TrackR built its business on circular Bluetooth fobs such as the TrackR Bravo and Pixel that help users locate lost items. The company has faced operational challenges including layoffs, natural disasters, and its co‑founders stepping away from executive roles. TrackR is rebranding to Adero and has filed trademarks for Adero and a brand called Activefield, signaling a move toward cloud‑based software and larger connected‑home or asset‑management offerings. Sources say the company has discussed selling a larger connected home solution to retailers, and it has been discounting existing stock. A spokesperson said TrackR will continue to support all sold products and that its battery replacement program and Crowd Locate network remain active. Financially, the startup quietly raised $10 million in July at a $40 million valuation, a substantial decline from its prior valuation when it raised $50 million. The company’s public filings and domain transfers indicate it has been working on the rebrand and strategy since at least mid‑2018. TrackR produces Bluetooth-based item trackers and companion software, including the TrackR pixel and the TrackR Crowd Locate network. The company runs a Works with TrackR program and a partner platform that lets manufacturers and app developers (for example Cross Pens) integrate TrackR technology, and it also offers a home-mapping product called TrackR Atlas. TrackR is integrated with Amazon Alexa so users can locate items via voice commands. Founded in 2009, the company has shipped more than five million devices to date. TrackR says it will expand its community features like Crowd Locate to improve personal organization and maintain its leadership in intelligent tracking. Financially, the company has raised a $50M Series B and had previously raised more than $10M from some of the same investors and angels. TrackR develops app software, cloud databases and wireless devices to help users track and manage personal items. Its hardware lineup includes the TrackR bravo thin tracking device plus sticker and Wallet products sold online and at Target. TrackR bravo leverages a crowd-sourced GPS network of active users to locate items beyond Bluetooth range. The company was founded in 2009 and is based in Santa Barbara, California, with a team of 15. It recently crowdfunded $1,676,369 on Indiegogo to launch bravo. TrackR plans to use new funding to scale production and expand customer support teams.

Total raised

$69M

Funding rounds

3

Latest round

Equity

Latest activity

Oct 2018