Traffic Analysis & Design

What Traffic Analysis & Design does

Traffic Analysis & Design, Inc. (TADI) is a privately held traffic engineering specialty firm founded in 2002 in Cedarburg, Wisconsin. The firm provides a focused suite of professional traffic engineering services — traffic impact analyses, corridor studies, signal design and timing, data collection, safety action plans, traffic safety studies, and school transportation studies — exclusively within the traffic engineering discipline rather than as a general civil engineering practice. Its client base is concentrated in the Midwest and spans state and local government agencies (notably the Wisconsin Department of Transportation and a broad set of Wisconsin municipalities and counties), Wisconsin school districts, and private developers including Walmart, Amazon, Cabela's, the Green Bay Packers, and large healthcare and mixed-use developers. The firm's technical stack combines industry-standard software (Synchro, HCS, IHSDM) with proprietary methodologies, notably a Bluetooth-based origin-destination approach developed and validated with the University of Wisconsin Traffic Operations and Safety Laboratory and published through the Transportation Research Board, plus a custom capacity analysis tool for congested intersections and integration of the USDOT ETC Explorer tool.

TADI generates revenue through project-based professional services contracts, with 95% of clients being repeat clients and a substantial portion of work flowing from direct government engagement, public sector procurement (RFPs and qualifications-based selection), and federal funding programs such as HSIP, SS4A, and TAP. The firm operates with a team of 15+ traffic engineers, planners, and technicians holding advanced certifications (P.E., PTOE, RSP1, RSP2, AICP, PMP), supported by a fleet of field data collection equipment including PEEK units, JAMAR count boards, Wavetronix radar sensors, and video cameras. TADI has served as WisDOT's data collection consultant for the Southeast Region's statewide coverage count program (1,300+ count locations annually) and has helped clients secure material federal awards, including $3.2M in HSIP funding for Whitefish Bay and $200K in SS4A planning funds for West Bend. The firm was recognized with the 2025 National Roadway Safety Award from FHWA and the Roadway Safety Foundation and won the ITE Sandbox Competition in 2021.

Name

Traffic Analysis & Design

Legal name

Traffic Analysis & Design, Inc.

Website

https://tadi-us.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Traffic Analysis & Design (TADI) is a Cedarburg, Wisconsin-based traffic engineering specialty firm serving government agencies, school districts, and private developers in the Midwest with traffic impact analyses, signal design, safety studies, corridor studies, and traffic data collection services.

Ownership category

akta.pro rank

Product category

Traffic Engineering Consulting Services

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Transportation & Traffic Engineering Consulting (BPAHAIAC)

Keywords

• Traffic engineering consulting
• Traffic impact analysis
• Signal design services
• Traffic data collection
• Safety action plans

Headquarters

HQ city

Cedarburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Traffic Engineering Consulting Services: Professional consulting services for traffic engineering including traffic impact analyses, signal design, safety studies, corridor studies, and data collection. Revenue is generated through project-based professional services contracts with government agencies, school districts, and private developers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Traffic Analysis & Design, Inc. (TADI) is a professional traffic engineering consulting firm that provides traffic impact analyses, corridor studies, traffic signal design and timing, data collection, safety action plans, traffic safety studies, and school transportation safety studies. The firm serves government agencies, school districts, and private developers across the Midwest, particularly Wisconsin, with services spanning project data collection, analysis, modeling, design, and federal funding application support.

Product overview

Traffic Analysis & Design, Inc. (TADI) is a traffic engineering specialty firm that offers a comprehensive suite of traffic engineering services rather than a software product. The company's service portfolio centers on four core offerings: Traffic Impact Analyses (TIAs) for development projects, Corridor Studies for transportation planning, Signal Design and Timing for intersection optimization, and Data Collection services for various traffic data needs. These core services are supplemented by specialized offerings including Safety Action Plans (using the Safe System Approach for community safety improvements), Traffic Safety engineering, and School Studies (including Safe Routes to School plans and school circulation studies). The firm operates as a professional consulting services company providing technical traffic engineering expertise throughout the Midwest region, with no standalone software products or platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Traffic Impact Analyses (TIAs) Evaluates the effects of proposed developments on surrounding transportation networks, including trip generation, distribution, assignment, and capacity analysis. Used by private developers, municipalities, and WisDOT to support development approvals and infrastructure planning.
• Corridor Studies

Quantifiable outcome

• 46% crash reduction achieved in Whitefish Bay through safety improvements including Danish Offset crossings
• +4 more outcomes

Named customers15 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

Feature5 records

Partnerships

Seven partnerships are on record, tiered key, project-specific, core and minor.

• University of Wisconsin Traffic Operations and Safety Laboratory (UW TOPS Lab)keyStrategic or Co-development PartnerTADI partnered with UW TOPS Lab to develop and validate methodology for Origin-Destination studies using Bluetooth Technology. Results of the Bluetooth and TLAP OD studies were compared and validated, and the resulting research paper was published by the Transportation Research Board.
• Skycomp, Inc.project-specificStrategic or Co-development PartnerPartnered with TADI and Strand Associates on the Madison Beltline Origin Destination Study for WisDOT. Skycomp provided Time Lapse Aerial Photography (TLAP) OD data combined with Bluetooth OD data.
• Strand Associatesproject-specificStrategic or Co-development PartnerPartnered with TADI and Skycomp on Madison Beltline Origin Destination Study for WisDOT.
• Wisconsin Department of Transportation (WisDOT)coreStrategic or Co-development PartnerOngoing strategic relationship for statewide transportation projects. WisDOT utilized TADI's work on Speed Management project to reinforce Wisconsin Speed Management Guidelines. TADI serves as WisDOT's data collection consultant for statewide coverage count program in Southeast Region.
• WisDOTcoreStrategic or Co-development PartnerSelected as WisDOT's data collection consultant for the statewide coverage count program in the Southeast Region with over 1,300 count locations per year.
• Institute of Transportation Engineers (ITE)minorStrategic or Co-development PartnerTADI's trip generation data from Mixed Use Development study was submitted to ITE for inclusion in the 10th Edition of the ITE Trip Generation Manual.
• Federal Highway Administration (FHWA)coreStrategic or Co-development PartnerTADI's Safety Action Plans incorporate FHWA's Safe System Approach. Projects supported by federal funding programs including SS4A and HSIP administered through FHWA guidelines.

Scale indicators12 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• HDR: Employee-owned engineering firm with a substantial U.S. transportation practice covering traffic, safety, and corridor studies. Direct competitor for WisDOT-style work and municipal safety action plans, though much larger.
• WSP: Global professional services firm with a large transportation and traffic engineering group. Pursues the same municipal, state DOT, and developer traffic engineering RFPs as TADI, typically on larger, bundled engagements.
• Kimley-Horn: Large, multi-disciplinary engineering firm with one of the largest U.S. traffic and transportation engineering practices. Competes with TADI on traffic impact analyses, signal design, and safety studies but offers a much wider service portfolio.
• Stantec: Global engineering, architecture, and consulting firm with a significant transportation practice. Competes for the same DOT and municipal traffic engineering work as TADI but at much larger scale and broader scope.
• TranSystems: Transportation-focused engineering and planning consultancy offering traffic, roadway, and safety services. Overlaps with TADI on traffic impact studies, corridor studies, and signal design for state DOTs and municipalities.
• Michael Baker International: Large engineering and consulting firm with a sizable transportation practice. Competes for DOT traffic engineering and safety work alongside TADI, typically as part of broader multi-discipline programs.

Direct peers

• Fehr & Peers: Transportation engineering and planning specialty firm focused on traffic impact analyses, signal design, safety, and multimodal planning. Directly comparable to TADI in service mix and client type (public agencies and private developers), with broader geographic reach.
• Kittelson & Associates: Independent, employee-owned transportation engineering and planning firm with deep expertise in traffic operations, safety, and signal design. Closest pure-play specialty peer to TADI, operating at a larger scale across multiple U.S. offices.
• TJKM Transportation Consultants: California-based traffic and transportation engineering specialty firm offering traffic impact studies, signal design, and data collection. Closely mirrors TADI's specialty positioning and project-based services model.

Emerging players

• Iteris: Smart mobility and traffic management firm combining traffic engineering services with sensor, data, and software products. Adjacent peer — overlaps on traffic data collection and signal timing but with a stronger technology/product orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights8 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Traffic Analysis & Design