This week on The Geoholics, we’re going underground — literally — with Itzik Malka, CEO and Co-Founder of 4M Analytics, a company helping redefine how surveyors, engineers, designers, and contractors understand the hidden world beneath our feet. If 4M is the “Google Maps of the underground,” then this conversation is all about why that matters. Kent, Peta, and the crew dig into how 4M is using AI, satellite imagery, utility records, and digital intelligence to turn scattered underground utility data into actionable insights before crews ever step foot on site. From avoiding those dreaded “oh sh*t” utility conflict moments to improving safety, reducing risk, saving money, and helping teams make smarter decisions earlier in the project lifecycle, this one hits right at the intersection of technology, field reality, and the future of infrastructure delivery. Itzik brings a global perspective, a founder’s mindset, and a passion for solving one of the industry’s most expensive and dangerous problems: not knowing what’s underground until it’s too late. Born in Israel and now leading 4M as CEO and Co-Founder, Itzik also shares a little about life beyond the platform — soccer, music, family, and the entrepreneurial drive behind building something that could change how the entire industry plans, designs, and builds. We also talk about how tools like 4M can work alongside traditional SUE, survey, CAD, GIS, drones, and scanning workflows — not as a replacement for boots on the ground, but as a way to elevate decision-making, reduce surprises, and help teams show up smarter. Bottom line: The cheapest utility you’ll ever locate is the one you never hit. Dig smart, not sorry. Music by Cooper Alan!
