---
id: 2af6f370d8
section: business
first_reported: 2026-11-07 10:23 PST
updated: 2026-11-07 10:23 PST
status: reported
outlets: 1
---

# Seattle startup Firmly raises $15 million in funding

Seattle startup Firmly raised $15 million, backed by JPMorgan and Mastercard, for software that lets retailers sell through AI shopping assistants.

Section: [Business & Economy](/seattle/section/business.md) · Entities: [Firmly](/seattle/wiki/firmly.md), [JPMorgan](/seattle/wiki/jpmorgan.md), [Mastercard](/seattle/wiki/mastercard.md)

## Coverage

- [GeekWire](https://www.geekwire.com/2026/jpmorgan-and-mastercard-back-seattle-startup-firmlys-bet-on-ai-shopping-agents/), 2026-11-07 10:23 PST: JPMorgan and Mastercard back Seattle startup Firmly’s bet on AI shopping agents

Headline and summary written by the Acta Diurna desk from the coverage above. Read the original reporting for full detail.