PSG and ShieldCo acquire venture-backed Traction Guest

US growth equity firm PSG and ShieldCo have acquired Traction Guest, a Vancouver-based provider of cloud visitor management and workforce security software.

US growth equity firm PSG and ShieldCo have acquired Traction Guest, a Vancouver-based provider of cloud visitor management and workforce security software. No financial terms were disclosed. Founded in 2015, Traction Guest was funded by Bessemer Venture Partners, Salesforce Ventures and other investors. ShieldCo, a visitor management platform, is backed by PSG.


BOSTON–(BUSINESS WIRE)–PSG, a leading growth equity firm partnering with middle-market software and technology-enabled services companies, in combination with ShieldCo, a PSG V portfolio company focused on building the visitor management space, announced the acquisition of Traction Guest, a provider of cloud-based visitor management and workforce security software.

Today’s announcement marks ShieldCo’s second investment. In September 2021, ShieldCo invested in Sign In App, a provider of workplace risk management software solutions. Jeff Gordon, a Senior Advisor at PSG1, will lead the new operating company, ShieldCo. Keith Metcalfe will continue to lead and focus on growing the Traction Guest business as CEO and will also join the ShieldCo senior leadership team, along with Dan Harding, CEO of Sign In App.

“Visitor management and workforce security represents a $12 billion addressable market worldwide, bolstered by increasing demand for simple, clear and compelling tools. With that, we believe Traction Guest and Sign In App have the potential to forge the future of the industry,” said Jeff Gordon, CEO of ShieldCo and Senior Advisor at PSG. “With the backing of PSG V, we’re excited to offer visitor management solutions to small, mid and large-scale organizations around the world.”

Headquartered in Vancouver, Canada, Traction Guest serves hundreds of partners and enterprise customers with industry-leading features and integrations. Recently named 5th on the Deloitte Technology Fast 50™ Canada list, the Traction Guest platform has become a critical tool across a variety of industries ranging from financial offices to manufacturing plants.

“We developed our low-code platform to allow organizations to easily deploy the adaptable solutions they need to confront the ever-evolving risk landscape. Recognizing the many challenges facing enterprise security leaders, we’re excited to build on our innovation heritage and support even more customer requirements now with PSG’s support,” said Keith Metcalfe, CEO of Traction Guest.

“The European market continues to see substantial interest for simple, safe and effective visitor management solutions. Our initial success with European clients continues to prove our broad appeal. We look forward to collaborating with the Traction Guest and ShieldCo teams to further our mission to deliver a holistic platform that makes workplace risk management simple and effective,” said Dan Harding, CEO of Sign In App.

About ShieldCo
ShieldCo is a Visitor, Identity, and Risk Management SaaS leader, providing solutions to manage visitors, employees, workspaces, and beyond with our visitor management software (VMS) solutions. ShieldCo is backed by PSG V. To learn more about ShieldCo, visit