Ashley Brindamour AVG Blog February 9, 2021

Enable: A Leading Collaboration Platform for Trading Agreements

An enterprise platform intended to help manage rebates, discounts, royalties, and more

Enable: A Leading Collaboration Platform for Trading Agreements

February 9, 2021 | Ashley Brindamour

Rebate marketing improves customer engagement by offering rewards over discounts. The advantages of rebates include valuable sales incentives, more affordable marketing, attracting new buyers, and improved customer data. Even with the increasing complexity and volume of rebate deals, manual processes and software — like Microsoft Excel — are still commonly used. These archaic tools are inefficient for the logistical and technical side of handling rebates.

Enable, an Alumni Ventures Group portfolio company, is aiming to solve this problem with a comprehensive rebate management platform. The company allows both manufacturers and distributors to more quickly and easily plan, execute, and track trading agreements involving rebates, discounts, royalties, purchase income, and back margin. 


Customer Traction

Enable is helping improve B2B collaboration by boosting commercial performance, increasing financial transparency, and driving operational efficiency. The company’s fully automated platform tracks extensive transaction details, including day, supplier, product, source, customer identity, and sale — giving distributors and suppliers full control of their deals. 

Enable’s customers include MKM Building Supplies, the largest independent distributor of building materials in the UK. The company’s commercial manager said, “Having this ability to view all sales from the beginning to the end of the supply chain process is absolutely critical for us. Enable has certainly made that process much more accessible. They’ve made it significantly simpler.”


What We Liked About the Deal  

AVG’s Castor Ventures (for MIT alumni and friends) and sibling funds deployed capital in a $13 million Series A led by Menlo Ventures, with participation from Sierra Ventures and Rising Tide VC.

We were impressed by several aspects of the company and investment opportunity: 

Viral Business Model: Enable’s customers have set up 2,000+ suppliers, which are actively converting to paying subscribers. This model allows for high customer growth with minimal spending on sales and marketing. 

Limited Competition: While there are other players in the space, Enable’s unique selling proposition of targeting distributors (not manufacturers like most of its competitors) puts them at an advantage to capture a large share of the rebate market. 

Experienced CEO: CEO Andrew Butt has domain expertise and prior entrepreneurial experience. He successfully sold his previous company Matrix in 2010 to a London PE firm

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