Fluid Raises $15 Million to Advance the We-Commerce Platform and Expand AI Tools Built for the Field

Round led by Vess Pearson, co-founder and CEO of Aptive, with participation from Alex Bean, co-founder of Divvy, and a strong showing of follow-on support from existing investors

LEHI, Utah — Fluid, the We-Commerce platform purpose-built for direct selling and relationship-based commerce, today announced the completion of a $15 million funding round. The round was led by Vess Pearson, co-founder and CEO of Aptive Environmental, who is joining Fluid’s board of directors. The round also includes participation from Alex Bean, co-founder of Divvy, along with strong follow-on investment from existing investors, reflecting sustained confidence in the company’s trajectory.

Unlike many funding rounds that draw institutional capital, this raise was driven entirely by individuals: entrepreneurs, operators, and executives who have seen firsthand the challenges facing direct selling companies and believe Fluid is the right platform to address them. The high rate of follow-on participation from existing investors reflects sustained conviction in both the product’s progress and the size of the market opportunity.

Strategic Investors with Deep Domain Expertise

Vess Pearson brings decades of experience building and scaling relationship-based businesses. As co-founder and CEO of Aptive Environmental, one of the fastest-growing direct sales companies in the country, Pearson has operated at the intersection of field sales, technology, and rapid growth. That background makes him uniquely positioned to understand the platform’s value and inform its direction.

“The reason I invested in Fluid is simply the product. Coming from direct sales and relationship-based businesses, I know what it takes to win in this space, and Fluid has built something genuinely impressive. Beyond that, the traction this team is putting up right now speaks for itself. I’m excited to join the board and help take it to the next level.” — Vess Pearson, Co-Founder and CEO, Aptive Environmental

Alex Bean, co-founder of Divvy, the financial technology company acquired by BILL for $2.5 billion in 2021, brings a complementary fintech lens to the round. His background in payments infrastructure, financial tooling, and building at scale adds a perspective that aligns directly with Fluid’s investment in payments technology and commerce infrastructure.

Investing in the Future of Relationship Commerce

A notable amount of the new capital will be directed toward expanding Fluid’s AI capabilities, built on a clear conviction: AI should make human sellers better, not replace them. At a time when much of the technology industry is deploying AI to replace human sellers entirely, Fluid is investing in the opposite direction.

The company believes that in a world of increasing AI, personal relationships in commerce become more important, not less. Fluid’s AI development is centered on making reps and field sellers better at what they do. That means surfacing the right information at the right time, enabling faster content creation, and helping sellers stay connected with their contacts at scale, without replacing the human relationships that make direct selling work in the first place.

“We-Commerce has always been rooted in people,” said Mike Tingey, CEO of Fluid. “Every product decision we make comes back to that, and our approach to AI is no exception. We’re not building tools to go around reps. We’re building tools that make them more effective, more confident, and better equipped to do the thing that no algorithm can replicate: build a real relationship with another person.”

Momentum Behind the Round

The round comes at a period of significant momentum for Fluid. The We-Commerce platform, which unifies commerce, payments, attribution, data synchronization, rep tools, website management, and extensibility into a single purpose-built system for direct selling, has seen strong adoption among companies looking to move off fragile, multi-vendor technology stacks.

The follow-on participation from existing investors underscores a key theme of the raise: this is not a bet on what Fluid might become. It is a reinforcement of what Fluid is already building and the progress the company has demonstrated.

About Fluid

Fluid is the only complete e-commerce platform purpose-built for direct selling and relationship-based commerce. The platform includes FairShare attribution, Fluid Payments, Fluid Connect for back-office sync, web builder, rep-facing mobile and web tools, and a marketplace for third-party apps, all designed to work together as a unified system. Fluid is headquartered in Lehi, Utah.

Media Contact

Brandon John
President, Fluid