Asia-Pacific sales tech player Firmable has raised $14 million in Series A funding to take its AI-native sales platform global—starting with a push into the United States.

The round was led by Airtree, with participation from existing investors. The capital will fund US expansion, continued development of Firmable’s proprietary sales dataset, and a deeper build-out of AI agents that don’t just suggest actions—but execute them.

In a crowded sales intelligence market dominated by US-centric datasets and layered SaaS stacks, Firmable’s pitch is pointed: most tools are fast at being wrong, especially outside America.

The Sales Stack Problem

Modern sales teams often operate inside a maze of disconnected tools—CRM systems, enrichment platforms, intent data providers, outreach automation software—each with its own data silo. Coverage is typically strongest in the US and increasingly patchy elsewhere.

The result is a productivity paradox. Reps are armed with more software than ever, yet spend significant time wrangling records, verifying data, and reconciling inconsistencies instead of engaging prospects.

Firmable argues that AI can collapse this patchwork into a single platform—but only if it’s built on proprietary data rather than recycled third-party feeds.

“Most sales intelligence tools are just interfaces on top of the same licensed datasets,” said co-CEO Leigh Jasper. “That’s why the data is stale, duplicated, and US-centric.”

Instead of licensing the same feeds as competitors, Firmable built its own data foundation from the ground up—an expensive and time-consuming strategy, but one that may offer defensibility in a market awash in lookalike AI wrappers.

Three Layers: Data, Signals, Action

Firmable’s platform operates across three tightly integrated layers.

1. Proprietary Data Assembly
The company uses AI-driven web aggregation, large language model-based extraction, and entity resolution to continuously refresh account and contact records. The goal is accurate, structured company intelligence that doesn’t rely on external licensing deals.

2. Precision Buying Signals
On top of that dataset, the platform identifies intent signals such as leadership changes, hiring surges, funding rounds, technology adoption shifts, and other events that may indicate a higher likelihood of purchase.

3. Autonomous AI Agents
The newest focus—and the core of the Series A narrative—is AI agents that act on those signals. These agents can enrich CRM records, prioritize accounts, draft outreach, and orchestrate next steps automatically.

In effect, Firmable wants to move from intelligence to execution.

That positioning aligns with the broader industry shift toward “agentic AI,” where systems perform multi-step tasks autonomously rather than simply generating content or recommendations.

Built in APAC, Expanding to the US

Firmable currently serves more than 1,000 customers across Australia, New Zealand, and eight Asia-Pacific markets. Clients include CBRE, Eftsure, G2, Robert Half, Monday.com, Marsh, and Canon.

The US expansion represents both opportunity and risk. The American sales intelligence market is crowded with incumbents and well-funded startups offering AI-enhanced prospecting tools.

But Firmable sees a strategic angle: most US-built tools struggle internationally. Data coverage thins, workflows assume American go-to-market structures, and accuracy declines.

“Every sales leader we talk to says the same thing: their US-built tools don’t work internationally,” said co-CEO Paul Perrett. “We’re not just filling a coverage gap—we’re building the AI-native platform these teams actually need.”

If Firmable can prove that its data-first model scales into the US while retaining strong APAC coverage, it may appeal to multinational companies frustrated by fragmented global insights.

Founders With a Track Record

Firmable was co-founded by Leigh Jasper, Paul Perrett, and Karthik Venkatasubramanian—veterans of enterprise software company Aconex, which was acquired by Oracle for $1.6 billion.

Jasper, who served as Aconex’s co-founder and CEO, brings credibility in scaling enterprise SaaS from Australia to global markets—a playbook Airtree is betting can repeat.

Airtree partner John Henderson highlighted what he sees as Firmable’s moat: ownership of the underlying dataset. In a market where many AI startups layer models on top of licensed data, proprietary coverage can be a long-term differentiator.

“The AI sales tooling market is exploding, but most startups in the space have no defensible data moat,” Henderson said.

Data as the Moat in AI Sales Tech

The AI sales tooling market has seen rapid growth over the past two years, fueled by generative AI enthusiasm and pressure on revenue teams to do more with less.

But the sector is bifurcating.

On one side are AI copilots layered onto existing CRMs, offering drafting assistance and workflow automation. On the other are intelligence platforms focused on data ownership and signal accuracy.

Firmable is clearly betting on the latter: that AI agents are only as good as the data they’re trained on and act upon.

“Using Firmable, salespeople waste less time on research, eliminate tedious administration, and focus their valuable time on the customers and conversations that matter,” Jasper said.

If that vision holds, the competitive edge won’t be whose LLM drafts the cleverest cold email—it will be who knows which account to target, and when.

The Bigger Picture

As AI matures in sales tech, automation alone is no longer a differentiator. Execution accuracy is.

Firmable’s strategy—own the data layer, surface high-fidelity buying signals, and deploy agents directly on top—positions it as more infrastructure than overlay.

The $14 million raise gives it fuel to test that thesis in the world’s most competitive sales tech market.

If it succeeds, it won’t just prove that AI can collapse the sales stack. It may demonstrate that in the age of autonomous agents, data ownership is the real power play.

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