Talk to sales

Flexible.
Fast.
Scalable.

Our mission

Powered by leading technology and proprietary data, Trax connects brands, retailers and shoppers, setting the standard for retail excellence

Our growth story

Our journey to revolutionize retail through AI-driven data is well underway— and this is only the beginning!

2024

Winner of the 2024 A.I. Award for Best Use of AI in Retail and eCommerce

2024

Named an honoree of the 2024 Inc. Power Partner Awards for the 'AI and Data' category

2024

Launched Signal-Based Merchandising solution, a continuous, signal-driven approach to maximizing return on investment through SKU collection locations with the highest returns

2023

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology

2023

Secured $640 million in a Series E financing round led by SoftBank Vision Fund 2 and existing investor BlackRock, Inc.

2020

Launched Dynamic Merchandising, a first-of-its-kind enterprise-level service to address urgent store issues via an on-demand workforce

2020

Acquired Survey.com, a provider of prescriptive sales activation and merchandising services

2019

Raised $100 million in an investment round led by HOPU Investments 

2019

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

2018

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

2018

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

2017

Launched new augmented reality solution for in-store execution

2017

Closed $64 million funding round led by Warburg Pincus

2017

Raised $19.5 million in an investment round led by Investec Bank 

2016

Ranked in the top 25 fastest-growing companies on Deloitte's Technology Fast 500 list

2014

Expanded global operations to the Americas, Europe and China

2012

Secured initial rounds of funding totaling $7.5 million

2011

Pioneered digitizing the physical world of retail with computer vision

2010

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Expand
2024

Winner of the 2024 A.I. Award for Best Use of AI in Retail and eCommerce

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology
2024

Named an honoree of the 2024 Inc. Power Partner Awards for the 'AI and Data' category

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Raised $100 million in an investment round led by HOPU Investments

2024

Launched Signal-Based Merchandising solution, a continuous, signal-driven approach to maximizing return on investment through SKU collection locations with the highest returns

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology
2023

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Raised $100 million in an investment round led by HOPU Investments

2021

Secured $640 million in a Series E financing round led by SoftBank Vision Fund 2 and existing investor BlackRock, Inc.

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

2020

Launched Dynamic Merchandising, a first-of-its-kind enterprise-level service to address urgent store issues via an on-demand workforce

Raised $19.5 million in an investment round led by Investec Bank

Closed $64 million funding round led by Warburg Pincus

Launched new augmented reality solution for in-store execution

2020

Acquired Survey.com, a provider of prescriptive sales activation and merchandising services

Ranked in the top 25 fastest-growing companies on Deloitte’s Technology Fast 500 list
2019

Raised $100 million in an investment round led by HOPU Investments

Expanded global operations to the Americas, Europe and China
2019

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Secured initial rounds of funding totaling $7.5 million
2018

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

Pioneered digitizing the physical world of retail with computer vision
2018

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2017

Launched new augmented reality solution for in-store execution

Pioneered digitizing the physical world of retail with computer vision
2017

Closed $64 million funding round led by Warburg Pincus

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2017

Raised $19.5 million in an investment round led by Investec Bank

Pioneered digitizing the physical world of retail with computer vision
2016

Ranked in the top 25 fastest-growing companies on Deloitte's Technology Fast 500 list

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2014

Expanded global operations to the Americas, Europe and China

Pioneered digitizing the physical world of retail with computer vision
2012

Secured initial rounds of funding totaling $7.5 million

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2011

Pioneered digitizing the physical world of retail with computer vision

Pioneered digitizing the physical world of retail with computer vision
2010

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Trax investors

We’re proud to have the backing of key investors supporting our vision for innovation and growth in retail. 

Global executive team

Gary Laben

Chief Executive Officer

Regi Vengalil

Chief Financial Officer

Paulina Kadman

Chief of Staff

Thom Gennaro

Leaders of Survey

Full Name

Position

Full Name

Position

Full Name

Position

Full Name

Position

Our locations

All
Americas
Europe

Americas

Boston, United States

Corporate Headquarters
One Beacon St., 15th Floor
Boston, MA 02108
United States

Greensboro, United States

6900 D International Dr
Greensboro, NC 27409
United States

Europe

Glyfada/Athens, Greece

Dimitriou Gounari 78
Glyfada/Athens
Postal Code: 16561
Greece
Gary Laben

Chief Executive Officer

Linkedin

Gary Laben is the Chief Executive Officer at Trax and was appointed in March 2024.

Most recently, Gary was CEO of Dynata. In 2018, as Research Now’s CEO, he led its successful merger with SSI, to create Dynata, the world’s largest first-party data and insights platform. During his 6-year tenure, he tripled revenue and quadrupled EBITDA, in collaboration with 5500 employees across more than 40 countries. He conceived and executed the strategy to diversify company offerings beyond market research into media and advertising and successfully led the company through transformative mergers, and 15+ strategic acquisitions and investments.

Before joining Research Now as CEO in 2016, Gary was Global Chief Data Officer of Wunderman and CEO of KBM Group, where he grew revenue 10x and operating profit 15x, on its way to becoming a global marketing services industry leader.

He chairs various corporate, industry, and academic boards, most recently co-founded and chairs the board of Shoreline, an AI-driven, SaaS platform that revolutionizes the oncology patient journey by significantly improving content curation, distribution, and consumption for any aspect of the patient experience. Gary received his B.S. in Civil Engineering with a minor in French Literature from Johns Hopkins University.

Regi Vengalil

Chief Financial Officer

Linkedin

Regi Vengalil is the Chief Financial Officer of Trax. Regi is responsible for the financial management of the company including finance, accounting, investor relations and corporate development.

Prior to Trax, Regi served as the CFO of Metromile, Inc, a publicly traded auto insurance technology company. He was responsible for Metromile’s financial management, investor relations and corporate development. Regi helped lead the process to sell Metromile which resulted in its eventual acquisition by Lemonade, another publicly traded insurance technology company.

Previously, Regi served as CFO of Egencia, Expedia Group’s corporate travel division, where he led the global finance team of more than 100 professionals and was responsible for the division’s financial planning and operations, controllership and commercial finance. Regi helped lead the carve-out of Egencia from Expedia Group that culminated in its eventual sale to American Express Global Travel for nearly $1 billion. Before becoming CFO of Egencia, he also served as a member of Expedia Group’s executive team as global head of corporate development and strategy.

Before joining Expedia Group, Regi was head of strategy, mergers and acquisitions and business operations at LendingClub. Earlier in his career, he led teams advising financial services and travel firms on growth strategies at McKinsey & Company. He is also the Lead Independent Director and Chair of the M&A committee of Porch Group, a publicly traded home services vertical software company.

Regi holds a master of business administration and bachelor of science in economics; both earned with honors from the Wharton School of the University of Pennsylvania. He resides in Seattle, Washington.

Paulina Kadman

Chief of Staff

Linkedin

Paulina Kadman is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects.

As one of Trax’s earliest employees, Paulina has been instrumental in transforming Trax, growing from four people in her living room to the company it is today. During the last 10 years, Paulina drove Trax’s engagement with Fortune 500 consumer goods companies and retailers overseeing business development and partnership efforts to solidify Trax’s market-leading position.

Prior to joining Trax, Paulina enjoyed a unique career being a serial entrepreneur in various fields across gastronomy, culture and fashion, combining her longstanding interest in emerging technologies. Paulina holds B.A. from Tel Aviv University.