Brand Advocacy Platform, Duel, Raises $16M in Series A

NEW YORK--(BUSINESS WIRE)--Sep 23, 2025--

Duel, the leading Brand Advocacy platform helping leading retail brands including Lush, ELEMIS, Victoria’s Secret and Abercrombie & Fitch grow through their own fan and creator communities instead of traditional advertising, has raised $16 million in a Series A round. The funding was co-led by Molten Ventures and Bright Pixel, alongside existing investor Peter Bauer, founder of Mimecast.

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Duel empowers brands to drive sustainable growth by activating their most powerful marketing asset: their existing brand fans. It enables brands to recruit, activate, and grow fully owned networks of creators - including professionals, amateurs and emerging talent - from their everyday customers who then generate authentic content, influence purchasing behaviour, and drive referrals across every social platform with personalised storefronts. The result is a measurable, always-on advocacy engine that turns real customers into a scalable growth channel.

The funding will fuel Duel’s growth across the US following its recent expansion to New York, expand its Enterprise AI-driven capabilities, and cement Brand Advocacy as the go-to philosophy for building today’s most successful retail brands.

Paul Archer, CEO and co-founder of Duel, explains: “In today's hyper connected world in which social media is now twice the size of all other media channels combined and entirely user-generated, the most successful brands are the ones investing in people and in community, not in ads.

“Because the truth is, a brand’s best marketers aren’t on their payroll - they’re the customers already out there sharing and recommending the products they love.

“We know from our own data that between a fifth and a third of a brand’s customers are already active creators, so at Duel, we help brands recruit, activate, and scale these authentic voices, turning everyday customers into powerful advocates who fuel measurable growth.”

At the core of Duel’s solution is its Advocate Relationship Management platform - the single system of record for every type of advocate, from customers and creators to ambassadors and employees. It enables brands to track, engage, and reward advocacy behaviours in one unified platform and to run programs at scale, managing tens of thousands of advocates with the same resources that once supported only a few hundred.

Nicola McClafferty, Partner at Molten Ventures, says: “Duel is rewriting the playbook for how brands grow in the modern world. Performance marketing has become expensive, impersonal, and often ineffective. Duel provides an alternative that is better aligned to how consumers discover and engage with brands, and can transform the way that brands are built and marketed. We’re thrilled to support Duel as they build a new category and reshape how modern brands grow.”

Miguel Bagulho, Investment Director at Bright Pixel Capital, the tech investment arm of Sonae Group, adds: “What we see within our retailers and brand partners today is clear: the old model of short-term, transactional campaigns is losing effectiveness. The brands driving the strongest growth are those building durable communities and creating long-term value through their customers. Duel is championing this shift, turning advocacy into a systematic, scalable strategy. We believe Brand Advocacy will become one of the defining growth drivers of the next decade, not just in retail but across every sector and Bright Pixel is proud to back Paul and the Duel team as they lead this transformation.”

Duel’s long-term vision extends beyond retail, aiming to make Brand Advocacy the standard philosophy for building companies across all industries, from B2B to music, hospitality, professional services, and entertainment.

Archer concludes: “Many companies still think they control their brand, when in reality it lives in the conversations happening every day among millions of customers on social media. The brands winning today are the ones that earn it - they loosen their grip, humanise themselves, and empower fans to carry the brand forward. Those that don’t do this won’t survive the decade.

“We give ambitious brands the system and expertise to turn that everyday advocacy into their most powerful growth channel - and with this investment, we’re only just getting started.”

This Series A funding round brings Duel’s total funding to over $21 million to date.

About Duel

Duel is the Brand Advocacy Platform built for the new era of marketing. Designed for retail brands, Duel enables businesses to scale customer acquisition through real advocates, creators, and communities, transforming brand love into measurable growth. Learn more at duel.tech.

About Molten Ventures

Molten Ventures is a leading venture capital firm in Europe, developing and investing in high growth technology companies. It invests across four sectors: Enterprise & SaaS; AI, Deeptech & Hardware; Consumer Technology; and Digital Health with highly experienced partners constantly looking for new opportunities in each. For more information, go to moltenventures.com

About Bright Pixel

Bright Pixel Capital is the technology investment arm of the multinational group Sonae. With special focus on cybersecurity, infrastructure software, retail technologies, business applications and emerging tech, it has a portfolio of more than 60 companies, from early to growth stages. Bright Pixel acts as a partner that brings specialized know-how, global footprint, and a wealth of experience in helping companies from early stage to IPO. For more information, visit brpx.com.

Notes to editors:

 

Paul Archer, CEO and co-founder of Duel

UTICA, N.Y. (AP) — A New York prison guard who failed to intervene as he watched an inmate being beaten to death should be convicted of manslaughter, a prosecutor told a jury Thursday in the final trial of correctional officers whose pummeling, recorded by body-cameras, provoked outrage.

“For seven minutes — seven gut-churning, nauseating, disgusting minutes — he stood in that room close enough to touch him and he did nothing,” special prosecutor William Fitzpatrick told jurors during closing arguments. The jury began deliberating Thursday afternoon.

Former corrections officer Michael Fisher, 55, is charged with second-degree manslaughter in the death of Robert Brooks, who was beaten by guards upon his arrival at Marcy Correctional Facility on the night of Dec. 9, 2024, his agony recorded silently on the guards' body cameras.

Fisher’s attorney, Scott Iseman, said his client entered the infirmary after the beating began and could not have known the extent of his injuries.

Fisher was among 10 guards indicted in February. Three more agreed to plead guilty to reduced charges in return for cooperating with prosecutors. Of the 10 officers indicted in February, six pleaded guilty to manslaughter or lesser charges. Four rejected plea deals. One was convicted of murder, and two were acquitted in the first trial last fall.

Fisher, standing alone, is the last of the guards to face a jury.

The trial closes a chapter in a high-profile case led to reforms in New York's prisons. But advocates say the prisons remain plagued by understaffing and other problems, especially since a wildcat strike by guards last year.

Officials took action amid outrage over the images of the guards beating the 43-year-old Black man in the prison's infirmary. Officers could be seen striking Brooks in the chest with a shoe, lifting him by the neck and dropping him.

Video shown to the jury during closing arguments Thursday indicates Fisher stood by the doorway and didn't intervene.

“Did Michael Fisher recklessly cause the death of Robert Brooks? Of course he did. Not by himself. He had plenty of other helpers,” said Fitzpatrick, the Onondaga County district attorney.

Iseman asked jurors looking at the footage to consider what Fisher could have known at the time “without the benefit of 2020 hindsight.”

“Michael Fisher did not have a rewind button. He did not have the ability to enhance. He did not have the ability to pause. He did not have the ability to get a different perspective of what was happening in the room,” Iseman said.

Even before Brooks' death, critics claimed the prison system was beset by problems that included brutality, overworked staff and inconsistent services. By the time criminal indictments were unsealed in February, the system was reeling from an illegal three-week wildcat strike by corrections officers who were upset over working conditions. Gov. Kathy Hochul deployed National Guard troops to maintain operations. More than 2,000 guards were fired.

Prison deaths during the strike included Messiah Nantwi on March 1 at Mid-State Correctional Facility, which is across the road from the Marcy prison. 10 other guards were indicted in Nantwi's death in April, including two charged with murder.

There are still about 3,000 National Guard members serving the state prison system, according to state officials.

“The absence of staff in critical positions is affecting literally every aspect of prison operations. And I think the experience for incarcerated people is neglect,” Jennifer Scaife, executive director of the Correctional Association of New York, an independent monitoring group, said on the eve of Fisher's trial.

Hochul last month announced a broad reform agreement with lawmakers that includes a requirement that cameras be installed in all facilities and that video recordings related to deaths behind bars be promptly released to state investigators.

The state also lowered the hiring age for correction officers from 21 to 18 years of age.

FILE - This image provided by the New York State Attorney General office shows body camera footage of correction officers beating a handcuffed man, Robert Brooks, at the Marcy Correctional Facility in Oneida County, N.Y., Dec. 9, 2024. (New York State Attorney General office via AP, File)