Duel offers an Advocate Relationship Management platform that lets retail brands such as Lush, ELEMIS, Victoria’s Secret, and Abercrombie & Fitch recruit, activate, and manage large networks of customer-advocates, creators, and ambassadors in a single system of record. The software tracks, rewards, and scales authentic advocacy behaviors, giving brands a measurable, always-on alternative to traditional performance advertising. Duel’s product roadmap includes deeper enterprise AI capabilities to automate the identification, segmentation, and activation of brand fans with hyper-personalized experiences. Fresh Series A capital will support the company’s U.S. expansion following its recent move into New York and fuel category thought-leadership through its Building Brand Advocacy podcast and community. Long term, Duel aims to establish Brand Advocacy as the default growth strategy not only in retail but also in sectors like B2B, music, hospitality, professional services, and entertainment. The company reports that 20–33% of a typical brand’s customers are already active creators and that its platform can manage tens of thousands of advocates with the resources traditionally needed for only a few hundred. Including the new round, Duel has raised more than $21 million to date.

Total raised

$21M

Funding rounds

3

Latest round

Series A

Latest activity

Sep 2025