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We're proud to be partnering with Anthony Goldbloom, Ben Hamner and the team at Sumble on their mission to transform how sales teams identify and engage with high-intent buyers. We recently participated in Sumble’s US$30M Series A funding round.
For decades, sales teams have relied on static lead databases, manual prospecting, and cold outreach. Despite billions spent annually by enterprises on sales intelligence tools, most teams have seen only incremental gains.
Tools like ZoomInfo and LinkedIn Sales Navigator digitised contact management, but didn't make it dynamic or scalable. Data is incomplete and goes stale faster than it can be updated. Sales teams can't reliably translate external signals, such as hiring or tech adoption, into prioritised accounts or timely outbound efforts triggered by genuine buyer intent. They struggle to identify who's ready to buy, why now, or how to connect. The result: workflows stitched together from spreadsheets, scraped signals, and individual gut instinct.
Until recently, solving this wasn't feasible. Legacy vendors relied on manual processes and offshore teams, making real-time, high-precision data prohibitively expensive at scale. Now, AI automation and LLMs can do in hours what once required entire data collection teams working for days. And crucially, sales reps’ mindsets have shifted. Sales teams are increasingly embracing signal-based prospecting, sharper targeting, and tighter integration into their existing workflows.
Introducing Sumble
Sumble is an AI-native sales intelligence platform that surfaces external signals identifying high-intent prospects in near-real time. The platform tells Sales and RevOps teams exactly when and where to engage, based on cues like new hires, job postings, and publicly reported technology migration projects.
For example, when a company starts hiring cloud developers for a migration project, Sumble can surface the name and contact information of the Engineering Manager leading the initiative, often within hours of the job posting going live.
This precision is particularly valuable for companies selling infrastructure or DevOps tools, which is where Sumble has focused its initial go-to-market approach. Early traction reflects this, with customers including Snowflake, Figma and Wiz already using the platform to identify prospects.
The Team
We're incredibly excited to be teaming up with Anthony, Ben, and the Sumble team as they build the future of sales intelligence.
Anthony and Ben are exceptional second-time founders, having previously co-founded Kaggle, a data science competition platform and online community for data scientists and machine learning practitioners, which was acquired by Google in 2017.
Both deeply experienced in AI, Anthony and Ben discovered this problem first-hand at Kaggle when they struggled to assemble large datasets of sales intelligence to help customers train models. Great founding teams are rare, and a duo that's already demonstrated success building and scaling together is a powerful signal.
This is a particularly special investment for Square Peg. Anthony has had a long-standing relationship with Square Peg, having known co-founder Paul Bassat and other team members for well over a decade. In fact, Anthony’s wife Merav was one of Square Peg’s earliest team members and was the brainchild behind the Square Peg name! Anthony also introduced us to another founder in our portfolio, Jamie Hall from Lorikeet. We’ve watched Anthony build and scale Kaggle from inception through its acquisition by Google, and we're excited to back him and Ben as they tackle an even bigger problem with Sumble.
What's Next for Sumble
Sumble’s long-term vision is to build the intelligence layer that powers verticals beyond sales. The team plans to deepen the product offering by continuously ingesting new data sources and incorporating signals from infrastructure monitoring tools and cloud provider data to enhance the platform's precision and coverage.
While the team’s initial focus has been on infrastructure and DevOps sales teams, they're already seeing inbound interest from other potential customers, including insurance underwriters and recruitment firms, further proof that high-quality, real-time signals have multiple applications.
We're proud to be backing Anthony, Ben, and the Sumble team and welcome them to Square Peg!
