Read our Macrovey deal analysis (closed) on Kingscrowd

Robotics hype is everywhere—but who actually makes robots work on real warehouse floors? In this episode, Chris sits down with Macrovey Director of Business Development Matt Labinski to unpack how Macrovey designs fully autonomous, material-handling systems that act like a warehouse “Robotics OS.” We start with what Macrovey is and isn’t (00:03)—the company doesn’t manufacture robots, it integrates best-in-class OEMs through proprietary orchestration software. Matt explains the model (00:32): up-front design + install and recurring software/maintenance—plus a Robots-as-a-Service option that lowers CapEx. We dive into who buys (06:28): e-commerce, 3PLs, pharma, defense (U.S. Air Force) and even smaller 10k–100k sq ft facilities. Category context (07:31): warehouse robotics penetration is still surprisingly low; Macrovey targets the SMB/mid-market others ignore. We cover why OEMs and warehouses need an integrator (09:09), the sales cycle and deal sizes (12:22)—from $50k pilots to $3M+ programs—and how modular, mobile systems (25:03) move with demand. Finally, we hit the AI layer (27:31): machine learning that optimizes slotting, picking, and vision-based QA. If you want exposure to warehouse autonomy without betting on a single robot, Macrovey’s middle-layer, recurring-revenue approach may be the de-risked way to play it.