AI (artificial intelligence) B2B sales startup Firmable has raised $14 million in a Series A for expansion into the US.
The round was led by existing investor Airtree, with led the previous $9m raise in October 2023. Other investors include former Pacific Brands CEO Sue Morphet, A Cloud Guru cofounder Sam Kroonenburg, Redbubble’s Martin Hosking and Aconex cofounder Rob Phillpot.
The new capital will go towards its US roll out as well as further development of specialist sales data and buying signals, and the build-out of AI agents to execute actions for sales teams.
Firmable was cofounded by former Aconex trio Leigh Jasper Paul Perrett, and Karthik Venkatasubramanian in 2023 to improve sales productivity with new AI tools and approaches.
It too a patchwork of data and software tools and merged them into a single platform underpinned by proprietary account data to track buying signals, and automate sales tasks and administration.
The platform now has more than 1,000 customers, including CBRE, Eftsure, G2, Robert Half, Monday.com, Marsh, and Canon, operating in Australian and New Zealand as well as eight markets in the Asia-Pacific region.
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Jasper, the co-CEO, said sales success is directly linked to the quality of external account data and the effectiveness of AI tools.
“Knowing which prospect to target – and most importantly when – is the major driver of sales efficiency,” he said. Using Firmable, salespeople waste less time on research, eliminate tedious administration, and focus their valuable time on the customers and conversations that matter.”
What sets Firmable apart, Jasper explained, is that most sales intelligence tools are simply interfaces atop the same licensed datasets, and thus often out of date US-centric.
“We took the harder path – building our own data asset from the ground up – because we believe the compound advantage of owning the data layer is what actually makes AI agents useful rather than just fast at being wrong,” he said.
His co-CEO, Perrett said every sales leader they talk to says the same thing: their US-built tools don’t work internationally.
“The data is wrong, the coverage is thin, and the workflows assume an American go-to-market motion. We’re not just filling a coverage gap – we’re building the AI-native platform these teams actually need,” he said
So they built Firmable with three reinforcing layers. First, to assemble and continuously update proprietary account and contact data using AI-driven web data aggregation, LLM-based extraction, and entity resolution. Then it surfaces precision buying signals including leadership changes, hiring surges, funding rounds, technology shifts, and other events that indicate purchase intent. Finally, AI agents act on those signals autonomously: enriching CRM records, prioritising accounts, drafting outreach and orchestrating sales actions.
Airtree partner John Henderson said the AI sales tooling market is exploding, but most startups in the space have no defensible data moat.
“Firmable is one of very few companies globally that owns its own proprietary dataset and is building agents directly on top of it,” he said.
“The team’s track record of scaling Aconex into a multibillion-dollar company gives us conviction that they can execute the same playbook – start in APAC, prove the model, then take it global.”