London-based GoodFit, a go-to-market (GTM) data platform founded by Paddle co-founder Harrison Rose and Aleksander Bury, has raised $13M (~€11M) in a Series A funding round.
The round marks GoodFit’s first external funding and was led by Notion Capital, with participation from Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures.
Founded in 2020, the startup was spun out of the internal data engines Rose and Bury built at Paddle, designed to map markets, qualify accounts, and craft targeted sales messaging. The platform now combines proprietary market data, first-party performance data, and configurable tooling to help revenue leaders identify, prioritise, and engage customers with precision.
Unlike traditional sales tooling, GoodFit’s system allows companies to:
- Match sales reps to the accounts most likely to buy
- Build and run campaigns end-to-end
- Predict the best channel mix for each customer
- Dynamically optimise CAC in real-time
Currently supporting both human-led and programmatic GTM strategies, the firm’s customers include Personio, Clari, Paddle, and Chilli Piper. For example, Personio reduced deal creation time by 60%, while Clari expanded market coverage by over 20%.
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Why investors backed GoodFit
“It’s rare to see a team bootstrap such a technically ambitious product to clear market demand,” said Itxaso del Palacio, Partner at Notion Capital. “With automation and AI transforming sales, GoodFit is well-positioned to lead this shift.”
Funding utilisation
With the new capital, the company plans to:
- Broaden access to more companies beyond large, established GTM organisations
- Enhance platform capabilities with more AI-driven features
- Expand its team and operations to serve a global market
CEO Harrison Rose commented:
“High-quality, specific data is the fuel modern GTM systems need. Without it, ICPs remain shallow and outreach generic. With AI taking over more of the sales process, data becomes the central input for every GTM decision. That’s the future we’re building at GoodFit.”
