MySalesCoach £1.5m seed for international roll-out of AI and human sales coaching
This article covers MySalesCoach, an AI startup, which has raised £1.5m in a seed funding round to accelerate international expansion and further develop its AI-powered sales coaching platform. The funding will support product development, expanded sales and marketing capacity, and increased adoption by enterprise sales teams, while highlighting continued investor support for the North of England tech ecosystem.
MySalesCoach, a Newcastle AI startup, has raised £1.5m in a seed funding round to accelerate international expansion and further develop its AI-powered sales coaching platform. The funding will be used to extend the product, grow sales and marketing capacity, and drive adoption among enterprise sales teams.
Why it matters
The deal highlights growing interest in tools that blend artificial intelligence with human coaching to improve commercial performance. As hybrid working becomes entrenched, companies are reassessing how they train and coach sales teams; solutions that promise frequent, data-driven coaching could shift training budgets and hiring decisions at scale. For a Newcastle-based business, the round also signals continued investor activity outside London, backed by regional funds aimed at strengthening the North of England’s tech ecosystem.
Inside the product
MySalesCoach describes its offering as a sales coaching operating system that pairs AI insights with human sales experts. The platform is pitched at enterprise teams and aims to increase coaching frequency and consistency by using AI to surface behaviours and learning opportunities, with coaches delivering targeted interventions. The company says the new funding will prioritise product development, expand sales and marketing operations, accelerate international growth and increase enterprise adoption.
Who are the investors?
The round was led by NPIF II – Maven Equity Finance, managed by Maven Capital Partners as part of the Northern Powerhouse Investment Fund II. Existing backers Northstar Ventures and Creative UK’s North East Fund also contributed, providing £500,000 of the round.
In the announcement, David Nixon, Senior Investment Manager at Maven Equity Finance, said:
The rise of hybrid working has accelerated the adoption of online training and coaching, and recent studies show clients increasingly prefer remote coaching due to the flexibility it provides.
Kevin and the senior team have built a strong business in a high-growth market. We’re delighted to support the company at this stage as it continues to invest in its technology and pursue international expansion.
In the announcement, Tom O’Neill, Investment Manager at Northstar Ventures, said:
We have supported MySalesCoach since 2022 and the business has demonstrated strong growth. The company is well positioned to take advantage of opportunities in the rapidly evolving sales coaching market.
In the announcement, Sarah Newbould, Senior Investment Manager at the British Business Bank, said:
Through NPIF II we are committed to supporting innovative, tech-enabled businesses across the North of England to scale. These companies help drive productivity across sectors while strengthening the UK’s digital economy.
MySalesCoach is a strong example of the type of ambitious technology business we aim to support as part of the North East’s growing innovation ecosystem.
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Founder perspective
In the announcement, Kevin Beales, co-founder and CEO at MySalesCoach, said:
The opportunity to combine AI and human expertise in sales coaching is creating a unique moment in time. Our platform is re-engineering how sales teams can be coached with the daily frequency of AI and the impact of human expertise to improve growth and performance in a way previously unachievable.
Securing investment from NPIF II and Maven, alongside the continued support of our existing investors, comes at a pivotal time. With this backing we’re ready to scale and support more organisations and individuals looking to improve sales outcomes in a rapidly evolving market.
Beales is a serial entrepreneur and the company has positioned itself on the intersection of productivity tooling and learning, aiming to monetise through enterprise contracts and coaching services.
The bigger picture
The funding sits within a broader push by public and private investors to back tech-enabled businesses in northern England. NPIF II’s participation continues the British Business Bank’s strategy of using regional funds to boost local innovation capacity. More broadly, the round reflects investor interest in AI applications that augment human expertise rather than replace it, particularly in the commercial functions of larger organisations.
The MySalesCoach raise will be watched by SaaS and AI investors across the UK and Europe as a test of demand for hybrid coaching products and as part of ongoing efforts to export British enterprise software beyond domestic markets.
They've invested in MySalesCoach
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| Investor | Sector | Stage | Activity | Team | Connect |
|---|---|---|---|---|---|
 Maven Capital Partners | 25 investments investments | 5 contacts contacts | |||
 Northstar Ventures | 5 investments investments | 6 contacts contacts | |||
 Creative UK's North East Fund | 3 investments investments | more info | |||
 British Business Bank | 69 investments investments | 7 contacts contacts | |||
 Northern Powerhouse Investment Fund II | 15 investments investments | more info |
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