What Maddison does

Maddison Limited is a privately held UK product design and development consultancy, founded in 1985 by Rob Butterfield and headquartered in Waterlooville, Hampshire. The firm specialises in translating early-stage medical and consumer technology into commercially viable, regulatorily compliant products, serving a client base that spans global MedTech enterprises (Novartis, Pall, Randox, Tunstall, Nelsons), high-technology start-ups (Phagenesis, Genomtec, SurePulse, Creavo, Forte Medical, Callaly), university research groups (Southampton, Cardiff, Glasgow, Leeds), and government bodies (Public Health England). Its core capability combines industrial design, mechanical engineering, human factors engineering, graphical user interface development, and regulatory compliance expertise delivered through multi-disciplinary teams that engage from concept through to manufacturing handover.

The firm operates a 'build-test-learn' / 'demo or die' rapid prototyping philosophy and applies Design for Manufacture and Assembly (DFMA) from day one to control unit cost and manufacturability. Its regulatory competency spans ISO 13485, ISO 14971, ISO 62366, ISO 62304, IEC 60601, and ISO 11607, with a documented track record of products achieving CE marking and FDA approval, including a Breakthrough Device Designation for Phagenyx in 2020. Notable technical outputs include the Vivacta Niji diagnostic platform (acquired by Novartis for £90 million), the Allegro XRS 25 bi-axial rocking bioreactor for Pall, and proprietary IP via its Maddison Innovations sub-brand (Breath Condensate Collector). The consultancy holds multiple industry awards, including Red Dot, D&AD Wood Pencil, and DBA Design Effectiveness.

Maddison generates revenue through bespoke, project-based design and development consultancy engagements with quote-based, project-specific pricing and no publicly disclosed standard fee schedule. Go-to-market is sales-led and relationship-driven, supported by a content and SEO-driven website, downloadable guides on MedTech design, and industry award credentials. There is no evidence of self-serve or product-led growth, paid advertising, or active social selling; client acquisition relies on reputation, referrals, and direct enquiry through the website. The firm operates from a single UK headquarters and reports a headcount of 51–100 employees.

Name

Maddison

Legal name

Maddison Limited

Website

https://maddison.co.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Maddison Limited is a UK-based MedTech product design consultancy founded in 1985, with 40+ years' experience translating early-stage medical and consumer technology into commercially viable, regulatorily compliant products for enterprises, start-ups, and universities.

Ownership category

akta.pro rank

Headquarters

HQ city

Fittleworth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Design and Development Consultancy Services: Maddison generates revenue by providing product design, development, and engineering consultancy services to medical device companies, SMEs, startups, and university research groups. Services span the full product lifecycle from concept through to manufacturing handover and regulatory submission. Engagement is project-based and relationship-driven.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Maddison is a specialist product design and development consultancy that combines industrial design, mechanical engineering, human factors engineering, graphical user interface design, and regulatory compliance expertise to translate early-stage medical technology concepts, IP, and innovations into commercially viable, manufacturable, and regulatorily approved products. The firm serves medical device companies, SMEs, startups, and university research groups across the full product development lifecycle, from concept and prototyping through CE/FDA regulatory submission and manufacturing handover.

Product overview

Maddison is a product design and development consultancy specializing in medical devices, life sciences, and consumer products. Rather than offering a unified software platform or product suite, Maddison provides expert services including industrial design, mechanical design, human factors engineering, graphical user interface development, regulatory compliance support, and design for manufacture. The company works with clients across the full product development lifecycle — from early concept and prototyping through to regulatory approval and production — supporting the creation of diverse medical and consumer products including diagnostic devices, wearables, point-of-care systems, and therapeutic devices. Maddison does not sell its own standalone product portfolio; instead, it operates as a design partner delivering client-specific outcomes.

Differentiator

Problem solved

Functional benefit

Brands

• Maddison Innovations: Internal innovation brand for proprietary device development, including the Breath Condensate Collector for exhaled breath biomarker collection.

Products and services

• End-to-End Medical Device Product Design and Development Integrated product design and development service for medical device companies, SMEs, startups, and university research groups, covering concept generation, prototyping, design for manufacture, regulatory support, and manufacturing handover. Delivered by multi-disciplinary teams combining industrial design, mechanical engineering, human factors, GUI design, and regulatory compliance expertise.
• Design for Manufacture and Assembly (DFMA) Service Manufacturing-focused design service that prioritises technically feasible and commercially viable solutions in collaboration with trusted manufacturing partners, applied throughout the entire product development process to optimise cost, repeatability, and scalability.
• Human Factors and Usability Engineering Service Usability engineering service following IEC 62366 to conduct user research, assess risk areas, and carry out formative and summative usability evaluations, supporting regulatory approval for medical devices and enhancing user adoption.
• Industrial Design and Branding Service Award-winning industrial design, branding, packaging, and UX/UI service for consumer and industrial products, producing market-defining, iconic designs recognised by Red Dot, D&AD, and DBA awards.
• Invention and Engineering Service Multi-disciplinary invention and engineering service that tackles client problems from various angles, normally resulting in patentable intellectual property for clients and market-leading product solutions.
• Graphical User Interface (GUI) Design Service Graphical user interface design service for medical devices, diagnostic platforms, and industrial equipment, delivering seamless functionality and aesthetic appeal (e.g., Genomtec ID, United Imaging interface).
• Regulatory Compliance and Technical File Support Service Regulatory compliance consultancy covering ISO 13485, ISO 62366, ISO 14971, ISO 62304, ISO 60601, ISO 61010, and ISO 11607, supporting clients in compiling technical files for CE marking and FDA approval.
• Medical Packaging Design Service Medical packaging design service delivered in collaboration with trusted medical packaging suppliers to fulfil specific packaging requirements while ensuring compliance with ISO 11607 standards.
• Microfluidics Design Service Microfluidics design service for diagnostic devices and in-vitro diagnostic (IVD) platforms, applying a lean design-build-test approach to rapidly create and refine functional prototypes.
• Wearable Device Design Service Wearable medical and consumer health device design service spanning neonatal monitoring, stroke rehabilitation, and remote patient monitoring applications (e.g., SurePulse VS, M-Mark, Future Care).
• Instructions for Use (IFU) Design Service Instructions for Use (IFU) design service for medical devices, ensuring clarity, regulatory compliance, and effective user communication.
• Intellectual Property and Funding Support Service Intellectual property development and funding support service helping clients develop patentable IP and access funding, particularly for high-technology startups and SMEs navigating investment rounds.

Quantifiable outcome

• Vivacta's Niji platform was acquired by Novartis for £90 million in 2012, with CE marking achieved in 2016.
• +5 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GBE ElectronicscoreStrategic or Co-development PartnerMaddison collaborated with GBE Electronics to conceptualise, develop, and produce the Allegro XRS 25 bioreactor for Pall Corporation. GBE Electronics contributed electronics and technical expertise to complement Maddison's industrial design and mechanical engineering.
• TactiqcoreTechnology or IntegrationMaddison partnered with Tactiq to create the working prototype of the SAW-Dx reader as well as the disposable cartridge system for clinical trials, combining Maddison's industrial design with Tactiq's software and electronics expertise.
• ITL (Integrated Technologies Ltd)coreImplementation/ SI/ Consulting PartnerMaddison worked with ITL, the contract manufacturer, to develop the reader mechanics for the Novartis Niji system. ITL also supported the development of manufacturing solutions for the disposable cartridge ensuring repeatability and low unit cost. Together with Maddison, ITL designed and built over 100 pilot units.
• University of SouthamptoncoreStrategic or Co-development PartnerMaddison collaborated with the University of Southampton's Department of Health Sciences to develop M-Mark, a wearable stroke rehabilitation system. The collaboration combined academic research with Maddison's industrial design, UX, and engineering capabilities.
• University of GlasgowcoreStrategic or Co-development PartnerMaddison partnered with the University of Glasgow's School of Engineering to develop the SAW-Dx diagnostic device based on the university's unique acoustic-flow technology. Maddison created the working prototype of the reader and disposable cartridge.
• University of LeedscoreStrategic or Co-development PartnerMaddison worked with technology originally developed at the University of Leeds to enhance Corsens, Creavo's portable magnetocardiography device. The collaboration transformed a research prototype into a commercially viable medical device under ISO 13485 design controls.
• Cardiff UniversityminorStrategic or Co-development PartnerMaddison is supporting Cardiff University and the Bill and Melinda Gates Foundation to develop a novel microneedle-based contraception delivery device. Maddison's role involves early user feedback gathering in Uganda alongside mechanical and industrial design aspects.
• University of Cardiff / Bill and Melinda Gates FoundationminorStrategic or Co-development PartnerMaddison is supporting the development of a novel drug delivery device for the University of Cardiff and the Bill and Melinda Gates Foundation. Early user feedback was gathered in Uganda with a user group.
• Medical Packaging Suppliers NetworkminorImplementation/ SI/ Consulting PartnerMaddison has established long-term relationships with trusted medical packaging suppliers, enabling them to fulfil specific packaging requirements while ensuring compliance with ISO 11607 standards and necessary quality and compliance standards.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TTP plc: UK independent technology and product development consultancy operating across MedTech, life sciences, and industrial markets. Comparable in deep engineering and product development capabilities but at significantly greater scale and breadth than Maddison.
• Sagentia Innovation: UK science and technology consultancy serving medical devices, diagnostics, and consumer health markets with R&D, engineering, and regulatory expertise. Comparable in MedTech vertical focus but with broader service scope and larger scale than Maddison.
• Cambridge Consultants: Large UK-based technology and engineering consultancy (now part of Capgemini Engineering) with a deep MedTech practice covering diagnostics, drug delivery, and connected devices. Broader portfolio and deeper bench than Maddison but competes for the same UK/global MedTech design mandates.

Direct peers

• Ximedica: Medical device design and development consultancy providing industrial design, human factors engineering, and regulatory services across diagnostics, drug delivery, and combination products. Closely aligned with Maddison's MedTech design and engineering offering.
• Team Consulting: UK-based medical device design and development consultancy focused on drug delivery, diagnostics, and combination products. Directly comparable to Maddison in MedTech vertical specialism, multi-disciplinary in-house team model, and project-based engagements with regulatory expertise.
• Dewar Jamieson: UK medical device design and development consultancy offering industrial design, mechanical engineering, and regulatory affairs services to MedTech clients. Closely comparable in geography, scale, and MedTech-only vertical focus.
• StarFish Medical: Canadian medical device design and development consultancy with full-service industrial design, mechanical engineering, human factors, and regulatory support. Highly comparable to Maddison in target customer (MedTech startups, SMEs, OEMs), service mix, and ISO 13485-led process orientation.
• M3 Design: US-based product design consultancy with a strong medical device practice spanning industrial design, mechanical engineering, human factors, and regulatory strategy. Comparable in service mix and client profile to Maddison.
• PD-M Group: UK-based product development consultancy providing mechanical engineering, industrial design, and regulatory support for medical devices and consumer health products. Comparable in vertical focus and full-lifecycle service scope.
• HS Design: US medical product design and development firm specialising in industrial design, human factors, and regulatory submission support for MedTech and life sciences clients. Comparable to Maddison in service portfolio and target market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MaddisonLimited

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Maddison