San Francisco-based software-as-a-service (SaaS) platform Suger.io has secured $15 million in a funding round led by Threshold Ventures.

The Suger.io funding round received participation from existing investors Craft Ventures, Intel Capital, and Y Combinator. The company provides a centralized platform that helps businesses list, manage, and sell software products across multiple cloud marketplaces, including Amazon Web Services (AWS), Azure, and Google Cloud. By offering a unified interface for managing listings, pricing, and transactions, Suger.io aims to streamline B2B cloud marketplace sales with minimal engineering effort.

Details about the Suger.io funding

Cloud marketplaces are becoming a dominant sales channel for B2B software, with annual transactions projected to exceed $100 billion by 2028. While these platforms offer benefits like larger deal sizes and faster sales cycles, many companies struggle with integrating multiple marketplaces and handling transaction workflows on a scale. Suger.io automates the quote-to-cash process. In doing so, it reduces reliance on manual operations and simplifies marketplace transactions.

“When we started working with enterprise companies and their complex systems, we discovered a surprising amount of manual copy/paste work, unmanaged automations, and hastily built in-house tools,” said Jon Yoo, Suger.io’s co-founder and CEO.

Lisa Xu, partner at Threshold Ventures, highlighted the company’s role in modernizing cloud marketplace transactions.

“Suger’s approach solves a major challenge for B2B software companies, including many in our portfolio,” she said.

Since its founding in 2022, Suger.io has rapidly grown. It quadrupled its annual recurring revenue in 2024 and scaled to around 200 customers. Those include:

• Snowflake
• Intel
• Fivetran
• DBT Labs
• Notion
• Contentsquare

Customers using its platform have tripled their marketplace transaction volumes. They have also increased average contract values by over 140%, with some deals exceeding eight figures.

With the new funding, Suger.io plans to invest in research and development to enhance its platform. It would also use the funding to expand its capabilities in cloud marketplace transactions.

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