Why This Matters to Distributors: InstaLILY is expanding its wholesale distribution business by hiring a longtime National Association of Wholesaler-Distributors executive as it grows its AI platform for quote-to-order automation, sales prioritization, and other distributor workflows.
InstaLILY has hired Adam Isenberg as head of distribution, adding a National Association of Wholesaler-Distributors (NAW) executive to lead its work with wholesale distributors.
The New York-based artificial intelligence company announced the appointment Aug. 3. Isenberg spent more than 14 years at NAW, where he worked with executives and operators across the wholesale distribution industry.
In his new role, Isenberg will lead InstaLILY’s engagement with distributors, deepen industry partnerships, and support the company’s continued expansion across the wholesale distribution market.
InstaLILY said distributors already have demand flowing into their businesses through requests for quotes, purchase orders, product searches, customer conversations, and account history. Converting that demand into revenue, however, often requires employees to assemble information from enterprise resource planning (ERP) systems, customer relationship management (CRM) software, email, catalogs, and other business systems.
The company said its Lily platform, which it describes as the first AI Forward Deployed Engineer, learns how a company prices, sells, approves, and serves customers before building software that operates within existing technology environments. The platform connects ERP systems, CRM software, email, company data, internal applications, and human approval workflows while allowing distributors to keep their existing systems in place.
According to the company, Lily can be deployed within days and integrates with systems commonly used by distributors, including Epicor Prophet 21, IBM AS/400 environments, Salesforce, SAP, Oracle, email, and internal applications.
InstaLILY said the platform automates quote-to-order workflows by processing customer inquiries received through email, PDF or fax, matching them with customer records, products, inventory, pricing and approval rules before preparing quotes, routing approvals, processing purchase orders and writing completed transactions back into the ERP. The platform also identifies accounts most likely to buy and provides sales teams with customer, product, pricing, and cross-sell information.
For manufacturers and original equipment manufacturers, the company said the platform connects information across dealer and distributor networks to provide visibility into inventory, demand, sales activity, and competitive exposure.
InstaLILY said customers include SRS Distribution, ITW, Harrington, Radwell International, National Nail, Novae, Copper State Bolt & Nut and Parts Town.
The appointment follows InstaLILY’s July 14 announcement that it raised $60 million in funding led by Energize Capital, with participation from Insight Partners, Home Depot Ventures, and United Rentals. The company said the financing increased its total funding to $100 million and will support continued product development, workforce expansion, and growth into additional industries.
Founded in 2023 by Amit Shah and Sumantro Das, InstaLILY is headquartered in New York with offices in San Francisco, London, and Toronto. The company said it serves customers through construction, industrial distribution, logistics, healthcare, and other operationally intensive industries.
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