Menlo Ventures backs Nectar, the agentic social OS scaling e.l.f. Beauty, Babylist, Figma, Graza, Liquid Death and many Fortune 500. Nectar Agent launches today.

PALO ALTO, Calif.--(BUSINESS WIRE)--

Nectar Social today announced a $30 million Series A led by Menlo Ventures and its Anthology Fund, created in partnership with Anthropic, with participation from True Ventures, GV (Google Ventures), and Gwyneth Paltrow’s Kinship Ventures. Founded by two sisters, Misbah and Farah Uraizee, both former Meta leaders, Nectar emerged from stealth in 2025. The company is also officially launching its Nectar Agent - the autonomous AI agent for modern marketing, available today.

"AI is creating infinite content. Brands now need infinite presence. The conversations that actually shape what people buy have moved into DMs, comments, and group chats…places no human team can realistically staff,” said Misbah Uraizee, CEO and co-founder of Nectar Social. “The brands that win this next decade will be the ones who show up in every one of them, in their own voice. That's what we built Nectar to make possible."

Nectar is the AI infrastructure for modern marketing. Nectar unifies social intelligence, community management, creator workflows, and conversational commerce in one system, with official data partnerships across Meta, TikTok, LinkedIn, Reddit, and X. Nectar Agent runs on top of it: autonomous, real-time, operating in the brand's voice across every conversation that matters. The brand team owns voice, strategy, and approvals. Nectar runs the operation.

"Social media moves faster than any team can and marketers are drowning or arriving too late. The only way to keep up is through AI that understands every story, video, or message and acts and flags in real time, with your brand's judgment built in," said Farah Uraizee, CTO and co-founder of Nectar Social. "That's what we built Nectar to be."

TRACTION

Less than a year out of stealth, Nectar already powers more than 10 million conversations a week across pre-purchase, post-purchase, and creator workflows growing 5x in the last three months alone. Each agent does the work of roughly 20 hours of manual effort per task per week, at the speed social actually moves: work most brand teams could never realistically staff.

"The software stack most brands built was designed for an era when the work happened on the interface. That's no longer true,” said Ekta Chopra, Chief Technology and AI officer at e.l.f. Beauty. “At e.l.f. Beauty, social is where discovery, decision, and loyalty actually happen. Nectar has combined our customer experience, influencer, social marketing, and insights work into one operating system, lifted response rates 60%, and given us the first clean line from a social conversation to revenue. Connected commerce isn't a vision anymore. This is what it looks like in production."

To date, Nectar has attributed $100 million in revenue back to social, engaged over 50 million consumers, and powers more than 80% of brand social interactions for the customers it serves.

"We invested in Nectar Social because of how much their customers love the product," said Amy Wu Martin, Partner at Menlo Ventures, who joins Nectar's board with this round. "They’re saving brands money and time by collapsing an antiquated marketing stack while driving net new revenues by opening social commerce channels. The ROI is immediate."

Nectar was founded in 2023 by sisters Misbah and Farah Uraizee, who spent their formative careers inside the platforms that built the modern social internet. As an engineering leader at Meta, Farah scaled Facebook Groups to over 1 billion users, building the infrastructure that turned passive scrolling into active community. Misbah led product for News Feed and Creator Monetization at Meta and X, shaping how billions of people discover content and how creators turn that discovery into revenue.

Three years in, Nectar is the operating system behind some of the most culturally relevant brands in the world. The Series A will accelerate engineering and applied AI hiring across Bay Area and New York, deepen platform partnerships, and expand Nectar Agent into new categories of brand work.

About Nectar Social

Nectar Social is the agentic social operating system for modern marketing. The company holds official data partnerships across Meta, TikTok, LinkedIn, Reddit, and X and its customers include e.l.f. Beauty, Babylist, Caraway, Liquid Death, Graza, Figma, and Kosas, alongside many Fortune 500 brands in home, beauty, technology, food and beverage. Learn more at nectarsocial.com.

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Source: Nectar Social