Traq

After more than two decades leading sales teams, a group of founders grew frustrated by a persistent challenge: the difficulty in coaching up a sales team without true visibility into their conversations. This wasn't a new problem, but for serial entrepreneur Adam Rubenstein and co-founders Pete and Chris Rice, it was one they felt uniquely positioned to solve. Rubenstein, who had previously co-founded the website globalization leader MotionPoint Corp, brought a history of building successful companies. He teamed up with Pete and Chris Rice, who had a background in designing and developing sophisticated IT systems. Together, they identified the core issue: a fundamental lack of visibility that made it hard to understand buyer behavior or identify risks and opportunities discussed in sales calls. The solution they conceived and built was Traq.com. The platform was created to demystify the sales conversation, providing a clear window into interactions and storing actionable intelligence in one place. Rather than being born from a sudden market trend, Traq was engineered as a direct answer to a long-standing frustration personally experienced by its founders.