Provi

Provi

Digital marketplace for wholesale alcohol ordering

About Provi

Simplify's Rating
Why Provi is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & Agriculture

Data & Analytics

Enterprise Software

Company Size

201-500

Company Stage

Series C

Total Funding

$124.9M

Headquarters

Chicago, Illinois

Founded

2016

Overview

Provi runs a digital marketplace for wholesale alcohol, connecting bars, restaurants, and off-premise retailers with distributors. It centralizes ordering, pricing, and product discovery in one platform, helping buyers find accurate distributor portfolios, view up-to-date pricing, communicate with their sales reps, and place or repeat orders. The platform also hosts a searchable catalog of over 750,000 drinks with details and pricing to help buyers discover new products. Provi differentiates itself by consolidating the entire ordering and product discovery flow into a single space, offering direct chat with assigned reps and a broad, reliable catalog, all while earning revenue through commissions on transactions. The goal is to streamline the beverage alcohol supply chain, save time for buyers, and promote efficiency in purchasing and product discovery.

Simplify Jobs

Simplify's Take

What believers are saying

  • Kevin Price's CFO appointment drives scaling with Trunk Club acquisition expertise.
  • SevenFifty partnership positions Provi as thought leader convening industry analysts.
  • Enterprise Plus targets 70% turnover in chains via centralized visibility.

What critics are saying

  • BevAlc's AI forecasting erodes Provi's 10% retailer share in 6-12 months.
  • Southern Glazer's app captures 25% of Provi's distributor volume in 12-18 months.
  • TTB blockchain mandate by Q4 2026 forces Provi platform overhaul or delisting.

What makes Provi unique

  • Provi connects buyers, distributors, suppliers with 750,000-product database.
  • Enterprise Plus standardizes purchasing for restaurant chains with compliance controls.
  • ProviPay digitizes payments, streamlining invoice tracking across distributors.

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Funding

Total Funding

$124.9M

Above

Industry Average

Funded Over

4 Rounds

Notable Investors:
Series C funding is usually for startups that are doing well and are looking for more money to fuel major growth, such as acquiring other companies, expanding into global markets, or launching new product lines. Investors typically include larger venture capital firms and private equity.
Series C Funding Comparison
Above Average

Industry standards

$50M
$50M
Medium
$62M
SeatGeek
$75M
Provi
$100M
Oura

Benefits

Health Insurance

Dental Insurance

Vision Insurance

401(k) Company Match

Unlimited Paid Time Off

Long/Short Term Disability

Employee Assistance Program

Paid Holidays

Growth & Insights and Company News

Headcount

6 month growth

1%

1 year growth

0%

2 year growth

1%
Business Wire
Feb 25th, 2026
Provi launches Enterprise Plus to help restaurant chains standardise beverage purchasing and boost compliance

Provi, a beverage alcohol management platform, has launched Enterprise Plus, a new subscription tier designed for national and regional restaurant chains. The service helps operators strengthen corporate compliance, standardise purchasing and gain visibility across complex beverage programmes. The platform enables corporate teams to implement order submission controls, apply spending thresholds and establish product approval workflows whilst preserving existing local distributor relationships. Enterprise Plus provides consolidated reporting on buying behaviour and programme adherence across all markets. The launch addresses challenges faced by scaling restaurant groups, including workforce turnover exceeding 70% annually and the complexity of managing thousands of distributor relationships across multiple locations. Order requests continue flowing through existing distributor partnerships whilst providing centralised visibility for corporate beverage teams.

Irish Liquor Lawyer
Jul 28th, 2025
Provi and RNDC finalize their settlement

Provi claimed that RNDC's actions excluding Provi from the marketplace constituted violations of the Sherman Anti-Trust Act.

PYMNTS
Jul 30th, 2024
Treasury’S Digital Migration Creates Greater Synergies With Finance Function

Every coin has its flip side. And when it comes to the finance and treasury functions of their organizations, businesses are increasingly calling both ‘heads’ and ‘tails’ to navigate today’s operational uncertainties. This shift toward a greater convergence and potential synergies between the roles of finance and treasury is not merely a response to economic pressures or regulatory changes. Instead, it reflects a deeper strategic alignment aimed at enhancing financial and business success on both micro and macro levels by unlocking the digital transformation of previously siloed functions. While both treasury and finance departments have historically shared a focus on financial management, their perspectives and approaches have traditionally been distinct

PYMNTS
Jun 4th, 2024
Why There Are No Sacred Cows For Today’S Cfos

The global economy today is increasingly marked by volatility and rapid shifts. Geopolitical tensions, technological advancements and changing consumer preferences demand that businesses remain agile yet resilient amidst a backdrop of increasing uncertainty. And in such a climate, there are no sacred cows for today’s CFOs. Every aspect of a business is subject to scrutiny and re-allocation as finance functions work to eliminate waste and clean up balance sheets. That’s what top finance leaders have repeatedly told PYMNTS for the series “A Day In The Life of a CFO,” stressing that gone are the days when certain assets or expenditures were considered untouchable

PYMNTS
May 3rd, 2024
What The Future Of Work Means For Cfos’ Budgets

Over $38 billion of U.S. office buildings face loan defaults, foreclosures or other distresses. At the same time, many companies are relocating or centralizing their headquarters. That’s why, for today’s CFOs, the cost and cultural balance around return to office versus remote work and other hybrid setups is top of mind as businesses look to unlock sustainable growth and profitability. Increasingly, the calculus is changing as business leaders look to realize efficiencies and answer pressing questions around internal spend

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