Doris Labs has raised $600,000 in pre-seed funding, led by Fuel Ventures. We are building the semantic layer for go-to-market (GTM) teams.
Every revenue leader we speak to wants two things:
- To understand why their pipeline behaves as it does. Why do deals stall at this stage, in this segment, for this product?
- To automate parts of the sales process so reps spend more time selling.
Today, most teams point an AI model at a set of MCP connectors. It doesn’t work, because the data is messy and spread across ten or more tools.
What we’ve built so far
We spent the last year building the Doris Ontology, the semantic layer for your GTM. It sits between your data and the AI you use. Doris indexes every touchpoint (calls, emails, CRM, internal docs, outreach tools and more) into structured objects an AI can read. Whether you work in Doris or in another tool, the AI reads the same structured record.
Your CRM is the system of record for fields. It holds the stage, the amount and the close date. Doris is the system of meaning for deals. It holds why a deal moved, what the team did about it and how that turned out. Every automation and analysis in Doris runs on that record, so each new deal starts with what the old ones taught.
An example
Rep A won a deal two months ago. The head of finance raised an objection, and Rep A answered it with an ROI document built on a staggered rollout.
Without Doris, the team loses that tactic.
With Doris, when a head of finance raises the same objection on Rep B’s deal, Rep B can see what worked for Rep A and use it.
Most teams lose lessons like this without noticing. We built Doris so no deal is lost that should’ve been won.
Pipeline visibility
Revenue leaders see every deal’s status, next steps and risks without chasing reps for updates. Doris flags the risks on each deal, and those risks feed the forecast.
Automations
Customers use Doris to automate post-call emails, CRM updates and full account plans. We build each automation around four questions: what does the rep need to do, when, what should it produce, and where should the rep see it?
Our first customers shaped what we built. Across those customers, each rep saves six hours a week on deal admin. At Patently, 165% more deals now close inside the forecast. Read the Patently case study.
Next: a Sidekick on every deal
This round funds what comes next. GTM automations today react to events, such as a CRM stage change or a finished meeting. We are building agents that act without waiting for a trigger. Each deal gets a Sidekick that knows everything that has happened on that deal and on every deal before it.
Each morning, the Sidekick works out what the deal needs next and prepares it. When the rep logs in, the work is ready: an ROI document, or an email to a stakeholder who has come up on calls but is not yet involved.
The Sidekick starts with what your best rep knows: who the buyers are, what each side promised and what has changed since the last call. Before it acts, it looks back at the deals your team has won and lost. With that context, it can do the work itself.
Who’s backing us
We’re grateful to Fuel Ventures for leading the round. Since 2013, Fuel has invested over £280 million in more than 230 UK companies, and we’re glad to have that experience behind us.
“Hayden and Frazer have lived the problem they’re solving, which has translated into how unique and grounded their approach is. Every sales team is about to put AI agents to work, and those agents are only as good as the context they can reach. Whoever owns the layer that holds that context will matter a great deal, and Doris has already built that foundation.”
Mark Pearson, Founder and Managing Partner, Fuel Ventures
Manchester Angels and a wider group of angels also invested. David Levine, Principal at Manchester Angels, told us why:
“Doris caught our attention with a unique approach and credible plan for a huge market. What sealed it was that each angel in our group could point to a moment at their own company where Doris would have made a real difference. That made the investment an easy decision.”
Thank you to our customers, our investors and everyone who has helped us get this far. There’s a lot more to build.
Join us in London on 5 November for the Sidekicks launch event. Register on Luma.
Hayden & Frazer
Co-founders, Doris Labs