What REFLEX does

REFLEX is a product sub-brand of IMDEX Limited (ASX:IMD), an Australian mining technology company headquartered in Perth and incorporated in 1980. Under the REFLEX label, the company markets directional drilling motors (REFLEX DOWNHOLE MOTORS™) and X-ray fluorescence data integration software (REFLEX XRF CONNECT™) used by mining companies for exploration drilling and production operations. The REFLEX product line is one component of IMDEX's broader portfolio spanning directional drilling, drilling fluids, rock-knowledge instrumentation, and analytics software.

REFLEX products are built around precision downhole motor technology for well-path control and software that connects XRF analyzers to cloud-based data validation platforms (HUB-IQ™). The instruments integrate with adjacent IMDEX technologies such as ACTx™ (digital core orientation with a reported 95% success rate), BLASTDOG™ (multi-sensor downhole data acquisition), DeviDrill™ (directional drilling solutions), and survey instruments including DeviGyro™ and OMNIx™ probes. Software products such as ioGAS™ and aiSIRIS™ support downstream geoscience analysis and geochemical interpretation.

REFLEX generates revenue through hardware sales of directional drilling motors and specialty drilling infrastructure, alongside subscription and licensing income from software platforms. Distribution is direct-to-customer B2B through IMDEX's global sales network, supported by technical specialists and supplemented by the IMDEX Academy learning management system for customer training. The customer base spans exploration and production mining companies across at least 15 countries, with named case-study users including Ballard Mining and Frontline Drilling. REFLEX's strategic positioning within IMDEX is reinforced by an active M&A program — Datarock, Krux Analytics, and Earth Science Analytics in 2024, and the announced acquisition of Advanced Logic Technology and Mount Sopris Instruments in 2025 — aimed at expanding digital and subsurface-intelligence capabilities.

Name

REFLEX

Legal name

IMDEX Limited

Website

https://reflexnow.com

Company type

Public

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

REFLEX is a product sub-brand of IMDEX Limited (ASX:IMD) providing directional drilling motors and XRF data integration software for global mining exploration and production customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Drilling Equipment and Tools Sales: Sale of directional drilling motors, solids removal units, shaker screens, and specialty drilling infrastructure to mining companies.
2. Drilling Fluids Products: Specialty chemical additives including xFORM™ multifunctional fluids, cement & grouting additives, clay & shale stabilisers, and other treating chemicals for drilling operations.
3. Rock Knowledge Instruments and Software: Sale and licensing of survey instruments, structural geology tools, geoscience analyzers, and integrated software platforms including ioGAS™, HUB-IQ™, and aiSIRIS™.
4. Acquisition Integration Services: Acquisition of companies including Advanced Logic Technology (ALT), Mount Sopris Instruments, Earth Science Analytics, Datarock, and Krux Analytics to expand technology portfolio and market reach.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

REFLEX is a product brand within IMDEX Limited that provides directional drilling downhole motors (REFLEX DOWNHOLE MOTORS™) for precise well path control in mining exploration drilling, and X-ray fluorescence data integration software (REFLEX XRF CONNECT™) for real-time geochemical analysis at the drill rig. REFLEX-branded products are sold to enterprise mining companies alongside the broader IMDEX suite of rock knowledge instruments, drilling fluids, and data management platforms that help miners find, define, and extract orebodies.

Product overview

REFLEX is a product sub-brand under IMDEX (ASX:IMD), a mining technology company incorporated in 1980. The REFLEX portfolio consists of two main product lines: REFLEX DOWNHOLE MOTORS™ for directional drilling solutions and REFLEX XRF CONNECT™ for X-ray fluorescence data integration software. These products form part of IMDEX's broader technology suite spanning drilling optimisation, rock knowledge instrumentation, and data management software, designed to help mining companies find, define, and mine orebodies with precision and at speed.

Differentiator

Problem solved

Functional benefit

Brands

• REFLEX DOWNHOLE MOTORS™: Directional drilling downhole motors for precision drilling operations.
• REFLEX XRF CONNECT™

Products and services

• REFLEX DOWNHOLE MOTORS™ Trademarked downhole motor technology for directional drilling applications, enabling precise well path control and deviation management during exploration and mining drilling operations. Targeted at drilling teams at mining companies that need accurate single or multiple target reach.
• REFLEX XRF CONNECT™ X-ray fluorescence (XRF) data connection software that integrates with industry software for real-time elemental analysis and geochemical data transmission from the drill rig. Targeted at geoscientists and drilling teams at mining companies performing on-site geochemical analysis.
• DeviDrill™ Directional drilling solution allowing accurate reach of single or multiple drilling targets during mining exploration drilling programs. Targeted at drilling teams at mining companies running exploration campaigns.
• ACTx™ Digital Core Orientation System Digital core orientation system that enhances safety, accuracy, and time to orient core at the drill rig site. Targeted at structural geology and core logging teams at mining operations.
• BLASTDOG™ Multi-sensor Downhole Data System Multi-sensor downhole data acquisition, analysis, and visualization system for bench characterization during production mining drill and blast operations. Targeted at mine planning and drill-and-blast engineers.
• HUB-IQ™ Cloud-based Data Portal Secure, cloud-based portal for validating field data transmitted from the drill rig, integrated with leading industry software. Targeted at geoscientists, drillers, and data managers at mining operations needing centralized data validation.
• ioGAS™ Geoscience Data Analysis Software Geoscience data analysis software platform for detecting patterns, anomalies, and relationships in geoscience datasets. Targeted at exploration geologists and resource modelling teams.
• xFORM™ Multifunctional Drilling Fluids Multifunctional drilling fluids that offer a simplified approach to optimal mud program performance without guesswork. Targeted at drilling fluids engineers and mud program managers at mining operations.

Quantifiable outcome

• 95% core orientation success rate with ACTx™ system
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boart Longyear: Global drilling services and equipment provider serving mineral exploration and production. Directly comparable to REFLEX's directional drilling motors and core orientation offerings across the same mining customer base.
• Maptek: Mining technology vendor offering geological modelling, blast design, and operational analytics. Comparable to REFLEX's software and bench characterisation product lines serving similar mining customers.
• Datamine: Provider of mining software for geological modelling, mine planning, and production scheduling. Overlaps with REFLEX/IMDEX's ioGAS and broader software portfolio targeting exploration and production mining.
• Veracio: Geological data and core scanning technology company spun out of Boart Longyear. Directly competes with REFLEX's ACTx and BLASTDOG core orientation and bench characterisation product lines.
• Micromine: Mining software vendor offering geological modelling, resource estimation, and mine planning tools. Directly comparable to REFLEX's geological and geoscience software suite for exploration customers.

Broad incumbents

• Sandvik Mining and Rock Solutions: Diversified mining equipment and rock processing business offering drilling tools, automation, and digital solutions. Comparable to REFLEX across drilling equipment and digital rock-knowledge software.
• Hexagon Mining: Division of Hexagon AB delivering enterprise mine planning, fleet management, and surveying solutions. Competes with REFLEX in survey instruments, drill guidance, and digital mining platforms at greater scale.
• Seequent (Bentley Subsurface): Geological modelling and subsurface software platform, now part of Bentley Systems. Comparable to REFLEX's ioGAS and HUB-IQ software products for geoscience data interpretation and drill hole analysis.
• Epiroc: Major mining and infrastructure equipment manufacturer with drilling, rock drilling, and digital mining solutions. Overlaps with REFLEX on drilling optimisation, exploration tooling, and digital orebody knowledge at significantly larger scale.

Emerging players

• Corescan: Specialist hyperspectral core scanning and mineralogy services. Competes with REFLEX's rock-knowledge and geoscience analysis offering for mining customers needing detailed core characterisation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reflex-now

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 REFLEX