SMART tag
SMART tag, operated by Secured Mobility LLC, is a Georgetown, Texas-based SaaS provider of an all-in-one transportation management system for K-12 school districts, offering RFID-based student ridership verification, route planning, parent apps, and modular add-ons on Microsoft Azure infrastructure.
- Company typePrivate
- Founded2012
- HeadquartersGeorgetown, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SMART tag does
SMART tag, operated by Secured Mobility, LLC, is a SaaS-based transportation management system purpose-built for K-12 school districts in the United States. Founded in 2012 and headquartered in Georgetown, Texas, the company pioneered the first on-board tablet solution on school buses when it launched fleetwide in 2014, combining Samsung Galaxy Tab Active ruggedized hardware with proprietary RFID card readers to verify student ridership in real time. The platform ensures students board the correct bus, exit at the correct stop, and are released only to authorized guardians through patented features including Wrong Bus/Wrong Stop alerts and Guardian Release, supported by 10 granted US patents and FERPA/COPPA-compliant data handling.
The product ecosystem is anchored on a core ridership module and extended through modular add-ons: SMART Routing (cloud-based route planning and optimization with route blending and registered sex offender map overlays), SMART Conduct (automated student referral management), SMART Print+ (ID card printing and management), SMART Dismissal (parent-driven dismissal change submissions), SMART Trip (field trip management with district financial system integration), GPS/fleet tracking, WiFi hotspot equipment, and a Parent App for real-time journey monitoring. The platform is hosted on Microsoft Azure and integrates with Student Information Systems via nightly CSV syncs over secure FTP, with identity management through Clever, ClassLink, and Duo Security, and ecosystem partnerships with Tyler Technologies and Samsung.
SMART tag monetizes primarily through annual SaaS subscription licensing to school districts on a per-district basis with no per-seat fees, supplemented by hardware sales (Samsung tablets, RFID readers, charging cradles) and optional paid on-site training services. The company sells through direct enterprise field sales targeting transportation directors and district administrators, supported by purchasing cooperative partnerships (TIPS) and integration-driven co-marketing with EdTech platforms. Its 10 US patents, FERPA and COPPA compliance, and pre-built integration footprint with major K-12 identity, SIS, and security vendors anchor its position in a niche vertical with high regulatory and switching-cost barriers.
SMART tag firmographics
Firmographics- Name
- SMART tag
- Legal name
- Secured Mobility, LLC
- Website
- https://smart-tag.net
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SMART tag, operated by Secured Mobility LLC, is a Georgetown, Texas-based SaaS provider of an all-in-one transportation management system for K-12 school districts, offering RFID-based student ridership verification, route planning, parent apps, and modular add-ons on Microsoft Azure infrastructure.
- Ownership category
- akta.pro rank
SMART tag industry classification
Industry- Product category
- K-12 Student Transportation Management Software
- akta.pro primary industry
- Transportation Technology Systems (GPS/Telematics, Fleet Tracking, ELD) (EDAEADAK)
- akta.pro secondary industry
- Mobility Technology Systems (Parking Systems, Apps, LPR, Access Control) (EDALAKAL)
Keywords
Where SMART tag is headquartered
LocationHeadquarters
- HQ city
- Georgetown
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SMART tag business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- SaaS Platform Licensing: Cloud-based transportation management system licensed to school districts on an annual subscription basis. The platform includes routing software, ridership management, parent apps, and administrative portals without per-seat licensing fees.
- Hardware Sales: Sale of Samsung Galaxy Tab Active tablets, charging cradles, and proprietary RFID card readers as part of the complete transportation management solution.
- Professional Services: Training services including free virtual training and optional paid on-site training for district implementation and adoption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Cost-effective district licensing without per-seat fees |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
SMART tag product offering
Product offeringCore offering
SMART tag sells a cloud-based K-12 student transportation management system built around on-board Samsung Galaxy Tab Active tablets equipped with proprietary RFID card readers that verify students board the correct bus and exit at authorized stops. The platform is licensed annually to school districts without per-seat fees and bundles ridership verification with route planning, a parent mobile app, automated referrals, dismissal management, field trip management, ID card printing, GPS fleet tracking, and fleet management, all hosted on Microsoft Azure.
Product overview
SMART tag is an All-in-One Transportation Management System designed for K-12 student transportation, consisting of a core ridership platform with RFID-based student tracking using Samsung Galaxy tablets on school buses, augmented by modular add-on products including SMART routing (cloud-based route planning and optimization), SMART Conduct (automated referral management), SMART print+ (ID card management with proprietary printing software), SMART Dismissal (attendance and dismissal change management), SMART Trip (field trip request and management), GPS fleet tracking, WiFi hotspot equipment, and a Parent App for real-time bus monitoring. The ecosystem is built on Microsoft Azure cloud infrastructure and provides tools for transportation directors, dispatchers, bus drivers, campus personnel, students, and parents.
Differentiator
Problem solved
Functional benefit
Brands
- SMART Conduct: Automated referral management tool that unifies transportation and school administration in managing behavioral or performance referrals.
- SMART Print+
- SMART Dismissal
- SMART Trip
Products and services
- SMART tag Ridership Core student ridership management system that uses RFID card technology read by Samsung Galaxy tablets installed on school buses to verify that each student boards the correct bus and exits at an authorized stop, including patented Wrong Bus/Wrong Stop alerts and Guardian Release. It is sold to K-12 school district transportation departments.
- SMART routing Cloud-based route planning and optimization software for K-12 school bus transportation, providing real-time route editing, route blending to address driver shortages, and turn-by-turn navigation integration for bus drivers.
- SMART tag Parent App Mobile application for parents and guardians to monitor their student's bus journey with real-time notifications, live bus location tracking, riding history, and dismissal change submission capabilities.
- SMART Conduct Automated student referral management tool that enables bus drivers to submit discipline, wellness, and honor referrals from the on-board tablet, with automated communication to designated school staff and parents.
- SMART print+ Student and staff ID card management solution featuring proprietary card printing software, cloud-based template management, and RFID card integration for instant student verification on buses.
- SMART Dismissal Dismissal and attendance change management system that allows parents to submit default dismissal plans and one-time changes, routing them in real time to school administrators, teachers, and bus drivers.
- SMART Trip Field trip request and management system with roster uploads, parent notifications, route assignments, vehicle scheduling, and billing code integration through district financial systems.
Quantifiable outcome
- Eliminates per-seat licensing fees and costly map update fees
- +2 more outcomes
Companies that use SMART tag
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
SMART tag technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature9 records
SMART tag partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- SamsungcoreSamsung Ascend Platinum Authorized Reseller partnership providing Samsung Galaxy Tab Active ruggedized tablets for use on school buses. Tablets are equipped with proprietary SMART tag software and RFID readers.
- Microsoft AzurecoreCloud infrastructure provider hosting the SMART tag platform. Microsoft Azure provides world-class cloud services ensuring quality, scalability, data privacy, and security for the transportation management system.
- ClevercoreEducation technology integration partner enabling single sign-on and data exchange with school district systems through the SMART tag ecosystem.
- Tyler TechnologiescoreIntegration partnership with Tyler Technologies' education software suite, enabling data exchange and interoperability with district transportation and financial systems.
- ClassLinkcoreSingle sign-on and identity management integration partner, enabling seamless authentication access to the SMART tag platform for school district users.
- Duo SecuritycoreSecurity integration partner providing two-factor authentication for enhanced platform security, ensuring secure access to student data and transportation information.
- NAPT (National Association for Pupil Transportation)coreIndustry association partnership with the National Association for Pupil Transportation, demonstrating industry leadership and commitment to student transportation safety standards.
- TIPS (The National Purchasing Cooperative)coreGovernment and education purchasing cooperative enabling school districts to procure SMART tag solutions through established purchasing agreements, streamlining procurement compliance.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SMART tag competitors and assessment
Company assessmentEmerging players
- Stopfinder: Stopfinder provides a parent-facing school bus tracking and notification app focused on K-12 student transportation visibility. It overlaps with SMART tag's Parent App and ridership notifications, typically serving as a complement or lightweight alternative for districts that have not adopted a full transportation management platform.
- BusGuardian: BusGuardian provides a mobile-based student ridership tracking and bus management solution for K-12 districts, emphasizing driver and parent communication. It competes with SMART tag's ridership and parent communication modules, typically targeting smaller districts seeking a lower-cost, mobile-first deployment.
- BusRight: BusRight offers a mobile-first school bus tracking and parent communication platform with student ridership verification. It competes with SMART tag's Parent App and ridership verification capabilities with a more modern, mobile-centric interface for smaller and mid-size districts.
Direct peers
- Edulog: Edulog delivers school bus routing, planning, and student tracking software for K-12 districts, with solutions for bell-time optimization and transportation management. It is a direct competitor to SMART tag's routing and ridership modules targeting transportation directors.
- Transfinder: Transfinder provides school transportation management software including routing, scheduling, and parent communication tools to K-12 districts across the US. It is a direct competitor to SMART tag's routing, ridership, and parent-app offerings, addressing the same transportation director buyer.
- Here Comes the Bus (Synovia Solutions / Powerfleet): Here Comes the Bus, operated by Synovia Solutions (now part of Powerfleet), provides GPS-based school bus tracking with a parent-facing app. It directly competes with SMART tag's GPS/fleet tracking and Parent App modules in the K-12 school transportation market.
Broad incumbents
- Geotab: Geotab provides a leading commercial telematics and fleet management platform with extensive vehicle tracking and analytics capabilities. While broader than K-12, it is increasingly used by school districts for fleet tracking and competes with SMART tag's GPS and fleet management offerings.
- Samsara: Samsara provides a broad IoT fleet management platform with GPS tracking, telematics, and route management that is increasingly used by school districts for bus fleet visibility. While not K-12 native, it competes for district transportation technology spend against SMART tag's GPS and fleet management modules.
- Tyler Technologies (Versatrans): Tyler Technologies offers Versatrans, a long-established K-12 student transportation management suite covering routing, planning, and parent communication. It is also a SMART tag integration partner, making it the closest large incumbent competing for the same district RFPs with a broader public-sector software portfolio.
- Zonar Systems (Powerfleet): Zonar Systems offers fleet telematics, GPS tracking, and student transportation solutions including stop-arm cameras and pre-trip inspection tools. It competes with SMART tag's GPS, fleet management, and electronic inspection capabilities across K-12 and broader pupil transportation fleets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SMART tag social profiles
Digital presenceSMART tag compliance and trust
Trust signalCompliance2 records
SMART tag financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMART tag leadership team
Management profileNumber of profiles
Profiles1 record
SMART tag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMART tag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SMART tag
What does SMART tag do?
SMART tag sells a cloud-based K-12 student transportation management system built around on-board Samsung Galaxy Tab Active tablets equipped with proprietary RFID card readers that verify students board the correct bus and exit at authorized stops. The platform is licensed annually to school districts without per-seat fees and bundles ridership verification with route planning, a parent mobile app, automated referrals, dismissal management, field trip management, ID card printing, GPS fleet tracking, and fleet management, all hosted on Microsoft Azure.
Is SMART tag a public or private company?
SMART tag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SMART tag founded?
SMART tag was founded in 2012. It employs 11 to 50 people.
Where is SMART tag based?
SMART tag is headquartered in Georgetown, United States, in the North America region.
How does SMART tag make money?
Three revenue lines are on record. SaaS Platform Licensing is the primary driver. The others are hardware Sales and professional Services.
Who are SMART tag's main competitors?
Emerging players on record are Stopfinder, BusGuardian and BusRight. Direct peers are Edulog, Transfinder and Here Comes the Bus (Synovia Solutions / Powerfleet). Broad incumbents are Geotab, Samsara, Tyler Technologies (Versatrans) and Zonar Systems (Powerfleet).
Does SMART tag have an API?
No public API is recorded for SMART tag.
What industry is SMART tag in?
SMART tag's product category is K-12 Student Transportation Management Software. Its primary akta.pro industry code is EDAEADAK, Transportation Technology Systems (GPS/Telematics, Fleet Tracking, ELD), with a secondary code of EDALAKAL, Mobility Technology Systems (Parking Systems, Apps, LPR, Access Control).