This week, Spangle AI, an agentic infrastructure layer announced a $15M Series A. The round was led by NewRoad Capital Partners, with participation from Madrona, DNX Ventures, Streamlined Ventures, and strategic angel investors, bringing total funding to $21M.
The funding comes as shopping decisions increasingly form on AI search, social platforms, recommendation engines, and emerging agents before customers ever reach brand websites.
“Having built unified AI systems at Amazon, including Alexa and customer service workflow automation at massive scale, we saw what’s broken in traditional e-commerce stacks: fragmented data, slow feedback cycles, no intelligence layer tying it together,” said Fei Wang, CTO of Spangle and former Amazon principal engineer leading Alexa and customer service technologies.
“Spangle bridges that gap. We’re building infrastructure where AI-driven discovery and on-site execution operate as one intelligence layer, connecting upstream intent to real-time conversion,” said Maju Kuruvilla, CEO of Spangle.
“Traditional commerce stacks were not designed for unified experiences,” said Wang, referring to his tenure as CTO of Saks Off Fifth. “LLMs and agentic systems have made this level of integration achievable for the first time. Two years ago, this wasn’t economically or technically viable. Today, with Spangle, it is.”
Spangle makes brand commerce stacks agentic. ProductGPT, a commerce-specific reasoning engine tailored to each brand, learns their products, ad context, shopper intent, and what drives conversion. Seller Agents execute in real time, feeding insights back to ProductGPT. Every interaction increases the intelligence of the infrastructure layer.
“Spangle’s intelligence truly gets smarter with every session and interaction,” said Rickie Koo, partner at DNX Ventures. “Many attempt this, but it’s rare to see a data moat deepen this efficiently and translate into revenue outcomes this quickly.”
“When we led Spangle’s seed round, we saw a team tackling commerce’s most expensive inefficiency: paid traffic conversion,” said Scott Jacobson, managing director at Madrona. “There’s no shortage of AI hype, but Spangle stands apart for its agentic solution already delivering major performance gains for global brands. That combination of innovation and proven impact is why we’re excited to double down.”
Spangle will use the funding to accelerate R&D-advancing its AI models, expanding agentic infrastructure, and scaling the engineering team to stay ahead as the market evolves.
