Some founders build software. Some founders build software because they have been the one holding the flashlight at 2 a.m., staring at a broken system and thinking, there has to be a better way.
Jason Veiock has been that guy. Now Jason, Founder and CEO of Bearing, just closed a $4.5M oversubscribed seed round to bring physical security operations into the modern era. AZ-VC led the round, with High Alpha, PHX Ventures, and Lightbank backing the vision. Scottsdale, Arizona just got a little louder in the enterprise tech conversation.
Let’s talk about the name for a second. Bearing. In security, if you lose your bearing, you lose the room. You lose the perimeter. You lose the narrative. And in most enterprises, physical security has been running on instinct, spreadsheets, and tribal knowledge while the rest of the company lives inside structured workflows. Bearing is about orientation. Clarity. Direction. A single source of truth built natively on the ServiceNow Platform.
Bearing is not duct-taped onto ServiceNow. It is purpose-built on it. That means physical security data and workflows finally sit where the enterprise already operates. Workflow Data Fabric. AI. Automation. Not as a buzzword buffet, but as operational muscle. The seed capital will accelerate product development and team growth, specifically enabling enterprises to use ServiceNow AI Agents to automate physical security workflows. Agentic AI in a guard booth world that still runs on email chains feels like the future arriving without knocking.
Jason Veiock did not dream this up from a whiteboard in a coworking space. Over 25 years across security, intelligence, and law enforcement. Senior physical security leadership at GoDaddy. Service as a U.S. Air Force space operations officer. Federal agent roles with Diplomatic Security and Homeland Security Investigations. When someone with that résumé says physical security is underserved by software, investors listen.
High Alpha helped launch the company in partnership with ServiceNow. That is not random chemistry. That is platform strategy meeting practitioner pain. AZ-VC stepping in to lead the seed tells you this is more than a niche tool. It is infrastructure for enterprises that are tired of running global security operations on disconnected systems.
The business takeaway is clean. Build where your customers already live. Speak the language of the operator, not just the CIO. And when your founder has lived the chaos, the product carries a different weight.
