Reflex, an online marketplace that helps brands find and connect with retail superheroes on-demand, emerged from stealth and announced its $4.5 million oversubscribed seed funding round. Indicator Ventures led the round, with additional investment from Sugar Capital and Red Swan Ventures.

The latest round brings the total raised to $5.95 million after Reflex raised an initial $1.45 million pre-seed round in 2021. All previous investors participated in the seed round, including ATX Venture Partners, Precursor Ventures, Active Capital and Clutch VC. Also investing were RetailMeNot founder Cotter Cunningham and Favor CEO Jag Bath.