AI data platform GoodFit raises £9.6m led by Notion Capital with Salica Investments
At a glance
This article covers a Series A on 29 September 2025 for GoodFit, an AI-driven data platform reshaping go-to-market strategies, founded by Harrison Rose and Aleksander Bury. The round raised £9.6m and was led by Notion Capital, with participation from Salica Investments.
What does GoodFit do?
GoodFit is an AI-driven data platform that combines proprietary market data, first-party performance data and configurable tooling. It helps commercial leaders identify and prioritise target accounts, run campaigns, and match sales reps to likely buyers.
Why is GoodFit useful?
Problem
People responsible for sales and revenue lack high-quality, specific data to guide AI-driven go-to-market decisions. Without this data, outreach stays generic and teams cannot target accounts, channels, or optimise acquisition cost effectively.
Solution
GoodFit explains that it combines proprietary market and first-party performance data with configurable tools. This lets revenue leaders identify, match, run campaigns and optimise acquisition costs using AI-driven go-to-market actions.
How much did GoodFit raise?
GoodFit raised £9.6m ($13m) in a Series A led by Notion Capital, with participation from Salica Investments alongside existing backers. This makes it the 27th largest funding round in September 2025 (56 recorded). It stands 152nd for 2025 (463 total) in the Startupmag database, as of 29 September 2025.
For details on how Startupmag compiles its rankings, view our Methodology.
Who invested in GoodFit?
Key investors include:
- Notion Capital: A Europe-focused early-stage investor specialising in business software. Its portfolio includes Currencycloud and GoCardless.
- Salica Investments: An investment firm that provides capital to growing technology companies.
- Inovia Capital: A venture capital firm investing in technology companies across North America and Europe.
- Robin Capital: A firm that backs early-stage technology ventures.
- Common Magic: An investor focusing on early-stage software and AI startups.
- Andrena Ventures: A venture investor targeting early-stage technology businesses in Europe.
In the funding announcement, Itxaso del Palacio from Notion Capital said:
We saw what Aleks and Harrison were building inside Paddle and were thrilled when they decided to productise it for the broader market, knowing how well they would execute independently. GoodFit has demonstrated clear demand, which we have seen from within our own portfolio, and the team’s ability to do this while bootstrapped is even more impressive.
The investor said the company is positioned to benefit from the growing role of automation and AI in sales.
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Who founded GoodFit?
The founders of GoodFit are Harrison Rose and Aleksander Bury.
In the funding announcement, Harrison Rose, CEO and co-founder of GoodFit said:
High-quality, specific data is the fuel these systems need. Without it, ideal customer profiles (ICPs) stay shallow and outreach remains generic.
Where is GoodFit based?
GoodFit is based in London, UK.
What sector is GoodFit in?
GoodFit operates in the AI sector. This sector builds systems that use data and algorithms to help businesses make decisions. In simple terms, AI tools analyse information to suggest better actions for companies.
Key trends and challenges in AI:
Data quality and governance
AI needs high-quality, specific data to work well, for example clean customer databases.
Automation reshaping jobs and workflows
AI automates routine tasks and frees staff for strategy, for example outreach and scheduling.
Regulation, ethics and trust
Regulation and bias risks need clear explanations and strong privacy safeguards, for example GDPR in Europe.
For a deeper look at innovation in this space, see the latest funded AI startups in the UK
They've invested in GoodFit
Get to know these AI investors
| Investor | Sector | Stage | Activity | Team | Connect |
|---|---|---|---|---|---|
 Notion Capital | 21 investment(s) investment(s) | 8 contacts contacts | |||
 Salica Investments | 12 investment(s) investment(s) | 29 contacts contacts | |||
 Inovia Capital | 2 investment(s) investment(s) | 8 contacts contacts | |||
 Common Magic | 1 investment(s) investment(s) | 1 contact contact | |||
 Andrena Ventures | investment(s) investment(s) | 1 contact contact |
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