Suger helps companies list and evolve in the cloud markets

When cloud suppliers like Microsoft Azure and AWS launched Cloud software markets a decade ago, it opened a new sales channel for software companies as a service (SaaS) to put itself in front of potential customers of ‘business. These markets have indeed allowed SaaS companies to bypass traditional and long sales cycles.

But rarely the seller’s experience is a walk in the park. Obtaining software listed on these markets requires several engineers, and the burden of general costs only increases a company is on a scale.

Jon Yoo and Chengjun Yuan know the problem of their respective era working at Salesforce and confluence. The pair has decided to launch a business, SuckTo reduce the operational challenge associated with sales via cloud markets.

Suger is a toolbox that automates the list of SaaS products on various markets and manages these lists as they increase. The platform’s unified APIs integrate into the invoicing of a company, the management of customer relations and other existing tools.

Yoo said sugar can help with a variety of cloud market tasks, including flexible prices, income reports and delivery of buyers’ ideas.

“We have built a workflow so that we can orchestrate all these actions that these people do as daily work,” Yoo told Techcrunch. “Let us automate each part in the life cycle of a transaction, like each node, so that we can help them transform on a large scale. It really starts to play. We look at our data and see that our customers, on average, 3X their market volume when they turn to an internal solution or a competitor product. »»

Suger launched at the end of 2022. Since then, the company’s customers have become more than 200 companies, including Snowflake, Concept and Intel.

Suger recently raised a series of $ 15 million A, led by Threshold Ventures with the participation of existing investors, notably Craft Ventures, Intel Capital and Y Combinator. Yoo said the company had received several sheets of several terms, as most sugar investors spoke with portfolio companies that find it difficult to compete in the cloud markets.

Some potential investors told Yoo that Suger would find it difficult to raise in this funding environment, because it did not market itself as an “IA company”. Obviously, this has not dissuaded many donors.

“We take advantage of AI internally in our product, but AI is only technology,” said Yoo. “AI can be underlying technology, but what is the real value we provide to our client? In the end, they want to make sure that we help them do their job and complete the work they do, compared to this type of marketing. »»

The use of Cloud markets continues to be an increasing part of business sales. The CEO of Salesforce, Marc Benioff, said that in his second quarter of the 2025 financial year, Three of the ten main offers from Salesforce were closed on the AWS cloud market.

Yoo has added that many young AI startups turn to the cloud markets as a sales channel from the start.

“It’s a massive market,” said Yoo. “It started to become not only a pleasant channel to have, but really an essential channel if you sell to businesses.”

There is competition in the Sugar sector, to be clear. Some companies build their own internal cloud registration system, while others turn to startups like Tacklewhich has collected more than $ 148 million in venture capital funding and offers capacities similar to those of Sugar.

Yoo said Suger had the advantage of being a second engine. (Tackle has been launched a few years ago.) SUGER goes beyond the simple registration process, added Yoo, where Tackle is mainly concentrated.

Yoo said Sugar will put his fresh funds to build his product and extend his engineering bandwidth. Finally, Suger also hopes to build tools for the buyer, help companies get software and manage their expenses.

“”[We’re] Really excited for the future, and not just the future of the company, but also the future of the cloud markets, “said Yoo. “We really want to bring this experience of consumers to B2B sales, because it simply does not make sense to me that it takes two years for a corporate sales cycle.”