Berlin-based Plato has secured , $14.5 million in seed funding led by Atomico, with participation from Cherry Ventures, Discovery Ventures and D11Z. The company is focused on applying generative AI to the wholesale distribution sector, an industry often overlooked by technology investment despite its significant role in global commerce.
Wholesale distribution, responsible for approximately one-fifth of global production flows, remains surprisingly reliant on outdated infrastructure. Many distributors still operate using aging Enterprise Resource Planning (ERP) systems, spreadsheets, and largely manual sales processes. This contrasts sharply with other sectors where AI has become commonplace in areas like marketing, customer support, and software development. Plato aims to address this gap by bringing AI directly into the core operational workflows of wholesale businesses.
The core idea behind Plato isn’t to add another layer of complexity – another dashboard or reporting tool – but to embed intelligence directly into existing systems. The platform connects to a distributor’s current ERP infrastructure and leverages historical sales data to automate key tasks. This includes identifying potential revenue opportunities, automatically generating quotes, and proactively flagging risks before they appear in standard quarterly reports. Essentially, Plato seeks to transform reactive data analysis into proactive, automated action.
The genesis of Plato stems from the firsthand experience of co-founder Benedikt Nolte, who observed inefficiencies within his family’s distribution business. He found that conventional Customer Relationship Management (CRM) tools were ill-suited to the unique complexities of wholesale operations. Rather than adapting existing SaaS solutions, Plato was designed specifically for the distributor environment, recognizing the need for a purpose-built solution.
Early indicators suggest a strong market reception. Plato is reportedly working with several large distributors on contracts valued in the six-figure range. This early traction signals that adoption of AI in traditionally conservative sectors is driven not by hype, but by demonstrable improvements in efficiency and revenue generation. The company’s approach appears to resonate with businesses seeking tangible returns on investment.
The newly acquired funding will be used to expand Plato’s capabilities beyond sales intelligence. The company plans to integrate AI-powered automation into areas such as procurement and customer service. Geographic expansion is also on the roadmap, with initial focus on additional European markets followed by a planned entry into the United States.
This funding round reflects a broader trend in AI investment, moving beyond the pursuit of larger language models towards the practical application of intelligence within specific industries. The focus is shifting towards embedding AI into workflows to perform specialized industrial functions, rather than pursuing Artificial General Intelligence (AGI). Wholesale distribution, while not a glamorous sector, is structurally vital to the global economy. Modernizing this layer through AI has the potential to create a significant economic impact, far exceeding the scope of many consumer-facing AI applications.
Plato’s approach highlights a key challenge in AI adoption: the need for solutions that integrate seamlessly with existing infrastructure. Many businesses are hesitant to overhaul their entire systems, making platforms that connect to established ERP systems particularly valuable. The success of Plato will likely depend on its ability to deliver measurable results – demonstrating a clear return on investment through increased efficiency, reduced costs, and improved revenue.
The company’s founding team and their deep understanding of the distribution industry were cited by Atomico as key factors in their decision to lead the funding round. Investors believe Plato has the potential to become the foundational AI platform for trade, facilitating the trillions of dollars in annual global commerce that flow through wholesale channels. This ambition suggests a long-term vision that extends beyond simply automating existing processes, potentially encompassing broader transformations in how goods are traded and procured worldwide.
