Trax Image Recognition

Singapore Software & Services Private

Trax Retail is a computer vision and retail analytics platform that uses artificial intelligence and image recognition technology to provide shelf-level insights to brands and retailers. The company delivers real-time visibility into shelf conditions, planogram compliance, out-of-stock detection, and inventory management across the physical retail environment. Founded in 2010 by Joel Bar-El and Dror Feldheim, Trax serves major CPG and retail customers including Coca-Cola and Anheuser-Busch InBev across more than 80 countries. The company pioneered the use of AI-driven image recognition to digitize retail shelf data and has historically been considered a leader in retail execution technology, though it has faced growth challenges and underwent significant restructuring including a 2026 divestiture of its image recognition business.

Overview

Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Founded

2010

Employees

600–750

Total Funding

$937.9M

9 rounds

Latest Valuation

$1B

November 8, 2023

Funding

Total raised $937.9M across 9 rounds

Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Last updated 06-25-2026

Latest Round

Type

Series E

Date

April 7, 2021

Amount

$640M

Valuation

$1B

Lead Investors

SoftBank Vision Fund 2BlackRock
DateRoundAmount RaisedValuationLead Investors
November 8, 2023 Venture Debt $50M Deutsche Bank Private Credit & Infrastructure
April 7, 2021 Series E $640M $1B SoftBank Vision Fund 2, BlackRock
July 1, 2019 Series D $100M $1.2B HOPU Investments

Funding by Round

Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Valuation Trajectory

Valuation indexed to 1.0× at the selected entry round. Valuation marks are estimates and may contain errors. Hover each dot to compare.

If you invested at:
0.5x 1x 2x 2012 2014 2016 2018 2020 Trax Image Recognition

Entry · Seed

$4B

Jun 2011

Trax Image Recognition today

$1B

Apr 2021 · latest mark

Trax Image Recognition multiple

0.3x

valuation uplift since first round

Y-axis is logarithmic. Hollow dots = estimated valuations. Does not represent realized investor returns.

Prominent Investors

Vision Fund Blackrock Omers Sony Innovation Fund Soft Bank Vision Fund 2 Sony Innovation Fund Black Rock OMERS

Leadership

  • Joel Bar-El

    Executive Chairman & Co-Founder

  • Dror Feldheim

    President & Co-Founder

  • Gary Laben

    Chief Executive Officer

  • David Gottlieb

    Chief Revenue Officer

Competitors

Competitor list is illustrative and may be incomplete, stale, or erroneous.

  • Focal Systems

    Retail technology company using computer vision and machine learning for inventory management, order writing, labor scheduling, and planogram adjustments.

  • Pensa Systems

    Retail shelf intelligence provider offering visibility and analytics for shelf inventory to reduce stockouts using computer vision and AI.

  • Vispera

    Image recognition technology provider for retail execution, offering real-time shelf monitoring, planogram compliance, and out-of-stock detection.

  • VisionR

    Computer vision solution for retail shelf management and compliance.

  • Cognitiwe

    AI-powered retail analytics and shelf intelligence platform.

  • BossaNova

    Autonomous shelf-scanning robot for retail stores, later acquired by FORM.

Trax Image Recognition Investment FAQ

Public status and buying access

No. Trax Image Recognition is a private company and does not have a public stock ticker or trade on a public stock exchange. Its shares are generally held by founders, employees, investors, and other private shareholders. Buyers and sellers may be able to transact in Trax Image Recognition shares through private secondary transactions, but any transaction depends on share availability, buyer and seller agreement, transfer restrictions, company approval rights, and any applicable right of first refusal. There is no guarantee that Trax Image Recognition will complete an IPO or other liquidity event.

Yes, it is sometimes possible to buy Trax Image Recognition shares pre-IPO through private secondary transactions. This depends on finding a willing seller, company approval, and satisfying any transfer restrictions or rights of first refusal.

Buyers interested in buying Trax Image Recognition shares on the secondary market typically do so through SetterVC and other secondary-market platforms, subject to eligibility requirements, share availability, transfer restrictions, and issuer approval. Buyers may need to satisfy sophistication, accreditation, institutional, platform, regulatory, or other eligibility requirements before participating. Once eligible, buyers may be able to view listings, make bids, and work with a licensed broker through the transaction process. Buyers should ensure they have appropriate legal and financial advisors guiding them before completing any transaction.

The company's latest round valuation was approximately $1B as of November 8, 2023. The latest round valuation is often used as one reference point in secondary-market pricing, but secondary prices may be above or below that valuation at any given time. Secondary pricing can shift significantly based on post-round conditions, such as changes in company performance, supply-demand dynamics, share class, transaction size, transfer restrictions, or broader market shifts. Any implied valuation from a past round should be confirmed with a broker or through live market listings before relying on it.

Valuation and funding

Trax Image Recognition was most recently valued at approximately $1B as of November 8, 2023. This is a private valuation and may differ from secondary pricing. Secondary shares may trade above or below this mark based on various factors. SetterVC and Setter Capital does not verify the accuracy of these valuations. Buyers and sellers should always confirm current valuations before completing any transaction.

Trax Image Recognition's valuation has changed over time based on funding rounds, tender offers, secondary-market indications, and other reported or collected valuation marks. Trax Image Recognition's valuation moved from approximately $4B as of June 1, 2011 to approximately $1B as of April 7, 2021. This comparison reflects company-level valuation marks and does not represent realized investor returns. Secondary-market prices may differ from these valuations based on share class, transaction size, transfer restrictions, supply and demand, company performance, and broader market conditions. SetterVC and Setter Capital does not verify the accuracy or completeness of valuation data, and buyers and sellers should confirm current information before relying on it.

Trax Image Recognition's latest disclosed funding round was a Venture Debt round in November 8, 2023. The round raised approximately $50M, with Deutsche Bank Private Credit & Infrastructure listed as disclosed lead or major investors. Primary funding rounds are different from secondary transactions: in a primary round, capital goes to the company, while in a secondary transaction, investors buy existing shares from current shareholders. Funding-round data reflects publicly reported or collected information and may be incomplete.

Trax Image Recognition has raised approximately $937.9M in disclosed funding across 9 rounds. These figures reflect primary capital raised by the company and do not include every possible secondary transaction, undisclosed round, debt facility, or private transfer. Reported funding totals can change as new rounds are announced or older round details are corrected. Eligible users can use SetterVC to track Trax Image Recognition's funding history alongside private-market activity where available.

Trax Image Recognition's disclosed investors include Vision Fund, Blackrock, Omers, Sony Innovation Fund, Soft Bank Vision Fund 2 and Sony Innovation Fund. Investor lists are based on public reporting, company announcements, and collected funding-round data, and may be incomplete. Participation in a prior funding round does not mean those investors are currently buying or selling shares. On SetterVC, eligible users can review Trax Image Recognition's funding history, valuation history, and private-market activity alongside other venture-backed companies.

Market context

Trax Image Recognition's most-cited competitors include Focal Systems, Pensa Systems, Vispera, VisionR, Cognitiwe and BossaNova. Investors often compare these companies by sector, product focus, valuation, funding raised, growth signals, investor base, and private-market activity.

Secondary-market demand for Trax Image Recognition shares can be affected by company performance, revenue growth, profitability, funding history, valuation, investor interest, sector momentum, public-market conditions, expected timing of a liquidity event, and the availability of shares for sale. Demand can also be affected by transfer restrictions, company approval rights, right of first refusal processes, limited information, and the price expectations of buyers and sellers. Strong demand does not guarantee strong pricing, liquidity, or investment returns. Weak demand does not necessarily reflect the company's long-term prospects. Demand signals should not be treated as a recommendation or prediction of investment performance. Buyers and sellers should treat demand signals as informational and conduct their own diligence before transacting.

Selling and transaction mechanics

Sellers often rely on intermediaries and platforms, such as SetterVC and other secondary-market platforms, to identify potential buyers. The exact process varies by company and transaction, but sellers often begin by confirming their ownership, desired price, transferability, and any company approval or notice requirements. If the seller agrees with a buyer on acceptable price and terms, the company may need to be notified through a share transfer notice or similar process. If a right of first refusal, company approval right, or other transfer restriction applies, the seller may need to wait until that process is completed. The parties may then execute a purchase and sale agreement, complete required transfer documentation, and close if all required conditions are satisfied. Sellers should always seek proper legal and financial advice before completing the transaction.

Yes, current and former Trax Image Recognition employees, early investors, and other existing shareholders may be able to sell vested shares before an IPO through a private secondary sale. This is not automatic; it depends on whether the shareholder has transferable shares, whether there is buyer demand, and whether the company's governing documents permit the transfer. Many companies require prior notice, company approval, or a right of first refusal before shares can be sold. Sellers should also seek proper legal and financial advice before proceeding.

A Trax Image Recognition secondary transaction usually involves an existing shareholder selling shares to a buyer before a public listing. The buyer and seller typically agree on price, number of shares, share class, and closing conditions. The seller may then need to notify Trax Image Recognition through a share transfer notice or similar process. If Trax Image Recognition or existing investors have approval rights, transfer restrictions, or a right of first refusal, those steps may need to be completed before the transfer can close. The parties typically enter into a purchase and sale agreement, complete any required transfer documentation, and close only if the necessary conditions are satisfied. Timing and certainty can vary by company and transaction.

In most private secondary transactions, parties commonly use a purchase and sale agreement that outlines price, terms, and conditions. They may also use share transfer documentation, often a stock transfer notice, share transfer notice, transfer instruction, or similar document, along with any required company approval or right of first refusal materials. Proof of ownership, such as a cap table entry, share certificate, brokerage statement, issuer confirmation, or administrator confirmation, may also be important. Buyers often request recent company financials, but private companies may limit disclosure. Since every deal varies, buyers and sellers should consult legal and financial advisors to understand which documents are needed.

Risk, diligence, and investor caution

Buying Trax Image Recognition shares pre-IPO is risky. Shares are illiquid, no IPO or liquidity event is guaranteed, valuations can change, transfers may require company approval, and private companies may provide limited financial disclosure. Be prepared for total loss. SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, verify information, and seek independent legal and investment advice before proceeding.

Private secondary shares are typically illiquid. Unlike public stocks, there is no active public market, so selling them can be difficult and time-consuming. Sales depend on finding a willing buyer and often require company approval. Investors should be prepared to hold the shares for an extended period, with no guarantee of a future sale. Always assess your need for liquidity before investing.

SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, including verifying ownership, transferability, legal structure, company approval, and assessing the company's prospects. SetterVC and Setter Capital do not provide advice on whether an investment is good, what price to pay, or what the best bid or ask is. SetterVC and Setter Capital may share documents in some circumstances, but it does not guarantee their accuracy or completeness. Due diligence is essential. Seek legal and investment advice as needed.

Before buying Trax Image Recognition shares, a buyer should try to review the share class, price per share, implied valuation, transfer restrictions, ROFR process, company approval rights, seller ownership evidence, recent financing or tender-offer information, available financial information, information rights, resale restrictions, tax considerations, and expected liquidity paths. Not all information may be available for a private company. Buyers should confirm available diligence, process details, and information needs with their own legal, tax, and investment advisers.

SPVs carry risks. Examples include the need to confirm the company allows SPV-based transfers, verify that the SPV truly owns the shares or interests it claims to own, and ensure it has not sold more interests than it holds. Due diligence is essential. Seek legal and investment advice as needed.

Forward contracts carry risks. Examples include the seller refusing to transfer the shares at the future date, even if the seller owns them, the seller going bankrupt with creditors claiming the shares, or the seller committing the same shares to multiple parties. Due diligence is essential. Seek legal and investment advice as needed.

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