Trailblazing Tech In Facial Recognition


Biometrics is the future. And is forging this unlike any other out there. The belief in the power of biometrics and its transformative power inspired co-founders of to enter the facial recognition space years ago prompted by a dissatisfaction that facial recognition products on the market weren’t providing a full solution. So they set out to do it themselves.

Biometrics is the future. @TrueFace_ai  Tweet This!

Biometrics refers to metrics related to human characteristics. In tech speak, it is used in computer science as a form of identification and access control. It is also used to identify individuals in groups that are under surveillance. Human translation? It’s the use of anything on your body to authenticate the fact that you are who you say you are. Physical biometrics refers to leveraging such characteristics as your fingerprint, eye, or face to collect data and form decisions. For instance, a photo of your face as your security pass to enter your office. Whereas, behavioral biometrics include walking patterns, gestures and voice recognition. And biometrics tech and applications are emerging faster and faster into industries such as mobile banking, travel, marketing innovation,  and workforce management. Think of the ease of not needing a physical driver’s license or passport to get through TSA. Or get an eye disease diagnosed virtually.  An old school example of biometrics we’re all familiar is the use by police fingerprinting to keep track of criminal records via good ol’ paper and ink.  But throw out what you think you know from CSI. Though fingerprints have been a classic form of biometrics – from your fingerprint now being able to open your smartphone as opposed to entering your passcode, fingerprint tech is largely fallible due to largely inaccurate recognition from a plethora of causes including your hands being a little dirty. This has been evidenced by the massive hack that took place when this feature was first introduced in the iPhone 5s debut. Another popular form of biometrics is the iris of your eye. Yes, like in Charlie’s Angels or your favorite spy movies. The downfall of this form of biometrics is it’s more invasive than taking a photo of your face (like a selfie) or touching your finger. The ease of taking selfies, only needing a camera (including the 6.1 billion smartphone users globally) to implement facial recognition tech, its efficiency, accuracy, and efficacy all make facial recognition the obvious winner from the biometric tech options.  A belief that has fueled the team to do things in this industry that haven’t been done before.

Biometrics is use of anything on your body to authenticate the fact that you are who you say you are.  Tweet This!

Current applications and hardware leveraging facial recognition technology are exclusive narrow uses through a single application, product, or service. That’s where comes in and differentiates itself. creates facial recognition for real world applications that are solutions that make it really easy for anyone to implement a facial recognition feature into their current product or service. It enables anyone to take their product to the next level through their APIs. Complete with raw landmark detection ( way to obtain locations for specific points on the face, and can, therefore, determine face shape and its characteristics), spoof detection (a.k.a. can tell the difference between your face in person and a photo of your face), face detection (detecting one or multiple faces in an image), face matching and face identification. They are even testing out and evolving their tech to tell the difference between identical twins, and it is already more accurate than my ability to tell these two apart (Sorry Samara + Natalia =). is smarter than humans at telling the difference between identical twins. @TrueFace_ai  Tweet This! provides both universal and custom solutions. The fact that they can create tailored on premise solutions (invaluable for those clients concerned about data security) is their main wow factor compared to competitors and all other API providers who create generic APIs. An obvious pro for being able to solve problems and provide solutions more uniquely and specifically than all other API providers who generate one-size-fits-all, cookie cutter-esque APIs. The cost varies based on a number of API requests and their services range in cost from customers at corporations, scaling startups, scrappy startups, and even a  free tier that encourages developers to check it out and use it at no cost (take it for a spin yourself). The team is particularly excited in the amount of value can provide to startups scaling in that their product is easy to use by anyone and is widely available through Rapid (and more coming very soon) vastly minimizing the barrier to entry for adding facial recognition features to your product and not needing to be technically savvy to do so. provides universal and custom facial recognition solutions. @TrueFace_ai  Tweet This!

Though they launched only a few weeks ago, over 500 users are currently using their product. They’ve seen traction already having trended on Product Hunt (support w/ an upvote right meow!) and have already received notable press such as via Mashable and are part of the next cohort of 500 Startups in San Francisco. This recent launch of software represents a new era for the team who have been part of the facial recognition space over the last 4 years. Having formerly produced hardware products with facial recognition technology, their first product launched in 2014 after a successful pre-sell campaign raised over $120k, the team’s first facial recognition product was a smart doorbell intended for residential customers. However, leveraging the power of customer feedback and information regarding their product’s use that more commonly was used for offices, gyms and coworking spaces, they iterated to produce facial recognition hardware for commercial use. After discovering the ability through software to benefit more people and companies, to provide an easier solution for people to access facial recognition features (especially for cameras in applications), the team evolved from a hardware to software service which gave birth to’s universal accessibility has limitless opportunity to impact millions @TrueFace_ai  Tweet This! 


The team is most excited to be forging a new territory in the facial recognition field and about the limitlessness of how much impact they can create. The use cases for facial recognition software and abundance of inventiveness is energizing the team forward on the software frontier. Their biggest challenge is changing antiquated mindsets that question the safety, efficacy, and accuracy of facial recognition and any biometrics tech in general. There’s a need to debunk a stereotypical belief that such innovative tech is an invasion of privacy, when in fact this very technology can improve security for everyone. follows strict encoding procedures and takes every effort to make sure any data that passes through the server (which isn’t high-risk information anyway) is secure. As we move forward and unlock all the positive capabilities of biometric tech like, I hope we can put trust in this tech as protective measures and quickly change fearful mindsets of its evasive capabilities (which the majority of people feel towards its use as government surveillance more than anything else due to its very few legal limitations).

Any application with a camera can add a facial recognition feature by using @TrueFace_ai.  Tweet This!’s team has a history in hardware from the get go, the tipping point to transition into a software company came from inspirational discovery that their product could truly become limitless in its impact and benefit by being able to not being confined to a hardware product and instead, be an additional feature to the hundreds of millions of products already out there. It opened possibility in that anything with a camera can use and improve the impact and efficacy of those products. For instance, an optometrist or glasses provider better fitting customers through face shaping recognition to name one example in everyday life. This tech isn’t restricted to people in the technology industry and can be used by anyone (even without programming experience).

Pivoting from a hardware to software company doesn’t come without its challenges.  Tweet This!

However, for those considering transitioning their hardware to software, it doesn’t go without its challenges. Especially when you are doing what no one else does like Creating a stable, accurate and efficient product with a limited team was an obstacle the team overcame during their time as part of Generation 3 of Parallel 18. A hurdle overcome with the support of the community, strategic advice and mentorship on how to transition from hardware to software and turn their software into a commercial product. Overcoming the challenges that ensued for making their idea of a more beneficial, impactful and innovative facial recognition product accessible by anyone, now a reality.

It’s not just about the idea, it’s about the execution of that idea.”Will Bodansky, @TrueFace_ai  Tweet This!’s Head of Operations Will Bodansky shared, “It’s not just about the idea, it’s about the execution of that idea”. And this powerhouse team had done just that. now can do what no other product does and is accessible to anyone through Rapid Visit their website, play around, and request a free API key to try it out for yourself. Spoiler alert: It’s f*ckin’ rad. now can do what no other product does and is accessible to anyone through Rapid

Visit their website, play around, and request a free API key to try it

Spoiler alert: @TrueFace_ai is f*ckin’ rad.  Tweet This!

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