What TrewUp does

TrewUp is a U.S.-based, founder-led SaaS company headquartered in Boulder, Colorado, founded in 2021 and commercially launched in 2022. It sells a cloud-based trade spend visibility and deductions management platform purpose-built for consumer packaged goods (CPG) brands. The product ingests deduction, payment, and depletion data directly from major distributor and retailer portals (UNFI, KeHE, Kroger, SuperValu, Spins), applies proprietary AI to automatically categorize and root-cause each deduction, and outputs GL-ready data and live dashboards for finance, sales, accounting, operations, and C-Suite users. The platform is differentiated from traditional Trade Promotion Management (TPM) tools by focusing on post-promotion actuals — connecting real deduction outcomes back to planned promotions to calculate true ROI rather than forecasting spend.

The product is sold as a six-module integrated suite (Trade Promotion Management, Deduction Management Software, Cash Application Software, Trade Spend Optimization, CPG Software, and Trade Spend Analytics Software), with a Sales Insights Dashboard launched in 2025 as an add-on. Implementation is reported at approximately two weeks and does not require a TPM or ERP system, which is a deliberate wedge against legacy incumbents. Distribution is direct — a hybrid of sales-led inside sales and field enterprise sales — supported by content-marketing resources, free ROI calculators and worksheets, and case studies used as social proof. Pricing is quote-based and annual, with no publicly disclosed rates.

The company serves mid-market and enterprise CPG brands across a wide vertical footprint, including specialty foods (Sonoma Creamery, Vigo/Alessi, Bindi), natural/organic (Hain Celestial, YumEarth, Wholesome Sweeteners, Kinnikinnick, Cerebelly), beverages (Twinings, Torani, Sapporo, Neuro), condiments (Kikkoman, Kewpie), and larger packaged-goods players (Sapporo, Kikkoman, Kewpie). The company states it has processed over $1 billion in customer trade spend and is trusted by 500+ CPG brands, and has earned a 2025 Inc. Power Partner Award and a 2024 Progressive Grocer GenNext Award for the CEO. No external institutional funding beyond a 2023 Branch Venture Group event has been disclosed; no revenue or ARR figures are publicly reported.

Name

TrewUp

Legal name

TrewUp

Website

https://trewup.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

TrewUp is a SaaS platform that uses proprietary AI to automate CPG trade spend deduction ingestion, categorization, and reconciliation, integrating directly with major distributors and retailers including UNFI, KeHE, and Kroger to deliver GL-ready data and live dashboards for the finance, sales, and accounting teams of growing and enterprise CPG brands.

Ownership category

akta.pro rank

Product category

CPG Trade Spend Management Software

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Pricing, Revenue Growth Management (RGM) & Promo Analytics Services (CRAOAOAE)

Keywords

• Trade spend management
• Deduction management software
• CPG analytics platform
• Trade promotion optimization
• Cash application software

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: TrewUp operates as a cloud-based SaaS platform with subscription-based pricing for CPG brands. Pricing is quote-based, with the platform charging for trade spend visibility and deduction management capabilities across teams. Implementation is fast (2 weeks), with no TPM or ERP required.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

TrewUp sells a cloud-based SaaS platform that gives CPG Finance, Sales and Accounting teams unified visibility into trade spend by retailer, promotion and SKU. It uses proprietary AI to automate ingestion and categorization of trade deductions from distributor and retailer portals, and produces GL-ready data and post-promotion actuals for trade spend optimization. Implementation is delivered in approximately 2 weeks without requiring a separate TPM or ERP system.

Product overview

TrewUp is a unified SaaS platform for CPG trade spend visibility and deductions management. The core offering consists of six integrated modules: Trade Promotion Management, Deduction Management Software, Cash Application Software, Trade Spend Optimization, CPG Software, and Trade Spend Analytics Software. These modules share a unified data layer that ingests deduction and depletion data from distributors (UNFI, KeHE, SuperValu) and retailers (Kroger), uses proprietary AI to automate categorization and root cause analysis, and delivers clean, GL-ready data to Finance and Sales teams. An additional Sales Insights Dashboard was launched to help brands track retailer performance. The platform differentiates from traditional TPM systems by focusing on post-promotion actuals rather than forecasting, enabling true ROI calculation by connecting deduction actuals to promotions.

Differentiator

Problem solved

Functional benefit

Products and services

• Trade Promotion Management Unifies deductions, depletion data and trade spend in one place so CPG Sales and Finance teams see the same numbers and act on real-time visibility into promotion performance and margin impact.
• Deduction Management Software Uses proprietary AI to transform complex deduction documents into clear, structured summaries so CPG teams can quickly validate deductions against contracts and promotional calendars.
• Cash Application Software Reconciles payments, deductions and invoices before they reach the accounting system by using proprietary AI to extract and categorize deduction and payment data from PDFs and distributor portals, delivering clean, ERP-compatible data.
• Trade Spend Optimization Trade spend optimization platform that uses proprietary AI to unify deductions, depletion data and promotion performance in one place, helping CPG brands identify where trade dollars are working hardest and where to act.
• CPG Software Unifies deductions, depletion data and trade spend data in one place using automation and proprietary AI to turn fragmented distributor data into clear, reliable insight for CPG brands.
• Trade Spend Analytics Software Trade spend analytics software using proprietary AI to create industry-leading trade spend data and insights, unifying deductions, depletion data and promotion performance in one place with drill-down by retailer, promotion and SKU.
• Sales Insights Dashboard Dashboard tool that helps CPG brands track retailer performance, optimize trade spend, and make data-driven decisions by retailer, promotion and UPC/SKU.

Quantifiable outcome

• Processed over $1 billion in trade spend since launching in 2022
• +5 more outcomes

Named customers23 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

Integration7 records

AI capability5 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• KrogercoreTechnology or Integration · 12 November 2025Kroger data integration launched in November 2025, giving CPG brands visibility into deductions and trade performance across Kroger retail divisions. Enables analysis of Kroger-specific deduction trends, trade spend ROI by division, and faster reconciliation through automated categorization.
• UNFIcoreTechnology or IntegrationOut-of-the-box integration with UNFI distributor portal for automatic deduction and depletion data pulls. TrewUp connects directly to UNFI data and imports it seamlessly, eliminating manual portal downloading.
• KeHEcoreTechnology or IntegrationOut-of-the-box integration with KeHE distributor portal for automatic deduction and depletion data pulls. TrewUp automatically pulls deduction and depletion data directly from KeHE portals.
• Tony Olson (Advisor)coreStrategic or Co-development PartnerTony Olson, Founder and CEO of Webster Capital and former CEO of SPINS, serves as an Advisor to TrewUp. He brings 25+ years of data innovation experience in the natural and wellness industry, with deep connections across SPINS, Whole Foods, Sprouts, and other natural retailers. His role is to help accelerate a new era of trade visibility and empower brands with smarter trade spend insights.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Antuit (Zebra Technologies): Antuit, part of Zebra Technologies, offers AI-driven demand planning, trade promotion, and consumer goods analytics. It competes directly with TrewUp in the CPG trade spend optimization category, with comparable AI-powered forecasting and promotion performance capabilities.
• AFS Technologies: AFS Technologies (AFS) provides trade promotion management, deductions management, and trade spend optimization specifically for the consumer goods industry. It is a direct peer to TrewUp, serving similar CPG customers with overlapping AI-driven deduction categorization and trade analytics functionality.
• Visualfabriq: Visualfabriq is an AI-powered trade promotion management and revenue growth management platform for CPG and FMCG brands. It is a direct peer to TrewUp, offering overlapping capabilities in promotion planning, trade spend optimization, and retailer-level performance analytics.
• UpClear: UpClear is a cloud-based trade promotion management and revenue management platform purpose-built for CPG brands. It directly competes with TrewUp in the CPG trade spend optimization category, serving similar mid-market and enterprise customers with comparable deduction management and TPM capabilities.
• SalesPage: SalesPage provides trade promotion management, deduction management, and category planning solutions targeted at CPG manufacturers. It is a direct peer to TrewUp, serving similar mid-market and enterprise consumer goods customers with comparable trade spend visibility workflows.
• TELUS CAS (formerly CAS): CAS (now part of TELUS) is a long-standing trade promotion management and consumer goods analytics provider. It directly competes with TrewUp in the CPG TPM/deductions space, serving enterprise consumer goods companies with promotion planning and post-event analysis capabilities.

Emerging players

• o9 Solutions: o9 Solutions provides an AI-powered integrated business planning platform that includes trade promotion management capabilities for CPG brands. It is an emerging player that intersects with TrewUp's territory through AI-driven promotion planning and trade spend optimization for consumer goods companies.

Broad incumbents

• RELEX Solutions: RELEX Solutions provides unified supply chain and retail planning, including trade promotion optimization capabilities for CPG and retail. It is a broader incumbent that competes with TrewUp in trade spend analytics while also offering adjacent merchandising and supply chain functionality.
• SAP Trade Management: SAP offers trade management and trade promotion functionality as part of its broader ERP and supply chain suite. It is a broad incumbent that competes with TrewUp at the high end of the enterprise CPG market, where it bundles TPM with broader ERP investments.
• Oracle NetSuite Trade Management: Oracle NetSuite offers trade promotion management capabilities integrated with its cloud ERP platform, and is explicitly listed as a TrewUp integration partner. As a broad incumbent, it competes with TrewUp by offering trade spend functionality as part of a larger ERP ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 TrewUp