Opply raises $7.5m for AI that buys and finances stock for consumer brands
Chalfen Ventures leads the round for a company whose software places orders and pays suppliers on a brand’s behalf, and which says its US business grew 30-fold in a year
- Lead investor: Chalfen Ventures
- Also investing: Index Ventures, Anthemis, Entrepreneurs First, In This Together and Ventures Together
- Founded in 2021 by Helen Murphy and Martin Postel
- US business launched from Chicago in 2025
- Operates across Europe and North America
A vendor that places and pays for orders sits between a brand and its manufacturers, so terms, payment timing and the record of who agreed what run through the vendor’s system rather than the brand’s own buyers. Because Opply funds the purchases it places, a brand can buy stock without paying from its own cash first, on credit terms Opply has not published. Changing vendor then means moving supplier relationships and a credit line, not only data.
“Our AI technology doesn’t just tell brands what needs to be done. It does the work, managing everything from sourcing and procurement to payments and supply chains.”Helen Murphy, co-founder and chief executive, Opply
Opply, which runs sourcing, procurement and supply operations for consumer packaged goods (CPG) brands, has raised $7.5m (£5.6m), the company announced on 21 October. Opply says its gross revenue grew 15-fold in the 12 months before the round.
The software is aimed first at food and drink brands. Its agents, sold as Opply Brain, draw on the company’s own data and supplier network to handle sourcing, plan production, manage stock and logistics and arrange financing. Opply says that takes it past tools that analyze operations and leave the buying to staff, because it executes and finances the transactions itself.
The 30-fold US growth figure is the company’s own and covers the 12 months since it opened there. Opply names two customers, Agua de Madre, a drinks brand, and RMBR, a US kombucha brand. It cites results including cost cuts of 40% and a 12-fold return on investment within 12 months; both are Opply’s own figures and have not been independently verified.
Mike Chalfen, founder of Chalfen Ventures, said he had backed the team at the start and described Opply as having “the potential to become the operational backbone” of the CPG industry. Helen Murphy, co-founder and chief executive, said the money will take the model to more businesses, from emerging brands to large global companies.
Sources
- Opply, “Opply raises $7.5M after 15x growth to bring agentic AI to CPG operations”, press release (PR Newswire), 21 October 2026. https://www.prnewswire.com/news-releases/opply-raises-7-5m-after-15x-growth-to-bring-agentic-ai-to-cpg-operations-302914661.html
- Tech.eu, “Opply raises $7.5M to expand its agentic AI platform for CPG brands”, Tamara Djurickovic, 21 October 2026. https://tech.eu/2026/10/21/opply-raises-75m-to-expand-its-agentic-ai-platform-for-cpg-brands/
