Vircon Legal advised Udentify on its pre-seed round led by StarterHub.
Udentify is a camera-based, real-time store-efficiency measurement platform. Its software uses retailers’ existing in-store camera systems to track shoppers across the physical store — from the entrance through to the checkout — under a single identity, generating granular customer-experience data without additional hardware. The hardware-free deployment is the strategic wedge: physical retailers typically have an enormous installed base of camera infrastructure that has been used only for loss prevention, and unlocking that infrastructure as a behavioral-analytics layer materially shifts the economics of in-store measurement.
Udentify translates that customer-experience data into a language retailers can act on, and layers an AI-driven decision-support engine that recommends concrete next steps. With these insights and recommendations, retailers can identify the right shelf share and store location for each product, eliminate unnecessary staffing and rent cost, plan new product launches more accurately, and detect and resolve in-store issues faster.
Retail-tech for physical stores has emerged as one of the more strategically interesting categories at the intersection of computer vision, AI and traditional retail operations. Türkiye’s combination of a deep retail base, strong computer-vision and AI engineering talent, and active corporate-strategic capital from retail and FMCG groups makes it a credible launching geography for builders in this segment. Pre-seed is the right stage to validate the deployment economics with a small number of reference chains before scaling the sales motion, particularly for a hardware-free product where the cycle from pilot to paid deployment can be materially shorter than competing camera-AI offerings.
StarterHub is an early-stage venture capital fund focused on Turkey-rooted technology companies with a regional or global outlook, backing founders at the pre-seed and seed stages. For a retail-tech founder selling into a global retail buyer base, having a Türkiye-rooted lead investor with regional-to-global pattern recognition is well aligned to the company’s long-term expansion arc.
The Vircon Legal team on this matter was led by Managing Partner Erdem Mümtaz Hacıpaşaoğlu.
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