Maddalena
Maddalena S.p.A., founded in 1919 in Povoletto, Italy, designs and manufactures smart water and thermal energy meters, communication modules, and AMR/AMI systems, serving utilities, submetering, and industrial customers across Europe and Latin America via direct sales and exclusive distributors.
- Company typePrivate
- Founded1919
- HeadquartersPovoletto, Italy
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Maddalena does
Maddalena S.p.A., headquartered in Povoletto (Udine), Italy, is a privately-held industrial manufacturer founded in 1919 that designs and produces smart meters and measurement instruments for water and thermal energy. The company operates from what it describes as the largest single-roof meter production facility in Europe, producing more than 3 million instruments annually on automated Industry 4.0 lines, with approximately 180 employees and 65% of output exported. Its product portfolio spans mechanical and electronic water meters (MecTo and ElecTo lines, including the static ultrasonic E-BULK), thermal energy meters and heat cost allocators (Microclima and K-series), a broad range of communication modules (Wireless M-Bus, LoRaWAN, NB-IoT, M-Bus, pulse), industrial electromagnetic flowmeters (WMAC, MAG, TDML-TDSL), irrigation solutions (IRRIMATIC, Woltmann WT), and AMR/AMI systems including gateways, data loggers, and configuration tools. The Maddalena ONE digital ecosystem integrates device configuration, field operations, security management, and data handling, supported by the MGRID web platform and the My Maddalena customer portal.
The company serves water utilities, submetering operators, commercial and industrial customers, and the irrigation sector across Italy, Germany (through its wholly-owned Maddalena GmbH subsidiary in Remscheid), Central and Eastern Europe, the Baltics, Switzerland, Sweden, Greece, Chile, and Mexico via a network of 16+ exclusive regional distributors. Its technology is differentiated by MID MI-001 and MI-004 European metrological certifications, ISO/IEC 17025 accredited calibration, SA8000 social accountability, ISO 9001/14001/27001/45001 compliance, OMS interoperability, and multiprotocol connectivity. Its go-to-market combines direct enterprise sales for large utility accounts with a multi-tiered exclusive distribution model for SMB and regional reach, priced via custom B2B contracts (EXW Incoterms, 100% advance payment, multi-year terms). Revenue is generated primarily through hardware sales (water meters, thermal energy meters, communication modules, systems, industrial instrumentation), supplemented by software and managed services through the Maddalena ONE ecosystem, the My Maddalena portal, and an emerging Metering-as-a-Service (MaaS) offering.
Maddalena firmographics
Firmographics- Name
- Maddalena
- Legal name
- Maddalena S.p.A.
- Website
- https://maddalena.it
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Maddalena S.p.A., founded in 1919 in Povoletto, Italy, designs and manufactures smart water and thermal energy meters, communication modules, and AMR/AMI systems, serving utilities, submetering, and industrial customers across Europe and Latin America via direct sales and exclusive distributors.
- Ownership category
- akta.pro rank
Maddalena industry classification
Industry- Product category
- Smart Water Meters
- NAICS
- Totalizing Fluid Meter and Counting Device Manufacturing (334514), Other Measuring and Controlling Device Manufacturing (334519)
- SIC
- Totalizing Fluid Meters & Counting Devices (3824), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Metering Hardware & Field Services (AMI/AMR meters, endpoints, installation, maintenance) (EUANAIAA)
- akta.pro secondary industries
- Advanced Metering Infrastructure (AMI) & Smart Meter Analytics (Meter Data for NRW) (EUANAKAC), Meter Data Management & Analytics (MDM, validation/estimation/editing, usage insights) (EUANAIAB), Customer Metering, Billing & Retail Water Services (EUANAAAH)
Keywords
Where Maddalena is headquartered
LocationHeadquarters
- HQ city
- Povoletto
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
Maddalena business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Hardware Sales - Water Meters: Sale of mechanical and electronic water meters including single-jet, multi-jet, volumetric and static meters for submetering, utility and C&I applications
- Hardware Sales - Thermal Energy Meters: Sale of thermal energy meters, heat cost allocators and heat metering solutions for residential and industrial applications
- Communication Modules: Sale of communication modules (Radio, LoRaWAN, NB-IoT, M-Bus) for remote data reading and smart metering connectivity
- Software and Services (Maddalena ONE): Platform services including MGRID for data management, configuration apps, and technical support through My Maddalena portal
- Systems and Accessories: Sale of AMR/AMI systems, data collection solutions, programming accessories, and web-based metering platforms
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B Enterprise Pricing - Utility Segment |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Maddalena product offering
Product offeringCore offering
Maddalena S.p.A. designs and manufactures smart water meters (mechanical MecTo and electronic ElecTo lines), thermal energy meters, multiprotocol communication modules, AMR/AMI systems, and industrial electromagnetic flow instrumentation, complemented by the Maddalena ONE digital ecosystem for device configuration, field operations, and metering data management. Its products are MID-certified for European metrology compliance and sold primarily to water utilities, heat-cost-allocation providers, commercial and industrial metering customers through a global exclusive-distributor and direct enterprise channel.
Product overview
Maddalena S.p.A. develops and produces a complete portfolio of smart meters for water and thermal energy measurement, organized across six product categories: Water Meters (Acqua), Communication Modules, Thermal Energy Meters, Systems, Instrumentation, and Software & Services. The water meter portfolio includes both mechanical meters (MecTo line: single-jet SJ PLUS-EVO, multi-jet MVM series, Woltmann WM) and electronic meters (ElecTo line: ELECTO SJ, E-BULK ultrasonic), certified under MID MI-001. Communication modules provide connectivity via Wireless M-Bus, LoRaWAN, NB-IoT, and M-Bus protocols. The Maddalena ONE digital ecosystem integrates device configuration, field operations, and data management across interoperable levels. Supporting platforms include My Maddalena customer portal and MGRID web platform for consumption data accounting.
Differentiator
Problem solved
Functional benefit
Brands
- MecTo (Mechanical Totalizer): Water meters with mechanical readout technology
- ElecTo (Electronic Totalizer)
- Maddalena ONE
- My Maddalena
- MGRID
Products and services
- Water Meters (MecTo and ElecTo ranges) Mechanical and electronic water meters covering single-jet (SJ PLUS-EVO, CD ONE TRP, SJ ONE), double-jet (DS TRP, DS SD), multi-jet (MVM, MVM PLUS C), Woltmann axial (WMAP EVO) and ultrasonic static (E-BULK) categories for utility, submetering, commercial and industrial applications; MID MI-001 certified.
- Communication Modules (Wireless M-Bus, LoRaWAN, NB-IoT, M-Bus, Pulse, Reed) Radio and wired communication modules (RADIO EVO, RADIO LORAWAN, ARROW EVO and ARROW EVO SPLIT, ARROW WAN 169/2 and SPLIT variants, ARROW WAN NB-IoT and SPLIT, M-BUS-EVO, PULSE EVO, FLOWPULSE, FLOWPULSE M-BUS, QUADRAPLUS TRP ONE, TWIN PULSE M-BUS, REED SWITCH variants) for remote reading of Maddalena and third-party meters with up to 15-year battery life and OMS-compliant data encryption.
- Thermal Energy Meters and Heat Cost Allocators Compact and ultrasonic thermal energy meters (MICROCLIMA S3C, MICROCLIMA U, MICROCLIMA EVO) plus heat cost allocators (KPTEG, KUS, KDSGW, GRADUS) and wall/three-phase thermal energy meters (WHSE, FUE 380) for residential and industrial heating applications; MID MI-004 certified.
- AMR/AMI Systems and Accessories Mobile and fixed network reading infrastructure including USB COLLECT walk-by/drive-by reading device, UNICO TOOL configuration and reading tool, GATEWAY fixed network gateway, SMART KIT data logger, SMART KIT repeater WM-Bus, SMART KIT level converter and IRDA CONNECTION for local meter configuration and data transmission to cloud platforms.
- Industrial Instrumentation Electromagnetic flowmeters (TDML-TDSL, WMAC, GAMMA 1-D-M & S311, MAG), compact flow meter S58, FLOW LIMITER and IRRIMATIC irrigation control system for industrial fluid metering, conductive liquid measurement and agricultural applications.
- Maddalena ONE Digital Ecosystem Open digital ecosystem for smart metering integrating device configuration, security management, field operations and data handling across interoperable levels based on open standards, including the MGRID web metering data management platform, KEYBOX mobile reading app, ARROW MOBILE Android reading app and CONFIGURATION App for configuring Maddalena meters and communication modules.
- My Maddalena customer portal Customer portal providing access to software for programming and reading Maddalena products, technical support help desk and MGRID data management platform for authorized clients.
Quantifiable outcome
- Production capacity exceeding 3 million instruments annually
- +3 more outcomes
Companies that use Maddalena
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
Maddalena technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Maddalena partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, major, regional, strategic and minor.
- CALORMATICA SRLcoreExclusive distributor for Northern and Central Italy covering regions including Lombardy and surrounding areas. Located in Peschiera Borromeo (Milan).
- ARTUBI SRLcoreExclusive distributor for Southern Italy covering Campania region. Located in Casoria (Naples).
- PANICCIA & MICHETTI SRLScoreExclusive distributor for Lazio region (Rome area). Located in Rome.
- SICIL CONDOTTE SRLcoreExclusive distributor for Sicily. Located in Misterbianco (Catania).
- MADDALENA GMBHcoreExclusive distributor for Germany. Located in Remscheid. Subsidiary company for German market.
- NEREUS SPAmajorExclusive distributor for Chile. Located in Santiago (Renca).
- DAISSA METERINGmajorExclusive distributor for Mexico with operations in Queretaro and Mexico City.
- VADIA - GIANNOPOULOS ENTERPRISES S.A.majorExclusive distributor for Greece. Located in Vari, Athens.
- NMG INTERNATIONAL LTD.majorExclusive distributor for Bulgaria. Located in Sofia.
- HEKAMERK LTD.regionalExclusive distributor for Estonia. Located in Tallinn.
- HES1, SIAregionalExclusive distributor for Latvia. Located in Riga.
- TAIKLU LTUregionalExclusive distributor for Lithuania. Located in Kaunas.
- HANNSO S.R.O.regionalExclusive distributor for Czech Republic. Located in Hradec Kralove.
- FLUID GROUP HAGEN SRLregionalExclusive distributor for Romania. Located in Carei.
- ARSS d.o.o.regionalExclusive distributor for Slovenia. Located in Novo Mesto.
- TECNOCALOR SAregionalExclusive distributor for Switzerland (limited to calorimeters section). Located in Camorino.
- BEULCO ARMATUR ABregionalExclusive distributor for Sweden. Located in Ramlosa.
- ANIMA (Confindustria)strategicActive member of ANIMA association within Confindustria, participating in industry evolution and standards development for measurement instruments.
- DVGW (German Technical and Scientific Association)strategicActive member contributing to gas and water industry standards development in Germany.
- LoRa AlliancestrategicMember of LoRa Alliance supporting LPWAN technology standards for IoT and smart metering applications.
- OMS (Open Metering System) GroupstrategicMember contributing to OMS specification development ensuring interoperability of metering devices and communication modules.
- VDDW (German Association for Water, Gas and Heat)strategicActive member through Maddalena GmbH, contributing to industry standards and best practices.
- AnimaimpresaminorBenefiting member of Animaimpresa, supporting sustainable business practices and corporate responsibility.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Maddalena competitors and assessment
Company assessmentDirect peers
- Ista: German submetering specialist for heat, water, and energy with a service-led model; directly overlaps Maddalena on heat cost allocators (KPTEG/KUS/GRADUS equivalent) and submetering recurring revenue.
- Kamstrup: Danish manufacturer of ultrasonic smart meters for water, heat, and electricity with strong AMI/AMR positioning; most direct comparable to Maddalena on smart water + thermal energy product mix and EU utility customer base.
- B METERS: Italian-headquartered water meter manufacturer of static and mechanical meters with AMR/AMI radio modules; small-cap direct peer with nearly identical product mix and Italian manufacturing base.
- Zenner International: German manufacturer of water, heat, and gas meters with strong European submetering and AMI footprint; directly comparable on water and thermal energy product lines and EU customer mix.
- Badger Meter: US-listed manufacturer of flow measurement and smart water metering solutions including static/ultrasonic meters and BEACON SaaS; closest direct competitor on water meter hardware plus software AMI offering.
- Diehl Metering: German-headquartered division of Diehl Group producing water, heat, and gas smart metering hardware and AMR/AMI systems; directly overlaps Maddalena across water, thermal energy, and LoRa/wM-Bus connectivity.
- Techem: European submetering service provider for heat and water in residential buildings; competes with Maddalena's submetering heat cost allocator and thermal energy meter portfolio via service-based contracts.
Broad incumbents
- Itron: Global AMI leader offering water, gas, and electric smart meters plus software; competes with Maddalena in European water utility tenders as a much larger broad incumbent with deeper software stack.
- Sensus (Xylem): Xylem-owned smart water metering business with FlexNet AMI; larger incumbent competing against Maddalena in European utility AMI rollouts via the same municipal water utility channel.
- Elster (Honeywell): Honeywell-owned gas, water, and electricity meter portfolio; broader incumbent that competes with Maddalena in European utility tenders, especially where gas/water AMI convergence is procured.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Maddalena social profiles
Digital presenceMaddalena compliance and trust
Trust signalCompliance9 records
Maddalena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maddalena leadership team
Management profileNumber of profiles
Maddalena subsidiaries and ownership
Company hierarchySubsidiaries1 record
Maddalena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maddalena 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 Maddalena
What does Maddalena do?
Maddalena S.p.A. designs and manufactures smart water meters (mechanical MecTo and electronic ElecTo lines), thermal energy meters, multiprotocol communication modules, AMR/AMI systems, and industrial electromagnetic flow instrumentation, complemented by the Maddalena ONE digital ecosystem for device configuration, field operations, and metering data management. Its products are MID-certified for European metrology compliance and sold primarily to water utilities, heat-cost-allocation providers, commercial and industrial metering customers through a global exclusive-distributor and direct enterprise channel.
Is Maddalena a public or private company?
Maddalena is a private company. It is classified as family owned and is currently operating.
When was Maddalena founded?
Maddalena was founded in 1919. It employs 101 to 250 people.
Where is Maddalena based?
Maddalena is headquartered in Povoletto, Italy, in the Europe region.
How does Maddalena make money?
Five revenue lines are on record. Hardware Sales - Water Meters are the primary driver. The others are hardware Sales - Thermal Energy Meters, communication Modules, software and Services (Maddalena ONE) and systems and Accessories.
Who are Maddalena's main competitors?
Direct peers on record are Ista, Kamstrup, B METERS, Zenner International, Badger Meter, Diehl Metering and Techem. Broad incumbents are Itron, Sensus (Xylem) and Elster (Honeywell).
Does Maddalena have an API?
No public API is recorded for Maddalena.
What industry is Maddalena in?
Maddalena's product category is Smart Water Meters. Its primary akta.pro industry code is EUANAIAA, Metering Hardware & Field Services (AMI/AMR meters, endpoints, installation, maintenance), with a secondary code of EUANAKAC, Advanced Metering Infrastructure (AMI) & Smart Meter Analytics (Meter Data for NRW). Its NAICS code is 334514 and its SIC code is 3824.