Assettrac
Assettrac is a UK-based private SaaS company, founded in 1999, that provides customised cloud-based physical asset management software, mobile applications, and on-site auditing services across multiple tracking technologies for enterprise, mid-market, education, and public-sector clients globally.
- Company typePrivate
- Founded1999
- HeadquartersHenfield, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Assettrac does
Assettrac Ltd is a UK-based private SaaS company, founded in 1999 by Stephen Laing and headquartered in Brighton, that specialises in physical asset management software and related services. The platform is a cloud-based system with a configurable web portal and universal mobile applications (iOS, Android, web) that support multiple tracking technologies — QR codes, barcodes, RFID, NFC, BLE, GPS, and Real Time Location Systems (RTLS). Data is hosted on UK-based IONOS and AWS infrastructure, and the system is Cyber Essentials Plus certified. The product is modular, with add-on modules for facilities and maintenance, stock and inventory, fire safety, waste management, and survey and safety inspections. A specialised sub-brand, Epitrace, provides underground microchip-tagged marker pegs for cemeteries and crematoria, deployed at over 120 sites in the UK and Australia.
The company sells primarily through a direct enterprise field-sales motion with a 'Book Demo' call to action and tailored demonstrations. Pricing is custom rather than tiered: commercial subscriptions start at £2,500/year (1–3 users), education from £550/year, enterprise on application, and additional modules from £500/year, with hardware (tags, scanners, RFID/BLE sensors) and on-site auditing/tagging services billed separately. The customer base spans more than 20 named logos across commercial enterprises (BMW, P&O, Exxon Mobil, Rothesay), healthcare (NHS Surrey, Great Ormond Street Hospital, Richmond Pharmacology, Broadmoor Hospital, Sirona), utilities (Cappagh Browne), education (Oxford, Manchester, Edinburgh, Salford universities), public sector (Southwark Council), and niche verticals including cemeteries, sports (Bath Rugby), and communications infrastructure (Wireless Information Group).
Assettrac operates as an end-to-end service provider, combining consultancy, custom software configuration, hardware sourcing, implementation, training, and lifetime support. Strategic technology partnerships include AWS UK, IONOS (Fasthosts), Zebra (accredited ISV), Impinj, Teltonika, and Seritag for hardware; and RGIS for worldwide on-site asset auditing across 43 countries. The company remains founder-led and privately held with no disclosed external funding, and reports tracking 4 million+ physical assets across four continents.
Assettrac firmographics
Firmographics- Name
- Assettrac
- Legal name
- Assettrac Ltd
- Website
- https://assettrac.co.uk
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Assettrac is a UK-based private SaaS company, founded in 1999, that provides customised cloud-based physical asset management software, mobile applications, and on-site auditing services across multiple tracking technologies for enterprise, mid-market, education, and public-sector clients globally.
- Ownership category
- akta.pro rank
Assettrac industry classification
Industry- Product category
- Physical Asset Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- akta.pro primary industry
- Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)
- akta.pro secondary industry
- IT Asset Lifecycle Services (Procure-to-Retire) (BPAEAOAF)
Keywords
Where Assettrac is headquartered
LocationHeadquarters
- HQ city
- Henfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Assettrac business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- SaaS Subscription Licensing: Annual subscription model for cloud-based asset management software. Pricing is custom based on business size, scale, and complexity. A typical commercial system starts from £2,500/year for 1-3 users. Additional modules available from £500/year. Education pricing is discounted, starting from £550/year.
- Hardware, Asset Tags & Scanners: Asset tags are ordered and charged separately from the software subscription as needs change year-over-year. Hardware (scanners, readers, antennae, sensors) and tags are sourced and supplied by Assettrac as part of the end-to-end solution.
- Professional Services & Implementation: Set-up, customisation, implementation, training, and on-site asset audit/tagging services provided as billable services. Pricing for on-site audits and tagging is project-based (costings dependent on number of sites, duration, and asset data required).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Commercial Platform - From £2,500/year (1-3 Users) |
| Subscription | Annual | Education - From £550/year |
| Subscription | Annual | Enterprise - Price on Application |
| Subscription | Annual | Additional Modules - From £500/year |
| Unit Pricing | Multi-year contract | Asset Audits & Tagging - Price on Application (Project) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Assettrac product offering
Product offeringCore offering
Assettrac delivers a cloud-based, customisable SaaS asset management platform with a web portal and mobile applications (iOS, Android, web) that supports multiple tracking technologies — QR code, barcode, RFID, NFC, BLE, GPS, and RTLS — for organisations that need to track and manage physical assets. The platform is sold as an end-to-end service that includes consultancy, software configuration, hardware and tags sourcing, implementation, training, and lifetime support, with additional specialised modules for facilities management, RTLS, inspections, stock, fire safety, and waste management, and a dedicated sub-brand called Epitrace for the cemetery and burial sector.
Product overview
Assettrac offers a cloud-based physical asset management platform with a modular architecture centered on its core Assettrac Asset Management Software. The platform includes a customizable web portal and universal mobile application (iOS, Android, web) that work together to provide comprehensive asset tracking and management. The portfolio spans multiple solution modules including Asset Registers and Inventories, Facilities and Maintenance Management, Real Time Location Tracking (RTLS), Survey and Safety Inspections, Stock & Inventory Management, Fire Safety Asset Management, and Waste Management Software. These modules are complemented by professional services including On-Site Asset Audits & Verification. A specialized sub-brand, Epitrace, serves the burial and cemetery sector with underground microchip peg technology. The company also provides a free Asset Management System Specification Tool for prospects. Pricing tiers include Commercial (from £2,500/year), Education (from £550/year), Enterprise (price on application), and Additional Modules (from £500/year).
Differentiator
Problem solved
Functional benefit
Brands
- Epitrace: Invisible marking system for cemeteries and crematoria sector using underground microchip technology to link unique chip identification to burial or ashes register.
Products and services
- Assettrac Asset Management Software
Quantifiable outcome
- Reduced asset audit reporting time from 6 weeks to instant (Cappagh Browne case study)
- +3 more outcomes
Companies that use Assettrac
Customer profileNamed customers27 records
Segments7 records
Ideal customer profiles5 records
Assettrac technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Assettrac partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- RGIScoreWorldwide on-site inventory and asset auditing partner operating in 43 countries. In the UK, RGIS services retailers including Sainsbury's, Tesco, and Harrods. Assettrac works closely with RGIS for large-scale asset auditing, verification, and data gathering projects using Assettrac's customisable software systems.
- Fasthosts (IONOS Group)coreUK web hosting and data management specialist, serving as Assettrac's primary data management and IT architecture partner.
- AWS (Amazon Web Services UK)coreCloud infrastructure partner providing national and international data management capabilities. AWS is used for specific applications and cross-backup data as a key part of data resilience and SaaS business continuity for Assettrac's clients.
- ZebracoreAssettrac is an accredited Zebra ISV (Independent Software Vendor) and RFID specialist, providing Zebra's range of hardware products to deliver end-to-end solutions with hardware and engineering expertise.
- TeltonikacoreTeltonika develops and supplies industry-leading IoT, RTLS, and active tracking hardware and technology powering smart devices and transmitting data worldwide, with key focus on Industry 4.0, Smart City, and Green Energy applications.
- ImpinjcoreRAIN RFID specialist used by Assettrac for many real-time asset tracking applications and end-to-end solutions using Impinj's real-time technology.
- Custom LabelscoreLong-standing partner for customisable asset tags designed to meet each client's requirements and that remain robust in any environment.
- Data Label / Custom DatacoreLocal asset tag specialist providing tags for traditional barcode and identification applications and specialist anodised aluminium tags.
- SeritagcoreLeading worldwide NFC/RFID tag provider with advanced post-manufacture encoding and ID printing. Assettrac's partnership with Seritag enables whole solutions integrating their hardware with Assettrac software.
- MPP DigitalminorDigital consultants who worked with Assettrac to implement on-site RTLS hardware for Richmond Pharmacology's clinical data tracking system.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Assettrac competitors and assessment
Company assessmentDirect peers
- EZOfficeInventory: Cloud asset tracking and management platform with QR/RFID/barcode support and strong education and SMB penetration. Closely comparable to Assettrac's core tracking and register functionality at lower price points.
- Asset Panda: Cloud-based asset tracking and management SaaS serving mid-market and enterprise customers across healthcare, education, and facilities. Asset Panda competes directly with Assettrac on cloud-native asset register functionality, mobile scanning, and customization, but is US-centric and more templated in delivery.
- Brightly Software (Asset Essentials): Facility and asset management SaaS (Asset Essentials) for schools, healthcare, and public sector. Direct overlap with Assettrac's education, healthcare, and public sector verticals and a similar mobile + cloud delivery model.
- UpKeep: Mobile-first CMMS and asset management platform targeting maintenance teams, facilities, and manufacturing. Comparable to Assettrac's Facilities & Maintenance Management module and mobile-led UX, but US-headquartered with a horizontal focus.
- Cheqroom: Asset tracking and equipment checkout SaaS used by schools, broadcasters, and enterprises. Overlaps with Assettrac in education and facilities, with shared emphasis on mobile-first tracking and multi-organization visibility.
Emerging players
- TrackAbout: Asset tracking and management SaaS focused on returnable and mobile assets using RFID, barcode, and GPS. Overlaps with Assettrac on multi-technology asset tracking for industrial customers, with a narrower asset category focus.
- FMX: Facility management SaaS for schools, nonprofits, and manufacturing with mobile work-order and asset tracking. Comparable to Assettrac's facilities module and education/public sector verticals, particularly for mid-market US buyers.
Broad incumbents
- ServiceNow: Enterprise platform with ITAM and EAM capabilities increasingly bundled into ITSM. Competes with Assettrac in large enterprises for IT asset lifecycle management and facilities asset visibility, with a much broader portfolio and global scale.
- SAP Enterprise Asset Management: SAP's EAM and PM modules for large industrial, utilities, and public sector asset-intensive operations. Overlaps with Assettrac's Industrial & Utilities and Public Sector segments where customers standardize on SAP.
- IBM Maximo Application Suite: Long-established enterprise asset management platform serving utilities, manufacturing, and public sector. Comparable to Assettrac on industrial/utilities asset management and RTLS integration, but at much larger scale and price points.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Assettrac social profiles
Digital presenceAssettrac compliance and trust
Trust signalCompliance1 record
Assettrac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assettrac leadership team
Management profileNumber of profiles
Profiles4 records
Assettrac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assettrac 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 Assettrac
What does Assettrac do?
Assettrac delivers a cloud-based, customisable SaaS asset management platform with a web portal and mobile applications (iOS, Android, web) that supports multiple tracking technologies — QR code, barcode, RFID, NFC, BLE, GPS, and RTLS — for organisations that need to track and manage physical assets. The platform is sold as an end-to-end service that includes consultancy, software configuration, hardware and tags sourcing, implementation, training, and lifetime support, with additional specialised modules for facilities management, RTLS, inspections, stock, fire safety, and waste management, and a dedicated sub-brand called Epitrace for the cemetery and burial sector.
Is Assettrac a public or private company?
Assettrac is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Assettrac founded?
Assettrac was founded in 1999. It employs 101 to 250 people.
Where is Assettrac based?
Assettrac is headquartered in Henfield, United Kingdom, in the Europe region.
How does Assettrac make money?
Three revenue lines are on record. SaaS Subscription Licensing is the primary driver. The others are hardware, Asset Tags & Scanners and professional Services & Implementation.
Who are Assettrac's main competitors?
Direct peers on record are EZOfficeInventory, Asset Panda, Brightly Software (Asset Essentials), UpKeep and Cheqroom. Emerging players are TrackAbout and FMX. Broad incumbents are ServiceNow, SAP Enterprise Asset Management and IBM Maximo Application Suite.
Does Assettrac have an API?
Yes. Assettrac supports data integration through CSV import/export functionality (manual or automatic) and Microsoft ODBC connectivity to connect to specialist reporting packages. The platform can pull or push data to other systems including financial or operational systems. APIs are utilized to automate real-time data wherever needed, enabling data to be available across operations, facilities, sales, and finance teams.
What industry is Assettrac in?
Assettrac's product category is Physical Asset Management Software. Its primary akta.pro industry code is BPAMANAF, Fleet, Asset Tracking & Telematics Location Platforms, with a secondary code of BPAEAOAF, IT Asset Lifecycle Services (Procure-to-Retire). Its NAICS code is 518.