Opply banks $7.5M from Chalfen Ventures and Index to put AI agents in charge of procurement

Opply has raised $7.5 million in fresh funding, with Chalfen Ventures leading the round and Index Ventures among the backers. For a London startup that says its revenue has grown 15 times in the past year, the money is a vote for a very specific kind of AI: software that doesn’t just advise procurement teams, but actually does the buying.

The company was founded in 2021 by Helen Murphy and Martin Postel, with help from Entrepreneurs First. Murphy came from Procter & Gamble, where she ran its biggest e-commerce account, and later started a pet and baby food business. Postel, who trained at ETH Zurich and is now chief technology officer, helped build Opply’s first product, a marketplace that connected small food and drink brands with suppliers.

That marketplace has since turned into Brain, Opply’s system of AI agents for consumer packaged goods brands. The software finds suppliers, places and tracks purchase orders, checks compliance documents, and pays suppliers on the brand’s behalf. Opply says brands repay it within 90 days. The company also says Brain still asks for approval before spending a brand’s money, even if the pitch is very much “the software does the work.”

The growth story is the other half of the pitch. Opply says gross revenue climbed 15x over 12 months, while its U.S. operations grew 30x after starting in Chicago in 2025. It also points to customer results: the London drinks brand Agua de Madre and the U.S. kombucha brand RMBR reportedly saw cost cuts of 40% and a 12-fold return on investment within a year, helped in part by longer payment terms and a higher credit limit.

This round is not huge by the standards of AI procurement. Freehand raised $75 million, Didero raised $30 million, and Magentic closed an $18 million Series A. Opply is aiming at a different lane, though: narrower, more vertical, and built around the awkward part of procurement that still runs on email, spreadsheets, and trust.