Pixie Technology
Los Altos, US · Founded 2011 · Delaware corporation · 2 known investors
Pixie Technology builds a Location of Things platform whose Pixie Point tags use AR navigation to find misplaced items.
Also known as Pixie · Pixie Technology Inc.
Founders & leadership
Pixie Technology was founded in 2011 by Amir Bassan-Eskenazi and Ofer Friedman.
Board
Investors · 2
Also in the syndicate · 1
Reported raises · per SEC filings
Form D private placements$16.6M disclosed across 1 of 2 rounds · 2013–2016
▶$16.6MraisedJul 2016 · 16 investors · Other TechnologyRule 506(b)
- Amir Bassan-EskenaziExecutive Officer, Director, Promoter
- Gal IsraelyDirector
- Ofer FriedmanExecutive Officer, Director, Promoter
- Santo PolitiDirector
- Offering amount
- $24.9M
- Amount sold
- $16.6M
- First sale
- Jun 2016
- Incorporated
- Corporation, Delaware, 2011
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Pixie Technology Inc. develops a "Location of Things" (LoT) platform that lets users locate everyday physical objects with inch-level precision. Its first product, Pixie Points, consists of small attachable tags that are affixed to items such as keys, wallets, remotes, toys and pets. Once activated, the Points continually communicate with one another, forming a mesh network that builds a digital map of tagged items which is viewed and managed through the Pixie smartphone app.
The app combines that signaling data with augmented reality navigation: it overlays an X on the phone's camera view marking the exact position of a missing item, including when the item is out of sight behind a cushion or on the other side of a wall. The company frames this as giving physical objects a digital identity, going beyond simple Bluetooth proximity detection. Following its 2016 financing, the company said it would roll out additional capabilities from Q3 onward, including an enriched AR interface with room scanning, a phone locator that finds a "Pixified" phone using another device, a "digital leash" out-of-range notification, and family sharing of tracked valuables.
Beyond the consumer product, Pixie has invested in expanding the LoT platform and ecosystem, opening a Software Development Kit so that developers and third parties can embed its signaling technology into other products, devices and services.
Founding story
Public sources describe Pixie Technology as an Israeli-rooted company co-founded by Amir Bassan-Eskenazi, who serves as CEO, and Ofer Friedman, the CTO, with the founding insight drawn from the everyday problem of losing personal items. The founders spent several years developing the location platform, positioning the company as an early entrant in the emerging Location of Things category. Source [1] gives a founding year of 2011; the company was reported as headquartered in Los Altos, California with development work in Israel.
Business model
Pixie sells hardware tracking tags to consumers that are paired with a free-standing smartphone application; reserved Pixie Points were priced at $69.95 for a pack of four. The company also positions the underlying signaling technology as a platform, offering an SDK so third parties can build the technology into their own products, devices and services.
Sources describe direct sale of Pixie Points hardware packs to consumers (a four-pack listed at $69.95). No subscription or licensing pricing is disclosed in the sources.
Traction
The company began shipping Pixie Points to pre-order customers in 2015 and was taking reservations for updated Points at $69.95 per four-pack as of July 2016, with shipping slated for early fall 2016. No user or revenue figures are disclosed in the sources.
Latest developments
The most recent verifiable milestone in the sources is the July 2016 close of an $18.5 million Series B led by Spark Capital with Cedar Fund, OurCrowd and private investors, alongside plans for an advanced AR interface, phone locator, digital leash and family sharing features from Q3 2016 onward.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Sources characterize Pixie as a pioneer and leader in the emerging Location of Things sector, differentiating from proximity-only trackers through AR navigation and mesh-based mapping. Spark Capital's Santo Politi described the company as having created a new product category giving location-aware digital presence to physical devices, arguing location was the missing element in IoT.
Unlike basic proximity-alert trackers, Pixie combines mesh-networked tags with augmented reality guidance that marks an item's exact location on the phone's camera view, including items hidden behind objects or walls, and extends the approach into an open platform via an SDK.
Technology
The system pairs small attachable tags (Pixie Points) that continuously communicate with each other in a mesh network to build a digital map of tagged objects, with an augmented reality layer in the mobile app that overlays a position marker on the phone camera view, locating items within inches and through obstructions such as cushions or walls. An SDK exposes the signaling technology to external developers.
Go-to-market
Consumers who misplace everyday belongings such as keys, wallets, remotes, toys and pets, plus developers and third-party device makers who can integrate the signaling technology via the SDK; source [1] also cites businesses seeking to manage and locate valuable items.
Geography
A privately held global company headquartered in Los Altos, California, with additional offices in Boston and Israel, where its development office is located.
History
Press coverage records $5.5 million raised in 2013, followed by the start of shipments of the first product, Pixie Points, to pre-order customers in 2015. In July 2016 the company closed an $18.5 million Series B led by Spark Capital, bringing total funding to $24 million, and stated it would use the proceeds to add product capabilities, scale production and broaden its LoT platform and developer ecosystem.
Risks & controversies
Public listings conflate several unrelated organizations named Pixie — a Kubernetes observability company (Pixie Labs, acquired by New Relic), a London-based company founded in 2019, and a UK AI-CRM IT firm — which creates identity confusion in aggregated databases. Aggregator funding totals also conflict with primary press reporting: source [1] reports $20.0M across two rounds ($19M Series B in July 2016 and $1M in February 2014), while the company's own July 2016 release and Globes report an $18.5M Series B and $24M cumulative.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsPixie Technology announced the close of an $18.5 million Series B round led by Spark Capital, with Cedar Fund, OurCrowd and private investors participating, bringing total funding to $24 million. Proceeds were earmarked for new product capabilities, production scale-up and expansion of the Location of Things platform and ecosystem.
$18.5M source ↗
Pixie opened its SDK to allow developers and third parties to build its signaling technology into other products, devices and services as part of expanding its Location of Things platform and ecosystem.
The company started shipping its first product, the Pixie Points tracking tags, to pre-order customers in the year prior to the July 2016 funding announcement.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 6
primary sources listed
- Pixie: Funding, Team & Investorsstartupintros.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Pixie Technology do?
- Pixie Technology builds a Location of Things platform whose Pixie Point tags use AR navigation to find misplaced items.
- Who founded Pixie Technology?
- Pixie Technology was founded by Amir Bassan-Eskenazi, Ofer Friedman in 2011.
- Who are Pixie Technology's investors?
- Pixie Technology's investors include Spark Capital.
- How much funding has Pixie Technology raised?
- Pixie Technology has disclosed $16.6M raised across 1 of its 2 known rounds.
- Where is Pixie Technology headquartered?
- Pixie Technology is headquartered in Los Altos, US.