
site comparison of external rental assets to internal
assets to optimize usage and minimize costs.
All these revenue-generating examples show this
collaborative approach isn’t just a feature of IrisX; it
defines it. And our long-standing customers now have the
ability to act much more quickly.
That’s because by offering instant insights in a carefully
stewarded environment, Trackunit is facilitating fresh
solutions for construction that will, in turn, light the path
to greater operational efficiency for customers as well as
enabling better sustainability decisions. That, in time,
will lead to an even more progressive role for construc-
tion in society as the industry-wide battle against
downtime gathers momentum.
New responsibility
This breakthrough has placed a new responsibility on
Trackunit. We are not just a technology provider; we are
partners in facilitating our customers to adapt to and
leverage change that offers them a real competitive
advantage. It is our job to ensure that advantage is fully
realized in a safe cyber-secure environment.
Thankfully, we have the people to make it happen. Our
triple-focus model fosters a holistic approach to challeng-
es by emphasizing individual impact, collective team
strength, and their subsequent alignment with Trackunit’s
purpose and strategy that drives progress at every level.
This living, breathing dynamic fosters an environment
where our teams can thrive and create additional
solutions for customers like Trackunit Pass, Network
Solutions, Specialty Equipment and the new-generation
Raw which all entered the market in 2024 in addition to
IrisX. The triple focus is underpinned by the company-wide
Mindful Leadership program, which emphasizes compas-
sion, awareness, inclusivity, and long-term sustainability.
That’s reflected in a Net Promoter Score (NPS) of 62
among our people — a remarkable accomplishment that
places Trackunit in the top 5% of SaaS companies
worldwide. To put this in perspective, the average NPS
among SaaS companies hovers around 20. And that
foundation puts our teams in a great position to focus on
cementing the trust of our partners.
This customer-centered philosophy has also been crucial
as we navigate the AI revolution. In 2024, we implemented
regular training programs to ensure that our teams are
equipped to understand and leverage AI in their work so
that they can turn that into tangible customer value. This
holistic, collaborative approach has been instrumental in
maintaining a leading position in a fast-changing industry.
The numbers speak for themselves. Despite an uncertain
macroeconomic environment, particularly in Europe,
Trackunit delivered in line with expectations for the year.
The construction equipment market has faced head-
winds in 2024, with OEM sales impacted by post-COVID
overproduction and dealer inventory saturation. While
global infrastructure investment signals longer-term
recovery, we expect stabilization in OEM production
volumes by late 2025, aligning with industry forecasts.
We achieved 17% year-on-year growth in annual recurring
software revenue of USD 119.5 million, pivoting our
business model away from a reliance on underlying core
IoT towards multiple, software-led revenue streams with
stronger margin potential. Notably, that has included five
big construction partners signing up to IrisX.
That’s helped deliver an EBITDA of USD 54m, thanks in no
small part to our incredible customers. And that
software-led transition should by 2030 establish a
minimum 40% cash EBITDA position showcasing our
ability to adapt and grow in uncertain times.
Our technological ecosystem also continues to expand.
Trackunit now operates a Bluetooth Network Solution that
covers circa 100,000 jobsites globally. This network is
closing critical connectivity gaps, bringing everything from
heavy equipment to powered tools under a single umbrella.
Milestones
With more than 2 billion data points flowing through our
ecosystem daily and more than 3 million connected
assets worldwide, the scale and impact of our work are
growing exponentially.
But we’re not stopping there. Our ambitions for mutually
growing the off-highway ecosystem with our partners
are far-reaching and as AI evolves and integrates with
edge technologies, we have milestones that are not
distant aspirations — they are the logical destination.
With that, I invite you to explore our 2024 Annual Report.
It reflects not just the achievements of the past year but
the promise of what lies ahead. We continue to remain
steadfast in our constant commitment to eliminate
downtime. Thank you for being part of this journey.
Together, we can create an even better industry.
Søren Brogaard, CEO
Breaking new ground
In the Summer of 2024, we unveiled IrisX, Trackunit’s
cutting-edge operating data platform. IrisX is more than
an incremental improvement; it breaks new ground for
construction and our customers. It is, in effect, the
construction sector’s first ICP.
IrisX exponentially accelerates the customer journey
from insights to impact building on the data insights
delivered by our foundational platform Iris. It does so
with unprecedented speed, precision, and efficiency,
enabling customers to differentiate themselves in the
market and establish a unique position.
IrisX is more than a product – it is the cornerstone of a
new ecosystem that is able to build on the platform of
trust and collaboration that we have already established
with our customers.
The results of that are twofold: it consolidates Trackunit’s
unique leadership position in the ecosystem while
simultaneously empowering our partners to build
vertically-integrated solutions on top of the platform,
strengthening this spirit of co-creation.
That ecosystem has enormous room to grow. We
currently have something like 30% IoT penetration of
fleets but that will double by 2030. With a future market
growth of 13-15% per annum, we’ve put Trackunit in a
strong position through IrisX to take advantage of that
likely trajectory, while circumventing the often challeng-
ing macro environment that prevailed in 2024.
For our customers, that will translate into real business
difference. For an OEM, that could mean leveraging
remote diagnostics to reduce downtime. A rental could
turn data into actionable insights via automated
notifications targeting maintenance, emissions and
efficiencies. And a contractor could create a cross-job
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The big picture