Welcoming Pender Ventures to accelerate our growth

Traction Rec began as an opportunity to power a purpose, to support nonprofit community centers and enable them to operate efficiently, and build meaningful relationships with the communities they serve. Built on Salesforce, Traction Rec is a best-in-class program and member management CRM solution that helps community centers and nonprofit organizations efficiently and thoughtfully engage with its members and staff.

At the heart is our desire to enable YMCAs, Jewish Community Centers and Boys & Girls Clubs of America to deliver their mission with measurable impact. These organizations trust us to support, improve, and better their community operations, and it is through our customer connections that we have grown into better understanding their constituents on a deeper level.

"There’s so much potential in Traction Rec. The company brings immense talent to the table and has demonstrated the value of their solutions to organizations of every size."

We are proud to continually drive the expansion of our products and quality of services inspired directly by our customers, and this investment will help support our goal to have the resources to deliver.

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"I’m excited to welcome the Pender Ventures team to the Traction Rec and Salesforce Ventures family and to build on an already strong foundation of impact and growth in the Salesforce ecosystem."

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“I’m excited to welcome the Pender Ventures team to the Traction Rec and Salesforce Ventures family and to build on an already strong foundation of impact and growth in the Salesforce ecosystem. We are grateful to these investors for believing in our work, vision, and mission to accelerate forward the innovation of products, delivery of services, and grow our community of customers,” said Lara Gilchrist, CEO of Traction Rec.

‍Pender Ventures is a Vancouver-based venture capital investor with a focus on data-centric technology. Pender is joining us with an exceptionally strong value alignment; to support causes with positive impacts on communities and uphold high governance standards to promote inclusiveness.

“There’s so much potential in Traction Rec. The company brings immense talent to the table and has demonstrated the value of their solutions to organizations of every size,” said Maria Pacella of Pender Ventures. “We heard amazing feedback from Traction Rec’s customers about why they love the product. Hearing things like “Traction Rec is transformative to our JCC”, “We implemented Traction Rec and there are no limitations – If we can dream it we can do it.””,

“Our program providers can focus more time on delivering programs, not entering data in our systems.”, etc. validates how Traction Rec’s core value proposition resonates strongly with customers. We are looking forward to being a valuable partner for Lara and supporting further business growth for the entire team at Traction Rec.”

Maria Pacella who currently heads up Pender Ventures brings over 22 years of operational and investing experience in emerging growth companies. She joins the Traction Rec Board of Directors, alongside Lara Gilchrist, Greg Malpass (Entrepreneur, Founder & Board Member), and Neil Patil (CEO of Uncommon Purpose).

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About Pender Ventures

Pender Ventures is a thesis-driven venture capital investor focused on B2B software and health tech startups at the inflection point between commercialization and scale. As hands-on, high-conviction investors, Pender Ventures’ diverse team leverages decades of experience to add operational and strategic value to its portfolio companies. Learn more at penderventures.com.

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