Propensity
Propensity is a B2B Contact-Level Marketing Platform for growth teams, unifying ABM, contextual targeting, geofencing, website de-anonymization, and data enrichment with AI-powered audience building and omnichannel activation across 20+ channels at subscription tiers from $2,000 to $4,000 per month.
- Company typePrivate
- Founded2017
- HeadquartersExeter, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Propensity does
Propensity (legal entity Addapptation Inc.) is a B2B marketing technology company that operates a Contact-Level Marketing Platform designed for B2B growth teams. The platform is differentiated by its emphasis on individual-contact-level targeting and attribution rather than the account-level approach common in incumbent ABM tools. Its product surface unifies five core capabilities — Account-Based Marketing campaign execution, Geofencing around venues and events, Contextual Targeting on relevant web content, Website Visitor De-Anonymization, and Data Enrichment with double-verified contact and firmographic data — supported by platform features including Contact-Level Attribution, Account-Based Intent (powered by Bombora), Contact-Based Targeting, an AI Audience Builder, and Custom Lead Scoring.
Underlying the platform is an identity-resolution and omnichannel activation stack. The intent layer is sourced through a Bombora partnership providing GDPR-compliant signals; contact data is double-verified for accuracy and deliverability; and activation is delivered through 20+ channels including the proprietary Propensity Display Network (image, native, video, audio, CTV), LinkedIn, Facebook/Meta, Google, YouTube, TikTok, Reddit, marketing email, and direct mail. Native integrations with Salesforce and HubSpot sync contact-level intent and engagement directly into customer CRM workflows, and the company maintains API access for programmatic use on its Strategic and Unlimited tiers.
Propensity monetizes exclusively through monthly subscription pricing with three public tiers — Essential at $2,000/month, Strategic at $3,000/month, and Unlimited at $4,000/month — plus a Full-Service ABM managed service offering and a free trial that delivers a sample of top in-market accounts and contacts. The go-to-market motion is sales-assisted with self-serve onboarding, combining an enterprise Book Demo path with PLG-style trial conversion. Target buyers span SMB through enterprise, with named customers including Thumbtack, Microsoft, AWS, Papaya Global, and Ramsey alongside mid-market adopters. The company was founded in 2017, is headquartered in Exeter, New Hampshire, employs 11–50 people, and has disclosed approximately $3.95M in cumulative funding across five small rounds led by MassChallenge, 2048 Ventures, and Green Egg Ventures.
Propensity firmographics
Firmographics- Name
- Propensity
- Legal name
- Addapptation Inc. dba Propensity
- Website
- https://propensity.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Propensity is a B2B Contact-Level Marketing Platform for growth teams, unifying ABM, contextual targeting, geofencing, website de-anonymization, and data enrichment with AI-powered audience building and omnichannel activation across 20+ channels at subscription tiers from $2,000 to $4,000 per month.
- Ownership category
- akta.pro rank
Propensity industry classification
Industry- Product category
- B2B Marketing Software
- NAICS
- Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Influencer Media Buying & Paid Amplification (BPAFABAK)
Keywords
Where Propensity is headquartered
LocationHeadquarters
- HQ city
- Exeter
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Propensity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue: Propensity operates on a subscription model with three tiered plans (Essential, Strategic, Unlimited) priced monthly at $2,000, $3,000, and $4,000 respectively. Subscriptions include access to the ABM platform with varying levels of features, channels, and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential - For teams getting started with contact-level marketing at $2,000/mo |
| Subscription | Monthly | Strategic - For teams ready to accelerate with advanced data and channels at $3,000/mo |
| Subscription | Monthly | Unlimited - For companies running large scale, omnichannel marketing campaigns at $4,000/mo |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Propensity product offering
Product offeringCore offering
Propensity is a Contact-Level Marketing Platform for B2B growth teams that unifies Account-Based Marketing (ABM), contextual advertising, geofencing, website visitor de-anonymization, and data enrichment in a single subscription software product. The platform runs campaigns across 20+ channels (social, display, email, direct mail, CTV), identifies the individual people behind engagement signals, and syncs those contact-level insights into Salesforce and HubSpot for sales activation.
Product overview
Propensity is a Contact-Level Marketing Platform designed for B2B growth teams. The platform operates as a unified system combining multiple targeting and engagement capabilities: Account-Based Marketing (ABM) for running contact-level campaigns across 20+ channels; Geofencing for location-based targeting around venues and events; Contextual Targeting for placing ads alongside relevant web content; Website Tracking/De-Anonymization for identifying anonymous visitors; and Data Enrichment for verifying and enhancing contact data. Supporting these core products are platform features including Contact-Level Attribution for tracking marketing impact, Account-Based Intent for identifying in-market accounts via Bombora partnership, Contact-Based Targeting for person-level advertising, AI Audience Builder for building hyper-targeted lists, and Custom Lead Scoring for prioritizing prospects. Pricing is structured in three tiers (Essential at $2,000/mo, Strategic at $3,000/mo, Unlimited at $4,000/mo) with Full-Service ABM available as an add-on managed service. A free trial provides access to intent data samples.
Differentiator
Problem solved
Functional benefit
Products and services
- Account-Based Marketing (ABM)
Quantifiable outcome
- Lower cost per lead (CPL) by targeting verified buyers rather than broad accounts
- +2 more outcomes
Companies that use Propensity
Customer profileNamed customers18 records
Segments7 records
Ideal customer profiles3 records
Propensity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability6 records
Feature10 records
Propensity partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- BomboracorePropensity partners with Bombora to source millions of GDPR-compliant intent signals from across the web. Bombora's intent data powers Propensity's ability to identify accounts showing active research interest in specific topics, enabling more precise targeting and prioritization.
- SalesforcecoreNative integration with Salesforce CRM enabling contact-level intent and engagement data to sync directly into Salesforce, allowing sales teams to access insights without switching systems.
- HubSpotcoreNative integration with HubSpot CRM enabling contact-level intent and engagement data to sync directly into HubSpot, supporting sales activation and pipeline tracking.
- Certified ABM Partners (Full-Service)supportingNetwork of certified ABM experts providing strategy planning, content collaboration, audience building, campaign management, and attribution/ROI reporting. Includes partners like Allytics and Surappy ABM who offer specialized strategy, creative, and campaign support.
- LinkedIncoreAdvertising integration enabling targeted ads on LinkedIn platform with contact-level matching and engagement tracking.
- Facebook/MetacoreAdvertising integration enabling targeted ads on Facebook platform with contact-level matching capabilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Propensity competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Propensity social profiles
Digital presencePropensity compliance and trust
Trust signalCompliance3 records
Propensity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Propensity leadership team
Management profileNumber of profiles
Profiles3 records
Propensity funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Propensity 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 Propensity
What does Propensity do?
Propensity is a Contact-Level Marketing Platform for B2B growth teams that unifies Account-Based Marketing (ABM), contextual advertising, geofencing, website visitor de-anonymization, and data enrichment in a single subscription software product. The platform runs campaigns across 20+ channels (social, display, email, direct mail, CTV), identifies the individual people behind engagement signals, and syncs those contact-level insights into Salesforce and HubSpot for sales activation.
Is Propensity a public or private company?
Propensity is a private company. It is classified as venture growth investor backed and is currently operating.
When was Propensity founded?
Propensity was founded in 2017. It employs 11 to 50 people.
Where is Propensity based?
Propensity is headquartered in Exeter, United States, in the North America region.
How does Propensity make money?
One revenue line is on record: subscription Revenue.
Does Propensity have an API?
Yes. Propensity offers API access as part of their Strategic and Unlimited pricing tiers. The API enables access to Propensity's platform capabilities, including contact data, intent signals, and campaign management. Available to Strategic tier ($3,000/mo) and above, with access to Propensity API enabling programmatic interactions with the platform. Developer documentation is at www.propensity.com/platform/integrations.
What industry is Propensity in?
Propensity's product category is B2B Marketing Software. Its primary akta.pro industry code is BPAFABAK, Influencer Media Buying & Paid Amplification. Its NAICS code is 541810 and its SIC code is 7310.