Our Story

Alitheon® was launched in 2017 by some really smart people with tremendous real-world experience combining advanced mathematics and machine vision.  The goal was to tackle the real $2.3T problem of counterfeit goods, untraceable items, and poor identification of physical products.

The first chapter of our story , called Something from Nothing, was about creating the technology and proving to ourselves that it worked. With many a mistake along the way and more than a few proverbial rabbit holes, we were ready to move on to our next chapter – Going to Market. We are now providing our amazing FeaturePrint solution to customers, enabling them to do things they could only imagine before.

With over 45 issued patents, Alitheon is leading the innovation and disrupting this industry.



Our Vision for the Future


People trust that items are what they think they are by easily and rapidly identifying anything, anywhere, anytime, with just a camera.

council of elders

Mike Hay
The Edge Man

(Head of Applications)

Lisa Fulle
Queen of Cash

(Head of Finance)

Mark Tocci
The Wizzard

(Head of Technology)

Phil Derbyshire
The European

(Head of Customer Integrations,
GM Europe)

Andrey Shur
The Keeper

(Head of Program Management)

Bob Combs
The Tinkerer

(Head of Services & Infrastructure)

Roei Ganzarski

The Head in Headache


Dave Ross

The Godfather

Chief Scientist)


(Board of Directors)

Latest News

oct 24, 2023  |  time

Alitheon's FeaturePrint® Named Among TIME Best Inventions of 2023

Every year for over two decades, TIME editors have highlighted the most impactful new products and ideas in TIME’s Best Inventions issue. To compile this year's list, we solicited nominations from TIME’s editors and correspondents around the world, and through an online application process, paying special attention to growing fields—such as AIgreen energy, and sustainability. We then evaluated each contender on a number of key factors, including originality, efficacy, ambition, and impact.

The result is a list of 200 groundbreaking inventions (and 50 special mention inventions)—including the world’s most powerful supercomputer, a game-changing entertainment venue, and a new shape—that are changing how we live, work, play, and think about what’s possible.

Read more


DEC 1, 2023  |  Specialty retail

Solving the Global Multi Trillion Dollar Problem of Counterfeit Goods

The problem of counterfeit products in the supply chain is an ever-growing threat. Logistics Management reported that counterfeiting is a trillion dollar issue and it is becoming increasingly harder to differentiate the fakes from the real thing. 

“Counterfeiting is a year-round occurrence and a growing problem,” says Roei Ganzarski, CEO at Alitheon. “The holidays magnify this issue as there is more shopping activity that happens in a short period of time. On top of that, many shoppers are now shopping online only, making it much easier for fake items to infiltrate the supply chain and put consumers at risk.”

Read more

oct 27, 2023  |  bloomberg

Aviation passengers are at risk — the industry needs to move quickly to deploy the right technologies to keep supply chains secure

By taking a photo of a piece — from a miniature screw to an engine cowling — startups such as Bellevue, Washington-based Alitheon Inc. can tell staff whether it’s on a list of genuine items. The system goes beyond basic image recognition, and is more akin to taking a human fingerprint.

Whereas a person can be identified from as few as 12 points on a finger, Alitheon’s FeaturePrint service can map and save 5,000 points from a picture. This allows an item to be matched even it has been damaged, defaced or worn. Such redundancy is crucial because maintenance personnel need to track used parts as well as new. Rather than store the entire photo, companies can summarize key information and store it as metadata with a serial number for that specific item.

Read more


Alitheon’s technology identifies parts by their own unique features so that no serial number is needed. The result is a new possibility for identifying parts, arguably better and more reliable than serial numbers.

modern machine shop

The FeaturePrint process allows the system to see an object once, and then verify it as often as needed over its lifetime.

SAE International