FOBOH

What FOBOH does

FOBOH is an AI-native SaaS company, founded in 2023 in Sydney, Australia, that builds purpose-built AI agents for B2B food and beverage wholesalers. The platform comprises four autonomous agents: Alan AI for omni-channel order intake and admin (email, SMS, voicemail, phone) with direct ERP and accounting integration; Salma AI as a sales copilot delivering lead generation, CRM integration, churn alerts, and product recommendations; Shannon AI for invoice management, claims handling, and collections follow-up; and Darrell AI for predictive forecasting and business intelligence. The system is differentiated by vertical specialization, handling wholesale-specific concepts such as split cases, customer-specific pricing, and free-form order phrasing, rather than generic AI workflows.

The company monetizes via monthly tiered subscription packages in Australian Dollars, with billing processed through Stripe, plus optional consulting and implementation services delivered under separate statements of work. SOC 2 Type I/II and ISO 27001 certifications support enterprise-readiness, and the company is supported by Blackbird Ventures through its Sunrise25 program following an initial Antler pre-seed of approximately $147K in May 2023. Go-to-market is sales-led with prominent 'Book a Demo' CTAs, supplemented by a self-serve onboarding app at app.foboh.ai; the team of 1-10 is headquartered in Sydney with global presence and is targeting both Australian and US foodservice distributors and manufacturers.

Name

FOBOH

Legal name

Foboh Pty Ltd

Website

https://foboh.com.au

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

FOBOH is an AI-native SaaS platform that deploys four autonomous AI agents (Alan, Salma, Shannon, Darrell) to automate order processing, sales, billing, and analytics for B2B food and beverage wholesalers and distributors.

Ownership category

akta.pro rank

Product category

Foodservice AI Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Electronic Computers (3571)

akta.pro primary industry

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

akta.pro secondary industry

iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)

Keywords

• B2B wholesale software
• AI order management
• Food distribution platform
• Wholesale automation
• Invoice management AI

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription / SaaS: Tiered subscription packages for access to the FOBOH AI platform. Fees are payable monthly in advance and debited from the Client's nominated bank account or credit card at the Commencement Date and each monthly anniversary. Subscription is for the tiered package as selected by the Client and agreed via the Website or written contract. Non-refundable for change of mind.
2. Consulting Services: Professional advisory, implementation, training, or other services provided pursuant to separate Statement of Work (SOW). Includes process optimization, operational support, technical guidance, data analytics, and strategic advice. Consulting Fees are payable as set out in applicable SOW, invoiced in advance, on milestones, or upon completion.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

FOBOH provides an AI workforce platform purpose-built for B2B food and beverage wholesale operations. The platform deploys four autonomous AI agents (Alan, Salma, Shannon, Darrell) that handle order processing, sales enablement, billing/collections, and data analytics, integrating directly with customer ERP, CRM, email, and phone systems. It captures and processes orders from multiple channels (email, text, voicemail, phone) 24/7, eliminating manual data entry and EDI requirements for wholesale distributors and manufacturers.

Product overview

FOBOH is an AI workforce platform providing four purpose-built AI agents for B2B wholesale operations: Alan AI (Order and Admin Agent) for automated multi-channel order processing and customer support; Salma AI (Sales Copilot Agent) for sales enablement, lead generation, and CRM integration; Shannon AI (Shaz - Billing and Collections Agent) for invoice management and collections automation; and Darrell AI (Daz - Data Analyst Agent) for predictive analytics and business intelligence. The platform connects with ERP, CRM, email, and phone systems to help food and beverage suppliers and distributors reduce manual effort, increase revenue, minimize waste, and avoid errors. Built specifically for wholesale workflows with SOC 2 Type II and ISO 27001 certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• FOBOH AI Workforce Platform AI workforce platform connecting supplier and distributor systems, purpose-built for wholesale complexity. Provides a unified ecosystem for AI agents to handle operations, support, sales, collections, analytics, and procurement tasks for B2B food and beverage wholesalers.
• Alan AI - Order and Admin Agent AI agent for automated order processing and customer support. Captures orders from emails, texts, voicemails, and phone calls 24/7, integrating directly with ERP and accounting systems for seamless order fulfillment. Handles 20k+ SKUs and foodservice-specific language.
• Salma AI - Sales Copilot Agent AI-powered sales assistant that monitors market trends, manages CRM data, generates real-time lead alerts, and provides proactive churn detection to help sales teams focus on customer relationships.
• Shannon AI (Shaz) - Billing and Collections Agent AI agent for automated invoice management and accounts receivable. Processes invoices, tracks payment timelines, sends automated follow-ups on overdue accounts, and provides real-time cashflow visibility.
• Darrell AI (Daz) - Data Analyst Agent AI-powered data analyst that processes multiple data sources to generate predictive reports, demand forecasting, and business intelligence insights for strategic decision-making.
• Consulting and Implementation Services Professional advisory, implementation, training, and other services provided pursuant to separate Statements of Work (SOW). Includes process optimization, operational support, technical guidance, data analytics, and strategic advice for food and beverage wholesale clients.

Quantifiable outcome

• Less admin work and error reduction
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability10 records

Feature6 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Choco: Choco is a digital ordering and communication platform purpose-built for food wholesalers and restaurants, directly competing with FOBOH's Alan AI in the multi-channel order capture space. Both companies target the same foodservice distribution workflow pain points.
• Handshake: Handshake provides B2B e-commerce and order management for distributors and wholesalers, including those in foodservice. Like FOBOH, it aims to digitize the wholesale ordering process and reduce manual order entry.
• Pepperi: Pepperi is a B2B sales platform for wholesalers and distributors with mobile ordering, CRM, and sales rep enablement features. It overlaps with FOBOH's Salma AI sales copilot and broader wholesale workflow automation.
• MarketMan: MarketMan is a restaurant inventory and supplier management platform that helps foodservice operators manage orders and supplier relationships. It addresses similar pain points to FOBOH in the foodservice ordering and inventory workflow.
• Cut+Dry (formerly BlueCart): Cut+Dry is an online ordering platform for food distributors and restaurants, directly competing with FOBOH in digitizing wholesale food ordering. It targets similar distributor-restaurant relationships.

Emerging players

• Faire: Faire is a wholesale marketplace connecting brands and retailers, including food and beverage. While it focuses on discovery and ordering, it overlaps with FOBOH's mission to modernize B2B wholesale commerce in food categories.
• Crisp: Crisp provides real-time data and analytics for food suppliers and distributors, with AI-driven demand forecasting and trend analysis. It directly competes with FOBOH's Darrell AI data analyst agent in the foodservice analytics space.
• Ordermark: Ordermark consolidates orders from multiple third-party delivery platforms for restaurants, addressing similar multi-channel order management challenges to FOBOH's Alan AI for restaurant-facing workflows.

Broad incumbents

• Salesforce (Agentforce): Salesforce's Agentforce and Sales Cloud offer AI agents for sales automation and CRM that overlap with FOBOH's Salma AI. As a broad incumbent with deep enterprise penetration, Salesforce represents a significant competitive threat in the CRM layer.
• Microsoft Dynamics 365: Microsoft Dynamics 365 with Copilot offers ERP, CRM, and AI agent capabilities that many distributors and manufacturers already use. As a broad incumbent, Microsoft competes with FOBOH across multiple workflow layers including order management and analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/foboh?originalSubdomain=au

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 FOBOH