Nectar, the AI-powered platform that unifies social listening and community management, lands $10.6 million in funding.WHO: Founded in 2023 by sisters Misbah Uraizee and Farah Uraizee, former Meta product and engineering leaders, Nectar is the first agentic social commerce platform transforming organic channels into a measurable, high-converting revenue engine. It brings personalization and performance to social by uniting what were once fragmented tools: community engagement, content reporting and insights, social listening, influencer tracking, and revenue attribution. It listens to customer feedback in real time, surfaces nuanced insights brands didn't know to ask for, and engages automatically in the moments that matter most in an authentic way.IN THEIR OWN WORDS: "In the attention economy, we're living through the collapse of the traditional marketing funnel," said Misbah Uraizee, Nectar co-founder and CEO. "Every purchase starts in a social search, comment, or conversation, and brands need new infrastructure. Nectar is the social operating system for modern commerce—one that makes every interaction personal, proactive, and profitable.""What impressed us most about Nectar was how deeply they understand the seismic shift in consumer behavior," said True Ventures Partner Tony Conrad. "For today's generation, the purchase journey begins with content, flows through community, and culminates in personalized conversation. Nectar has created an entirely new infrastructure category that connects these touchpoints—redefining what a marketing stack looks like for modern businesses who need to convert attention into revenue.