Traitify Raises $12M for Its Visual-based Personality Assessment Platform

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BALTIMORE–(BUSINESS WIRE)–Traitify, a visual-based personality assessment SaaS platform, today announces $12 million in new funding. The round, led by JMI Holdings, LLC, will accelerate Traitify’s product advancement initiatives aimed at hourly workers and expand product development teams.

Traitify’s scientifically-backed and user-focused personality assessment puts the power of personality data to work for the modern employer. By utilizing recruitment process automation, employers can quickly identify the best-fit candidates, especially in a high volume and high turnover environment. Benchmarking, prioritization and selection capabilities allow candidate and employee data to be compared for a comprehensive understanding of best fits and benchmarks for new hires.

“In the current business climate, HR teams are receiving an influx of applications, requiring them to sort through hundreds, if not thousands, of applicants, and sometimes causing systems to crash. This leads to stress for both the organization and the candidate,” said Dan Sines, CEO at Traitify. “Traitify is helping teams navigate through this influx and providing them with necessary data at scale to find the best candidate for their needs.”

Starting from the first touchpoint on an employer’s careers page, through application, hiring, and ongoing learning development, Traitify’s data and insights help candidates, employees and employers better understand themselves and predict performance. In less than two minutes, candidates work through Traitify’s Big 5 assessment providing both the candidate and company insights on the candidate’s career interests.

“Traitify has simplified the hiring process for our hiring managers as the assessment identifies the best-fit candidates, and selects individuals suited for our roles,” said Shannon Angellakis, Human Resource Consultant at McDonald’s Canada.

“We use Traitify in our hiring process to help us determine the best-fit candidates for our business,” says Nina Pollard, National Head of Talent Acquisition at Coles Supermarkets. “This recruitment tool is an effective and efficient mechanism to screen high volumes of candidates, ensuring we can easily identify those candidates that will provide the best customer experience across our Coles Group brands.”

Mutually beneficial for both the employer and the candidate, Traitify provides HR teams at companies like JO-ANN Stores and Lowes Foods, the information they need to personalize communications for candidates. Candidates also have the ability to share results socially accruing goodwill back to the company.

“Traitify is tackling a pervasive problem plaguing nearly every industry: disengaging and tedious personality tests used for hiring decisions,” says Rick Nelson, Investment Director at JMI Holdings, LLC. “With its creative approach and forward-thinking leadership, we believe Traitify has the opportunity to become the industry standard, grow exponentially and build lasting value for both businesses and their employees.”

To learn more about Traitify, visit

About Traitify: Founded in 2011, Baltimore-based Traitify unlocks the potential of psychology and big data through a visual-based personality assessment that is quick, accurate, and accessible to businesses and entrepreneurial developers. Traitify’s current customers (for its SaaS-based version) include more than 200 organizations in a range of industries. The Traitify team is made up of technology-industry veterans with experience in software, design and multimedia as well as an in-house psychology team. For more information visit

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