SureCam
SureCam provides connected dash cameras, GPS tracking, and AI-powered driver coaching software as a bundled hardware-plus-subscription video telematics platform for commercial fleets of 20 to 1,000 vehicles across construction, utilities, field services, and delivery industries in North America and Europe.
- Company typePrivate
- Founded2014
- HeadquartersSt Louis, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What SureCam does
SureCam is a private video telematics company founded in 2014 that provides connected dash cameras, cloud-based video management, GPS tracking, and AI-powered driver coaching for commercial vehicle fleets. Its product portfolio spans entry road-facing cameras, dual-facing, front-and-rear, and waterproof exterior cameras, culminating in the SureCam Vantage multi-camera system (launched January 2026) that supports up to six synchronized cameras for 360-degree visibility and AI driver monitoring aligned with urban Vision Zero and Direct Vision regulations. The platform combines cellular-connected hardware with a cloud software layer that performs event-based video capture, live streaming, automatic driver identification, safety scoring, and integration with the Geotab telematics ecosystem for operational analytics.
The company serves commercial fleets of 20 to 1,000 vehicles across North America (US headquarters in Maplewood, Missouri, operated via IT US Acquisition Company, LLC) and Europe (regional headquarters in Reading, UK, via SureCam (Europe) Limited). Vertical focus areas include construction, oil/gas/mining, utilities, moving, HVAC, landscaping, pest control, plumbing, and towing/recovery, with named customers including G4S, Krispy Kreme, Concrete Strategies, Lansberry Trucking, Euroloo, RSE, and SAV Express.
SureCam generates revenue through a bundled model combining hardware sale or lease with monthly per-vehicle software subscriptions that include unlimited cloud storage and events. Go-to-market blends enterprise field sales, inside sales for mid-market accounts, a free-trial acquisition path for qualified prospects, and a nationwide professional installer network. The company has raised approximately $50.6M in disclosed funding since 2021, including a $36.0M recapitalization in January 2025 from Boundary Street Capital and Lewis & Clark Capital, and reports thousands of customer businesses ranging from family-owned operators to global brands.
SureCam firmographics
Firmographics- Name
- SureCam
- Legal name
- IT US Acquisition Company, LLC
- Website
- https://surecam.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SureCam provides connected dash cameras, GPS tracking, and AI-powered driver coaching software as a bundled hardware-plus-subscription video telematics platform for commercial fleets of 20 to 1,000 vehicles across construction, utilities, field services, and delivery industries in North America and Europe.
- Ownership category
- akta.pro rank
SureCam industry classification
Industry- Product category
- Video Telematics
- akta.pro primary industry
- Video Telematics & AI Dashcams (TLAEANAA)
- akta.pro secondary industries
- Driver Behavior Scoring & Coaching Platforms (TLAEANAB), Speed Management, Geofencing & Policy Enforcement (TLAEANAH), Video Telematics, ADAS & AI Dashcams (TLAEAFAG)
Keywords
Where SureCam is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
SureCam business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Hardware Sales/Lease: SureCam provides connected dash cameras available for purchase or lease. Lease arrangements bundle hardware with software services and maintenance support into predictable monthly fees. Purchase options include separate monthly software licensing fees.
- Software Subscriptions: Monthly subscription-based Software Services providing cloud video storage, GPS tracking, analytics, and driver coaching. Subscription pricing is per-vehicle with unlimited storage and events included in all-inclusive pricing.
- Professional Services: Optional installation services including self-installation options (three-wire, OBDII plug-and-play, JBus plug-and-play) and professional installation via nationwide installer network.
- Maintenance and Support Services: Maintenance and support services included with lease arrangements. Purchase customers can add maintenance for additional monthly fee. Covers equipment repair/replacement, SIM cards with data plan, and technical support during business hours.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Per-vehicle all-inclusive pricing with unlimited storage and events |
| One time/ perpetual license | Monthly | Hardware purchase with separate monthly software subscription |
| Freemium | Pay-as-you-go | Free trial program for qualified accounts |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
SureCam product offering
Product offeringCore offering
SureCam sells and leases cellular-connected HD dash camera hardware for commercial vehicles, bundled with a cloud-based video telematics software subscription. The platform provides real-time GPS tracking, event-triggered video capture, live video streaming, AI-powered in-cab driver coaching nudges, driver safety scoring, automatic driver identification, and cloud storage. Customers purchase or lease the cameras and pay a per-vehicle monthly software fee covering unlimited storage, events, and analytics.
Product overview
SureCam is a video telematics company that provides a unified platform combining connected dash cameras (hardware) with cloud-based video, GPS tracking, AI-powered safety insights, and driver coaching tools (software). The company provides both hardware and software, bundling connected dash cameras with cloud video, GPS tracking, analytics, and driver coaching tools in a single solution. The product portfolio includes four core dash cam types: Road-Facing Dash Cam (HD forward footage for driver privacy), Dual-Facing Dash Cam (road + driver view for coaching), Front & Rear Dash Cam (full vehicle coverage), and Dual Exterior/Waterproof Dash Cam (harsh environment durability). The premium Vantage Multicamera System connects up to 6 cameras for 360-degree visibility with AI-powered driver monitoring. Supporting software modules include AI-Powered Safety & Driver Coaching (real-time in-cab nudges, 90% alert reduction), Live Video Streaming, GPS Tracking, Cloud Storage, Driver Safety Scores, Automatic Driver ID, and Geotab Integration for safety scoring and operational analytics.
Differentiator
Problem solved
Functional benefit
Products and services
- SureCam Road-Facing Dash Cam
Quantifiable outcome
- 80%+ reduction in claims losses
- +7 more outcomes
Companies that use SureCam
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles2 records
SureCam technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature7 records
SureCam partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- GeotabcoreGeotab compatibility for safety scoring and operational analytics. The SureCam Vantage system integrates with Geotab platform enabling customers to view data within Geotab's ecosystem for fleet management and safety scoring.
- EuropcarminorEuropcar provides rental vehicles to RSE (Ross-Shire Engineering) which deployed SureCam dashcams on 42 newly acquired vans. Vehicles supplied by rental partner Europcar were equipped with SureCam cameras as part of fleet safety initiative.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
SureCam competitors and assessment
Company assessmentDirect peers
- Samsara: Publicly traded, multi-billion-dollar fleet telematics and video safety platform offering AI dashcams, GPS, driver coaching, and connected workflows — directly comparable to SureCam across nearly every product capability and target customer.
- Motive: Leading AI dashcam and fleet management provider for commercial vehicles, with hardware + software offering, driver coaching, and GPS tracking — overlapping directly with SureCam's product stack and mid-market customer base.
- Lytx: Pioneer in video-based fleet safety with dashcam hardware, AI-driven driver behavior analytics, and coaching services — competes head-to-head with SureCam for fleets seeking video telematics and safety programs.
- Netradyne: AI-powered video telematics provider offering Driver•i dashcams with edge-based driver behavior analysis — direct competitor in AI video safety and fleet risk management.
- Azuga: Bridgestone-owned GPS fleet tracking and dashcam platform offering video telematics, driver scoring, and rewards-based safety programs — comparable SMB/mid-market competitor named by SureCam in comparison marketing.
- Geotab: Dominant open-platform GPS telematics provider with a marketplace of video integrations including SureCam; competes via MyGeotab Add-Ins and offers adjacent fleet safety products that overlap SureCam's value proposition.
Broad incumbents
- Verizon Connect: Telematics incumbent from Verizon offering fleet tracking, video, and asset management at enterprise scale — broader portfolio player named by SureCam in its comparison content.
- Omnitracs (SmartDrive): Enterprise transportation management and video-based safety (via acquired SmartDrive) — serves large trucking and logistics fleets with video telematics and driver coaching solutions.
- Trimble Transportation: Large enterprise technology provider with a transportation fleet safety and video telematics portfolio — competes for large enterprise contracts with broader adjacent capabilities.
Emerging players
- Fleetio: Modern fleet maintenance and operations management platform; adjacent rather than direct video competitor, but increasingly relevant to mid-market fleets evaluating fleet tech stacks that include video telematics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
SureCam social profiles
Digital presenceSureCam compliance and trust
Trust signalCompliance2 records
SureCam financial estimates
Financial estimateRevenue estimate
Valuation estimate
SureCam leadership team
Management profileNumber of profiles
Profiles4 records
SureCam subsidiaries and ownership
Company hierarchySubsidiaries1 record
SureCam funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SureCam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SureCam
What does SureCam do?
SureCam sells and leases cellular-connected HD dash camera hardware for commercial vehicles, bundled with a cloud-based video telematics software subscription. The platform provides real-time GPS tracking, event-triggered video capture, live video streaming, AI-powered in-cab driver coaching nudges, driver safety scoring, automatic driver identification, and cloud storage. Customers purchase or lease the cameras and pay a per-vehicle monthly software fee covering unlimited storage, events, and analytics.
Is SureCam a public or private company?
SureCam is a private company. It is classified as venture growth investor backed and is currently operating.
When was SureCam founded?
SureCam was founded in 2014. It employs 51 to 100 people.
Where is SureCam based?
SureCam is headquartered in St Louis, United States, in the North America region.
How does SureCam make money?
Four revenue lines are on record. Hardware Sales/Lease is the primary driver. The others are software Subscriptions, professional Services and maintenance and Support Services.
Who are SureCam's main competitors?
Direct peers on record are Samsara, Motive, Lytx, Netradyne, Azuga and Geotab. Broad incumbents are Verizon Connect, Omnitracs (SmartDrive) and Trimble Transportation. Fleetio is listed as an emerging player.
Does SureCam have an API?
No public API is recorded for SureCam.
What industry is SureCam in?
SureCam's product category is Video Telematics. Its primary akta.pro industry code is TLAEANAA, Video Telematics & AI Dashcams, with a secondary code of TLAEANAB, Driver Behavior Scoring & Coaching Platforms.