Funding Watch: The Localogy Global Investment Roundup

Funding Watch is Localogy’s series that tracks funding to SMB-focused startups and tech providers. See the rest of the series here.


Things continue to heat up in SMB Saas. For those unfamiliar, this sector is represented by companies that build software tools for small businesses. It’s everything from “front of the house” marketing and customer acquisition tools, to “back of the house,” operational management (think: payroll).

This is a wide range of companies and opportunities, as shown in Localogy Insider’s daily coverage. As a byproduct of that editorial process, we’re exposed to lots of deal flow (even in the current environment). So for the latest Funding Watch post, we’re rounding up recent SMB-Saas funding inflows.

Here’s the latest roundup of the top 10-funding rounds, listed in order of investment dollars. Similar to the last few roundups, this batch continues to reflect Covid-era demand signals and investor theses.


— Munich-based Pricefx has raised $65 million in Series C funding from Apax Digital and Digital+ Partners. The company provides price optimization management software that lets companies of any size devise product pricing strategies that best meet current market factors.

Lattice has raised a $45 million Series D round from Tiger Global, Frontline Ventures, Founders Fund, Khosla Ventures, Thrive Capital Partners, Fuel Capital, and Y Combinator. The company’s software helps track, reward and set goal achievement for employees, including remote-work.

— Indian B2B manufacturing goods marketplace Zetwork has received $21 million from Greenoaks, Accel, Kae Capital, Lightspeed and Sequoia Capital India. The company provides a way for local businesses to source custom manufacturing materials.

— Flower supply-chain startup Colvin has raised a $15 million Series B round led by Milano Investment Partners, with participation from P101 and Samaipata. The company’s technology optimizes the supply chain for the floral industry, including sourcing products and last-mile logistics.

— Nigerian e-commerce startup TradeDepot has raised $10 million from Partech, International Finance Corp., Women Entrepreneurs Finance Initiative, and MSA Capital. The company connects international CPG brands to small businesses in Africa to form distribution partnerships.

Psychiatrist-marketplace startup Ahead has raised $9 million in funding led by Truepill. The company helps connect patients with psychiatrists, including Telehealth communications, prescription fulfillment and other remote care that lets ADHD, Depression and anxiety sufferers receive care while sheltering in place.

Sales optimization startup SetSail has received a $7 million investment led by Wing Venture Capital, with participation from Operator Collective and Team8. The company brings more data-informed nuance to compensating sales professionals more equitably, including attributing true value — both before and after deals close.

— Zoom-based software company Macro has raised a $4.3 million seed round from FirstMark Capital, General Catalyst, Underscore VC and several angels. The company works with Zoom’s SDK to create a new front-end experience that’s built for dynamic meetings and remote-work interaction.

eCommerce platform PopShop has closed a $3 million funding round, led by Floodgate and Abstract Ventures, with participation from Long Journey Ventures, Cyan and Scott Banister, Shrug Capital, Backend Capital and Halogen Ventures.  The company provides streaming video technologies for SMBs and small sellers to pitch their products a la QVC.

Healthcare startup Nayya has raised $2.7 million in seed funding from Social Leverage, Guardian Strategic Ventures, Cameron Ventures, Soma Capital, and other angels. The company’s software helps small businesses optimize employee healthcare packages, including AI-driven tools to help them choose the right plan.

Honorable Mention: Nasa grants $50 million to SMBs that can pitch innovative ideas for space tech.

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