquartersAlpharetta, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Imagine That does
Imagine That Inc. was founded in 1987 in San Jose, California to develop ExtendSim, a desktop simulation platform that pioneered hierarchical modeling and discrete rate technology in commercial simulation software. The platform supports discrete event, continuous process, and discrete rate simulation methodologies through a graphical, library-based architecture with an embedded relational database and an open-source optimizer. Over more than three decades the product was adopted by over 10,000 organizations worldwide — including Boeing, the US Armed Forces, Kaiser Permanente, Eli Lilly, Procter & Gamble, General Mills, Conagra, the FAA, Oak Ridge National Laboratory, Lawrence Livermore Laboratories, MITRE, Stanford, Harvard, Georgia Tech, and Purdue — across aerospace and defense, healthcare, manufacturing, logistics, government, and academia.
In 2024, the ExtendSim product family was acquired by ANDRITZ Inc., the US subsidiary of the Vienna-listed Austrian industrial conglomerate ANDRITZ Group, and operations were relocated to ANDRITZ Inc.'s headquarters in Alpharetta, Georgia. The current portfolio spans ExtendSim Pro, ExtendSim DE (discrete event), ExtendSim CP (continuous process), ExtendSim Cloud, Analysis RunTime (ART), Rate Technology, Reliability Block Diagramming, the Stat::Fit distribution fitting utility, and an academic ExtendSim Student edition. Revenue is generated from perpetual and subscription software licenses (individual, floating, and node-locked), an annual Maintenance & Support Plan providing free upgrades and technical support, cloud subscriptions under a separate EULA, academic pricing programs, and Simulation Master Class training delivered through authorized trainers. Go-to-market combines quote-based direct enterprise sales, an e-commerce storefront at extendsimstore.com, global resellers, consultants, Expert Solutions Providers, free trials for Pro/DE/CP, and an Academic Adopter Program targeting universities.
Imagine That firmographics
Firmographics- Name
- Imagine That
- Legal name
- ANDRITZ Inc.
- Website
- https://extendsim.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Imagine That develops ExtendSim, a desktop simulation platform supporting discrete event, continuous process, and discrete rate modeling for over 10,000 enterprise, government, and academic organizations worldwide. Since 2024 the product line has been operated by ANDRITZ Inc.
- Ownership category
- akta.pro rank
Imagine That industry classification
Industry- Product category
- Simulation Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Developer Experience Platforms for Enterprise (IDEs, CI/CD, Dev Portals) (HDAEAKAI)
Keywords
Where Imagine That is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Imagine That business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Licenses: Perpetual and subscription-based software licenses for ExtendSim Pro, DE, CP, and Analysis RunTime products with individual, floating, and node-locked options
- Maintenance & Support Plan (MSP): Annual maintenance and support contracts providing free upgrades, technical support, and access to Multicore Analysis functionality
- Cloud Licenses: ExtendSim Cloud product with separate licensing and subscription model
- Academic Programs: Specialized pricing and programs for universities and academic institutions including student portal, research grants, and adopter program
- Training Services: Simulation Master Class courses, in-depth webinars, and authorized trainer network for skill development
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | ExtendSim Pro - Advanced simulation with discrete event and continuous capabilities |
| One time/ perpetual license | Multi-year contract | ExtendSim CP - Continuous process modeling specialized package |
| One time/ perpetual license | Multi-year contract | ExtendSim DE - Discrete event simulation package |
| Subscription | Annual | ExtendSim Cloud - Cloud-hosted simulation environment |
| Subscription | Annual | Academic Pricing - Universities and educational institutions |
| Subscription | Annual | Analysis RunTime (ART) - Runtime version for model execution |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels10 records
Imagine That product offering
Product offeringCore offering
Imagine That develops and markets ExtendSim, a simulation software suite enabling organizations to design, test, and improve complex systems through discrete event, continuous process, and discrete rate simulation. The platform features hierarchical modeling, library-based modular blocks, a built-in relational database, multicore parallel analysis, and an integrated development environment for custom block creation. Products are sold via perpetual and subscription licensing across multiple industry verticals including manufacturing, healthcare, defense, logistics, mining, and chemical engineering.
Product overview
ExtendSim is a comprehensive simulation software suite offering three core products: ExtendSim Pro (advanced simulation), ExtendSim CP (continuous process modeling), and ExtendSim DE (discrete event simulation). These products share a common architecture with hierarchical modeling, built-in databases, and extensive libraries. Specialized capabilities include Rate Technology for discrete rate flow simulation and Reliability Block Diagramming for system availability analysis. Deployment options include ExtendSim Cloud and Analysis RunTime (ART) for runtime-only model execution. The portfolio was acquired by ANDRITZ Inc. in 2024 and includes Stat::Fit distribution fitting software.
Differentiator
Problem solved
Functional benefit
Brands
- ExtendSim Pro: Advanced simulation software with capabilities beyond typical continuous or discrete event simulation.
- ExtendSim DE
- ExtendSim CP
- ExtendSim Cloud
- Analysis RunTime (ART)
Products and services
- ExtendSim Pro Advanced ExtendSim product offering simulation capabilities that go beyond typical continuous or discrete event simulation applications, with features for experienced modelers requiring advanced simulation capabilities.
- ExtendSim CP Continuous Process Modeling product providing a robust set of core features plus specialized constructs for modeling continuous processes, including rate-based flow simulation.
- ExtendSim DE Discrete Event simulation product for modeling systems where processes move through distinct steps at irregular intervals, ideal for manufacturing, logistics, and service operations.
- ExtendSim Cloud Cloud-based deployment option for ExtendSim simulation software, allowing users to run simulations in a hosted environment without local installation.
- Analysis RunTime (ART) Runtime environment for running ExtendSim models without the full development environment, enabling distribution of models to stakeholders who only need to execute simulations.
- Rate Technology Discrete rate technology capability for modeling continuous flow systems with precision, tracking properties of continuous flow through pipelines, tanks, and process equipment.
- Reliability Block Diagramming in ExtendSim Reliability engineering capability for graphically capturing and validating complex availability behavior, determining the impact of scheduled and unscheduled downtime on system availability.
- Stat::Fit Distribution fitting software acquired by ANDRITZ, used for fitting statistical distributions to data for simulation input modeling by automatically fitting distributions to data sets.
- ExtendSim Student Special academic version of ExtendSim available at discounted pricing for university students, with access to learning resources and the student portal.
- Maintenance & Support Plan (MSP) Annual maintenance and support contract providing free ExtendSim upgrades, technical support, and access to Multicore Analysis functionality.
- Simulation Master Class Training Simulation Master Class training courses and in-depth webinars advancing ExtendSim skills, delivered via an authorized trainer network for enterprise and academic skill development.
Quantifiable outcome
- Trusted by over 10,000 organizations globally including major enterprises, universities, and government agencies
Companies that use Imagine That
Customer profileNamed customers22 records
Segments13 records
Ideal customer profiles2 records
Imagine That technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature9 records
Imagine That partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ANDRITZ Inc.coreIn 2024, ANDRITZ Inc. acquired the ExtendSim family of simulation tools from Imagine That Inc. This acquisition continues the ExtendSim legacy while integrating it into ANDRITZ's broader portfolio of industrial automation and simulation solutions. ANDRITZ operates the ExtendSim.com website and continues development of the ExtendSim product line.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Imagine That competitors and assessment
Company assessmentDirect peers
- Simio LLC: Simio offers object-oriented discrete event simulation and digital twin software for manufacturing and healthcare. Direct peer to ExtendSim in DE modeling and emerging cloud-based simulation.
- The AnyLogic Company: Direct competitor offering AnyLogic — discrete event, agent-based, and continuous simulation across manufacturing, logistics, and healthcare. Closest functional alternative to ExtendSim Pro/DE/CP for enterprise modeling teams.
- Rockwell Automation (Arena Simulation): Arena is a leading discrete event simulation suite widely used in manufacturing and logistics — a direct competitor in the same horizontal simulation category as ExtendSim DE.
- FlexSim Software Products: FlexSim provides 3D simulation software for manufacturing, material handling, and logistics. A direct competitor targeting overlapping manufacturing and supply chain buyers as ExtendSim DE.
- Simul8 Corporation: Simul8 is a discrete event simulation platform widely used in healthcare, manufacturing, and process improvement. Directly comparable to ExtendSim DE for process-oriented simulation use cases.
- ProModel Corporation: ProModel provides simulation and optimization tools for manufacturing, logistics, and healthcare. Direct peer in the mid-market simulation software segment with overlapping customer base.
Broad incumbents
- ANSYS: ANSYS provides multiphysics engineering simulation (structures, fluids, electronics). A much larger incumbent that overlaps with ExtendSim in industrial/defense customers seeking system-level modeling, though ANSYS focuses on physics rather than discrete event process simulation.
- MathWorks (MATLAB & Simulink): MathWorks' Simulink is a leading dynamic system and model-based design platform. Competes with ExtendSim for engineering simulation mindshare, particularly in controls, aerospace, and automotive where Simulink is deeply embedded.
- Siemens Digital Industries Software (Tecnomatix): Siemens Tecnomatix is a broad manufacturing simulation and digital twin suite sold alongside the larger Siemens Xcelerator portfolio. A much larger incumbent serving similar industrial customers with broader scope.
Emerging players
- GoldSim Technology Group: GoldSim provides dynamic simulation software for reliability, environmental, and financial systems. A niche simulation vendor with overlapping reliability/environmental use cases (ExtendSim's Reliability Block Diagramming and Water Management segments).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Imagine That social profiles
Digital presenceImagine That financial estimates
Financial estimateRevenue estimate
Valuation estimate
Imagine That leadership team
Management profileNumber of profiles
Imagine That funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Imagine That 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 Imagine That
What does Imagine That do?
Imagine That develops and markets ExtendSim, a simulation software suite enabling organizations to design, test, and improve complex systems through discrete event, continuous process, and discrete rate simulation. The platform features hierarchical modeling, library-based modular blocks, a built-in relational database, multicore parallel analysis, and an integrated development environment for custom block creation. Products are sold via perpetual and subscription licensing across multiple industry verticals including manufacturing, healthcare, defense, logistics, mining, and chemical engineering.
Is Imagine That a public or private company?
Imagine That is a private company. It is classified as corporate owned and is currently operating.
When was Imagine That founded?
Imagine That was founded in 1987. It employs 1 to 10 people.
Where is Imagine That based?
Imagine That is headquartered in Alpharetta, United States, in the North America region.
How does Imagine That make money?
Five revenue lines are on record. Software Licenses are the primary driver. The others are maintenance & Support Plan (MSP), cloud Licenses, academic Programs and training Services.
Who are Imagine That's main competitors?
Direct peers on record are Simio LLC, The AnyLogic Company, Rockwell Automation (Arena Simulation), FlexSim Software Products, Simul8 Corporation and ProModel Corporation. Broad incumbents are ANSYS, MathWorks (MATLAB & Simulink) and Siemens Digital Industries Software (Tecnomatix). GoldSim Technology Group is listed as an emerging player.
Does Imagine That have an API?
No public API is recorded for Imagine That.
What industry is Imagine That in?
Imagine That's product category is Simulation Software. Its primary akta.pro industry code is HDAEAKAI, Developer Experience Platforms for Enterprise (IDEs, CI/CD, Dev Portals). Its NAICS code is 5132 and its SIC code is 7372.