Last updated 2026-08-14
- Acquired by Form, Feb 2026
- Raised $640M Series E led by BlackRock, Apr 2021
- Raised $100M Series D led by HOPU Investments, Jul 2019
Total raised
$1.0B
Last: Debt Financing 2023-11
Stage
Acquired
Founded
2010
Headcount
880
HQ
Boston, United States
Sector
Business Software
About
Trax Retail is a global technology company that revolutionizes retail through AI-driven data. It connects brands, retailers, and shoppers by providing computer vision solutions and analytics for retail. The company's platform helps consumer goods brands and retailers gain real-time insights into shelf conditions, optimize merchandising, and improve store execution to drive sales and enhance the shopper journey. Trax's technology uses image recognition, deep learning, and data science to transform shelf images captured with mobile devices, fixed cameras, or robots into actionable insights. Trax was acquired by Form in February 2026, joining forces to expand AI-driven shelf analytics.
Funding history · 9 rounds · $1.0B total
9 events/rounds · $1.0B Total Funding: $991.7M in Private Equity, $50.0M in Debt
Nov 2023
★ Deutsche Bank Private Credit & Infrastructure
Apr 2021
Jul 2019
Jul 2018
Jun 2017
Jun 2016
C Round
$40.0M
wikipedia.org
★ Broad Peak Investments
Dec 2014
B Round
$15.0M
wikipedia.org
★ Broad Peak Master Fund
Aug 2013
A Round
$6.6M
wikipedia.org
Jun 2011
Seed
$1.1M
wikipedia.org
Acquisitions · 6
Mar 2020
Survey.com
Undisclosed
Jul 2019
Shopkick
Undisclosed
Jun 2019
LenzTech
Undisclosed
Jan 2019
Planorama
Undisclosed
Jan 2018
Quri
Undisclosed
Jul 2017
Nielsen Store Observations (NSO)
Undisclosed
Headcount over time
880 employees (2026-09) · 1 point
Offices
Boston, United States · HQ / main office
Q&A
- What is Trax Retail's primary business?
- Trax Retail provides AI-powered computer vision solutions and analytics for retail, helping brands and retailers optimize in-store execution and merchandising.
- When was Trax Retail founded?
- Trax Retail was founded in March 2010.
- What is the current employee count for Trax Retail?
- Trax Retail has 500+ employees.
- What was Trax Retail's most recent funding round?
- In November 2023, Trax Retail secured $50 million in Debt Financing from Deutsche Bank Private Credit & Infrastructure.
- Which investors participated in Trax Retail's F Round in April 2021?
- The F Round in April 2021 was led by BlackRock and SoftBank Vision Fund 2.
- What is the total amount of funding Trax Retail has raised to date?
- Trax Retail has raised a total of $1.14 billion.
- Has Trax Retail made any recent investments?
- In February 2024, Trax Retail invested in Octup's Seed Round.
- Which company acquired Trax Retail?
- Trax Retail was acquired by Form in February 2026.
- What was one of Trax Retail's acquisitions in 2020?
- In March 2020, Trax Retail acquired Survey.com.
Team · 10
Joel Bar-El
Founder · Co-Founder and Executive Chairman
Dror Feldheim
Founder · Co-Founder and President
Gary Laben
Chief Executive Officer
Regi Vengalil
Chief Financial Officer
Karan Khanna
Chief Product and Technology Officer
David Gottlieb
Chief Revenue Officer
Kendra Ricenbaw
Chief Customer Experience Officer
Brittany Billings
Chief Marketing Officer
Marcus McCarty
Chief Legal Officer
Paulina Kadman
Chief of Staff
Sectors & technology
Primary sector
Business Software
Technologies
Target customers
Business model
B2B
Highlights
Patents
Tags
computer-visionretail-analyticsimage-recognitionartificial-intelligencemachine-learningin-store-executioncpgbusiness-softwaree-commerce-toolssales-marketing-solutions
Full data — links, identifiers, deals & radar signals (jobs, patents, research, more)
External links
| Website | traxretail.com |
|---|---|
| linkedin.com/company/1799284 | |
| Wikipedia | en.wikipedia.org/wiki/Trax_Retail |
| Wikidata | wikidata.org/wiki/Q25053452 |
Identifiers & details
| Legal name | Trax Technology Solutions Pte Ltd. |
|---|---|
| Founded | 2010-3 |
| Employees (exact) | 880 |
| Wikidata QID | Q25053452 |
Acquisitions & public offerings
Acquired by Form 2026-02
| Acquired | Date | Amount |
|---|---|---|
| Survey.com | 2020-03 | |
| Planorama | 2019-01 | |
| Shopkick | 2019-07 | |
| LenzTech | 2019-06 | |
| Quri | 2018-01 | |
| Nielsen Store Observations (NSO) | 2017-07 |
Radar intelligence
Patents
| EPO | 2 |
|---|
GitHub
| Top repos | react-form-builder, xccov2lcov, url-protector-nginx-module, mahsan, gen_queue_oban |
|---|
Web history (Wayback)
| Domain | traxretail.com |
|---|
Wikidata
| QID | Q25053452 |
|---|
Israeli Companies Registrar (רשם החברות / ICA)
| Registrar # (ח.פ.) | 514808617 |
|---|---|
| Status | פעילה |
| Corp type | ישראלית חברה פרטית |
| Incorporated | 2012-08-14 |
| Purpose | לעסוק בכל עיסוק חוקי |
| Liability | מוגבלת |
| In violation (unfiled) | no |
| Last annual report | 2026 |
| Active charges / liens | 0 |
| Registry events | 4 — charge (2), annual_report (2) |
| Registered address | אלון יגאל 94 תל אביב - יפו |
Recent registry events
| Date | Event |
|---|---|
| 2026-02-26 | סילוק שעבוד |
| 2026-02-26 | סילוק שעבוד |
| 2026-01-04 | דו~ח שנתי-הוספת בעל תפקיד |
| 2026-01-04 | דו~ח שנתי-הסרת בעל תפקיד |