True Footage Raises $40M Series C Led by Socium

True Footage, a valuation and appraisal technology company, raised $40 million in a Series C led by Cox Enterprises’ Socium Ventures. The funding supports growth of its staff appraisal firm and expansion of its TrueTracks analytics software.

Founded in 2021 as an “anti-AMC” model using W-2 staff appraisers, True Footage says it has completed millions of appraisals and now runs more than 20% of its volume through its platform. The company’s approach standardizes data collection and feeds analytics back to appraisers to tighten judgment-heavy steps like time adjustments, market analysis, and comparable selection.

Founder John Liss said the company is positioning for appraisal modernization as the industry enters what he describes as a critical AI phase.