Traced

What Traced does

Traced Ltd (trading as Trustd Mobile) is a UK-based, privately-held mobile security company founded in approximately 2018 and operationally headquartered in Oxford. The company sells AI-powered mobile threat defence (MTD) software that protects employee smartphones and tablets from malware, phishing, WiFi-based attacks (evil twin and MitM), and unauthorised access to cameras, microphones, and messages. Its dual-tier product portfolio consists of a free consumer app (Trustd Mobile Security, distributed via Google Play and the Apple App Store) and an enterprise platform (Trustd MTD) combining an administrative console with on-device Trustd apps, priced at £9-15 per device per year with optional Trustd Plus premium consumer subscriptions. Underlying the products is a proprietary deep learning engine dedicated to mobile threats, using natural language processing for phishing URL detection and on-device analysis of app permissions, network data, and device configuration to identify malicious or anomalous behaviour; the model is trained on signals from more than 400,000 protected consumer devices and 180,000+ installations.

The business model is subscription-based for the enterprise product (per-device annual licences plus enterprise multi-device deals) and freemium for the consumer app, with the consumer base functioning primarily as a threat-intelligence and brand-building funnel rather than a meaningful revenue line. Traced's go-to-market combines a direct enterprise sales motion, a partner program launched in May 2021, and a growing channel: the company joined the Microsoft Intelligent Security Association in June 2022 with Intune and Entra ID integrations, and has signed UK resellers (Bytes Software Services, Spear Shield), an Irish distributor (Renaissance), and an MSP (METCLOUD). It also holds a slot in UK government-backed Cyber Runway and NCSC for Startups accelerator programmes, providing credibility, expertise, and access to UK cybersecurity buyers.

Customer focus is small and medium businesses with limited security budgets alongside regulated mid-market segments — financial services, legal, healthcare/domiciliary care, and corporate governance — where Cyber Essentials compliance, BYOD/COPE enablement, and employee-privacy-respecting security are purchase drivers. The company is led by co-founder and CEO Benedict Jones and co-founder/CTO Matt Boddy. Total disclosed external equity is approximately £700,000 across two seed rounds in 2020 and 2021, with an additional non-dilutive Innovate UK Smart Grant awarded in January 2024; an investor-stated FY23 sales target of £1 million was forward-looking and remains unverified by disclosed actuals.

Name

Traced

Legal name

Traced Ltd

Website

https://traced.app

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Traced (Trustd Mobile) sells an AI-powered Mobile Threat Defence platform that protects business and consumer smartphones from malware, phishing, and Wi-Fi attacks.

Ownership category

akta.pro rank

Product category

Mobile Threat Defence Software

NAICS

Security Systems Services (except Locksmiths) (561621)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Mobile Application Security (App Shielding, Anti-Tamper) (HDADACAL)

Keywords

• Mobile threat defence
• AI mobile security
• Phishing protection software
• BYOD device security
• Mobile cybersecurity platform

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Consumer Freemium App: Trustd Mobile Security app offered free to consumers to build user base and collect threat intelligence data. Generates no direct revenue but builds AI training dataset and brand awareness.
2. Trustd Plus Premium Subscription: Premium in-app subscription for individual consumers unlocking additional features such as Safe Browsing protection. Monthly or annual auto-renewing subscription.
3. Trustd MTD Device Subscriptions: Business customers purchase device subscriptions for Mobile Threat Defence management. Priced at £9-15 per device per year. Subscription includes administrative console and employee app access.
4. Enterprise Licensing: Organizations can purchase enterprise licences for multiple users/devices. Annual or multi-year subscription terms available.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels10 records

Core offering

Traced develops and sells the Trustd Mobile Security consumer app (free) and the Trustd MTD enterprise Mobile Threat Defence platform (paid, per-device subscription), both powered by an AI engine that uses deep learning and natural language processing to detect mobile malware, phishing URLs, malicious WiFi hotspots, and unauthorized camera/microphone/screen access on iOS and Android devices. The enterprise platform combines on-device protection with a privacy-respecting administrative console that supports MDM zero-touch deployment and integration with Microsoft Intune and Microsoft Entra ID.

Product overview

Traced offers a dual-tier mobile security product portfolio consisting of a free consumer app (Trustd Mobile Security) and a paid enterprise platform (Trustd MTD). The consumer app provides individual device protection against malware, phishing, and WiFi threats with optional Trustd Plus premium subscription for Safe Browsing. The enterprise Trustd MTD platform combines a web-based administrative console for compliance reporting with on-device Trustd app protection, enabling businesses to protect employee devices without invading privacy. The platform integrates with Microsoft Intune and Entra ID, supports zero-touch deployment, and is priced significantly below competitors at £9-15 per device annually.

Differentiator

Problem solved

Functional benefit

Brands

• Trustd MTD: Mobile Threat Defence platform — an AI-powered subscription service for businesses to protect employee mobile devices against malware, phishing, WiFi threats, and privacy breaches, while maintaining employee privacy.
• Trustd Mobile Security
• Trustd Plus

Products and services

• Trustd Mobile Security (Consumer App) Free consumer mobile security app for iOS and Android that protects devices from malware, phishing, rogue WiFi, unauthorized screen/camera/microphone access, permissions abuse, and device exploits. Distributed via Google Play and Apple App Store.
• Trustd Plus Premium in-app subscription for individual consumers providing additional features such as Safe Browsing protection against phishing URLs, available as an auto-renewing monthly or annual subscription inside the Trustd Mobile Security app.
• Trustd MTD (Mobile Threat Defence) Enterprise Mobile Threat Defence platform that uses AI to protect employees' smartphones and tablets from data breaches and cyber attacks, combining an administrative console with privacy-focused compliance reporting and on-device threat protection via the Trustd app. Priced at £9-15 per year per device with a 14-day free trial of up to 5 devices.

Quantifiable outcome

• 1 in 20 public WiFi networks was found to be under active MitM attack
• +2 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• METCLOUDcoreChannel Partner/ Reseller/ Distributor · 31 October 2022Partnership bringing better mobile security to businesses struggling with BYOD and compliance. METCLOUD offers Trustd MTD as part of their cloud security portfolio.
• RenaissanceminorChannel Partner/ Reseller/ Distributor · 20 July 2022Irish distributor partnership to expand Traced's presence in the Republic of Ireland market.
• Bytes Software ServicescoreChannel Partner/ Reseller/ Distributor · 11 July 2022Official Trustd MTD reseller as part of Bytes Technology Group. Leading IT solution and services provider brings Traced's privacy-first MTD into portfolio of trusted vendor solutions.
• Microsoft Intelligent Security Association (MISA)coreTechnology or Integration · 22 June 2022Traced joined MISA to partner with Microsoft enabling customers to defend against cyber attacks without invading privacy. Integrates with Microsoft security ecosystem including Intune connector.
• Spear ShieldcoreChannel Partner/ Reseller/ Distributor · 21 December 2021Suffolk-based cybersecurity solutions partner offering Trustd MTD to help companies combat mobile malware, phishing, and WiFi attacks. Offers standalone or alongside existing MDM.
• NCSC for StartupscoreStrategic or Co-development Partner · 8 December 2021Selected to join NCSC accelerator program working with National Cyber Security Centre and Plexal Cyber to tackle UK cybersecurity challenges. Access to NCSC expertise and threat intelligence.
• Plexal - Cyber Runway AcceleratorcoreStrategic or Co-development Partner · 17 November 2021Traced joined Cyber Runway Grow cohort - UK's most diverse cyber founder community backed by DCMS. Six-month intensive program providing business support, funding access, and commercial success guidance.
• CyLonminorStrategic or Co-development Partner · 17 November 2021Cyber security accelerator partner within Cyber Runway program, providing expertise and network for cyber startups.
• DeloitteminorStrategic or Co-development Partner · 17 November 2021Advisory partner within Cyber Runway program providing business support and mentorship to cohort companies.
• LORCAminorStrategic or Co-development Partner · 17 November 2021Previous DCMS-funded cyber accelerator program that LORCA delivered for three years, having helped cohort companies raise over £200m in investment. Traced connected through Plexal's broader cyber ecosystem.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Zimperium: Zimperium provides on-device mobile threat defence and mobile app security (zIPS, zIAM) to enterprises and governments. It competes head-to-head with Trustd MTD in the enterprise MTD category, with a stronger presence in regulated industries.
• Lookout: Lookout is the leading standalone Mobile Threat Defence vendor, offering AI-driven mobile security for phishing, app, and network threats across consumer and enterprise. It is the closest direct competitor to Trustd MTD, with a much larger customer base and enterprise footprint.
• Sophos Mobile: Sophos Mobile offers MTD as part of its Sophos Central endpoint and network security portfolio, commonly bundled with Sophos Intercept X. It is an MTD competitor in the SMB/mid-market where Traced also plays, and is referenced in Traced's integrations list (Sophos Intelix).
• Jamf (with Wandera): Jamf acquired Wandera to add mobile threat defence to its Apple-focused MDM platform, creating an integrated MTD/MDM offering for enterprise iOS fleets. Competes with Trustd MTD in the BYOD/COPE and managed-device segments, particularly for Intune-adjacent estates.
• Malwarebytes Mobile Security: Malwarebytes offers consumer and SMB mobile security products for iOS and Android, including anti-malware, anti-phishing, and privacy features. Most directly comparable to Traced's consumer Trustd app and a competitor at the SMB tier.

Emerging players

• Pradeo: Pradeo provides mobile application security and runtime application self-protection (RASP/MAS) for enterprise mobility, focused on app shielding and anti-tamper. Closely comparable to the Mobile Application Security code that describes Traced's mobile threat detection category.

Broad incumbents

• CrowdStrike Falcon Mobile Threat Defense: CrowdStrike's Falcon platform includes mobile threat defence as part of its endpoint detection and response suite. Competes with Trustd MTD primarily in larger enterprise accounts where CrowdStrike's broader XDR story is decisive.
• Microsoft Defender for Endpoint: Microsoft bundles mobile threat defence into Defender for Endpoint, included for many Microsoft 365 E5 customers. As a MISA partner of Traced and the dominant endpoint security platform, it represents both a partner and the most significant competitive incumbent.
• Norton / Gen Digital Mobile Security: Gen Digital (Norton, Avast, AVG) ships mobile security apps with broad consumer reach and SMB offerings. Competes with Trustd at the consumer-freemium tier where Norton/Avast have substantially larger install bases and brand recognition.
• Trellix (Mobile Security): Trellix (formed from McAfee Enterprise and FireEye) offers mobile security as part of its broader XDR platform. Competes with Traced in enterprise security RFPs where buyers prefer single-vendor endpoint suites.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tracedapp
• YouTubeyoutube.com/channel/UCHJUM748TKEDrgAElpK47IQ
• LinkedInlinkedin.com/company/tracedltd

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Traced