Opply secures $7.5m backed by Chalfen Ventures and Entrepreneurs First to grow AI platform for CPG brands

Opply, which builds an AI-powered operating platform for consumer packaged goods (CPG) brands, has raised $7.5 million in a funding round led by Chalfen Ventures. Index Ventures, Anthemis, Entrepreneurs First, In This Together and Ventures Together also took part.

The round brings in backing from Entrepreneurs First and Chalfen Ventures, both long-standing names in the UK investment scene, alongside Index Ventures, which has deep London roots despite its international footprint. Their participation underlines continued investor appetite for AI tools aimed at unglamorous but costly operational problems in physical goods industries.

What Opply does

Founded by Helen Murphy and Martin Postel, Opply has built what it calls an agentic AI platform that automates operational processes for CPG brands, covering sourcing, procurement, financing and supply chain management. The company combines AI agents, proprietary data, a large supplier network and flexible financing options, with the stated aim of helping businesses cut costs, improve efficiency and scale.

Opply positions itself as distinct from platforms that simply provide analysis or match buyers with suppliers. Its AI agents are designed to execute tasks directly, managing inventory, coordinating production and overseeing deliveries, reducing the need for manual intervention from brand teams.

The company is targeting the CPG sector specifically, an industry Murphy, Opply’s co-founder and chief executive, describes as hampered by fragmented and manual supply chains.

“Our AI technology doesn’t just tell brands what needs to be done. It does the work, managing everything from sourcing and procurement to payments and supply chains,” Murphy said. “This latest funding gives us the opportunity to bring that model to many more businesses, from ambitious emerging brands to major global players.”

What the money will be used for

According to the company, the new funding will go towards bringing Opply’s platform to a wider range of CPG businesses, spanning emerging brands through to larger international companies. No specific breakdown of hiring plans, headcount or go-to-market spend was disclosed in the announcement.

What it means

For Opply, the $7.5 million injection gives it runway to push its agentic AI proposition beyond its current customer base and compete for larger, more established CPG clients alongside smaller emerging brands. The involvement of Chalfen Ventures as lead investor, with Entrepreneurs First and Index Ventures among the backers, signals confidence from UK-connected venture capital in applying agentic AI to supply chain and procurement work, an area that has drawn growing interest as businesses look to automate operationally heavy processes rather than simply analyse them.

For the wider UK ecosystem, the round adds to a run of funding activity around AI tools built for specific industry verticals rather than general-purpose applications, with investors continuing to back founders targeting concrete, measurable efficiency gains in sectors like consumer goods and logistics.

What to watch next

Attention now turns to how quickly Opply can convert this funding into new enterprise customers, particularly larger international CPG companies, and whether the agentic approach to supply chain execution proves durable as competitors in the AI-for-operations space scale up their own offerings.