Position Partners to rebrand as Aptella in early 2024


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Intelligent positioning and automation solutions provider Position Partners will rebrand as Aptella 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 that wanted to work with a unified, national company. 15 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, Southeast Asia and New Zealand, 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. 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,” says CEO Martin Nix.

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 is 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. Whilst the name and branding are changing, the core aspects of our business and what people love about us remain as strong as ever,” says Marketing Communications Executive Manager Gina Velde.

Source: Position Partners Pty Ltd

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