Amtrax

What Amtrax does

Amtrax Limited is a privately held, Auckland-based custom software development firm founded in 1991 that builds bespoke IT solutions and operates a small portfolio of proprietary software products. Its product suite consists of three named offerings: the Amtrax Fleet Management System (a transport fleet maintenance and workshop operations tool deployed at, among others, the world's third largest quarry in the UAE); emPOWER Loan Finance Software (branded externally as Finpower), an accounting and financial-management system for bookkeeping automation and tax compliance; and an Online Membership System for managing large subscriber lists and periodic mailouts.

The company's technology stack is based on Microsoft and Open Source technologies with web-based deployment, supported by Rapid Application Development tools including Ironspeed for prototyping. It also delivers database management across MSSQL, PostgreSQL, MySQL, and Access, and Enterprise Information Integration (EII) services that consolidate disparate accounting, CRM, and order-tracking sources under a single interface. Most recently it has added an AI-Driven Business Solutions consulting line for helping clients identify practical AI automation and optimization use cases.

Amtrax generates revenue through three streams: project-based custom software development engagements (professional services), recurring licensing and support for its three proprietary products, and ongoing support and maintenance contracts for client systems. Pricing is quote-based and non-public; GTM is sales-led, primarily direct with free discovery sessions, tailored success plans, and multi-year contracts. Customers range from startups to large enterprises, with named enterprise deployments in mining/quarrying (UAE), transportation/logistics, and financial services, alongside membership-based organizations. The firm is led by President Jon Donald (10+ years tenure) and Vice President of Security Lee R. McLeod, with 1–10 employees reported in firmographic data and no disclosed external funding.

Name

Amtrax

Legal name

Amtrax Limited

Website

https://amtrax.co.nz

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Amtrax Limited is a privately held Auckland, New Zealand software firm founded in 1991 that builds custom IT solutions and sells three proprietary products — fleet management, emPOWER/Finpower loan finance, and an online membership system — to startups, enterprises, and industry-specific clients in New Zealand and the UAE.

Ownership category

akta.pro rank

Product category

Custom Software Development

NAICS

Custom Computer Programming Services (541511), Computer Systems Design Services (541512), Other Computer Related Services (541519)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Enterprise Application Managed Services Outsourcing (ERP/CRM/HRIS AMS) (BPAEAMAI)

akta.pro secondary industries

Application Maintenance & Support (AMS) (BPAEAFAC), Customer Experience (CX) & Digital Experience (BPAHAEAC)

Keywords

• Custom software development
• Fleet management software
• Loan finance software
• Database management services
• AI business solutions

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Custom Software Development: Bespoke software solutions tailored to meet unique business needs, delivered by expert developers, designers, and strategists. Revenue generated through project-based engagements from startups to large enterprises.
2. Software Products: Proprietary software products including Fleet Management Software, Loan Finance Software (emPOWER), and Online Membership System, generating recurring revenue through licensing and support contracts.
3. Support and Maintenance: Ongoing support, updates, and improvements for existing systems, including free initial code assessment and rapid onboarding.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Amtrax builds bespoke IT solutions and sells three proprietary software products: Amtrax Fleet Management (a transport fleet maintenance and workshop control system used by large-scale commercial operators), Finpower Loan Finance Software (an accounting and financial workflow system powered by emPOWER), and an Online Membership System (for managing extensive subscriber lists and periodic mailouts). It complements these products with custom software development, database management, data integration (EII), and AI-driven business consulting services delivered to startups through large enterprises.

Product overview

Amtrax is a New Zealand-based custom software development company (operating since 1991) that builds bespoke IT solutions alongside its own suite of standalone software products. Its core product portfolio consists of three named software offerings: Amtrax Fleet Management (a transport fleet control and maintenance system), Loan Finance Software branded as Finpower (an accounting and financial management system powered by emPOWER), and an Online Membership System for subscriber list management. These products are sold as independent, fully-featured solutions. Amtrax complements its own products with professional services including Custom Software Development (using Microsoft and Open Source technologies and Ironspeed RAD tools), Database Management (supporting MSSQL, PostgreSQL, MySQL, and Access), Data Integration (EII) for consolidating disparate data sources, and AI-Driven Business Solutions for identifying and deploying practical AI applications to automate and optimise client operations.

Differentiator

Problem solved

Functional benefit

Brands

• Finpower Loan Finance Software: Loan finance and accounting system that simplifies bookkeeping and streamlines financial workflows.

Products and services

• Amtrax Fleet Management A transport fleet management system designed to control maintenance of large fleets and maximise workshop operational efficiency. It supports line-haul trucks, delivery vehicles, and company car fleets across industries, and is used by enterprise operators such as the world's third largest quarry operation in the UAE to minimize vehicle downtime.
• Loan Finance Software (Finpower / emPOWER) An intuitive, robust accounting and financial management system, branded as Finpower and powered by emPOWER, that simplifies bookkeeping, automates financial workflows, tracks and manages taxes, and provides secure financial data handling for informed business decision-making.
• Online Membership System A tailored membership management system trusted by large-scale organisations, designed to manage extensive subscriber lists and automate periodic mailouts efficiently.
• Custom Software Development Bespoke software development services covering tailored business applications, new product ideation, and full project delivery, using Microsoft and Open Source technologies and Rapid Application Development (RAD) tools including Ironspeed, for startups through large enterprises.
• Database Management Services Comprehensive database services including data analysis, design, tuning, and maintenance for MSSQL, PostgreSQL, MySQL, and Access databases, with regular maintenance to optimise performance and ensure disaster recovery.
• Data Integration (EII) Services Enterprise Information Integration (EII) services that combine diverse data sources under a single unified interface, reducing IT costs and improving decision-making by eliminating data redundancies and inconsistencies across separate accounting, CRM, and order-tracking systems.
• AI-Driven Business Solutions Consulting and development services that apply Artificial Intelligence to automate, optimise, and scale client operations, with expert identification of practical high-impact AI applications.

Quantifiable outcome

• Minimise vehicle downtime and maximise workshop operations efficiency
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Eficode: Eficode is a European software consultancy offering custom development, DevOps, and managed services to enterprise clients. Comparable to Amtrax in business model (custom software + proprietary tooling + managed services) though operating at larger scale in different geographies.
• Simform: Simform is a custom software development firm offering bespoke application development and dedicated engineering teams to clients globally. Comparable business model to Amtrax's custom development services, though Simform operates offshore at larger scale.
• Salted Stone: Salted Stone is a mid-sized custom software development and systems integration firm serving SMB and enterprise clients. Comparable to Amtrax in service mix (custom development, integrations, ongoing support) and consultative sales approach.
• Datacom: Datacom is a large Australasian IT services and systems integration firm offering custom software development, managed services, and consulting across NZ and Australia. It is the most direct regional comparable to Amtrax in terms of service mix and target market, though at significantly greater scale.
• Assurity Consulting: Assurity is a New Zealand-based software consultancy specialising in custom software development, testing, and digital transformation services for NZ and Australian clients. Closely comparable to Amtrax in scale, geography, and service offering.

Broad incumbents

• Vista Group International: Vista Group is a larger NZ-based software company specialising in vertically-focused products (film exhibition management). Comparable as a NZ-headquartered software firm that builds proprietary products, though operating in a different vertical at much greater scale.
• Xero: Xero is a leading New Zealand-headquartered SaaS accounting platform serving small businesses globally. While much larger and product-focused, it competes indirectly with Amtrax's emPOWER/Finpower loan finance accounting product in the NZ financial software market.
• TomTom Telematics (Webfleet): Webfleet (TomTom Telematics) is a leading fleet management SaaS platform serving commercial fleets globally. Comparable to Amtrax's Amtrax Fleet Management product in use case, though far larger and cloud-native.
• Accenture: Accenture is a global IT services and systems integration firm offering custom software development and consulting at massive scale. Comparable as a competitor for enterprise custom software engagements, though Amtrax competes by offering a more local, boutique alternative.

Emerging players

• Rentman: Rentman is a smaller specialised SaaS product for fleet/equipment management and rental workflows. Comparable to Amtrax's Fleet Management product in niche vertical focus, representing the type of focused SaaS competitor Amtrax faces in fleet software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amtrax

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 Amtrax