B.C. startup Traction Guest lands US$13m in financing round

Traction Guest, which has developed a platform for visitor management, has closed a US$13-million financing round | submitted

What happened: Traction Guest closes US$13 million in latest financing round

Why it matters: Company plans to hire more workers and use capital to help with expansion plans

A B.C. startup that counts Netflix, Inc. (Nasdaq: NFLX) among its customers is drumming up some big-time capital.

Traction Guest, which specializes in visitor management technology, has closed a Series A financing round to the tune of US$13 million.

Bessemer Venture Partners led the round with participation from existing investor Salesforce Ventures as well as other private investors.

The Burnaby-based company said in a June 13 announcement it plans to use the capital to hire more workers and further its expansion plans.

Launching in 2015, Traction Guest is known for its customizable platform that helps visitors sign in to and enter secure locations like offices, events or manufacturing sites.

Netflix is among the notable companies that use the platform.

Traction Guest was incubated by Traction on Demand, a B.C. software firm employing 365 workers that helps companies implement marketing strategies using the Salesforce.com Inc. customer relationship management service.

CEO Greg Malpass told Business in Vancouver in 2016 his goal was for Traction on Demand to launch 100 spinoffs over the next decade.