Firmly raises $15 million to connect merchants to AI agents without new integrations
Squarepoint Capital led the Series A, joined by J.P. Morgan Payments, Mastercard and Samsung Next. No merchant or revenue figures were given.
Our takeMiddleware like Firmly is a bet that the fight among agent protocols, including OpenAI's ACP, Google's UCP and Meta's Personal Agent Protocol, will stay messy for years. For mid-market merchants short on engineering time, one connector is a reasonable way into agents early.