Swivel, the no-code AI workflow automation platform for advertising operations and account management, has raised $5.8 million in Series A funding. The round, led by Tribeca Venture Partners and Ardent Venture Partners, underscores the rapid momentum behind Swivel’s mission to eliminate manual inefficiencies in ad operations. The raise follows the company’s seed round last year and coincides with its strategic rebrand from PilotDesk to Swivel — a shift that signals its broader ambitions in AI-powered revenue operations.
Redefining Ad Operations with Intelligent Automation
1. Addressing Repetitive Work in AdTech
- CEO Joseph Hirsch emphasized Swivel’s focus on removing operational bottlenecks in advertising workflows.
- The platform is designed to end the need for “swivel-chairing” — manually shifting between disparate platforms like ad servers, DSPs, SSPs, and OMSs.
- The result: faster execution, better performance, and lower costs.
2. Investor Confidence Reflects Clear Market Fit
- The round was oversubscribed, with strong support from new and existing investors:
- Tribeca Venture Partners
- Motley Fool Ventures
- Ardent Venture Partners (increased commitment)
- Roster Capital
- AperiamVentures
- Investors cited Swivel’s clear ROI, market traction, and proven leadership as reasons for backing the company.
Platform Impact: From Pilot to Long-Term Partnerships
3. Proven Results with LG Ad Solutions
- Swivel automated over 500,000 actions, translating to 25,000 hours of productivity gains.
- This success led to a transition from pilot project to a long-term strategic partnership.
- The platform’s flexibility allows teams to avoid overhauling existing systems — a significant differentiator in adtech.
4. Future Roadmap: Scaling AI and Integration
- The new funding will accelerate:
- AI-driven orchestration for smarter, intent-based workflows.
- Unified analytics to provide better operational insights.
- Deeper integrations with major adtech platforms, including DSPs, SSPs, ad servers, and OMSs.
Rebrand to Swivel: A New Phase of Growth
5. New Identity, Same Mission
- The rebrand to Swivel reflects the company’s vision of creating intelligent systems that seamlessly automate revenue operations at scale.
- The name symbolizes the elimination of the tedious “swivel-chair” task switching that has long plagued ad ops teams.
6. Founding Team with Deep AdTech Roots
- Swivel is led by the team behind SpringServe, acquired by Magnite in 2021:
- Joe Hirsch, Matt Dearborn, and Rich Lin.
- Key leadership includes:
- Frans Vermeulen, President (ex-TransUnion, TruOptik, FreeWheel)
- Geir Magnusson Jr., CTO (formerly at AppNexus, fuboTV, SourcePoint)
- Together, the team combines deep operational experience with scalable product execution.
With its Series A funding and strategic rebrand, Swivel is poised to become the go-to AI automation platform for ad operations and revenue teams. Its ability to deliver measurable outcomes without disrupting existing infrastructure positions it uniquely in the fast-evolving adtech ecosystem. As advertising becomes increasingly complex, Swivel offers a clear, actionable path to operational efficiency, reduced overhead, and smarter scaling.
