hmps.com.au
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The Australian Automation Powerhouse
HMPS isn't chasing unicorn valuations—it's building billion-dollar factories.
In a world obsessed with SaaS margins and VC funding rounds, HMPS is quietly building the physical backbone of Australian manufacturing. They don't write code; they build machines that package everything from liquids to solids, and they do it with 247 employees generating $147.9M in revenue. This is industrial automation, unglamorous and indispensable.
"HMPS proves that in B2B manufacturing, brand equity isn't built on ads—it's built on machines that never break."
The 'Propac' Moat
HMPS dominates search for 'propac' (850 monthly volume)—a term likely tied to their Propac packaging systems. While competitors fight for generic keywords, HMPS owns brand-specific territory. Their 51% direct traffic suggests a repeat customer base that types their URL directly, a loyalty metric most B2B startups would kill for. They aren't acquiring customers; they're retaining them.
The Industrial SEO Play
HMPS targets high-intent, low-volume keywords like 'bag-in-box solutions' (190 monthly volume) and 'bag in box solutions for liquid wholesale' (100 monthly volume). This isn't mass-market SEO—it's surgical. They're capturing the exact moment a factory manager needs a solution. With 36% organic traffic, they're proving that in niche manufacturing, you don't need millions of visitors, just the right few thousand.
The tech stack reveals a modern approach to an old industry. They use Tailwind CSS and Bootstrap for front-end speed, Swiper and Slick for dynamic content, and Lazy Loading for performance. This isn't a legacy site stuck in 2010—it's a digital storefront for heavy machinery, built to convert. The social presence across Twitter, YouTube, Facebook, LinkedIn, and Instagram shows they understand that even industrial buyers live on social media.
- Revenue per employee: ~$600K—exceptional for manufacturing
- Top leadership includes COO, CRO, and Engineering Managers—indicating operational maturity
- Dominates Australian market with 100% traffic from 'undefined' (likely AU)
- Targets 'autraalian retailer logos' (70 volume)—showing brand awareness campaigns
The Unsexy Unicorn
HMPS isn't a tech startup—it's a $147.9M machine that happens to have a website. For investors tired of burn rates, this is cash flow in physical form. For founders, it's a masterclass in owning a niche. For product people, it's proof that the best UX is a machine that works every time.
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Open Graph Image
https://hmps.com.au/wp-content/uploads/2025/11/yoast-opengraph-hmps.png
Meta Tags
Home - HMPS
The HMPS team provides automated packaging solutions, manufactured in Australia. From package to truck we ensure both performance and delivery expectations are met.
HMPS Automated Packaging Solutions
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About hmps.com.au
The HMPS team provides automated packaging solutions, manufactured in Australia. From package to truck we ensure both performance and delivery expectations are met.
Company Overview
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Technology Stack
hmps.com.au uses 25 technologies across their website including YouTube Embed, Font Awesome, Google Fonts, PHP, and more.
Video
YouTube Embed
Fonts
Font Awesome, Google Fonts
Programming Languages
PHP
CMS
Framer, WordPress
Marketing Automation
HubSpot
Advertising
DoubleClick Floodlight, Google Ads
Traffic & Audience
hmps.com.au receives approximately 3.5K monthly visitors and ranks #5,833,136 globally. The website has a bounce rate of 65% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
The majority of hmps.com.au's traffic comes from .
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