Firmly
Firmly is a Seattle-based agentic commerce infrastructure company founded in 2019.
Position in SVTRnew
Snapshot 2026-11-06- Startup SignalsTop 50%
- Retail & MarketingTop 50%
- AgentsTop 50%
- PaymentsRankedof 33
- E-commerce#5of 16
About
Firmly is a Seattle-based agentic commerce infrastructure company founded in 2019. Its firmly Connect platform lets merchants connect catalog, inventory and checkout to AI shopping agents, marketplaces, social channels and shoppable ads without code while remaining merchant of record; partners include Perplexity, PayPal, Salesforce AppExchange, CJ and USA Today.
Full tier & rationale — an SVTR Intelligence benefit
Capital graph
Company· 12
Investor· 10
Founders / team· 2
Funding history
- 2026-11-05Series A$15M
Investors · SquarePoint Capital, J.P. Morgan Payments, Mastercard, Samsung Next, Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies, Versus VenturesSource · globenewswire.com ↗
Comparable companies· by market
This company
BusinessLatest roundTotal raisedDate- Firmly
Firmly is a Seattle-based agentic commerce infrastructure company founded in 2019.
Series A · $20M · 2026-11
$20M
United States
BusinessLatest roundTotal raisedDate- Santé
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—
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Series B · $45M · 2026-07
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Other / unspecified
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$29M
$29M - BackChannel
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Confirmed rounds only. Matched on subsector, sector, stage and funding scale — each verifiable on the company profiles.
Investors that may fit
Y Combinator
35 Retail & Marketing deals in the last 24 months · 31 at a nearby stage · 29 in Seattle Metro
Request intro →General Catalyst
13 Retail & Marketing deals in the last 24 months · 9 at a nearby stage · 9 in Seattle Metro
Request intro →Lightspeed
13 Retail & Marketing deals in the last 24 months · 9 at a nearby stage · 8 in Seattle Metro
Request intro →Bessemer Venture Partners
10 Retail & Marketing deals in the last 24 months · 9 at a nearby stage · 4 in Seattle Metro
Request intro →Sequoia Capital
9 Retail & Marketing deals in the last 24 months · 5 at a nearby stage · 9 in Seattle Metro
Request intro →Kleiner Perkins
9 Retail & Marketing deals in the last 24 months · 7 at a nearby stage · 8 in Seattle Metro
Request intro →Ranked by each firm’s deals in this sector over the last 24 months, weighted by nearby stage and shared geography. Indicative only — no rating judgment.