Partnering with Legacy Brands for a Digital Future
TruLata Holdings empowers successful businesses to achieve their next stage of growth. We have comprehensive digital expertise and operational support to help you scale, innovate, and secure your legacy.
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Building on Your Success
TruLata Holdings represents the investment arm of TruLata. We partner with startups and established businesses that are ready to unlock their full potential in the digital age. Our mission extends beyond traditional investment. We identify companies with proven track records and help them achieve transformative growth through strategic innovation, operational excellence, and comprehensive digital transformation.
We believe in building upon your legacy, not replacing it. Whether you are a family business ready to embrace new technologies, a scaled small business seeking an exit strategy, or an entrepreneur who has hit a growth plateau, we provide the resources and expertise to help you navigate the complexities of the modern market. Our approach combines financial partnership with hands-on operational support, ensuring that your business not only scales but thrives in an increasingly digital economy.
Flexible Partnerships. Proven Results.
At TruLata Holdings, we recognize that every business has unique needs, goals, and challenges. That is why we offer flexible partnership models tailored to your specific situation. We are more than just investors. We are operational partners dedicated to your success. Our approach combines digital expertise with hands-on support to drive growth and create long-term value.
Our team has a proven track record of success in building and selling companies, as well as facilitating successful acquisitions across multiple industries, including software, e-commerce, fintech, and healthcare technology. We bring deep operational and digital expertise to every partnership, helping you scale your business, optimize your operations, and prepare for a successful exit when the time is right.
What Sets Us Apart
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We roll up our sleeves and work alongside you to improve processes, enhance customer experiences, and drive revenue growth. We understand software and online decision-making to catapult business logistics and lead generation.
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Our team specializes in leveraging cutting-edge technologies, AI-driven insights, and data analytics to modernize your business and position it for sustainable growth.
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Whether you are planning to sell in the near term or building long-term value, we help you create and execute a strategic roadmap that maximizes your return.
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From equity investments to strategic partnerships and acquisitions, we structure deals that align with your vision and goals.
Investing in Innovation Across Industries
Portfolio Company: Giggles & You
Industry: Luxury Consumer Goods (Children's Brand)
About Giggle & You
Giggle and You is a luxury children's brand currently in its pre-launch phase. With a focus on quality, craftsmanship, and timeless design, Giggle and You is set to redefine the children's luxury market. The brand is committed to creating products that are not only beautiful but also built to last, offering families heirloom-quality pieces that can be cherished for generations.
TruLata Holdings is excited to partner with Giggle and You to bring their vision to life. We are providing the operational support, digital marketing expertise, and strategic guidance needed to launch successfully and build a brand that resonates with discerning families around the world.
Portfolio Company: PayAssure
Industry: Fintech
About PayAssure
PayAssure is a fintech company dedicated to providing financial security and peace of mind to government workers. In a strategic partnership, TruLata Holdings has joined forces with PayAssure to protect and support this vital segment of the workforce. PayAssure offers innovative solutions to help government employees manage their finances, navigate economic uncertainty, and achieve financial stability.
As government workers face increasing challenges, including potential shutdowns and economic volatility, PayAssure provides critical tools and resources to ensure their financial well-being. TruLata Holdings is proud to support PayAssure in its mission to serve those who serve our communities.
We are proud to partner with innovative companies that are poised for significant growth. Our portfolio represents a diverse range of industries, from fintech to luxury consumer goods, all united by a strong vision, a commitment to excellence, and the potential for transformative impact.
Our Leadership
Trace Gordon, CEO
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Chief Executive Officer
Tracewell Gordon is a highly successful serial entrepreneur and business consultant who began his professional career in accounting for a large firm in Los Angeles. From there, Trace attended graduate school in Washington DC, where he studied Business Analytics and Corporate Law at the Catholic University of America. He has since completed Executive Education programs in Strategy and Management at Harvard Business School.
While studying in DC, Trace founded, grew, and sold his first startup. He has since founded and consulted for countless other businesses, consistently playing instrumental roles in their successful growth. At TruLata, Trace utilizes his breadth of knowledge and experience to dramatically improve operational and marketing processes, helping clients drive sales and increase online visibility through cutting-edge technologies and innovative solutions.
Trace's expertise in building, scaling, and exiting businesses makes him an invaluable partner for companies looking to achieve their next stage of growth.
Tiffany Bednar, President
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President, TruLata Holdings
Tiffany Bednar is the President of TruLata Holdings, where she leads partnership strategy, operational integration, and long-term value creation across the firm’s portfolio. She works directly with founders and ownership teams to modernize growth systems, strengthen operations, and position businesses for durable scale or successful exit.
Tiffany is an experienced operator and deal-side partner with a track record of guiding companies through complex growth and transaction moments. Most notably, she served as a key strategic advisor to a healthcare organization navigating private equity interest, supporting the leadership team through market research, valuation positioning, investor targeting, and pitch development. Her counsel played a central role in helping the company secure the right private equity partner and complete a successful transaction.
In addition to her investment work, Tiffany recently launched a healthcare software company designed to improve operational decision-making and customer experience within clinical and services-based environments. She also serves as President of TruLata Marketing Services, where she has led enterprise-level digital transformation initiatives for regulated and growth-stage organizations.
Across her career, Tiffany has founded, scaled, and advised multiple successful companies, consistently operating at the intersection of strategy, execution, and technology. She is known for her ability to translate complexity into clear operating systems, align stakeholders around shared objectives, and protect the long-term integrity of founder-led businesses during periods of change.
As President of TruLata Holdings, Tiffany brings an owner’s mindset, institutional-level discipline, and hands-on operational leadership to every partnership. Her focus is not short-term optimization, but the stewardship of businesses built to last.
Abhishek Kishore, Strategic Growth Advisor and Partner | Global Operator
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Strategic Growth Advisor and Partner | Global Operator | Business Strategist
Abhishek Kishore is a global business strategist with over 15 years of experience leading market expansion, international operations, and enterprise growth across high-compliance and highly regulated sectors. As Strategic Growth Advisor and Partner at TruLata, Abhishek helps guide the firm’s growth consulting practice, advising clients on scalable go-to-market strategies, global expansion, and revenue optimization. His expertise lies in aligning commercial strategy with operational discipline—particularly in complex, cross-border business environments.
Before joining TruLata, Abhishek served as Managing Director – International and Head of Marketing at OCR Services Inc., where he built the company’s international sales infrastructure from the ground up. His leadership drove multimillion-dollar growth and significantly expanded the company’s presence across key markets in EMEA and APAC. He also led the firm’s marketing transformation—combining digital execution with strategic partnerships and global events to establish brand leadership in a competitive compliance tech landscape.
Previously, he served as Deputy Managing Director – India at the U.S.-India Business Council, under the U.S. Chamber of Commerce. In that role, Abhishek restructured and scaled the India office, built a high-performing team, and served as a trusted commercial advisor to Fortune 500 executives and senior government officials across both countries. His work directly supported policy advocacy, trade facilitation, and bilateral investment across critical sectors.17
Earlier in his career, Abhishek led growth efforts at Axtria, where he expanded the firm’s big data and cloud services in Southern California—growing revenues from initial contracts in the hundreds of thousands to recurring multimillion-dollar engagements. He has also served as a strategic advisor to early-stage tech companies, supporting founders on product-market fit, demand generation, and brand positioning.
At TruLata, Abhishek focuses on international growth planning, global partnership development, and strategic advisory for scaling ventures. He also plays a key role in investor relations, firm positioning, and cross-sector expansion.
He holds a Master’s degree in International Business from The Fletcher School at Tufts University, with a focus on global strategy and economic diplomacy.
Is Your Business Ready for the Next Chapter?
We are actively seeking to partner with businesses that have achieved success and are ready to scale, innovate, or prepare for a successful exit. If you have built a strong business and are looking for a strategic partner to help you achieve your goals, we want to hear from you.
At TruLata Holdings, we understand the challenges and opportunities that come with scaling a business. We have been there ourselves, and we are committed to helping you navigate this critical phase with confidence and clarity. Whether you are looking for operational support, digital transformation, or exit planning, we are here to help.
Ideal Partner Profile
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You have a proven track record, a loyal customer base, and a solid foundation. You are ready to take your business to the next level but need the capital, expertise, or operational support to get there.
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You have built something meaningful and want to ensure its continued success. You are looking for a partner who will respect your vision while helping you modernize and grow.
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You have experienced initial success and are ready to scale. You need strategic guidance, digital transformation, and operational expertise to accelerate your growth trajectory.
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You are planning to exit your business in the next few years and want to maximize its value. You need a partner who can help you optimize operations, enhance profitability, and position your company for a successful sale.
Industries of Interest
While we are open to opportunities across a wide range of industries, we have particular expertise and interest in the following sectors:
E-commerce and Consumer Goods
Fintech and Financial Services
Healthcare Technology and Services
Software and SaaS
Professional Services
Any business is encouraged to reach out for a conversation.
Frequently Asked Questions
Still have questions? Take a look at the FAQ or reach out anytime. If you’re feeling ready, go ahead and apply.
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We invest in established businesses with strong foundations that are ready to scale, innovate, or prepare for a successful exit. We have particular expertise in e-commerce, fintech, healthcare technology, software, and professional services, but we are open to opportunities across a wide range of industries.
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We offer flexible partnership models tailored to your unique needs. This can include equity investments, strategic partnerships, acquisitions, or other structures. Beyond capital, we provide hands-on operational support, digital transformation expertise, and strategic guidance to help you achieve your goals.
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No. While we do work with business owners who are planning an exit, we also partner with companies that are focused on growth and long-term value creation. Our goal is to support you in achieving whatever vision you have for your business.
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Our level of involvement depends on your needs and preferences. We can take a hands-on approach, working closely with your team to improve operations and drive growth, or we can provide strategic guidance and support from a more advisory role. We tailor our involvement to what works best for you.
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Simply reach out to us directly. We will schedule a confidential consultation to learn more about your business and discuss how we can help you achieve your goals.