Auckland-based Auror has quietly become a global force in the fight against retail crime, as stores worldwide turn to technology to stem the tide of theft, violence, and organized criminal activity. The company, which provides software for recording and analyzing incidents of theft and repeat offending across store networks, now operates in more than 85,000 retail locations globally. Its annual revenue has surged by 60% in the past year, a testament to the growing urgency among retailers to deploy intelligence-driven solutions in the face of escalating crime.
Much of Auror’s growth is being driven by its existing customers, who are expanding the platform into new international markets. Founder and CEO Phil Thomson has described this demand as a “pull” from retailers themselves, who see the value in Auror’s ability to connect disparate incidents, share intelligence across store networks, and collaborate with law enforcement. “What’s really cool is that we’re being pulled by our customers—they’re seeing the value in what we do, and so they’re pulling us into markets that they’ve got stores in as well,” Thomson told BNZ Business Breakfast.
Despite its global footprint, Auror remains deeply rooted in New Zealand, where it continues to overinvest in product development and customer support. Though only about 10% of its revenue currently comes from the domestic market, Thomson emphasized that New Zealand serves as a critical testbed for innovation. “We overinvest, over-optimize here,” he said. “It’s a great place to start a company and as a test market.”
The Rise of Auror: From Kiwi Startup to Global Retail Security Leader
Founded in Auckland, Auror has seen explosive growth in recent years, culminating in a landmark Series C funding round of $82 million in late 2024. The round was led by US security company Axon, valuing Auror at over $500 million. This infusion of capital has fueled Auror’s expansion into new markets, including the United States, where the company has had to rebuild credibility from scratch. Thomson recounted that in the US, potential customers often asked, “Are you a US company? Who are your US customers? And where is New Zealand?”—despite Auror’s strong reputation in its home market, and Australia.
Breaking into overseas markets required Auror to start over in terms of establishing trust, a challenge Thomson described as both humbling and necessary. “Even though we had great credibility down here in New Zealand and Australia, we had to start again,” he said. Today, Auror’s platform is used by some of the world’s largest retailers and over 3,000 law enforcement agencies, helping to connect incidents and streamline responses to organized retail crime.
Balancing Technology with Privacy Concerns
As Auror’s reach has expanded, so too has scrutiny over its use of facial recognition technology. The company’s core platform does not operate as a camera operator or hardware provider, but its optional Subject Recognition feature can integrate with retailer camera systems. Auror has implemented strict governance controls to ensure that sensitive information—such as race, ethnicity, religion, or political affiliation—cannot be entered into the system.
Internationally, facial recognition technology has faced growing scrutiny over concerns about accuracy, consent, and data privacy. New Zealand’s Office of the Privacy Commissioner has previously warned that businesses using such technology must ensure its use is necessary, proportionate, and compliant with privacy laws. Thomson acknowledged these concerns but emphasized Auror’s commitment to safeguards. “We want to make it really easy to do the right thing and hard to do the wrong thing,” he said, adding that the company believes “the good honest shopper is never impacted.”
Thomson also noted that Auror’s technology helps retailers and police respond more effectively to organized retail crime. “The police being more efficient is never a bad thing if they’re solving more crime,” he said. Auror’s platform enables retailers to quickly file incident reports, share intelligence, and collaborate with law enforcement, turning isolated events into actionable data.
The Impact on Retailers and Communities
Organized retail crime is a global problem, with losses reaching billions annually. Auror’s platform helps retailers mitigate these losses by providing real-time insights and enabling faster responses to incidents. The company’s 2025 Retail Crime Insights Report, based on data from over two million reported events, highlights a 9% increase in the value of retail crime loss compared to the previous year and a 35% rise in the number of serious events reported.
For retailers, the benefits of Auror’s platform are clear: reduced losses, improved safety, and enhanced collaboration with law enforcement. For communities, the impact is equally significant, as more efficient crime-solving can lead to safer public spaces and reduced repeat offenses.
What’s Next for Auror
Looking ahead, Auror is focused on further expanding its global reach and deepening its partnerships with retailers and law enforcement. The company’s next major checkpoint will be the rollout of new features designed to enhance its Subject Recognition capabilities while maintaining rigorous privacy standards. Auror’s commitment to innovation and its proactive approach to addressing retail crime position it as a key player in the evolving landscape of public safety technology.
As Auror continues to grow, its story reflects a broader trend: the increasing reliance on technology to combat crime in an era where traditional methods are no longer sufficient. For retailers and communities alike, Auror’s success offers a glimpse into a future where data-driven intelligence can make a tangible difference in the fight against organized crime.
For more information on Auror’s platform and its impact on retail security, visit the Auror website or download their 2025 Retail Crime Insights Report.
This article discusses the use of technology in retail security and privacy considerations. For legal or privacy-related advice, consult a qualified professional.
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