Masora AG

What Masora AG does

Masora AG is a Swiss industrial automation company headquartered in Zuzwil, Switzerland, specializing in elevator and conveyor technology control systems. The company operates with a team of 23 specialists and serves enterprise clients across logistics, healthcare, luxury hospitality, manufacturing, and transportation sectors. Its core offerings span Fördertechnik (conveyor technology, including pallet lifts and conveyor systems) and Lifttechnik (lift technology, including inclined elevators with tilt compensation), supplemented by modernization services, the Masora Cloud remote monitoring platform, and distribution of partner components (W+W, SafeLine, 2N). The company has delivered projects in Switzerland, Europe, USA, Bolivia, Kazakhstan, Costa Rica, and other international markets.

The technical foundation rests on Siemens PLC platforms (S7-400, S7-1500 with CPU 1516), touch panel interfaces, and 3D electrical planning for control cabinet design. Notable capabilities include a dynamic inclination sensor that eliminates distortion from acceleration forces, machine-room-less compact constructions, and the ability to operate in extreme environments (ski jump at -40°C, tropical humidity, high-altitude gondola systems at 3,600m). The company developed Switzerland's first public automated parking system at Claraspital Basel, handling 100 vehicles with a 2-minute in/out process. The Masora Cloud platform provides real-time elevator status monitoring, remote diagnostics, and troubleshooting capabilities — representing an early move toward recurring service revenue.

Masora operates a sales-led go-to-market model with direct engagement through dedicated sales leadership and project-based custom pricing. Revenue streams include one-time licensing/engineering for custom control systems, professional services for modernization, subscription-based remote monitoring (Masora Cloud), and hardware distribution of partner components. Customer base includes notable enterprise clients such as Migros Ostschweiz, Aston Martin, Claraspital Basel, Grand-Hotel du Cap-Ferrat, Stöcklin Logistik AG, Holenstein, and Gondola Railway La Paz. The company holds ISO 9001:2015 certification and operates as a privately held entity with no disclosed external investors or funding rounds.

Name

Masora AG

Legal name

Masora AG

Website

https://masora.ch

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Masora AG is a Swiss automation company specializing in custom elevator and conveyor control systems, serving enterprise clients in logistics, healthcare, hospitality, and industrial sectors across Europe, the Americas, and Asia with 23 employees from Zuzwil, Switzerland.

Ownership category

akta.pro rank

Product category

Industrial Lift & Conveyor Automation

NAICS

Elevator and Moving Stairway Manufacturing (333921), Conveyor and Conveying Equipment Manufacturing (333922), Relay and Industrial Control Manufacturing (335314)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Electrical Industrial Apparatus (3620)

akta.pro primary industry

Conveyors & Sortation Systems (Warehouse & Parcel) (IMAHABAC)

akta.pro secondary industry

PLC & PAC Hardware (IMAGABAA)

Keywords

• Custom elevator systems
• Conveyor technology solutions
• Inclined lift engineering
• Remote monitoring platform
• Automated parking systems

Headquarters

HQ city

Zuzwil

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Control Systems & Engineering: Design and implementation of custom control systems for lifts and conveyor technology, from compatible control systems to complete turnkey installations.
2. Modernization Services: Retrofitting and modernization of existing lift and conveyor systems, replacing outdated control systems (e.g., Siemens S5) with modern solutions while maintaining compatibility with older installations.
3. Remote Monitoring (Masora Cloud): Ongoing remote monitoring and maintenance services for elevator systems, enabling real-time diagnostics and remote troubleshooting.
4. Lift Components Distribution: Distribution of lift components including shaft lighting, inspection registers, shaft ladders, limit switches, and emergency call phones from partner brands (W+W, SafeLine, 2N).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Masora AG designs, engineers, manufactures, and installs custom control systems and complete lift and conveyor installations for industrial and commercial customers. Core offerings include inclined lifts, pallet lifts, special-purpose lifts, conveyor systems, automated parking systems, and modernizations of existing equipment, supported by the proprietary Masora Cloud remote monitoring platform for predictive diagnostics and lifecycle service.

Product overview

Masora AG offers a comprehensive portfolio of elevator and conveyor technology solutions, combining hardware systems with a cloud-based monitoring platform. The core offerings consist of Fördertechnik (conveyor technology) and Lifttechnik (lift technology), which include pallet lifts, inclined elevators (Schrägaufzüge/Schräglifte), modernizations, and special custom solutions. The Masora Cloud platform provides remote monitoring and diagnostics capabilities. Add-on products include lift components and emergency call systems sourced through partnerships with W+W and 2N. The company provides solutions from individual control systems to complete turnkey installations, with remote maintenance capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Fördertechnik (Conveyor Technology) Custom-engineered conveyor systems for industrial and logistics customers, including high-throughput distribution and warehousing applications.
• Lifttechnik (Lift Technology) Custom lift systems including inclined lifts, pallet lifts, special-purpose lifts, and other mechanical transport solutions for industrial, commercial, healthcare, and hospitality customers.
• Masora Cloud Cloud-based remote monitoring platform that provides real-time diagnostics and operational data for Masora-installed lift and conveyor systems, enabling predictive maintenance and lifecycle service.
• Modernisierungen (Modernizations) Lifecycle upgrade and modernization services for existing elevator and conveyor systems, including control system retrofits, component replacement, and compliance upgrades to extend equipment life.
• Schrägaufzüge / Schräglifte (Inclined Elevators) Custom inclined elevators and inclined lifts, including level-compensation variants, designed for vertical and inclined transport in sites where conventional vertical elevators are not feasible.
• Automated Parking System (APS) Automated parking systems delivering multi-storey vehicle storage with controlled rotation, designed for real estate developers and parking operators seeking space-efficient vehicle storage.
• Speziallösungen (Special Solutions) Bespoke engineering projects for unusual or extreme-environment mechanical transport requirements, leveraging Masora AG's lift and conveyor expertise for one-off customer applications.

Quantifiable outcome

• Up to 160 pallets per hour throughput
• +2 more outcomes

Named customers10 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

Five partnerships are on record, tiered core.

• W+W (W+W GmbH)coreChannel Partner/ Reseller/ DistributorAuthorized Swiss distribution partner for W+W elevator components. Masora AG distributes W+W's general elevator component program including retrofit products per EN 81-80, shaft lighting, inspection registers, shaft ladders, limit switches, and more.
• SafeLinecoreChannel Partner/ Reseller/ DistributorAuthorized distribution partner for SafeLine products, offering a comprehensive range of versatile, high-quality products developed by elevator professionals for elevator professionals. Masora AG provides prompt delivery service and support.
• 2NcoreChannel Partner/ Reseller/ DistributorExclusive Swiss distribution partner for all 2N products in the emergency call phone segment. 2N offers top-tier solutions for elevator emergency communication systems meeting highest safety standards.
• Innauen Schätti AGcoreStrategic or Co-development PartnerCollaborative partnership for inclined lift projects. Jointly delivered projects including public inclined lift in Teufen ( Sammelbüel development) and inclined lift in Costa Rica designed for tropical climate conditions.
• Stöcklin Logistik AGcoreStrategic or Co-development PartnerLong-standing collaboration on automated logistics projects. Masora programmed and commissioned fully automatic pallet conveyor systems for Stöcklin installations, including Holenstein project handling up to 160 pallets per hour.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Stöcklin Logistik AG: Swiss intra-logistics specialist delivering automated warehousing, conveyor, and pallet-handling systems. Direct peer on the conveyor/material-handling side — Masora programs and commissions Stöcklin pallet conveyor systems (e.g., the Holenstein 160-pallets/hour installation).
• Innauen-Schätti AG: Swiss specialist in inclined and special-purpose lifts, including ropeways and funicular systems. Direct peer to Masora in the inclined-lift niche — Masora explicitly partners with Innauen-Schätti on projects (Teufen, Costa Rica), making them simultaneously partner and competitor.

Broad incumbents

• KONE Corporation: Global elevator and escalator company with established modernization, connectivity, and flow-control offerings. Comparable to Masora as a broad incumbent serving similar enterprise customers in the elevator controls and retrofit category, though at global scale.
• ABB Ltd: Global industrial automation and electrification major, providing PLC, drives, and control systems used across material-handling and elevator applications. Overlaps with Masora's industrial-automation and control-systems domain at a vastly larger scale.
• Otis Worldwide: World's largest elevator and escalator manufacturer with extensive modernization and service operations. Competes with Masora for retrofit and service-driven modernization work for enterprise and institutional customers.
• Swisslog: Swiss-headquartered global provider of automated warehouse, conveyor, and material-handling solutions. Comparable to Masora's conveyor/automation work in logistics centers at a much larger scale and broader product portfolio.
• Schindler Group: Swiss-headquartered global elevator and escalator major with broad modernization and service offerings. Overlaps with Masora in elevator controls and modernization, but operates at vastly greater scale across the full elevator stack rather than specializing in custom inclined and conveyor controls.
• TK Elevator: Major global elevator and escalator company (formerly ThyssenKrupp Elevator) with a strong European service footprint. Overlaps with Masora in elevator modernization, controls, and service contracts.

Others

• W+W GmbH: German manufacturer of elevator components including shaft lighting, inspection registers, and limit switches. Masora is the authorized Swiss distribution partner for W+W, making them an ecosystem peer on the component supply side.

Emerging players

• Cedes AG: Swiss specialist in optical sensors, safety light curtains, and elevator/automation sensing technology. Comparable to Masora as a smaller Swiss-based automation specialist targeting elevator and industrial customers, with overlapping sensor and safety applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/masora-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Masora AG