Position Partners to rebrand as Aptella

Intelligent positioning and automation solutions provider Position Partners announced a new name and brand launching in early 2024, in response to employee and customer input


Formed in 2008, Position Partners was created when five successful Australian state-based businesses joined forces after listening to customers who wanted to work with a unified, national company.

Fifteen years on, the firm has taken similar steps and will rebrand the organisation to Aptella, reflecting the breadth of automation and positioning solutions and services the company offers.

With locations throughout Australia, New Zealand, and Southeast Asia, the business supports the civil construction, building, mining, and geospatial industries with world-leading technology solutions.

As emerging systems develop in automation, robotics, and augmented positioning for smart cities, the Aptella team will continue to work collaboratively to understand project challenges and opportunities, innovate solutions and partner with customers for the long term.  

"The Position Partners name and brand has served us well," says Martin Nix, CEO. "Sentiment from our employees and customers was that the time was right for a fresh new identity to better represent the experiences people can expect from us as their vital technology provider." 

The company is currently transitioning the brand with new signage, apparel, and other marketing collateral to be rolled out in the coming months.

The business will continue as Position Partners until late January 2024, when it will begin trading as Aptella. As there’s no change to legal entities, all existing contracts and agreements do not need to change.

"Our team is energised and ready to engage with customers and partners in the New Year as Aptella," says Gina Velde, marketing communications executive manager.

"Whilst the name and branding are changing, the core aspects of our business and what people love about us remain as strong as ever."    

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