Data unification unlocks business value for leading CPG marketplace
Company
Airgoods
Industry
I basically told our entire team: never send a bulk task to our offshore team again. Anything they used to do, try it with Structify first. If Structify can't do it, we'll figure it out. But that hasn't happened yet.
Elian Haddock
COO and Co-Founder
About Airgoods: Airgoods (YC S23) is building the next generation of food & beverage distribution. Using data, AI, and logistics, Airgoods helps independent grocers discover and stock the fastest-selling products at the best prices, while enabling brands to get their products onto store shelves through a curated marketplace experience.
Running a two-sided marketplace means knowing both sides deeply. Which retailers are the right fit for which brands? What products should a buyer in Austin be looking at versus one in Brooklyn? The answers live in data scattered across dozens of sources.
That's where Structify comes in.
Using Structify's data aggregation tech, data source connectors, and AI matching capabilities, Airgoods built the data infrastructure to understand their market at scale, giving them previously inaccessible ability to reach new retailers using unique, data-driven ways. Thanks to Structify, Airgoods has the ability to access the kind of intelligence that makes a marketplace scale exponentially.
Results at a glance
Data-driven matching: Retailer-specific product recommendations generated automatically with reasoning
Eliminated most data outsourcing: Tasks previously sent to offshore teams now handled automatically
Connected a dozen platforms: Intercom, Gmail, Postgresql, PostHog, HubSpot, Slack, Stripe, among others, unified in one reporting layer
Direct app-to-app sync: No data warehouse intermediary required, unlike FiveTran or Hightouch
Before Structify: Great instincts, fragmented data
Airgoods understood their market. They knew which retailers would be the best fit for their brand partners. But that knowledge lived in people's heads, not systems. Turning instinct into action meant manual research, one retailer at a time.
Bulk data tasks went to virtual assistant teams. ChatGPT couldn't handle the work. It's good at text generation, but it doesn't do great with large datasets. Reports that required pulling from multiple siloed systems took days and still came back incomplete.
The GTM team's lead was literally having an assistant help pull together reports from HubSpot, Gmail, and other platforms. The marketplace never stops, but the manual refresh cycle couldn't keep pace.
With Structify: Intelligence that powers the marketplace
Structify gave Airgoods three capabilities that changed how they operate:
Data aggregation for market intelligence: CPG and retailer data that would have taken weeks to compile manually, now available to anyone on the team without engineering support.
Connectors for unified operations: Direct app-to-app connections between Intercom, PostHog, HubSpot, Stripe, and Dots. After evaluating FiveTran and Hightouch, the team realized those solutions only connect databases to apps, not app to app. Structify goes direct.
AI matching for smarter recommendations: Structify’s ‘smart match’ makes difficult matching much easier. For Airgoods, they can now generate retailer-specific materials with product recommendations and the reasoning behind each suggestion. Every match is backed by data, not guesswork.
Impact across every team
GTM: Reporting that previously required assistant support now runs automatically. Cross-platform insights from HubSpot, Gmail, Google Calendar, and other sources unified in real-time.
Ops: Order data, payment reconciliation, and account management workflows connected across Stripe, Dots, and HubSpot without manual data entry.
Platform: PostHog product analytics integrated with operational systems, enabling data-driven decisions without custom engineering work.
Customer Success: Intercom support data flows directly into the CRM, giving account managers complete customer context before every conversation.
Engineering: Data collection tasks that would have required engineering time are now accessible to anyone on the team. No code required, no tickets needed.
The enterprise math: ROI at any scale
When asked about enterprise value at a $100k+ price point, the answer came with 100% confidence: the ROI is obvious. Large enterprises have entire teams doing this work. Between payroll costs and reduced outsourcing spend, the platform pays for itself before you even count the speed advantage.
The proof is in the policy change:
"I basically told our entire team: never send a bulk task to our offshore team again. Anything they used to do, try it with Structify first. If Structify can't do it, we'll figure it out. But that hasn't happened yet."
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"ChatGPT is good at text generation, but it doesn't do great with large datasets."
"It was either being done in a siloed way where there was missing information, or we were outsourcing it again."
"FiveTran and Hightouch don't even offer app-to-app. Structify definitely does this better."
Elian Haddock, COO and Co-Founder
Airgoods, YC S23
