# firmly

> Merchant-side agentic commerce infrastructure connecting live catalog, checkout and payments to AI assistants, publishers and marketplaces.

## Why it is interesting

Firmly announced a $15M Series A led by Squarepoint Capital on November 5, 2026 and launched Ask Agent, a JavaScript-embedded shopping assistant. Its merchant-of-record approach connects channel experiences without replacing the merchant's payment processor or order ownership; company-reported access to 11M+ merchants and $900B GMV is potential addressable merchant volume, not firmly revenue.

## Profile

- **Latest funding:** Series A — $15M (November 5, 2026)
- **Latest known valuation:** Undisclosed (November 5, 2026)
- **Total disclosed equity funding:** $15M
- **Stage:** series-a
- **Status:** private
- **Industries:** N/A
- **Coverage:** full
- **Last updated:** 2026-11-07T17:00:00.000Z
- **Latest funding investors:** Squarepoint Capital, J.P. Morgan Payments, Mastercard, Samsung NEXT, Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies, Versus Ventures

## Key facts

- $15M Series A announced November 5, 2026; Squarepoint Capital led; approximately $20M cumulative disclosed financing.
- Other participants include J.P. Morgan Payments, Mastercard, Samsung NEXT, Alumni Ventures, ARK Invest, Benhamou Global Ventures, Granada Funds, Hike Ventures, The Mercantile Companies and Versus Ventures.
- Firmly Connect preserves existing merchant payment processor, customer ownership, inventory and merchant-of-record responsibilities.
- Firmly says its infrastructure can reach 11M+ merchants and merchants generating $900B+ GMV. This is not firmly's processed volume or revenue.
- Ask Agent launched alongside the Series A, with early selected merchant deployments reporting up to 18% conversion and 23% average-order-value uplift; samples and independent attribution not published.
- Pricing, revenue, valuation and transaction take-rate were not publicly disclosed.

## Funding history

- Series A · $15M · November 5, 2026
  Source: https://www.firmly.ai/blog/series-a

## Investors in our directory

- https://venturecapitaltracker.com/fund/samsung-next
- https://venturecapitaltracker.com/fund/alumni-ventures

**By:** [Venture Capital Tracker](https://venturecapitaltracker.com/editorial-policy)
**Last updated:** November 7, 2026

**Editorial note:** AI tools assisted with research, structure, or drafting. Venture Capital Tracker retains human editorial responsibility for factual accuracy, relevance, and source quality before publication.

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Source: https://venturecapitaltracker.com/startup/firmly-ai