Notion Capital leads £11m Series A investment into GoodFit

GenAI is transforming the way companies find, engage, and win new customers. As new AI-led search engines like Gemini, GhatGPT and Perplexity are taking over traditional search platforms, GTM strategies are shifting from traditional search-based lead generation to more sophisticated, data-driven strategies and AI-powered automations. ‍

GoodFit stands at the forefront, revolutionising how commercial leaders leverage data to fuel their GTM strategies.

GoodFit’s solution was ideated within Notion’s portfolio company Paddle as they experienced first hand the challenges of GTM data availability. GoodFit is uniquely positioned to capture this opportunity and dominate the data play within the AI-led GTM tools.

We backed Harrison Rose back in 2017 when he co-founded Paddle, and we are backing him again this time around. Harrison is joining forces with his former colleague at Paddle, Aleksander Bury. Notion is leading GoodFit’s Series A round, supporting their vision to redefine GTM through intelligent, configurable data and AI-powered automation.

An industry in transformation

Traditional B2B GTM motions are undergoing a seismic shift. As reliance on traditional search for leads diminishes with the rise of AI platforms like ChatGPT, Perplexity, and Gemini, companies face increasing difficulty in acquiring qualified leads. GoodFit is providing AI-led solutions for customers to identify potential targets, triage the pipeline, and help GTM teams reach out to their customers with the right message at the right time. The rise of programmatic and hybrid GTM strategies further drives the need for high-quality, constantly updated data, as precision and automation are essential ingredients for making these strategies successful.

GoodFit is focusing on B2B tech companies which is a $3.3bn TAM, with a low-touch, self-serve-first strategy. The medium-term vision targets all B2B companies, pushing the TAM to an estimated $11bn.

GoodFit – the end-to-end automation platform for GTM

GoodFit is a data platform designed for commercial leaders to configure the precise data they need to execute their chosen GTM strategy, whether sales-led, programmatic, or a hybrid approach. Unlike incumbents that sell generic databases, GoodFit leverages proprietary AI tooling to create datasets that are unique to each customer, are high-quality, and are constantly updated based on customers' specific requirements. This capability provides richer insights, enabling superior account prioritisation, segmentation, and messaging. Following the ‘law of data gravity’, GoodFit starts by building a configurable, high-quality foundation and is increasingly moving up into the GTM execution layer.

Strong traction in a bootstrapped business

GoodFit was launched in 2020 while Harrison and Aleks were still at Paddle. They built a similar technology at Paddle that helped them scale to over $100 mil in revenue. As a bootstrapped business, GoodFit has built a strong traction, winning industry-leading customers such as Personio, Clari, and Moss. 

The feedback from customers is exceptional. Customers attest to GoodFit’s unique value proposition, stating they "couldn’t operate without GoodFit today" and that it would be "astronomically expensive" or "impossible" to replicate their data with other tools in the market. Products like Clay or Apollo don’t provide data capabilities, and users need to get leads externally to operate.

Ideal Founder-Market fit 

Harrison Rose (CEO) and Aleksander Bury (CPO) are the main reasons behind our investment in GoodFit. Harrison and Aleks worked together at Paddle, which  Harrison co-founded, and together were instrumental in building and scaling its GTM operations to over $100 mil annual revenue. Their deep personal experience with GTM data challenges at Paddle directly informed GoodFit's creation. They’ve now productised the initial technology based on their own expertise as world-class GTM operators. This exceptional founder-market fit is a cornerstone of our investment thesis..

GoodFit's mission is to productise their world-class GTM expertise, simplifying complex data and orchestration tasks through AI. Harrison and Aleks envision a future where commercial leaders can interact with an AI agent to answer strategic questions and deploy campaigns, effectively replacing the need for a dedicated "GTM engineer". Their hands-on experience with custom AI models at Paddle, has helped them build a powerful AI-native product that uses LLMs for analysing, classifying, cleaning, and identifying ICPs for their customers. 

Why did we choose Notion Capital? A note from the founders…

Notion was the only investor we wanted to lead our first round of funding. Having worked with a number of VCs over the past decade, they were the clear choice for our Series A. I’ve known Itxaso as an investor for a long time and have always admired the energy, support, and perspective she brings - exactly the kind of partner you want with you in both the good times and the tough ones.

What also made this partnership compelling is how complementary her expertise is to our team’s DNA. With our backgrounds rooted more in sales-led growth, Itxaso’s deep experience in product and product-led growth adds an invaluable dimension to the way we think about building and scaling GoodFit. That blend of skills, alongside an overwhelmingly positive experience with Notion over the past decade made this an easy choice - and we can’t wait to be teaming up once again. 

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