Usetrace
Usetrace (Foosan Oy) is a Helsinki-based cloud platform offering codeless end-to-end UI test automation built on Selenium, serving SaaS, healthcare, fintech, insurance, eCommerce, and government customers through self-serve trials, monthly subscriptions, and a managed 'Test Automation as a Service' offering; it has operated as a Tarmac subsidiary since January 2020.
- Company typePrivate
- Founded2013
- HeadquartersHelsinki, Finland
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Usetrace does
Usetrace (legal entity: Foosan Oy in Finland; US affiliate: Usetrace LLC in Key West, FL) is a cloud-based, codeless end-to-end UI test automation platform built on top of Selenium. Tests called 'traces' are recorded by interacting with the application under test in a real browser and executed in parallel on Usetrace's cloud infrastructure, which spins up fresh browsers in under a second inside lightweight secure sandboxes. Core product modules include the Usetrace Editor (visual codeless authoring), reusable parameterizable Traces, an Organization-level Dashboard UI for cross-project analytics, and the Organizations workspace layer with role-based permissions. The platform packages six solutions — End-to-End, Functional, Mobile, Non-Deterministic (AI), Performance, and Smoke testing — all built on the same trace/editor/CI infrastructure, and supports integration with all major CI/CD systems (Jenkins, CircleCI, GitHub Actions, GitLab CI/CD, AWS CodePipeline, Azure Pipelines, Bitbucket Pipelines, Bamboo, Codeship, Visual Studio Online) via its open-source Universal Integration CLI.
The company serves software development and QA teams in SaaS, healthcare, fintech, insurance, eCommerce, and government, with named customers including LeadDesk (€220K/year savings cited at Sanoma Pro, 70% coverage at QFloors, 15–20 developers at W3) plus testimonial logos DataFlow Systems, AutomateNow, and DevTech. Pricing is quote-based (specific plan tiers not publicly disclosed); revenue comes from monthly recurring Organization Plan subscriptions billed via Braintree, free-trial conversion to paid, and a 'Test Automation as a Service' managed offering that embeds Usetrace engineers inside customer teams. Marketing is primarily content-led (technical blog, SEO, public documentation on docs.usetrace.com, organic social, demo videos) with self-serve PLG trial sign-up at team.usetrace.com and an inside-sales motion for mid-market and enterprise.
Usetrace was founded in 2013 in Helsinki, joined 500 Startups' 18th batch in San Francisco in 2018 (with a separate $125K investment from 500 Global recorded in 2016), and had its assets acquired by Minneapolis-based software consultancy Tarmac on January 26, 2020; it now operates as a Tarmac subsidiary while maintaining its own brand, product, and US/Finnish dual-entity structure. The company completed a SOC 2 Type II examination in 2024 and discloses GDPR compliance with data-subject deletion and portability rights, anchoring enterprise readiness for regulated buyers.
Usetrace firmographics
Firmographics- Name
- Usetrace
- Legal name
- Foosan Oy (operating as Usetrace)
- Website
- https://usetrace.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Usetrace (Foosan Oy) is a Helsinki-based cloud platform offering codeless end-to-end UI test automation built on Selenium, serving SaaS, healthcare, fintech, insurance, eCommerce, and government customers through self-serve trials, monthly subscriptions, and a managed 'Test Automation as a Service' offering; it has operated as a Tarmac subsidiary since January 2020.
- Ownership category
- akta.pro rank
Usetrace industry classification
Industry- Product category
- Software Test Automation
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- API Observability, Testing & Monitoring (BPAMAOAG)
Keywords
Where Usetrace is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices2 records
Markets served
Usetrace business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Organization Plan subscriptions (monthly recurring): Users select an Organization Plan with monthly recurring payments tied to plan capabilities. Billing is done once per selected plan price until the user cancels; handled by payment processor Braintree. Upgrading creates a new organization linked to new plan capabilities.
- Free trial acquisition funnel: Prospective users start with a free trial of an Organization Plan license; conversion from trial to a paid monthly subscription is the primary land motion.
- Per-good purchases (one-time): Terms of Service include a 'Terms and Conditions of Sale' for goods purchased through the site, with a stated 'No refunds' policy and overdue late charges.
- Test Automation as a Service (managed services): Enterprise offering where Usetrace handles infrastructure, tooling, maintenance, custom test development, and CI/CD integration — effectively a managed service layer on top of the SaaS subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Organization Plan — monthly recurring subscription per selected plan capability set |
| Freemium | Monthly | Free trial of the Organization Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Usetrace product offering
Product offeringCore offering
Usetrace provides a cloud-based, codeless end-to-end UI test automation platform built on top of Selenium, enabling teams to record, author, run, schedule, and report automated browser tests in a visual editor with self-healing selectors and parallel execution. The platform is sold via monthly recurring Organization Plan subscriptions and augmented by a managed "Test Automation as a Service" offering in which Usetrace engineers build and maintain custom test suites and CI/CD wiring inside the customer's team.
Product overview
Usetrace is a single cloud product composed of the Usetrace Editor, Usetrace Traces, the Dashboard UI, and the Organizations workspace layer, augmented by a managed Test Automation as a Service (Custom Test Development) offering. The core platform powers six packaged solutions — End-to-End Testing, Functional Testing, Mobile App Testing, Non-Deterministic (AI) Testing, Performance Testing and Smoke Testing — which all reuse the same trace, editor and CI/CD infrastructure rather than being separate products.
Differentiator
Problem solved
Functional benefit
Products and services
- Usetrace cloud test automation platform Cloud-based, codeless end-to-end UI test automation platform built on Selenium that lets teams create, run, schedule, and report automated browser tests in a visual editor with parallel execution and CI/CD hooks.
- End-to-End Testing solution Packaged solution for verifying complete user workflows from start to finish as automated traces; targets teams that need full user-journey coverage across web applications.
- Functional Testing solution Packaged solution that validates the application functions as expected through automated assertions in traces; targets teams needing to verify business logic across the UI.
- Mobile App Testing solution Packaged solution for testing across iOS, Android and different screen sizes via Usetrace's browser-based trace runner.
- Non-Deterministic (AI) Testing solution Packaged solution for tackling hard-to-reproduce issues and race conditions, powered by self-healing tests, auto-generated selectors, and Usetrace's anti-brittle element-path technology.
- Performance Testing solution Packaged solution for ensuring the application can handle the expected load, supported by parallel trace execution and performance metrics.
- Smoke Testing solution Packaged solution for quick validation of critical functionality after each build via pre-merge trace runs.
- Custom Test Development (Test Automation as a Service) Managed service in which Usetrace engineers deliver and maintain high-impact, maintainable test suites (including Playwright and Cypress support, custom assertions, and data-driven testing), plus infrastructure, tooling, CI/CD integration, and ongoing maintenance.
Companies that use Usetrace
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
Usetrace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability6 records
Feature9 records
Usetrace partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major, flagship and minor.
- BraintreecoreBraintree is Usetrace's payment processor for premium subscription billing; the Privacy Policy notes Usetrace stores only the last 4 digits of credit cards and routes full payment data through Braintree.
- IntercomcoreIntercom powers Usetrace's customer support chat (including account-deletion requests) and hosts the public Help Center at docs.usetrace.com. The 'We run on Intercom' badge is displayed in the Help Center footer.
- SymbiomajorSymbio is a software consulting firm that advises on automated testing tools and delivered Usetrace implementation services for Sanoma Pro — automating 58 use cases in six weeks. Symbio's automation specialists are quoted in the case study as Usetrace advocates.
- Sanoma ProflagshipSanoma Pro, the Finnish digital learning leader, deployed Usetrace (with Symbio) to shrink release cycles and save €220,000/year; serves as flagship reference customer.
- JenkinscoreDedicated CI integration with Jenkins is documented in the Usetrace Help Center (Continuous integration with Jenkins), enabling automated trace runs after each build.
- GitHub ActionscoreContinuous integration with GitHub Actions is a documented Usetrace CI integration, allowing developers to run Usetrace traces from their GitHub workflows.
- GitLabcoreGitLab CI/CD integration via the Usetrace-hosted 'gitlab-jobs' template repository (run-trace-job.yml, run-project-job.yml) enables triggering traces or projects from any GitLab pipeline.
- AWS CodePipelinecoreAWS CodePipeline integration is documented in the Help Center; the buildspec.yml pulls Usetrace's universal-integration to invoke traces during the build stage.
- Azure PipelinescoreAzure Pipelines integration is fully documented; teams can trigger a single trace or an entire project from azure-pipelines.yml using the Usetrace universal-integration.
- BitbucketcoreBitbucket Integration Pipe (docker://public.ecr.aws/usetrace/bitbucket-integration) is published in a public ECR registry and documented in the Help Center, enabling trace/project runs directly from bitbucket-pipelines.yml.
- SlackcoreSlack is featured on the 'Integrating with Third-Party Services' page and in the original Selenium-IDE blog as a reporting integration for instant Usetrace test notifications.
- JiracoreJira (Atlassian) integration is documented for transforming test failures into Jira tickets, with a dedicated help-center article referenced in early Usetrace blog posts.
- SeleniumflagshipUsetrace is built on top of Selenium and inherits its underlying browser automation; the relationship is technical (Usetrace harnesses Selenium's power via its own cloud UI), documented across many blog posts and the Selenium-tagged archive.
- D2L (Brightspace)minorD2L's Brightspace learning platform is the underlying platform that Sanoma Pro extends with Usetrace; the case study describes how monthly D2L releases drove Sanoma Pro's adoption of Usetrace for testing.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Usetrace competitors and assessment
Company assessmentDirect peers
- Mabl: Cloud-native, AI-powered codeless test automation platform for web applications. Closely comparable to Usetrace on positioning (codeless, cloud, self-healing tests) and on target buyer (QA engineers and developers at SaaS companies).
- Playwright: Microsoft-backed open-source E2E testing framework supporting Chromium, Firefox, and WebKit. Competes with Usetrace on the same web-application E2E testing use cases and has become the default modern alternative to Selenium.
- Cypress: Open-source end-to-end testing framework for web applications with a developer-friendly test runner and dashboard service. Directly competes with Usetrace for the same E2E web testing buyer persona, and its rapid adoption has crowded the codeless/developer-assist niche.
- Testim: AI-based codeless test automation platform with self-healing locators and CI/CD integrations. Targets the same SaaS QA persona as Usetrace and competes head-to-head on self-healing/anti-brittle technology claims.
- Katalon: Test automation platform offering codeless and scripted web, API, mobile, and desktop testing built on Selenium/Appium. Competes with Usetrace across the same web E2E testing use cases with broader modality coverage.
- Functionize: AI-powered codeless test automation platform with self-healing tests targeting enterprise web applications. Directly comparable to Usetrace on positioning, AI capability, and target customer.
Broad incumbents
- Selenium: Foundational open-source browser automation framework that Usetrace is built on. Not a direct commercial competitor, but its free availability and ecosystem set the price floor that Usetrace's paid SaaS must justify.
- BrowserStack: Large cloud testing infrastructure platform offering cross-browser testing, automated testing, and visual review. Overlaps with Usetrace on cross-browser web testing and competes for the same enterprise QA budget.
- Sauce Labs: Enterprise cloud testing platform for web and mobile with CI/CD integrations. Overlaps with Usetrace on web application testing at scale and competes for the same regulated-buyer segment.
Emerging players
- Applitools: Visual AI testing platform that complements functional E2E testing with visual regression and cross-browser visual checks. Adjacent rather than directly competitive, but increasingly bundled into E2E platforms competing with Usetrace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Usetrace social profiles
Digital presenceUsetrace compliance and trust
Trust signalCompliance2 records
Usetrace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Usetrace leadership team
Management profileNumber of profiles
Profiles2 records
Usetrace funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Usetrace 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 Usetrace
What does Usetrace do?
Usetrace provides a cloud-based, codeless end-to-end UI test automation platform built on top of Selenium, enabling teams to record, author, run, schedule, and report automated browser tests in a visual editor with self-healing selectors and parallel execution. The platform is sold via monthly recurring Organization Plan subscriptions and augmented by a managed "Test Automation as a Service" offering in which Usetrace engineers build and maintain custom test suites and CI/CD wiring inside the customer's team.
Is Usetrace a public or private company?
Usetrace is a private company. It is classified as corporate owned and is currently acquired.
When was Usetrace founded?
Usetrace was founded in 2013. It employs 1 to 10 people.
Where is Usetrace based?
Usetrace is headquartered in Helsinki, Finland, in the Europe region.
How does Usetrace make money?
Four revenue lines are on record. Organization Plan subscriptions (monthly recurring) is the primary driver. The others are free trial acquisition funnel, per-good purchases (one-time) and test Automation as a Service (managed services).
Who are Usetrace's main competitors?
Direct peers on record are Mabl, Playwright, Cypress, Testim, Katalon and Functionize. Broad incumbents are Selenium, BrowserStack and Sauce Labs. Applitools is listed as an emerging player.
Does Usetrace have an API?
Yes. Usetrace exposes a developer-facing API and webhook system for integrating test execution with external systems. The Usetrace Universal Integration (Node.js CLI, distributed via GitHub at github.com/Usetrace/universal-integration) can trigger individual traces (--traceId) or entire projects (--projectId) and accepts parameters for browsers, base URL, JSON parameters, build timeout, fail-on-failed-traces, and reporter webhooks. Webhooks support signed callbacks (HMAC), basic auth, and trigger conditions (always / fails / changes). The API is documented in the "API and Continuous Integration (CI)" help-center collection at docs.usetrace.com. Developer documentation is at docs.usetrace.com/en/articles/1278611-api-documentation.
What industry is Usetrace in?
Usetrace's product category is Software Test Automation. Its primary akta.pro industry code is BPAMAOAG, API Observability, Testing & Monitoring. Its NAICS code is 541511 and its SIC code is 7372.