Portfolio Welcome: Rivet
By Micaela Kamp
Social feeds have become storefronts.
More than 110 million Americans now buy through social platforms, and social commerce surpassed $100 billion in the U.S. in 2025. Instagram, TikTok, and YouTube aren’t just places for discovery; they’re where purchase intent forms in real time.
But most brands are still operating with tools built for an older model. Traditional CRM and email platforms activate after someone signs up, visits a site, or adds to cart. By then, the peak signal has already passed. Browse abandonment now happens on social feeds instead of stores.
High-intent moments happen earlier — in a comment, a DM, a story reply — and they go uncaptured.
Rivet was built for those moments.
Founded by Anj Fayemi, Simran Pabla, and Nafim Rahman, Rivet helps brands convert social engagement into attributable revenue in real time. When a casual scroller comments or sends a DM on Instagram or TikTok, Rivet captures that signal and triggers personalized sequences across DM, email, SMS, storefront and more; all from a single system.
With customers already using Rivet to turn engagement into revenue, the shift from downstream marketing to upstream intent isn’t theoretical. It’s measurable.
And what differentiates Rivet is not just automation; it’s intelligence.
Rather than forcing teams to build complex logic trees, Rivet allows marketers to describe the outcome they want in plain language. The system's agents translate that intent into strategy - determining the audiences, sequencing, channels, conditional logic, and more - and execute automatically. Campaigns launch quickly. Revenue impact is visible.
Underneath, Rivet builds a unified identity for each consumer across platforms, connecting social behavior with commerce data. That identity compounds over time, increasing personalization and lifetime value.
Built by operators who lived the brand experience firsthand, Rivet reflects a simple insight: the most valuable moment in commerce is often the first signal of interest.
We’re proud to welcome Anj, Simran, Nafim, and the Rivet team to the RevUp portfolio as they build the infrastructure to convert audiences into repeat, attributable revenue.
More About RevUp Capital
RevUp Capital invests in B2B and B2C companies that are revenue-driven and ready to double down on growth. We deploy cash and capacity to help companies grow from $1-3M to $10-30M, quickly and efficiently, using a revenue-based model. Companies enter our portfolio with $500K-$3M in revenue, a strong growth rate, and a team that’s ready to scale. Our typical investment range is $300K-$500K.
More at www.revupfund.com
How We Invest
We built RevUp to invest into B2B and B2C companies ascending the $1M-$10M growth curve. We know from experience—and from the stellar performance of our portfolio—that this curve can be conquered. But, having the right resources and support along the way is critical to success.
RevUp combines non-dilutive investment with hands-on support to help companies build stronger, more scalable infrastructure for growth. And, we do it using a non-dilutive model. Our goal? Give companies the best shot at success while preserving founder equity, optionality, and autonomy.
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