Our Story

We estimate that over 60 million people in selected western countries operate in the trades and services sectors. GeoOp aims to be the international leader in mobile workforce job management and to champion mobile trade and service companies globally in their journey to simplify their business management to make more time for the important stuff.

Easy to use, intuitive and affordable, GeoOp empowers trade and service businesses to manage their mobile workforce’s job sheets and the wider business.

With GeoOp, your mobile staff can substitute their pen and paper for instant info on smartphones and tablets. Easily managing their jobs, from creating, assigning, scheduling and doing the job to invoicing and payments.

GeoOp saves businesses time, increases their productivity, speeds up their cash flow, raises their customers’ satisfaction levels and most importantly makes them money.


2009: The Genesis of GeoOp

GeoOp was founded in 2009 by Nicholas Bartlett, an entrepreneur who wanted to integrate cloud-based technology into his businesses. 2009 was also the year Apple’s iPhone 3G began taking over the world and ‘Apps’ were the key to unlocking the iPhone magic. Nicholas recognised the iPhone as a powerful tool for businesses looking to combine an array of proprietary appliances into one small and clever device.


2009: Building up the App

Combining the latest cloud technology with a geo-location based app, GeoOp set out to create a prototype designed to help businesses manage their mobile workforce and all their workers’ paperwork.

A few months later, Nicholas met Simon Fraser and Brendan Cervin, two techy guys who specialised in mapping and developing iPhone and Android applications for businesses. Together they put their plans for GeoOp into action and started to enhance the system so it could be accessed on both iPhone and Android platforms. They also developed GeoOp so it integrated with other complementary business software products like Xero and FreshBooks.


2010: International growth

In 2010 GeoOp opened an office in Melbourne and rapidly started to gain the attention of businesses throughout Australia. In the wake of the 2010 Christchurch earthquakes, GeoOp was deployed by the Student Volunteer Army to coordinate its relief activities.


2011: International awards

GeoOp was awarded the 2011 Consensus Software Award for being the most innovative software product in Australia and New Zealand.


2012: Expanding the vision

In 2012, GeoOp built versions of its app for a range of digital platforms, added new customer support services and launched its partner program. GeoOp integrated with online inventory software company Unleashed.


2013: Dramatic expansion

In 2013, Leanne Graham, the former Country Manager of Xero, became GeoOp’s new CEO. Under Leanne’s leadership, GeoOp has developed a talented and dynamic team of 47 (and growing), with a broad spectrum of backgrounds and a common culture of fresh thinking, innovation and customer care.

GeoOp has also raised a significant amount of capital to fuel its plans for global expansion. Alongside the Auckland Head Office, GeoOp has moved into new larger premises in Sydney and signed a major partnership deal with Telstra Australia to distribute GeoOp via Telstra’s T-Suite platform.

2014: Growth

In October 2014, GeoOp was recognised for its commitment to research and development (R&D) by receiving a Growth Grant from Callaghan Innovation. The Growth Grant is worth a total of up to $1.1 million over the next three years and will allow GeoOp to innovate faster and service more customers globally.

In November 2014, GeoOp announced it had reached an important milestone, passing the $1,000,000 in annualised monthly subscription income. This growth was driven by the increase in licenced users, up 88% in 12 months.

2015: GeoOp customers get paid eight days faster

Customer feedback from companies adopting GeoOp indicated that they, on average, saved 105 minutes a day per person, avoided losing five jobs a month and got paid eight days faster.

In February 2015, GeoOp appointed Anna Cicognani as Chief Executive Officer. Having worked in technology roles for 20 years with some of Australasia’s leading organisations including Fairfax, APN and Telstra, Dr Cicognani has a proven track record in product, operations and IT strategy.

GeoOp announced a global channel partnership with US-based AppDirect to access the platforms and customer bases of partners such as Telstra, Deutsche Telekom, Swisscom and Samsung. There were also enhancements to the platform and integrations with MYOB (Australasia) and Intuit Quickbooks (US).

At the 2015 AUT Excellence in Business Support Awards, GeoOp won top prize for support businesses using cloud-based technology with less than $5 million turnover. It recognised the company’s high levels of leadership and planning, its customer and market-focus provision of business support, and its evaluation and improvement with a focus on results. It gained No.1 ranking in the field service management category in GetApp’s Q3 GetRank and was nominated as a finalist in the Innovative Hi-Tech Software Product category of the 2015 New Zealand Hi-Tech Awards.

GeoOp announced a partnership agreement with leading digital IT shop MyCloudCure as implementation partner in North America. It also formed a partnership with online business and consumer-based marketplace Tradebusters to help Australian tradespeople develop their business skills.

It launched a platform called GeoPay, which allows GeoOp’s clients to collect payments overnight from their customers quickly and safely, improving their cashflow and user experience. A further release, JobShare, allows customers to share job details with their customers, so they can see details of the job by clicking on a link.

2016: Continued growth and reward for excellence

GeoOp started the year acknowledged as one of the fastest growing businesses in the Asia-Pacific region. It placed 41st in the prestigious Technology Fast 500 Asia Pacific list with revenue growth of 935 per cent for the three years to June 2015. This made it one of the leading performers in the software sector.

The company continued its growth phase by acquiring Australian software development business InterfaceIT, which has developed a class-leading mobile application that provides cloud-based programs to manage in-field sales teams.

GeoOp also expanded its partnership network, aligning with cloud-based solutions company BlueHub in the UK, and joined the list of add-ons supporting MYOB and announced a full accounts integration with the leading accountancy software firm.

In June 2016 GeoOp appointed Jason Faulkner as Chief Technology Officer. Mr Faulkner has over 20 years’ experience leading the architecture and delivery of complex cloud and mobile solutions at scale supporting millions of monthly active users in both enterprise and international venture funded start-ups. He has on-the-ground experience in emerging markets and brings a proven track record of managing technology companies in North America, Sub-continent, Africa, Australia and New Zealand.

2017: GeoOp re-architected and migrates to become a true cloud SaaS platform

In January 2017 GeoOp completely re-architected and migrated its’ namesake field service management platform from a constrained bare-metal dedicated hosting provider to a elastically scalable cloud based SaaS platform on AWS. GeoOp’s Technology group worked throughout the Christmas holiday period to execute this complex project to minimise customer impact. The cloud migration project was completed within 90 days without any material outage to customers.

The company launched the GeoCare platform in June 2017 to service the growing health services industry.

2018: GeoOp positioned for rapid growth

In February 2018, GeoOp appointed Kylie O’Reilly as Chief Executive Officer. Ms O’Reilly has a proven management track record with more than 20 years’ experience in guiding technology and media companies through rapid and continuous growth. She was previously Managing Director of AAP’s Agency Enterprise businesses for 11 years, and National Sales Manager at Fairfax Digital. She has served as Chairperson of All Together Now, is currently on the Advisory Working Committee for Squash Australia and is a Telstra Women in Business Awards judge. Ms O’Reilly holds an MBA from UTS Business School and is a graduate of AICD.


The company is now a world-class cloud-based management solution. With users in more than 35 countries, GeoOp is growing fast and having an impact on businesses, and the way they manage jobs, all over the world.

GeoOp continues to champion mobile trades and services companies in their journey to find more time for the important things, and to ultimately demonstrate to business owners that managing a mobile team can be a pleasure, not a pain.