GoodFit
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
GoodFit firmographics
Firmographics- Name
- GoodFit
- Legal name
- GoodFit Limited
- Website
- https://goodfit.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
GoodFit industry classification
Industry- Product category
- Sales Intelligence Platform
- NAICS
- Computer Systems Design Services (541512), Other Computer Related Services (541519), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Dataset Discovery, Marketplaces & Licensing (HDAAALAE)
- akta.pro secondary industry
- Feature Stores & ML Data Management (HDAAABAB)
Keywords
Where GoodFit is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
GoodFit business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Data Platform Subscription: GoodFit operates as a SaaS data platform providing configurable B2B sales and marketing data. Customers pay for access to the platform and data enrichment capabilities. The platform enables revenue leaders to optimize customer acquisition through mapped markets, enriched data, account scoring, and orchestration tools.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
GoodFit product offering
Product offeringCore offering
GoodFit is a configurable AI-driven data platform for B2B go-to-market teams. It enables revenue leaders to map target markets, enrich accounts with firmographic, technographic, hiring, funding, and web-crawled data, score and segment accounts by propensity to buy using ML models, define personas and enrich contacts, and sync the resulting data into existing GTM tools (Salesforce, HubSpot, Lemlist, Outreach, Salesloft, 6sense, LinkedIn, Snowflake).
Product overview
GoodFit is a configurable AI-driven data platform for go-to-market (GTM) teams. The core platform consists of four integrated modules—Map & Enrich, Prioritize & Segment, Personas & Contacts, and Orchestrate & Engage—that work together to enable revenue leaders to map and enrich target markets, score and segment accounts, define personas, and sync actionable data into their existing GTM tools. The platform also launched Segments & Personas as a dedicated feature in 2025. GoodFit supports three primary GTM motions: Sales Rep Led, Programmatic, and Hybrid. Configurable data types include firmographics, classification models (using LLMs), team structures, hiring signals, funding data, technographics, traffic data, web crawling, and review data. The platform integrates natively with CRM systems (Salesforce, HubSpot), sales engagement tools (Lemlist, Salesloft, Outreach), ad platforms (6sense, LinkedIn), and data infrastructure (Webhooks, Snowflake).
Differentiator
Problem solved
Functional benefit
Products and services
- Map & Enrich Module for mapping target markets and enriching accounts with configurable insights including firmographics, technographics, hiring data, funding information, and web-crawled data. For revenue leaders, RevOps teams, and sales organizations.
- Prioritize & Segment Module for scoring and segmenting accounts based on propensity to buy using ML models across 300+ data points, enabling revenue teams to focus effort on highest-value targets with personalized messaging.
- Personas & Contacts Module for defining buyer personas and enriching accounts with contact data at scale, eliminating manual contact sourcing across title variations.
- Orchestrate & Engage Module for syncing and actioning data in any GTM tool—powering SDR workflows, ABM programs, and programmatic outreach—with native integrations to Salesforce, HubSpot, Lemlist, Outreach, Salesloft, 6sense, LinkedIn, Webhooks, and Snowflake.
Quantifiable outcome
- Reduces deal creation time by 60%
- +7 more outcomes
Companies that use GoodFit
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles2 records
GoodFit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability6 records
Feature4 records
GoodFit partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core integration, gtm tool, mutual partnership, technology provider, infrastructure and data provider.
- Salesforcecore integrationCRM integration partner. GoodFit syncs account data to Salesforce using HubSpot as intermediate CRM. Companies like Clari use GoodFit data flowing into Salesforce for account scoring and distribution.
- HubSpotcore integrationPrimary CRM used by GoodFit for their own sales operations. All 3,600+ serviceable accounts live in HubSpot. GoodFit supports HubSpot dynamic lists and scoring fields.
- Lemlistgtm toolEmail and LinkedIn automation tool used by GoodFit for their own programmatic outbound campaigns. GoodFit uploads contact lists to Lemlist for sequence automation.
- Chili Pipermutual partnershipJoint go-to-market partnership. GoodFit provides account scoring data used by Chili Piper's Distro product for automated account routing. Both companies publish joint content case studies and co-market through webinars and blog posts.
- OpenAItechnology providerLLM processing provider for AI-powered product features including data classification and enrichment. Listed as data sub-processor in privacy documentation.
- AWSinfrastructurePrimary cloud infrastructure provider for hosting, storage, database, and compute resources. Located in US Northern Virginia region.
- Surfedata providerContact enrichment provider for email and phone data. Listed as data sub-processor in privacy documentation.
- Coresignaldata providerProfessional and company-level dataset enrichment provider. Listed as data sub-processor in privacy documentation.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
GoodFit competitors and assessment
Company assessmentBroad incumbents
- ZoomInfo: ZoomInfo is the dominant B2B sales intelligence and data platform, offering firmographic, technographic, and contact data for go-to-market teams. It competes with GoodFit in the same buyer accounts (RevOps and revenue leaders) and overlaps heavily on configurable data and account scoring, though ZoomInfo is much broader in coverage and not AI-native.
- Demandbase: Demandbase is an enterprise ABM platform combining intent data, account scoring, advertising, and sales engagement. It competes broadly with GoodFit in the ABM and account prioritization space, but is a broader platform targeting large enterprises with multi-product GTM suites.
Direct peers
- Apollo.io: Apollo.io is a B2B sales intelligence and engagement platform combining a contact database, account scoring, and outbound sequencing tools. It directly competes with GoodFit's data enrichment, account prioritization, and orchestration modules, particularly with mid-market revenue teams running hybrid or programmatic GTM motions.
- 6sense: 6sense is an ABM and predictive intelligence platform that uses intent data and AI-driven account scoring to identify in-market buyers. It overlaps with GoodFit's Prioritize & Segment module and shares the same enterprise RevOps buyer; 6sense also appears in GoodFit's integration ecosystem.
- Cognism: Cognism is a B2B sales intelligence and contact data provider with strong presence in EMEA, offering firmographic, technographic, and intent data. It is a direct peer for European revenue teams and competes on data quality, compliance, and configurable account selection — overlapping with GoodFit's Map & Enrich capabilities.
- Clay: Clay is a data enrichment and outbound orchestration platform that lets GTM teams configure their own data sources and automate personalized outreach. It directly competes with GoodFit's Map & Enrich and Orchestrate & Engage modules, particularly among startups and growth-stage companies running programmatic GTM.
- Lusha: Lusha is a B2B contact and company data provider with browser-extension-based enrichment. It overlaps with GoodFit's Personas & Contacts module and serves similar RevOps and SDR buyers, though with less emphasis on NLP-driven account qualification.
- Clearbit: Clearbit (now part of HubSpot) is a B2B data enrichment and intelligence platform that enriches accounts and contacts with firmographic and technographic data. It is a direct competitor to GoodFit's Map & Enrich module and shares the same ICP of growth-stage and enterprise revenue teams.
- SalesIntel: SalesIntel is a B2B contact and company data platform emphasizing human-verified data and technographic intelligence. It competes with GoodFit's Map & Enrich and Prioritize & Segment modules for mid-market RevOps teams seeking configurable, intent-rich account data.
Emerging players
- Bombora: Bombora is a B2B intent data provider that tracks company-level research activity to identify in-market accounts. It is an adjacent player that GoodFit could integrate with or compete against in the account prioritization and prioritization workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
GoodFit social profiles
Digital presenceGoodFit financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodFit leadership team
Management profileNumber of profiles
Profiles6 records
GoodFit funding detail
Funding detailFunding overview
Funding rounds1 record
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodFit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoodFit
What does GoodFit do?
GoodFit is a configurable AI-driven data platform for B2B go-to-market teams. It enables revenue leaders to map target markets, enrich accounts with firmographic, technographic, hiring, funding, and web-crawled data, score and segment accounts by propensity to buy using ML models, define personas and enrich contacts, and sync the resulting data into existing GTM tools (Salesforce, HubSpot, Lemlist, Outreach, Salesloft, 6sense, LinkedIn, Snowflake).
Is GoodFit a public or private company?
GoodFit is a private company. It is classified as venture growth investor backed and is currently operating.
When was GoodFit founded?
GoodFit was founded in 2020. It employs 11 to 50 people.
Where is GoodFit based?
GoodFit is headquartered in London, United Kingdom, in the Europe region.
How does GoodFit make money?
One revenue line is on record: data Platform Subscription.
Who are GoodFit's main competitors?
Broad incumbents on record are ZoomInfo and Demandbase. Direct peers are Apollo.io, 6sense, Cognism, Clay, Lusha, Clearbit and SalesIntel. Bombora is listed as an emerging player.
Does GoodFit have an API?
No public API is recorded for GoodFit.
What industry is GoodFit in?
GoodFit's product category is Sales Intelligence Platform. Its primary akta.pro industry code is HDAAALAE, Dataset Discovery, Marketplaces & Licensing, with a secondary code of HDAAABAB, Feature Stores & ML Data Management. Its NAICS code is 541512 and its SIC code is 7370.