Seattle-based startup Nectar Social, founded by sisters Misbah and Farah Uraizee, has officially come out of stealth mode, announcing a $10.6 million funding round to accelerate its social commerce platform. Launched in 2023, Nectar Social is transforming how brands engage with younger audiences like Gen Z and Gen Alpha by harnessing the power of AI-driven, social-first marketing.
The co-founders, both former Meta employees with experience in product management and engineering, aim to disrupt traditional digital marketing approaches that rely heavily on ads, emails, and text methods that are increasingly being tuned out by consumers. “Every customer journey now begins with a Reddit search, a TikTok scroll, or an influencer shout-out,” said Farah Uraizee in a LinkedIn video. “Brands that fail to adapt will be left behind.”
Nectar’s tools allow companies to not only reach consumers directly through personalized conversations on social platforms but also offer product recommendations, entertainment, and relationship-building, all while tracking real-time sentiment and purchases stemming from social interactions.
AI and Analytics at the Core of Nectar’s Approach
Nectar Social sets itself apart by using AI technology to monitor online discussions and influencer content, extracting valuable insights about consumer sentiment and brand perception. This allows companies to track the impact of social engagement from initial interaction to final purchase, offering a data-backed view of social commerce success.
The $10.6 million in funding was co-led by Tony Conrad of True Ventures and Frederique Dame of Google Ventures (GV). Several prominent investors participated, including Sophia Amoruso, BAM Ventures, Mercury Fund, Charge Ventures, Flying Fish Ventures, XRC Ventures, and FAB Ventures. Flying Fish had previously led a $2 million pre-seed round, which is included in the newly announced funding total.
Commenting on the need for Nectar’s solution, Conrad noted, “Consumer behavior has fundamentally shifted toward social-first discovery. Yet most brands still rely on disconnected tools not built for this reality. Misbah and Farah have created the solution businesses need.”
The startup currently operates with a 12-member team, split between its engineering headquarters in Seattle and a sales and marketing office in New York City.
Shaping the Future of Social Commerce
Nectar Social is already working with a range of well-known consumer brands, including GLAMNETIC, Solawave, Olipop, and Jones Road Beauty. The company’s primary focus is on sectors such as consumer goods, beauty, wellness, food and beverage, software services, and lifestyle products.
While other companies like Shanghai-based SuperOrdinary (valued at $800 million), Algolia, Rebuy, and Loup also offer social media marketing tools, Nectar Social claims a key differentiator: it provides clear, data-driven insight into how social efforts convert into actual sales.
With personalized engagement, real-time analytics, and AI-powered outreach at its core, Nectar Social is not only aligning with evolving consumer behavior but also aiming to lead the charge in transforming social commerce into a measurable and scalable marketing channel.
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