SoundOff Signal - Comprehensive Analysis Report

Summary

SoundOff Signal, established in 1992, has evolved from a manufacturer of small motorcycle flashers into a global leader in vehicle LED lighting, control systems, and electronic warning solutions. The company's core mission is to innovate within the vehicle lighting and controls industry, with a steadfast commitment to enhancing safety. As an employee-owned company (ESOP) headquartered in Hudsonville, Michigan, SoundOff Signal prides itself on its local roots, global reach, and the valuable contributions of its workforce, many of whom are former first responders. Their significance in the industry is underscored by their focus on science-backed products that deliver seamlessly integrated systems for superior vehicle visibility and communication in critical situations.

1. Strategic Focus & Objectives

Core Objectives

SoundOff Signal's core objectives revolve around:

• Innovation and Continuous Improvement: Consistently developing and refining products to meet evolving safety needs.

• Quality Assurance: Ensuring the highest standards of durability and performance in all products, rigorously testing against harsh environmental conditions.

• Enhanced Safety Solutions: Engineering products for effective visual and audio communication, alongside data and connectivity, specifically designed to improve user safety and functionality in emergency vehicles.

• Global Reach: Delivering high-tech safety solutions to a worldwide market.

Specialization Areas

The company specializes in:

• Vehicle LED Lighting: Designing and manufacturing advanced LED lighting solutions.

• Control Systems: Developing sophisticated control systems for vehicle lighting and warning solutions.

• Electronic Warning Solutions: Providing a comprehensive range of electronic warning products.

• Proprietary Technologies: Leveraging innovations like mpower® silicone lenses and bluePRINT® control systems to offer unique value propositions.

Target Markets

SoundOff Signal primarily targets:

• Law Enforcement

• Fire Services

• Emergency Medical Services (EMS)

• Amber (Utility/Work Vehicles)

• Government

• Off-Road Markets

2. Financial Overview

Funding History

SoundOff Signal is a privately held company.

• Peak Revenue (2024): $48.0 million.

• Employees (2024): Approximately 350.

• Revenue per Employee (2024): $137,143.

• Employees (December 2025): Approximately 501 across three continents, representing a 20% growth in employee count over the previous year.

3. Product Pipeline

Key Products/Services

• mpower® Line:

• Description: Features optic-grade patented silicone lenses, making them shatterproof and highly durable. Resistant to gravel pitting, scratching, cracking, high UV exposure, and thermal stability, preventing yellowing over time.

• Development Stage: Marketed and actively sold.

• Target Market/Condition: Law enforcement, fire, EMS, amber, government, off-road applications requiring high-durability and performance lighting.

• Key Features and Benefits: Reduced total cost of ownership, high performance with tricolor functionality, optical clarity, Stealth Lens option for discreet appearance.

• bluePRINT® Control System:

• Description: Advanced, automated vehicle control system for managing and coordinating light operations.

• Development Stage: Marketed and actively sold.

• Target Market/Condition: Emergency vehicles seeking enhanced efficiency, safety, and reduced "visual chaos" at scenes.

• Key Features and Benefits: Synchronizes intensities, flash patterns, and colors; improves overall vehicle and personnel safety; bluePRINT Sync® for enhanced fleet visibility.

• nFORCE® Line:

• Description: Premium lighting solutions utilizing reflective technology and tricolor functionality.

• Development Stage: Marketed and actively sold.

• Target Market/Condition: Emergency services requiring penetrating illumination from all angles for critical lighting communication.

• Key Features and Benefits: Penetrating illumination, tricolor functionality, reliable communication.

• nFUSE® Lightbars and Perimeter Lights:

• Description: Offers unique styling, high light output, and cost-effective options with traditional polycarbonate lenses.

• Development Stage: Marketed and actively sold.

• Target Market/Condition: Emergency vehicles seeking reliable and cost-effective lighting solutions.

• Key Features and Benefits: Dual-color functionality, reliability.

• nROADS® Beacons:

• Description: Designed for amber applications with long-lasting durability.

• Development Stage: Marketed and actively sold.

• Target Market/Condition: Amber (utility/work vehicles) requiring durable and long-lasting warning lights.

• Key Features and Benefits: Long-lasting durability.

4. Technology & Innovation

Technology Stack

• Core Platforms:

• mpower® Line: Utilizes patented silicone lens technology for superior durability and optical performance.

• bluePRINT® Control System: Advanced automated control system for synchronized vehicle lighting.

• nFORCE® Line: Employs reflective technology for enhanced illumination.

• Proprietary Developments: Patents for mpower® silicone lighting technology.

• Scientific Methodologies:

• Robust engineering disciplines including firmware, software, electrical, mechanical, and optical engineering.

• Active research into new technologies, materials, and designs.

• Led a technology symposium on adaptive safety signal lighting, with concepts formally reviewed and published by SAE International (2022-01-0801).

• Technical Capabilities:

• Smart Manufacturing Solutions: Automated production lines (riveting, adhesive curing, inspection) leading to 30% faster production rates and increased capacity (60 to over 100 units per hour).

• Innovation Suite: A $2M state-of-the-art facility at their headquarters for engineers and designers.

5. Leadership & Management

Executive Team

• Dan Boerigter: Executive Chairman of the Board.

• Bryan Nyeholt: President and Chief Executive Officer.

• Amanda Pilipovic: Secretary/Treasurer & Chief Financial Officer. Joined May 22, 2025. [https://www.linkedin.com/in/amanda-pilipovic-41804b3/]

• Teresa Esshaki: Chief Financial Officer. Joined May 3, 2023.

• Heidi Hayes: VP Human Resources.

• Marni Epstein: VP Sales and Marketing. Promoted May 3, 2023. [https://www.linkedin.com/in/marnieepstein/]

• Kurt Borgman: Vice President of Operations and Supply Chain. Promoted August 17, 2021.

• Eric Asselin: Vice President of Product Development, Program Management and Quality. Promoted August 17, 2021.

• Tim Vande Bunte: Board Member.

• Bob Medema: Board Member.

• David Reid: Board Member.

• Mark Hefty: Board Member.

• Mark Litke: Board Member. Former President and CEO.

• VICKI TENHAKEN: Board Member.

• Doug Baker: Chief Innovation Officer and Senior Vice President of Technology.

Recent Leadership Changes

• May 22, 2025: Amanda Pilipovic joined as Chief Financial Officer.

• May 3, 2023: Teresa Esshaki joined as Chief Financial Officer, and Marni Epstein was promoted to Vice President of Sales and Marketing.

• August 17, 2021: Kurt Borgman was promoted to Vice President of Operations and Supply Chain, and Eric Asselin was promoted to Vice President of Product Development, Program Management, and Quality.

6. Talent and Growth Indicators

Hiring Trends and Workforce

• Employee Growth: Approximately 501 employees as of December 2025, representing a 20% growth in the last year.

• Key Roles Being Recruited: Product Integration Specialist, Technical Sales Manager (Connected Technologies), Fire/EMS Territory Sales Manager, Fleet Sales Manager (Amber), Field Technical Trainer, Electronic Technician, Marketing Intern, and Electrical Engineering Manager/Intern/Co-Op. These roles indicate expansion in sales, technical expertise, and product development.

• Company Growth Trajectory Indicators: Investment in smart manufacturing, expansion of product lines, and active recruitment across various technical and sales roles, including roles for emerging technologies and global reach, signal a strong growth trajectory.

• Employee Sentiment and Culture Insights: Recognized as a "Best Place to Work" by the Hudsonville Chamber of Commerce. The ESOP model and benefits such as tuition reimbursement, a fitness center, and an on-site café contribute to a positive company culture, fostering collaboration, innovation, and respect. Upskilling opportunities through automation also boost morale.

7. Social Media Presence and Engagement

Digital Footprint

• YouTube: Official channel (@SoundOffSignal) features 278 videos with 4.12K subscribers. Content includes product demonstrations (bluePRINT®, mpower®, nFUSE®), siren tones, and partnership highlights (BOSS Snowplow).

• Facebook: Maintained to connect with customers and share updates.

• Instagram: Active presence.

• LinkedIn: Used for professional networking, company news, job postings, and thought leadership.

• Brand Messaging: Emphasizes clear communication, reliable visibility, and safer scenes, particularly for emergency services and work truck industries.

8. Recognition and Awards

Industry Recognition

• Best Place to Work: Voted "Best Place to Work" by the Hudsonville Chamber of Commerce.

• Patented mpower® Silicone Lighting Technology: Recognized for high quality and durability.

• Thought Leadership: Led a technology symposium on adaptive safety signal lighting, with concepts formally reviewed and published by SAE International (publication 2022-01-0801).

• Innovation Suite: Establishment of a $2M Innovation Suite at headquarters demonstrates commitment to technological advancement.

9. Competitive Analysis

Major Competitors

SoundOff Signal operates in a competitive market for emergency vehicle lighting and signaling where key players include:

• Whelen Engineering: Global manufacturer known for emergency vehicle lights. Often positioned in a premium pricing tier.

• Code 3: Manufactures emergency vehicle lighting and warning equipment. Offers high-quality products, potentially more budget-friendly for similar performance compared to premium competitors.

• Federal Signal: Major player in emergency vehicle warning and signaling products. Often positioned in a premium pricing tier.

• Feniex Industries: Offers a range of emergency vehicle lighting solutions.

• ECCO Safety Group: Provider of vehicle warning lights and reversing alarms.

• Grote Industries: Manufactures vehicle lighting and safety systems.

• Standby Group: European provider of warning and lighting systems for emergency vehicles.

• Truck-Lite: Specializes in heavy-duty truck and trailer lighting systems.

SoundOff Signal is identified as the second-largest provider domestically in the law enforcement lighting market, indicating a strong, competitive position.

10. Market Analysis

Market Overview

The market for emergency vehicle equipment, including lighting and control systems, is driven by the continuous demand for enhanced safety, visibility, and communication for first responders and utility workers.

• Growth Potential: Strong potential due to the evolving need for more integrated, intelligent, and durable safety solutions, coupled with technological advancements.

• Key Market Trends:

• Integrated and Intelligent Systems: Shift towards systems that manage complex lighting environments to "calm the chaos" at emergency scenes.

• Durability and Innovative Materials: Emphasis on materials like silicone lenses to withstand harsh operating conditions and reduce total cost of ownership.

• Smart Manufacturing: Investment in automated production for increased capacity and efficiency.

• Sustainable Upfitting Solutions: Growing interest in recyclable materials and energy-efficient designs, especially for electric vehicles.

• Advanced Communication Systems: Development of dual-frequency sirens and spatial sound distribution to penetrate soundproof vehicle cabins and address urban noise pollution.

• Regulatory Compliance and Security: Strict regulations and rising crime rates contribute to the demand for advanced security and safety products.

• Market Challenges and Opportunities:

• Optimizing Light Intensity and Sound: Balancing effectiveness with concerns about excessive brightness and loudness.

• Electrification of Vehicles: Developing compatible and efficient lighting and control solutions for emerging electric vehicle platforms.

• Global Expansion: Opportunities for market penetration in international territories.

11. Strategic Partnerships

• BOSS Snowplow:

• Nature of Partnership: Joint development to launch cutting-edge headlights for snowplow operations.

• Strategic Benefits: Expansion into a specialized niche market within utility and work vehicles, enhancing safety and efficiency for snow removal.

• EVP (Emergency Vehicle Products):

• Nature of Partnership: Appointed as the UK and Ireland distributor for SoundOff Signal's emergency services products.

• Strategic Benefits: Expanded global reach and market penetration into European emergency services, particularly highlighting mpower Fascia products.

• Fire Apparatus Manufacturers' Association (FAMA):

• Nature of Partnership: Proud member.

• Strategic Benefits: Expanded presence and product portfolio within the larger fire apparatus platforms, facilitating industry collaboration.

• ACETECH:

• Nature of Partnership: Joint development and distribution partnership focused on intelligent control solutions.

• Strategic Benefits: Leverages complementary technologies for advanced control systems and next-generation secure connectivity capabilities across police, fire, EMS, and amber markets.

• Forge Safety Vehicles:

• Nature of Partnership: Provides turnkey solutions for vehicle safety upfitting.

• Strategic Benefits: Offers comprehensive design, installation, and ongoing support for SoundOff Signal's products, especially in regions like Holland, Michigan, through certified partners.

12. Operational Insights

• Current Market Position: Strong position as the second-largest domestic provider in the law enforcement lighting market, with active expansion into fire, EMS, and amber markets.

• Competitive Advantages:

• Patented mpower® silicone lighting technology: Offers superior durability, resistance to environmental factors, and reduced total cost of ownership.

• Integrated Control Systems (bluePRINT®): Enhances vehicle safety and efficiency by managing complex lighting environments.

• Smart Manufacturing: Automated production lines increase efficiency, capacity, and quality.

• Operational Strengths:

• Employee-Owned (ESOP) Model: Fosters a positive company culture, high morale, and cross-training opportunities.

• Robust Engineering: Strong capabilities in firmware, software, electrical, mechanical, and optical engineering.

• Dedicated Sales and Support: Tailored teams for government and specific market segments.

• Comprehensive Technical Support: Focus on ease of installation and ongoing support.

• Areas for Improvement: Continuous adaptation to new vehicle platforms (e.g., electric vehicles) and evolving regulatory landscapes, while maintaining cost-effectiveness against a diverse competitor set.

13. Future Outlook

Strategic Roadmap

SoundOff Signal's future strategic roadmap is centered on sustained innovation and expansion:

• Continued Innovation: Focus on integrated lighting and control systems to meet evolving safety needs, including exploration of disruptive technologies and next-generation product ideas.

• Expansion Opportunities:

• Diversification: Developing specialized upfitting solutions for emerging vehicle platforms, such as high-efficiency LED arrays and integrated thermal management for electric vehicles.

• Modular Platforms: Creating modular upfitting platforms for rapid reconfiguration and adaptability to multiple vehicle types.

• Global Expansion: Expanding international reach through strategic distribution partnerships and European market initiatives.

• Advanced Communication: Advancing communication systems beyond basic siren technology to include dual-frequency sirens and spatial sound distribution to address modern challenges like soundproof vehicle cabins and urban noise pollution.

• Growth Strategies: Leveraging core strengths in innovation, quality, and the ESOP model for sustainable growth and responsiveness to market demands. Continued investment in manufacturing efficiency and employee development will be key.

• Future Challenges and Mitigation Strategies: Navigating the dynamic landscape of vehicle technology (e.g., EVs), addressing evolving safety standards, and ensuring competitive pricing while maintaining premium quality. Mitigation involves continuous R&D, strategic partnerships, and agile manufacturing processes.

• Vision: To solidify its position as a comprehensive communications company centered on safety solutions, covering visual, audio, and data/connectivity aspects.