What Openxtra does

Openxtra is a UK-based niche specialist in environment, temperature, and power monitoring for server rooms and data centers, founded in 2003 by Denis Laverty and Jack Hughes in Otley. Following its 2022 acquisition by AVTECH Software, Inc., the company operates as a division of AVTECH, retaining its brand identity in the UK and EU while leveraging AVTECH's Warren, RI worldwide headquarters and Shannon, Ireland European Distribution Centre. The firm employs 1-10 people and supports thousands of users across 185+ countries via the underlying Room Alert platform.

The company's product portfolio centers on the Room Alert PRO line of networked environment monitors (Room Alert 32S, 12SR, 12S, and 3S) connected to a broad sensor catalog covering digital temperature, humidity, heat index, active power, air flow, flood/water, smoke, motion, and room entry. These devices integrate with two software layers: RoomAlert.com, a cloud platform with subscription tiers (Base/Lite free, Personal, Professional, Enterprise), and Room Alert Manager, an on-premises Windows application for discovery, alerting, logging, graphing, and automated response. Notable proprietary components include the patented Digital Active Power w/Temperature Sensor (award-winning per Providence Business News) and native SMS alerting in 185+ countries introduced in September 2023.

Openxtra generates revenue through a hybrid model: one-time hardware sales of monitors and sensors, plus recurring RoomAlert.com cloud subscriptions bundled with new monitor purchases (12-month Personal tier included). Go-to-market is dual-track — direct sales to end users (data centers, educational institutions, financial organizations, public sector, healthcare/pharmaceutical storage) and a channel program serving IT resellers, VARS, installers, and consultants across the UK and EU. Marketing relies primarily on content (blog, knowledge base, buyer's guides) rather than paid acquisition, with the small team size positioned as a flexibility advantage for customer-specific requests.

Name

Openxtra

Legal name

OPENXTRA, a division of AVTECH Software, Inc.

Website

https://openxtra.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Openxtra is a UK-based specialist reseller of AVTECH's Room Alert environment, temperature, and power monitoring products for server rooms and data centers. Now a division of AVTECH Software, it serves end users and IT resellers across the UK and EU markets.

Ownership category

akta.pro rank

Product category

Server Room and Data Centre Environmental Monitoring Systems

NAICS

Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Edge Thermal Management & Environmental Controls (Cooling, HVAC, Sensors) (HDABAOAH)

akta.pro secondary industries

Data Center Operations & Managed Services (Remote Hands, NOC/SOC) (HDABANAA), Temperature & Heat Monitoring/Overheat Alerts (Home/Appliance/Attic) (HSAHAGAH)

Keywords

• Environment monitoring systems
• Server room monitoring
• Data center monitoring
• Temperature monitoring sensors
• Power monitoring hardware

Headquarters

HQ city

Otley

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Environment Monitors: Sale of Room Alert environment monitoring hardware including Room Alert 3S, 3E, 12S, 12SR, 32S, and 32E monitors. Monitors are networked devices that connect via Ethernet and support various sensor configurations.
2. Sensor Hardware: Sale of compatible sensors including temperature, humidity, flood, power, air flow, smoke, motion, and entry sensors. Sensors attach to environment monitors and provide real-time environmental condition monitoring.
3. RoomAlert.com Cloud Subscriptions: Subscription-based cloud monitoring service with four tiers: Base (Lite), Personal, Professional, and Enterprise. Each tier provides different levels of users, registered devices, data history retention, alerts, and support. New monitors include 12-month Personal subscription.
4. Reseller/Partner Sales: OPENXTRA provides special pricing and support to IT resellers, VARS, installers, and consultants who resell Room Alert products to end customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Openxtra specializes in the sale of environment, temperature and power monitoring tools for server rooms and data centres. The core offering is the Room Alert product line — networked environment monitors (Room Alert 32S, 12SR, 12S, 3S) paired with a broad sensor portfolio (temperature, humidity, flood/water, power, air flow, smoke, motion, entry, current loop, extreme temperature) and the RoomAlert.com cloud platform and Room Alert Manager on-premises software. Products are sold directly to end-user organizations and through IT resellers, VARS, installers and consultants across the UK and EU markets.

Product overview

Openxtra is a division of AVTECH Software, Inc. that specializes in environment, temperature, and power monitoring tools for server rooms and data centers. The product portfolio centers on the Room Alert PRO monitor line (Room Alert 32S, 12SR, 12S, and 3S), which work in conjunction with a comprehensive range of sensors including temperature, humidity, flood, power, air flow, and current loop sensors. The monitoring ecosystem is supported by software platforms RoomAlert.com (cloud-based) and Room Alert Manager (on-premises Windows software), along with mobile app access. The sensors attach to environment monitors via digital, switch, or analog connections, enabling monitoring of environmental conditions such as temperature, humidity, heat index, power status, flood/water, air flow, smoke, motion, and room entry. Openxtra serves both end users and resellers across IT, education, finance, and public sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Room Alert 32S Environment Monitor AVTECH's flagship networked environment monitor offering the highest security features (HTTPS, TLS, SNMP v3); monitors temperature, humidity, and main-vs-battery power status with capacity for 8 digital, 8 switch, and 16 analog sensors/accessories, plus relay ports for toggling low-voltage electrical devices. Intended for IT facilities, data centres and server rooms.
• Room Alert 12SR Environment Monitor Rack-mounted mid-range environment monitor in the Room Alert PRO line with HTTPS, TLS and SNMP v3 security; monitors temperature plus up to 8 more environment conditions including analog input, with a dedicated relay port for toggling low-voltage devices. Includes 1U rack mount for server-room deployment.
• Room Alert 12S Environment Monitor Mid-range environment monitor in the Room Alert PRO line with HTTPS, TLS and SNMP v3 security; monitors temperature plus up to 8 more environment conditions including analog input. Supplied with wall-mount hardware for flexible placement.
• Room Alert 3S Environment Monitor Most economical environment monitor with the smallest footprint in the Room Alert PRO line; features HTTPS, TLS and SNMP v3 security, monitors temperature plus up to 2 more environment conditions, and connects to the network via Ethernet cable.
• Digital Temperature Sensor Provides real-time temperature monitoring from -67 to 257°F (-55 to 125°C) when used with any Room Alert environment monitoring device; available with 25', 50', and 100' cable lengths.
• Digital Temperature & Humidity Sensor Monitors temperature, humidity, heat index and dew point with real-time values from -40 to 185°F (-40 to 85°C), temperature accuracy within ±2°C and humidity range 5%-95% RH non-condensing.
• Digital Active Power w/Temperature Sensor Patented and award-winning sensor providing real-time power status of any electric device by strapping to AC electrical cords without unplugging or modifying the cord, with built-in temperature monitoring from -40 to 185°F (-40 to 85°C). Detects if a connected device draws more than 100W and reports power status as 'Active'.
• Digital Extreme Temperature Sensor Monitors extreme temperatures from -328 to 932°F (-200 to 500°C); designed for cold storage, laboratories or manufacturing environments. Features a stainless steel tube sensor tip with 40-inch stainless steel lead wires.
• Power Sensor Provides real-time recognition of a power source going off or coming on at the outlet it is connected to; commonly used to monitor main, 3-phase, UPS or backup generator sources. Includes AVTECH 5V international power adapter.
• Current Loop 1 Sensor (50A) Monitors electrical current flowing through a single-phase powered cable, outputting a 0-5 VDC signal that is converted into an amp reading by the Room Alert Analog Sensor Port; helps determine power consumption and detect power drops on electrical appliances.
• Flood Sensor w/Cable Activated when liquid makes contact with the attached 8-foot sensor cable; triggers an alarm condition allowing Room Alert to send alerts and/or take automatic corrective action when liquid is detected.
• Flood Sensor (Spot) Provides real-time recognition of flood or water via specially designed electronics that interface with Room Alert products as a switch sensor; powered by an included 9V alkaline battery.
• Digital Temperature & Air Flow Sensor Professionally designed sensor that monitors air flow for fans and vents including HVAC vents, server exhaust fans, cooling fans and dehumidifier fans. Measures air speed in meters per second and calculates air flow in CFM based on duct dimensions, with a temperature range of -40 to 185°F (-40 to 85°C).
• RoomAlert.com Cloud Platform Cloud-based service for monitoring Room Alert monitors with built-in alerting, logging, reporting and management capabilities. Provides worldwide visibility of environment data accessible from any web-connected device, with subscription tiers Lite, Personal, Professional and Enterprise (each progressively increasing users, devices, data history, alerts and reports).
• Room Alert Manager Software All-in-one Windows-based software solution for discovery, management, monitoring, alerting, logging, graphing and automatic action across AVTECH IT and facilities environment monitoring products. Runs as a Windows service with continuous automatic device discovery, multi-level user access, unlimited alerting, an embedded SQL database for data logging, and one-click export.

Quantifiable outcome

• Prevents 30% of costly downtime caused by temperature, humidity, power loss, and water damage
• +3 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• AVTECH Software, Inc.coreStrategic or Co-development Partner · 1 January 2022AVTECH Software, Inc. acquired OPENXTRA in 2022. OPENXTRA, located in Otley, UK, had been a valued partner of AVTECH for nearly two decades and was one of the largest resellers of Room Alert environment monitors, sensors, software and accessories worldwide. Co-founders Denis Laverty and Jack Hughes were instrumental in Room Alert expansion across the UK and EU. OPENXTRA now operates as a division of AVTECH Software, Inc. with backend sales and support provided by AVTECH and its network of resellers within the UK. Customers continue to receive the same dedication and high level of service with added benefit of AVTECH's 35 years of experience and enhanced product availability through AVTECH's EU distribution centre in Shannon, Ireland.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AVTECH Software: The parent company of Openxtra and the manufacturer of the Room Alert product line. Comparable because it operates the same Room Alert platform, sells the same monitors/sensors, and serves the same data center and facilities monitoring customers globally.
• Sensaphone: Direct competitor offering remote environmental monitoring solutions for IT rooms, data centers, and cold storage with hardware sensors and cloud/SMS alerting. Comparable customer base of facility managers and IT professionals needing 24/7 monitoring.
• HW Group: Manufacturer of environmental sensors and remote monitoring devices for IT rooms, server rooms, and industrial facilities. Comparable product offering (temperature, humidity, water leak sensors) with cloud portal and alerting functionality.
• AKCP: Direct competitor producing environmental monitoring sensors and software for data centers, server rooms, and facilities. Highly comparable product portfolio including temperature, humidity, power, and water leak monitoring with central management software.

Broad incumbents

• Vertiv: Larger data center infrastructure provider offering environmental monitoring as part of its DCIM and infrastructure portfolio. Comparable customer base of data center operators, though Vertiv operates broadly across power, cooling, and IT management.
• Honeywell Building Technologies: Major building automation vendor offering HVAC and environmental monitoring systems for commercial buildings. Comparable on the HVAC monitoring and environmental controls side, though Honeywell serves a much broader facilities automation market.
• APC by Schneider Electric: Global IT infrastructure vendor offering UPS, PDU, and environmental monitoring solutions for server rooms and data centers. Comparable to Openxtra in targeting server room monitoring use cases, but at significantly larger enterprise scale.
• Raritan (a Legrand brand): Provides intelligent PDUs, environmental sensors, and data center infrastructure management. Comparable because its environmental sensor portfolio targets the same server room and data center customers as Openxtra, though it is part of Legrand's broader data center portfolio.
• Geist (a Vertiv brand): Provides environmental monitoring, PDUs, and cooling for data centers and server rooms. Comparable as it bundles temperature, humidity, water, and airflow sensors with cloud/DCIM platforms, though it operates at a much larger scale as part of Vertiv.
• Siemens Building Technologies: Global provider of building automation and HVAC control systems including environmental sensors for commercial facilities. Comparable in environmental monitoring and HVAC controls, but operates as a broad incumbent across full building management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MrJackHughes
• Facebookfacebook.com/openxtra
• LinkedInlinkedin.com/company/openxtra-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Openxtra