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Firmable

Category: AI in Marketing

An AI-native sales intelligence platform that combines Asia-Pacific's largest localized B2B database with real-time buying signals and automated sales workflows, purpose-built for APAC sales teams. Firmable was founded in 2023. The company is led by Leigh Jasper & Paul Perrett (Co-CEOs). Based in Melbourne, Australia. Team size: 50-100. Total funding raised: $23.0M. Latest round: Series A. Key investors include Airtree Ventures, Sue Morphet, Sam Kroonenburg, Martin Hosking, Rob Phillpot.

AMW Analysis

Firmable is an AI-native sales intelligence platform built for APAC sales teams, combining a localized B2B database with real-time buying-signal detection and automated sales workflows. Founded in 2023 and based in Melbourne, the company positions its core differentiator as owning proprietary data infrastructure rather than licensing existing US-centric datasets, which it says underlies most competing tools. Its product surfaces buying signals such as role changes, funding events, and company growth to help sales teams identify and time outreach to prospects.

Recent news flow centers on a $14M Series A, raised at a valuation near $100M, bringing total funding to $23.0M with backing from Airtree Ventures among others. The round is tied to a stated expansion plan from the APAC market into the US, alongside reported traction of over 1,000 customers, including CBRE, Monday.com, and Canon. Coverage also situates the raise within a broader wave of AI sales-tool funding activity in the region, noting a shift in that category from experimentation toward deployment at scale, though that broader trend reporting reflects other companies rather than Firmable-specific data.

AMW analysis, generated from 3 tracked news signals.

Founded
2023
Headquarters
Melbourne, Australia
Team size
50-100
Total funding
$23.0M

Value proposition

Provides real-time, AI-driven buying signals (role changes, funding events, company growth) combined with Australia's most accurate and comprehensive B2B database, enabling sales teams to identify and engage the right prospects at precisely the right time while automating manual research tasks.

Products and solutions

AI-Powered Prospect List Builder (ICP-matched search with 25+ filters), Real-Time Buying Signal Monitor (tracks role changes, funding, hiring, tech adoption), Proprietary B2B Database (1M+ Australian companies, 10M+ ANZ contacts, 25M+ SEA profiles), Account Intelligence Dashboard (summarized company insights and key contacts), CRM Integration Suite (Salesforce, HubSpot, Chrome Extension), Market Intelligence Platform (competitor analysis, market trends), Sales Team Alignment Tools (priority accounts, signal tracking, activity visibility)

Unique value

Three-layer AI-native architecture: (1) Proprietary data assembly using AI-driven web aggregation and LLM-based extraction from dozens of sources, (2) Continuous signal monitoring via AI agents tracking 6+ types of buying signals in real-time, and (3) Automated workflow integration eliminating manual research. Purpose-built for APAC market with locally-optimized data accuracy that global competitors lack.

Target customer

B2B sales teams, marketing teams, and recruitment teams in Australia, New Zealand, and Southeast Asia seeking accurate local market intelligence and prospect data

Industries served

B2B Sales & Lead Generation, Marketing Automation & Intelligence, Recruitment & Talent Acquisition, Market Intelligence & Business Analytics, Customer Relationship Management, Enterprise Software (SaaS)

Technology advantage

Combines proprietary APAC-focused B2B database (25M+ company profiles, 10M+ individual contacts) with advanced AI capabilities including entity resolution, LLM-based data extraction, and predictive signal scoring. Unlike global platforms (ZoomInfo, Apollo) that treat APAC as an afterthought, Firmable's data is deeply localized with superior accuracy for Australian and New Zealand business contexts. Platform achieves 2x contact accuracy vs. global competitors for APAC data.

How they differentiate

AI-native sales intelligence platform purpose-built for Asia-Pacific with proprietary local data moat - verified ABN/NZBN-validated contact data, real-time AI buying signals (hiring, funding, tech stack changes), and compliance with ANZ privacy frameworks (DNC register, APP, NZ Privacy Act). Unlike global competitors that treat APAC as an afterthought, Firmable offers 2x contact accuracy for Australian/New Zealand businesses with localized data verification.

Main competitors

ZoomInfo, Apollo.io, Lusha

Key partnerships

HubSpot (official marketplace integration partner - bidirectional CRM sync), Salesforce (AppExchange integration partner - real-time data enrichment), Google Chrome (official browser extension), Microsoft Edge (browser extension integration), Airtree Ventures (lead investor and strategic partner), Flying Fox Ventures, 20VC, Capital J Investments (strategic investors)

Notable customers

CBRE, Eftsure, G2, Robert Half, Monday.com, Marsh, Canon, BuildPass, Solutions Plus Partnership, Cotiss, Simple Marketing Solutions

Major milestones

Beta product launch and $9M Seed funding led by Airtree (October 2023), HubSpot and Chrome browser extension integrations launched (March 2024), 1,500+ users milestone and G2 High Performer recognition (December 2024), First deeply localized AI sales platform launched for New Zealand (May 2025), Search Intent signals launched for APAC sales teams (January 2026), Series A funding secured for US expansion (March 2026), 1,000+ customers milestone; launched in Southeast Asia (Singapore, Malaysia) (March 2026)

Growth metrics

Reached 1,000+ customers across Asia-Pacific region by Series A (March 2026). Previously achieved 1,500+ users milestone in December 2024. Recognized as G2 High Performer in Sales Intelligence and Lead Management for Australian market.

Market positioning

APAC-focused challenger and specialist leader in Australia/New Zealand B2B sales intelligence, positioned as the #1 localized alternative to global platforms. Recognized as G2 High Performer in Sales Intelligence and Lead Management categories for Australian market. Targeting mid-market B2B sales teams, marketing teams, and recruitment agencies across ANZ and Southeast Asia.

Geographic focus

Australia and New Zealand (primary markets), with expanding coverage across Southeast Asia including Singapore, Malaysia, Indonesia, Philippines, Hong Kong, and Japan. Preparing US expansion following Series A funding in March 2026.

Patents and IP

No registered patents publicly disclosed as of latest update (March 2026). Focus appears to be on trade secrets and proprietary data assets rather than patent protection.

About Leigh Jasper & Paul Perrett (Co-CEOs)

Leigh Jasper: Co-Founder and former CEO of Aconex (acquired by Oracle for $1.6B in 2018). Led Aconex through multiple capital raisings, IPO in 2014, and successful sale to Oracle. Current CEO of Saniel Ventures, Chair of SecondQuarter Ventures, Chair of Glitch Capital, Chair of LaunchVic, and Director of SEEK Ltd. Recognized as one of The CEO Magazine's Top Tech Innovators globally. Paul Perrett: Former CEO of MessageMedia (led sale to Sinch for $1.3B USD in 2021), former COO at Aconex. Expertise in finance, operations, and building sales and marketing engines. Also serves as Board Chair at Loop Logics and Strategy Advisor at Vitruvian Partners.

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