What Penny does

Penny AI Technologies Inc., headquartered in Vancouver, Canada, is a software company that builds an AI-powered social selling and CRM platform for direct sales organizations and individual network marketers. The company was founded around 2016-2017 by David Abbey (CEO) and Chris Noble (CTO), and its mobile-first platform combines an AI-driven contact database with prospecting integrated into Facebook, Instagram, and LinkedIn, an automated daily task engine (The Daily), customer care automation, downline and team care tooling, AI-generated sales scripts, and AI-enhanced micro-learning modules delivered in the flow of work. The product is sold both as a self-serve mobile subscription with a freemium tier for individual sellers and as Penny Enterprise, which delivers digital transformation, learning and onboarding, and revenue acceleration programs to large direct sales corporations through a dedicated enterprise sales motion. In 2024 the company expanded into an adjacent vertical by launching Endlss, a separate ambassador program platform built on Shopify for DTC brands, offering creator attribution, gifting, commission structures, UGC submission, and automated payouts.

The company operates a tri-channel revenue model: SaaS subscriptions for individual sellers, enterprise licensing for direct sales corporations, and a Shopify-channel SMB product (Endlss). GTM combines product-led growth (free signup), enterprise field sales (Contact Sales / Book Demo), and community-led motion through the PENNYVERSE educational platform and Penny Legends ambassador program. Disclosed named enterprise customers include Mannatech, Juice Plus+ AUNZ, Isagenix, and DSGC. The company has raised approximately $32M in total disclosed funding across multiple rounds, with the most recent being a $27M Series B in June 2022 led by PSG, with participation from Acronym Venture Capital and ScaleUP Ventures. Leadership includes a CMO (Maria Osipova), COO (Matt F.), CRO (Ryan Arnett), CFO (Joerg Joergensen), and Head of Product (Andrew Draper).

The firmographic input of 5,001-10,000 employees is inconsistent with the disclosed funding profile and is treated as unreliable; the company should be understood as a Series B-stage private SaaS company with a focused employee base. Revenue is not publicly disclosed, and there has been no publicly reported funding round since June 2022, which is a relevant diligence consideration for investors.

Name

Penny

Legal name

Penny AI Technologies Inc.

Website

https://pennyapp.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Penny AI Technologies Inc. provides an AI-powered social selling CRM, sales script generation, and micro-learning platform for direct sales organizations and individual network marketers, and operates Endlss, an ambassador program platform for Shopify DTC brands.

Ownership category

akta.pro rank

Product category

Sales Enablement Software

akta.pro primary industry

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

akta.pro secondary industry

Creator Tipping, Donations & Micro-Payments (MPACAFAB)

Keywords

• Social selling platform
• Direct sales CRM
• AI sales automation
• Ambassador program software
• Micro-learning sales enablement

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Seller App): Subscription-based pricing for individual social sellers and distributors using the Penny mobile app, with tiered plans based on features and usage.
2. Enterprise Licensing (Corporate Solutions): Enterprise agreements for corporations and direct sales organizations using Penny Enterprise platform, including Digital Transformation, Learning & Onboarding, and Revenue Acceleration Programs.
3. Freemium Model: Free plan for individual sellers to drive adoption, with Endlss offering free plan for up to 5 creators with no credit card required.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Penny AI provides an AI-powered social selling platform and CRM for individual distributors and direct sales corporations, automating daily prospecting, customer follow-up, micro-learning, and team/downline management. Its Endlss sub-brand offers a Shopify-native ambassador and creator marketing platform with attribution, gifting, and automated payouts. Revenue is generated via freemium and tiered SaaS subscriptions for sellers and enterprise licensing for corporate clients.

Product overview

Penny AI is a unified AI-powered social selling platform for direct sales organizations, comprising a core CRM product supplemented by multiple integrated modules. The platform includes The Daily (AI-prioritized task management), Prospecting, Customer Care, Contact Management, Learning & Onboarding, Team Care, Scripts and Content, Custom Lists, and Power Weeks/Workshops. The company has also launched Endlss, a separate ambassador program platform for Shopify DTC brands. Recent additions include AI Script Generation for automated sales script creation.

Differentiator

Problem solved

Functional benefit

Brands

• Endlss: Ambassador program platform built for Shopify DTC brands with Smart Links, gifting, tiers, commission structures, UGC submission, and automatic weekly payouts. Free plan for up to 5 creators.

Products and services

• Penny Social Selling Platform AI-powered social selling platform and CRM for individual distributors and direct sales corporations, providing daily task automation, prospecting, customer care, contact management, AI Script Generation, and AI-driven micro-learning modules to help sellers build relationships and grow their businesses.
• Endlss Ambassador Program Platform Ambassador program platform built for Shopify DTC brands featuring Smart Links per creator with attribution, gifting and commission structures, UGC submission via mobile app, and automatic weekly payouts; free plan for up to 5 creators.
• Penny Enterprise Platform Corporate-facing platform for large direct sales organizations delivering social sales enablement, learning and onboarding, revenue acceleration programs, adoption and services, and trust-center-backed integrations and security.
• Power Weeks and Workshops (Revenue Acceleration Programs) Gamified revenue acceleration programs featuring dedicated business-building challenges and Power Weeks designed to build seller engagement, winning habits, and sustainable sales growth for direct sales teams.
• Penny Learning & Onboarding Solution AI-driven micro-learning solution for direct sales organizations offering custom curriculum, personalized learning paths, and in-flow-of-work training designed to trigger income-generating actions and improve seller confidence.

Quantifiable outcome

• Automated daily task generation based on income-generating priorities
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• MannatechcoreStrategic or Co-development PartnerMannatech is a direct sales company using Penny's enterprise platform. Their Chief Sales & Marketing Officer, Landen Fredrick, serves as a testimonial advocate stating 'We chose Penny because the team shares our vision and commitment to empowering our associates with the best technology for their success.'
• ShopifycoreTechnology or IntegrationShopify integration enables Penny's Endlss ambassador program platform for Shopify DTC brands. Endlss is specifically described as 'the ambassador program platform built for Shopify DTC brands' with features like Smart Links per creator and real attribution.
• Social Media Platforms (Facebook, Instagram, LinkedIn)coreTechnology or IntegrationIntegration with major social media platforms enables Penny's core prospecting feature - Penny+ allows adding contacts directly from Facebook, Instagram, and LinkedIn. This integration is fundamental to the social selling value proposition.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Refersion: Refersion is an affiliate and ambassador management platform natively integrated with Shopify that competes directly with Endlss on creator tracking, attribution, and automated payouts.
• Aspire: Aspire (formerly AspireIQ) is a creator marketing platform with Shopify integration that overlaps with Endlss on ambassador program management, UGC collection, and attribution.
• Grin: Grin is a creator/influencer marketing platform with affiliate links, attribution, and payouts — the most direct competitor to Penny's Endlss sub-brand for Shopify DTC ambassador programs.
• Upfluence: Upfluence is an influencer and ambassador marketing platform with creator payouts and Shopify integration, positioning it as another direct competitor to Penny's Endlss product.
• Keap (Infusionsoft): Keap provides CRM and sales/marketing automation specifically targeting small businesses and direct sales organizations — the most directly comparable competitor to Penny in the direct sales CRM niche.

Broad incumbents

• Salesforce: Salesforce is the dominant enterprise CRM with Sales Cloud, Einstein AI, and partner ecosystem that competes with Penny Enterprise for direct sales organizations' corporate contracts.
• ActiveCampaign: ActiveCampaign combines CRM, email automation, and sales engagement for SMBs, competing with Penny's automation, follow-up, and customer-care capabilities across small direct-sales teams.
• Pipedrive: Pipedrive is a sales-focused CRM with workflow automation that competes with Penny's prospecting and pipeline management features in the small-business segment.
• HubSpot: HubSpot offers a broad CRM, marketing automation, and sales enablement platform that increasingly overlaps with Penny's workflow, prospecting, and AI script-generation capabilities, though it serves all SMB verticals rather than specializing in direct sales.
• Zoho CRM: Zoho CRM is a broad SMB-focused CRM suite with sales automation, AI assistant (Zia), and social integrations that overlap with Penny's core CRM and AI capabilities at typically lower price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/getpenny

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Penny