What Liftsure does

Liftsure (legal entity Lift Sure (Pty) Ltd) is a privately held South African distributor and service provider of electric vehicle components and material handling equipment, founded in 1999 and headquartered in Olifantsfontein, Gauteng with a 6-person headcount. The company operates as the local South African agent and distributor for four international principals: Curtis Instruments (motor speed controllers, instrumentation, power conversion, input and warning devices, and programming tools), Albright International (DC contactors and emergency disconnects), MasterMover (pedestrian-operated electric tugs from 50 kg to 360 tonnes, including ATEX and stainless-steel variants), and Easy Mover (compressed-air and battery-powered roll movers), alongside a secondary line with Blue Giant Equipment. It also sells its own Life-Sure sub-brand of custom-designed lithium (LiFePO4), AGM/gel, deep-cycle flooded, and storage batteries, plus a range of PMAC, AC, and DC motors, differentials, and drive wheels.

Revenue is generated through two streams: hardware sales of components and batteries, and professional services covering electric vehicle repairs, monthly maintenance contracts, breakdown management, and ad-hoc callouts. Pricing is not publicly disclosed for products, but services are billed at R400/hour for labour (minimum one hour) and R450 per callout, exclusive of VAT, on a pay-as-you-go basis. Customers are primarily electric forklift and industrial truck operators in warehouses, distribution centres, and manufacturing facilities, with secondary segments in golf course/resort operators, warehouse and logistics operations using electric tugs, and pharmaceutical/food-processing sites requiring ATEX-certified or stainless-steel equipment. The go-to-market is direct-to-consumer, combining a product-catalog website with direct sales via email and phone, supported by on-site service and a workshop facility in Gauteng.

Name

Liftsure

Legal name

Lift Sure (Pty) Ltd

Website

https://liftsure.co.za

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Liftsure is a privately held South African distributor and service provider, founded 1999, that supplies electric forklift spares, motor controllers, batteries, and electric tugs as the local agent for Curtis, MasterMover, Albright, and Easy Mover, and also provides repair and maintenance services to forklift, golf cart, and warehouse operators across South Africa.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Mechanical Power Transmission Equipment Manufacturing (333613), Battery Manufacturing (33591)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction, Mining & Materials Handling Machinery & Equip (3530), Electrical Industrial Apparatus (3620), Motors & Generators (3621)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industries

Lifting Accessories & Rigging (Slings, Shackles, Hooks, Spreaders) (IMAHAJAI), Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD), Hoists (Electric, Manual & Pneumatic) (IMAHAJAG)

Keywords

• Electric forklift spares
• Material handling equipment
• Electric vehicle components
• Forklift repair services
• Battery management systems

Headquarters

HQ city

Olifantsfontein

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Electric Vehicle Components Sales: Sales of electric forklift spares, motor controllers, contactors, batteries, drive motors, and other components for electric vehicles and material handling equipment.
2. Repair & Maintenance Services: Electric vehicle repairs and servicing for forklifts, golf carts, tugs, and material handling equipment, including monthly maintenance plans and breakdown management.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Liftsure supplies electric forklift spares, electric vehicle components, and battery-operated material handling equipment in South Africa, acting as the local agent for Curtis Instruments, Albright International, MasterMover, and Easy Mover. The company also distributes its own Life-Sure Batteries brand and a range of electric motors. In addition to product distribution, Liftsure provides specialist repair, servicing, and maintenance for electric forklifts, golf carts, electric tugs, and warehouse material handling equipment.

Product overview

Liftsure is a South African supplier and distributor of electric forklift spares and electric vehicle technology solutions, founded in 1999. The company operates as a multi-brand distribution business offering a comprehensive portfolio of products organized into six main categories: Curtis Instruments (motor controllers, instrumentation, power conversion, input devices, warning devices, and programming tools); Albright International (D.C. contactors and emergency disconnects in various configurations); Master Mover (electric tugs ranging from 50kg to 360-tonne capacity across SmartMover, MasterTug, AT TOW, All Terrain, MasterHandler, Power Steered, and Trailer Moving System ranges); Easy Mover (compressed air and battery-powered roll movers/pushers); Life-Sure Batteries (lithium, storage, AGM/gel, deep cycle flooded batteries, and inverters/chargers); and Motors (PMAC synchro, AC, DC, differentials, motor pumps, gear motors, and drive wheels). The company also provides repair and maintenance services for electric vehicles including forklifts, golf carts, and material handling equipment, with a focus on the Gauteng region.

Differentiator

Problem solved

Functional benefit

Brands

• Life-sure Batteries: Custom designed batteries including lithium batteries, storage batteries, AGM/Gel batteries, and deep cycle flooded batteries.

Products and services

• Curtis Instruments Motor Controllers and Vehicle Control Systems Curtis motor speed controllers and vehicle control systems for electric and hybrid vehicles including industrial trucks. Includes motor controllers, instrumentation, power conversion (DC/DC converters and battery chargers), input devices (foot pedals, throttle assemblies, steering sensors), warning devices (LED worklamps, beacons, alarms), and programming tools (1313 Handheld Programmer). Targeted at OEMs and operators of electric material handling equipment.
• Albright International D.C. Contactors and Emergency Disconnects D.C. contactors and emergency disconnects for electric vehicles, including Low Voltage Stud, Low Voltage Busbar, High Voltage Stud, P Types, Motor Reversing, Emergency Disconnect, and Combined Disconnect configurations. Includes custom design capabilities. Targeted at electric vehicle manufacturers and maintenance operators.
• MasterMover Electric Tugs Pedestrian-operated electric tugs for moving wheeled loads from 50kg to 360 tonnes. Includes SmartMover, MasterTug, AT TOW, All Terrain Pusher, MasterHandler, Power Steered, Trailer Moving System, ATEX, and Stainless Steel ranges. Targeted at warehouses, manufacturing, and logistics operations.
• Easy Mover Roll Movers and Pushers Pneumatic and battery-powered roll movers and pushers for moving cable drums, paper rolls, truck/bus chassis, airplanes, and aircraft. Includes Rollers, Pushers, and Push/Pull/Maneuver variants. Targeted at industrial and logistics operations.
• Life-Sure Batteries Custom-designed batteries including Lithium (LiFePO4), Storage, AGM/Gel, Deep Cycle Flooded, and Inverters/Chargers for electric vehicles and material handling equipment. The LiFePO4 Golf Cart Battery S Series offers 48V/105A configuration with 3,500+ life cycles and 5-year warranty. Targeted at golf cart and forklift operators.
• Electric Motors (PMAC, AC, DC) and Drivetrain Components Electric motors including PMAC Synchro Motors (400W-50kW, 93-95% efficiency), AC Motors (300W-40kW), DC Motors (200W-15kW), plus Differentials, Motor Pumps, Gear Motors, and Drive Wheels for traction, lifting, and steering applications. Targeted at electric vehicle manufacturers and maintenance operators.
• Electric Vehicle Repairs and Servicing Specialist repair and servicing for electric forklift trucks, pallet stackers, golf carts, battery-operated tugs, warehouse equipment, battery chargers, and material handling equipment. Includes technical support and breakdown management. Targeted at operators of electric material handling equipment in South Africa.
• Maintenance and Callout Services Monthly maintenance plans, breakdown management, battery management, stock inventory management, workshop maintenance, contract management, health and safety management, and an internet-based machine maintenance system (IMMS) with SMS response capabilities. Labour rate: R400.00 excl. VAT per hour (minimum 1 hour); callout rate: R450.00 excl. VAT. Targeted at enterprise customers with electric fleets.
• Golf Cart Repairs and Servicing Specialist golf cart repair and maintenance services including rewiring and battery upgrades, focused on the Gauteng area in South Africa. Targeted at golf courses, resorts, and recreational facilities operating electric golf carts.

Quantifiable outcome

• PMAC brushless motors achieve 93-95% average efficiency, extending battery duty cycles
• +3 more outcomes

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

Six partnerships are on record, tiered core and secondary.

• Curtis InstrumentscoreTechnology or IntegrationLift Sure (Pty) Ltd are the South African local agents for Curtis Instrumentation, providing access to Curtis motor speed controllers and vehicle control systems that set the industry standard with 60 years of innovation.
• MasterMovercoreChannel Partner/ Reseller/ DistributorLocal agents for Mastermover Pedestrian operated tugs, offering award-winning electric tugs for moving wheeled loads from 50kg to 360 tonnes.
• Albright InternationalcoreTechnology or IntegrationDistributor for Albright contactors with over 60 years experience in designing D.C. contactors and emergency disconnects, including custom design capabilities.
• Easy MoversecondaryChannel Partner/ Reseller/ DistributorLocal agents for Easy Mover compressed air solutions - a Swedish world-leading company that has constructed and manufactured Easy Mover since 1982 for moving cable drums, reels, and vehicle chassis.
• Blue Giant EquipmentsecondaryChannel Partner/ Reseller/ DistributorLocal agents for Blue Giant Equipment providing additional material handling equipment options.
• Life-Sure BatteriescoreTechnology or IntegrationCustom designed batteries including lithium, storage, AGM/gel, deep cycle flooded batteries, and inverters/chargers under the Life-Sure brand.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Curtis Instruments: Global manufacturer of motor speed controllers, instrumentation, and power conversion products for electric and hybrid vehicles. Comparable as a core principal brand whose products Liftsure distributes — represents both a peer in the broader EV controls ecosystem and a supplier dependency.
• MasterMover (UK parent): UK-based designer and manufacturer of electric tugs for loads from 50kg to 360 tonnes. Comparable as one of Liftsure's core principals — a relevant benchmark for the type of innovative electric material handling technology Liftsure distributes in South Africa.

Direct peers

• Goscor Power Products: South African distributor of forklifts, electric industrial trucks, and material handling equipment. Directly comparable to Liftsure as a local SA dealer/distributor of electric material handling products and spares serving the same Gauteng-area industrial customer base.
• Smith Power Equipment: South African distributor of material handling, construction, and earthmoving equipment. Comparable as a regional distributor with overlapping industrial customer relationships and aftersales service capabilities.
• Criterion Equipment: South African supplier of forklifts, warehouse equipment, and material handling solutions including electric models. Comparable as a direct local competitor distributing and servicing electric forklifts and related components in the same regional market.

Broad incumbents

• Jungheinrich South Africa: Global intralogistics OEM and electric forklift manufacturer with South African operations offering trucks, lithium-ion battery systems, and service contracts. Comparable as a much larger player covering the same product categories — electric forklifts, batteries, and fleet service — that Liftsure addresses as a distributor and independent service provider.
• Toyota Material Handling South Africa: Subsidiary of Toyota Industries distributing electric and IC forklifts, spares, and fleet management across South Africa. Comparable as a broad incumbent offering electric forklifts, OEM spares, and maintenance — directly competitive with Liftsure's product and service lines at much greater scale.
• Invicta Holdings - Capital Equipment segment: JSE-listed South African industrial group with material handling equipment distribution businesses (e.g., SAKB, CSE). Comparable as a much larger, diversified industrial distributor serving overlapping South African material handling customers.
• Hyster-Yale Materials Handling: Global manufacturer of lift trucks including electric counterbalance and warehouse trucks, with dealer/service networks in South Africa. Comparable as a broad incumbent offering electric forklifts and service programs that overlap with Liftsure's distributed brands and service business.
• CFAO Equipment South Africa: Pan-African distributor of industrial and material handling equipment including forklifts. Comparable as a broad incumbent with established South African distribution and service infrastructure that competes for the same industrial EV customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/liftsure

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Liftsure