When was Standard founded?

Standard was founded in 2017 and became a unicorn in 2021.

Where is Standard located?

Standard is headquartered in San Francisco, United States. It is registered at San Francisco, California.

How many employees does Standard have?

As of Jun 30, 2026, the latest employee count at Standard is 96.

Is Standard a funded company?

Standard is a funded company, having raised a total of $236M across 5 funding rounds to date. The company's 1st funding round was a $5M Seed round, raised on Oct 10, 2017.

How much is Standard worth?

The latest valuation of Standard is $1B as of Feb 17, 2021.

When was the latest funding round of Standard?

Standard's latest funding was a $150M Series C round on Feb 17, 2021, with participation from 4 investors.

Is Standard a In Store Retail Tech company?

The primary sectors of Standard are In Store Retail Tech, Image Recognition, Online Grocery, Computer Vision and Artificial Intelligence.

Where does Standard rank among its competitors?

Standard ranks 12th amongst 294 active competitors, of which 84 are funded. It stands 2nd in terms of total funding among its competitors. The most recent competitor to raise funding was Crisp, which secured $26M in Dec, 2025.

Who are the top competitors of Standard?

Standard's top competitors include Trax, RetailNext and Crisp. Among them, Crisp secured the most recent funding round in December, 2025.

Standard - 2026 Company Profile, Team, Funding & Competitors

Standard is a series C company based in San Francisco (United States), founded in 2017 by Jordan Fisher. It operates as a Platform offering AI-enabled automated checkout software solutions for offline retailers. Standard has raised $236M in funding from investors like CRV, Initialized Capital and SoftBank Vision Fund, with a current valuation of $1B. The company has 294 active competitors, including 84 funded and 38 that have exited. Its top competitors include companies like Trax, RetailNext and Crisp.

Sectors and market segments that Standard operate in

Standard serves in the Retail, High Tech, Food and Agriculture Tech, Native AI market segments.The primary business model of Standard are:

Company Details

Platform offering AI-enabled automated checkout software solutions for offline retailers. It uses cameras that can analyze which items a person picks up and tracks the movements with 3D analysis. Its mobile application is available on Android and iOS platforms.

Website: standard.ai
Social
Email ID: *****@standard.ai
Registered Address: San Francisco, California

Key Metrics

Founded Year

2017

Location

San Francisco, United States

Stage

Series C

Total Funding

$236M in 5 rounds

Latest Funding Round

Series C, Feb 17, 2021, $150M

Post Money Valuation

$1B as on Feb 17, 2021

Investors

CRV & 39 more

Ranked

12^th among 294 active competitors

Employee Count

96 as on Jun 30, 2026

Investment & Acquisitions

Pathr & 4 more

Similar Companies

Presto & 564 more

View Standard's full profile

Standard is associated with 1 legal entity given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count	Documents
Standard Cognition, Corp. CIN: 815472130 , United States, Active	Feb 07, 2017	-	59 (As on Dec 31, 2024)	-

Standard has raised a total funding of $236M over 5 rounds. Its first funding round was on Oct 10, 2017. Its latest funding round was a Series C round on Feb 17, 2021 for $150M. 4 investors participated in its latest round. Standard has 40 institutional investors.

Here is the list of recent funding rounds of Standard:

Filter this list

Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Feb 17, 2021	$150M	Series C	$1B	-	SoftBank Vision Fund	CRV, SK Networks, EQT
Jul 25, 2019	$35M	Series B	$535M	-	EQT	Initialized Capital, CRV, Y Combinator
Nov 15, 2018	$40M	Series A	-	-	Initialized Capital	Y Combinator, Draper, CRV

Access funding benchmarks and valuations. Sign up today!

View details of Standard's funding rounds and investors

The founders of Standard is Jordan Fisher. Angie Westbrock is the CEO of Standard.

Here are the details of Standard's key team members:

Jordan Fisher: Former Founder of Standard. They serve on the board of 1 company.
Contact Info: 1 email address
Angie Westbrock: CEO of Standard.
Contact Info: 1 email address

Standard's Board of Directors

Standard's board has 9 active members. Garry Tan, Alastair Mitchell, Jordan Fisher, Serena Dayal, John Novak, Michael Suswal, Devdutt Yellurkar, David Valdman and Anthony Lutz, Jr. are independent board members.

Here is the list of Standard's board of directors:

Name	Type	Representing	Status	Duration
Garry Tan	Independent board member	-	Current	7y 8m
Alastair Mitchell	Independent board member	-	Current	7y 0m
Jordan Fisher	Independent board member	-	Current	7y 8m
Serena Dayal	Independent board member	-	Current	5y 5m
John Novak	Independent board member	-	Current	7y 8m
Michael Suswal	Independent board member	-	Current	7y 8m
Devdutt Yellurkar	Independent board member	-	Current	7y 8m
David Valdman	Independent board member	-	Current	6y 3m
Anthony Lutz, Jr.	Independent board member	-	Current	7y 8m

View details of Standard's Founder profiles and Board Members

Standard's employee count trend

Standard has 96 employees as of Jun 26. Here is Standard's employee count trend over the years:

Uncover Standard's growth story! Sign up today!

Access Tracxn on any website

Our Google Chrome extension lets you view company details while browsing their websites

Install Tracxn Extension

Top competitors of Standard include Trax, RetailNext and Crisp. Here is the list of Top 10 competitors of Standard, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Trax 2010, Singapore (Singapore), Series E	Cloud-based data analytics solutions for retail shelf management	$1.03B	Hopu Investments, SoftBank Vision Fund & 33 others	79/100
2nd	RetailNext 2007, San Jose (United States), Series E	Provider of traffic analytics, video security, and occupancy management solutions	$232M	Activant Capital, August Capital & 17 others	68/100
3rd	Crisp 2016, New York City (United States), Series B	Platform offering business analytics software for CPG retailers and suppliers	$160M	FirstMark, 3L Capital & 29 others	66/100
4th	Trigo 2018, Tel Aviv (Israel), Series C	Provider of computer vision AI solutions for retail stores	$199M	83NORTH, Viola Group & 10 others	66/100
5th	AiFi 2016, San Francisco (United States), Series B	Provider of spatial intelligence and real-time insights	$90.7M	StartX, Verizon & 26 others	65/100
6th	Caper 2015, Brooklyn (United States), Acquired	Provider of AI-powered shopping carts and related retail technology solutions	$12.7M	Y Combinator, Lux Capital & 20 others	63/100
7th	AWM 2016, Aliso Viejo (United States), Series A	Provider of AI-based business automation solution for retail businesses	$45.1M	Datalogic, Lagomaj & 4 others	62/100
8th	SPINS 1995, Chicago (United States), Series B	Provider of retail consumer analytics services	-	General Atlantic, Stripes & 3 others	62/100
9th	Focal systems 2015, Menlo Park (United States), Series B	AI-based suite solution for offline businesses	$28.4M	Uncork Capital, Y Combinator & 7 others	61/100
10th	Veesion 2018, Paris (France), Series B	Provider of AI-based video analytics solution for video surveillance	$53.8M	Verve Ventures, Aglae Ventures & 11 others	61/100
12th	Standard 2017, San Francisco (United States), Series C	Platform offering AI-enabled automated checkout software solutions for offline retailers	$236M	Frazier VC, EQT & 38 others	60/100

Get insights and benchmarks for competitors of 2M+ companies! Sign up today!

Looking for more details on Standard's competitors? Click here to see the top ones

Standard has not made any investments yet. Standard has made 5 acquisitions.

Here is the list of latest three $acquisitions:

Filter this list

Date of Investment/Acquisition	Type	Company Name	Founded Year	Location
Jan 12, 2026	Acquisition	Pathr	2019	Mountain View (United States)
Feb 02, 2023	Acquisition	Skip	2016	South Jordan (United States)
Nov 10, 2021	Acquisition	ThirdEye	2016	London (United Kingdom)