Test Like the Best: Announcing Our Investment in Copley

Copley marries two Asymmetric hallmarks: first, forming meaningful, long-term relationships with prospective founders, then seeding them before others even know they are in the market; and, second, finding underexploited, customer-ROI-centric application layer use cases for AI.

As far as sourcing stories go, our introduction to the team at Copley is a textbook example of how we generate off-market pre-seed opportunities. In a matter of days, Asymmetric portfolio company founder Arjun Aggarwal (Mandrel), Asymmetric Executive in Residence Sean Marshall (now Copley co-founder and COO), and Asymmetric Advisor Partner (and former Catalant head of sales) Rich Gardner all brought the team now running Copley to our attention. When we announced Sean’s EIR role at Asymmetric, we joked that Rob had spent the better part of a decade trying to hire him at Catalant and then at a number of our portfolio companies. We spent several months first convincing the team to not only raise outside capital but to do it with Asymmetric. They had seen how incredibly capital-efficient Klaviyo was en route to an exit and believed very little third party funding would be required to execute on their vision. Today’s announcement brings the story full circle as we officially announce our investment in Sean, David, and Mike at Copley. This team combines the DNA of legendary Boston tech companies Klaviyo and Demandware (among many others) to create what we believe has a great chance to be Boston’s next pillar tech company.

We are thrilled to lead Copley’s pre-seed round alongside angel investors like Klaviyo co-founders Andrew Bialecki and Ed Hallen, as well as Demandware/Salesforce Commerce Cloud CEOs Tom Ebling and Jeff Barnett, and Underscore VC.

Copley brings AI-powered experimentation to eCommerce marketing, making it easier than ever for brands to systematically test and optimize their content. By leveraging automation and machine learning, Copley enables even small teams to execute high-impact, high-ROI paid marketing—without the heavy lift.

What if eCommerce brands could test and optimize their marketing content as easily as they test pricing or product features?

The most successful companies don’t guess which creative will work best—they experiment. Top brands run rigorous, data-driven tests to refine their digital content, eliminating subjectivity and driving better performance. But while the impact of experimentation is clear, actually operationalizing it is anything but.

Most marketing teams are juggling fragmented workflows, siloed data, and increasing privacy restrictions. Creative fatigue is real, customer acquisition costs are soaring, and teams are stretched thin. Despite all this, marketing content remains one of the least optimized components of the funnel—often dictated more by instinct than by insight.

A Smarter, More Scalable Approach to Experimentation

Copley’s AI-driven platform integrates with major eCommerce tools, pulling in branded content and historical performance data to generate new creative iterations for testing. The system analyzes and categorizes creative assets, uses generative AI to produce new, on-brand content in minutes, and continuously runs experiments to optimize for performance.

But it doesn’t stop at content generation. Copley’s analytics provide real-time insights into what’s working across every channel, helping marketers refine their strategies with data-backed confidence. The result? More efficient ad spend, longer content lifespans, and a dramatically improved return on marketing investment.

The Right Team at the Right Time

Copley’s founding team brings a rare combination of deep eCommerce expertise and a track record of building category-defining products. CEO David Henriquez was a sales engineering leader at Klaviyo, COO Sean Marshall scaled Klaviyo’s sales org as SVP of Sales, and CTO Mike Torra built AI-powered optimization tools at Salesforce Commerce Cloud (formerly Demandware). Their collective experience gives them a unique advantage in tackling this long-standing industry pain point.

What’s Next?

Copley is currently in limited Beta, and early adopters are already seeing impressive results. With this funding, the team will accelerate product development, expand go-to-market efforts, and continue refining its AI models to unlock even greater value for eCommerce marketers.

At Asymmetric, we believe the future of marketing will be defined by AI-native experimentation. Copley is leading that charge, and we couldn’t be more excited to back them.

The company is working through an over-subscribed wait list. If you’re interested in learning more or applying for early access, check it out here.