What Promat does

Promat is a passive fire protection specialist operating as a commercial brand of Etex Group, a Belgian multinational building materials manufacturer. Founded in 1958 and headquartered in Adelaide, Australia, the company designs and supplies fire-resistant boards, spray-applied coatings, intumescent paints, and fire-stopping products used in structural steel protection, compartmentation, service penetrations, and M&E enclosures across buildings, tunnels, and heavy industrial facilities. Promat wraps its physical products into fully tested and certified system solutions — structural protection, vertical and horizontal compartmentation, smoke extraction, and modular construction packages — supported by digital specification tools (Fire Stopping Selector, Structural Protection Calculator) and the Promat Hub mobile application for project and warranty management. The company sells primarily through direct, specification-influenced B2B channels via regional offices in Australia (South Australia, Victoria, New South Wales, Queensland) and a network of localized country sites spanning more than 50 countries across Europe, Asia Pacific, Latin America, Africa, and North America.

Revenue is generated principally from one-time product and system sales into construction and industrial projects, supplemented by professional services such as CPD-accredited training modules and technical support. Pricing is quote-based and project-specific rather than publicly listed. The customer base is segmented across Building & Construction (primary), Tunnel Infrastructure, and Industrial verticals including petrochemical, power generation, and metallurgy, with end customers typically being specifiers, contractors, and asset owners rather than named enterprise accounts. Promat differentiates through regulatory-certified documentation, an extensive technical content library, the CLEARCHANGE sustainability framework with EPDs, and recognized brand authority in passive fire protection, positioning it alongside global players such as 3M and ASSA ABLOY in industry market reports.

Name

Promat

Legal name

Promat (Etex Group commercial brand)

Website

https://promat.com.au

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

Promat is a global passive fire protection specialist and brand of Etex Group, supplying fire-resistant boards, coatings, intumescent paints, and certified system solutions to construction, tunnel, and industrial customers across more than 50 countries via direct specification-led B2B sales.

Ownership category

akta.pro rank

Product category

Passive Fire Protection Materials and Systems

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341), Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413)

SIC

Adhesives & Sealants (2891), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Firestop & Penetration Sealing Materials (IMADAGAL)

akta.pro secondary industries

Firestopping & Fire-Resistant Sealants (IMADAOAI), Fireproofing & Intumescent Coatings (IMAIAKAH)

Keywords

• Passive fire protection
• Fire-rated boards
• Intumescent coatings
• Structural fire protection
• High temperature insulation

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Passive Fire Protection Products: Sale of fire protection products including boards, spray coatings, intumescent paints, and fire stopping materials. Products are sold directly through regional offices for construction and industrial applications.
2. Fire Protection Systems: Complete tested and certified fire protection system solutions for structural protection, vertical/horizontal compartmentation, and smoke extraction. Systems include design specification and technical support.
3. Technical Services and Training: Professional development modules, training programs, and technical support services for proper application of passive fire protection systems.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Promat manufactures and supplies passive fire protection products, including calcium silicate boards, spray coatings, intumescent paints, and fire stopping materials, packaged into certified system solutions for structural protection, compartmentation, M&E services enclosures, and smoke extraction. It complements these physical products with digital specification tools (Fire Stopping Selector, Steel Protection Calculator, Promat Hub App) and CPD training services for construction, tunnel, and industrial customers.

Product overview

Promat is a leading provider of passive fire protection solutions for the construction industry, offering a comprehensive portfolio of products and integrated systems. Their core product line includes Boards, Spray Coatings, Intumescent Paints, and Fire Stopping materials, which are organized into complete system solutions such as Structural Protection, Vertical Compartmentation, Horizontal Compartmentation, and E&M Services Enclosures/Ventilation & Smoke Extraction. The company provides digital tools including the Promat Fire Stopping Selector, Steel Protection Calculator, and Promat Hub mobile app to support specification and project management. Supporting services include Professional Development/CPD training and extensive technical documentation. The portfolio is unified under the theme of comprehensive passive fire safety, with products tested and certified to meet fire safety regulations across residential, commercial, and industrial applications.

Differentiator

Problem solved

Functional benefit

Brands

• CLEARCHANGE: Promat's sustainability concept covering product design, decarbonisation, delivery and assembly, energy savings, built to last, and re-use and recycling.

Products and services

• Boards Fire-resistant calcium silicate board products used for structural protection, compartmentation, and fire stopping applications in construction projects. Targeted at commercial and residential building projects requiring certified passive fire protection.
• Spray Coatings Spray-applied fire protection coatings that provide fire resistance to structural steel and other building elements in construction and industrial projects.
• Intumescent Paints Reactive coatings that expand when exposed to heat, providing fire protection to structural elements in buildings.
• Fire Stopping Products and systems designed to maintain fire resistance at penetrations and joints in fire-rated walls and floors.
• Structural Protection System Comprehensive fire protection system solution for load-bearing structures including steel and concrete elements, delivered as a tested and certified package with technical support.
• Vertical Compartmentation System Fire-rated wall systems designed to prevent vertical spread of fire and smoke within buildings.
• Horizontal Compartmentation System Floor and ceiling systems that provide fire-rated barriers to prevent horizontal spread of fire between building levels.
• E&M Services Enclosures, Ventilation and Smoke Extraction System Fire-rated enclosures and ductwork systems for mechanical and electrical services, including smoke extraction solutions, delivered as a tested system for building services engineers.
• Modular Construction Systems Passive fire protection solutions specifically designed for off-site and modular construction methods.
• Promat Fire Stopping Selector Online selector tool enabling users to identify the correct fire stopping product or system for specific penetration types, offering fully tested and certified solutions. Targeted at specifiers and installers in construction projects.
• Steel Protection Calculator Online calculation tool used to determine required fire protection thickness for board, spray, and intumescent paint applications on steel and concrete structures.
• Promat Hub App Mobile application for iOS and Android providing access to fire stopping selection, warranty documents, and project management features including building hierarchy creation, product tracking, and installer collaboration.
• Professional Development and Training Continuing Professional Development (CPD) modules and training services for industry professionals on passive fire protection specification and installation.

Quantifiable outcome

• Fire protection solutions tested to international standards ensuring regulatory compliance

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hilti: Direct competitor in firestopping, fire-rated sealants, and passive fire protection systems for construction, with a comparable specifier-driven B2B go-to-market and technical sales support model.
• Nullifire: Specialist manufacturer of intumescent coatings and firestopping products for the construction industry, directly comparable to Promat's intumescent paints and fire stopping product lines.
• Carboline: Manufacturer of fireproofing and intumescent coatings for structural steel and industrial assets, directly comparable to Promat's spray-applied coatings and intumescent paint portfolio.
• Isolatek International: Specialist in spray-applied fire-resistive materials and intumescent coatings for structural steel, with deep overlap to Promat's spray coatings and structural protection system offerings.

Broad incumbents

• 3M: Diversified global conglomerate with a significant fire protection and firestopping product line, identified alongside Promat as a key market player in the intumescent strip market. Comparable as a broad-based incumbent competing in overlapping firestopping categories.
• Rockwool: Global manufacturer of stone wool insulation products with strong fire-resistance properties, comparable to Promat as a broad building-materials incumbent competing in fire-rated assemblies and compartmentation.
• Knauf: Major global building materials group offering fire-rated drywall, plasterboard, and insulation systems, overlapping with Promat in compartmentation and board-based fire protection.
• ASSA ABLOY: Global leader in access solutions and fire-rated doors/hardware; identified alongside Promat and 3M as a key intumescent market player. Overlaps with Promat in compartmentation and fire-rated assemblies.
• Tremco CPG (Tremco, illbruck, Nullifire parent): Construction products group offering sealants, fire stopping, and passive fire protection systems across multiple brands; comparable to Promat as a portfolio owner of firestopping and sealant solutions serving European and global construction markets.

Emerging players

• FSi Limited: UK-based specialist in passive fire protection products including fire stopping sealants and intumescent materials, a focused direct peer to Promat's fire stopping and intumescent ranges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/promatuk

Revenue estimate

Valuation estimate

Number of profiles

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 Promat