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Fluency

Burlington, US · Founded 2017 · Vermont corporation · 145 employees on LinkedIn · 7 known investors

Find your way into Fluency

73 people in our graph share verified history with the Fluency team — schools, employers, funds. One of them is your warm intro.

Laurie McGrawunlockedknows Mike Lane · together at OhMD (overlapped)
×6knows the team · via Clarkson University
knows the team · via OhMD
knows the team · via Spectrum Youth and Family Services
knows the team · via Vermont Center for Emerging Technologies (VCET)
×2knows the team · via Goodrich Corporation

Fluency is a digital advertising operating system that automates paid media campaign execution across walled gardens and the open web for advertising agencies and ad teams. The platform consolidates data, creative assets, inventory, compliance, and audiences to reduce manual work and improve campaign scale.

AdTechAI & Machine LearningSaaS

Founders & leadership

Fluency was founded in 2017 by Eric Mayhew and Mike Lane.

EMEric Mayhew
Eric MayhewinPresident / Chief Innovation Officer / FounderEric Mayhew spent a decade at Dealer.com (now part of Cox Automotive), where he led development of the company's advertising platform for the automotive industry. He is co-founder of Fluency, a digital advertising operating system for agencies and ad teams.
MLMike Lane
Mike LaneinCEO / FounderMike Lane co-founded Dealer.com in 1998, an automotive digital marketing technology company, where he served as COO for 16 years before its sale in 2014. He is the founder of Fluency, a digital advertising automation platform for agencies and ad teams, and also works as an angel investor and board member.
MLMichael Lane
Michael LaneinCEO / FounderBoard of Directors at Vermont Center for Emerging Technologies (VCET)

Board

KH
Kristin Halpin PerryBoard director
BM
Brian McVeyBoard director
SG
Scott GaleBoard director

Investors · 7

Fraser McCombs CapitalBoulder · $5M – $15M
Vermont Center for Emerging Technologies (VCET)Burlington · $25K – $250K
Accelreported · 2 sourcesPalo Alto · $1.6M – $70M
ArchangelreportedNew York
Carya Venture PartnersreportedPalo Alto

Also in the syndicate · 2

DST Global PartnersMixture of Experts

Funding

SEC filings, press & company announcements

$87.2M disclosed across 5 rounds · 2018–2026

▶$200KraisedAug 2019 · 1 investors · Other Technology
Rule 506(b)
Officers, directors & promoters on the filing
  • Michael LaneExecutive Officer, Director
  • Eric MayhewExecutive Officer, Director
  • Scott GaleExecutive Officer
  • Kristin HalpinDirector
Offering amount
$1M
Amount sold
$200K
First sale
Aug 2019
Incorporated
Corporation, Vermont, 2017
Federal exemptions
06b
Full filing on SEC EDGAR ↗
▶$950KraisedOct 2018 · 7 investors · Other Technology
Officers, directors & promoters on the filing
  • Michael LaneExecutive Officer, Director
  • Kristin Halpin PerryDirector
  • Brian McVeyDirector
  • Scott GaleDirector
  • Eric MayhewExecutive Officer, Director
Offering amount
$1M
Amount sold
$950K
First sale
Oct 2018
Incorporated
Corporation, Vermont, 2017
Federal exemptions
04
Full filing on SEC EDGAR ↗

Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.

Competitors · 1

by search overlap
Vendelux20 shared keywordsVendelux runs an AI-based event intelligence platform that helps B2B teams pick events, book meetings and attribute pipeline.

Companies competing with Fluency for the same Google search keywords, organic and paid, via search-intersection analysis.

In the news

Fluency Secures $40M to Expand Agentic AI in Digital Advertising Operating Systemfluency.inc · Feb 2026Fluency Raises $6M Seed Round Led by Accel | Fluencyusefluency.com · Feb 2026Pitch Deck: Fluency Raises $40M to Build Agentic AI Adtech Platform - Business Insiderbusinessinsider.com · Dec 2025Fluency Secures $40M Series A to Bring its AI-Powered Digital Advertising Operating System to More Agencies and Brandsbusinesswire.com · Dec 2025Fluency Raises $40 Million To Fuel AI For Digital Ad Campaign Automation | AdExchangeradexchanger.com · Dec 2025Fluency Raises $40M in Series A Fundingfinsmes.com · Dec 2025

Frequently asked questions

What does Fluency do?
Fluency is a digital advertising operating system that automates paid media campaign execution across walled gardens and the open web for advertising agencies and ad teams. The platform consolidates data, creative assets, inventory, compliance, and audiences to reduce manual work and improve campaign scale.
Who founded Fluency?
Fluency was founded by Eric Mayhew, Mike Lane in 2017.
Who are Fluency's investors?
Fluency's investors include Fraser McCombs Capital, Vermont Center for Emerging Technologies (VCET), Accel, Archangel, Carya Venture Partners.
How much funding has Fluency raised?
Fluency has disclosed $87.2M raised across 5 rounds.
Where is Fluency headquartered?
Fluency is headquartered in Burlington, US.