InCite Robotics
InCite Robotics is a Danish full-service automation house founded in 2020 in Odense. It designs, develops, and deploys proprietary robotic systems — palletizing, welding, mobile robots, and warehouse automation — plus Frida FMS software, serving manufacturing, logistics, automotive, and education customers.
- Company typePrivate
- Founded2020
- HeadquartersOdense, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What InCite Robotics does
InCite Robotics is a Danish full-service automation house founded in 2020 and headquartered in Odense, with a 17-person team and an additional office in Copenhagen. The company designs, develops, and deploys proprietary robotic systems and fleet management software for industrial and commercial customers. Its product portfolio spans PTZ-One (a palletizing robot), WDM-One and WDM-Flex (welding robots), Serena (an autonomous mobile robot), iStore (a warehouse robot), and Frida (a fleet management software platform).
The technology stack combines InCite's own robotics hardware and software with integrated partner technologies from Universal Robots and Kemppi. AI and computer vision are embedded as features: vision-based quality control, fault detection, sorting, and image recognition (iStore); machine-learning-enabled autonomous navigation (Serena); and predictive maintenance. The company serves customers across manufacturing, automotive, shipbuilding, retail/logistics, and education, operating within the Odense robotics cluster ecosystem.
The business model mixes hardware sales, software subscriptions, services, and leasing arrangements. Implementation projects typically run 1–4 months and the company targets both large enterprises and small-to-medium businesses. InCite positions itself as a system integrator with proprietary products rather than a pure integrator, using its own robot brands and Frida FMS as the differentiators against generic integration competitors.
InCite Robotics firmographics
Firmographics- Name
- InCite Robotics
- Legal name
- InCite Robotics ApS
- Website
- https://inciterobotics.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- InCite Robotics is a Danish full-service automation house founded in 2020 in Odense. It designs, develops, and deploys proprietary robotic systems — palletizing, welding, mobile robots, and warehouse automation — plus Frida FMS software, serving manufacturing, logistics, automotive, and education customers.
- Ownership category
- akta.pro rank
InCite Robotics industry classification
Industry- Product category
- Industrial Robotics and Automation Systems
- NAICS
- Industrial Machinery Manufacturing (33324), Industrial Machinery Manufacturing (3332)
- SIC
- Special Industry Machinery, Nec (3559), Services-Computer Integrated Systems Design (7373), Industrial Trucks, Tractors, Trailors & Stackers (3537)
- akta.pro primary industry
- Industrial Robots (Articulated, SCARA, Delta, Cartesian) (IMAHAHAA)
- akta.pro secondary industries
- Industrial & Warehouse Robotics (HDAAAIAA), Industrial Robotics & Cobots (IMAIAMAB), Factory Automation Cells & Integrated Systems (Assembly, Welding, Painting Lines) (IMAHAHAL)
Keywords
Where InCite Robotics is headquartered
LocationHeadquarters
- HQ city
- Odense
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
InCite Robotics business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales
Revenue model
- Automation Solutions and Robotics: Sale of proprietary robot systems including palletizing robots (PTZ-One), welding robots (WDM-One, WDM-Flex), and warehouse automation. Solutions are sold with options for leasing agreements with fixed monthly payments.
- Fleet Management Software: Frida FMS software for fleet management, providing centralized control and monitoring of robot fleets with real-time data insights.
- Consulting and Integration Services: Full-service automation consulting from advice to integration. Projects typically run 1-4 months with close collaboration. Includes customized automation strategies and implementation.
- Leasing Agreements: Flexible leasing options allowing businesses to lease products and services for a fixed monthly payment without large capital investment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Leasing option for PTZ-One palletizing robot |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
InCite Robotics product offering
Product offeringCore offering
InCite Robotics designs, sells, and integrates proprietary robotic automation systems for manufacturing and logistics customers. Its portfolio includes the PTZ-One palletizing robot, WDM-One and WDM-Flex collaborative welding robots, the Serena autonomous mobile robot (AMR), the iStore warehouse picking robot, and the Frida Fleet Management Software that centrally coordinates robot fleets. The company delivers full-service automation projects — from consultation and customized strategy through integration — typically completed in 1–4 months.
Product overview
InCite Robotics is a full-service automation house offering a portfolio of high-end, individualized standard automation solutions. The product suite centers on three innovative robot applications: the PTZ-One palletizing robot, and the WDM-One and WDM-Flex welding robots. Additionally, the company offers Serena, an autonomous mobile robot (AMR) for internal retail transport, iStore, a warehouse robot for inventory and picking automation, and Frida, a proprietary Fleet Management Software (FMS) that coordinates Serena fleets. The solutions are built on the company's own software and robot technology, integrating third-party hardware (e.g., Universal Robots arms, Kemppi welding units) to create individualized automation accessible to businesses of all sizes.
Differentiator
Problem solved
Functional benefit
Brands
- PTZ-One: A fully automatic palletizing robot that can be easily moved around the company for different palletizing tasks. Features simple software, quick reconfiguration for new products, and is approved to stand freely without safety barriers.
- WDM-One
- WDM-Flex
- Serena
- Frida
Products and services
- PTZ-One Palletizing Robot
Quantifiable outcome
- PTZ-One reduces reconfiguration time by over 90%
- +4 more outcomes
Companies that use InCite Robotics
Customer profileSegments5 records
Ideal customer profiles4 records
InCite Robotics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature7 records
InCite Robotics partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major, supporting and minor.
- Meditek DanmarkcoreJoint venture partner with InCite Robotics and Neo Robotics to form Meditek Danmark. This fusion aims to revolutionize the healthcare sector through innovative products, advanced automation, and robotics technology. The partnership brings together Coalescent Mobile Robotics with Meditek Danmark.
- Neo RoboticscoreJoint venture partner with InCite Robotics and Meditek Danmark in a groundbreaking joint venture to form Meditek Danmark. The partnership aims to bring flexible robotic solutions to more people in the healthcare and pharmaceutical industries.
- Coalescent Mobile RoboticscoreMobile robotics company that has merged with Meditek Danmark through the joint venture with InCite Robotics and Neo Robotics. Erik Ølgaard Nielsen from InCite Robotics became CEO of the combined entity, with plans to expand into healthcare and pharmaceutical sectors.
- Universal RobotscoreTechnology partner providing robot arms (UR10e) for InCite Robotics' WDM-One welding robot and PTZ-One palletizing robot. Universal Robots is a leading collaborative robot manufacturer.
- KemppimajorSupplier of welding equipment integrated into WDM-One collaborative welding robot. Kemppi provides the welding technology that is part of the comprehensive welding robot solution.
- TrendlogsupportingData and monitoring partner integrated with PTZ-One palletizing robot, enabling real-time production monitoring on mobile devices.
- DensominorPartner company logo displayed on InCite Robotics website.
- DanroboticsminorPartner company logo displayed on InCite Robotics website.
- LinakminorPartner company logo displayed on InCite Robotics website.
- AZOminorPartner company logo displayed on InCite Robotics website.
- Hans SchourupminorPartner company logo displayed on InCite Robotics website.
- Region SyddanmarkminorRegional partner logo displayed on InCite Robotics website.
- Syddansk ErhvervsskoleminorVocational school partner providing educational collaboration for automation training.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
InCite Robotics competitors and assessment
Company assessmentDirect peers
- OnRobot: Danish end-of-arm tooling and collaborative robot application provider, also based in Odense. Directly comparable as a cobot-focused automation specialist selling integrated gripper/welding/sanding solutions to the same SME manufacturing base.
- Mobile Industrial Robots (MiR): Danish AMR manufacturer for internal logistics in manufacturing and warehousing. Highly comparable to InCite's Serena AMR product line and Frida FMS, serving overlapping customers in factories and warehouses globally.
- Locus Robotics: Warehouse AMR provider focused on picking and material movement in retail/3PL warehouses. Comparable to InCite's iStore and Serena products for internal transport and picking automation in similar end-customer environments.
- Danrobotics: Danish automation and robotics integrator listed as an InCite partner. Comparable as a similarly sized Nordic cobot integrator serving manufacturing SMEs with palletizing and welding solutions.
Broad incumbents
- Universal Robots: Global market leader in collaborative robot arms (UR series), based in Odense. Comparable because InCite's PTZ-One and WDM-One are built on UR10e arms, making UR both a critical supplier and a broad incumbent competing in the same automation categories.
- Kemppi: Finnish welding equipment manufacturer integrated into InCite's WDM-One. Comparable as a welding automation specialist serving the same industrial customers and increasingly bundling robotic welding cells.
- AutoStore: Norwegian-origin cube-based warehouse automation vendor with broad global deployment. Comparable to InCite's iStore warehouse robot in target use case (automated storage and picking), though operating at a much larger scale.
- Fetch Robotics (Zebra Technologies): AMR vendor for warehouse logistics, now part of Zebra Technologies. Comparable to InCite's Serena AMR and iStore warehouse robot in target use case and customer segment (warehouse and manufacturing logistics).
- Omron Automation: Global industrial automation incumbent offering robots, motion control, and vision systems. Comparable to InCite as an integrator of factory automation with AI/vision capabilities, though at much greater scale and breadth.
- Yaskawa: Global industrial robot and motion control manufacturer offering Motoman welding and palletizing robots. Comparable to InCite across both welding robot (WDM-One) and palletizing robot (PTZ-One) product categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
InCite Robotics social profiles
Digital presenceInCite Robotics financial estimates
Financial estimateRevenue estimate
Valuation estimate
InCite Robotics leadership team
Management profileNumber of profiles
Profiles4 records
InCite Robotics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InCite Robotics 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 InCite Robotics
What does InCite Robotics do?
InCite Robotics designs, sells, and integrates proprietary robotic automation systems for manufacturing and logistics customers. Its portfolio includes the PTZ-One palletizing robot, WDM-One and WDM-Flex collaborative welding robots, the Serena autonomous mobile robot (AMR), the iStore warehouse picking robot, and the Frida Fleet Management Software that centrally coordinates robot fleets. The company delivers full-service automation projects — from consultation and customized strategy through integration — typically completed in 1–4 months.
Is InCite Robotics a public or private company?
InCite Robotics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was InCite Robotics founded?
InCite Robotics was founded in 2020. It employs 11 to 50 people.
Where is InCite Robotics based?
InCite Robotics is headquartered in Odense, Denmark, in the Europe region.
How does InCite Robotics make money?
Four revenue lines are on record. Automation Solutions and Robotics are the primary driver. The others are fleet Management Software, consulting and Integration Services and leasing Agreements.
Who are InCite Robotics's main competitors?
Direct peers on record are OnRobot, Mobile Industrial Robots (MiR), Locus Robotics and Danrobotics. Broad incumbents are Universal Robots, Kemppi, AutoStore, Fetch Robotics (Zebra Technologies), Omron Automation and Yaskawa.
Does InCite Robotics have an API?
No public API is recorded for InCite Robotics.
What industry is InCite Robotics in?
InCite Robotics's product category is Industrial Robotics and Automation Systems. Its primary akta.pro industry code is IMAHAHAA, Industrial Robots (Articulated, SCARA, Delta, Cartesian), with a secondary code of HDAAAIAA, Industrial & Warehouse Robotics. Its NAICS code is 33324 and its SIC code is 3559.