Lace
Lace is a Mountain View-based AI software company that analyzes phone calls to identify missed sales opportunities for customer service teams. The 77-person company raised $19M in seed funding in April 2025.
The growth story
Lace grew from 15 to 77 employees between 2023 and 2026, raising $19M along the way, most recently a Seed in April 2025.
About
Lace sells AI software that processes customer service phone calls to spot potential sales that agents missed. The system aims to help service teams convert more calls into revenue.
The company has grown to 77 employees since its 2022 founding, with engineering making up its largest department. Its $19M seed round in 2025 suggests rapid early growth, though headcount expansion rates are unclear.
Founders and leadership
Engineering is Lace's largest department with 20 staff, accounting for over a quarter of its 77-person workforce. The company operates with a relatively flat structure typical of early-stage startups.
The Lace org chart
Boris Valkov (Co-Founder & CEO) leads 13 mapped leaders with 6 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 24 (+60% YoY), Sales 14 (0% YoY), Business Development 7 (0% YoY), Customer Success and Support 6 (+50% YoY), Operations 4 (+33% YoY), Arts and Design 4 (+33% YoY).
Talent flow
Lace draws heavily from local tech companies, with HALO Precision Diagnostics, Leanplum, and VMware being top talent sources. Alumni have moved to roles at NVIDIA and smaller startups like Airframe and Pylon.
Most common previous employers of Lace staff: HALO Precision Diagnostics (8), Leanplum by CleverTap (7), VMware (7), Westernacher Solutions (3), Payhawk (3), Musala Soft (3). Former Lace employees most often moved to OneForma (1), Airframe (1), Pylon (1), Growth Wiser (1), Kenect (1), NVIDIA (1).
Web traffic
Traffic mix: 91% direct, 7% search, 1% social, 0% paid.
What this company is made of
Most common skills at Lace: Java (19), JavaScript (19), Object-Oriented Programming (OOP) (17), Leadership (17), Software as a Service (SaaS) (16), Customer Service (16), Public Speaking (15), Teamwork (15).
Where the team actually sits
Lace people are concentrated in Bulgaria (16), Sofia City, Bulgaria (7), San Francisco Bay Area (4), California, United States (4).
Search footprint
Lace attracts about 63 organic search visits a month, traffic worth roughly $0K a month if bought through ads. It gained 16 ranking keywords and lost 11 in the last period.
Frequently asked
Lace has 77 employees as of September 2026.
Lace has raised $19M in total, most recently a Seed round in April 2025.
Lace was founded in 2022 by Boris Valkov, Stanislav Stoyanov.
Boris Valkov (Co-Founder & CEO) sits at the top of Lace's reporting structure, with 6 direct reports.
The most common previous employers of current Lace staff are HALO Precision Diagnostics (8 people), Leanplum by CleverTap (7 people), VMware (7 people).
Former Lace employees most often move to OneForma (1), Airframe (1), Pylon (1).
Lace attracts about 63 organic search visits a month, worth roughly $0K a month in equivalent ad spend.
The most common skills among Lace staff are Java, JavaScript, Object-Oriented Programming (OOP), Leadership, Software as a Service (SaaS).
Lace staff are concentrated in Bulgaria (16), Sofia City, Bulgaria (7), San Francisco Bay Area (4).
Lace has about 24 people in Engineering, up 60% over the past year, as of September 2026.
Lace has about 14 people in Sales, up 0% over the past year, as of September 2026.
Computed from 43 current and 12 former Lace profiles, as of September 2026. Source: Crustdata.
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