Opply
Category: AI in Supply Chain / Logistics
Opply builds Brain, an agentic AI operating system that runs sourcing, procurement, supplier payments, financing and compliance for consumer packaged goods (CPG) brands. Opply was founded in 2021. The company is led by Helen Murphy. Based in London, United Kingdom. Team size: 11-50. Total funding raised: $11.5M. Latest round: Series A. Key investors include Chalfen Ventures, Index Ventures, Anthemis, Entrepreneurs First, In This Together, Ventures Together.
- Founded
- 2021
- Headquarters
- London, United Kingdom
- Team size
- 11-50
- Total funding
- $11.5M
Value proposition
Opply's AI agents carry out CPG operations instead of only recommending actions. They find suppliers, place and track purchase orders, verify compliance documents and pay suppliers, and brands get up to 90-day payment terms. This gives emerging brands buying power and operational capacity similar to major CPG companies.
Products and solutions
Brain (agentic AI operating system), Supplier Sourcing, Group Purchasing, Co-Manufacturer Sourcing, Purchase Order Automation, Supplier Performance Tracking (OTIF/lead times), Supply Chain Alerts, Extended Payment Terms (up to 90 days), Accounts Payable Dashboard, Compliance Management
Unique value
One system combines AI agents, proprietary procurement data, a network of thousands of vetted suppliers and embedded financing. The agents do the operational work themselves and ask for approval before committing a brand's money.
Target customer
Emerging and scaling CPG brands, mainly food and beverage, in the UK, Europe and the US, plus larger global CPG companies. Users are founders, operations leaders and finance teams.
Industries served
Consumer Packaged Goods, Food & Beverage, Supply Chain & Procurement, Embedded B2B Finance
Technology advantage
Opply pairs its supplier marketplace and procurement data with a working-capital financing layer and AI agents that execute tasks. It claims 98% on-time in-full delivery. Each order makes Brain smarter for that brand, which forms a vertical AI moat in CPG operations.
How they differentiate
Opply focuses vertically on CPG and SME/emerging brands, with a built-in supplier network, group purchasing and 90-day payment-term financing. Freehand serves enterprise spend (e.g. Meta, Unilever) and Didero targets manufacturers and distributors.
Main competitors
Freehand, Didero, Magentic
Key partnerships
Entrepreneurs First (founding talent investor/incubator)
Notable customers
Agua de Madre, RMBR (US kombucha brand)
Major milestones
2021: founded in London via Entrepreneurs First. 2022-06: raised a $4M (£3.31M) seed round. 2025: opened Chicago office for US expansion. Moved from supplier marketplace to the Brain agentic AI platform. 2026-10: raised $7.5M led by Chalfen Ventures with Index Ventures. Awards: UK Startup Awards Startup of the Year (Technology Services), Corporate LiveWire Supply Chain Specialist of the Year.
Growth metrics
Gross revenue grew 15x over the past 12 months, and US operations grew 30x since the Chicago launch in 2025. The supplier network has thousands of qualified suppliers, and Opply claims 98% on-time in-full delivery.
Market positioning
Opply is a vertical AI platform for CPG operations, combining agentic procurement with embedded finance for brands. It has raised less than its AI procurement rivals but reports 15x gross revenue growth.
Geographic focus
UK, Europe and North America (London HQ; Chicago US office opened 2025)
About Helen Murphy
Ex-Procter & Gamble Sales & Operations, where she managed P&G's largest e-commerce account; Ex-Bain consultant; founded her own pet and baby food consumer brand; University of Durham MEng (Mechanical Engineering). Entrepreneurs First alum.
Latest news about Opply
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Official website: https://www.opply.com