True Pedigree Consulting

What True Pedigree Consulting does

True Pedigree Consulting is a private, Austin, Texas-based brand protection software company that uses manufacturer supply chain data to authenticate products, detect gray market diversion, and audit channel partner compliance. The company sells a portfolio of four core products: GenuScan™, a cloud-powered smartphone authentication platform that verifies product authenticity in 2-3 seconds using existing labels, RFID, NFC, serialization, or holograms without requiring manufacturing changes; Gray Hunter®, a SaaS analytics platform for real-time gray market diversion analysis and margin loss quantification; TPAudit, an AI-powered automated channel partner audit solution that uses anomaly detection to flag unauthorized entities and suspect transactions; and TrueBQuest®, a complementary brand protection and product verification service. The platform is built on SOC 2 Type II enterprise infrastructure and integrates with the AGMA One Device unified inspection platform for customs and law enforcement use.

The company serves three primary customer segments: enterprise brands across high-tech, automotive, consumer electronics, lifestyle accessories, and pharmaceuticals; channel partners and distributors requiring compliance monitoring; and customs and law enforcement agencies (notably U.S. Customs and Border Protection, which has deployed AGMA One Device with GenuScan at 12 ports of entry across 8 states, with Michigan expansion in June 2026 and planned international customs expansion in 2026). True Pedigree generates revenue through SaaS subscriptions (GenuScan, Gray Hunter, TPAudit) and professional consulting services in brand protection, investigations, enforcement, and risk management, sold via a sales-led enterprise field motion with custom multi-year contracts; pricing is not publicly disclosed. The company is partially owned by equity partners of Sideman & Bancroft LLP, with two co-founders (Jeffrey C. Hallam, Richard J. Nelson) and the CFO (Steve Katz) serving as partners at the San Francisco-based law firm — a distinctive legal-tech ownership structure that anchors the company's investigative, prosecutorial, and enforcement expertise.

Name

True Pedigree Consulting

Legal name

True Pedigree, LLC and True Pedigree Consulting LLC

Website

https://truepedigree.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

True Pedigree Consulting is a private Austin-based brand protection software company offering smartphone-based product authentication (GenuScan), gray market analytics (Gray Hunter), and AI-powered partner audit (TPAudit) tools for enterprise brands, government agencies, and customs authorities globally.

Ownership category

akta.pro rank

Product category

Brand Protection Software

akta.pro primary industry

Anti-Counterfeit & Authentication Packaging (Holograms, QR/NFC, Track-and-Trace) (IMALANAJ)

akta.pro secondary industry

Verification & Risk Signals (Device Fingerprinting, Behavioral Biometrics) (HDADALAJ)

Keywords

• Brand protection software
• Anti-counterfeiting solutions
• Gray market analysis
• Product authentication platform
• Supply chain compliance

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software/SaaS Subscriptions: SaaS-based software solutions (TPAudit described explicitly as SaaS). Products GenuScan, Gray Hunter, and TPAudit operate on subscription model with cloud-based access.
2. Professional Consulting Services: Brand protection consulting services including detection and prevention, investigation and enforcement, mitigation and risk management, and tailored solutions. Services include program development, investigations, anti-counterfeiting, gray market analysis, and warranty fraud prevention.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

True Pedigree provides cloud-based, data-driven brand protection software platforms (GenuScan, Gray Hunter, TPAudit) that enable real-time product authentication, gray market diversion analysis, and automated channel partner audits. The solutions leverage existing manufacturer supply chain data to detect counterfeits and gray market activity without requiring packaging or manufacturing modifications. The company also offers professional consulting services in brand protection, investigations, anti-counterfeiting, and enforcement.

Product overview

True Pedigree offers a unified portfolio of data-driven brand protection solutions centered around three core software products: GenuScan™ (smartphone-based real-time product authentication and track & trace), Gray Hunter® (gray market diversion analysis and margin loss quantification), and TPAudit (automated AI-powered channel partner audits). TrueBQuest® provides additional brand protection services. The products share a common data-driven approach, leveraging existing supply chain data to identify counterfeits, detect gray market diversion, and enforce channel compliance. SOC 2 enterprise infrastructure supports the entire platform.

Differentiator

Problem solved

Functional benefit

Brands

• GenuScan: Real-time smartphone-based product authentication platform powered by manufacturer data.
• Gray Hunter
• TPAudit
• TrueBQuest

Products and services

• GenuScan Real-time smartphone-based product authentication platform that enables instant verification of product authenticity using manufacturer supply chain data, providing track and trace capabilities without requiring changes to packaging or manufacturing processes. Compatible with RFID, NFC, serialization, holograms, and secure labels.
• Gray Hunter Software platform for analyzing gray market diversion and margin loss through real-time analysis of supply chain data, identifying improper activity related to products, partners, and end customers with customizable analytics dashboards for trends, patterns, and margin loss quantification.
• TPAudit Automated channel partner audit SaaS solution that analyzes sales and distribution data against partner data using AI to detect anomalies, unauthorized entities, and suspect trends, with an intelligence module for identifying diverted products and brokers.
• TrueBQuest A product verification and brand protection service operating at truebquest.com, providing complementary brand protection capabilities alongside GenuScan and Gray Hunter.

Quantifiable outcome

• Authentication time reduced to 2-3 seconds per product scan
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core, flagship and minor.

• Alliance for Gray Market and Counterfeit Abatement (AGMA)coreStrategic or Co-development Partner · 1 November 2025Partnership with AGMA to create the AGMA One Device, a unified inspection platform integrating GenuScan with other verification tools into a single smartphone solution. True Pedigree provides technological infrastructure for the platform. AGMA is a nonprofit coalition founded in 2001 dedicated to fighting counterfeiting and unauthorized distribution.
• U.S. Customs and Border Protection (CBP)flagshipStrategic or Co-development Partner · 1 November 2025Through the CBP Donations Acceptance Program, the AGMA One Device is deployed at major US ports. True Pedigree provides technological infrastructure including GenuScan authentication technology for real-time product verification without altering packaging or manufacturing processes. CBP utilizing One Device at 12 ports of entry in 8 states as of June 2026. Expansion to Michigan ports announced June 2026.
• FlexminorStrategic or Co-development PartnerFlex BPS&R (Brand Protection, Security and Resiliency) provides security services to Flex's worldwide operations including 150 factories in 40 countries. VP Peter J. Hunt serves on True Pedigree's Board of Advisors. True Pedigree co-founder Shelley Raina previously provided consulting services for Flex and its clients.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OpSec Security: OpSec provides brand protection, authentication, and anti-counterfeiting solutions spanning physical security features and digital verification — the closest scaled analog to True Pedigree's integrated authentication + track-and-trace + channel-audit stack.
• SICPA: SICPA is a global leader in authentication, traceability, and brand protection inks/security features used by governments and corporations; it competes head-on with True Pedigree in product authentication and customs-grade verification.
• Authentix: Authentix provides authentication and traceability solutions for governments and brands, including fuel marking and product authentication — directly comparable to True Pedigree's customs and brand authentication use cases.
• Systech International: Systech offers serialization, track-and-trace, and brand protection software for regulated industries and supply chains; directly comparable to True Pedigree's track-and-trace and channel authentication capabilities.

Broad incumbents

• Avery Dennison (Brand Protection): Avery Dennison offers authentication, RFID, and brand protection solutions as part of a much larger labeling and materials science portfolio; broadly comparable technology stack (RFID/NFC/serialization) to True Pedigree's underlying authentication layers.
• Checkpoint Systems (CCL Industries): Checkpoint Systems delivers RFID-based retail loss prevention and brand protection at enterprise scale; comparable in the underlying authentication hardware/labeling tech that GenuScan integrates with rather than competes against directly.

Emerging players

• Digimarc: Digimarc provides digital watermarking and product authentication technology that competes for the same smartphone-based, label-agnostic verification use cases that GenuScan targets.
• AlpVision: AlpVision offers covert digital authentication and anti-counterfeiting for packaging and documents; comparable to True Pedigree's 'no manufacturing changes' smartphone authentication approach but at a smaller scale.
• Movinture (formerly IKValidate): Movinture provides cloud-based authentication and anti-counterfeit platforms for small-to-mid brands; a smaller, adjacent emerging player in the same smartphone-based product verification category as GenuScan.

Regional players

• TraceLink: TraceLink provides supply chain serialization, traceability, and compliance SaaS for pharma and other regulated verticals; overlaps with GenuScan's track-and-trace and TPAudit's compliance/audit angle, particularly in pharma.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 True Pedigree Consulting