Startit

What Startit does

Startit S.r.l. is a privately held Italian information technology company founded in 2000 in Prato by Fabrizio Dominici and Massimo Bonechi. The company designs and develops hardware and software solutions built on a common technology stack spanning GPS satellite tracking, mobile applications, IoT sensors, and mixed reality. Its commercial portfolio comprises three product lines: Fleet2Track, an integrated vehicle monitoring platform used by 1,700 customers and tracking over 1,250,000 kilometers daily across vehicle fleets; Track4People, a personal geolocation and safety platform for schools, hospitals, hospitality, and tourism operators; and Geolens, a mixed reality solution using interactive glasses for topographic survey, GIS, construction, and architectural design. Startit also runs ISYfleet, an R&D project co-financed under the POR FESR Toscana 2014-2020 program that is developing an Industry 4.0 last-mile delivery platform combining software, mixed reality identification, and IoT beacon labeling.

The business model is built on subscription-based SaaS recurring revenue with quote-based custom enterprise pricing depending on fleet size, industry, and feature requirements. Distribution follows a hybrid motion combining direct sales, self-serve channels (dedicated product websites fleet2track.com and track4people.com, plus Google Play and Apple App Store mobile apps), and regional channel partnerships. International expansion is executed through resellers in Portugal (BIZINEST), Uruguay (INOGPS), Chile (IT MUNDO), and Mali (Matrans Mali Sarl), with the Geolens product sold exclusively through Microgeo in the surveying and topographic market. Customer segmentation is horizontal, spanning logistics, fashion, earthmoving, waste disposal, agriculture, education, healthcare, and tourism, with no major customer logos disclosed and pricing dependent on contract scope.

Startit operates from its headquarters in Prato and a secondary office in Milan. The company is founder-controlled and bootstrapped, with no disclosed external venture capital or private equity investors. Capital inputs have come from EU regional development grants (POR FESR Toscana) and Italian state aid (Article 52, Law 234/2012, fiscal year 2020). The company is certified to UNI EN ISO 14001 (environmental management) and UNI EN ISO 45001 (occupational health and safety). Headcount sits in the 11–50 range, positioning Startit as a small, niche B2B telematics, geolocation, and mixed-reality specialist with diversified but low-ARPU revenue per customer.

Name

Startit

Legal name

STARTIT S.r.l.

Website

https://startit.it

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Startit S.r.l. is a privately held Italian IT company founded in 2000 that develops GPS-based fleet tracking (Fleet2Track), personal geolocation safety (Track4People), and mixed reality field visualization (Geolens) software for enterprise clients across logistics, agriculture, healthcare, surveying, and tourism sectors, distributed via direct sales, mobile apps, and international channel partners.

Ownership category

akta.pro rank

Product category

Fleet Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

akta.pro primary industry

Fleet Tracking, Mapping & Real-Time Location Services (RTLS) (TLAEAFAD)

akta.pro secondary industries

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF), Vehicle Diagnostics, Predictive Maintenance & Remote Monitoring (TLAEAFAE), Data Integration, APIs & Telematics Data Platforms (TLABAJAM)

Keywords

• Fleet management software
• GPS vehicle tracking
• People geolocation platform
• Mixed reality solutions
• Telematics monitoring

Headquarters

HQ city

Prato

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Fleet2Track SaaS Platform: Subscription-based vehicle monitoring platform with recurring fees. Communicates with vehicle sensors for consumption analysis, safety, and maintenance scheduling. Customized versions available for various industries including fashion, logistics, earthmoving, waste disposal, and agriculture.
2. Track4People Platform: Subscription/web platform for people geolocation targeting schools, hospitals, and tourism operators. Available via web platform and mobile applications.
3. Geolens Mixed Reality: Mixed reality solution sold through partner Microgeo. Applied to topographic surveying, construction, architectural design, and GIS sectors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Startit develops and sells GPS-based software platforms for vehicle fleet monitoring (Fleet2Track), people geolocation and personal safety (Track4People), and mixed reality field visualization (Geolens). The company serves enterprise customers across industries including logistics, fashion, waste collection, earthmoving, agriculture, schools, hospitals, and tourism, customizing its subscription-based platforms for sector-specific use cases.

Product overview

Startit offers a portfolio of three interconnected solutions: Fleet2Track provides vehicle fleet monitoring and management with GPS and satellite tracking; Track4People delivers people geolocation and safety monitoring for schools, hospitals, and hospitality; and Geolens offers mixed reality technology combining AR and VR for professional applications in surveying, construction, and design. The company also conducts R&D through projects like ISYfleet for last-mile delivery innovation. These solutions share common technology foundations in geolocation, IoT, and cloud-based monitoring platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Fleet2Track: Integrated fleet monitoring solution used by 1,700 customers to track vehicles, analyze consumption, increase safety, and schedule maintenance. Covers over 1,250,000 kilometers daily across all road types.
• Track4People
• Geolens
• ISYfleet

Products and services

• Fleet2Track Integrated vehicle monitoring platform used by 1,700 customers in Italy and abroad to track fleet vehicles, analyze fuel consumption, improve safety, schedule maintenance, and manage work shifts. Communicates with vehicle sensors and includes customized versions for logistics, fashion, earthmoving, waste disposal, and agriculture industries.
• Track4People People geolocation and safety monitoring platform delivered via web and mobile applications for communities, schools, hospitals, tourist and recreational activities. Protects children, elderly, individuals with cognitive disabilities, and large groups through real-time location tracking.
• Geolens (Mixed Reality) Mixed reality solution using interactive glasses to overlay digital project information onto reality, enabling field visualization of digitally produced objects for topographic survey, GIS, construction sites, and architectural design verification. Distributed exclusively through partner Microgeo.

Quantifiable outcome

• 1,700 customers served in Italy and abroad with Fleet2Track
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered regional partner, project partner, case study partner, subcontractor and exclusive partner.

• BIZINESTregional partnerChannel Partner/ Reseller/ DistributorRegional distribution partner for Portugal. Located at Rua Bouca dos Estilhadouros 205, 4445-044 Alfena, Porto. Contact: [email protected], +351 229 020 859.
• INOGPSregional partnerChannel Partner/ Reseller/ DistributorRegional distribution partner for Uruguay. Located at Máximo Tajes 6387, 202 Montevideo. Contact: [email protected], +598 97 411542.
• IT MUNDOregional partnerChannel Partner/ Reseller/ DistributorRegional distribution partner for Chile. Located at El Quillay 142, Machali, Sexta Region del Libertador Bernardo O'Higgins. Contact: [email protected], +56952368203 / +56995425798.
• Matrans Mali Sarlregional partnerChannel Partner/ Reseller/ DistributorRegional distribution partner for Mali. Located at Badalabougou, Sema 2, Rue 109, Porte 277, Bamako Mali. Contact: [email protected], +223 94768235.
• IBILABproject partnerStrategic or Co-development PartnerResearch project partner for ISYfleet. Responsible for analysis of new management model problems, development of necessary software solutions, and collaboration on new tools for warehouse management under the whitelabel model.
• BIG DATA TECHproject partnerStrategic or Co-development PartnerResearch project partner for ISYfleet. Responsible for analysis of data from GPS and environmental monitoring systems, data processing and performance monitoring systems.
• PROJECT & DESIGNproject partnerStrategic or Co-development PartnerResearch project partner for ISYfleet. Responsible for development of miniaturized units with transmission for automatic acquisition of data relating to greenhouse gas emissions, pollutant emissions, noise, traffic congestion, and worker health and safety risks.
• MASINI & SANTINI DISTRIBUZIONEcase study partnerImplementation/ SI/ Consulting PartnerCase study partner for ISYfleet project. Provides organization and structure for project purposes, trains personnel for use of developed tools, and modifies distribution process to support field experiments. Hosts GPS and environmental sensors in their vehicles.
• LABORATORI ARCHAsubcontractorOthersSubcontractor for ISYfleet project. Defines types of environmental data to be monitored, defines inventory table for LCA analysis and related data collection including environmental KPI definitions. Processes collected data for LCA analysis and produces validation related to environmental impacts. Conducts normed analyses on environmental parameters for sensor validation characterization.
• Microgeoexclusive partnerChannel Partner/ Reseller/ DistributorExclusive distribution partner for Geolens mixed reality solution in surveying and topographic market. Quote requests directed to Microgeo at https://www.microgeo.it/it/prodotti-e-soluzioni/topografia/202129-geolens/geolens.aspx

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Trackunit: Telematics and IoT asset-tracking platform for construction and off-highway machinery, overlapping Startit's earthmoving and equipment-monitoring use cases.
• Gurtam (Wialon): GPS tracking and fleet-management software offered on a white-label, partner-distributed model, closely mirroring Startit's reseller-led international motion.
• Geotab: Global fleet telematics platform delivering GPS tracking, diagnostics and predictive maintenance via subscription, the same product category as Startit's Fleet2Track.

Broad incumbents

• Samsara: Connected-operations and fleet IoT platform combining telematics, safety and asset tracking; competes in the same telematics category as Startit at large scale.
• Verizon Connect: Major fleet-tracking and telematics SaaS provider serving vehicle operators worldwide with overlapping capabilities to Startit but far broader scale.
• Webfleet (Bridgestone): Large European fleet telematics and vehicle-monitoring SaaS platform competing directly with Fleet2Track on consumption analysis, safety and maintenance scheduling.

Regional players

• Targa Telematics: Italian connected-mobility and fleet telematics provider offering GPS tracking, fleet management and IoT platforms to the same domestic market Startit serves, but at far larger scale.
• Viasat Group: Italy-headquartered provider of satellite fleet tracking, vehicle telematics and safety/security devices, directly overlapping Startit's Fleet2Track offering in Italy and Europe.
• Octo Telematics: Italian telematics pioneer focused on connected-vehicle data and insurance telematics; shares Startit's GPS/IoT vehicle-data core with an insurance-analytics tilt.

Others

• Teltonika Telematics: Manufacturer of GPS/IoT tracking hardware used across fleet and asset-tracking deployments, an ecosystem/technology overlap with Startit's device-and-platform stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/startititalia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Startit