How ORO Labs is Humanising Procurement Orchestration

ORO Labs is an agentic procurement orchestration company dedicated to humanising the procurement experience. Founded in 2020 by former SAP Ariba product leaders, ORO’s purpose-built, no-code platform delivers effortless user experiences that drastically shorten cycle times, mitigate risk through end-to-end process visibility and empower businesses to stay agile.

Trusted by enterprises in over 100 countries and backed by a robust global partner network, ORO helps Fortune 500 and high-growth companies scale operations and improve cross-team collaboration. Industry giants rely on ORO to automate and transform their procurement workflows.

Redesigning collaboration for global enterprises

Its founders, CEO Sudhir Bhojwani, Chief Technology Officer Yuan Tung and Head of Strategy and GTM Lalitha Rajagopalan, say the goal is not simply to automate processes, but to redesign how people, systems and suppliers work together.

Through its deployment of agentic AI to simplify complex buying journeys, ORO automates up to 80% of manual review cycles for global giants like Kyndryl and The Coca-Cola Company.

This massive market traction was recently validated by a milestone US$100 million Series C funding round led by Growth Equity at Goldman Sachs Alternatives and Brighton Park Capital.

Driven by market demand for modernised supply chain and procurement functions, ORO has achieved a remarkable 300% revenue growth over the past year.

"Demand for procurement orchestration has skyrocketed because teams simply cannot continue to operate the way they always have," says Sudhir.

"Market volatility and price pressures are too severe. Companies need a layer that brings order and intelligence to the chaos, and that layer is orchestration."

Beyond transactions: Overcoming legacy chaos

Lalitha explains that ORO began with a simple question: what was not working in procurement technology? The answer was that legacy systems were built for transactions, not for the full engagement journey across employees, suppliers and internal stakeholders.

Lalitha says procurement teams often end up acting like traffic controllers. They are forced to manage compliance, governance and stakeholder involvement through tools that do not naturally support the way work actually happens.

That, she says, creates a poor employee experience and a poor supplier experience at the same time. “People avoid procurement,” Lalitha says.

She argues that ORO’s orchestration layer is designed to do more than capture a request at the front door. It is intended to coordinate the full process, using workflow and AI to make trust easier to establish and maintain.

For procurement leaders, that matters because trust is what approvals are really about – the point of multiple checks is not bureaucracy for its own sake, but confidence that spending, compliance and policy all align.

Shifting from hours to minutes with agentic AI

Modern enterprises demand a guided procurement experience akin to consumer apps that manage complexity behind the scenes. ORO Labs achieves this by allowing employees to simply state what they need, while the platform autonomously calculates the route, compliance checks and system dependencies in the background.

This approach is delivering rapid results across complex categories like indirect spend, services and direct materials. For a major consumer packaged goods giant, ORO’s Procurement Front Door powers a global “Idea2Pay” framework across 100 countries. Integrating seamlessly with marketing purchasing, it drastically accelerates time-to-market for new products.

Similarly, a top three US bank uses ORO as a supplier front door, streamlining collaboration on complex due diligence without weakening regulatory controls.

The driving force behind these successes is agentic AI. ORO utilises AI to handle repetitive tasks and cross-system data analysis, leaving human teams to focus on strategic judgement and accountability.

This model is already reshaping heavily regulated sectors. ORO partners with pharmaceutical leaders, including Pfizer and Novartis, to automate a PR to PO review process that was once entirely manual.

These accelerated review cycles let business users engage suppliers faster while reducing risk. For instance, in ORO's oil and gas portfolio, the platform reads dense supplier proposals, runs multi-line safety checks and generates purchase orders in minutes rather than hours, drastically lowering the burden of manual labour.

Aligning advanced software with human adoption

North Highland, a leading transformation consultancy, has partnered with agentic procurement orchestration pioneer ORO Labs to redefine purchasing for global enterprises.

The collaboration focuses on the human element of digital transformation, ensuring employees get exactly what they need through a seamless, intuitive experience. By appointing North Highland as an official change partner, ORO Labs aims to bridge the critical gap between software deployment and true enterprise-wide utility.

While many procurement teams are rapidly investing in AI and automation, initiatives often stall after the initial rollout because the ultimate challenge extends far beyond the technology itself.

The partnership directly addresses this bottleneck by focusing on driving deep user adoption, boosting overall productivity and ensuring high satisfaction levels across the board.

Through this collaboration, procurement leaders can finally scale AI-enabled transformations that endure. By linking user adoption metrics directly to enterprise-wide key performance indicators, North Highland and ORO Labs are helping procurement functions deliver the high-level, board-ready value that modern businesses demand.

“We see time and again that cutting-edge technology without human adoption becomes expensive chaos,” says Matt Klein, Senior Managing Director And Global Head of Life Sciences at North Highland.

“This partnership pairs agentic procurement orchestration with integrated change, training and communications to drive productivity. With persona-based outreach, role-based messaging and phased adoption campaigns, we help teams champion new ways of working and sustain adoption at scale.”