Nectar Social: Rewriting the Modern Marketing Playbook

The buying conversation has left the channels marketers can see. Gen Z spends nearly 2.5 hours a day on social media, but the decisions increasingly happen in DMs, group chats, comment threads, and communities—the places traditional marketing tools were built to monitor, not act on. Meanwhile, the channels brands can see are getting commoditized. Performance ads are flooded with AI-generated creative. Email and SMS are saturated. Brands spend more than $750B a year on digital ads chasing diminishing returns, while the conversations that actually shape intent move further out of reach.

The result is a widening gap between where brands spend and the places where influence moves. The deeper shift: AI is generating infinite content, which means brands now need infinite presence. No human team can show up in every conversation that matters. The only path forward is agents, and the only agents worth deploying are ones that understand the conversation, speak in brand voice, and tie back to revenue. 

Meet Nectar Social: The Agentic Marketing System

Nectar Social is building that system. It collapses the legacy marketing stack across social intelligence, community engagement, influencer tools, customer experience, and social analytics into one agentic operating system. Four layers make it work:

• Context. Official data partnerships across Meta, TikTok, LinkedIn, Reddit, and X. Every conversation, every creator signal, every cultural moment flows into one engine in real time. Without it, agents are guessing.
• Brand judgment. Voice, guidelines, and approval workflows the brand team owns. Marketers stay in control of strategy and tone; Nectar runs the operation.
• Action. Autonomous agents that engage across DMs, comments, threads, and creator outreach—in real time, at a scale no team could staff.
• Attribution. A closed loop from a single conversation back to revenue, for the first time.

The result is that social commerce becomes operational and measurable. The brand team becomes operators with great taste. Nectar scales the rest.

Nectar is operating at meaningful scale less than a year out of stealth: 10M+ autonomous conversations per week, up 5x in the last three months. They’ve attributed $100M of revenue across these conversations and have engaged 50M users across customers like e.l.f. Beauty and Liquid Death. 

Two Sisters Who’ve Scaled to a Billion Users

We first met Misbah and Farah Uraizee in late 2024 and were struck by the rare fit between who they are and what they’re building. Farah built the infrastructure that turned passive scrolling into an active community, scaling Facebook Groups to over one billion users. Misbah shaped how billions of people discover content and how creators turn that discovery into revenue, leading product for News Feed and creator monetization at Meta and X.

Now they are combining both—infrastructure and discovery—at the brand layer. It’s a uniquely complete vantage point. In the year since we first met, we’ve watched them emerge from stealth, close multiple six-figure enterprise deals, recruit an exceptional team from Meta, Patreon, Scale AI, and Zoom CX, and maintain absolute clarity on where the market is going and what they are building. Today, we’re announcing that Menlo Ventures is leading Nectar Social’s $30M Series A, alongside True Ventures and Google Ventures, through our Menlo Anthology Fund, created in partnership with Anthropic. We’re thrilled to partner with Misbah, Farah, and the team to build the agentic operating system for modern marketing.