About Tracer
Tracer is a Technology company based in New York (United States) founded in 2018 by Jeffrey Nicholson. It operates as a data reporting solutions are provided through an intelligence platform. It operates on a SaaS (Software-as-a-Service) model. Tracer has raised $37 million across 3 funding rounds from investors including B.D.M. International, NewRoad Capital Partners and Progress Ventures. The company has 29 employees. Its chief executive is Jeffrey Nicholson. Tracer offers products and services including Tracer Platform. Its focus areas include Data Analytics and Business Intelligence. Its legal entity is TRACER LABS UK LIMITED. Its competitors include Drata, TapClicks, Jaspersoft, Metabase and Geckoboard and 3 more; 8 of its 8 listed competitors have raised funding.
Company details
Tracer is utilized for organizing, managing, and visualizing complex data sets to enable faster and more actionable business intelligence. The platform is designed to work with diverse data sources and tech stacks, supporting industries such as advertising, retail, and media. Solutions offered include no-code tools for optimizing marketing spend, reducing tech debt, and enhancing operational efficiency through automated reporting and insights.
- Headquarters New York, United States
- Employees 29
- Founders Jeffrey Nicholson
- SectorsTechnology
- Website category Business and Consumer Services · Online Marketing
- Email••••••••
- Website tracer.tech
- Social LinkedIn X Facebook Instagram
- Legal Name Tracer Labs Uk Limited
- Total Equity Funding$37M (USD)
in 3 rounds
- Latest Funding Round$18.1M (USD), Series A
Aug 2023
- InvestorsB.D.M. International
& 12 more
- Employee Count29
Products & Services of Tracer
Tracer offers a comprehensive portfolio of products and services, including Tracer Platform.
Data is organized and visualized for business insights.
Funding Insights of Tracer
Tracer has successfully raised a total of $37M across 3 strategic funding rounds. The most recent funding activity was a Series A round of $18.1 million completed in August 2023. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $37M
- Total Rounds 3
- Last Round Series A — $18.1M
- First Round $9.9M
(Jun 2021)
- Investors Count 13
All 3 funding rounds of Tracer with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Aug 2023 | $18.1M | Series A | – | NewRoad Capital Partners, Progress Ventures | |
| Feb 2023 | $9M | Series A | – | Progress Ventures, BDMI | |
| Jun 2021 | $9.9M | Seed | – | Marc Lore |
13 investors in total: 9 institutional and 4 angel.
Investors in Tracer
Tracer has secured backing from 13 investors, including venture fund, institutional, and angel investors. Prominent investors backing the company include B.D.M. International, NewRoad Capital Partners and Progress Ventures.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
An operator-led investment firm focused on smarter commerce solutions. | – | newroadcp.com | Bentonville, United States | |
Early-stage venture investments are provided in technology sectors. | – | progressventures.com | Boston, United States | |
- | – | arbourwayinvestors.tcc.mode | - | |
Early-stage venture capital is provided by VCP Ventures. | 2021 | vcpventures.com | - | |
Tech & offline focused Startup Studio building startups and investing in the US | – | rseventures.com | New York, United States | |
Venture capital investments are provided by BDMI to technology companies. | – | bdmifund.com | New York, United States | |
B.D.M. International is recognized as a leading CBSE school in Kolkata. | 1966 | bdmi.org | Kolkata, India | |
Invests in and supports tech firms in media, marketing, and technology sectors globally. | 2022 | s4sventures.com | New York, United States | |
A family office for investments and media initiatives is managed. | – | 35v.tv | - | |
MS Martin Sorrell | Founder of S4 Capital, advertising veteran, active investor in Indian startups | – | unknown_236b4d7d0cda42119 | - |
Investor details for Tracer
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Tracer
19 people are tracked at Tracer (6 in leadership, 13 in team); the tracked headcount is 29.
| Name | Role | Group |
|---|---|---|
Jeffrey Nicholson | Co-Founder & CEO | Leadership |
Sarah Martinez | Chief Commercial Officer | Leadership |
Andrew Johnston | VP Engineering | Leadership |
Kevin Synnott | Associate Director, Data Intelligence | Leadership |
Leighton Welch | Chief Technology Officer | Leadership |
Clare Klemmer Pillay | Head Of GTM | Leadership |
Dominic Roessner | Site Reliability Engineer | Team |
Brandon N. | Senior Software Engineer | Team |
Derek Pinkerton | Senior Software Engineer II | Team |
Adam Chiang | Senior Frontend Developer | Team |
Paul Bullock | Platform Engineering Manager | Team |
Zach Smith | Staff Software Engineer | Team |
Ankit P. | Software Architect | Team |
Alexandra Liao | Senior Software Engineer I | Team |
Chadwick Chennault | Senior Software Engineer I | Team |
Helen Chang | SVP of Operations | Team |
Jesse Cameron | Engineering Manager | Team |
Rohaan Kewalramani | Software Engineer | Team |
Benjamin Wallad | Senior Software Engineer II | Team |
Complete people profiles for Tracer
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Verified entity values are shown only after access is granted.
Timeline of Tracer
3 dated milestones of Tracer across 5 years, from founding to its latest funding, stage changes and deals.
- Founded Tracer is founded.
- Funding First funding round of $9.9M.
- Funding Latest funding round, Series A, of $18.1M.
Competitors of Tracer
Tracer has 8 listed competitors in our database, 8 of them funded. They include Drata, TapClicks, Jaspersoft, Metabase and Geckoboard, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| drata.com | 2020 | San Diego, United States | $328.24M | 393 | Risk assessment and management solutions are provided for enterprises. | |
| tapclicks.com | 2011 | San Jose, United States | $23.5M | 64 | Cloud based marketing management platform for businesses | |
| jaspersoft.com | 2002 | San Francisco, United States | $20M | 1,401 | Provider of open source business-intelligence software | |
| metabase.com | 2014 | San Francisco, United States | $43.05M | – | Data analytics and reporting are enabled without coding for enterprises. | |
| geckoboard.com | 2010 | London, United Kingdom | $4.12M | 25 | KPI dashboard solutions are provided via a SaaS platform. | |
| xcalar.com | 2013 | San Jose, United States | $18.39M | 13 | Data discovery platform is offered for analytics and BI extensions. | |
| clicdata.com | 2008 | Lille, France | $4.32M | – | BI Solutions | |
| clearstorydata.com | 2011 | Palo Alto, United States | $30M | 37 | Internal and external data is analyzed through a cloud-based platform. |
Detailed competitors of Tracer
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Tracer
The website of Tracer (tracer.tech) receives about 8.1K visits a month and ranks #2,310,443 among all websites worldwide, #4,985 in Online Marketing.
- Monthly visits8.1K
▲ 11% vs previous month
- Unique visitors2.7K
per month
- Global rank#2,310,443
among all websites
- Category rank#4,985
Business and Consumer Services · Online Marketing
- Bounce rate37%
- Pages per visit3.5
- Average visit23 sec
- DevicesDesktop 58% · Mobile 42%
Top companies in Business Analytics & Intelligence Tools
10 companies that operate in the same segment as Tracer (Business Analytics & Intelligence Tools), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Data, analytics, and AI capabilities are unified in a platform. | 2013 | San Francisco, California, United States | USD 25.18 B | USD 15.9 M | 5,679 | |
Platform that provides data analysis and management solutions | 2003 | Denver, Colorado, United States | USD 2.46 B | USD 2.87 B | 5,915 | |
Consumer intelligence-driven mobile marketing platform is provided for user acquisition. | 2005 | Singapore, Singapore | USD 10 M | USD 288.73 M | 618 | |
AI-based solutions for health management are provided. | 2015 | Dallas, Texas, United States | USD 2.8 B | – | 1,111 | |
Artificial intelligence and analytics solutions are provided for enterprise transformation. | 2000 | New York, New York, United States | USD 685 M | USD 270.83 M | 5,217 | |
Cloud based data streaming analytics and governance platform | 2014 | Mountain View, California, United States | USD 456 M | USD 963.64 M | 3,583 | |
Risk assessment and management solutions are provided for enterprises. | 2020 | San Diego, California, United States | USD 328.24 M | – | 2,114 | |
Cloud-based analytics solutions for retail shelf management are delivered. | 2010 | Singapore, Singapore, Singapore | USD 1.03 B | USD 15.24 M | 567 | |
AI based text summarization and contextualization software tool | 2015 | San Francisco, California, United States | USD 222.7 M | – | 194 | |
AI-based fraud prevention for e-commerce payments is provided. | 2013 | New York, New York, United States | USD 232.02 M | USD 346.08 M | 724 |
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Related news about Tracer
Complete news archive for Tracer
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Frequently Asked Questions about Tracer
Tracer was founded in 2018 and raised its 1st funding round 3 years after it was founded.
Tracer is headquartered in New York, United States. It is registered at New York, New York, United States.
Jeffrey Nicholson is the current CEO of Tracer. They have also founded this company.
Tracer is a funded company, having raised a total of $37M across 3 funding rounds to date. The company's 1st funding round was a Seed of $9.9M, raised on Jun 2021.
Tracer has 29 employees.
Tracer is utilized for organizing, managing, and visualizing complex data sets to enable faster and more actionable business intelligence. The platform is designed to work with diverse data sources and tech stacks, supporting industries such as advertising, retail, and media. Solutions offered include no-code tools for optimizing marketing spend, reducing tech debt, and enhancing operational efficiency through automated reporting and insights.
Tracer offers Tracer Platform.
Tracer has 13 investors. Key investors include B.D.M. International, NewRoad Capital Partners, Progress Ventures, S4S Ventures, and Arbour Way Investors.
Tracer operates through Tracer Labs Uk Limited.