TrueToForm
7 employees on LinkedIn Β· 2 known investors
TrueToForm provides body-measurement technology for apparel e-commerce, including an embeddable widget and a mobile body-scan app that collect customer measurements and manage them on a dashboard. It also offers fit prediction tools to give shoppers size guidance and reduce returns.
Also known as True To Form Β· TrueToForm Inc.
Founders & leadership
Investors Β· 2
Company profile
researched Aug 2026TrueToForm is a fashion technology company offering a 3D body scanning and fit prediction software platform for the apparel industry. Its technology generates a digital human avatar from a rotational smartphone scan, producing more than 60 body measurements plus data on posture, asymmetries and body weight distribution. The company states measurement accuracy of 97% or better, validated in an IRB-approved study with more than 300 participants that used hardware scanners as the source of truth.
The platform is sold into two segments. For ready-to-wear e-commerce brands, a lightweight widget sits next to the size selector on product pages and visually shows how each available size would fit the shopper's body at key landmarks; shoppers can either type in measurements or scan a QR code to complete an in-browser body scan without downloading an app or storing photos or video. Aggregated predictions, scans and orders feed back into brand-specific size charts and size-demand forecasting. For made-to-measure and custom apparel businesses, a scan app (iOS and web) and an embeddable measurement widget let designers collect client body data remotely, replacing in-person tape measurement; a dashboard holds shared avatars, measurement lists can be exported as CSV, and avatar OBJ files can be imported into 3D design software such as CLO and Browzwear, with additional documented workflows for Vetigraph and GRAFIS.
Integration is offered end-to-end for ready-to-wear brands, with sizing data pulled from e-commerce platforms including Shopify, BigCommerce, Salesforce and Magento, or via a single div and script tag (or a React component) on custom storefronts. A REST API, webhook and headless session API provide programmatic access to measurements, avatar OBJ downloads, scan demographic data and scan dates.
Founding story
The company was founded by two sisters, Janice Tam and Margaret (Tam) Peterson, who were frustrated by their own shopping experience as petite women who struggled to find clothing that fit. Observing that standard dress forms were not representative of many people's bodies, they set out to replace the standard dress form with a personal 3D avatar and to make well-fitting clothing accessible regardless of body shape or size. Janice Tam serves as Co-Founder and CEO and Margaret Peterson as Co-Founder and CTO.
Business model
B2B2C software: apparel brands, retailers and made-to-measure studios license the fit-prediction widget, scan app and measurement APIs, which are then used by their end shoppers or clients. Customer-facing motions described include subscription SaaS, usage-based SaaS, freemium and services/consulting, with a free tier granting five avatars with basic measurements (bust, waist, hips, inseam) and a paid Pro plan required for the embeddable measurement widget and API key.
Plan-based subscriptions on the measurement dashboard, with a free entry tier limited to five approved avatars and basic measurements and a Pro plan that unlocks the site widget and API access; the company also offers its development team to support integrations.
Traction
Live deployments with brands including Rainbow Shops, Jordan Craig and Dessy Group. Jordan Craig reported widget users adding to cart at 3.5x the rate of non-users and a 4.2x lift in order conversion; Dessy Group reported a 170-183% lift in conversion among widget users alongside reduced fit-related returns. The company cites up to a 43% reduction in fit-related returns and exchanges, and says over 90% of shoppers rate the experience helpful. Caplight lists roughly 9 employees, $380,000 total funding raised, and monthly website visitors of 11.8K in November 2025, up 41% month over month, with a further 57% month-over-month increase noted in April 2026.
Latest developments
Capitalize VC announced an investment in TrueToForm, citing live deployments with Rainbow Shops and reported conversion lifts at Jordan Craig and Dessy Group. Caplight records the most recent funding round as a VC round dated 2025-03-17 and notes website traffic growth of 41% month over month in November 2025 and 57% month over month in April 2026.
βΈFull profile β market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned in the apparel fit-tech and virtual fitting category, differentiating against single 'best size' recommendation engines; comparable companies identified include 3DLOOK, Bold Metrics and NetVirta.
Rather than returning a single recommended size, the product renders a visual, body-specific fit prediction across all available sizes so shoppers can choose according to both body shape and fit preference; the company reports 77% of shoppers prefer this approach to single best-size recommenders. Other stated differentiators are app-free in-browser scanning with no stored photos or video, accuracy validated against hardware scanners, patented reconstruction technology, and a body-data flywheel in which each scan and order improves fit predictions and brand size charts.
Technology
A proprietary 3D human reconstruction pipeline built on deep neural networks and synthetic data generates a 3D body model from a smartphone rotational scan or from entered measurements, reported at 97% accuracy in body shape capture and validated against hardware scanners in an IRB-approved study of 300+ participants. Outputs include 60+ measurements, posture, asymmetry and weight-distribution data, and riggable avatar OBJ files for 3D design tools. The CTO holds four granted U.S. patents covering motion tracking and user representation, and a patent has been filed on the company's body scanning technology.
Go-to-market
Direct sales via demo bookings for ready-to-wear brands, with the company handling onboarding, sizing-data ingestion from the brand's e-commerce platform and model calibration so that most brands go live in days; a self-serve free scan app and free dashboard tier act as an entry point for individual designers and made-to-measure studios, who upgrade to a Pro plan to embed the widget. The company has also used collaborations and advisors from the fashion industry, and worked with fashion schools.
Ready-to-wear e-commerce apparel brands and retailers, and made-to-measure or custom apparel businesses including tailors, bridal and bespoke designers, plus fashion schools and design studios. Named users include Rainbow Shops, Jordan Craig, Dessy Group, NewYorkDress, Shaka Wear, bebe, Abode Outside, Heidi's Collection, The Tailory New York, Burton, Asher Levine Studio, Kalypso Couture and Marigold; earlier beta participants included VARYFORM and Ridestore.
Geography
Headquartered in New York City, New York, with a remote scanning model that lets customers be measured from anywhere; investors and programs referenced include Launch Minnesota, Rochester Area Economic Development and MassChallenge Israel.
History
Founded in 2020 and headquartered in New York City. Early activity included a collaboration with Parsons School of Design and Special Olympics New York in which students used TrueToForm digital avatars to create adaptive athletic wear for U.S. Special Olympics athletes, with photographer Nigel Barker as a guest critic; Barker subsequently joined the company as an advisor. The product was initially in beta with made-to-measure brands such as VARYFORM and The Tailory New York, athletic wear brands including Burton and Ridestore, and fashion schools, and later expanded from designer-facing remote measurement into an on-site fit-prediction widget for ready-to-wear e-commerce.
Risks & controversies
Performance figures such as 97% measurement accuracy, up to 43% fewer fit-related returns and the reported per-brand conversion lifts originate from the company and its investor rather than independent testing. The product handles sensitive body scan data, and the company documents scan data and privacy handling, stating that browser-based scans do not store photos or videos. The business depends on integrations with third-party e-commerce platforms, and operates in a category with established competitors including 3DLOOK, Bold Metrics and NetVirta.
Compiled by commissioned research from 7 cited public sources β 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 β not independently audited.
Timeline Β· 10
launches, deals, and filingsCapitalize VC announced TrueToForm had joined its portfolio, citing the company's smartphone-based fit prediction technology and traction with brands including Rainbow Shops, Jordan Craig and Dessy Group. Amount not disclosed.
Pre-seed investors listed include REFASHIOND Ventures, Chicago Booth Angels Network and MassChallenge Israel.
Fashion photographer and television personality Nigel Barker joined TrueToForm as an advisor after serving as a guest critic in a collaboration with Parsons School of Design and Special Olympics New York.
Students used TrueToForm digital avatars to design adaptive athletic wear for U.S. Special Olympics athletes.
TrueToForm entered beta with made-to-measure brands including VARYFORM and The Tailory New York, athletic wear brands Burton and Ridestore, and fashion schools.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 7
primary sources listed
- TrueToFormtruetoform.fit Β· web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does TrueToForm do?
- TrueToForm builds smartphone-based 3D body scanning and fit-prediction software for ready-to-wear and made-to-measure apparel brands.
- Who founded TrueToForm?
- TrueToForm was founded by Janice Tam.
- Who are TrueToForm's investors?
- TrueToForm's investors include Capitalize VC, REFASHIOND Ventures.