True Fit
True Fit is a Boston-based AI-powered fit intelligence platform serving apparel and footwear retailers with personalized size recommendations, powered by a proprietary Fashion Genome dataset of nearly 20 years of real purchase and return outcomes.
- Company typePrivate
- Founded2010
- HeadquartersBoston, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What True Fit does
True Fit Corporation, founded in 2010 and headquartered in Boston, MA, operates a fully remote AI-powered fit intelligence platform serving apparel and footwear retailers. Its core product, the Fit Intelligence Platform, delivers personalized size and fit recommendations at the point of purchase, powered by the proprietary Fashion Genome dataset—nearly 20 years of real purchase and return outcomes spanning $616B+ in transaction value, 80M+ registered shoppers, 60M+ unique products, and 91K+ brands. The company holds an estimated 63-65% market share in fit prediction technology (larger than all other fit-tech companies combined per Datanyze, 2024) and serves hundreds of global retailers including PacSun, Lands' End, ASICS, Hotter Shoes, JC Penney, The Very Group, and White Stuff.
True Fit monetizes through a B2B SaaS subscription model priced on order volume, with a self-serve Shopify App Store listing starting at $1,000 per month for SMB merchants and custom enterprise contracts for larger retailers. Distribution is multi-channel: enterprise field sales for large retailers, inside sales and Shopify self-serve for mid-market, and API/MCP integration for technology platforms and AI agents. The product surface includes a PDP JavaScript widget, a programmatic API, a native Shopify app, a Conversational Fit Agent (launched March 2026), and a Fit Intelligence Layer delivered via Model Context Protocol (MCP) for external AI agents and shopping assistants.
The company has raised approximately $55M total across equity and debt, most recently a $30M growth round led by Georgian in December 2021 alongside Jump Capital, Signal Peak Ventures, and Intel Capital, and a $15M credit facility from Espresso Capital. True Fit is privately held, led by Co-Founder and CEO Jessica Arredondo Murphy and Co-founder & CMO Romney Evans, and operates with 101-250 employees. In 2022, ARR grew 85% and consumer adoption rose 109%, though no more recent revenue disclosure is available. Strategic technology partnerships include Shopify (Plus Partner and preferred Technology Partner), Google Cloud, Loop, and Tapcart, and the company is GDPR and CCPA/CPRA compliant.
True Fit firmographics
Firmographics- Name
- True Fit
- Legal name
- True Fit Corporation
- Website
- https://truefit.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- True Fit is a Boston-based AI-powered fit intelligence platform serving apparel and footwear retailers with personalized size recommendations, powered by a proprietary Fashion Genome dataset of nearly 20 years of real purchase and return outcomes.
- Ownership category
- akta.pro rank
True Fit industry classification
Industry- Product category
- Fit Intelligence Software
- NAICS
- Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Smart Scales & Body Composition Analyzers (CRACAQAA)
- akta.pro secondary industries
- AI Benchmarking, Profiling & Performance Monitoring (HDAAAAAJ), Wearable-Integrated & Smart Performance Apparel (CRAAAEAL)
Keywords
Where True Fit is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
True Fit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- B2B SaaS Subscription - Order Volume Based: Subscription-based SaaS model where pricing is based on order volume. True Fit bills based on order volume with tiered pricing. Retailers are billed at their selected tier rate unless order volume exceeds the tier threshold. If order volume exceeds the tier, the tier is adjusted accordingly and could be adjusted mid-billing cycle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Shopify SMB Tier |
| Subscription | Monthly | Enterprise/Custom Tier |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
True Fit product offering
Product offeringCore offering
True Fit provides an AI-powered fit and sizing intelligence platform for apparel and footwear retailers and brands. The platform delivers personalized size recommendations, a conversational AI shopping agent, and an MCP-based Fit Intelligence Layer for external AI agents, all powered by the proprietary Fashion Genome dataset built on nearly 20 years of real purchase and return outcomes across 80M+ shoppers and 91K+ brands.
Product overview
True Fit operates as a unified Fit Intelligence Platform with multiple integrated products and deployment options. The core platform consists of the Fit Intelligence Platform serving as the central AI-powered fit and sizing intelligence system, powered by the proprietary Fashion Genome dataset. The platform is accessible through two primary deployment pathways: (1) the Conversational Fit Agent - an out-of-the-box AI shopping agent with native fit intelligence that addresses shopper fit questions conversationally, and (2) the Fit Intelligence Layer via MCP (Model Context Protocol) - a structured data layer enabling external platforms and AI systems to integrate fit intelligence into their own experiences. Additional deployment options include a PDP JavaScript widget for product pages, a native Shopify app for Shopify merchants, and a programmatic API for custom integrations. The system serves apparel and footwear retailers, DTC brands, enterprise retailers, marketplaces, and AI agent platforms seeking fit and sizing intelligence.
Differentiator
Problem solved
Functional benefit
Brands
- Fashion Genome: True Fit's proprietary dataset built on real purchase and return outcomes, powering fit recommendations across apparel and footwear. Described as the world's largest structured fit dataset, covering over 80M+ active users, 60M+ products, and $616B in transaction value analyzed.
- Fit Intelligence Layer
- Conversational Fit Agent
- Fashion Genome
Products and services
- Fit Intelligence Platform Central AI-powered fit and sizing intelligence platform for apparel and footwear ecommerce, providing personalized size and fit recommendations based on real purchase and return outcomes from the proprietary Fashion Genome dataset. Serves apparel and footwear retailers, DTC brands, enterprise retailers, marketplaces, and technology platforms.
- Conversational Fit Agent (Agentic Commerce Fit Agent) An out-of-the-box AI-powered shopping agent with native fit intelligence that addresses over 70% of shopper fit and sizing questions through conversational dialogue. Draws from the Fashion Genome dataset to provide personalized fit and sizing recommendations in real time, guiding shoppers to sizes and styles they are more likely to keep.
- Fit Intelligence Layer (MCP) A structured data layer for AI agents, agentic commerce stacks, and developer platforms, available via Model Context Protocol (MCP). Enables external platforms and AI systems to integrate fit and sizing intelligence with governed access.
- True Fit for Shopify Native Shopify app available in the Shopify App Store, purpose-built for Shopify merchants. Enables fit guidance across the product catalog (men's, women's, kids, footwear, intimates, swimwear) without custom development. Implementation available in under 5 minutes with pricing starting at $1,000 per month.
Quantifiable outcome
- Up to 40% reduction in fit-related returns when guidance is followed
- +7 more outcomes
Companies that use True Fit
Customer profileNamed customers15 records
Segments6 records
Ideal customer profiles4 records
True Fit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability6 records
Feature5 records
True Fit partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Google CloudcoreTrue Fit's collaboration with Google Cloud is unlocking retailer growth by leveraging Google Cloud's infrastructure capabilities. This collaboration helps True Fit scale its fit intelligence platform for global retailers.
- ShopifycoreShopify is True Fit's leading technology partner. True Fit is a Shopify Plus Partner, preferred Shopify Technology Partner, and has a native app in the Shopify App Store. The integration allows retailers to implement fit guidance across their product catalog without custom development.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
True Fit competitors and assessment
Company assessmentDirect peers
- Bold Metrics: Bold Metrics provides AI-driven size and fit predictions for apparel and footwear retailers, competing directly with True Fit's core recommendation engine. Both target enterprise and DTC brands with body-data-driven sizing recommendations.
- Fit Analytics (Snap Inc.): Fit Analytics was a direct True Fit competitor in size recommendation before being acquired by Snap Inc.; it remains the closest direct comparable in product, customer base (apparel/footwear retailers), and methodology.
- Sizebay: Sizebay delivers size and fit recommendations for online apparel and footwear retailers using shopper data, directly overlapping with True Fit's core offering. Both target fashion e-commerce with SaaS deployment models.
- MySize (AISLE3): MySize (now extending under AISLE3) provides smartphone-based measurement and size recommendation technology for fashion retail. Comparable to True Fit in deploying fit intelligence to apparel/footwear e-commerce.
Emerging players
- 3DLOOK: 3DLOOK uses mobile body scanning to generate shopper measurements and fit predictions for apparel brands. Overlaps with True Fit on the fit recommendation use case but takes a scan-based input approach rather than behavioral outcome data.
- Lily AI: Lily AI applies AI to product attribution, search, and recommendation for fashion and beauty retailers. It overlaps with True Fit at the merchandising-and-discovery layer of retail e-commerce, though it does not focus on size/fit specifically.
- Syte: Syte provides visual AI for fashion e-commerce, including product discovery and recommendation tools for apparel retailers. Comparable to True Fit as a retail AI vendor serving the same enterprise fashion buyer, though focused on visual rather than fit intelligence.
Broad incumbents
- Vue.ai: Vue.ai is a broader retail AI platform offering merchandising, personalization, and styling tools for fashion retailers. Its product catalog and tagging intelligence overlap with parts of True Fit's fit recommendation use case for retail buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
True Fit social profiles
Digital presenceTrue Fit compliance and trust
Trust signalCompliance3 records
True Fit financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Fit leadership team
Management profileNumber of profiles
Profiles10 records
True Fit funding detail
Funding detailFunding overview
Funding rounds9 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Fit 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 True Fit
What does True Fit do?
True Fit provides an AI-powered fit and sizing intelligence platform for apparel and footwear retailers and brands. The platform delivers personalized size recommendations, a conversational AI shopping agent, and an MCP-based Fit Intelligence Layer for external AI agents, all powered by the proprietary Fashion Genome dataset built on nearly 20 years of real purchase and return outcomes across 80M+ shoppers and 91K+ brands.
Is True Fit a public or private company?
True Fit is a private company. It is classified as venture growth investor backed and is currently operating.
When was True Fit founded?
True Fit was founded in 2010. It employs 101 to 250 people.
Where is True Fit based?
True Fit is headquartered in Boston, United States, in the North America region.
How does True Fit make money?
One revenue line is on record: B2B SaaS Subscription - Order Volume Based.
Who are True Fit's main competitors?
Direct peers on record are Bold Metrics, Fit Analytics (Snap Inc.), Sizebay and MySize (AISLE3). Emerging players are 3DLOOK, Lily AI and Syte. Vue.ai is listed as a broad incumbent.
Does True Fit have an API?
Yes. True Fit provides programmatic access to fit recommendations and shopper fit context via multiple integration options: (1) PDP widget - JavaScript widget deployed on product detail pages for low development overhead; (2) API - Programmatic access enabling integration with chatbots, email platforms, customer service tools, and external systems; (3) MCP (Model Context Protocol) - Provides Fit Intelligence Layer as a structured data layer for AI agents, agentic commerce stacks, and developer platforms. MCP enables external platforms, AI systems, and developers to access fit and sizing intelligence through standardized, governed access. Developer documentation is at techdocs.truefitcorp.com.
What industry is True Fit in?
True Fit's product category is Fit Intelligence Software. Its primary akta.pro industry code is CRACAQAA, Smart Scales & Body Composition Analyzers, with a secondary code of HDAAAAAJ, AI Benchmarking, Profiling & Performance Monitoring. Its NAICS code is 45821 and its SIC code is 5600.