Traces
- Company typePrivate
- Founded2013
- HeadquartersPalo Alto, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
Traces firmographics
Firmographics- Name
- Traces
- Legal name
- Traces Inc.
- Website
- https://traces.ai
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Traces industry classification
Industry- Product category
- AI Video Analytics Software
- NAICS
- Security Guards and Patrol Services (561612), Investigation and Security Services (5616)
- SIC
- Services-Detective, Guard & Armored Car Services (7381)
- akta.pro primary industry
- AI/Analytics Video Surveillance (Detection, LPR, People Counting) (HSAHACAF)
- akta.pro secondary industries
- Cloud Video Surveillance (VSaaS) Setup & Management (HSAHACAE), Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)
Keywords
Where Traces is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Traces business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- AI Video Analytics Subscription (Cloud): Cloud-based subscription model for AI video analytics services including false alarm filtering, forensic search, and video understanding. Pricing scales with number of cameras connected. Volume discounts available from 1000 cameras. Multi-tier SLA with sub-second latency for false alarm filtering.
- On-Premises / Hybrid Deployment: On-premises standalone deployment and hybrid edge-cloud deployment options for organizations with specific data residency, latency, or regulatory requirements. Includes Edge AI appliances for distributed computation and lowest latency.
- API Access & Integration: API-based access for developers and enterprise customers to embed Traces AI computer vision capabilities into their own products. Sub-second latency API with robust suite of advanced algorithms. Enables custom application development and value-added services.
- Custom AI Solutions: Custom-built AI solutions tailored to specific business challenges. Offerings include Cloud AI, Data Annotation, Edge AI, IaaS, and Other custom development services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Entry plan (minimum 8 cameras) |
| Subscription | Annual | Enterprise plan (1000+ cameras) |
| Freemium | Pay-as-you-go | Free Pilot / No-commitment trial |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels7 records
Traces product offering
Product offeringCore offering
Traces provides a cloud-based AI video analytics platform that integrates with existing IP CCTV cameras to reduce false alarms by up to 95%, perform forensic people search across multiple cameras with up to 98% accuracy, and enable natural-language video queries via generative AI. The platform is delivered via API, SMTP, VMS/NVR, and supports cloud, on-premise, hybrid, and air-gapped deployments for security companies, retailers, real estate, transport, and government customers.
Product overview
Traces offers a unified AI video analytics platform with three core products: False Alarm Filtering (FAF), Forensic Search, and Video Understanding. These products share a common computer vision and generative AI foundation and are delivered via cloud, on-premises, or hybrid deployment options. Additional modules include Unique People Counting (integrated with Forensic Search), Custom AI Solutions (for bespoke development), and Tracekeep (contact tracing). All products integrate via a unified API and support SMTP and VMS/NVR connections.
Differentiator
Problem solved
Functional benefit
Products and services
- False Alarm Filtering (FAF) Cloud-based AI solution that filters out non-threat motion triggers (animals, insects, weather, foliage) from CCTV alarm streams, reducing false alarms by up to 95% with sub-second latency. Available via API or SMTP integration and aimed at security companies, SOCs, and any operator with high camera counts.
- Forensic Search
Quantifiable outcome
- False alarm reduction of up to 95%
- +7 more outcomes
Companies that use Traces
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Traces technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability10 records
Feature14 records
Traces partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- Takenaka CorporationflagshipTakenaka Corporation, one of Japan's leading construction companies, joined forces with Traces Inc. in December 2020 to develop next-generation AI solutions for digital transformation in real estate and property management. The collaboration combines cameras, sensors, and AI cloud technologies to improve security, building operations, and commercial efficiency for urban development projects in Japan.
- Tokyo Tatemono Co.flagshipTokyo Tatemono Co., a major Japanese real estate developer, partnered with Traces Inc. to develop smart building solutions leveraging Traces Cloud platform and Tokyo Tatemono's urban creation expertise. The goal is to create cities where people can live in safety and security through AI-powered video analytics integrated into property development projects.
- Nomura Real Estate HoldingsflagshipNomura Real Estate Holdings partnered with Traces Inc. in December 2020 to develop AI solutions for property management. The collaboration aims to improve security, optimize building operations, and enhance tenant/resident experiences in commercial, hospitality, and residential buildings across Japan.
- Amazon Web Services (AWS)coreTraces uses AWS as one of its primary cloud infrastructure providers. AWS data centers are SOC 1, SOC 2, and SOC 3 certified. AWS GovCloud deployment option is available for government agencies requiring specialized compliance features.
- Google Cloud Platform (GCP)coreTraces uses Google Cloud Platform as a secondary cloud infrastructure provider, following a multi-cloud deployment strategy distributing critical infrastructure between providers. GCP data centers are SOC 1, SOC 2, and SOC 3 certified.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Traces competitors and assessment
Company assessmentDirect peers
- Ambient.ai: AI-powered video surveillance analytics platform focused on threat detection and false alarm reduction for enterprise security teams. Closely comparable in target buyer (security operations centers, enterprise physical security) and core capability (AI over existing CCTV).
- BriefCam: Video analytics platform for rapid video review, people tracking, and real-time alerts across surveillance footage. Directly comparable product overlap with Traces' forensic search and people counting capabilities.
- Eagle Eye Networks: Cloud-based video surveillance and AI analytics platform with 100% cloud management and open API/VMS integrations. Competes in the same cloud video surveillance + AI category and serves similar multi-site enterprise customers.
- Rhombus Systems: Cloud-managed physical security platform combining cameras and AI analytics for enterprise and K-12/retail. Comparable cloud-first, AI-on-CCTV positioning and target customers in security and operations.
- IronYun: AI video analytics platform for security, safety, and business intelligence on existing camera infrastructure. Comparable in offering AI analytics that integrate with any IP camera, with similar security operations and retail use cases.
Broad incumbents
- Verkada: Major cloud-managed physical security platform combining its own hardware cameras with built-in AI analytics. A much larger incumbent that overlaps in cloud video + AI analytics but also sells its own camera hardware.
- Genetec: Enterprise video management and physical security software platform with analytics and integrations across camera brands. A large incumbent competitor in unified video surveillance and analytics.
- Avigilon (Motorola Solutions): Enterprise video surveillance hardware and AI analytics owned by Motorola Solutions. Overlaps with Traces' core video analytics and security use cases but is bundled with proprietary cameras.
- Cisco Meraki (MV): Cloud-managed smart cameras with built-in analytics from Cisco's Meraki line. Competes in cloud-managed video surveillance + AI for distributed enterprise sites, but is part of a much broader Cisco portfolio.
Emerging players
- Density: People counting and occupancy analytics platform using sensors and computer vision for buildings and workplaces. Partially comparable to Traces' unique people counting and occupancy analytics capabilities for commercial real estate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Traces social profiles
Digital presenceTraces compliance and trust
Trust signalCompliance5 records
Traces financial estimates
Financial estimateRevenue estimate
Valuation estimate
Traces leadership team
Management profileNumber of profiles
Profiles2 records
Traces funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Traces 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 Traces
What does Traces do?
Traces provides a cloud-based AI video analytics platform that integrates with existing IP CCTV cameras to reduce false alarms by up to 95%, perform forensic people search across multiple cameras with up to 98% accuracy, and enable natural-language video queries via generative AI. The platform is delivered via API, SMTP, VMS/NVR, and supports cloud, on-premise, hybrid, and air-gapped deployments for security companies, retailers, real estate, transport, and government customers.
Is Traces a public or private company?
Traces is a private company. It is classified as venture growth investor backed and is currently operating.
When was Traces founded?
Traces was founded in 2013. It employs 1 to 10 people.
Where is Traces based?
Traces is headquartered in Palo Alto, United States, in the North America region.
How does Traces make money?
Four revenue lines are on record. AI Video Analytics Subscription (Cloud) is the primary driver. The others are on-Premises / Hybrid Deployment, API Access & Integration and custom AI Solutions.
Who are Traces's main competitors?
Direct peers on record are Ambient.ai, BriefCam, Eagle Eye Networks, Rhombus Systems and IronYun. Broad incumbents are Verkada, Genetec, Avigilon (Motorola Solutions) and Cisco Meraki (MV). Density is listed as an emerging player.
Does Traces have an API?
Yes. Traces API provides unprecedented flexibility for transforming existing infrastructure and embedding AI technology into products. Supports video and frame-based alarm filtering with sub-second latency. Available via https://k10.traces.cloud/api/v1/filter-alarm endpoint. Works with video formats (AVI, MKV, MP4) and image formats (PNG, JPEG). False Alarm Filtering API v1.1.3 includes vehicle type and color detection capabilities (147 distinct colors, 4 vehicle classes). Developer documentation is at docs.traces.cloud.
What industry is Traces in?
Traces's product category is AI Video Analytics Software. Its primary akta.pro industry code is HSAHACAF, AI/Analytics Video Surveillance (Detection, LPR, People Counting), with a secondary code of HSAHACAE, Cloud Video Surveillance (VSaaS) Setup & Management. Its NAICS code is 561612 and its SIC code is 7381.