Enrola, a three-year-old, women-founded startup that pivoted in 2025 from an education comparison platform to AI sales tech, has raised $2.1 million in a Seed round led by Purpose Ventures with support from Antler, AfterWork Ventures and Skalata.
The company previously raised $800,000 in a pre-Seed round in late 2024 after launching through the Antler program.
The pivot came after cofounders Jo Thomas and Yvette Quinby built an AI sales agent to convert Enrola’s leads and realised the agent itself addressed a much larger problem than the original marketplace idea. In September last year, Enrola 1.0’s marketplace was parked so the team could focus on AI sales agents that engage and convert customers at the decision moment.
How Enrola’s AI sales agents work
Enrola 2.0’s agent answers customer questions and either hands a sales-ready buyer back to the team or closes the sale itself. Since the pivot the startup has signed 28 customers across education, insurance, fintech, legal services, utilities and comparison platforms, and the platform has processed more than 250,000 leads.
The Seed funding will be used to scale agents that meet buyers wherever they research and decide, expand into more industries and adapt to new ways customers buy. David Johnson, former head of GTM automation at UpGuard, has joined Enrola as head of growth.
Thomas, Enrola’s CEO, said: “The way people buy has already changed, and it is going to keep changing fast.”
“Customers research and decide on their own terms now, at any hour, and increasingly with their own AI agents doing the legwork. Most businesses are still set up to sell the way they always have, and they lose buyers in the gap.
“We build the agents that let our customers meet buyers wherever buying actually happens, today and as it shifts to agent-to-human and agent-to-agent. This is not about adding one more channel. It is about being ready for however people choose to buy next.”
Derek Gerrard, managing director at Purpose Ventures, said: “It is an enormous, expensive problem hiding in plain sight. Jo and WA-based Yvette impressed us with their 25 years of experience each, and both understand this category from the inside. They are building for where buying is heading, not where it has been.”
“We think the businesses that win from here are the ones that can reach customers however they choose to buy, and Enrola is building exactly that.”
