We
revolutionize AI AI technology experiences data performance innovation culture retail

Our mission

Powered by leading technology and proprietary data, Trax connects brands, retailers and shoppers, setting the standard for retail excellence

Our growth story

Our journey to revolutionize retail through AI-driven data is well underway— and this is only the beginning!

2024

Winner of the 2024 A.I. Award for Best Use of AI in Retail and eCommerce

2024

Named an honoree of the 2024 Inc. Power Partner Awards for the 'AI and Data' category

2024

Launched Signal-Based Merchandising solution, a continuous, signal-driven approach to maximizing return on investment through SKU collection locations with the highest returns

2023

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology

2023

Secured $640 million in a Series E financing round led by SoftBank Vision Fund 2 and existing investor BlackRock, Inc.

2020

Launched Dynamic Merchandising, a first-of-its-kind enterprise-level service to address urgent store issues via an on-demand workforce

2020

Acquired Survey.com, a provider of prescriptive sales activation and merchandising services

2019

Raised $100 million in an investment round led by HOPU Investments 

2019

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

2018

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

2018

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

2017

Launched new augmented reality solution for in-store execution

2017

Closed $64 million funding round led by Warburg Pincus

2017

Raised $19.5 million in an investment round led by Investec Bank 

2016

Ranked in the top 25 fastest-growing companies on Deloitte's Technology Fast 500 list

2014

Expanded global operations to the Americas, Europe and China

2012

Secured initial rounds of funding totaling $7.5 million

2011

Pioneered digitizing the physical world of retail with computer vision

2010

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Expand
2024

Winner of the 2024 A.I. Award for Best Use of AI in Retail and eCommerce

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology
2024

Named an honoree of the 2024 Inc. Power Partner Awards for the 'AI and Data' category

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Raised $100 million in an investment round led by HOPU Investments

2024

Launched Signal-Based Merchandising solution, a continuous, signal-driven approach to maximizing return on investment through SKU collection locations with the highest returns

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology
2023

Launched Trax Connector on Salesforce AppExchange empowering companies using Salesforce Consumer Goods Cloud to embrace computer vision technology

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Raised $100 million in an investment round led by HOPU Investments

2021

Secured $640 million in a Series E financing round led by SoftBank Vision Fund 2 and existing investor BlackRock, Inc.

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

2020

Launched Dynamic Merchandising, a first-of-its-kind enterprise-level service to address urgent store issues via an on-demand workforce

Raised $19.5 million in an investment round led by Investec Bank

Closed $64 million funding round led by Warburg Pincus

Launched new augmented reality solution for in-store execution

2020

Acquired Survey.com, a provider of prescriptive sales activation and merchandising services

Ranked in the top 25 fastest-growing companies on Deloitte’s Technology Fast 500 list
2019

Raised $100 million in an investment round led by HOPU Investments

Expanded global operations to the Americas, Europe and China
2019

Announced the acquisition of China’s AI and big data service provider, LenzTech; US-based shopping rewards app, Shopkick; and European provider of image recognition services for retail execution, Planorama

Secured initial rounds of funding totaling $7.5 million
2018

Trax acquired US-based Quri, a provider of crowdsourced data on in-store condition

Pioneered digitizing the physical world of retail with computer vision
2018

Raised $125 million lead by Boyu Capital with GIC joining as a shareholder

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2017

Launched new augmented reality solution for in-store execution

Pioneered digitizing the physical world of retail with computer vision
2017

Closed $64 million funding round led by Warburg Pincus

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2017

Raised $19.5 million in an investment round led by Investec Bank

Pioneered digitizing the physical world of retail with computer vision
2016

Ranked in the top 25 fastest-growing companies on Deloitte's Technology Fast 500 list

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2014

Expanded global operations to the Americas, Europe and China

Pioneered digitizing the physical world of retail with computer vision
2012

Secured initial rounds of funding totaling $7.5 million

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim
2011

Pioneered digitizing the physical world of retail with computer vision

Pioneered digitizing the physical world of retail with computer vision
2010

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Trax was founded in Singapore by Joel Bar-El and Dror Feldheim

Trax investors

We’re proud to have the backing of key investors supporting our vision for innovation and growth in retail. 

Global executive team

Gary Laben

Chief Executive Officer

Regi Vengalil

Chief Financial Officer

Karan Khanna

Chief Product and Technology Officer

David Gottlieb

Chief Revenue Officer

Kendra Ricenbaw
Chief Customer Experience Officer
Brittany Billings

Chief Marketing Officer

Marcus McCarty

Chief Legal Officer

Paulina Kadman

Chief of Staff

Our locations

All
Americas
China
EMEA
Asia Pacific

Americas

Toronto, Canada

240 Richmond St. W,
Toronto, ON M5V 1V6

Denver, United States

1001 Bannock St.
Suite 7
Denver, CO 80204

Boston, United States

Corporate Headquarters
One Beacon St., 15th Floor
Boston, MA 02108

São Paulo, Brazil

Av Paulista, 1374
Floor 12th kit A113
Bela Vista
São Paulo-SP
01310-916

Mexico City, Mexico

Regional Headquarters
Prado Norte 225, int. 201.
Col. Lomas De Chapultepec.
Miguel Hidalgo. 11000
Mexico

China

Shanghai, China

Room 2213-19, Floor 22, SHUI ON PLAZA
333 Middle Huaihai Road, Huangpu District
Shanghai 200021

Beijing, China

LenzTech Headquarters
5th Floor, Jinglong Building
No. 225 Chaoyang North Road
Chaoyang District
Beijing 100025

EMEA

Tel-Aviv, Israel

Computer Vision Center of Excellence
94 Yigal Alon Street
Alon 2 Tower, Floor 26
Tel-Aviv

Budapest, Hungary

Kalvin Square Office Building
1085 Budapest
12 Kalvin Square, 6th Floor

Paris, France

Regional Headquarters
CVDM Solutions
34 rue Laffitte
75009
Paris


Asia Pacific

Tokyo, Japan

10F
1 Chome-10-5 Toranomon
Minato City
Tokyo 105-0001

Melbourne, Australia

Dentons Australia
Level 13
77 Castlereagh Street
Sydney
NSW 2000

Singapore, Republic of Singapore

135 Cecil Street
#10-01
Singapore
069536

Find your future at Trax

We are building global teams of amazing, brilliant minds who want to be a part of something big and innovative. 

See job opportunities
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About Trax
© Trax Technology Solutions PTE Ltd. 2025
Gary Laben
Gary Laben

Chief Executive Officer

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Gary Laben is the Chief Executive Officer at Trax and was appointed in March 2024.

Most recently, Gary was CEO of Dynata. In 2018, as Research Now’s CEO, he led its successful merger with SSI, to create Dynata, the world’s largest first-party data and insights platform. During his 6-year tenure, he tripled revenue and quadrupled EBITDA, in collaboration with 5500 employees across more than 40 countries. He conceived and executed the strategy to diversify company offerings beyond market research into media and advertising and successfully led the company through transformative mergers, and 15+ strategic acquisitions and investments.

Before joining Research Now as CEO in 2016, Gary was Global Chief Data Officer of Wunderman and CEO of KBM Group, where he grew revenue 10x and operating profit 15x, on its way to becoming a global marketing services industry leader.

He chairs various corporate, industry, and academic boards, most recently co-founded and chairs the board of Shoreline, an AI-driven, SaaS platform that revolutionizes the oncology patient journey by significantly improving content curation, distribution, and consumption for any aspect of the patient experience. Gary received his B.S. in Civil Engineering with a minor in French Literature from Johns Hopkins University.

Regi Vengalil

Chief Financial Officer

Linkedin

Regi Vengalil is the Chief Financial Officer of Trax. Regi is responsible for the financial management of the company including finance, accounting, investor relations and corporate development.

Prior to Trax, Regi served as the CFO of Metromile, Inc, a publicly traded auto insurance technology company. He was responsible for Metromile’s financial management, investor relations and corporate development. Regi helped lead the process to sell Metromile which resulted in its eventual acquisition by Lemonade, another publicly traded insurance technology company.

Previously, Regi served as CFO of Egencia, Expedia Group’s corporate travel division, where he led the global finance team of more than 100 professionals and was responsible for the division’s financial planning and operations, controllership and commercial finance. Regi helped lead the carve-out of Egencia from Expedia Group that culminated in its eventual sale to American Express Global Travel for nearly $1 billion. Before becoming CFO of Egencia, he also served as a member of Expedia Group’s executive team as global head of corporate development and strategy.

Before joining Expedia Group, Regi was head of strategy, mergers and acquisitions and business operations at LendingClub. Earlier in his career, he led teams advising financial services and travel firms on growth strategies at McKinsey & Company. He is also the Lead Independent Director and Chair of the M&A committee of Porch Group, a publicly traded home services vertical software company.

Regi holds a master of business administration and bachelor of science in economics; both earned with honors from the Wharton School of the University of Pennsylvania. He resides in Seattle, Washington.

Karan Khanna

Chief Product and Technology Officer

Linkedin

Karan Khanna is the Chief Technology Officer at Trax, responsible for leading global technology initiatives, overseeing product development, and driving innovation across the company’s engineering teams. With over two decades of experience in the tech industry, Karan has a proven track record of delivering top-tier software solutions and spearheading large-scale engineering projects.

Before joining Trax, Karan served as the Chief Technology Officer at Mediaocean, where he led a 400+ person engineering team across multiple continents. During his tenure, he played a pivotal role in integrating AI-driven solutions and transforming Mediaocean’s technology stack, leading to significant increases in productivity and agility.

Prior to Mediaocean, Karan co-founded 4C Insights and served as its Chief Technology Officer, where he grew the engineering team and developed a cloud-native ad tech platform used by major media agencies and brands. The platform contributed to the company’s impressive revenue growth, and 4C Insights was eventually acquired by Vista Equity Partners.

Karan has also held senior leadership roles at Salesforce, Amazon, and Microsoft, where he led various product and technology teams. At Amazon, he was part of the core team responsible for the exponential growth of the Kindle content business, and at Microsoft, he contributed to the development of key products like Microsoft Office, Works and CRM.

Karan holds an MBA from Dartmouth College, a Master of Science in Computer Engineering from the University of Massachusetts, and a Bachelor of Science in Electrical and Electronic Engineering from Birla Institute of Technology and Science. He resides in Seattle, Washington.

David Gottlieb​

Chief Revenue Officer

Linkedin

David Gottlieb is the Chief Revenue Officer at Trax. David is tasked with ensuring Trax achieves its overall sales and revenue goals, and he works with teams around the world to prioritize markets and solutions that will drive business expansion.

David has spent more than twenty years of his career working with retailers and manufacturers to harness the power of analytics to improve sales, merchandising, store operations, and other functions. Prior to joining Trax David was the President & COO of Quri, the leading crowdsourcing company in the United States used by leading brands to collect in-store conditions data. He has also had leadership positions with Market6, Netezza, Oracle and Accenture.

David has a strong background in building and growing teams that are expert in helping the industry take advantage of new technologies to drive value for their businesses.

David is an alumnus of Johns Hopkins University where he earned a BA in Psychology.

Kendra Ricenbaw

Chief Customer Experience Officer

Linkedin

Kendra Ricenbaw is the Chief Customer Experience Officer at Trax. She oversees the customer experience and operations strategy and execution for the company.

Prior to joining Trax, Kendra held various customer experience and leadership roles at Gusto, where she led teams of over 1,000 employees and drove technology enhancements and process improvements to increase customer satisfaction and operational efficiency at scale. Before her time at Gusto, Kendra served as the Senior Vice President of Global Operations at Western Union.

In this role, she managed a global team of over 5,000 professionals, implementing innovative technologies and lean/six sigma methodologies to improve customer sentiment, retention, quality, and operational efficiency, as well as the employee experience. Kendra holds a Bachelor of Arts in Public Accounting and Music from Illinois Wesleyan University, graduating with honors.

Brittany Billings

Chief Marketing Officer

Linkedin

Brittany is the Chief Marketing Officer of Trax. Brittany is a passionate leader with over 15 years of experience in senior leadership positions across startups through mature global organizations. She has a proven track record in driving business transformation through innovative strategies and partnerships. Prior to Trax, Brittany honed her expertise at renowned retailers such as Hudson’s Bay Company, Gilt, and Olivela, and worked at global agencies specializing in digital, affiliate, loyalty, and experiential marketing. By managing high-performing, cross-functional teams across marketing, sales, and operations, Brittany and her team consistently develop unique strategies and partnerships that lead to business transformation for clients and stakeholders, while fostering meaningful relationships with consumers. She holds a bachelor’s degree in Business Administration with an emphasis in Marketing from the University of Southern California.

Marcus McCarty

Chief Legal Officer

Linkedin

Marcus McCarty is the Chief Legal officer at Trax. He has responsibility for the legal and compliance, and people organizations.

Recently, Marcus was the SVP of Transformation at Western Union where he led lean and agile centers of excellence to ensure efficient delivery of operational process improvements, customer experience and retention initiatives, and digital transformation, as well as leading change management, communications, and leadership development programs.

Prior to being tapped to lead transformation at Western Union, Marcus was a member of the company’s legal leadership team with responsibility for legal operations and global ethics and compliance programs where he participated in corporate governance activities. He also led the legal support for many of the company’s financial services and payments products and has experience in highly regulated environments.

More recently, Marcus has provided outside legal support for private equity mergers and acquisitions and has consulted on agile transformations for global companies.

Marcus holds a MBA and a JD from the University of Denver where he graduated with honors, and a BS in Business Administration from the University of Colorado at Boulder, also with honors.

Paulina Kadman

Chief of Staff

Linkedin

Paulina Kadman is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects.

As one of Trax’s earliest employees, Paulina has been instrumental in transforming Trax, growing from four people in her living room to the company it is today. During the last 10 years, Paulina drove Trax’s engagement with Fortune 500 consumer goods companies and retailers overseeing business development and partnership efforts to solidify Trax’s market-leading position.

Prior to joining Trax, Paulina enjoyed a unique career being a serial entrepreneur in various fields across gastronomy, culture and fashion, combining her longstanding interest in emerging technologies. Paulina holds B.A. from Tel Aviv University.