Vancouver’s Traction Guest has been acquired by ShieldCo, a PSG portfolio company focused on building the visitor management space.
PSG is a leading growth equity firm partnering with middle-market software and technology-enabled services companies.
The acquisition marks ShieldCo’s second investment in the visitor management space, following its earlier investment in Sign In App.
Traction Guest is a cloud-based visitor management solution that was born out of Traction on Demand, a cloud consulting and application development partner with Salesforce.
Originally bootstrapped and incubated within Traction on Demand, Traction Guest was spun out as an independent company in 2015, was funded by a Salesforce’s $100 million Canada Trailblazer Fund in 2018, and completed a $17 million Series A financing round led by Bessemer Venture Partners in 2019.
The ShieldCo team believes that Traction Guest and Sign In App have the potential to forge the future of the industry and they are excited to partner with the respective management teams of Traction Guest and Sign In App.
With this, Jeff Gordon, a Senior Advisor at PSG, will lead the new operating company, ShieldCo. Keith Metcalfe will continue to lead and focus on growing the Traction Guest business as CEO and will also join the ShieldCo senior leadership team, along with Dan Harding, CEO of Sign In App.
“Visitor management and workforce security represents a $12 billion addressable market worldwide, bolstered by increasing demand for simple, clear and compelling tools. With that, we believe Traction Guest and Sign In App have the potential to forge the future of the industry,” said Jeff Gordon, CEO of ShieldCo and Senior Advisor at PSG.
“With the backing of PSG V, we’re excited to offer visitor management solutions to small, mid and large-scale organizations around the world.”
Headquartered in Vancouver, Traction Guest serves hundreds of partners and enterprise customers with industry-leading features and integrations. Recently named 5th on the Deloitte Technology Fast 50 Canada list, the Traction Guest platform has become a critical tool across a variety of industries ranging from financial offices to manufacturing plants.
“We developed our low-code platform to allow organizations to easily deploy the adaptable solutions they need to confront the ever-evolving risk landscape. Recognizing the many challenges facing enterprise security leaders, we’re excited to build on our innovation heritage and support even more customer requirements now with PSG’s support,” said Keith Metcalfe, CEO of Traction Guest.
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