For twenty years, B2B companies have relied on customer relationship management software designed to document, track and report. CRM is today showing its limits, because although it stores information, it does not really use it.
The London startup Trig presents itself as the first artificial intelligence agent platform dedicated to customer account management. It aims to make account management proactive and automated, by detecting signals of expansion or risk of churn as they appear. “Businesses’ revenues have never been more dependent on account management for growth than they are today. 40% of this growth now comes from existing customers,” explains his team, the observation being that companies are devoting their efforts to a minority of high-potential customers, leaving 90% of accounts underexploited or neglected.
Trig’s approach is based on AI agents capable of continuously analyzing customer data, designing personalized action plans and executing them directly in the tools used by the teams. The system does not just signal an opportunity or a risk, but carries out a sequence of actions: sending a message, creating a task, triggering an onboarding or retention sequence. This automation aims to expand customer coverage without increasing headcount. For sales departments, the interest lies in the ability to transform data into a decision, then into measurable action on revenue.
The founder of the 20VC fund, Harry Stebbings, sees this as a structural transformation of the market: “Leaving billions of dollars on the table is one of the biggest regrets a company can have. Trig solves this problem in a way that no one else can match. It’s a generational business that will shape the future of income. » By investing in this agentic approach, 20VC is betting on the emergence of a new generation of post-CRM platforms, capable of operationalizing data intelligence rather than centralizing it.
This logic reflects a broader shift, that of passive CRM towards a dynamic model where information becomes executable. Where Salesforce, HubSpot or Pipedrive have built their success on process structuring, new entrants seek to delegate their execution to autonomous agents. While these tools do not yet replace teams, they are preparing for a transition where AI will manage the majority of low-value-added interactions. In a context of slowing growth and pressure on profitability, the automation of customer monitoring could become a central lever for maintaining NRR and expansion.
Trig has just completed a seed round of 6 million euros in a financing round led by 20VC, with the participation of Frontline Ventures, Marc Benioff, AJ Tennant and Mayur Gupta. The round brings the company’s total funding to €8 million, following a €2 million pre-seed led by Frontline. Founded in 2023, the company, led by its co-founders Pablo Jiménez de Parga Ramos, Bergen Merey and Arnau Ayerbe, develops its platform from London. The objective of this new financing is to accelerate product development, strengthen software integrations and consolidate its go-to-market team.
Trig raised $6 million, or approximately €5.1 million, in a seed round led by 20VC, with the participation of Frontline Ventures, Marc Benioff, AJ Tennant and Mayur Gupta. This financing brings the total raised to 8 million dollars (6.8 million euros). Founded by Tom Richards, Niall Kelly and Mark Ryan, the company is led by Tom Richards (CEO). The funds will accelerate product development, expand integrations and strengthen the go-to-market strategy.
