Brazilian startup Sinatra AI, which uses artificial intelligence to reduce losses in e-commerce, raised R$10 million in a seed funding round. The investment was led by BluStone and included participation from Caravela Capital, GR8 Ventures, and Plug and Play.
In addition to the capital injection, part of the funds from the round was allocated to the purchase of the stake held by Grupo Quality Digital, which sold its entire stake in the business. The investment firm had entered Sinatra last year, when it led the pre-seed round of R$ 4.2 million.
The seed round comes after the company, with just over 12 months of commercial operation, signed contracts with major companies such as Americanas, Pague Menos, Electrolux, and Decathlon. In total, Sinatra's client list exceeds 40 names.
Since January of last year, Sinatra claims to have generated approximately R$ 100 million in savings. The goal is to reach R$ 1 billion by the end of this year.
A significant portion of these savings comes from detecting pricing errors. “It’s very common to see a promotion with a price of R$7,000 reduced to R$700 because someone made a mistake by one digit in the spreadsheet. We can detect this as soon as the price goes up,” says Rafael Guerra, founder and CEO of Sinatra, to NeoFeed .
According to Guerra, this type of failure used to be identified reactively, after reaching customer service or impacting operations. Sinatra's proposal is to anticipate this process.
In 2025, Sinatra's revenue was just over R$1 million. For this year, the company expects to multiply its revenue tenfold. The expectation is that the company will reach break-even within 12 to 18 months.
Before starting the project that would give life to Sinatra, about three years ago, Guerra spent more than a decade and a half working in e-commerce, where he gained firsthand knowledge of the challenges in operations and technology.
In practice, price analysis starts with identifying each customer's sales patterns, combining operational data with artificial intelligence developed by Sinatra itself.
“We have been developing our internal AI for three years. We use 100% proprietary technology; we don't use anything from outside, we don't have any OpenAI, Anthropic, etc. technology,” he states.
Sinatra applies this same technology to other areas of its operation, such as preventing external and internal fraud, monitoring payment methods, identifying checkout errors, managing inventory, and tracking logistics.
Although it doesn't present itself as an anti-fraud tool, Guerra claims to be able to identify this type of problem as a consequence of the integrated reading of the operation's data.
One of the fraud cases identified by the technology, for example, involved an employee who used internal discounts to buy products in volumes incompatible with his income and then resell them. According to Guerra, the employee received around R$ 5,000 per month, but ended up buying R$ 300,000 worth of discounted products.
“In just a few days, this problem cost the company almost R$ 20 million. Without Sinatra, it would have taken them at least a month to identify it, which could have cost hundreds of millions of reais,” says Guerra.
The perceived value of Sinatra's services was one of the key factors in BluStone taking the lead in the seed round. "Some Sinatra clients we spoke with mentioned savings of tens of millions of reais by using Sinatra's tool. It's a problem that exists, even among the largest operators," says Carlos Lopes, partner at BluStone.
Another factor that caught the investor's attention, he comments, was the fact that no client, throughout the entire operating period, canceled Sinatra's services. "Zero, nobody ever left. So, they are seeing value in this solution."
Sinatra's plans
The funding from this funding round will be primarily allocated to research and development. Sinatra aims to expand the technologies used to identify anomalies in real time and automate decisions across various aspects of e-commerce operations, from pricing and inventory to payment, fraud, and logistics.
The Sinatra team consists of 14 people, including engineers with master's and doctoral degrees, as well as analytics professionals. "In fact, we are a research and development company."
“A technical team that excels at developing a product is far more valuable than a sales team. This differentiated product will eventually be absorbed by the market because they will understand how much value the product adds,” said Lopes.
During the business analysis, Lopes says he didn't find any company offering the same services as Sinatra, even in more developed countries. "So, this is a business that we intend to take to the whole world."
In addition to Brazil, the company already has clients in five other Latin American countries, including Argentina, Chile, and Colombia. The ambition now is to reach the American market, where Sinatra has begun discussions with potential e-commerce clients.
“If it continues on this trajectory, in 12 to 18 months Sinatra will already be a large company. But it has plans, such as international expansion, which would probably require new fundraising.”
