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 […]