AI agent platform Trig raises £4.46m led by 20VC with Frontline Ventures
At a glance
This article covers a seed round on 1 October 2025 for Trig, an AI agent platform for account management, founded by Niall Kelly, Tom Richards and Mark Ryan. The round raised £4.46m and was led by 20VC, with participation from Frontline Ventures.
What does Trig do?
Trig is an AI service for account management that automates monitoring and customer engagement across systems. It detects customer loss risks and expansion opportunities, designs tailored plans, and executes actions to protect and grow customer revenue.
Why is Trig useful?
Problem
Revenue teams cannot find and act on customer signals fast enough, so many accounts are under managed and lose revenue.
Solution
Trig explains that it detects churn risks and expansion signals in real time across scattered data. It then designs tailored account plans and executes them through teams' existing tools to scale coverage without more headcount.
How much did Trig raise?
Trig raised £4.5m ($6m) in an oversubscribed seed round led by 20VC, alongside existing backers including Frontline Ventures. This makes it the 3rd largest funding round in October 2025 (7 recorded). It ranks 227th of the year (478 recorded) in the Startupmag database, as of 1 October 2025.
For details on how Startupmag compiles its rankings, view our Methodology.
Who invested in Trig?
Key investors in this round include the following backers.
- 20VC: A venture capital firm investing in early-stage B2B and enterprise software startups, with a focus on companies building sales and revenue technology.
- Frontline Ventures: A venture capital firm that supports founders aiming to scale across the Atlantic and has a history of leading early-stage rounds for founders targeting transatlantic markets.
- Marc Benioff: Angel investor with a background as the founder and long-time CEO of Salesforce.
- AJ Tennant: Angel investor experienced in sales and go-to-market leadership for technology companies.
- Mayur Gupta: Angel investor with a background in product and engineering for software businesses.
In the funding announcement, Harry Stebbings from 20VC said:
Ever since I was a little boy, I was always taught that the single worst thing in life is regret. Leaving billions of dollars on the table is one of the biggest regrets a business can have.
The investor added that he believes Trig offers a unique solution and will significantly shape the future of revenue.
In the funding announcement, Kieran Hill from 20VC said:
Account management is one of the most overlooked drivers of B2B growth. Companies miss expansion and risk churn simply because they can’t find and act on signals fast enough.
They added 20VC is backing Trig to help revenue teams use AI to capture expansion opportunities and reduce churn.
If you're researching potential backers in this space:
- Explore our list of AI venture capital firms in the UK
- Browse our directory of AI angel investors in the UK
Who founded Trig?
The founders of Trig are Niall Kelly, Tom Richards and Mark Ryan.
Where is Trig based?
Trig is based in London, UK.
What sector is Trig in?
Trig operates in the artificial intelligence sector. This sector creates software that can learn from data and make decisions.
Key trends and challenges in AI:
AI agents scale personalised account management
AI agents can automate tailored outreach and detect churn risks, helping firms act on signals for every customer.
Fragmented customer data slows insight and action
Customer and product data sit in many systems, delaying action and obscuring why revenue changed.
Need to extend coverage without added headcount
Sales and success teams often only focus on the top 10% of accounts, leaving 90% under-managed.
For a deeper look at innovation in this space, see the AI startups in the UK.
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