Nectar Social, a Seattle-based startup, has emerged from stealth mode with $10.6 million in funding. The company, founded by sisters Misbah Uraizee and Farah Uraizee in 2023, aims to help brands connect with consumers on social media platforms through personalized conversations using artificial intelligence. The Uraizee sisters previously worked at Meta in product management and engineering roles.
They are now leveraging their tech experience to engage with Gen Z and Gen Alpha consumers. Now every customer journey starts with a Reddit search, a TikTok scroll, or an influencer recommendation,” said Farah Uraizee. “Ignore it and you’ll get left in the dust.”
Nectar’s AI tools monitor online comments and videos to gain insights into consumer sentiment.
The startup tracks social interactions all the way to purchases, helping brands discover products, make recommendations, and build relationships that lead to sales.
Nectar Social gains investor support
The recent funding round was co-led by notable investors, including Sophia Amoruso, BAM Ventures, Mercury Fund, Charge Ventures, Flying Fish Ventures, XRC Ventures, and FAB Ventures.
Consumer behavior has fundamentally shifted toward social-first discovery, where purchase decisions begin with social content,” one of the investors noted. “Misbah and Farah have built the answer to this problem.”
Flying Fish Ventures, based in Seattle, had previously led a $2 million pre-seed round, which is included in the $10.6 million announced. Nectar currently employs 12 people, with an engineering office in Seattle and a sales and marketing hub in New York City.
The startup’s customers include GLAMNETIC, Solawave, Olipop, and Jones Road Beauty, focusing on sectors such as consumer goods, beauty, wellness, food and beverage, software services, and lifestyle products. While other companies like Shanghai-based SuperOrdinary, Algolia, Rebuy, and Loup offer similar social media-driven marketing solutions, the Uraizees believe their company stands out by providing data that clearly illustrates how social commerce efforts deliver results. As Nectar Social gears up for its public launch, the tech community will be closely watching to see how this newcomer will impact the social media landscape and help brands harness the potential of AI to drive greater engagement and revenue in the era of social-first commerce.