11 Top B2B Startups to Follow in 2024

Abstract concept with laptop, the letters B2B on the screen and symbols on top.

In the dynamic world of business-to-business (B2B) startups, innovation is driving unprecedented growth and transformation. As these companies leverage cutting-edge technologies to solve complex business challenges, they are attracting significant attention from investors and industry leaders alike. With access to vast amounts of financial data, these startups can make data-driven decisions and optimize their strategies for success.

In fact, more than half of the startups on our list have raised impressive amounts of capital in recent funding rounds — highlighting the immense potential and market demand for their solutions. This article will showcase the top B2B startups to watch, exploring how they are revolutionizing their respective industries and shaping the future of business.

Top B2B Companies to Watch

Every year, new startups pull to the forefront of their industry through exciting innovation and industry-disrupting business models. We've rounded up the most exciting B2B startups of 2024 that startup-lovers, investors, and aspiring entrepreneurs should follow. 

Disclaimer: With so many exciting startups launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.

1. Arrow

  • Location: San Francisco, California
  • Founder(s): Rolan Reichel, Jason Rubenstein, Pablo Munoz De Cote
  • Founded In: 2018
  • Funding: Seed, $935,000
  • Investors Include: EXPERT DOJO, Cosmos Global Holdings, ARCADIAN Fund

Arrow is an artificial intelligence (AI)-powered, B2B Software as a Service (SaaS) platform that automates social media content creation and management for businesses. With features like ready-to-use posts, custom content channels, and dedicated user success managers, Arrow helps busy professionals seamlessly post engaging content, grow their following, and build credibility.

2. Plural

  • Location: Minneapolis, Minnesota
  • Founder(s): Damola Ogundipe, Yemi Adewunmi
  • Founded In: 2017
  • Funding: Series A, $14 Million
  • Investors Include: Menlo Ventures, Consonance Investment Managers, Debut Capital

Plural is a software platform that helps automate the analysis of legislation and regulations. The company’s mobile-friendly application makes it easy to search through existing policies and track upcoming policy changes. It's even possible to compare and contrast similar bills from different states. Plural enables companies, such as law firms and nonprofit policy advocates, to streamline the discovery work and promote democratic outcomes for communities.

3. Osano

  • Location: Austin, Texas
  • Founder(s): Arlo Gilbert, Scott Hertel
  • Founded In: 2018
  • Funding: Series B, $44.4 Million
  • Investors Include: Next Coast Ventures, Jump Capital, Baird Capital

Osano is an innovative B2B startup that is revolutionizing the way businesses handle and protect customer data. In an era where data privacy and security are paramount, Osano provides a comprehensive platform that enables companies to collect, manage, and utilize consumer data in a responsible, transparent, and compliant manner. By leveraging advanced encryption technologies and data governance best practices, Osano ensures consumer data is safeguarded at every stage of the data lifecycle.

4. Emotive

  • Location: Los Angeles, California
  • Founder(s): Brian Zatulove, Zachary Wise
  • Founded In: 2018
  • Funding: Series B, $103.2 Million
  • Investors Include: Beyond Capital, Bonfire Ventures, Mucker Capital

Emotive is a B2B SaaS company that provides mobile marketing through emotionally intelligent text message conversations. Rather than blasting cold leads with one-way communication, Emotive has two-way short message service (SMS) conversations that are automated and customized to match an advertiser's voice. Once a lead is retained as a customer, Emotive is able to process orders and payments — all through SMS threads. Companies can use this intelligent technology to help customers feel a human connection. 

5. Apron

Apron is a game-changing B2B startup that simplifies and streamlines the way small businesses pay their suppliers. By providing a user-friendly platform, Apron empowers entrepreneurs and small business owners to manage their supplier payments efficiently to save time and reduce administrative overhead. With Apron, businesses can easily track and schedule payments to  ensure their suppliers are paid promptly and accurately.

6. Superlayer

  • Location: London, England
  • Founder(s): Federico Samuelly
  • Founded In: 2021
  • Funding: Seed, $1.3 Million
  • Investors Include: Notion Capital, Accel Starters, Concept Ventures

Superlayer is a revolutionary B2B startup that empowers sales teams to unlock their full potential and drive unprecedented growth. By providing a suite of cutting-edge tools and analytics, Superlayer enables sales professionals to streamline their workflows, optimize their sales process, and close more deals.

7. Legalist

  • Location: San Francisco, California
  • Founder(s): Christian Haigh, Eva Shang
  • Founded In: 2016
  • Funding: Venture, $100 Million
  • Investors Include: Y Combinator, Refactor Capital, Vy Capital

Legalist is a data-driven startup that combines technology with expertise. The firm allows clients to invest credit assets at scale with risk-adjusted returns. Specializing in technology-enabled alternative assets, Legalist has helped family offices, insurance companies, foundations, and others with more than half a billion dollars in investments.

8. Routable

  • Location: San Francisco, California
  • Founder(s): Omri Mor, Tom Harel
  • Founded In: 2017
  • Funding: Series B, $48.02 Million  
  • Investors Include: Sam Altman, Flexport, Gramercy Ventures

San Francisco-based Routable provides an application that allows for B2B invoicing and payments. The platform's application programming interface (API) makes it possible to customize payment requests and processing. More than just flexible and scalable, Routable’s application is able to integrate into a company's existing accounting infrastructure. 

9. GreatHorn

  • Location: Denver, Colorado
  • Founder(s): Kevin O'Brien, Raymond Wallace
  • Founded In: 2015
  • Funding: Series B, $22.6 Million
  • Investors Include: Techstars Venture Capital Fund, Uncork Capital, ff Venture Capital

GreatHorn is a cloud-based email protection service that offers layers of defense. Compatible with software like Microsoft 365 and Google Workspace, GreatHorn can detect targeted attacks and phishing attempts before they can compromise a business. This tech also empowers the users to defend themselves by making it easy to report phishing and enabling biometric identity confirmation. Admin policies also are customizable based on need, allowing a company’s email security to evolve as emerging threats are identified and remediated. 

10. Upflow

  • Location: New York, New York
  • Founder(s): Alexandre Louisy, Barnaby Malet
  • Founded In: 2018
  • Funding: Series A, $22.9 Million
  • Investors Include: Lorimer Ventures, 9Yards Capital, Y Combinator

Upflow is a B2B payment collection software that systematically tracks unpaid invoices. It can be seamlessly integrated with existing invoicing software, such as QuickBooks. Payment reminders are automated and customizable, streamlining the payment process and keeping customers happy. 

11. Fathom

  • Location: San Francisco, California
  • Founder(s): Andrew Lockhart, Christopher Bockman
  • Founded In: 2016
  • Funding: Series B, $61 Million
  • Investors Include: Founders Fund, Lightspeed Venture Partners, Alkeon Capital

Medical companies are using Fathom to make their jobs easier. Fathom offers an AI platform built for medical coding, which maximizes the speed to enter and read chart information. Its real-time audit feature flags any issues, allowing users to automate their coding. With Fathom, medical professionals can spend less time worrying about the technology and more time with their patients. 

Recommended: Check out our full list of the hottest startups to watch!