Auror Company Profile

Background

Overview

Auror is a global technology company specializing in retail crime intelligence and loss prevention solutions. Founded in 2012 in Auckland, New Zealand, the company has expanded its operations internationally, with offices in Melbourne, Denver, and London. Auror provides a platform that enables retailers and law enforcement agencies to collaborate effectively in preventing and addressing retail crime.

Mission and Vision

Auror's mission is to empower retailers and law enforcement to prevent crime, reduce loss, and create safer communities. The company's vision is to revolutionize the way retail crime is addressed by transforming intelligence reported by frontline teams into actionable insights that enable proactive crime prevention.

Industry Significance

Operating within the retail technology sector, Auror addresses the significant challenge of retail crime, which results in substantial financial losses annually. By providing a platform that connects retailers and law enforcement, Auror plays a crucial role in enhancing public safety and reducing crime-related losses in the retail industry.

Key Strategic Focus

Core Objectives

Crime Prevention: Develop and implement solutions that help retailers proactively prevent crime and reduce loss.

Collaboration Enhancement: Facilitate seamless collaboration between retailers and law enforcement agencies to address retail crime effectively.

Global Expansion: Extend the reach of Auror's platform to international markets, adapting to diverse retail environments and regulatory landscapes.

Areas of Specialization

Retail Crime Intelligence: Providing tools for retailers to record and analyze incidents of crime and anti-social behavior.

Loss Prevention: Offering solutions that help retailers identify and mitigate factors contributing to financial losses due to crime.

Community Safety: Enhancing the safety of communities by reducing crime and fostering collaboration between retailers and law enforcement.

Key Technologies Utilized

Software as a Service (SaaS) Platform: Auror's cloud-based platform allows retailers to record and manage incidents efficiently.

Data Analytics: Utilizing data analysis to identify patterns and trends in retail crime, enabling informed decision-making.

Artificial Intelligence (AI): Employing AI to enhance the identification of repeat offenders and predict potential crime hotspots.

Primary Markets Targeted

Retailers: From small businesses to large enterprises seeking to enhance their loss prevention strategies.

Law Enforcement Agencies: Collaborating with police departments to address retail crime and improve community safety.

Global Markets: Expanding operations to North America, the United Kingdom, and other international regions.

Financials and Funding

Funding History

Series C Funding (December 2024): Auror raised NZ$82 million (approximately US$48.8 million) in a Series C funding round. The round was led by Axon Enterprise Inc., W23 Global, and Reinventure, with participation from existing shareholders. The capital is intended to support Auror's growth in North America and the UK, as well as to invest in research and development.

Financial Performance

Revenue (2025): Auror achieved a revenue of NZ$49.6 million (approximately US$29.5 million) in 2025, reflecting significant growth and market adoption.

Pipeline Development

Product Development

Auror continues to enhance its platform by integrating advanced technologies such as AI and machine learning to improve crime detection and prevention capabilities. The company is also expanding its product offerings to include features that facilitate deeper collaboration between retailers and law enforcement agencies.

Market Expansion

Auror is actively expanding its presence in North America and the United Kingdom, establishing offices in Denver and London to support local operations and partnerships. The company is also exploring opportunities in other international markets to broaden its impact on global retail crime prevention.

Technological Platform and Innovation

Proprietary Technologies

Retail Crime Intelligence Platform: A cloud-based SaaS platform that enables retailers to record, manage, and analyze incidents of crime and anti-social behavior.

Connect the Dots (CTD): An AI-driven feature that identifies links between incidents and repeat offenders across different stores and retailers.

Subject Recognition: A responsible facial recognition integration that supports retailers in identifying individuals involved in retail crime, enhancing safety measures.

Significant Scientific Methods

Data Analytics: Utilizing advanced data analysis techniques to identify patterns and trends in retail crime, enabling proactive measures.

Machine Learning Algorithms: Employing machine learning to enhance the accuracy of crime prediction and offender identification.

Leadership Team

Phil Thomson – Co-founder & CEO

Phil Thomson is the co-founder and CEO of Auror. Prior to founding Auror, he was a commercial lawyer specializing in intellectual property and privacy. Under his leadership, Auror has expanded its global footprint and developed strategic partnerships to enhance retail crime prevention.

Tanya Johnson – Chief Product Officer

Tanya Johnson serves as the Chief Product Officer at Auror, overseeing product development and strategy. She plays a pivotal role in driving innovation and ensuring the platform meets the evolving needs of retailers and law enforcement agencies.

Anthony Marter – Chief Technology Officer

Anthony Marter is the Chief Technology Officer at Auror, responsible for leading the company's technology strategy and development. He ensures the platform leverages cutting-edge technologies to provide effective solutions for retail crime prevention.

Rowan Crawford – Chief Customer Officer

Rowan Crawford serves as the Chief Customer Officer at Auror, focusing on customer success and engagement. He works closely with retailers and law enforcement agencies to ensure the platform delivers value and meets user needs.

Leadership Changes

As of December 2025, there have been no publicly announced significant changes or appointments within Auror's leadership team.

Competitor Profile

Market Insights and Dynamics

The global retail crime prevention market is experiencing significant growth, driven by increasing losses due to theft and the need for enhanced security measures. Technological advancements, such as AI and data analytics, are playing a crucial role in transforming loss prevention strategies.

Competitor Analysis

Pramata: Specializes in enterprise-grade contract AI, offering solutions to prevent revenue loss and ensure compliance.

Data.ai: Provides mobile performance analytics, assisting businesses in optimizing their digital experiences.

Modular AI: Focuses on AI model performance and deployment efficiency, catering to AI engineers and developers.

Strategic Collaborations and Partnerships

Auror has established strategic partnerships with law enforcement agencies and retail organizations to enhance its platform's effectiveness. Notably, the company has collaborated with Axon Enterprise Inc. to integrate its Retail Crime Intelligence with Axon's public safety technology, enabling real-time evidence sharing and faster investigations.

Operational Insights

Auror differentiates itself through its comprehensive platform that not only records and manages incidents but also provides actionable intelligence to prevent future crimes. The company's focus on collaboration between retailers and law enforcement sets it apart in the market.

Strategic Opportunities and Future Directions

Auror is well-positioned to capitalize on the growing demand for advanced retail crime prevention solutions. The company's ongoing expansion into new markets and continuous product innovation provide opportunities for further growth and impact.