London-based Trig (formerly Pavlov), an AI agent platform purpose-built for account management, has secured $6M (approximately €5.1M) in an oversubscribed seed round.

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The round was led by 20VC, with participation from Frontline Ventures, Marc Benioff, AJ Tennant, Mayur Gupta, and other pioneering industry leaders.

The latest funding round brings total capital raised to $8M, following a previously unannounced pre-seed round of $2M led by Frontline Ventures.

Fund utilisation

With this funding, Trig will accelerate product development, expand its team, and scale operations. Upcoming features include:

  • Smarter targeting: Advanced segmentation to uncover hidden expansion opportunities
  • Autonomous problem-solving: AI agents that independently identify, prioritise, and act on account signals
  • Expanded integrations: Deeper connections with customer messaging platforms and workflow tools

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 show 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,” says Tom Richards, CEO & Co-Founder at Trig.

What does Trig solve?

Enterprise revenue increasingly depends on account management, with 40 per cent of growth from existing customers.

However, account management is inefficient. It focuses too much on a few key accounts, leaving many customers undervalued.

Daily, customers send signals, some ready to buy more, others at risk of churning, but responding to these signals takes too long and often relies on scattered data.

Teams typically only address the top 10 per cent of accounts, usually when urgent issues arise, while the remaining 90 per cent receive little or no attention. Revenue leaders can track outcomes but often lack insight into the reasons behind them, with analysis taking too long.

Expanding coverage usually means hiring more staff, which is costly and slow.

Here’s where Trig comes in.

Trig: Redefining account management with AI

Trig was founded in 2023 by Tom Richards, Mark Ryan, Patrick Mullen, and Niall Kelly after they recognised they had created similar tools to encourage product use at companies like Meta, Shopify, and Intercom.

They noticed a bigger problem — many B2B companies have difficulty identifying important revenue signals in their CRM and product usage data. This leads to unnoticed churn risks and missed chances for growth.

Thus, Trig was born!

Trig is building the first AI agent platform for account management, designed to help companies protect and expand revenue from existing customers.

Unlike traditional approaches that leave most accounts under-managed, Trig enables revenue leaders to scale proactive, personalised coverage to every customer, regardless of ACV or team capacity.

How Trig works

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

“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,” concludes Richards.