Accel doubles down on Fibr AI as agents transform static websites into one-to-one experiences

While advertising and targeting are becoming increasingly personalized, the website – the final destination for that traffic – remains largely static. Fibr AI aims to close that gap by using AI agents to transform ordinary web pages into personalized experiences for each visitor, a theory that prompted Accel to back the company.

Accel led a $5.7 million seed round for Fibr AI following an earlier seed investment of $1.8 million in 2024. The new funding also included participation from WillowTree Ventures and MVP Ventures, as well as Fortune 100 employees joining as angel investors and advisors, bringing the seed funding to $7.5 million.

For large companies, the gap between increasingly personalized ads and the standard website experience is often filled with a mix of custom software, engineering teams, and marketing agencies – a slow, expensive, and difficult-to-scale model. While ads can be quickly tailored to different audiences, changing what happens when a visitor lands on a site often requires weeks of communication and limits teams to only a few tests each year. Fibr AI says that this human heavy duty model is no longer valid. Instead, the launcher uses autonomous AI agents to target, create exceptions, and optimize pages continuously in real-time.

Fibr AI replaces the agency- and model-heavy engineering with autonomous systems that run continuously, Ankur Goyal (pictured above, right), founder and CEO, said in an interview.

“Singa [the] software, and the agency is the staff of the agents we deploy,” Goyal told TechCrunch, adding that this allows Fibr AI to run thousands of tests in parallel rather than a dozen each year.

Reception was slow at first. Founded in early 2023 by Goyal and Pritam Roy (pictured above, left), Fibr AI had one or two customers for most of its first two years as businesses took time to test the approach. That began to change last year, Goyal said, with acquisitions among major U.S. companies, including banks and health care providers, bringing the number of clients to 12.

“We are an infra afterthought layer,” Goyal told TechCrunch. “Once it’s set, no one wants to think about it again.” He added that that shift has led Fibr AI to sign three- to five-year contracts with large enterprises, which tend to treat their database infrastructure as a one-size-fits-all rather than a constant revisit.

On a technical level, Fibr AI works as a layer on top of an existing website, connecting to a company’s advertising programs, analytics, and customer data to understand how visitors arrive and what they want. Its AI agents then synthesize and adjust the page’s content, such as copy, images, and layout, treating each URL as a system that learns and continuously improves rather than a fixed page. Instead of relying on manually configured rules or sequential A/B testing, the platform runs large numbers of small tests in parallel and updates the experience systematically as traffic comes in from different channels.

That change has direct cost implications for large businesses. Custom website customization often involves software licenses and agency retainers and engineering time, adding cost to people rather than results. Goyal said businesses are increasingly evaluating the Fibr AI platform based on cost per test and impact of conversion, rather than the number of tools or people involved.

For Accel, that operating model — rather than AI buzz — was fundamental to the investment decision as well. “Advertising today is one-to-one, but when users land on a website it’s one-to-many,” said Prayank Swaroop, partner at Accel. “You can create hundreds of ads for different audiences, but they’re all still on the same page.” Fibr’s ability to turn that dynamic into one-to-one execution, he said, stands out because it removes the agency and engineering bottlenecks that often limit how far businesses can push experimentation.

Swaroop added that early business adoption, especially among banks and healthcare companies, helped validate this thesis. “These are regulated, conservative industries,” he said. When they start saying, ‘We need this, and we’re willing to pay for it,’ that’s when we feel doubly confident.”

Future proof the agent-commerce era

While most of Fibr AI’s business today is driven by personalized experiences for human visitors, Accel and Fibr AI also see the potential of how AI agents are beginning to mediate online discovery. As users increasingly research, compare, and short-list products using major language models and AI chatbots, including OpenAI’s ChatGPT, before visiting a website, Swaroop said, the ability for sites to adapt based on what the visitor — or the AI ​​system serving them — already knows may become more important in the long run.

“That part is still early days,” says Swaroop, “but the companies that build for today’s needs while being ready for that shift tomorrow are the ones we want to bring back.”

With the new funding, Fibr AI plans to focus on expanding its sales and customer-facing teams in the US, while continuing to build its technology base in India. The San Francisco-headquartered startup maintains an office in Bengaluru, with 17 of its approximately 23 employees based in India and the remaining six in the US.

Goyal said the startup aims to have $5 million in annual revenue by the end of this year and about 50 business customers.

Fibr AI is entering a space long dominated by incumbents like Adobe and Optimizely, which offer analytics and personalization tools to large enterprises. But both Goyal and Swaroop argued that those platforms are hampered by the way they are built and marketed, typically relying on marketing agencies and engineering teams to get them up and running. That model, they said, makes it difficult to quickly deploy or scale experiments, as customer acquisition and messaging become increasingly complex.

“Stakeholders have been slow to release products,” Swaroop said, adding that even when new features do come, they often come years after demand has changed.