Item tracking startup Adero is laying off 45% of staff, just weeks after it pivoted

Pivots can be the making of a startup, helping teams refocus on a good idea when previous things haven’t worked. But sometimes, they are just one more step on a difficult track. TechCrunch has learned and confirmed that Adero — an Amazon-backed maker of Bluetooth-enabled tracking tags that until last December was known as TrackR — is laying […]

TrackR rebrands to Adero, pivots to finding whereabouts of groups of items

Earlier this year, we reported that TrackR, a startup that makes a small Bluetooth device that you attach to items like keys to locate them when lost, would be rebranding as Adero and pivoting the business amid an increasingly commoditized market for its basic hardware product. Now, that is just what is happening. Today, Adero is […]

TrackR is rebranding to Adero as it looks beyond small devices to track lost items

When TrackR raised $50 million from investors that included Amazon a year ago, the Santa Barbara startup made a big splash in the growing market for small connected dongles that you could attach to “dumb” objects like keys to keep tabs on their location. But times for the company have been challenging since then. It’s weathered layoffs; a […]

Crunch Report | Amazon, JPMorgan and Berkshire Hathaway are building a healthcare company

Polymail looks to unify business email tools into a single web app 1 hour ago by Matthew Lynley Actress Maisie Williams to launch Daisie, a social app for talent discovery and collaboration 1 hour ago by Sarah Perez So, what’s up with Amazon’s Alexa Super Bowl ad? 1 hour ago by Brian Heater Apple could let you run […]

TrackR lays off staff, sources say 42 in total, in ongoing market contraction

It’s crunch time for TrackR, that startup that lets you use an app to find items like keys, wallets and bags that have been tagged with its small Bluetooth-based tracking devices. TechCrunch has learned and confirmed that the company has laid off a substantial proportion of its staff, as it seeks to sharpen its focus […]