What Propense.ai does

Propense.ai is a Miami-based SaaS company founded in 2023 that sells a cross-sell and whitespace intelligence platform to professional services firms. The platform ingests data from CRM, time-and-billing, and external sources to power six proprietary propensity models and a Real-Time News & Context engine that score cross-sell, upsell, and whitespace opportunities within a firm's existing client base. Notable customers include top-tier accounting firms such as Aprio, LBMC, Bennett Thrasher, and KLR, with the company reporting adoption by 9 of the top 50 US accounting firms within roughly its first year of launch; law firms and consulting firms are also targeted as adjacent verticals.

The underlying technology combines a multimodal pipeline (structured CRM and time-and-billing data plus unstructured text) mapped to a 1,000+ node service taxonomy, with deep integrations into industry systems of record (STAR, Aderant, Elite, Deltek) and major CRMs (Salesforce, HubSpot, Microsoft Dynamics). In February 2026 the company launched Hatfield, an agentic AI layer that acts on the propensity signals rather than only displaying them, alongside an MCP endpoint for external agent connectivity. The company also operates a partner network, Propense Consultants, that extends implementation and advisory capacity.

The commercial model centers on annual SaaS subscriptions sold directly and through CRM marketplaces, with tiered offerings (Data Engine and AI Growth Engine), quote-based pricing scaled to firm size and seats, and supplemental revenue from the consultant network. The company is venture-backed, having closed a $3M seed round in March 2024 led by Harlem Capital and an additional strategic investment from Thomson Reuters Ventures in October 2024. Compliance posture includes SOC 2, GDPR, and CCPA. Leadership comprises CEO Timothy Keith, Co-Founder and Head of Finance/Operations Alexander Diaz Fraenkel, and CIO Nnamdi Anyanwu.

Name

Propense.ai

Legal name

Propense Inc

Website

https://propense.ai

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Propense.ai is a SaaS platform that uses six proprietary AI propensity models and an agentic AI layer to help accounting, legal, and consulting firms identify and act on cross-sell and whitespace opportunities within their existing client base.

Ownership category

akta.pro rank

Product category

Professional Services AI Platform

NAICS

Software Publishers (513210), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF)

Keywords

• Cross-sell intelligence
• Professional services analytics
• AI client recommendations
• Propensity modeling platform
• Account-based marketing

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Annual SaaS Subscription Licenses: Two product tiers sold as annual licenses that scale with firm size: (1) Data Engine (core) — data integration, enrichment, propensity models, web app, CRM integrations; (2) AI Growth Engine (complete) — adds the Hatfield agentic layer, market trigger feed, partner-ready emails, client research reports, and account plans. Unlimited user licenses on both tiers. Both tiers also available via MCP endpoint for firms building their own AI use cases. Quote-based pricing, with deployment delivering initial insights within 2-3 weeks of integration.
2. Implementation / Consulting Services (via Propense Consultants): Network of independent consultants (CREDO Consulting, CML Consulting, GrowthLogik, Amy Franko Associates, Profitable Ideas Exchange, Strategic Narrative) supports launch, integration, and adoption engagements to drive rollout and time-to-value at customer firms.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Propense.ai is a SaaS platform that ingests a professional services firm's CRM, time-and-billing, and engagement data along with external market signals to produce propensity-scored cross-sell and account recommendations. It combines six proprietary data science models with a Real-Time News & Context engine and an agentic AI layer (Hatfield) that drafts partner-ready outreach emails in each partner's voice. The platform is sold to accounting, legal, and consulting firms via annual subscriptions with implementation support from a partner consultant network.

Product overview

Propense.ai offers a single unified AI platform for professional services firms, marketed as the "AI Growth Engine" and architected as a core Data Engine with add-on modules rather than a suite of separate products. The Data Engine license forms the foundation, ingesting CRM, time-and-billing, and external data feeds through the Data Integration module, which feeds the Data Enrichment and Data Science Models modules that produce propensity scores and recommendations. Outputs are delivered through the Web App, native CRM Integrations (Salesforce, HubSpot, Microsoft Dynamics 365), and the Prospecting workflow, all powered by the Real-Time News & Context engine and the Hatfield agentic AI layer that autonomously executes multi-step research and outreach.

Differentiator

Problem solved

Functional benefit

Brands

• Hatfield: Propense's agentic AI client service partner that monitors each professional's book of business, surfaces client news, thought leadership pairings, cross-sell opportunities, anniversaries, and drafts partner-ready outreach emails in the partner's voice.

Products and services

• Propense Data Engine Annual SaaS license (core tier) that delivers data integration with CRM and time-and-billing systems, data enrichment, Propense data science propensity models, the Propense web app (dashboards, recommendations, roadmaps), the 1,000+ service taxonomy, curated market insights, and CRM integrations. Sold to accounting, legal, and consulting firms.
• Propense AI Growth Engine Annual SaaS license (complete tier) that includes the Data Engine plus the Hatfield agentic AI layer, market trigger feed (M&A, regulatory, leadership, industry events), partner-ready emails drafted in the partner's voice, on-demand client research reports, real-time news & context, BD roadmaps, on-demand account plans, and a partner adoption program. Sold to accounting, legal, and consulting firms.
• Hatfield Agentic AI Client Service Partner Agentic AI capability included with the AI Growth Engine tier that autonomously monitors each partner's book of business, surfaces client risks and cross-sell opportunities, drafts outreach emails in the partner's voice, and adapts behavior to each professional's communication style over time.
• Propense Consultants Implementation Services Independent consulting services delivered by partner firms (CREDO, CML, GrowthLogik, Amy Franko Associates, Profitable Ideas Exchange, Strategic Narrative) to support customer launch, integration, and adoption of the Propense platform.

Quantifiable outcome

• $3 million seed funding raised (2024) led by Harlem Capital
• +6 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability11 records

Feature6 records

Partnerships

32 partnerships are on record, tiered flagship and core.

• STAR Practice ManagementflagshipTechnology or IntegrationNative time & billing integration that syncs engagement data — including job types, start/end dates, revenue, client data, and engagement partner — into Propense. Supports both STAR Cloud and on-prem deployments (via flat file extract / SFTP). Default cadence is weekly or monthly. Propense uses this data to power job-level service recommendations and partner attribution.
• DeltekcoreTechnology or IntegrationTime & billing integration that syncs Deltek engagement data (job types, dates, revenue, client data) into Propense; closed engagements in Deltek are reflected as Closed Won in Propense.
• WorkdaycoreTechnology or IntegrationTime & billing / engagement integration that syncs Workday engagement data (job types, dates, revenue, client data) into Propense; closed engagements update recommendation statuses to Closed Won.
• HaloPSAcoreTechnology or IntegrationTime & billing / PSA integration that syncs HaloPSA engagement data (job types, dates, revenue, client data) into Propense; closed engagements update recommendation statuses to Closed Won.
• AderantcoreTechnology or IntegrationListed as a supported time & billing system that Propense ingests engagement data from.
• ElitecoreTechnology or IntegrationListed as a supported time & billing system that Propense ingests engagement data from.
• ProStaffcoreTechnology or IntegrationListed as a supported time & billing system that Propense ingests engagement data from.
• SalesforceflagshipTechnology or IntegrationNative iFrame integration on Salesforce Account Pages with CRM SSO (OAuth 2.0). Available on Enterprise, Unlimited, and Professional (API access) editions. Propense installs a managed package and sets up SSO in 30-60 minutes. Surfaces client-level service recommendations, education, internal collaboration, and email templates inside Salesforce.
• Microsoft Dynamics 365flagshipTechnology or IntegrationNative iFrame integration on Dynamics Account Pages with CRM SSO. Surfaces top client opportunities inside Dynamics.
• HubSpotflagshipTechnology or IntegrationNative iFrame integration on HubSpot Account Pages with CRM SSO. Surfaces top client opportunities inside HubSpot.
• IntrohivecoreTechnology or IntegrationRelationship intelligence platform integrated as a data source feeding Propense's relationship and warm-intro signals.
• BomboracoreTechnology or IntegrationBuyer-intent data provider feeding Propense's market trigger and in-market activity signals.
• 6sensecoreTechnology or IntegrationBuyer-intent platform listed as a Propense data feed.
• DemandbasecoreTechnology or IntegrationAccount intelligence platform listed as a Propense data feed.
• QualtricscoreTechnology or IntegrationCustomer feedback / NPS system listed as a Propense data feed for satisfaction context.
• MedalliacoreTechnology or IntegrationCustomer experience / NPS platform listed as a Propense data feed.
• ZoomInfocoreTechnology or IntegrationB2B contact and company data provider listed as a Propense data feed.
• Dun & BradstreetcoreTechnology or IntegrationFirmographic data provider listed as a Propense data feed used to enrich client and prospect records.
• RelProcoreTechnology or IntegrationRelationship intelligence platform listed as a Propense data feed.
• SnowflakecoreTechnology or IntegrationData warehouse integration that allows Propense to read from a firm's Snowflake environment as a data source.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud infrastructure provider for the Propense platform. All client data is stored on U.S.-based AWS cloud infrastructure with TLS in transit, AES-256 at rest, client-specific instances, and AWS physical security safeguards.
• CCH ProSystem fxcoreTechnology or IntegrationListed in Propense's "Reads from your existing stack" section as a supported accounting/professional services system.
• Thomson ReuterscoreTechnology or IntegrationListed in Propense's "Reads from your existing stack" section as a supported accounting/professional services system.
• Wolters KluwercoreTechnology or IntegrationListed in Propense's "Reads from your existing stack" section as a supported accounting/professional services system.
• Practice CScoreTechnology or IntegrationListed in Propense's "Reads from your existing stack" section as a supported accounting/professional services system.
• CasewarecoreTechnology or IntegrationListed in Propense's "Reads from your existing stack" section as a supported accounting/professional services system.
• CREDO Consulting (Clinton Gary)coreImplementation/ SI/ Consulting PartnerIndependent Propense Consultant (CEO) who helps firms go live with the platform — assesses people & practices, assigns a handpicked expert, and builds a tailored adoption plan.
• CML Consulting & Coaching (Chris Lazzuri)coreImplementation/ SI/ Consulting PartnerIndependent Propense Consultant supporting client engagements around launch, integration, and adoption.
• GrowthLogik (John Atkinson)coreImplementation/ SI/ Consulting PartnerIndependent Propense Consultant (Founder & Managing Partner) supporting client engagements.
• Amy Franko AssociatescoreImplementation/ SI/ Consulting PartnerSales & growth strategist; independent Propense Consultant supporting client engagements.
• Profitable Ideas Exchange (Jacob Parks)coreImplementation/ SI/ Consulting PartnerIndependent Propense Consultant (President & Partner) supporting client engagements.
• Strategic Narrative (Stuart Maister)coreImplementation/ SI/ Consulting PartnerChief Storyteller; independent Propense Consultant supporting client engagements.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Affinity: AI-powered relationship intelligence platform that automatically captures relationship data from email, calendar, and CRM to surface warm intros and deal opportunities. Closest horizontal peer for Propense's relationship graph and warm-intro capability.
• Introhive: Relationship intelligence platform built specifically for professional services firms, with deep CRM and time & billing integrations. Most direct comparable to Propense's relationship and warm-intro signals and a primary data feed for Propense.
• RelPro: Relationship intelligence and contact data provider used heavily by accounting, legal, and consulting firms to map client relationships. Overlaps directly with Propense's relationship signals layer and is also listed as a Propense data feed.

Broad incumbents

• 6sense: Account-based marketing and buyer-intent platform that uses AI to surface in-market accounts and priority contacts. Comparable in the intent and trigger-event layer that Propense layers on top of, and a Propense data feed.
• Bombora: Leading B2B intent data cooperative that tracks surge activity across thousands of publisher domains. Provides the buyer-intent signal that feeds Propense's market trigger engine and is a direct data dependency.
• ZoomInfo: B2B contact, company, and intent data platform that supplies firmographic and contact enrichment at scale. Comparable in the firmographic enrichment and account intelligence layer and listed as a Propense data feed.
• Demandbase: Account intelligence and ABM platform that combines firmographic, intent, and contact data with sales engagement workflows. Comparable in the account-level intelligence and prioritization that underpins Propense's trigger and propensity models.

Emerging players

• Mediafly: Revenue enablement and sales intelligence platform for B2B sales teams, including account planning and content recommendations. Comparable in the "next best action" and account plan workflow that Hatfield automates for partners.
• Seismic: Sales enablement platform with content management, account planning, and buyer engagement analytics. Adjacent to Propense in surfacing the right service/content to the right client and in cross-sell enablement workflows.
• Gong: Revenue intelligence platform that analyzes sales calls, emails, and CRM activity to surface deal risks, next steps, and coaching opportunities. Comparable in turning customer interaction data into prioritized, partner-ready actions, but optimized for sales reps rather than partner-led CPA/law firm book management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights10 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Propense.ai