When was Trax founded?

Trax was founded in 2010 and became a unicorn in 2019, reaching the milestone in 9 years. It raised its 1st funding round 3 years after its incorporation.

Where is Trax located?

Trax is headquartered in Singapore, Singapore. It is registered at 80 RAFFLES PLACE #32-01 UOB PLAZA SINGAPORE 048624.

Who is the current CEO of Trax?

Joel Bar-El and Gary Laben s of Trax.

Which legal entities is Trax associated with?

Trax is associated with TRAX TECHNOLOGY SOLUTIONS PTE. LTD and 3 others.

How many employees does Trax have?

As of May 31, 2026, the latest employee count at Trax is 627.

Is Trax a funded company?

Trax is a funded company, having raised a total of $1.03B across 11 funding rounds to date. The company's 1st funding round was a $6.6M Series A round, raised on Aug 06, 2013.

How much is Trax worth?

The latest valuation of Trax is $2.4B as of Feb 08, 2022.

When was the latest funding round of Trax?

Trax's latest funding was a $50M Venture Debt round on Nov 08, 2023, with participation from 1 investor.

What is the annual revenue of Trax?

Annual revenue of Trax is between $10M and $50M as on Dec 31, 2020

Is Trax a In Store Retail Tech company?

The primary sectors of Trax are In Store Retail Tech, Big Data Analytics and Image Recognition.

Where does Trax rank among its competitors?

Trax ranks 1st amongst 306 active competitors, of which 82 are funded. It stands 1st in terms of total funding among its competitors. The most recent competitor to raise funding was Crisp, which secured $26M in Dec, 2025.

Who are the top competitors of Trax?

Trax's top competitors include RetailNext, Peak and Crisp. Among them, Crisp secured the most recent funding round in December, 2025.

Trax - 2026 Company Profile, Team, Funding, Competitors & Financials

Trax is a series E company based in Singapore (Singapore), founded in 2010 by Joel Bar-El. It operates as a Cloud-based data analytics solutions for retail shelf management. Trax has raised $1.03B in funding from investors like BlackRock, Warburg Pincus and Investec, with a current valuation of $2.4B. The company has 306 active competitors, including 82 funded and 46 that have exited. Its top competitors include companies like RetailNext, Peak and Crisp.

Sectors and market segments that Trax operate in

Trax serves in the Retail, High Tech market segments.The primary business model of Trax are:

Company Details

Cloud-based data analytics solutions for retail shelf management. The platform offers signal based merchandising data and analytics solutions to manage product placement and inventory. It generates reports to manage performance and support the decision making process. It offers AI powered solutions to execute, measure, and manage retail strategies. Features include merchandising, in-store execution, shopper engagement, market measurement, analytics and shelf monitoring solutions, workforce management, inventory optimization, and more.

Website: traxretail.com
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Registered Address: 80 RAFFLES PLACE #32-01 UOB PLAZA SINGAPORE 048624

Key Metrics

Founded Year

2010

Location

Singapore, Singapore

Stage

Series E

Total Funding

$1.03B in 11 rounds

Latest Funding Round

Venture Debt, Nov 08, 2023, $50M

Post Money Valuation

$2.4B as on Feb 08, 2022

Investors

BlackRock & 33 more

Ranked

1^st among 306 active competitors

Annual Revenue

$10M - $50M as on Dec 31, 2020

Employee Count

627 as on May 31, 2026

Investment & Acquisitions

Salsify & 7 more

Similar Companies

AWM & 88 more

View Trax's full profile

Trax is associated with 4 legal entities given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count	Documents
TRAX TECHNOLOGY SOLUTIONS PTE. LTD CIN: 201023920E , Singapore, Active	Dec 31, 2009	$10M - $50M (As on Dec 31, 2020)	-
Trax Retail, Inc. CIN: 20191216476 , United States, Deadpooled	Mar 11, 2019	-	183 (As on Dec 31, 2023)	-
TRAX RETAIL LTD CIN: 9468317 , United Kingdom, Active	Mar 02, 2015	-	4 (As on Dec 31, 2024)
Trax Retail, Inc. CIN: 20191217676 , United States, Active	Mar 11, 2019	-	-	-

Trax has raised a total funding of $1.03B over 11 rounds. Its first funding round was on Aug 06, 2013. Its latest funding round was a Venture Debt round on Nov 08, 2023 for $50M. 1 investor participated in its latest round. Trax has 34 institutional investors.

Here is the list of recent funding rounds of Trax:

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Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Nov 08, 2023	$50M	Venture Debt	-	-	-	Deutsche Bank
Apr 07, 2021	$640M	Series E	$2B	92.7x	SoftBank Vision Fund, BlackRock	OMERS, Sony Innovation Fund
Jul 22, 2019	$100M	Series D	$1.1B	66.1x	Hopu Investments	-

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View details of Trax's funding rounds and investors

The founders of Trax is Joel Bar-El. Gary Laben is the CEO of Trax.

Here are the details of Trax's key team members:

Joel Bar-El: Co-Founder & CEO of Trax and founder of 1 other company. They serve on the board of 1 company.
Gary Laben: CEO of Trax.

Trax's Board of Directors

Trax's board has 5 active members. Richard Gati, Joel Bar-El, Jeffrey Perlman and Dror Feldheim are part of team and James Taylor is independent board member.

Here is the list of Trax's board of directors:

Name	Type	Representing	Status	Duration
Richard Gati	Team	-	Current	13y 0m
Joel Bar-El	Team	-	Current	15y 6m
Dror Feldheim	Team	-	Current	15y 6m
Jeffrey Perlman	Investor	Warburg Pincus	Current	8y 10m
James Taylor	Independent board member	-	Current	10y 11m
Richard Paul Mark Aidan Forlee	Independent board member	-	Past	4y 7m
Vincenzo Ciummo	Independent board member	-	Past	0y 0m
Tamara Lee Minick scokalo	Independent board member	-	Past	5y 4m
Chandra Raj Sinnathuray	Independent board member	-	Past	3y 10m
Giuseppe Caso	Independent board member	-	Past	2y 0m

View details of Trax's Founder profiles and Board Members

Trax's employee count trend

Trax has 627 employees as of May 26. Here is Trax's employee count trend over the years:

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Top competitors of Trax include RetailNext, Peak and Crisp. Here is the list of Top 10 competitors of Trax, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Trax 2010, Singapore (Singapore), Series E	Cloud-based data analytics solutions for retail shelf management	$1.03B	HighGear Ventures, GIC & 32 others	81/100
2nd	RetailNext 2007, San Jose (United States), Series E	Provider of traffic analytics, video security, and occupancy management solutions	$232M	Activant Capital, August Capital & 17 others	69/100
3rd	Peak 2014, Manchester (United Kingdom), Acquired	Provider of decision intelligence software for retail businesses	$209M	MMC Ventures, Praetura Ventures & 87 others	68/100
4th	Crisp 2016, New York City (United States), Series B	Platform offering business analytics software for CPG retailers and suppliers	$160M	FirstMark, 3L Capital & 29 others	66/100
5th	SPINS 1995, Chicago (United States), Series B	Provider of retail consumer analytics services	-	Stripes, General Atlantic & 3 others	62/100
6th	AWM 2016, Aliso Viejo (United States), Series A	Provider of AI-based business automation solution for retail businesses	$45.1M	Datalogic, Lagomaj & 4 others	62/100
7th	Standard 2017, San Francisco (United States), Series C	Platform offering AI-enabled automated checkout software solutions for offline retailers	$236M	CRV, SoftBank Vision Fund & 36 others	60/100
8th	Hypersonix 2018, San Francisco (United States), Series B	Provider AI-powered analytics platform for consumer commerce	$50M	B Capital, Intel Capital & 7 others	60/100
9th	Nuqleous 2013, Bentonville (United States), Acquired	Provider of retail analytics and space planning software for suppliers	$26M	blueladdercap.com, Partner Ventures & 3 others	58/100
10th	ParallelDots 2014, Seattle (United States), Series A	Provider of image recognition software for retail execution and monitoring	$6.5M	Multipoint Capital, Btomorrow Ventures & 2 others	57/100

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Trax has made 1 investments in companies including Salsify. Trax has also acquired 7 companies including Survey.com and Qopius.

Here is the list of investments & acquisitions:

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Date of Investment/Acquisition	Type	Company Name	Founded Year	Location
Sep 23, 2020	Investments	Salsify	2012	Boston (United States)
Mar 11, 2020	Acquisition	Survey.com	1996	Boston (United States)
Feb 18, 2020	Acquisition	Qopius	2016	Paris (France)