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Corbel, an operating system for industrial equipment manufacturers, raised a $6.7 million seed, CEO Le'ora Lichtenstein tells Axios Pro exclusively.

Why it matters: It provides two years of runway for the startup, which is already engaging with Series A investors, the CEO says.

Follow the money: Ibex Investors led, and Joule Ventures, Restive Ventures and Selah Ventures joined.

How it works: Corbel's AI helps a representative understand the customer's needs, then builds a curated sales experience based on the customer's specific business operation.

Piranha Fabrication and New Tech Machinery are among the NYC-based startup's nine customers since its launch in January.

What they're saying: "We started with speed to quote," Lichtenstein says. 

"What we're seeing now, more and more, is it's about personalization around the quote," she adds, "giving the customer — that business owner that's purchasing the machine — the information they need to feel confident that this machine is the correct machine for their business."

Flashback: Lichtenstein, Dor Litay and Michael Mallin founded Corbel in 2023 as a fintech for industrial equipment makers, given that most orders are financed.

They pivoted when they realized that the sale process for heavy-duty products ranging from $50,000 to $500,000 in value was complex and lacked technology that could streamline it for sales reps.

Catch up quick: Lichtenstein comes from private equity, serving as an angel investor at Lenkie, Preql and Carted.

Litay, the startup's chief technology officer, is a veteran of the Israeli Military Intelligence.

Stunning stat: Industrial equipment is expected to surpass $1 trillion in market value by 2030. 

Yes, but: About 70% of manufacturers still input data manually, according to the Manufacturing Leadership Council.

What's next: Corbel is hiring across the board, including AI engineering talent, with a focus on improving the aftermarket component sales process.

When a customer buys a $500,000 fiber laser machine, and a part needs to be replaced, "it is absolutely mission critical that you get that machine up and running as quickly as possible," Lichtenstein says.

"Leveraging AI to streamline those processes — that's something that we are focusing very heavily on over the next six to 12 months," she says.

Exclusive: Industrial equipment platform Corbel raises $6.7M seed

It provides two years of runway for the startup, which is already engaging with Series A investors, the CEO says.

Illustration of a roll of green sheet steel resembling a roll of cash hanging from a crane 

Corbel, an operating system for industrial equipment manufacturers, raised a $6.7 million seed, CEO Le&#x27;ora Lichtenstein tells Axios Pro exclusively.Why it matters: It provides two years of runway for the startup, which is already engaging with Series A investors, the CEO says.

Exclusive: Industrial equipment platform Corbel raises $6.7M seed

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