Pathee

About Pathee

Pathee Inc. was established in January 2012 as tritrue by Shinsuke Terada. Terada, who holds a doctorate in Information Science and Engineering and previously worked as a researcher at Hitachi, founded the company after leaving his corporate role, securing initial funding from Samurai Incubate. The company initially operated with a dual-pillar business model. It developed and ran 'Pathee,' a B2C shopping information media site that grew to achieve 15 million monthly page views and was recognized by Apple as one of the top 10 apps of 2016.

The second pillar was its B2B SaaS business, providing digital marketing support services to retail chains through platforms named 'Pathee Partner' and later 'STORECAST'. This service is designed for retail businesses, offering a digital promotion tool that semi-automates the management of store information across various online platforms, such as Google Maps and Google Shopping, to enhance customer foot traffic. The platform has been adopted by clients including apparel and specialty retailers.

The company's trajectory has been marked by several key financial and structural changes. Following earlier funding rounds, Pathee was acquired and became a subsidiary of Kakaku.com in September 2022. Subsequently, in January 2025, it was acquired by mov Inc., a company specializing in map-engine optimization (MEO) and reputation management services. Following this transition to new management, a strategic decision was made to cease operations of the consumer-facing 'Pathee' media site, which officially shut down on April 30, 2026. The firm now concentrates on its B2B services, integrating its retail marketing technology within the mov Inc. ecosystem.