From Compliance to Competitive Advantage: How Modern EHS Software is Reshaping Business Growth and Investment Strategy

Discussion with Corey Bruce

With over two decades of experience leading growth in the Environment, Health, and Safety (EHS) sector, Corey Bruce has spent his career at the intersection of compliance, technology, and private equity. From launching North American operations for safety tech startups to scaling PE-backed software providers and driving M&A growth strategies, Bruce has been instrumental in evolving compliance from a back-office necessity into a strategic driver of value. In this conversation, he explores how SaaS solutions are transforming EHS, the role of AI in predictive safety, and why alignment between sales and marketing is crucial for post-acquisition success.

Tech-Driven Transformation: A New Era for EHS Compliance

Historically a laggard in digital transformation, the EHS sector is finally catching up—driven by rising board-level attention and increasing regulatory complexity. As Bruce notes, the shift from paper-based systems to digital-first tools has been both cultural and technological: “We went from archaic systems to cloud-based, mobile-first platforms. It was a leap that required boardroom buy-in and clear ROI”.

The power of cloud infrastructure has democratized access to robust safety tools, particularly for mid-market companies. With Amazon Web Services and Microsoft Azure enabling scalable deployments, EHS platforms can now operate in multiple languages and locations while integrating seamlessly with mobile devices. This real-time capability is key: data is no longer siloed in forms or binders, but aggregated into dashboards that generate actionable insights.

“The goal is no longer just compliance”, says Bruce. “It’s creating a culture of continuous improvement. We're replacing point-in-time audits with continuous monitoring, helping companies move from reactive to proactive”. This shift toward predictive, real-time EHS strategies is giving organizations a sharper lens into risk and operational efficiency.

The AI Advantage: Augmenting Safety with Intelligence

AI is no longer a buzzword—it's an operational enabler. Bruce describes how computer vision, behavioral analytics, and fatigue detection are now integrated into modern EHS systems: “AI allows us to monitor behavior across sites and surface patterns humans might miss. It’s augmenting—not replacing—our professionals”.

Companies like Intenseye, Protex AI and Trio Mobile are leading this charge by capturing site data through cameras, remote sensors, internet of things (IOT) and feeding it into EHS platforms for analysis. This is particularly valuable for organizations with large field operations or distributed workforces. Safety professionals can’t be everywhere, but AI can.

Importantly, Bruce stresses that AI's power lies in shortening the feedback loop: “If we can reduce the time it takes to input and act on safety data, we free up human capital. That’s vital in a labor market facing a shortage of qualified safety professionals”. Real-time AI-powered insights are helping companies identify risks early, reduce claims, and improve workforce health outcomes.

Scaling Growth: Private Equity Strategies for EHS SaaS

In the competitive world of PE-backed software, growth is paramount. Bruce highlights three pillars for driving 30%+ year-over-year expansion: land-and-expand strategies, vertical specialization, and disciplined sales execution.

“The land-and-expand model is effective because EHS needs are modular. You land a client with one feature, then grow by layering on audits, SDS management, or chemical labeling modules”, explains Bruce. Industry-specific offerings—for sectors like manufacturing, logistics, or Department of Transportation (DOT)—boost adoption by addressing tailored compliance pain points.

Beyond product, growth requires rigorous sales operations. “You need alignment from SDR to AE to account manager. Everyone must speak the same language”, he says. Playbooks, onboarding processes, and usage analytics ensure that expansion is intentional and scalable. A unified GTM strategy across marketing and sales further reduces churn and maximizes lifetime customer value.

Go-To-Market Integration: Why Sales and Marketing Must Be in Sync

A frequent challenge post-acquisition is aligning siloed functions. Bruce underscores the importance of uniting sales and marketing with a shared customer profile: “If you don’t know your ideal customer, you’re wasting both sales cycles and ad spend”.

He recommends focusing efforts on three verticals at a time, tailoring training, collateral, and messaging to each. This vertical focus ensures clarity across departments and increases conversion rates. It also strengthens differentiation in a saturated market with over 180 EHS platforms.

“When a prospect tells you they’re on their fifth demo, you better be able to explain why you stand out”, Bruce adds. That story must be consistent from the website to the sales pitch to the onboarding experience.

The PE Perspective: Evaluating EHS SaaS Investments

Private equity firms increasingly view EHS software as a long-term value play. According to Bruce, growth remains the top priority, especially in the early years: “Most firms care first about top-line expansion. Once you hit scale, EBITDA margins and Rule of 40 come into sharper focus”.

Key metrics include annual recurring revenue (ARR) growth, module upsell potential, and net retention. Scalability across roles and departments is also critical. “You don’t want to rip and replace an EHS system three years in. That hurts credibility and costs you capital”, Bruce cautions.

Other diligence points include founder risk, team depth, and platform extensibility. With rising investor and regulatory expectations around ESG, systems that combine compliance with sustainability and audit readiness are becoming more attractive.

ESG and Sustainability: Driving Unified Platforms

While ESG has been gaining traction since 2020, many companies still struggle with fragmented systems and disparate data. Bruce believes unified platforms are the solution: “Companies want EHS, ESG, and audit functionality in one place. It’s about efficiency, not just compliance”.

The goal is to provide traceable, verifiable records for internal and external stakeholders—from regulators to insurers. As CSRD, SEC, and other bodies tighten standards, the pressure to digitize grows. “We’re seeing demand for systems that can show you a complete picture of training, incidents, and risk across a workforce”, he says.

That visibility is now an expectation, not a luxury. The result? An accelerating shift toward all-in-one compliance and reporting platforms that can scale with the company.

Mid-Market Momentum: Untapped Growth in the Middle Tier

While the enterprise market is relatively saturated, Bruce sees the most exciting growth in the middle market. “There are millions of manufacturing and logistics companies still using spreadsheets”, he explains. “Penetrating that segment with an ACV of $25,000 is not just viable—it’s scalable”.

With shorter sales cycles, high upsell potential, and increasing regulatory pressure, the mid-market is fertile ground for EHS SaaS adoption. And as more firms move operations digital-first, demand for integrated safety tools will only increase.

The Workforce Gap: Why AI Can’t Replace Skilled Trades

Despite AI's promise, Bruce warns against over-reliance. A growing challenge across EHS is the talent shortage in skilled labor and safety professions. “The average age of workers is rising. Fewer young people are entering fields like construction, mining, or utilities”, he says.

This poses a dual threat: safety risks and a limited talent pipeline. Bruce emphasizes the need for cultural change: “We need to show that these jobs are noble, essential, and financially rewarding. It’s not all about tech careers”.

While AI can support data collection and risk prediction, human leadership remains non-negotiable. Training, culture-building, and emotional intelligence are critical components of any safety program.

Key Takeaways

• Software is a Catalyst, Not a Crutch: Modern EHS platforms drive efficiency, insight, and safety, but they require strong leadership and strategy to realize their full value.
• AI Enables, People Lead: AI enhances safety operations, but it’s no replacement for experienced professionals and frontline judgment.
• Middle Market is the Growth Frontier: The highest potential for EHS SaaS adoption lies in mid-sized manufacturing, logistics, and construction firms still transitioning from analog systems.
• Alignment Drives Scale: Go-to-market alignment between sales and marketing, backed by a clear ICP and strong enablement, is crucial for sustainable growth in PE-backed environments.

As Bruce concludes, embracing modern EHS software is no longer a competitive edge—it's a foundational requirement. For private equity firms and operators alike, the question isn't if to invest in EHS transformation, but how quickly to make it happen.