Copenhagen-based startup Complir has secured $11 million in a seed funding round led by General Catalyst. The company, which develops AI-based infrastructure for retail product compliance, previously raised $2 million in a pre-seed round in December 2025. Total funding for the startup now stands at approximately $13 million.
The investment process with General Catalyst involved three meetings and a phone call. The round was led by Samuel Beyer, a partner at the firm. Complir plans to allocate 70% of the new capital to go-to-market activities and 30% to engineering. The startup aims to open an office in New York within six months.
Founded in 2024 by Gustav Bang, Tine Kühnel, and Marc Kaa Brejner, the company currently employs 18 people. Its platform uses AI to automate compliance monitoring for retailers, including Flying Tiger, Matas Group, Konges Sløjd, and Coop Trading. The software tracks product data from entry into a retailer's system to the point of sale.
The compliance software market was valued at $35.8 billion in 2025. Complir competes in a sector where other players like Assent have raised nearly $500 million and reached a valuation of $1 billion. The startup is currently exploring interest from markets in South Korea and Canada.
