Pie draws Amex Ventures backing after $19.5M Series A
What's the deal? PieDealroom has a profile for this one. Try Dealroom →, an AI-powered customer acquisition platform for small businesses, has secured an undisclosed early-stage investment from Amex VenturesDealroom has a profile for this one. Try Dealroom →, the corporate venture arm of American ExpressDealroom has a profile for this one. Try Dealroom →. The deal follows the startup's emergence from stealth in June and a $19.5 million Series A.
Who backed it? That Series A was led by Lightspeed Venture Partners, with participation from Capital One VenturesDealroom has a profile for this one. Try Dealroom →, Max Levchin's SciFi VCDealroom has a profile for this one. Try Dealroom →, F-Prime, Commerce Ventures, WEX Venture CapitalDealroom has a profile for this one. Try Dealroom →, and existing backers.
What's the endgame? Pie helps small businesses find new customers rather than manage another tool. "They wanted more customers, not another tool to manage," says CEO and co-founder Syed Ali, adding the company takes "a revenue first approach to growth."
How does it work? Pie embeds its capabilities into vertical software platforms that already serve small businesses, connecting local discovery activity to outcomes like calls, bookings, and revenue.
Early traction: It recently teamed with MoeGoDealroom has a profile for this one. Try Dealroom →, whose software serves over 10,000 pet care businesses. Participating businesses have generated an average 15x return on ad spend in the first few weeks, according to MoeGo co-founder Emma Chen.
Why Amex? "We are constantly on the lookout for innovations that deliver differentiated value to small businesses," says Margaret Lim, managing director at Amex Ventures. The investment gives Pie a strategic backer with deep reach into the small business market.
The signal: Pie's approach reflects a shift away from marketing dashboards toward embedded, results-driven tools. By partnering with software platforms rather than selling directly, it aims to meet small businesses where they already operate.
Read more: Retail Technology Innovation Hub
Image credit: Generated with Gemini
