Alice
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
Alice firmographics
Firmographics- Name
- Alice
- Legal name
- ActiveFence Ltd.
- Website
- https://alice.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Alice industry classification
Industry- Product category
- AI Safety and Security Platform
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)
- akta.pro secondary industries
- AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety) (HDAEANAF), Model Security Testing & Red Teaming (adversarial ML, jailbreaks) (HDAAAKAC), Agents & Autonomous Workflows (Tool Use, Planning, Multi-Agent) (HDAAACAF), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
Keywords
Where Alice is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Alice business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Enterprise Platform Subscription (WonderSuite): Recurring enterprise contracts for the WonderSuite platform (WonderBuild, WonderFence, WonderCheck) sold to foundation model labs and regulated industries via direct enterprise sales motion. Quote-based / not publicly disclosed.
- Targeted Data Feeds & Red-Teaming Services: Specialized domain data feeds and expert-led red-teaming engagements for foundation model customers such as Cohere, often delivered alongside the platform subscription to support model safety evaluation and remediation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Quote-based enterprise pricing for WonderSuite (WonderBuild, WonderFence, WonderCheck) |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
Alice product offering
Product offeringCore offering
Alice sells the WonderSuite platform, a unified AI safety and security offering that combines pre-launch red teaming (WonderBuild), dynamic runtime guardrails (WonderFence), and continuous production evaluation (WonderCheck) for generative AI systems and AI agents. The platform is powered by the proprietary Rabbit Hole adversarial intelligence engine, built on more than 10 billion real-world toxic and manipulative samples across 120+ languages, and is sold primarily via quote-based enterprise subscriptions to foundation model labs and regulated industries. Supporting offerings include expert-led red-teaming services, the open-source Caterpillar AI skills scanner, and the Alice Labs frontier research program.
Product overview
Alice (formerly ActiveFence) sells a single unified AI safety and security platform called WonderSuite, built as a platform-plus-modules architecture spanning the full lifecycle of generative AI and AI agent systems. The platform combines three named modules — WonderBuild for pre-launch stress-testing and red-teaming, WonderFence for dynamic runtime guardrails, and WonderCheck for ongoing automated red-teaming in production — which are powered by Alice's Rabbit Hole intelligence engine and supported by the free open-source Caterpillar AI Skills Security Scanner and the Alice Labs frontier research program. The offering is the direct evolution of the legacy ActiveFence user-generated-content trust-and-safety business, repositioned to secure AI agents, LLMs, and generative AI applications for enterprise customers.
Differentiator
Problem solved
Functional benefit
Brands
- WonderSuite: Unified AI governance platform comprising WonderBuild (pre-launch stress-testing / red teaming), WonderFence (dynamic runtime guardrails), and WonderCheck (continuous production red teaming and drift detection).
- Rabbit Hole
- Alice Labs
- Caterpillar
Products and services
- WonderSuite Alice's end-to-end lifecycle security and safety platform for AI systems, bundling pre-launch stress-testing (WonderBuild), runtime guardrails (WonderFence), and ongoing automated red-teaming (WonderCheck) into a single suite for securing generative AI and AI agents in enterprise environments.
- WonderBuild Pre-launch stress-testing and red-teaming module of WonderSuite that evaluates generative AI systems, apps, and agents against adversarial prompts, multimodal safety risks, and security threats before they are released to production.
- WonderFence Dynamic runtime guardrails module of WonderSuite that monitors live AI agent and LLM traffic in under 150ms to enforce safety, security, and compliance policies in real time across enterprise AI deployments.
- WonderCheck Ongoing automated red-teaming module of WonderSuite that runs continuous adversarial testing against production AI systems to detect behavioral degradation, drift, safety regressions, and emerging risks.
- Caterpillar Free open-source AI Skills Security Scanner released by Alice Labs that analyzes AI agent skill definitions and configurations to surface security vulnerabilities, unsafe behaviors, and supply-chain risks before deployment.
- Alice Labs Frontier research and model evaluation service through which Alice partners with AI foundation model labs on emerging threats, vulnerabilities, and safety research for next-generation generative AI and agentic systems.
Quantifiable outcome
- 38% reduction in time to mitigation within three months for Cohere's AI safety program
- +5 more outcomes
Companies that use Alice
Customer profileNamed customers17 records
Segments8 records
Ideal customer profiles4 records
Alice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability15 records
Feature7 records
Alice partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- DatabricksflagshipAlice WonderFence was announced as a launch partner in the Databricks Unity AI Gateway partner ecosystem at the Data + AI Summit 2026. Alice joins 14 partners (CrowdStrike, Cyera, HiddenLayer, Netskope, Noma Security, Obsidian Security, Openlayer, Palo Alto Networks, Zscaler, Okta, Ping Identity, SailPoint, Saviynt) extending governance beyond data and AI assets to runtime interactions between models, agents, MCP servers, and AI tools. Alice customers can enforce Alice's guardrails directly inside the Databricks platform.
- Microsoft (Copilot Studio)coreWonderFence integrated with Microsoft Copilot Studio to secure AI agents with customizable policies, real-time monitoring, and guardrails that block prompt injection, data leaks, and compliance risks inside Microsoft's agent platform.
- LovablecoreAlice and Lovable announced a partnership to conduct red-team testing on Lovable's AI infrastructure, identifying vulnerabilities before they can be exploited in real-world settings. The collaboration addresses security risks created by AI systems capable of writing code, building applications, and publishing content autonomously. Findings are used to strengthen safeguards, refine product policies, and improve system resilience over time.
- AWS (Strands Agents)coreAlice published guidance showing how WonderFence uses AWS Strands Agent hooks to enforce safety and security policies in production-oriented agent workflows, integrating Alice's runtime guardrails into AWS's agent ecosystem.
- ParlantcoreAlice and Parlant announced a strategic partnership combining Parlant's open-source agent framework and alignment engine with Alice's real-time guardrails, threat intelligence, and red-teaming capabilities. The collaboration targets enterprises deploying conversational AI in regulated industries, addressing prompt injection, compliance challenges, and the need for open-source flexibility without sacrificing safety and reliability.
- OWASPminorAlice references OWASP (including the OWASP Top 10 for Agentic AI) as a partner framework, aligning WonderSuite's policy and evaluation criteria with OWASP guidelines and contributing to the broader agentic AI security community via the open-source Caterpillar scanner.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Alice competitors and assessment
Company assessmentDirect peers
- Lakera: Lakera provides runtime AI guardrails and red-teaming (Gandalf) for LLM applications, directly overlapping with Alice's WonderFence and WonderBuild modules and competing for the same enterprise GenAI safety budgets.
- Robust Intelligence: Robust Intelligence (acquired by Cisco) sold an AI firewall and continuous model validation platform covering pre-deployment testing and runtime protection, directly comparable to Alice's WonderSuite lifecycle approach.
- HiddenLayer: HiddenLayer offers AI security posture management, adversarial robustness testing, and model threat detection for ML systems, competing with Alice in AI red teaming and runtime safety for enterprise AI deployments.
- Protect AI: Protect AI provides AI security posture management, model scanning, and supply-chain risk tools for ML systems, competing directly with Alice's Caterpillar and broader WonderSuite offerings in the AI safety layer.
- Calypso AI: Calypso AI delivers an AI security and evaluation platform with red-teaming, guardrails, and policy enforcement for generative AI, closely mirroring Alice's lifecycle positioning and serving similar regulated-enterprise buyers.
Emerging players
- LatticeFlow AI: LatticeFlow AI focuses on evaluating and hardening AI models for safety, robustness, and compliance with EU AI Act alignment, partially overlapping with Alice's WonderBuild pre-launch testing and policy-driven enforcement.
- Patronus AI: Patronus AI provides LLM evaluation, red-teaming, and safety monitoring for enterprise GenAI applications, competing with Alice in the AI evaluation and ongoing monitoring segments of the safety lifecycle.
- Hive: Hive offers AI-powered content moderation and classification APIs for text, image, and video, addressing adjacent trust-and-safety use cases inherited from ActiveFence's legacy UGC moderation business.
Broad incumbents
- Microsoft Azure AI Content Safety: Microsoft Azure AI Content Safety is a first-party cloud offering that detects harmful AI content and jailbreaks inside Azure-hosted models, representing a hyperscaler incumbent alternative to Alice's WonderFence.
- Amazon Bedrock Guardrails: Amazon Bedrock Guardrails provide first-party safety filters and policy controls for foundation models on AWS, directly competing with Alice's runtime guardrails while also serving as a distribution channel via the AWS Strands integration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Alice social profiles
Digital presenceAlice compliance and trust
Trust signalCompliance2 records
Alice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alice leadership team
Management profileNumber of profiles
Profiles10 records
Alice subsidiaries and ownership
Company hierarchySubsidiaries2 records
Alice funding detail
Funding detailFunding overview
Funding rounds6 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alice M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alice
What does Alice do?
Alice sells the WonderSuite platform, a unified AI safety and security offering that combines pre-launch red teaming (WonderBuild), dynamic runtime guardrails (WonderFence), and continuous production evaluation (WonderCheck) for generative AI systems and AI agents. The platform is powered by the proprietary Rabbit Hole adversarial intelligence engine, built on more than 10 billion real-world toxic and manipulative samples across 120+ languages, and is sold primarily via quote-based enterprise subscriptions to foundation model labs and regulated industries. Supporting offerings include expert-led red-teaming services, the open-source Caterpillar AI skills scanner, and the Alice Labs frontier research program.
Is Alice a public or private company?
Alice is a private company. It is classified as venture growth investor backed and is currently operating.
When was Alice founded?
Alice was founded in 2018. It employs 251 to 500 people.
Where is Alice based?
Alice is headquartered in New York, United States, in the North America region.
How does Alice make money?
Two revenue lines are on record. Enterprise Platform Subscription (WonderSuite) is the primary driver. The others are targeted Data Feeds & Red-Teaming Services.
Who are Alice's main competitors?
Direct peers on record are Lakera, Robust Intelligence, HiddenLayer, Protect AI and Calypso AI. Emerging players are LatticeFlow AI, Patronus AI and Hive. Broad incumbents are Microsoft Azure AI Content Safety and Amazon Bedrock Guardrails.
Does Alice have an API?
No public API is recorded for Alice.
What industry is Alice in?
Alice's product category is AI Safety and Security Platform. Its primary akta.pro industry code is HDAEANAG, Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII), with a secondary code of HDAEANAF, AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety). Its NAICS code is 5132 and its SIC code is 7372.