Ep. 66 - Winning the Space War

ABOUT DAN SMOOT

Dan Smoot is the CEO of Vantor, formerly Maxar Intelligence. He comes from a background in high-tech companies and has led major business transformations before. Since taking the helm, Dan has overseen the company’s transition from a publicly traded satellite imaging business to a private, solutions-focused company. He led the controversial decision to retire the Maxar brand — one of the most recognized names in commercial space — in favor of the new Vantor identity. Under his leadership, the company has launched six satellites, dramatically increase recurring revenue, and is expanding aggressively into international markets.

ABOUT VANTOR

Vantor (formerly Maxar Intelligence) is one of the world’s leading commercial satellite imagery and geospatial solutions providers. The company operates a constellation of satellites delivering 30-centimeter resolution imagery — the highest commercially available. After being taken private by Advent International and BCI, Vantor sold its manufacturing division and completely transformed its business model from transactional imaging sales to subscription-based solutions. The company’s products include maritime awareness, site monitoring, GPS-denied navigation, and 3D mapping. Vantor claims to be one of only two companies (alongside Google) with global 3D mapping at scale, and serves customers across defense, intelligence, and commercial markets worldwide.

KEY TAKEAWAYS

1. Sometimes You Have to Kill the Brand to Transform the Business

Maxar was one of the most recognized names in defense tech, synonymous with exquisite satellite imagery. But that brand equity became a liability. Customers saw “imaging company” and couldn’t see the new capabilities: AI-powered analytics, maritime awareness, GPS-denied navigation, and 3D solutions. The rebrand to Vantor was strategic: “You have to reorient the eyes of the customer to make sure they understand there’s broader modernization happening.” Add the complexity of Maxar Space being sold to Intuitive Machines, and leadership felt keeping the old name would only have created more confusion.

2. Going Private Creates Air Cover for Transformation

Vantor’s transition from transactional sales to 90% recurring revenue didn’t happen under public market pressure. When Advent International took Maxar private, it gave leadership something rare: time and permission to rebuild the business model. Dan is candid about this: “When you go private, you can actually take the time to reformat the business. Getting the sales motion, getting your customers to buy in a different way is not easy.” Today, the company boasts some of that predictability that public markets reward.

3. Acquisition Reform Opens Doors for Commercial Solutions

The recent push for acquisition reform means the government is looking to buy software and modern capabilities differently. Vantor has aligned its business model directly to this shift. Subscription-based solutions fit how the government now wants to buy: modern, updateable, and not locked into elongated contracts.

4. Allied “Sovereignty Panic” Is a Massive Growth Driver

With the US stepping back from certain international commitments, allied nations are suddenly realizing they lack organic intelligence capabilities. They’ve been dependent on American systems for decades. Now they’re scrambling. Dan sees this as Vantor’s biggest growth opportunity: “They’ve gotten ‘wow, we don’t really have our own capabilities.’ You can only build that through commercial. It’s almost impossible to have the funding and time to do it bespoke.” This is true across Europe, Asia-Pacific, and beyond.

5. Geospatial AI Is a Different Problem Than Language AI

Dan’s call for startups challenges the current AI hype: “Start thinking about the spatial side, not necessarily the language side. The mathematics is very different. We’ve kind of solved language with things like ChatGPT. Spatial recognition of change on the ground is a whole different way of thinking about data.”

TIMESTAMPS

[1:19] What brought Dan to RNDF and key takeaways from the day

[2:15] Acquisition reform and how it impacts Vantor's strategy

[3:24] Why Maxar Intelligence became Vantor

[5:42] The role of financial markets

[6:28] Breaking down Vantor's core products and capabilities

[8:08] Driving automation in geospatial intelligence

[8:42] The decision to be more public with capabilities on social media

[10:18] GPS-denied navigation: supporting drones in Ukraine

[10:43] The China satellite photo showdown

[11:43] Non-earth imaging and space domain awareness

[12:05] Current phase of business

[13:36] International expansion and allied sovereignty needs

[14:00] Transitioning to 90% ARR

[15:40] Going private

[17:31] 3D mapping

[19:48] Commercial applications

[21:32] Managing petabytes of data

[24:03] Dan's call for startups

Learn more: vantor.comFollow Dan: https://www.linkedin.com/in/danielsmoot/For more Crossing the Valley: youtube.com/@CrossingTheValley

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