What it sells
firmly is an agentic commerce platform that lets shoppers buy in AI agents, articles, marketplaces, ads and CTV; firmly Connect lets merchants sell through any AI agent with zero merchant engineering.
Business model breakdown
Distribution: how it reaches customers
"Get started" signup; merchant and destination programs.
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| 2026-11-09 | Series A | $15M | — | news.google.com |
| 2026-11-08 | — | $15M | — | news.google.com |
| 2026-11-07 | — | $15M | Squarepoint (lead), J.P. Morgan Payments, Mastercard | news.google.com |
| 2026-11-06 | Series A | $15M | Squarepoint Capital (lead) | pulse2.com |
| 2026-11-06 | Series A | $15M | — | news.google.com |
| 2026-11-06 | Series A | $15M | — | news.google.com |
| 2026-11-06 | Series A | $15M | Squarepoint Capital (lead) | news.google.com |
| 2026-11-06 | Series A | $15M | — | thesaasnews.com |
| 2026-11-05 | Series A | $15M | — | news.google.com |
| 2026-11-05 | — | $15M | — | news.google.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-11-10.