Who We Be

About us

Trace was born out of necessity. After spending four years running two digital agencies and working with clients like DocuSign, Carro, Samsung, and SBS Transit, Nicholas (co-founder) kept bumping into the same issue: as businesses grew, their processes got more complex, but the documentation to keep everything running smoothly lagged behind.

With a firsthand understanding of the challenges that fast-growing companies face, he and his co-founders set out to develop a platform to make process documentation easier and help teams work smarter, not harder. What started as a solution for his own agencies grew into something to help organizations of all sizes achieve clarity and efficiency.


Strike 1: Trace started as Sophie, with a focus on making SOPs more convenient. We were excited about the concept—especially since "SOP" was in the name itself. However, our narrow focus on SOPs didn’t fully address the broader issues our customers were facing.

Strike 2: We considered pivoting to a video recording medium, as many expressed a need for just-in-time communication tools. However, we realized this approach wasn't right. We knew there was an untapped opportunity for lasting, reusable documentation that teams could rely on over time.

Hit: As we dug deeper and engaged with more customers, we realized the problem was bigger than just SOPs—it was about freeing people from having to constantly repeat process explanations.

This meant expanding beyond SOPs to include flowcharts and more. Building the right features to achieve this will take time, but that’s our mission: to help business owners, leaders, and managers unblock their teams by equipping them with the right know-how.

We're more like a baseball team

Our goal:

100
Teams unblocked
>1000
Process docs created
20,000+
Hours saved

We operate like a baseball team: Each member trusts their teammates to cover their bases, allowing us to focus on our individual roles and drive forward with precision and trust.

We’re deeply grateful to the incredible support system around us. Without the guidance and resources from the incubators we’re part of, we would have struggled to find our footing.

Trace is the result of refining our approach after several failed attempts, focusing on a problem we truly understand.

Join Us

Explore exciting opportunities to be part of Trace's journey. We're on the lookout for talented individuals.

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