Goldfish

What Goldfish does

Goldfish Inc. is a US-based SaaS company founded in 2022 that provides regulatory compliance and traceability infrastructure for the seafood supply chain. Its core offering addresses US and international seafood trade regulations (SIMP, FSMA 204, UFLPA, MMPA, RFMO requirements) by automating due-diligence screening for vessel identity, illegal fishing (IUU), forced labor (WRO/SDN), species/gear compliance, and certification status. The platform is built on a harmonized proprietary dataset of 380,000+ fishing and transshipment vessels aggregated from 70+ authoritative public registries (RFMOs and national vessel lists from the EU, UK, Norway, Taiwan, Panama, the US, the Faroe Islands, and Costa Rica), supplemented by 14,000+ fisheries, 938,085 species records (via ITIS integration), MSC certification data, and Outlaw Ocean risk profiles. The technology stack exposes this data through a GraphQL API and a web-based platform with real-time dashboards, customizable Smart Forms with in-line risk screening, and continuous monitoring — with EPCIS-compatible exports for FDA FSMA 204 and GS1/GDST interoperability.

The product is delivered through a dual-track architecture: the Goldfish Platform (tiered SaaS subscriptions for Small Business, Mid-market, and Enterprise) and the Goldfish API (programmatic data services for technical buyers), alongside a free public Vessel Lookup tool that functions as a lead-generation channel. Goldfish monetizes via subscription and freemium models with quote-based, sales-assisted pricing and no publicly disclosed price points. Its go-to-market combines product-led growth (free tools, Sandbar API playground, self-serve lookup) with a dedicated enterprise sales motion, content-led demand generation via a regulatory blog, and industry event presence (Seafood Expo North America, SENA, US CBP Trade Summit). Customers span small-scale fishery NGOs (ABALOBI), seafood traceability startups (UpsTrace, Indonesia), and enterprise platforms (Chainparency), with stated segments including processors, traders, retailers, foodservice, certification bodies, government agencies, and research institutions. The company has SOC 2 Type 2 readiness and GDPR-aligned data handling, and operates as a privately held firm led by Co-founder and CEO Celeste Leroux with a 1–10 person team.

Name

Goldfish

Legal name

Goldfish Inc.

Website

https://goldfish.io

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Goldfish is a US-based SaaS company that automates seafood trade compliance by screening vessels, fisheries, species, and certifications against global registries and US import regulations (SIMP, FSMA, UFLPA) via a harmonized data platform and GraphQL API.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Goldfish Platform Subscription: SaaS platform subscription providing access to the Goldfish web interface for compliance management, Smart Forms, real-time dashboards, and supply chain due diligence workflows. Tiered plans (Small Business, Mid-market, Enterprise) are available with increasing levels of functionality, customization, and support. Revenue is recurring on an annual or multi-year contract basis with seat-based or organization-level licensing.
2. Goldfish API / Data Services: Programmatic API access (GraphQL) providing vessel, fisheries, species, blacklist, MSC certification, and Outlaw Ocean screening data. API is available via a production environment and a free open testing environment (Sandbar). Premium API access is sold as a subscription tier, with detailed documentation and developer support provided.
3. Free Vessel Lookup Tool: Free public tool providing unlimited vessel checks against Goldfish's harmonized database of 380,000+ vessels, blacklists, IUU lists, WRO data, and Outlaw Ocean risk profiles. Serves as a lead-generation and product-awareness channel driving conversion to paid platform and API services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Goldfish provides a cloud-based seafood compliance and traceability platform that harmonizes public vessel, fisheries, species, and blacklist data into a single dataset. It offers a SaaS web platform with real-time dashboards and customizable Smart Forms alongside a GraphQL API, enabling seafood companies, government agencies, and researchers to automate due diligence and compliance with regulations such as SIMP, FSMA 204, UFLPA, and MMPA. A free public Vessel Lookup tool supports unlimited screening against the harmonized database.

Product overview

Goldfish offers a dual-product architecture consisting of the Goldfish Platform (web-based compliance management with real-time dashboards and customizable Smart Forms) and the Goldfish API (GraphQL-based programmatic access to harmonized seafood data). A free Vessel Lookup tool provides unlimited public access to vessel screening. The platform serves companies across the seafood supply chain (retailers, suppliers, processors, certification bodies), government agencies, and research organizations. Core capabilities include due diligence automation, IUU/forced labor screening, continuous monitoring, and compliance with US regulations (SIMP, FSMA 204, UFLPA, MMPA).

Differentiator

Problem solved

Functional benefit

Products and services

• Goldfish Platform
• Goldfish API
• Vessel Lookup
• MSC Vessel Lists
• Global Fisheries Database

Quantifiable outcome

• Goldfish transformed a 90-minute task of gathering and validating harvest data for US import compliance into a quick 3-minute process for ABALOBI, enabling small-scale fishers to assess US market opportunities.
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature9 records

Partnerships

One partnership is on record.

• UpsTracecoreStrategic or Co-development Partner · 11 December 2024Goldfish and UpsTrace announced a strategic partnership on December 11, 2024 to advance traceability and compliance in global seafood supply chains. The partnership combines Goldfish's compliance solutions (vessel data, IUU screening, fisheries datasets) with UpsTrace's traceability platform, enabling joint customers to streamline due diligence, enhance transparency with real-time risk insights, and validate sourcing practices to meet global standards. UpsTrace is headquartered in Indonesia and serves seafood exporters, importers, and buyers across the Indo-Pacific region.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OpenSC: Supply chain transparency platform (originally WWF/Australian Maritime Boundary spinoff) offering seafood provenance and sustainability verification. Comparable as a seafood-focused transparency and compliance data provider with similar mission and seafood buyer segments.
• UpSTrace: Indonesia-based seafood traceability platform for exporters, importers, and buyers across the Indo-Pacific region. Directly comparable as a seafood traceability/compliance vendor; also a Goldfish strategic partner announced December 2024.
• Chainparency: Seafood supply chain transparency and IUU diligence platform. Comparable as a seafood compliance-focused platform; Chainparency is itself a Goldfish customer/integrator, demonstrating direct overlap in target market and offering.
• Wholechain: Blockchain-based seafood traceability and supply chain transparency platform serving fisheries, processors, and retailers. Directly comparable to Goldfish as a seafood-specific data infrastructure company targeting similar buyer compliance and sourcing workflows.

Broad incumbents

• TraceLink: Supply chain serialization and traceability SaaS originally rooted in pharma; expanding into food and seafood compliance and recall. Comparable as an enterprise data-network SaaS business model serving regulated supply chain verticals, though at much larger scale and across multiple verticals.
• SAP: Global ERP and supply chain software provider with traceability and responsible-sourcing modules, including seafood customers. Comparable as a broad incumbent that can serve enterprise seafood compliance needs alongside much wider portfolio offerings.
• IBM Food Trust: Enterprise-grade blockchain traceability network operated by IBM, used by major retailers and food brands including seafood supply chains. Comparable as a traceability and provenance platform for food/seafood buyers, but operating at much larger scale and across all food categories.

Others

• FishWise: Nonprofit consultancy advancing sustainable seafood supply chains through traceability research, due diligence tools, and buyer engagement. Comparable as a seafood compliance/sustainability ecosystem participant but operates as a mission-driven advisor rather than a commercial SaaS vendor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trygoldfish
• LinkedInlinkedin.com/company/goldfish-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Goldfish