Opply, a London and Chicago agentic AI company for consumer packaged goods brands, has raised $7.5 million to put its software in charge of the work behind sourcing and supply chains. Chalfen Ventures led the round, with Index Ventures, Anthemis, Entrepreneurs First, In This Together and Ventures Together taking part, the company said on 21 October{:target="_blank"}.
Opply was founded in 2021 by Helen Murphy, its chief executive, and Martin Postel. In dollar terms the round is about £5.6 million.
Its platform, Opply Brain, combines specialised AI agents, proprietary data and a supplier network. It handles sourcing, procurement, financing, inventory, production planning and logistics, starting with food and drink brands.
What Opply does
Most CPG supply chains still run on spreadsheets, email and phone calls. Opply's pitch is that its agents do that work rather than advise on it.
"CPG supply chains have remained fragmented and manual for far too long," Murphy said. "It does the work, managing everything from sourcing and procurement to payments and supply chains."
The system covers the full path from finding an ingredient supplier to paying them, with a financing product sitting alongside the software. That financing piece matters for small brands, which often wait on cash while they buy stock ahead of sales. It is the same problem Adfin is tackling for UK small businesses on the payments side, through a different route.
How fast is it growing?
Opply says gross revenue grew 15-fold over the past 12 months. Its US business grew 30-fold in the same period after it opened Chicago operations in 2025, according to Pulse 2{:target="_blank"}.
Named customers include Agua de Madre{:target="_blank"}, a UK water kefir brand, and RMBR, a US kombucha maker. Opply reports that deployments have produced cost reductions of up to 40% and a 12-fold return on investment within a year. Those are the company's own figures.
"Opply has all the ingredients to become a globally significant business," said Mike Chalfen, founder of Chalfen Ventures, who backed the team early.
Where the money is going
Investors are backing systems that run an operation end to end rather than tools that sit beside a human and make suggestions. That is the shift the "agentic" label is standing in for, and it is pulling in money across the board. The British Business Bank's £180m commitment to six AI and deeptech funds points at the same trend from the fund side.
For a wider view of how UK rounds are tracking this year, Bizztor keeps a running UK startup funding data page.
What this means for UK founders
Opply is a UK-founded company selling into one of the largest and least digitised markets there is. Allied Market Research puts the global CPG market on track for $18.9 trillion by 2031, and most of its back office still runs by hand.
For founders building in operations, procurement or logistics, the bar is moving. The question is no longer whether software can inform a decision, but whether a brand will let it make and act on one. That is a harder sell, and it is where the next wave of these companies will be judged.
The round size is modest next to the claims, and the stage was not disclosed. The figures on growth and returns come from Opply, not independent audits, so they are worth treating as direction rather than proof. The real test is whether larger CPG groups, not just challenger brands, hand procurement over to an agent.
