SERO
SERO is a German EMS provider specializing in high-volume PCBA (50,000 to 1,000,000+ units) for enterprise customers across automotive, industrial, medical, connectivity, and energy verticals, operating as a member of the SERO EMS Group.
- Company typePrivate
- Founded1992
- HeadquartersRohrbach, Germany
- Headcount101–250
- GTM typeB2B
- OfferingServices
What SERO does
SERO is an Electronics Manufacturing Services (EMS) provider headquartered in Rohrbach, Germany, founded in 1992 and operating as a member company of the SERO EMS Group. The company specializes in high-volume Printed Circuit Board Assembly (PCBA) for series production of 50,000 to 1,000,000+ units with low to medium PCB complexity. Its core competencies span SMD mounting, THT mounting, depaneling, functional testing, and custom special machine builds, supported by a proprietary NedFlex® testing platform that the company markets as converting testing from a cost-overhead into a productive investment through extensive pre-production product testing. The company emphasizes what it describes as one of the most advanced machine profiles in the industry, located in a state-of-the-art production facility in Rohrbach.
SERO serves enterprise B2B customers across five defined vertical markets: Transport & E-Mobility, Industrial Electronics, Healthcare & Life Sciences, Connectivity & Smart Metering, and Energy & Cleantech. Beyond core manufacturing, the company offers a service portfolio including Industrial Engineering (Design for Manufacturing, Testing, and Cost), NPI and prototyping services, project management, electronic components procurement, and logistics services, plus full box-build and lifecycle management. It holds ISO 9001, ISO 14001, and IATF 16949 certifications, with the latter explicitly supporting automotive-grade production and positioning the company as a preferred supplier in regulated automotive and medical markets.
The business model is hardware-volume driven: revenue is generated primarily through unit-priced PCBA production with quote-based pricing tied to production volume, PCB complexity, and service scope, typically contracted over multi-year horizons. Go-to-market is enterprise field sales, executed via direct engagement, a website-driven quotation request flow, downloadable company presentations, and presence at industry events such as Electronica 2024 where CEO/CCO Jan-Frederik Kalee publicly positioned the SERO EMS Group and the integration of EPSa. Geographic focus is the DACH/German and broader European market. The company is privately held under the SERO EMS Group umbrella; ownership composition, financial performance, and headcount are not publicly disclosed in the available source material.
SERO firmographics
Firmographics- Name
- SERO
- Website
- https://sero.de
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SERO is a German EMS provider specializing in high-volume PCBA (50,000 to 1,000,000+ units) for enterprise customers across automotive, industrial, medical, connectivity, and energy verticals, operating as a member of the SERO EMS Group.
- Ownership category
- akta.pro rank
SERO industry classification
Industry- Product category
- Electronics Manufacturing Services (EMS)
- NAICS
- Machinery Manufacturing (333)
- SIC
- Special Industry Machinery, Nec (3559)
- akta.pro primary industry
- PCB Assembly (PCBA/EMS) (HDAHAOAI)
- akta.pro secondary industry
- Industrial Electronics Manufacturing Services (EMS) (IMAGAGAA)
Keywords
Where SERO is headquartered
LocationHeadquarters
- HQ city
- Rohrbach
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
SERO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- EMS Manufacturing Services: Electronics Manufacturing Services revenue from PCBA production including SMD mounting, THT mounting, testing, and special machine manufacturing. Volume-based production for large series with pricing tied to production volume and complexity.
- Industrial Engineering Services: DfM (Design for Manufacturing), DfT (Design for Testing), and DfC (Design for Cost) services optimizing PCBA through strategic design.
- NPI & Prototyping Services: New Product Introduction and prototyping services with designated contact persons and post-prototyping analysis for optimal product and production process.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Volume-based PCBA production for 50,000 to 1,000,000+ units |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
SERO product offering
Product offeringCore offering
SERO is an Electronics Manufacturing Services (EMS) provider specializing in large-series Printed Circuit Board Assembly (PCBA) production of 50,000 to 1,000,000+ units with low to medium PCB complexity. The company delivers SMD and THT assembly, depaneling, testing, and special machine manufacturing, complemented by the proprietary NedFlex® testing platform, NPI/prototyping, industrial engineering (DfM, DfT, DfC) and supply chain services to enterprise customers in automotive, medical, industrial, connectivity, and energy markets.
Product overview
SERO is an Electronic Manufacturing Services (EMS) provider and member of the SERO EMS Group. The company offers a unified portfolio of PCBA (Printed Circuit Board Assembly) services including SMD-Bestückung, THT-Bestückung, Nutzentrennung, Prüfung, and Sondermaschinen. These core manufacturing competencies are supported by the NedFlex® testing platform and complemented by NPI & Prototyping services, Industrial Engineering (DfM, DfT, DfC), and Management, Einkauf (Procurement), and Logistik (Logistics) services. SERO specializes in large-scale production of 50,000 to 1,000,000+ units with low to medium PCB complexity, serving markets in Transport & E-Mobility, Industrial Electronics, Healthcare & Life Sciences, Connectivity & Smart Metering, and Energy & Cleantech.
Differentiator
Problem solved
Functional benefit
Products and services
- SMD Assembly (SMD-Bestückung) Surface Mount Device assembly service for placing components onto printed circuit boards, part of SERO's core PCBA competencies for enterprise customers in automotive, medical, industrial, connectivity, and energy sectors.
- THT Assembly (THT-Bestückung) Through-Hole Technology assembly service for inserting components with leads into holes on the PCB, part of SERO's core PCBA competencies for large-series production.
- Depaneling (Nutzentrennung) Depaneling service to separate individual PCBs from panelized assemblies after SMT/THT assembly.
- PCBA Testing (Prüfung) Comprehensive PCBA testing services including functional testing and quality verification, supported by the proprietary NedFlex® testing platform.
- Special Machines (Sondermaschinen) Custom special machine solutions for specialized manufacturing requirements beyond standard assembly processes.
- NPI & Prototyping Services New Product Introduction and prototyping services including result analysis for optimal product and production process, with designated contact persons and effective communication.
- Industrial Engineering (DfM, DfT, DfC) Design for Manufacturing, Design for Testing, and Design for Cost optimization services for optimized PCBA production through strategic design.
- Management Services EMS project management services with short communication channels and flexible organization.
- Procurement (Einkauf) Services Electronic components and materials procurement services for component sourcing in PCBA production.
- Logistics (Logistik) Services Logistics services for efficient supply chain management in PCBA production and delivery.
- Box-Build Solutions Complete system integration services from box-build solutions to continuous improvement and lifecycle management.
Quantifiable outcome
- 100% testing of all products before production (using NedFlex® platform)
Companies that use SERO
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
SERO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SERO partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- EPSacoreEPSa has been integrated into the SERO EMS Group, representing a strategic consolidation within the group. CEO/CCO Jan-Frederik Kalee provided insights on the integration of EPSa into the group at Electronica 2024.
- SERO EMS GroupcoreSERO is a member company of the SERO EMS Group, which includes multiple companies working together under the group umbrella. The group website is seroemsgroup.com.
Scale indicators3 records
Expansion highlights6 records
SERO competitors and assessment
Company assessmentDirect peers
- Enics: Swiss-headquartered EMS provider with PCBA and box-build services across energy, industrial, and transportation. Directly comparable to SERO as a European mid-market EMS serving similar regulated verticals.
- Scanfil: Finnish-listed EMS provider with European and international manufacturing footprint serving automotive, energy, medical, and industrial customers. Comparable to SERO in serving regulated verticals with mid-volume PCBA production.
- Inission AB: Swedish industrial EMS provider offering PCBA, box-build, and system integration for industrial and medtech customers. Comparable mid-market European EMS peer with similar customer mix.
- NOTE AB: Swedish EMS provider offering PCBA, box-build, and NPI services across industrial, medtech, and cleantech. Closely comparable mid-market European EMS peer with similar profile and customer verticals.
- Zollner Elektronik: One of the largest family-owned EMS providers in Germany, offering PCBA, box-build, and system integration across automotive, industrial, medical, and aerospace. Directly comparable to SERO as a German mid-to-large market EMS competitor with similar vertical diversification.
- GPV International: Danish-headquartered EMS provider with PCBA, cable harness, and box-build assembly across Europe, Asia, and the Americas. Comparable to SERO in serving industrial, medical, and cleantech customers with European manufacturing core.
- Katek Group: German-headquartered EMS provider (listed on Frankfurt Stock Exchange) with PCBA, box-build, and after-sales services for automotive, industrial, medical, and renewable energy. Closely comparable to SERO in geography, vertical mix, and mid-market positioning.
- Hanza Holding: Swedish-listed mid-market EMS provider offering PCBA and mechatronics manufacturing across Northern Europe. Comparable to SERO in scale, vertical mix, and European mid-market EMS positioning.
- Cicor Technologies: Swiss EMS group with PCBA, microelectronics, and mechatronic assembly serving medical, industrial, and aerospace customers in Europe. Comparable mid-market European EMS peer with similar regulated-end-market exposure.
Broad incumbents
- Phoenix Mecano: Swiss-listed industrial conglomerate with enclosures and electronic components operations including contract manufacturing. Adjacent to SERO with broader industrial offering but overlaps in EMS/electronic assembly for industrial and medical customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SERO social profiles
Digital presenceSERO compliance and trust
Trust signalCompliance3 records
SERO financial estimates
Financial estimateRevenue estimate
Valuation estimate
SERO leadership team
Management profileNumber of profiles
Profiles1 record
SERO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SERO M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SERO
What does SERO do?
SERO is an Electronics Manufacturing Services (EMS) provider specializing in large-series Printed Circuit Board Assembly (PCBA) production of 50,000 to 1,000,000+ units with low to medium PCB complexity. The company delivers SMD and THT assembly, depaneling, testing, and special machine manufacturing, complemented by the proprietary NedFlex® testing platform, NPI/prototyping, industrial engineering (DfM, DfT, DfC) and supply chain services to enterprise customers in automotive, medical, industrial, connectivity, and energy markets.
Is SERO a public or private company?
SERO is a private company. It is classified as corporate owned and is currently operating.
When was SERO founded?
SERO was founded in 1992. It employs 101 to 250 people.
Where is SERO based?
SERO is headquartered in Rohrbach, Germany, in the Europe region.
How does SERO make money?
Three revenue lines are on record. EMS Manufacturing Services are the primary driver. The others are industrial Engineering Services and NPI & Prototyping Services.
Who are SERO's main competitors?
Direct peers on record are Enics, Scanfil, Inission AB, NOTE AB, Zollner Elektronik, GPV International, Katek Group, Hanza Holding and Cicor Technologies. Phoenix Mecano is listed as a broad incumbent.
Does SERO have an API?
No public API is recorded for SERO.
What industry is SERO in?
SERO's product category is Electronics Manufacturing Services (EMS). Its primary akta.pro industry code is HDAHAOAI, PCB Assembly (PCBA/EMS), with a secondary code of IMAGAGAA, Industrial Electronics Manufacturing Services (EMS). Its NAICS code is 333 and its SIC code is 3559.