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Upstock

Founded 2020 · 25 employees on LinkedIn · 6 known investors

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Upstock is a wholesale ordering platform for FMCG foodservice suppliers that automates orders, invoicing, payments, and logistics, and connects suppliers with grocery and foodservice buyers through an online marketplace. It offers AI-assisted email order processing, supermarket and courier integrations, digital catalogues, and card payments, with a focus on the Australia and New Zealand markets.

B2B MarketplacesFoodTechSaaS

Founders & leadership

Upstock was founded in 2020 by Philip Fierlinger, Matt Watson, and Duncan Ritchie.

PFPhilip Fierlinger
Philip FierlingerCo-founder, CXOHe previously served as Head of Design at Xero for nearly a decade and founded a digital agency that worked with clients including Apple, Disney, and Sony.
MWMatt Watson
Matt WatsonFounder
DRDuncan Ritchie
Duncan RitchieCo-founderDuncan Ritchie is CEO of Upstock, a B2B SaaS platform for wholesale FMCG foodservice ordering operating in New Zealand, Australia, and the United States. Previously, he held roles in product and engineering leadership at Xero during its growth to over one million customers.

Investors · 6

Arc Angelslisted by Arc AngelsAuckland
Enterprise Angelslisted by Enterprise AngelsTauranga

How we know: Enterprise Angels's portfolio page · Not right? Tell us

Icehouse Ventureslisted by Icehouse VenturesAuckland · $120K – $2.4M

How we know: Icehouse Ventures's portfolio page · Not right? Tell us

NZVClisted by NZVCAuckland
Possible VenturesreportedMunich · $100K – $5M

How we know: a partner's Signal profile · Not right? Tell us

Founder mafia

2 people who came through Upstock went on to found or lead other companies.

Casey FentonCEO & FounderFounded CouchsurfingPhilip FierlingerCo-founderFounded Xero

Frequently asked questions

What does Upstock do?
Upstock is a wholesale ordering platform for FMCG foodservice suppliers that automates orders, invoicing, payments, and logistics, and connects suppliers with grocery and foodservice buyers through an online marketplace. It offers AI-assisted email order processing, supermarket and courier integrations, digital catalogues, and card payments, with a focus on the Australia and New Zealand markets.
Who founded Upstock?
Upstock was founded by Philip Fierlinger, Matt Watson, Duncan Ritchie in 2020.
Who are Upstock's investors?
Upstock's investors include Angel HQ, Arc Angels, Enterprise Angels, Icehouse Ventures, NZVC, Possible Ventures.