Plurio By Elly Analytics Raises $3.5M To Automate Up To 90% Of Performance Marketers’ Daily Work

San Francisco-based startup Plurio, formerly known as Elly Analytics, has raised $3.5 million as it looks to automate a significant share of day-to-day performance marketing work.

The round was backed by Altair, DVC, Yellow Rocks, Finom co-founder Kos Stiskin, ManyChat co-founder Mike Yan and a group of additional funds and angel investors. According to the company, the fresh capital will be used to accelerate the rollout of Plurio’s AI agent, which it describes as acting across channels as a full performance marketer.

The funding comes at a time when advertising and marketing software markets are continuing to expand. Global ad spend is forecast to rise 5.1% in 2026 to surpass $1.04 trillion, while the performance marketing software market is projected to grow from $15.2 billion in 2023 to $30.9 billion by 2032, driven in part by AI-led automation and optimisation.

From Dashboards To Decisions

Plurio is positioning itself around a familiar frustration for marketing teams: fragmented tools and delayed feedback loops.

For consumer software and service brands, performance decisions often hinge on metrics that only become clear days or even weeks after campaigns are launched. Trial activations, qualified leads, subscription starts and revenue figures typically lag behind ad spend. In that environment, teams can find themselves waiting for confirmation before acting, even though small timing differences can materially affect customer acquisition costs.

Plurio’s AI agent is designed to intervene earlier in that process. The system analyses early signals such as creative performance shifts, audience quality changes and channel behaviour to infer likely downstream outcomes before final conversion data arrives. It aims to identify when a creative is beginning to fatigue, when a new trend is emerging or when a budget shift could improve performance.

In early pilot programmes with global EdTech and FinTech brands, the company says the platform processed $20 million in ad spend over four months, delivering 2x sales growth and more than 20% lower customer acquisition costs. Those results prompted the team to double down on developing the agent further.

An evolution from Elly Analytics

Before rebranding, the company operated as Elly Analytics, a marketing data platform that managed over $100 million in annual ad spend. That infrastructure now sits within the broader Plurio ecosystem.

The platform integrates advertising, CRM and revenue data into a single system, either plugging into a brand’s existing analytics stack or using its own built-in marketing data platform with attribution capabilities. Teams interact with the agent through natural language prompts, asking scenario-based questions such as how revenue might shift if budget is reallocated between channels, or instructing it to pause campaigns below a certain return on ad spend.

Behind the scenes, the system evaluates factors including seasonality, audience quality, funnel efficiency and revenue trends. It can recommend changes, forecast potential outcomes and execute approved adjustments. The company describes this as a closed-loop optimisation process, where the model learns from each cycle and refines future predictions.

CEO and co-founder Seva Ustinov says the idea emerged from years of watching marketing teams spend most of their time consolidating data rather than shaping strategy. Co-founder and Chief Growth Officer Kirill Kasimskiy adds that the goal was to bridge the gap between insight and action, rather than introduce another standalone dashboard.

With fresh funding secured and a growing market for AI-driven marketing tools, Plurio is now focused on scaling its agent and expanding its footprint among performance-led consumer brands.