We’ve Raised $30M to bring AI to CPG Brands

Today, we’re excited to announce that we’ve raised $30M in Series B funding, led by Centana Growth Partners, a specialized growth equity firm that invests in the evolving financial services ecosystem.

This milestone marks an important step in our journey as we evolve from a leading trade promotion management platform to a comprehensive AI-enabled solution for CPG brands.

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From Trade Management Excellence to Financial Innovation

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This announcement follows a remarkable year for us at Vividly. In 2024, we helped our customers manage over $2.6 billion in trade spend, onboarded 50 industry-leading brands, and delivered 62 customer-driven platform enhancements.

These achievements underscore our leadership in the trade promotion management space and set the stage for our expanded vision.

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Advancing Financial Operations Through Technology

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While TPM remains the cornerstone of our success, we’ve also begun to explore new frontiers in financial technology.

Our work with brands like Liquid Death, Harry’s, and Health-Ade has inspired us to expand our impact beyond trade promotions. With our latest innovations —Transcend AI and Cash Application—we’re addressing the broader financial needs of the CPG industry:

• Transcend AI: Our AI-driven module delivers predictive insights and strategic recommendations, empowering brands to make data-driven trade promotion decisions.
• Cash Application: We’re modernizing accounts receivable by automating payment matching and streamlining financial workflows.

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Strategic Growth and Innovation Plans

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This new funding will accelerate our efforts to redefine financial operations in the CPG sector, while deepening the AI-nativeness within our core TPM. Here’s how we plan to put it to work:

• Expanding our AI capabilities to provide deeper predictive insights like estimated lift, promotion timing and performance, and accrual patterns.
• Enhancing our automated decision support for trade planning and analysis, as well as our AI search functionality.
• Building new financial tools tailored to the unique challenges of CPG brands.
• Growing our engineering and product teams to drive innovation at a faster pace.
• Strengthening platform integrations to create a seamless trade and financial management ecosystem.

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“This investment represents more than just a capital raise—it’s a commitment to revolutionizing how CPG brands approach financial operations,” says Johnathan Hodge, our CEO. “With Transcend AI and our expanding financial suite, we’re creating the infrastructure that will define the future of CPG finance.”

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Matt Alfieri, Partner at Centana Growth Partners, shares our vision.

“Vividly has demonstrated an exceptional ability to innovate and deliver value to its customers. Their vision for the future of financial operations in the CPG space is compelling, and we’re thrilled to support their mission to transform the industry.”

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Proven Impact and Performance

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Our platform has already delivered measurable results for our customers, including:

• 93% improvement in planning accuracy for select customers.
• Millions in recovered deductions.
• Over 260,000 promotions planned in 2024.
• More than 2,500 CPG professionals actively using our platform.

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Shaping the Future of CPG Finance

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As we enter this next phase of growth, our focus remains on advancing financial operations for CPG brands. Whether you’re looking to optimize trade spend, automate financial workflows, or embrace data-driven decision-making, our expanded platform will provide comprehensive solutions to meet your needs.

We’re incredibly excited for what’s ahead. For more information about how we can help your brand, visit govividly.com.

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About Us
At Vividly, we’re dedicated to transforming financial operations for CPG brands. From trade spend optimization to automated financial workflows, our platform combines advanced AI technology with deep industry expertise to help brands achieve operational excellence and drive sustainable growth.

About Centana Growth Partners
Centana Growth Partners is a specialized growth equity firm that invests in the future of finance. With decades of experience in financial services, Centana partners with companies across the ecosystem to accelerate growth, deliver innovation, and add strategic value. Visit centanagrowth.com to learn more.