Calgary, AB, May 12th, 2025 – Traverse Analytics Inc., a Calgary-based soft-tech startup, announced today the launch of its flagship application, the Pre-Disaster Analytics Mapping System (PDAMS). PDAMS is a cloud-based digital literacy tool, developed to empower communities and corporations to traverse evolving risk landscapes, make data infused decisions, and prescribe enriched action. The application is designed with a strong emphasis on community empowerment, particularly for Indigenous leadership, rural municipalities, fire departments and high-risk industries. 

 “I have often been told that I see the “grey” in what some would perceive as black and white situations; a mantra that I try to intuitively apply to every facet of life,” says Amber Rushton, CEO and Founder of Traverse Analytics. I can compare “seeing the grey” to a well-known and often quoted musical adage; that to fully appreciate the music you need to listen to the space between the notes. As a former music teacher, that advanced a 20-year career in emergency management, business continuity, and industrial fire service management, I envisioned PDAMS as an application for leaders to tackle extreme weather events with precision and foresight – the provision of “seeing the grey”.  It is what I have lived through and witnessed to in the wake of a disaster, combined with my academic pedigree that drives the Traverse Team to this solution and lends to our passion to develop a much-needed pre-disaster analytics digital application and bring it to market.” 

Traverse Analytics is currently beta-testing with stakeholders across North America, offering pilot opportunities that align with local governance, cultural priorities and infrastructure challenges. PDAMS is being developed to uphold data sovereignty, enhance the user experience through its intuitive interface and foster cross-community collaboration. 

PDAMS is the only application that is applied as a precision-risk informed decision-making tool, centered on protecting lands, ensuring the preservation and safety of vital areas and cultural artifacts, community members, and critical infrastructure.  

Traverse Analytics is supported by Avatar Innovations and Alberta Innovates, whose investment in emerging technologies and community resilience has helped contribute to the success of the application development. 

Traverse Analytics is currently seeking diverse pilot opportunities in anticipation of its official market launch in Fall 2025. Interested partners are encouraged to schedule a consultation through the company’s website or LinkedIn page (launching May 16th). 

For more details, visit: www.traverseanalytics.com 

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 About Traverse Analytics Inc. 

A digital analytics company, Traverse Analytics Inc., was founded in Fall 2024, developing a pre-disaster analytics mapping system (PDAMS) that combines descriptive, predictive, and prescriptive analytics to predict extreme weather event impacts, prescribe risk mitigation action, empower leadership to make data-infused decisions and effectively manage resources and operational capacity. PDAMS is the bridge between vulnerable communities, aging infrastructure, and disaster resilience.  

PDAMS allows co-creating partners and future customers to anticipate what will happen, when it will happen and why. This provides each customer group with a data-infused community led tool that can aid in the minimization of damage, reduction in response times and enhance critical infrastructure resilience against extreme weather events. 

Media Contact 

Anantha Jagadeesh 
Communications & Marketing 
Traverse Analytics Inc. 
communications@traverseanalytics.org