Emlen raises US$4.2 million

The start-up based in Saarbrücken and Berlin aims to provide B2B customers with a "Netflix-like" shopping experience. Emlen has now received 4.2 million US dollars in its seed financing round.

Emlen has raised 4.2 million US dollars in its seed financing round. The money comes from the Cologne-based fund Coparion and the investment arm of the Montan-Stiftung-Saar, Montan-Ventures-Saar. The existing investor Holzer Group and various business angels, including from the management teams of Personio and Finoa, are also involved. Emlen intends to invest the money in its platform and expand its team.

Founded in 2020, the start-up aims to create a "Netflix-like" purchasing experience in B2B sales. With the help of the Saarbrücken-based company, sales and marketing teams can create a personalized buying experience quickly and without extensive IT knowledge. Emlen's offering is used by companies such as Orderbird, Candis and Logward.

"Nearly 80 percent of today's B2B buyers say their buying experience was too complex or difficult. With Emlen, we will simplify this experience for everyone involved and pursue the vision of turning B2B sales into a commodity," says Marc Grewenig, who founded Emlen together with Kristian Kauper and Max Ulbrich.