Regie.ai injects sales enablement with AI, but keeps humans in the loop

There’s no sure-fire approach to sales enablement, the process of providing a sales team with the resources it needs to close deals. Some teams are deficient on the prospecting side — that is, identifying and contacting potential customers. Others require help getting deals over the finish line.

To meet these diverse wants, founders Matt Millen and Srinath Sridhar turned to AI tech. Their company, Regie.ai, develops sales enablement software designed to combine AI with human-driven outreach.

“We first came together in 2021 with a founding thesis of building a generative AI content platform for sales teams,” Srinath, Regie.ai’s CEO, told TechCrunch in an interview. “We aim to amplify human sellers, not replace them.”

Previously a software engineer at Google and Meta, Sridhar is a data scientist by trade, having developed enterprise-scale machine learning systems. Millen was formerly a VP at T-Mobile, leading the national sales teams.

When TechCrunch first covered Regie.ai in 2022, the company offered little more than a service that used a fine-tuned version of OpenAI’s GPT-3 model to generate marketing copy. Regie.ai’s product portfolio has expanded quite a bit since then, to the point where it’s barely recognizable to this reporter.

Today, Regie.ai delivers tools like an AI-powered sales sequence builder and “co-pilots” for messaging personalization and sales prospecting. The company’s platform aims to bring phone, email, and social outreach workflows together into a single platform, and to enhance these flows with automation and AI insights.

“Regie.ai is AI-native,” Srinath said, “leveraging AI to handle the necessary, yet low-value administrative tasks of prospecting, like list building, intent signal sorting, and email writing and sending, while giving capacity back to human reps to execute high-value follow-up touches through the call and social channels.”

Regie.ai can analyze signals like website visits, engagement interactions, and intent data to determine the best next step for outreach, Srinath says. If a buyer shows readiness to engage, Regie.ai will decide whether AI should handle the next touch or if a rep should step in — assigning a call, email, or social task.

Srinath acknowledges that there’s a lot of competition in the sales enablement software space — a space that by some estimates was worth $5.23 billion in 2024. Amplemarket is one example. But Srinath argues that Regie.ai is unique in that it doesn’t seek to take reps out of key sales pipelines.

“The sales enablement industry is stuck between two extremes,” he said. “On one side, you have AI software promising to replace humans entirely, and on the other, you have legacy software that hasn’t meaningfully innovated in years. We believe Regie.ai is solving this problem.”

San Francisco-based Regie.ai, whose customers include Crunchbase and Copado, seems to be doing something right. Annual recurring revenue grew 300% year-over-year last year, according to Srinath.

In anticipation of further scaling up, Regie.ai recently closed a $30 million Series B funding round co-led by Scale Venture Partners and Foundation Capital with participation from Khosla Ventures, StepStone Group, Triple Point Capital, and South Park Commons. Bringing the company’s total raised to $50.8 million, the new capital will be put toward growing Regie.ai’s roughly-75-person team with a focus on the engineering and customer success organizations, Srinath said.