Trig, a London, UK-based AI-powered platform purpose-built for account management, has raised $6 million (£4.5M) in a Seed funding round.
Investors
The oversubscribed round was led by 20VC, with participation from Frontline Ventures, Marc Benioff, AJ Tennant, Mayur Gupta, and other prominent industry figures. The raise brings Trig’s total capital to over £6 million.
20VC is a London-based venture capital firm focused on early-stage investments (Seed and Series A) in technology companies across North America and Western Europe. The firm primarily backs startups in the software, AI, fintech, consumer, and SaaS sectors.
Trig Use of Funds
The company will use the funds to accelerate product development and team growth as it scales its AI-driven account management platform.
About Trig
Formerly known as Pavlov, Trig was founded in 2023 by Tom Richards, Mark Ryan, Patrick Mullen, and Niall Kelly. The company provides an AI agent platform purpose-built for account management, helping revenue leaders protect and expand revenue from existing customers. Its platform uses AI agents to detect signals of churn risk or expansion opportunity, then generates tailored account plans and actions that integrate with existing CRM and workflow tools. Headquartered in London, UK, Trig is already working with revenue leaders across industries, including Kyle Norton, Chief Revenue Officer at Owner.
Funding Details
Company: Trig, Ltd.
Raised: $6.0M
Round: Seed
Funding Date: October 2025
Lead Investor: 20VC
Additional Investors: Frontline Ventures, Marc Benioff, AJ Tennant, Mayur Gupta
Company Website: https://www.trig.ai/
Software Category: AI / Revenue Management / Account Management
Source: https://www.soapbox.vc/feed/trig-5m-seed