Building the Unit Identity Rail for physical goods.
SecureTap TRU™ exists for one reason: the physical world is missing an identity layer. When custody breaks, identity evaporates—and fraud, counterfeits, and value leakage scale.
TRU is the Truth Rail: unit identity → rail verification → enforced outcomes across retail, resale, returns, service, and marketplaces.
Why now
Physical goods moved into an internet-native environment: global marketplaces, instant resale, reverse logistics at scale. The old trust model—custody, paper, intermediaries—doesn't survive modern channels.
- • Marketplaces amplify counterfeit reach
- • Resale normalizes secondary channels
- • Returns systems are exploited at industrial scale
- • Brands lack unit-level enforcement tools
Identity evaporates when custody breaks.
TRU closes the identity gap by issuing unit identity, enabling verification events, and enforcing outcomes at the moment the unit is handled.
What we're building
TRU is an infrastructure layer that turns physical units into verifiable assets—without requiring an app.
- • Unit identity issuance model (source or controlled encoding)
- • Truth Rail verification flows at desk/dock/service/resale touchpoints
- • Outcome enforcement (eligibility, authenticity, channel status)
- • Event trails that create measurable signals and defensible evidence
Principles
TRU is built to be infrastructure: neutral, enforceable, and measurable. These principles guide every deployment.
Most systems rely on custody and paperwork. TRU is built for the reality that custody breaks—and truth must persist at the unit level.
- • Unit identity that survives channel movement
- • Verification events, not paperwork trust
Dashboards don't stop fraud. TRU is designed to produce outcomes: eligible/ineligible, authentic/not, allowed/off-channel.
- • Rules on the rail
- • Outcomes at the moment of interaction
TRU is built to create measurable signals: where counterfeits cluster, where diversion starts, where returns contaminate inventory.
- • Operational metrics
- • Defensible trails for disputes and investigations
Team
We're building TRU with a bias toward real-world enforcement: hardware security, unit serialization, channel operations, and enterprise integration.
Rich Hudec
Founder & CEO
Davin Young
Co-Founder & CTO
Ben Chancey
Director
Vito Roppo
General Counsel
Richard Catalina
IP Attorney
James Cobb
Chief Strategy Officer
If unit truth matters, TRU fits.
Tell us your category and your primary failure mode. We'll show the right flow.