Actively, an artificial intelligence-driven revenue intelligence platform focused on optimizing go-to-market strategies, has secured $45 million in Series B funding, bringing its total raised to $68 million. This latest investment, co-led by TCV and First Harmonic, alongside participation from Bain Capital Ventures, First Round Capital, and Alkeon, underscores the burgeoning appetite for AI solutions within the Middle East and North Africa (MENA) region’s rapidly evolving financial technology ecosystem. The capital will be strategically allocated to product development, encompassing enhanced capabilities for go-to-market teams, recruitment initiatives to bolster the company’s growth, and expansion into new enterprise clients, including the opening of a San Francisco office. This funding injection positions Actively to capitalize on the significant operational bottlenecks inherent in traditional sales methodologies, particularly within the context of increasing go-to-market complexity across the region.
At the core of Actively’s value proposition is its “Per-Account Agents™” – persistent AI entities assigned to each client account. These agents operate continuously, aggregating and interpreting data across the entire sales organization, thereby eliminating the need for manual information gathering and enabling proactive account management. This approach directly addresses a critical pain point: the substantial investment in go-to-market activities (estimated 30-40% of revenue) often hampered by fragmented systems and reactive sales cycles. The firm’s strategy is intrinsically linked to the broader trend of sovereign capital and venture capital investment in the MENA region, reflecting investor confidence in the potential of AI to drive transformative change within established industries. The regional infrastructure development supporting digital transformation is also facilitating the adoption of such sophisticated software solutions.
The impact of Actively’s technology is already evident in its deployments with prominent clients like Attentive, Ironclad, Ramp, and Samsara. Samsara, for instance, saw a doubling of conversion rates on sales outreach following the implementation of Actively across its go-to-market team of over 1,000 professionals. These quantifiable results demonstrate the tangible business impact of intelligence-led revenue management. The firm’s focus on enterprise-grade solutions aligns with the increasing demand for scalable and adaptable technologies within the MENA financial sector. Furthermore, the trend of regional financial institutions increasingly adopting digital transformation strategies is creating a fertile ground for fintech solutions like Actively, furthering the opportunity for investment and expansion within the region.
The funding round underscores a wider shift within the fintech landscape in the MENA region, where AI is rapidly transitioning from a niche application to a core operational imperative. As highlighted by industry leaders like Morgan Gerlak of TCV and Ali Rowghani of First Harmonic, Actively’s approach represents a fundamental evolution in go-to-market strategy. The adoption of AI-powered intelligence layers is poised to reshape sales operations, enabling greater efficiency, precision, and ultimately, enhanced revenue generation. This acceleration in technological adoption, fueled by both domestic and international investment, is indicative of the MENA region’s ambition to become a global leader in innovation and financial technology.
