AI EEG Expansion Natus has recently launched autoSCORE AI-supported EEG interpretation tools and updates to BRAIN QUICK software, signaling a push into AI-assisted neurodiagnostics across Europe and international markets. This creates upsell opportunities for integrated AI-driven analysis modules, training services, and expanded software ecosystems.

EMG Software Growth The introduction of the latest version of Natus Elite EMG software in early 2026 highlights an ongoing focus on advanced EMG capabilities. Potential sales opportunities exist in upgrading current EMG workstations, bundled hardware-software packages, and extended support/maintenance contracts.

Strategic Acquisitions Acquisition activity such as Holberg EEG in 2025 indicates a strategy to broaden neurodiagnostic AI capabilities and product depth. This presents cross-sell opportunities to integrate Holberg’s assets into Natus’ platform, expand service offerings, and accelerate go-to-market with integrated solutions.

Board & Leadership New board member appointments and senior leadership hires in 2025–2026 suggest ongoing strategic growth and governance enhancements. Engage through executive briefings and strategic partnerships to align solutions with their expanded growth initiatives and potential international expansion.

Competitive Positioning Operating in a market with large medical device players and AI-driven neurodiagnostics, Natus can leverage its focused neurodiagnostic and ICU monitoring portfolio to position integrated solutions against peers. Target opportunities include bundled neurodiagnostic platforms, competitive upgrades, and value-based service offerings that emphasize AI-assisted accuracy and efficiency.