Suger Simplifies SaaS Listings and Scaling on Cloud Marketplaces

When cloud providers like Microsoft Azure and AWS introduced cloud software marketplaces over a decade ago, they revolutionized the way SaaS companies reached enterprise customers by bypassing lengthy sales cycles. However, listing and scaling software on these marketplaces remains a complex and resource-intensive process.

Recognizing this challenge, Jon Yoo and Chengjun Yuan, with experience at Salesforce and Confluent respectively, founded Suger to streamline the seller-side experience. Suger offers a toolkit that automates SaaS product listing across cloud marketplaces and manages these listings as businesses grow.

The platform integrates seamlessly with billing, CRM, and other tools through unified APIs. It simplifies key marketplace-related tasks like flexible pricing, revenue tracking, and delivering actionable buyer insights.

“We’ve built a workflow to automate each part of the transaction lifecycle,” Yoo told TechCrunch. “On average, our customers triple their marketplace volume after switching to Suger.”

Since its launch in late 2022, Suger has grown rapidly, serving over 200 companies, including Snowflake, Notion, and Intel. Recently, the company raised $15 million in Series A funding led by Threshold Ventures, with backing from Craft Ventures, Intel Capital, and Y Combinator.

Although competition exists — notably from companies like Tackle — Suger leverages its status as a second mover to go beyond listing automation, offering a comprehensive solution for scaling and managing marketplace operations.

Looking ahead, Suger plans to expand its product capabilities and engineering team while exploring tools for software buyers to streamline procurement and spend management. “We want to bring a consumer-like experience to B2B sales,” Yoo said.

The rise of cloud marketplaces as a critical enterprise sales channel — not just a supplementary option — underscores Suger’s potential to reshape how SaaS companies scale and succeed.