auror.co
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Auror: The Retail Safety OS
How a 53-person team built the platform for loss prevention leaders
In a world where retail shrink is a $100B+ problem, Auror isn't just selling software—they're building the operating system for physical store safety. While most startups chase flashy consumer apps, this New Zealand-born company is quietly dominating the high-stakes world of Loss Prevention, powering thousands of stores for global retailers.
"Auror proves you don't need a massive team to build an enterprise moat—just deep domain expertise and relentless focus on a painful problem."
The Enterprise Flywheel
With 50% direct traffic, Auror has achieved what most B2B SaaS companies dream of: brand-driven adoption. Their traffic isn't driven by SEO spam or paid ads—it's driven by retail security professionals who know the platform. When a director at a major retailer needs to report incidents, track organized crime rings, or analyze patterns, they go directly to auror.co. This isn't accidental; it's the result of building something so essential that it becomes part of the job.
The Stealth Scale Play
Auror's 40% organic search traffic reveals a different strategy than typical SaaS companies. They're not fighting for generic keywords. Instead, they own their brand and niche terms like 'auror retail' and 'auror australian police'—specific queries from professionals already in the ecosystem. This is a company that grew without relying on VC-funded growth hacking, building a sustainable business that prioritizes profitability over vanity metrics.
The tech stack tells a story of pragmatic modernity. They use jQuery alongside GSAP and Tailwind CSS—this isn't a company obsessed with chasing the latest JavaScript framework. They're using AWS and Cloudflare for reliable infrastructure, Google Analytics for measurement, and a tech stack that prioritizes stability over hype. This is a team that understands their customers need reliability, not experimental code.
- Deep vertical focus: Loss prevention teams in retail, not generic 'security' solutions
- Geographic concentration: Strong APAC presence indicated by Australian police searches
- Executive-led growth: CEO Phil Thomson and commercial officer Rhodri Thomas driving partnerships
- Platform approach: Not just an app, but an ecosystem for safety professionals
The Quiet Giant of Retail Safety
Auror proves that boring industries with real pain points create the most defensible businesses. While others chase trends, they're building the infrastructure for retail safety—one incident report at a time.
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Auror - Retail Crime Intelligence & Loss Prevention Platform
The platform for retailers focused on improving safety, productivity, and profitability. Auror is used by leading Loss Prevention teams in thousands of stores.
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About auror.co
The platform for retailers focused on improving safety, productivity, and profitability. Auror is used by leading Loss Prevention teams in thousands of stores.
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Technology Stack
auror.co uses 21 technologies across their website including Vimeo, Google Fonts, Okta, and more.
Video
Vimeo
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Google Fonts
Authentication
Okta
Security
HSTS
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PHP
CDN
jsDelivr
Traffic & Audience
auror.co receives approximately 62.7K monthly visitors and ranks #453,777 globally. The website has a bounce rate of 40% with visitors viewing an average of 4.2 pages per visit. Users spend an average of 2:04 on the site.
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