London-based Goodfit, a data platform for GTM (Go-To-Market), has raised a $13M (approximately €11M) in a Series A funding round led by Notion Capital, marking its first outside funding.
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Notion Capital is Europe’s leading early-stage business software investor, with more than $1bn assets under management and over 100 investments to date.
Notion companies include Currencycloud (acquired by Visa), GoCardless, Mews, Paddle, Quantum Systems, and YuLife.
Itxaso del Palacio, Partner at Notion Capital, says, “We saw what Aleks and Harrison were building inside Paddle and were thrilled when they decided to productise it for the broader market, knowing how well they would execute independently. GoodFit has demonstrated clear demand, which we have seen from within our own portfolio, and the team’s ability to do this while bootstrapped is even more impressive. They are sitting on top of a huge market opportunity with the rise of automation and AI in sales, one we know Aleks and Harrison will take advantage of as experienced operators.”
Participating investors include Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures.
To date, the company has grown organically as a bootstrapped business with limited resources, which has limited access to a small number of established go-to-market (GTM) organisations.
Fund utilisation
With this funding, GoodFit plans to broaden access to more companies and enhance its capabilities.
The aim is to help revenue leaders achieve GTM outcomes more directly.
As a result, the London-based company seeks to make GTM accessible to a wider range of businesses.
Birth of GoodFit
GoodFit was founded in 2020 by Paddle co-founder Harrison Rose and Aleksander Bury.
He and Bury met while working in Paddle, which was then the fastest-growing software company in the UK.
In building Paddle’s internal data engines to map markets, qualify accounts, and craft targeted sales messaging, they created the foundations.
Thus, GoodFit was born.
“GoodFit was built to solve these challenges in a market being transformed by automation and AI,” says Harrison Rose, CEO and co-founder of GoodFit.
GoodFit: Data platform for GTM
GoodFit combines proprietary market data, first-party performance data, and configurable tooling to help commercial leaders identify, prioritise, and engage customers with precision.
Unlike the traditional sales model, GoodFit combines proprietary market data with first-party performance data and tooling, enabling revenue leaders themselves to understand & identify companies in their market with precision, match reps to the accounts most likely to buy, build and run campaigns end-to-end, predict the most effective channel mix for a given customer and optimise CAC dynamically based on outcomes.
Currently, the platform supports both human-led and programmatic GTM strategies. The platform is used by companies such as Personio, Paddle, Clari, and Chilli Piper.
As per the company’s claims, HR company Personio has shortened deal creation time by 60 per cent, and RevOps platform Clari has expanded their total market coverage by over 20 per cent.
“High-quality, specific data is the fuel these systems need. Without it, ideal customer profiles (ICPs) stay shallow and outreach remains generic. But as AI begins to take on more of the work traditionally carried out by humans, the possibilities expand dramatically. Data is becoming the central input for every GTM decision — from which cohorts to target, to which channels to use, how to deploy reps, and even how to optimise customer acquisition cost (CAC) in real time. That’s the future we’re building at GoodFit,” adds Rose
