Two Ex‑Meta Sisters Raised $30 Million to Automate Every Brand Conversation Happening Where Marketing Teams Cannot Follow
Farah Uraizee spent years at Meta building the infrastructure that transformed Facebook Groups from a feature into a community platform with over one billion active users. Her sister Misbah Uraizee spent her career on the other side of the discovery equation, leading product for Facebook's News Feed and Creator Monetization, shaping how billions of people find content and how the creators of that content turn attention into revenue.
They watched the social internet's architecture change, and then they watched what that change meant for brand marketing. By 2023, they had seen enough to found Nectar Social: an AI marketing operating system that addresses the specific breakdown those architectural changes created.
The AI‑powered marketing platform Nectar Social announced Thursday that it raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, which was created alongside Anthropic. The round also included participation from True Ventures, GV, and Gwyneth Paltrow's Kinship Ventures. Alongside the funding, Nectar simultaneously launched its Nectar Agent, the autonomous AI product at the center of its platform, available to enterprise customers starting today.
The Marketing Problem That Nobody Built a Solution For
"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 math behind this statement is straightforward and commercially important. A brand with a hundred thousand followers across Instagram, TikTok, LinkedIn, Reddit, and X receives thousands of comments, direct messages, community mentions, and group conversations every week. The vast majority of these interactions never receive a response. The marketing team that runs the brand's official accounts does not have the staff, the tools, or the workflow to monitor and engage with all of them. Most of the conversations that happen around a brand, in the places where actual purchase decisions are influenced, are invisible to the marketing function.
According to Nectar's own research, 95% of brand conversations occur beyond tags and hashtags, evading legacy listening tools and capturing just one‑third of feedback. Legacy social media management platforms, including Sprout Social, Hootsuite, and Brandwatch, were built to publish and schedule content, measure reach and impressions, and aggregate the conversations that explicitly mention a brand. They were not built to find and engage with the untagged, untracked conversations happening in comments sections, DMs, and community threads where brand reputation is actually being formed.
Nectar told TechCrunch that it uses autonomous AI agents to help brands run "social activity, moderation, creator workflows, competitive intelligence and commerce conversations end‑to‑end." It also has data partnerships with companies like Meta and Reddit that allow the Nectar agent to pull and pool data into one place from various platforms, rather than brands needing to use different tools to manage different platforms.
The company holds official data partnerships across Meta, TikTok, LinkedIn, Reddit, and X. 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.
Why the Menlo Anthology Fund Matters More Than the Dollar Amount
The lead investor in this round is not Menlo Ventures alone. The round was 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.
The Anthology Fund is a specific and commercially significant investment vehicle. Created in partnership with Anthropic, it targets companies building on or around advanced AI models, and portfolio companies receive early access to Claude models and technical collaboration with Anthropic's engineering teams. For a company like Nectar, whose autonomous agents require frontier language model capabilities to understand brand voice, parse community sentiment, and generate on‑brand responses across thousands of simultaneous conversations, having Anthropic as a technical partner rather than just an API vendor is a meaningful product advantage.
Today, Menlo Ventures is leading Nectar Social's $30M Series A, alongside True Ventures and Google Ventures, through the Menlo Anthology Fund, created in partnership with Anthropic.
Amy Wu Martin, Partner at Menlo Ventures and the new Nectar board member, described the investment thesis in commercial terms: "We invested in Nectar Social because of how much their customers love the product. 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."
The Founders and Their Founding Edge
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.
This background is not just a credibility signal for investors. It is the specific institutional knowledge that makes the product architecturally different from what a team without platform‑side experience could build. Farah's infrastructure background means Nectar is built to handle the data volumes and API integrations that operating across five major social platforms simultaneously requires. Misbah's product experience at News Feed means the company's content and engagement strategy recommendations are built around how platform algorithms actually work, not how they are described in marketing documentation.
The social media management market stands at $36.4B in 2026, projected to reach $171.6B by 2033 at 24.8% CAGR per Grand View Research. The segment of that market that Nectar is targeting, the agentic marketing layer that operates where human teams cannot, is the fastest growing and least served portion of it.
The $30 million will fund expansion across applied AI, engineering, and go‑to‑market functions, with particular focus on the enterprise accounts that generate the six‑figure deal sizes that Menlo's investment thesis requires.
