AssetPro
AssetPro is a Queensland-headquartered Australian integrated security provider, founded in 1998, delivering physical guarding, event security and crowd control alongside bundled AI CCTV, drone and VR training technology to sports, government, education and commercial real estate clients.
- Company typePrivate
- Founded1998
- HeadquartersBrisbane, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What AssetPro does
AssetPro (Asset Protection Systems) is an Australian integrated security services provider founded in 1998 and headquartered in Queensland. The company delivers physical security services — including static guarding, mobile patrols, K9, crowd control, VIP protection, and major-event security — alongside bundled technology integrations spanning AI-enabled CCTV, autonomous drone surveillance, robotics, VR-based training, and access control. Its client base is concentrated in Queensland but extends to tier-one Australian sports bodies (AFL, Cricket Australia, Brisbane Broncos), universities (Bond University), commercial real estate (Colliers, Knight Frank), and government, with public sector identified as a primary segment.
The company operates a curated partner ecosystem that effectively functions as a platform: Sheridan Consulting provides strategic security consulting, Excelium adds cybersecurity, Codec Security extends the physical workforce, SkillsVR supplies VR training, and SafeTrust, Skydio, Nightingale Security, CobaltAI and Irisity contribute access control, autonomous drones, robotics, and AI video analytics respectively. ISO accreditation and operator licensing in Queensland and New South Wales position it for regulated, multi-site enterprise and government work.
The business model combines fee-for-service guarding and event-security contracts with bundled technology deployments, generating revenue across recurring managed-service engagements and event-driven episodic work. A lean corporate footprint (listed at 1–10 employees) is materially smaller than the "thousands of successful deployments" footprint suggests, implying a large casual or subcontracted field workforce plus partner-delivered technical capability. Pricing is contract-based, anchored by long-tenure venue and government accounts. The company is privately held and does not disclose financials.
AssetPro firmographics
Firmographics- Name
- AssetPro
- Legal name
- Asset Protection Systems
- Website
- https://assetpro.com.au
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AssetPro is a Queensland-headquartered Australian integrated security provider, founded in 1998, delivering physical guarding, event security and crowd control alongside bundled AI CCTV, drone and VR training technology to sports, government, education and commercial real estate clients.
- Ownership category
- akta.pro rank
Where AssetPro is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AssetPro business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Security Guarding Services: Recurring revenue from professional guarding, crowd control, and concierge services delivered across commercial, retail, education, government, and event venues. Services include uniformed guards, mobile patrols, crowd controllers, and security supervisors.
- Security Consultancy and Risk Advisory: Project-based consulting engagements including security risk assessments, strategic security planning, emergency management planning, counter-terrorism planning, and property security audits.
- Event Security Services: Specialist crowd management and event safety services for festivals, sporting fixtures, concerts, and public gatherings with experienced teams in high-density environments.
- Technology Integration Services: Integration and deployment of AI CCTV, drones, robotics, and access control systems with ongoing monitoring services through control room operations.
- Loss Prevention and Retail Security: End-to-end retail security services with dedicated loss prevention capability, including covert guards and inventory shrinkage reduction services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
AssetPro product offering
Product offeringCore offering
AssetPro is a Queensland-based security services provider delivering integrated physical security, crowd management, and risk management solutions. Core offerings span manned guarding for stadiums, events, commercial, retail, education, infrastructure, and government facilities, alongside security consultancy and risk advisory. The company integrates technology solutions including AI CCTV, autonomous security robots, drone surveillance, VR training, and touchless access control to augment its human-led services across Queensland's high-profile environments.
Product overview
AssetPro is a Queensland-based security services provider offering a comprehensive portfolio of physical security services and integrated technology solutions. The core offering includes event security, corporate security, retail security & loss prevention, education security, infrastructure protection, and government security services, supported by a risk management consultancy arm. Technology products include AI CCTV (intelligent video analytics), Security Robotics (autonomous monitoring robots), Drone Surveillance (autonomous aerial intelligence), VR Training (immersive virtual reality training), and Access Control (touchless entry systems). Strategic partnerships extend capabilities in cybersecurity (Excelium), strategic consulting (Sheridan Consulting), and VR training (SkillsVR).
Differentiator
Problem solved
Functional benefit
Products and services
- Event Security
Quantifiable outcome
- Proven results across complex retail precincts for loss prevention
- +2 more outcomes
Companies that use AssetPro
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles1 record
AssetPro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature6 records
AssetPro partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- Sheridan ConsultingcoreSheridan's mastery of strategic consulting and operational execution is a key asset to AssetPro's portfolio. By combining rigorous discipline with elite staffing, they enhance AssetPro's ability to provide flexible, premium security services. Services include strategic risk, emergency management, protective and threat assessments, crowd and venue management, CPTED assessments, and elite guarding and personal protection services.
- ExceliumcoreExcelium stands as Australia's premier cybersecurity authority, delivering the highest caliber of digital protection. By uniting digital expertise with Codec Security's elite physical workforce, the partnership provides a comprehensive defense strategy ensuring high-value assets and critical infrastructure remain resilient against threats both online and on the ground. Services include strategic cyber advisory, critical infrastructure security, framework compliance, offensive security, talent solutions, and 24/7 cyber operations.
- SkillsVRcoreSkillsVR transforms physical security training by making it engaging, measurable, and highly effective. The platform provides immersive preparedness training covering access control, protective protocols, emergency handling, and threat identification. Enables simple creation and scaling of compliant training programs globally, building real-world confidence in a safe environment.
- Codec SecuritycoreCodec Security provides elite physical workforce integrated with Excelium's cybersecurity capabilities. The partnership enables comprehensive defense strategy for high-value assets and critical infrastructure. Codec Security board member Nathanael Holbeck serves as Senior Operations Manager - Events for AssetPro.
- SafeTrustsupportingSafeTrust is the delivery partner for AssetPro's touchless access control technology. The partnership enables secure entry and safer environments through touchless access technology that eliminates physical contact points at key entries with full visibility into team access.
- SkydiosupportingSkydio provides autonomous drone technology that transforms high-risk operations through autonomous flight capabilities. Drones replace dangerous manual patrols with remote, real-time drone surveillance integrated with existing infrastructure for proactive defense strategy.
- Nightingale SecuritysupportingNightingale Security provides autonomous aerial drone surveillance capabilities integrated with AssetPro's security operations. Drones provide perimeter patrols and crowd monitoring with high-resolution live feeds covering vast areas faster and more efficiently than ground teams.
- CobaltAIsupportingCobaltAI is the delivery partner for AssetPro's autonomous security robots. Robots provide continuous, reliable monitoring of facilities ensuring zero gaps in coverage through high-definition video analytics and anomaly detection, handling hazardous or repetitive tasks so personnel can focus on complex decision-making.
- IrisitysupportingIrisity provides AI-powered CCTV technology for AssetPro's intelligent video analytics systems. The technology analyzes video in real-time to detect threats and flag unusual behavior while eliminating false alarms, designed for infrastructure, retail, and public spaces.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
AssetPro competitors and assessment
Company assessmentDirect peers
- Wilson Security: Major Australian security services company providing guarding, mobile patrols, event security, and integrated technology solutions. Offers a similar vertically-segmented service portfolio to AssetPro across commercial, retail, government, and events.
- MSS Security: Australia's largest privately-owned security services provider, offering manned guarding, event security, and integrated security solutions across multiple sectors. Directly comparable to AssetPro's service portfolio with larger geographic footprint and similar enterprise/government customer focus.
- SNP Security: Australian security services provider with strong presence in event, venue, and crowd management security, including major sporting events. Closely comparable to AssetPro's stadium and events specialization and enterprise customer focus.
- Securecorp: National Australian security services firm offering guarding, patrol, concierge, and specialized event security. Comparable to AssetPro across multiple verticals with broader geographic reach and similar integrated service model.
- SIS Group (Security & Intelligence Services): Australian security services provider specializing in guarding, event security, and integrated technology solutions. Comparable mid-sized peer to AssetPro with similar enterprise customer focus and multi-vertical coverage.
Broad incumbents
- Allied Universal (Australia): Global security services leader with significant Australian operations following its acquisition of G4S. Comparable to AssetPro's guarding and event security offerings but at vastly greater scale, with broader service portfolio and technology investments.
- Securitas Australia: Global security services major operating in Australia with broad guarding, electronic security, and risk consulting offerings. Comparable to AssetPro across overlapping verticals but with deeper resources and integrated technology stack as part of a global portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
AssetPro social profiles
Digital presenceAssetPro compliance and trust
Trust signalCompliance1 record
AssetPro financial estimates
Financial estimateRevenue estimate
Valuation estimate
AssetPro leadership team
Management profileNumber of profiles
Profiles6 records
AssetPro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AssetPro 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 AssetPro
What does AssetPro do?
AssetPro is a Queensland-based security services provider delivering integrated physical security, crowd management, and risk management solutions. Core offerings span manned guarding for stadiums, events, commercial, retail, education, infrastructure, and government facilities, alongside security consultancy and risk advisory. The company integrates technology solutions including AI CCTV, autonomous security robots, drone surveillance, VR training, and touchless access control to augment its human-led services across Queensland's high-profile environments.
Is AssetPro a public or private company?
AssetPro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AssetPro founded?
AssetPro was founded in 1998. It employs 1 to 10 people.
Where is AssetPro based?
AssetPro is headquartered in Brisbane, Australia, in the Oceania region.
How does AssetPro make money?
Five revenue lines are on record. Security Guarding Services are the primary driver. The others are security Consultancy and Risk Advisory, event Security Services, technology Integration Services and loss Prevention and Retail Security.
Who are AssetPro's main competitors?
Direct peers on record are Wilson Security, MSS Security, SNP Security, Securecorp and SIS Group (Security & Intelligence Services). Broad incumbents are Allied Universal (Australia) and Securitas Australia.
Does AssetPro have an API?
No public API is recorded for AssetPro.