The sales platform that lets software companies list, manage, and co-sell on AWS, Azure, and Google Cloud marketplaces - with minimal engineering and zero operational drag.
Clazar sells the plumbing behind a quiet shift in how enterprise software gets bought. Increasingly, companies purchase their tools not through a vendor's own contract but through the cloud they already run on - AWS, Microsoft Azure, or Google Cloud. Those marketplaces are projected to move roughly $45 billion in third-party software sales. Getting there, though, has traditionally required months of engineering: listings, metering, private offers, co-sell paperwork, and reconciliation across three different hyperscaler systems.
Founded in San Francisco in 2023 by Trunal Bhanse and Aayush Bahuguna, Clazar packages all of that into a single platform. Its promise is direct: launch on a cloud marketplace in days rather than quarters, without pulling developers off the roadmap. The company describes itself as a "cloud GTM co-pilot" for software businesses of every size.
The founders came to the problem through experience rather than theory. Bhanse, now CEO, led a team scaling cloud marketplace and billing infrastructure at Confluent, and previously worked at Airbnb. Bahuguna, the CTO, spent roughly a decade on product and marketplace systems - scaling Zenefits' payroll processing to $10 million a day and helping grow Airbnb's Experiences platform past $100 million. Both had felt how resource-intensive marketplace presence can be, and built Clazar to remove that friction for everyone else.
That focus found traction quickly. Clazar reported passing 100 paying customers within its first year, a roster that includes Honeycomb, Atlan, Supabase, Pinecone, Rootly, Vectra, UserTesting, Verint, and Momento. In April 2024 the company announced a $10 million Series A led by Ridge Ventures and Ensemble VC, bringing total funding to about $14 million.
Figures as published by Clazar; treat as approximate and directional.
AWS, Azure, and GCP each have their own listing rules, contract formats, metering APIs, and co-sell processes. Supporting all three by hand is a standing engineering cost.
A single marketplace deal touches listings, private offers, metering records, invoicing, and CRM. Gaps between those steps leak revenue and slow sales.
Registering deals with hyperscaler partner teams has historically meant spreadsheets and email. Clazar turns that manual coordination into automated workflows.
"With Clazar's co-sell automation, we are registering more deals than we ever have."
Adel Farahmand · PineconeLaunch and manage listings, private offers, metering, and buyer journeys across AWS, Azure, and GCP - no code required.
Automated opportunity creation and deal registration with hyperscaler partner teams.
A native CRM widget to create and run private offers and co-sell motions inside Salesforce.
No-code workflow automation with 1000+ pre-built connectors to orchestrate GTM processes.
Real-time revenue tracking, deal performance monitoring, and buyer journey analytics across all three clouds.
Programmatic access to marketplace and co-sell data for teams that want to build their own integrations.
Clazar is a B2B SaaS subscription business. It sells its marketplace-automation and co-sell platform to independent software vendors and their go-to-market teams, typically on annual contracts. Fittingly, Clazar lists itself on the same AWS, Azure, and Google Cloud marketplaces it helps others navigate.
Clazar sits in the emerging "cloud GTM" category - tooling that treats hyperscaler marketplaces as a primary revenue channel rather than a checkbox. Its alternatives include Tackle.io, AppDirect/Suger, WorkSpan, and Labra, along with the in-house integrations many ISVs still build themselves. Clazar's pitch is breadth across all three clouds plus co-sell, in one platform.
Led a team scaling cloud marketplace and billing infrastructure at Confluent; earlier at Airbnb. Drives Clazar's product and go-to-market vision.
A decade in product and marketplace systems - scaled Zenefits payroll to $10M/day and helped grow Airbnb Experiences past $100M.
"There's no way we could have gotten to the level of scale we've seen without Clazar."
Sarah Jackson · UserTesting| Round | Amount | Date | Selected Investors |
|---|---|---|---|
| Seed | ~$4M | 2023 | The General Partnership, Twin Ventures, Neha Narkhede, Lenny Rachitsky, Vlad Loktev, Clara Liang |
| Series A | $10M | Apr 2024 | Ridge Ventures, Ensemble VC, Saurabh Gupta (DST Global) |
Total funding to date: approximately $14M.
Trunal Bhanse and Aayush Bahuguna launch in San Francisco to automate the opportunity-to-cash lifecycle on cloud marketplaces.
Backed by The General Partnership, Twin Ventures, and angels including Neha Narkhede, Clazar signs its earliest ISV customers.
Ridge Ventures and Ensemble VC lead the round; Clazar passes 100 paying customers.
Native Salesforce integration and a no-code Automation Builder with 1000+ connectors ship.
Ranked G2 #1 in its mid-market relationship index for marketplace optimization tools.
Four principles guide the remote-first, global team: One Team, Deliver Results, Customer Trust, and Growth Mindset - paired with transparent information sharing and strong medical coverage.
The company ran a full-team workation in Thailand that staff said produced more alignment than any quarterly planning session, and hosts an internal "AI-Thon" hackathon on AI-driven GTM workflows.
Clazar is a platform that lets software companies list, manage, and co-sell their products across AWS, Azure, and Google Cloud marketplaces - handling listings, private offers, metering, co-sell workflows, and revenue analytics without custom engineering.
Clazar was founded in 2023 by Trunal Bhanse (CEO) and Aayush Bahuguna (CTO), who previously worked on marketplace and billing systems at Confluent and Airbnb.
Clazar has raised about $14M total, including a $10M Series A in April 2024 led by Ridge Ventures and Ensemble VC.
The three major hyperscaler marketplaces: AWS Marketplace, Microsoft Azure Marketplace, and Google Cloud Marketplace.
Independent software vendors and SaaS companies, including Honeycomb, Atlan, Supabase, Pinecone, Rootly, Vectra, UserTesting, and Momento - over 100 paying customers in its first year.