The team at Trig–formerly known as Pavlov—is thrilled to announce that we've raised $6 million in an oversubscribed seed round. The round was led by 20VC, with participation from Frontline Ventures, Marc Benioff, AJ Tennant, Mayur Gupta, and other pioneering industry leaders.

It brings total funding to $8 million, following a previously unannounced pre-seed round of $2M led by Frontline Ventures, the firm that supports ambitious founders to win the transatlantic market.

As the first AI agent platform for account management, Trig is defining a new category of AI agents that focus on protecting and expanding revenue from existing customers.

We’re building a future where revenue leaders can reduce churn and increase expansions by scaling proactive, highly-tailored account management to every customer — regardless of ACV or capacity.

This funding round represents a major vote of confidence in our mission, and allows us to accelerate development while we scale our teams.

“"Ever since I was a little boy, I was always taught that the single worst thing in life is regret. Leaving billions of dollars on the table is one of the biggest regrets a business can have. Trig solves this in a way that no one else does or can. That is a generation-defining company that will shape the future of revenue." — Harry Stebbings, Founder at 20VC”

Solving the account coverage problem

Enterprise revenue has never relied on account management for growth more than it does today. 40% of growth now comes from existing customers.

But account management is broken. It's too reliant on a few key accounts, leaving vast numbers of customers under managed, and under valued.

Every day, customers send signals—some ready to expand, others at risk of churning. Finding and acting on those signals takes too long, involves too many teams, and relies on customer and product data that’s scattered across systems.

Even when teams have the data and bandwidth, they can only focus on the top 10% of accounts—and, in many cases, only when there's a fire to put out. The other 90% get generic outreach, or nothing at all.

As for revenue leaders? They can see what revenue did—renewed, churned, expanded—but not why. Understanding and operationalizing these insights often takes several quarters, and by then, the customer is gone or the opportunity is already lost. If revenue leaders then decide to grow coverage, their only option is to add headcount, which is expensive and slow to move the needle.

“"Account management is one of the most overlooked drivers of B2B growth. Companies miss expansion and risk churn simply because they can’t find and act on signals fast enough. We’re really excited to back Trig as they define how revenue teams unlock this opportunity with AI." — Kieran Hill, General Partner at 20VC”

Trig powers personalized, proactive account management for every customer

Trig is designed to turn account management from reactive firefighting into a proactive and predictable growth engine. As the first AI agent platform for account management, Trig:

• Detects churn risk and expansion opportunities in real time
• Designs tailored account plans to act on them for every customer
• Executes those plans through the tools your teams and customers already use
• Attributes every action directly to revenue impact

Customers using Trig today retain more revenue, unlock more expansion per account, and extend meaningful coverage to every customer—all without adding headcount.

Trig’s ability to reinvent account management at a time when existing customer growth is so critical is what ultimately won us backing from 20VC. It’s also attracted the attention of early customers like Kyle Norton, Chief Revenue Officer at Owner—the all-in-one platform for independent restaurants.

““Trig transformed our onboarding velocity, significantly reduced our time to value, and materially drove ARR growth. Lots of software tools are useful, but few impact our bottom line as Trig did. It’s an incredible product.” ­— Kyle Norton, CRO at Owner”

We owe it all to our dedicated investors, customers, and supporters

Our goal was initially to raise $5 million, but we oversubscribed due to significant interest and excitement from new and existing investors. This includes 20VC, 20SALES, 20PRODUCT, 20GROWTH, and Frontline Ventures, as well as Marc Benioff, AJ Tennant, Mayur Gupta and many more.

We couldn’t be more excited about the investors and backers supporting us on this journey. 20VC perfectly understands our stage and category—plus, their second-to-none network is exactly what we need to rapidly accelerate our GTM motion. We have some of the very best angel investors in the business, and can’t wait to work with them to level up every part of Trig.

Beyond our investors, we also want to thank all of our early customers and advisors who were willing to bet on Trig from day one. We wouldn’t be building a category-defining AI agent platform without all of you.

Thank you for helping us reimagine account management for the next generation of B2B revenue leaders.

What's next?

In the coming months, we'll be focused on two core initiatives:

Product development

We’re working on several exciting updates to make Trig’s AI agents even more intelligent, autonomous, and integrated into team workflows. These include:

• Smarter targeting: Advancing our customer segmentation capabilities to zero-in on "unobservable" attributes and make our behavioral analysis even more granular. Customers will soon be able to use this segmentation to identify lookalike audiences and act on even more expansion opportunities that would otherwise go completely undetected.
• Autonomous problem-solving: As we continue to train Trig’s AI agents, they’ll be even better equipped to independently identify and prioritize issues, create action plans, and execute customer outreach that’s highly-personalized and contextual.
• Expanded integrations: We’re deepening our integrations with existing tools (especially customer messaging platforms) for more seamless data ingestion and workflow integration.

“"Our vision is to make account management proactive, data-driven, and AI-powered, transforming it into a predictable growth lever for every B2B company. This investment and support from some of the industry’s most successful investors and leaders shows just how much need there is for a platform like Trig, and we’re excited to use this funding to further our reach and impact." – Tom Richards, CEO & Co-Founder at Trig”

Hiring

We’re currently hiring across multiple departments. In addition to adding more engineers to drive our product roadmap, we’ll be investing in GTM to extend our reach and support to more enterprises. We’ve just hired the world’s first-ever Head of Customer Performance—a brand new role dedicated to AI-first account management.

Don’t hesitate to get in touch if you or someone you know would like to participate in what we’re building at Trig.

Ready to scale your account management with Trig?

See how Trig can help you activate, retain and expand more customers by booking a demo today.