Madrona and Streamlined Ventures back AI powered e-commerce startup Spangle with $6 million seed round

Spangle has secured a $6 million seed round featuring Madrona and Streamlined Ventures.

The company is fronted by Maju Kuruvilla, who last year departed controversial one click checkout startup Bolt. It focuses on creating custom landing pages for online shoppers based on what they searched for or clicked on.

In a LinkedIn post, Spangle said: “Brands are spending millions to drive online traffic - yet the cost of every visit keeps climbing. When 40% of that paid traffic lands on generic, one size fits all experiences, ROAS hits a downward spiral.”

“To bridge the customer experience gap, we deliver self-optimising shopping journeys that are contextually relevant and adaptive based on consumer engagement in real-time. Powered by cutting-edge agentic AI and our proprietary ProductGPT, we help brands turn expensive traffic into profitable customers.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.