TRACE Live Network

The firm's business model centers on connecting clients with professional genealogists, historians, DNA experts, and other specialists from a network spanning over 100 countries. This model aims to de-risk the research process for clients by matching their specific goals with vetted researchers, thereby managing costs and expectations. Revenue is generated by managing these research projects, which range from tracing family lines and proving relationships to supporting dual citizenship applications and analyzing DNA results. The company prides itself on accessing offline and global records that are not readily available online, utilizing researchers located near specific archives worldwide.

In 2021, Trace expanded its service offerings by launching a genealogy education division. This includes a variety of self-paced online courses covering topics such as genetic genealogy, researching immigrant ancestors, and using specific historical records like Sanborn Fire Insurance Maps. These courses are designed for both beginners and experienced family historians, providing a new revenue stream through course enrollment fees. The company was the first major genealogy research firm to formally integrate DNA test result interpretation from services like 23andMe and AncestryDNA with traditional family history research methods.