GoodFit Secures $13M to Transform Market Strategies with AI

GoodFit, an AI-driven go-to-market platform based in London, has successfully raised $13 million in a Series A funding round led by Notion Capital, with contributions from Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures.

Established in 2020 by Harrison Rose, previously a co-founder of Paddle, and Aleksander Bury, GoodFit is positioned as an intelligence layer for modern go-to-market strategies. The platform integrates proprietary market data, first-party performance data, and configurable tools to help commercial leaders identify, prioritize, and engage customers with precision across both human-led and programmatic approaches.

The traditional sales model, which involved managing large teams with limited tool interaction, is evolving. As AI reshapes go-to-market practices, GoodFit aims to provide revenue leaders with more direct control.

The platform offers a unified view to pinpoint target companies, align representatives to high-propensity accounts, build and execute end-to-end campaigns, forecast the most effective channel mix for each customer, and continuously optimize customer acquisition costs based on outcomes.

According to CEO and co-founder Harrison Rose, high-quality, specific data is crucial for these systems. Without it, ideal customer profiles remain shallow and outreach becomes generic. As AI takes on more tasks, data becomes the core input for decisions on segments, channels, resource allocation, and real-time customer acquisition cost optimization.

This Series A marks GoodFit's first external funding. The capital will be utilized to expand access to a broader range of companies and accelerate the development of capabilities that enable revenue leaders to achieve go-to-market outcomes directly with agents.