HeadsUp
HeadsUp was a SaaS startup that built tools for growth teams at product-led growth companies to use customer data and programmatic signals to identify optimal selling moments for B2B and B2C customers.
- Company typePrivate
- Founded2020
- HeadquartersVienna, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What HeadsUp does
HeadsUp was a customer data analytics startup founded in 2020 by Earl Lee and Momo Ong, headquartered in Vienna, Virginia. The company built a SaaS product that helped growth teams at product-led growth (PLG) companies use customer data and programmatic behavioral signals to identify optimal selling moments for both B2B and B2C customers. The core technology focused on AI/ML-driven value assessment, surfacing high-value customers and timing recommendations to improve value-realization conversations between sales and prospects.
HeadsUp operated on a subscription-based SaaS revenue model, with a stated focus on PLG-vertical customers. Publicly named customers included Netlify, Contentful, Dialpad, and Matillion, spanning cloud computing, content management, cloud communications/UCaaS, and data integration segments. The company raised $8.5 million in a single funding round in September 2022 led by 645 Ventures, with participation from Character, Firstminute Capital, and Wing Venture Capital. By the time of acquisition, HeadsUp had reached six figures in ARR and reported a headcount of 11-50.
In November 2023, HeadsUp was acquired by Hightouch, a Composable CDP startup valued at $615 million at its last funding round, for undisclosed terms. As part of the deal, co-founder Earl Lee joined Hightouch to lead work on the Customer 360 product, an AI/ML-enabled customer data collaboration tool, while co-founder Momo Ong did not transition. Following the acquisition, HeadsUp ceased to operate as an independent company and its technology was absorbed into Hightouch's broader data platform.
HeadsUp firmographics
Firmographics- Name
- HeadsUp
- Website
- https://headsup.ai
- Company type
- Private
- Founded year
- 2020
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- HeadsUp was a SaaS startup that built tools for growth teams at product-led growth companies to use customer data and programmatic signals to identify optimal selling moments for B2B and B2C customers.
- Ownership category
- akta.pro rank
HeadsUp industry classification
Industry- Product category
- Sales Intelligence Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Lead Qualification & Inside Sales Support Services (BPAFAKAK)
- akta.pro secondary industry
- Customer Churn, CLV & Retention Intelligence (HDAAAHAC)
Keywords
Where HeadsUp is headquartered
LocationHeadquarters
- HQ city
- Vienna
- HQ country
- United States
- HQ region
- North America
Markets served
HeadsUp business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Revenue generated from subscription-based software providing customer data analytics for sales timing optimization. Reached six figures in ARR before acquisition.
Go-to-market motion1 record
HeadsUp product offering
Product offeringCore offering
HeadsUp built a customer data-timing SaaS tool that helped growth teams at product-led growth companies use customer data to identify high-value accounts and the optimal moment to sell to them. The product combined programmatic customer signals with AI/ML-driven value assessment and was sold to B2B software vendors. The company reached six figures in ARR and was acquired by Hightouch in November 2023.
Product overview
HeadsUp was a standalone customer data-timing product that helped growth teams at product-led growth companies identify optimal sales timing based on customer data signals. The product was focused on value assessment and programmatic signals to determine when to approach customers. HeadsUp operated as a single product offering before being acquired by Hightouch in November 2023.
Differentiator
Problem solved
Functional benefit
Products and services
- HeadsUp (Customer Data Timing Tool) A SaaS customer data-timing tool that helps growth teams at product-led growth (PLG) companies identify high-value customers and determine the optimal moment to sell to them, using AI/ML-driven value assessment and programmatic customer signals. Sold to B2B software vendors such as Netlify, Contentful, Dialpad, and Matillion.
Companies that use HeadsUp
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
HeadsUp technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HeadsUp partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
HeadsUp competitors and assessment
Company assessmentDirect peers
- MadKudu: MadKudu is a direct competitor in PLG sales intelligence, providing lead scoring and product-led sales signals for B2B SaaS growth teams — the same buyer profile and use case HeadsUp targeted.
- Pocus: Pocus is a direct peer in the PLG sales playbook category, helping growth and sales teams identify expansion, upsell, and optimal-selling-moment signals from product usage data.
- Catalyst: Catalyst operates a PLG-focused sales execution platform with signals and playbooks for product-led sales teams, overlapping directly with HeadsUp's value-assessment and sales-timing use case.
- Vitally: Vitally is a customer success platform purpose-built for PLG SaaS companies, using product-usage signals to surface account health and revenue opportunities — a closely adjacent category to HeadsUp's sales-timing analytics.
- Clearbit: Clearbit enriches customer and account data for B2B go-to-market teams, overlapping with HeadsUp's use of customer data to identify high-value customers and optimal selling moments.
- Census: Census is a reverse-ETL and customer-data activation platform that, like HeadsUp, helps B2B SaaS teams turn warehouse data into revenue-driving signals and audience targeting.
Broad incumbents
- 6sense: 6sense is a larger, established revenue intelligence and intent-data platform that competes broadly in the same space as HeadsUp, with overlapping AI/ML-driven account scoring and sales-timing capabilities.
- Hightouch: Hightouch is the Composable CDP that acquired HeadsUp and is now the platform where the HeadsUp technology lives; it operates in the adjacent customer-data-activation category and is now the operator of the asset.
- Segment: Segment is an established customer data platform (owned by Twilio) that sits in the same customer-data ecosystem as HeadsUp, providing the underlying data infrastructure that tools like HeadsUp sit on top of.
- ZoomInfo: ZoomInfo is a broad sales-intelligence incumbent that overlaps with HeadsUp on B2B account intelligence, scoring, and timing of sales outreach, but at significantly larger scale and a much wider portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
HeadsUp social profiles
Digital presenceHeadsUp financial estimates
Financial estimateRevenue estimate
Valuation estimate
HeadsUp leadership team
Management profileNumber of profiles
HeadsUp funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HeadsUp 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 HeadsUp
What does HeadsUp do?
HeadsUp built a customer data-timing SaaS tool that helped growth teams at product-led growth companies use customer data to identify high-value accounts and the optimal moment to sell to them. The product combined programmatic customer signals with AI/ML-driven value assessment and was sold to B2B software vendors. The company reached six figures in ARR and was acquired by Hightouch in November 2023.
Is HeadsUp a public or private company?
HeadsUp is a private company. It is classified as corporate owned and is currently acquired.
When was HeadsUp founded?
HeadsUp was founded in 2020. It employs 1 to 10 people.
Where is HeadsUp based?
HeadsUp is headquartered in Vienna, United States, in the North America region.
How does HeadsUp make money?
One revenue line is on record: saaS Subscription.
Who are HeadsUp's main competitors?
Direct peers on record are MadKudu, Pocus, Catalyst, Vitally, Clearbit and Census. Broad incumbents are 6sense, Hightouch, Segment and ZoomInfo.
Does HeadsUp have an API?
No public API is recorded for HeadsUp.
What industry is HeadsUp in?
HeadsUp's product category is Sales Intelligence Software. Its primary akta.pro industry code is BPAFAKAK, Lead Qualification & Inside Sales Support Services, with a secondary code of HDAAAHAC, Customer Churn, CLV & Retention Intelligence. Its NAICS code is 51821 and its SIC code is 7370.