About

Your rewards sidekick

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. 

Warburg
Macquarie
Hopu
GIC
Boyu
Blackrock
Softbank

Executive team

Gary Laben 1 1
Gary Laben

Chief Executive Officer

TRAX HS Kadman4732
Paulina Kadman

Chief Transition Officer

TRAX HS McCarthy4478
Marcus McCarty

Chief Legal Officer

Brandon Strauss
Brandon Strauss

General Manager

Our locations

All
Americas
China
EMEA
Asia Pacific

Americas

Toronto, Canada

240 Richmond St. W,

Toronto, ON M5V 1V6
Canada

Denver, United States

1001 Bannock St.

Suite 7

Denver, CO 80204
United States

Boston, United States

Corporate Headquarters

One Beacon St., 15th Floor

Boston, MA 02108
United States

São Paulo, Brazil

Av Paulista, 1374

Floor 12th kit A113

Bela Vista

São Paulo-SP

01310-916
Brazil

Mexico City, Mexico

Regional Headquarters

Prado Norte 225, int. 201.

Col. Lomas De Chapultepec.

Miguel Hidalgo. 11000

Mexico
Mexico

China

Shanghai, China

Room 2213-19, Floor 22, SHUI ON PLAZA

333 Middle Huaihai Road, Huangpu District

Shanghai 200021
China

Beijing, China

LenzTech Headquarters

5th Floor, Jinglong Building

No. 225 Chaoyang North Road

Chaoyang District

Beijing 100025
China

EMEA

Tel-Aviv, Israel

Computer Vision Center of Excellence

94 Yigal Alon Street

Alon 2 Tower, Floor 26

Tel-Aviv
Israel

Budapest, Hungary

Kalvin Square Office Building

1085 Budapest

12 Kalvin Square, 6th Floor
Hungary

Paris, France

Regional Headquarters

CVDM Solutions

34 rue Laffitte

75009

Paris




France

Asia Pacific

Tokyo, Japan

10F

1 Chome-10-5 Toranomon

Minato City

Tokyo 105-0001
Japan

Melbourne, Australia

Dentons Australia

Level 13

77 Castlereagh Street

Sydney

NSW 2000


Australia

Singapore, Republic of Singapore

135 Cecil Street

#10-01

Singapore

069536


Republic of Singapore

Find your future at Trax

We are building global teams of amazing, brilliant minds who want to be a part of something big and innovative. 

See job opportunities
Gary Laben 1
Gary Laben

Chief Executive Officer

Linkedin

Gary Laben is the Chief Executive Officer, appointed in March 2024. In this role, he is responsible for the company’s global strategic direction and oversees all daily operations, driving growth and operational excellence across the business. 

  

Most recently, Gary served as Chief Executive Officer of Dynata. Earlier, as CEO of Research Now, he led its successful merger with SSI to create Dynata, the world’s largest first-party data and insights platform. Over a six-year tenure, he tripled revenue and quadrupled EBITDA, working alongside more than 5,500 employees across 40+ countries. He conceived and executed the strategy to expand the company beyond traditional market research into media and advertising, while leading transformative mergers and more than 15 strategic acquisitions and investments. 

  

Prior to joining Research Now in 2016, Gary served as Global Chief Data Officer of Wunderman and as Chief Executive Officer of KBM Group, where he increased revenue tenfold and operating profit fifteenfold, helping establish the company as a global leader in marketing services. 

  

Gary currently chairs and serves on multiple corporate, industry, and academic boards. Most recently, he co-founded and chairs the board of Shoreline, an AI-driven SaaS platform focused on transforming the oncology patient journey through improved content curation, distribution, and consumption across the patient experience. 

  

Gary holds a B.S. in Civil Engineering, with a minor in French Literature, from Johns Hopkins University. 

TRAX HS Kadman4732
Paulina Kadman

Chief Transition Officer

Linkedin

Paulina Kadman is the Chief Transition Officer, responsible for leading cross-functional strategic and operational initiatives during periods of transformation. As a member of the executive team, she drives complex transitions, aligns the organization around strategic priorities, and ensures operational readiness across functions. 

 

Over the past decade, Paulina has led large-scale, cross-functional operational efforts in highly complex environments, working with Fortune 500 consumer goods companies and global retailers. Paulina focus is on turning strategy into execution—establishing operating rhythms, aligning teams around shared objectives, and driving disciplined delivery in fast-moving organizations. 

 

Prior to her corporate leadership roles, Paulina built a diverse career as a serial entrepreneur across gastronomy, culture, and fashion, consistently blending creative industries with a strong interest in emerging technologies. Paulina holds a B.A. from Tel Aviv University. 

TRAX HS McCarthy4478
Marcus McCarty
Chief Legal Officer
Linkedin

Marcus McCarty is the Chief Legal Officer, overseeing legal, compliance, and people functions. In this role, he is responsible for governance, risk management, regulatory compliance, and organizational stewardship across complex regulatory environments. 


Most recently, Marcus served as Senior Vice President of Transformation at a global financial services company, where he led lean and agile centers of excellence to drive operational process improvements, digital transformation, and customer experience and retention initiatives. His remit also included enterprise change management, internal communications, and leadership development programs. 


Earlier in his career, Marcus was a member of the company’s legal leadership team, with responsibility for legal operations and global ethics and compliance programs, and active participation in corporate governance. He also led legal support for a broad portfolio of financial services and payments products, developing deep expertise in regulated industries. 


Marcus has also provided external legal support for private equity mergers and acquisitions and advised global organizations on agile and large-scale transformation initiatives. 


Marcus holds an MBA and a Juris Doctor from the University of Denver, where he graduated with honors, and a Bachelor of Science in Business Administration from the University of Colorado.