Saferoads

What Saferoads does

Saferoads is an Australian designer, manufacturer, and distributor of road safety infrastructure products, founded in 1992 and headquartered in Pakenham, Victoria. The company is publicly listed on the ASX (ticker: SRH) and operates with 11-50 employees. Its product portfolio spans seven categories: solar-powered roadway lighting (Roadway Solar V-LED, Blade Solar Light series), electronic variable message signs (Zone VMS), temporary and permanent road barriers (HV2, T-Lok, Ironman Hybrid, SLED), vehicle mitigation systems (Rapid Stop Barrier), security bollards (OmniStop range), traffic calming devices, and guide posts. Underlying technology includes in-house LS Dyna finite element crash simulation, MASH crash testing, ASBAP approval processes, and patented T-Lok Steel Wedge technology, supported by ISO 9001/14001/45001 certifications. The Zone 2 cloud platform provides remote management and monitoring of electronic signage assets.

Saferoads monetizes through direct sales and channel partnerships (Traffix Devices in North America, CSP Pacific in New Zealand) on a quote-based, project-tender pricing model. Equipment rental is also available through partners, and certain government and enterprise engagements run on multi-year contracts. Revenue mechanics are tied to public infrastructure spending cycles and civil construction project flow rather than SaaS or subscription economics, though the Zone 2 platform introduces nascent recurring-revenue potential.

The customer base is diversified across Australian state road authorities (DoT Victoria, Melbourne City Council, Frankston City Council), international road authorities (NZ Transport Agency, North Dakota DoT), tier-1 civil contractors (ACCIONA, Boral Asphalt, CSP Pacific), enterprise (Yarra Trams/Keolis Downer), education (SuniTAFE), and event operators. Geographic footprint spans Australia, New Zealand, and 20+ US states. The company's strategic direction over the past three years has emphasized international channel expansion, regulatory certification to access state-level tenders, and extension into adjacent vehicle-mitigation and security verticals.

Name

Saferoads

Legal name

Saferoads Holdings Limited

Website

https://saferoads.com.au

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Saferoads is an ASX-listed Australian manufacturer of road safety infrastructure, including temporary barriers, solar lighting, variable message signs, security bollards, and vehicle mitigation systems. It serves government road authorities, civil contractors, and enterprises across Australia, New Zealand, and North America through direct sales and channel partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Pakenham

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sale of road safety products including barriers, bollards, solar lighting, and VMS signs to government and commercial customers.
2. Equipment Rental: Rental model through channel partners such as CSP Pacific, offering temporary access to crash barriers and other road safety equipment for construction projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Saferoads designs, develops, manufactures and supplies road safety hardware including MASH crash-tested temporary barriers (HV2, T-Lok, Ironman Hybrid), energy-absorbing security bollards (OmniStop range), solar-powered LED lighting, and electronic Variable Message Signs managed through the proprietary Zone 2 cloud platform. The company's in-house LS-Dyna crash simulation and MASH testing capabilities support custom-engineered solutions for government transport authorities, civil contractors, and event organisers across Australia, New Zealand, North America, Europe and Asia.

Product overview

Saferoads is Australia's leading supplier of road safety products, offering a comprehensive portfolio of innovative, market-leading technology products. The product range consists of multiple interconnected categories: Solar Lighting products (Roadway Solar V-LED Light, Blade Solar Light series) providing permanent and portable commercial-grade solar lighting solutions wind-rated for Category C conditions; Electronic Signs including Zone VMS Classic, Zone VMS Essential, and the broader Zone VMS range managed through the Zone 2 cloud platform; Temporary Barriers encompassing MASH-tested barriers (HV2 Barrier as the first unanchored TL-4 barrier, T-Lok Concrete Barrier TL-3, Ironman Hybrid Barrier TL-2) and Pedestrian Barriers (Safe-T Guard, Blockout Barriers, Rubber Guard); Vehicle Mitigation products including Rapid Stop Barrier with disabled and emergency access variants; Security Bollards spanning Energy Absorbing Bollards (OmniStop Ultra, OmniStop Super Duty), Permanent Bollards, Removable/Lockable Bollards (Surface Mount, Inground, SlipLoc), and the OmniStop Portable System; Traffic Calming solutions including Separation Kerb, Rubber Speed Humps/Cushions, Rubber Kerbing, Wheel Stops, Rumble Bars, Kangou Signs, Caterpillar Safe Cycle, and Roll Out Speed Humps; Guide Posts (SupaSteel, SnapLoc); and Steel Bollards. All products are extensively tested including MASH crash testing and LS Dyna FEA simulations, with LS Dyna Finite Element Analysis being used to validate R&D programs and predict performance in crash scenarios. The company operates ASX-listed as Saferoads Holdings Limited (ASX:SRH).

Differentiator

Problem solved

Functional benefit

Brands

• Zone VMS: Electronic Variable Message Sign (VMS) product line managed through the Zone 2 cloud-based online management platform. Includes Zone VMS Classic and Zone VMS Essential models.

Products and services

• Roadway Solar V-LED Light Commercial-grade solar LED lighting system for permanent installation in remote roads, parklands, walking tracks, multi-use streetscapes, car parks, mining areas and blackspot locations. Wind rated for Categories A, B and C.
• Blade Solar Light – Telescopic Pole Portable solar lighting solution with telescopic pole and rotationally moulded plastic base designed for Wind Region C conditions.
• Blade Solar Light - Hinged Pole Portable solar lighting solution with hinged pole for easy deployment and storage in temporary work zones.
• Blade Solar Light - Galvanised Pole Permanent solar lighting solution with galvanised pole for long-term installations requiring durable mounting.
• Zone VMS Classic Variable Message Sign with cloud-based Zone 2 management platform enabling remote message updates, scheduling, and real-time monitoring from any device, backed by 24/7 local Australian support.
• Zone VMS Essential Variable Message Sign designed for cost-effective deployment with cloud management capabilities and STREAMS ITS integration.
• HV2 Barrier First and only unanchored steel barrier successfully crash tested to MASH TL-4, ASBAP-approved for use up to 100km/h. Designed to withstand passenger vehicle impacts and safely deflect ten-tonne trucks without anchoring or pinning to the road surface.
• T-Lok Barrier Freestanding temporary longitudinal precast concrete F-type barrier system crash tested to MASH TL-3, ASBAP-approved to 100km/h, with T and C interlocking connections and an optional steel wedge for tight-radius deployment.
• Ironman Hybrid Barrier Freestanding temporary longitudinal steel barrier crash tested to MASH TL-2 and NCHRP 350 TL-3, ASBAP-approved to 80km/h (some configurations to 70km/h). Lightweight and stackable design for 40, 60 and 80km/h projects.
• SLED End Terminal End treatment terminal designed for use with T-Lok barriers to safely terminate barrier systems. Independently crash tested to protect vehicle occupants during impacts.
• Safe-T Guard Barrier Pedestrian barrier system for crowd control and work-zone delineation.
• BIG Blockout Barrier Large-format blockout barrier for pedestrian control and worksite protection.
• Blockout Barrier Blockout barrier for pedestrian delineation and traffic management applications.
• Rubber Guard Barrier Rubber-based pedestrian barrier offering flexible impact absorption and durability.
• Rapid Stop Barrier Crash-tested vehicle mitigation barrier for event and worksite protection. Fully portable with innovative gate solution allowing pedestrian flow and emergency vehicle access.
• Rapid Stop Disabled Access Vehicle mitigation barrier configuration designed to accommodate disabled access requirements.
• Rapid Stop Emergency Access Vehicle mitigation barrier configuration with gate system designed for emergency vehicle ingress and egress.
• OmniStop Ultra Energy-absorbing security bollard that controls errant vehicles up to 1600kg. Fully crash tested with 1600kg vehicle at 60km/h. Approved by Department of Transport (VicRoads) and Transport for NSW. Features easy installation and post-impact replacement.
• OmniStop Super Duty High-capacity energy-absorbing security bollard that controls errant vehicles up to 2270kg. Fully crash tested with 2270kg vehicle at 50km/h. Protects pedestrians, outdoor diners and assets with minimal footprint.
• Surface Mount Bollard Surface-mounted steel bollard to deter vehicles from pedestrian-dense areas, available in galvanised or steel options with various colours and cap options including rain cap, flat top and dome.
• Surface Mount Lockable Bollard Surface-mounted lockable bollard providing flexible security that can be removed during open hours and reinstalled for overnight protection.
• Inground Lockable Bollard Inground lockable bollard for permanent installation with removal capability for flexible access control.
• OmniStop Portable Bollard System Freestanding, modular security system that stops intentional and accidental vehicle intrusion while allowing pedestrian access. PAS Rating N1G - 48 (2500kg 4x4 Dual Cab Pickup) at 48kph. Requires no anchoring, only a flat surface.
• SlipLoc Bollard Removable lockable steel bollard that can be removed and replaced by one person. 2-Pac yellow paint for high visibility, 10-minute installation, fully galvanised construction, no core drilling required.
• Separation Kerb Rubber separation kerb ideal for redirecting traffic and delineating bike lanes. Can be fitted with flexible delineation posts and installed using butyl adhesive pads for bridge surfaces without drilling.
• Rubber Speed Humps Durable rubber speed humps designed to slow vehicle speeds. Highly visible, resistant to cracking and chipping, and quick to install.
• Rubber Speed Cushions Rubber speed cushion devices designed to slow traffic while allowing emergency vehicles and buses to pass over unimpeded.
• Rubber Wheel Stop Rubber wheel stop for car park applications, designed to prevent vehicle overrun and protect assets.
• Rubber Kerbing White EPDM rubber kerbing that absorbs vehicle impacts, resists cracking and chipping, offers quick installation and removal. Maintenance-free alternative to concrete kerbing.
• Roll Out Speed Hump Portable roll-out speed hump for temporary traffic calming applications.
• Rumble Bars Rumble bar devices designed to alert drivers through vibration and sound when entering hazardous zones.
• Kangou Sign Kangaroo warning sign for road safety applications in areas with wildlife presence.
• Caterpillar Safe Cycle Caterpillar-style safe cycle device designed to direct and separate traffic while alerting drivers to bike lanes.
• SupaSteel Guide Post Guide post balancing strength and flexibility, able to withstand numerous impacts and be bent back into shape over 10 times. Backed by a 5-year warranty.
• SnapLoc Guide Post One-piece guide post quick to install and durable, with impact resistance and capacity to bounce back to original shape post impact. Backed by a 5-year warranty.

Quantifiable outcome

• HV2 Barrier successfully redirects 60 tonne B-triple truck in real-world incident in Victoria's North West region
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• CSP PacificcoreChannel Partner/ Reseller/ DistributorCSP Pacific is New Zealand's leading supplier of civil roading construction and road safety products. They rent Saferoads HV2 Barriers to third parties including tier one contractors. The partnership has been active for the Waikato Expressway project and other NZ infrastructure projects. HV2 Barrier is featured in CSP Pacific's rental fleet.
• Traffix DevicescoreChannel Partner/ Reseller/ DistributorAmerican road safety company with exclusive distribution rights for HV2 Barriers in North America. Partnership enables Saferoads to access the US market with their MASH TL-4 approved unanchored steel barrier, approved in 20 US states.
• Automic Registry ServicesminorOthersManages shareholder communications and registry services for Saferoads Holdings Limited (ASX:SRH). Provides online investor portal for communication preferences and shareholder document management.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lindsay Corporation: US-listed infrastructure and road safety products company whose Road Safety segment includes moveable barriers, crash cushions, and end terminals. Comparable as a listed, larger-scale road safety OEM with MASH-certified product lines.
• Hill & Smith Holdings: UK-listed global provider of road safety products, infrastructure solutions, and galvanised steel products. Competes in the same MASH/EN 1317 barrier categories and operates across multiple continents, making it a broad incumbent in Saferoads' category.
• Trinity Highway Products: US subsidiary of Trinity Industries and one of North America's largest manufacturers of MASH-tested highway safety products, including barriers, attenuators, and end terminals. Broad incumbent with overlapping portfolio but much larger scale than Saferoads.
• Valmont Industries: US-listed diversified manufacturer whose infrastructure segment includes traffic safety products, lighting, and coatings. Overlaps with Saferoads on solar lighting and broader infrastructure categories but operates at a much larger scale across multiple verticals.

Direct peers

• Traffix Devices: US-based road safety company with exclusive North American distribution rights for Saferoads' HV2 Barrier. Directly comparable as a road safety hardware distributor selling MASH-certified barriers, end terminals, and crash cushions to US state DOTs and contractors.
• A-Safe: UK-based manufacturer of polymer vehicle safety barriers and bollards for industrial, warehouse, and pedestrian protection. Comparable as a specialist vehicle-mitigation and barrier brand targeting similar hostile-vehicle and pedestrian-protection use cases as OmniStop and Rapid Stop.
• CSP Pacific: New Zealand's leading supplier of civil roading construction and road safety products, and Saferoads' exclusive HV2 Barrier distributor in NZ. Directly comparable as a channel-distributed road safety hardware business in ANZ with overlapping customer base in transport authorities and tier-one contractors.
• ATG Access (Heald): UK-based manufacturer of hostile vehicle mitigation bollards, barriers, and security products. Directly comparable to Saferoads' OmniStop and Rapid Stop lines in the hostile vehicle mitigation and counter-terrorism bollard category.
• Ingal Civil Products: Australian manufacturer of road safety barriers, end terminals, and crash cushions, directly competing with Saferoads' HV2 and T-Lok lines in the Australian and NZ markets. Closest head-to-head competitor on MASH-tested steel and concrete barriers sold to Australian road authorities.

Emerging players

• TAPCO (Traffic and Parking Control Co.): US manufacturer and distributor of traffic safety, warning, and pedestrian safety products including solar-powered signs and beacons. Partial overlap with Saferoads' solar lighting and VMS categories, primarily serving US municipalities and DOTs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFy9v9McVB6VK0t5_rMdJrg
• LinkedInlinkedin.com/company/saferoads-pty--ltd-/?originalSubdomain=au

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Saferoads