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07 Oct 2026, 6:34 AMTechCrunch4.0 Ex-Ramp engineers raise $20M for platform Melius after scrapping their first product

Melius, a New York-based startup founded by three former Ramp engineers (Joowon Kim, Young Kim, Arnav Ramu), raised $25M total: a $20M Series A led by CRV plus a $5M seed led by General Catalyst. The company originally spent more than six months building an AI performance-marketing tool for managing and optimizing ad spend, then scrapped the entire codebase and rebuilt as an 'agents lab for creative work' that generates ad campaigns, images, and videos. It claims over $1M in annualized revenue within two months of coming out of stealth in July, and competes with Higgsfield — reportedly valued at $5.4B in August with over $700M in annualized revenue — plus Krea and Flora AI.

Why: The concrete decision here is a full codebase discard after six months of work, not a feature pivot — useful calibration for founders deciding how long to keep pushing a product that 'didn't have legs.' It also prices the competitive bar in AI ad-creative generation: an independent entrant needs a story against a competitor already at $700M annualized revenue, so any builder entering this category should assume the differentiation has to be workflow or distribution, not raw image/video generation. There is no Malaysia- or Southeast Asia-specific detail in this text; treat it as a US market signal only.

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