What Instrumatic does

Instrumatic is a Brazilian industrial instrumentation company headquartered in São Paulo, operating as the primary Brazilian distributor for Nova Smar's (Smar) industrial automation product portfolio. The company offers a comprehensive catalog spanning pressure, temperature, position, density, and level transmitters (LD, TT, TP, DT, IMC-R, RD series); valve positioners and pneumatic/electric actuators (FY, ACP, AC series); control platforms including the DFI302 system, LC800 PLC, and CD600Plus multi-loop controller; and software suites such as ProcessView (HMI/SCADA), AssetView, HistoryView, Studio302, and OPC communication tools. All products support major industrial protocols including HART, FOUNDATION Fieldbus, Profibus PA, and WirelessHART, with newer additions like iIoTView cloud integration and COI Integrated Operations Center extending into IIoT-adjacent software.

The company's revenue model combines one-time equipment and software licensing sales with professional services including technical support, training, and installation/maintenance. All sales are processed through a quote-based B2B mechanism with multi-year contracts; no public pricing is published. Instrumatic sells through regional sales representatives covering all Brazilian states, an inside sales team, company offices in São Paulo, Barueri, and Belo Horizonte, and the INSTRUMATIC LLC subsidiary in Miami for international customers. Marketing is digital-first via the company website, with extensive technical articles, product catalogs, YouTube video content, and a downloads portal.

Instrumatic serves six primary industrial verticals: Sugar & Ethanol (designated primary), Aluminum, Mining, Oil & Gas, Pulp & Paper, and Food & Beverage. The company was formed by engineers and technicians from the industrial instrumentation field, positioning domain expertise and multi-protocol integration capability as its core competitive differentiators. The product portfolio also includes educational/training products (Demokit-HART, Demokit-PROFIBUS, PD3-302/PD3-303 didactic plants, SYS302AC academic license), suggesting a channel into technical education.

Name

Instrumatic

Legal name

Instrumatic Medição e Controle Ltda

Website

https://instrumatic.com.br

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Instrumatic is a São Paulo-headquartered Brazilian industrial instrumentation distributor and value-added reseller of Nova Smar products, supplying transmitters, valve positioners, control platforms, and SCADA software to sugar & ethanol, mining, oil & gas, and other process industries across Brazil and the Americas.

Ownership category

akta.pro rank

Product category

Industrial Instrumentation

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Instrumentation, Controls & Automation (DCS/PLC/SCADA, SIS, Metering) (EUAEAFAC)

akta.pro secondary industry

Process & Batch Control Software (Recipe Management, ISA-88) (IMAGABAH)

Keywords

• Industrial instrumentation
• Process automation
• Pressure transmitters
• Valve positioners
• Control systems

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Industrial Instrumentation Equipment Sales: Sale of industrial instrumentation products including transmitters, positioners, actuators, and accessories. Products support multiple industrial protocols (HART, Foundation Fieldbus, Profibus PA, WirelessHART). Revenue is generated through direct sales to industrial customers across Brazil and Latin America.
2. Control Systems and Platforms: Sale of control platforms including DFI302, LC800 PLC series, and CD600Plus multi-loop controllers. These are sold as complete systems with associated configuration tools.
3. Software Licenses: Sale of software products including ProcessView (HMI/SCADA), CONF600 Plus configuration software, AssetView, and other automation software tools. Academic licenses available for educational institutions.
4. Technical Support and Services: Technical support, training, and potentially installation/maintenance services for instrumentation and automation systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Instrumatic is an industrial instrumentation distributor and value-added reseller of Smar (Nova Smar) products in Brazil, selling transmitters (pressure, temperature, position, density, level), valve positioners, actuators, control platforms, and automation software (HMI/SCADA, asset management, configuration tools). The company serves Brazilian industrial customers across sugar & ethanol, aluminum, mining, oil & gas, pulp & paper, and food sectors with regional sales representatives, technical support, project design, installation, and maintenance services.

Product overview

Instrumatic is an industrial instrumentation company and Smar product representative serving the Brazilian market. The company offers a comprehensive portfolio of measurement instruments (pressure, temperature, position, density, level transmitters), actuation and control products (valve positioners, pneumatic and electric actuators), control platforms (DFI302, LC800 PLC, CD600Plus multi-loop controller), and software solutions (ProcessView HMI/SCADA, AssetView, Studio302 configuration suite, OPC communication tools). The product line also includes industrial communication accessories, signal converters, remote seals, and educational/training products (Demokit kits, didactic plants). Instrumatic primarily serves industrial sectors including sugar & ethanol, aluminum, mining, oil & gas, pulp & paper, and food processing across Brazil.

Differentiator

Problem solved

Functional benefit

Products and services

• Pressure Transmitters (LD Series) Intelligent pressure transmitters with microprocessor-based design, digital capacitance measurement, and ranges from 50 Pa to 40 MPa. Available in Absolute, High Static Pressure, Differential, Hydrostatic, Gauge, Level, Sanitary, and Flow variants supporting HART, Foundation Fieldbus, and Profibus PA protocols. Used by industrial process plants for pressure, level, and flow measurement.
• Temperature Transmitters (TT Series) Intelligent temperature transmitters supporting RTDs and thermocouples with remote calibration and isolation. Multi-channel PROFIBUS option (TT383) and SIS-certified version (TT400SIS) for safety instrumented systems. Used in industrial process plants for temperature measurement.
• Position Transmitters (TP Series) Intelligent position transmitters using Hall Effect sensor technology for non-contact linear and rotary position sensing. Supports HART, Foundation Fieldbus, and Profibus PA, including WirelessHART (TP400WH) variants. Used for valve and actuator position feedback.
• Density Transmitters (DT Series) Density and concentration transmitters available in 4-20 mA+HART (DT301), Foundation Fieldbus (DT302), and Profibus PA (DT303) variants for industrial concentration and density measurement applications.
• Radar Level Transmitters (IMC-R800 and RD500) Free wave radar (IMC-R800) and guided wave radar (RD500) level transmitters for non-contact and TDR-based level measurement in industrial processes.
• Valve Positioners (FY Series) Intelligent valve positioners with continuous on-line diagnostics for reduced troubleshooting time and maintenance cost reduction. Supports HART, Foundation Fieldbus, and Profibus PA protocols and multiple valve brands. Used for pneumatic valve control and position feedback in process plants.
• Pneumatic Cylinder Actuators (ACP300 Series) Pneumatic cylinder actuators for industrial valve automation, available in standard and Profibus PA versions.
• Compact Electric Actuators (AC500 Series) Compact electric actuators for industrial valve automation applications.
• DFI302 Process Control and Automation Platform Comprehensive process control platform with remote I/O modules, controllers, linking devices, and gateway solutions. Supports Foundation Fieldbus, Profibus, and HART networks with up to 124 field devices and 3584 bytes of I/O. Used for plant-wide process automation integration.
• LC800 Series Programmable Logic Controller Industrial programmable logic controllers with LogicView configuration software supporting the IEC 61131 standard for industrial automation.
• CD600Plus Multi-Loop Digital Controller Versatile multi-loop digital controller capable of controlling up to 4 control loops with 8 PIDs and over 120 function blocks for sophisticated control strategies.
• AuditFlow Flow Measurement System Flow measurement system including HFC302 flow computer and HFCView management and reporting tool for custody transfer and fiscal metering applications.
• ProcessView / ProcessView64 HMI/SCADA Software 32-bit and 64-bit HMI/SCADA software suite for process visualization, data acquisition, alarm management, trend analysis, batch control, and OPC communication in industrial operations.
• HistoryView Plant Data Historian (PIMS) High-performance plant data historian for industrial process data storage, trending, and analysis.
• AssetView Asset Management Software Asset management software for managing field instrumentation and equipment, enabling predictive maintenance and diagnostics in industrial plants.
• Studio302 Configuration and Maintenance Suite Comprehensive software suite for configuration, editing, maintenance, and diagnostics of automation and control platforms, including SimulationView, SYSCON, and AspectView tools.
• DF100G2 WirelessHART Gateway Gateway device for connecting WirelessHART devices to wired industrial networks.
• HART Bluetooth Interfaces (HI331/HI341) Bluetooth HART interfaces for wireless communication with HART field devices using mobile devices.
• Remote Seals (SR301 Series) Complete line of remote seals (flange, extended, threaded, sanitary, pancake) for pressure transmitters in applications requiring diaphragm separation from process media.
• Demokit Training and Demonstration Kits Educational and training kits featuring PROFIBUS (pedestal-mounted) and HART (briefcase-mounted) technology, including transmitters, valve positioners, controllers, and supervision software for hands-on industrial automation training.
• Educational Plants (PD3-302 and PD3-303) Didactic training plants for FOUNDATION Fieldbus (PD3-302) and PROFIBUS (PD3-303) industrial automation education.

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Nova Smar (Smar)coreChannel Partner/ Reseller/ DistributorInstrumatic appears to be the primary Brazilian distributor for Smar (Nova Smar) industrial instrumentation products. They sell the complete Smar product line including transmitters (pressure, temperature, level, position, density), valve positioners, control platforms (DFI302), controllers (LC800, CD600Plus), and software (ProcessView, AssetView). The company website features extensive Smar product catalogs, technical documentation, and YouTube videos promoting Nova Smar products and participation in industry events like Fenasucro.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABB Process Automation: Provides 800xA control systems plus measurement and analytics products with significant Brazilian industrial footprint; competes with Instrumatic across most primary verticals.
• Honeywell Process Solutions: Experion PKS plus field instrumentation through legacy brands; significant Brazilian presence in oil & gas and refining, competing with Instrumatic for control-platform-plus-instrumentation projects.
• Rockwell Automation: ControlLogix/PlantPAx provider with growing Latin American industrial footprint; competes with the LC800 PLC and DFI302 control platform offerings in mid-market industrial applications.
• Emerson Automation Solutions (Rosemount): Global automation incumbent with the Rosemount instrumentation brand and DeltaV control system; widely deployed in Brazilian oil & gas, refining, and chemical plants, overlapping directly with Instrumatic's primary verticals.
• Yokogawa Electric: Strong process automation presence in Latin America with field instruments, control systems (CENTUM), and safety systems. Competes with the Smar/Instrumatic stack in pulp & paper, oil & gas, and chemicals.
• Siemens Process Industries: SIMATIC PCS 7 plus field instrumentation from Siemens, with a strong Brazilian sales channel. Competes with Instrumatic on integrated control-platform-plus-instrumentation bids.

Direct peers

• WIKA: German industrial measurement specialist (pressure, temperature, level) with active distribution in Brazil. Competes directly with Smar/Instrumatic transmitter lines in mid-market industrial accounts.
• VEGA Grieshaber: Specialist in level and pressure measurement including free-wave and guided-wave radar; competes directly with the IMC-R800 and RD500 radar level products in Instrumatic's catalog.
• Endress+Hauser: Global leader in industrial process instrumentation (pressure, temperature, level, flow) with deep Brazil presence. Competes head-to-head with the Smar/Instrumatic product line in sugar & ethanol, oil & gas, and chemicals.
• Smar (Nova Smar): The Brazilian manufacturer of every major product Instrumatic distributes (LD/TT/TP/DT transmitters, DFI302, ProcessView). Most directly comparable because Instrumatic's entire portfolio is built around Smar's technology and roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Instrumatic