The One-Line Truth
Firmable is an AI-native sales intelligence platform that identifies in-market APAC prospects using proprietary, locally-verified data and real-time buying signals.
The Role: Sales Operations Manager Founded: 2022 (launched 2023) | HQ: Melbourne, Australia | Funding: $23 million ($9M Seed + $14M Series A, March 2026) Founders: Leigh Jasper (Aconex co-founder, acquired by Oracle in 2017), Paul Perrett (former Aconex COO and later MessageMedia CEO through its 2021 acquisition), and Karthik Venkatasubramanian (senior data and product roles at Aconex and Oracle's Construction Intelligence Cloud)
The Disruption Connection
In December, The Heed Report showed that the sales function was being restructured from the data layer up — that the CRM had become a graveyard for stale records, and that the next wave of revenue tools would be built on accuracy and timing rather than raw volume. Firmable is the data layer that bet on exactly that thesis.
Where Day 3 (Retell AI) and Day 4 (Bland AI) replace the human voice on the phone, Firmable replaces the research that should have happened before the phone ever rang. The two layers are complementary: a perfect voice agent calling the wrong number at the wrong time is still a wasted call.
The Problem It Kills
Your SDR team is bleeding hours every week to data hygiene before a single qualified meeting hits the calendar. Industry research suggests sales reps lose roughly 27% of their working week to bad data — somewhere between 10 and 12 hours per rep, every week, spent dialing disconnected numbers, emailing inboxes that bounce, and updating CRM fields by hand. A 10-person SDR team is effectively burning the equivalent of nearly three full-time headcount on data cleanup that produces zero revenue.
The waste compounds in APAC specifically because the global sales intelligence incumbents are US-centric by design. Their Australian and New Zealand records are largely recycled from third-party feeds, which means missing ABNs and NZBNs, stale mobile numbers, and a near-total blind spot for the mid-market companies that drive the regional economy. A rep working an ANZ territory on a global database is hunting in a forest where most of the trees aren't on the map.
Firmable's customers report what happens when the data layer actually works. ProcurePro and Solutions Plus describe moving from a slow manual enrichment process to a repeatable revenue engine — doubling live conversations with decision-makers, which roughly halves their cost per booked meeting. The headline metric Firmable references publicly is a jump in cold call connect rates from the industry-standard 5% to around 22%, driven almost entirely by verified mobile numbers reaching the right person at the right time.
Who This Is For / Who Should Skip It
If you sell into Australia, New Zealand, or Southeast Asia, and your average contract value justifies precision over volume, Firmable is built for you. The sweet spot is B2B teams in construction, IT services, finance, recruitment, and manufacturing — particularly mid-market organizations where the difference between reaching the right Director and reaching their old assistant is the difference between a closed deal and a dead lead. Teams already running HubSpot, Salesforce, Pipedrive, or Dynamics will get the most leverage, since the platform is designed to push enriched records directly into the CRM rather than dumping CSVs.
Skip this if your strategy depends on sending 5,000+ unpersonalized emails a day. Firmable's credit model is built for high-conversion, low-volume outreach, and the economics don't work for spray-and-pray motions. Skip it if your total addressable market is purely US-based. Firmable is expanding into North America in 2026, but the US dataset is still scaling and ZoomInfo or Apollo will give you more depth today. Skip it if you're a solopreneur without a CRM or a structured sales process — the Signal Agents and Account Intelligence features assume a team that can act on what the platform surfaces. And skip it if you don't have the discipline to follow up on signals within hours. A leadership change alert that sits in an inbox for two weeks is worth nothing.
How It Actually Works
Minute 1. You sign up for the 14-day trial and land in a clean, modern dashboard with 25 trial credits to burn. The first thing most users do is connect their CRM — HubSpot, Salesforce, Dynamics, or Pipedrive — which takes a few clicks and unlocks the one-click push that becomes the core of the daily workflow. The second thing is installing the Chrome or Edge extension, which lets you prospect from anywhere on the web. Open a LinkedIn profile, click the extension, and Firmable surfaces the verified mobile, work email, and full firmographic record without leaving the page.
First Hour. You'll run your first AI Search — filtering by industry, headcount, location, and tech stack to build a target list of, say, 200 ANZ construction firms with 50–500 employees using a specific project management tool. The results come back faster than the global tools and noticeably cleaner. You'll unlock a few profiles to test, watch the credit counter tick down (one credit per profile, regardless of whether you grab the mobile, email, LinkedIn URL, or all three), and push a batch directly into your CRM. The first time you see a verified mobile field populate where ZoomInfo gave you a disconnected landline, the tool starts to justify itself.
First Week. This is where Firmable moves from "better database" to "different category." You'll set up your first Signal Agent — pick your tier-one account list, tell the agent to monitor for leadership changes, funding announcements, job postings, or specific keyword triggers, and let it run. By day three, you'll get your first alert: a target account just hired a new VP of Operations. You call within 48 hours, before that VP has set their vendor budget, and you're having a strategic conversation instead of a cold pitch. Meanwhile, your AEs are using Account Intelligence to generate pre-call briefings — recent news, tech stack, likely pain points — that eliminate fifteen minutes of LinkedIn research per discovery call. The friction point most users hit in week one is the UI on complex multi-filter searches; it's modern but occasionally fights you on power-user workflows. The other adjustment is psychological: coming from Apollo's "millions of contacts" interface, Firmable's smaller, refined result counts feel like a limitation until you compare connect rates two weeks in.
The Features That Matter
Signal Agents. AI agents scan the web, social platforms, and news sources for specific buying triggers — leadership changes, funding rounds, job postings, project announcements — and alert reps in real time. The outcome is a shift from cold outreach to context-aware conversations that land within the 48-hour window when a new decision-maker is most influenceable. The gotcha: signals decay fast. A team without the discipline to act within hours will pay for intelligence they never use.
Search Intent (launched January 2026). Identifies companies actively researching specific keywords or product categories across the web, before they fill out a competitor's demo form. This is one of the first true intent data layers available specifically for the APAC market. The gotcha: coverage is optimized for APAC search behaviors first, and global intent is still scaling alongside the company's US expansion.
AI Account Intelligence Briefings. Generates concise pre-call briefings on a target account using LLMs over Firmable's proprietary data — recent milestones, tech stack, likely objections. The outcome is reps walking into discovery calls sounding like they've been studying the account for a week. The gotcha: the insights are probabilistic. Reps still need judgment for sensitive enterprise accounts where a wrong assumption costs the relationship.
Bulk Data Exchange. Enriches entire CRM segments or CSV uploads in a single bulk operation, replacing stale records with current data in minutes rather than weeks. The outcome is MQLs that hit sales with verified phone numbers attached, dramatically improving speed-to-lead. The gotcha: bulk operations consume credits fast — strategic credit allocation matters once you're running a multi-rep team.
Localized Industry Registers. Native integration of 14+ Australian commercial, civil, residential, and material supplier registers, plus core ANZ business registers (ABN, NZBN). The outcome is unrivaled depth in the ConTech vertical and the ability to find mid-market companies global tools simply don't have. The gotcha: the industry register depth is currently ANZ-specific and won't transfer when the team expands into US markets.
Single Profile Credit Model. Unlike competitors who charge separately for emails versus mobiles, one Firmable credit unlocks everything on a contact — mobile, personal email, work email, LinkedIn. The outcome is predictable budgeting and the elimination of "credit math" that wastes rep time. The gotcha: profiles are credited on unlock, so undisciplined exploration burns through credits quickly.
Real Cost
Firmable runs on a profile-credit model with four tiers, recently shifted to USD pricing as the company prepares for North American expansion.
The Individual plan ($55/user/mo, 1,200 yearly credits) is built for solo reps and small consultancies — AI Search, the browser extension, and core data. The Small Teams plan ($75/user/mo, up to 3 users, 3,000 yearly credits) adds CRM sync, shared lists, and the local registers. The Teams Pro plan ($110/user/mo, 3+ users, 6,000 yearly credits) is the production tier — unlimited Signal Agents, phone support, and the full feature set most growing sales teams need. Enterprise ($170/user/mo, custom credits) adds API access, SSO, and a dedicated success manager.
Real-world math. A 5-person SDR team on the Teams Pro plan pays roughly $6,600 per year total — about $1,320 per user annually, with 6,000 profile credits included for the team. The same team on a comparable ZoomInfo enterprise contract typically pays $14,000 to $25,000 per year, often locked into multi-year terms. Apollo undercuts both on raw credit price, but APAC accuracy estimates from user reviews sit in the 65–80% range, meaning teams effectively double their outreach volume to hit the same connect rate, which erases the savings.
Against a DIY stack. Stitching together LinkedIn Sales Navigator, an enrichment API, a verification service, and a CRM sync layer introduces integration complexity and multi-vendor latency, and still leaves the team without proprietary APAC data or signal monitoring. Firmable is competitive on price and dramatically simpler to operate.
What Customers Say
The praise pattern. Three themes surface consistently across G2 (where Firmable holds a 4.7/5 rating across 69+ reviews), Product Hunt, and Reddit. First, accuracy over volume — users repeatedly contrast Firmable's smaller, cleaner result sets against the bloated databases of global tools, noting that "right contacts" matter more than "more contacts." Second, customer support as a moat — the local Australian team is described as exceptionally responsive, with named CSMs following up personally on issues. Third, time savings on research — reps describe reclaiming hours per week previously spent manually piecing together account intelligence from LinkedIn and company websites.
The complaint pattern. Three issues come up repeatedly. First, occasional data inaccuracy — even with proprietary verification, some records still require manual updates, and users note that no database is perfect. Second, UI friction on complex multi-filter searches — the design is modern but occasionally complicates power-user workflows that feel smoother in mature enterprise tools. Third, support tier limitations — phone support is gated behind the Teams Pro and Enterprise plans, which lower-tier customers find frustrating when they hit edge cases.
The sentiment trajectory is meaningfully upward. Early reviews from 2023–2024 focused on Firmable as a "better database for ANZ." Reviews from late 2025 and 2026 emphasize Signal Agents, Account Intelligence, and Search Intent as the real value drivers — a sign the AI-native features are landing as the company has shipped them.
The Competitive Read
Firmable vs. ZoomInfo. ZoomInfo wins on US contact depth, organizational charts for Fortune 500 accounts, and the gravity of being the entrenched standard. Firmable wins on APAC accuracy, transparent pricing without multi-year lock-ins, and a modern AI-first architecture that ZoomInfo is still retrofitting onto a legacy database. For an ANZ-focused team, the choice isn't close.
Firmable vs. Apollo.io. Apollo wins on price for individual users, freemium accessibility, and built-in email sequencing that Firmable doesn't try to replicate. Firmable wins on verified APAC mobile numbers, local register depth, and signal-driven prospecting that Apollo's volume-first model isn't designed to deliver. Teams that want one tool for both data and sequencing will lean Apollo. Teams that pair best-of-breed tools will lean Firmable.
Firmable vs. Lusha. Lusha wins on simplicity for individual reps doing one-off LinkedIn lookups. Firmable wins on team workflows, signal monitoring, and the kind of account-level intelligence that supports a real SDR operation rather than just a single rep's prospecting habit.
Firmable vs. LinkedIn Sales Navigator. Sales Navigator wins on relationship context and direct messaging through InMail. Firmable wins on the actual contact information — mobile numbers and direct work emails — that LinkedIn deliberately hides to protect its InMail revenue. The two are genuinely complementary.
Pair it with: HubSpot or Salesforce for CRM enrichment, Salesloft or Outreach for sequence execution, and a voice layer like Bland AI (Day 4) or Retell AI (Day 3) once you want to automate the actual call.
The Honest Verdict
Excellent for: B2B teams selling into ANZ and Southeast Asia where average contract value justifies precision outreach over volume. Especially strong for ConTech, professional services, and mid-market sales motions where reaching the right director with verified contact information is the difference between a closed deal and a dead lead. The Signal Agents and Search Intent features turn a good database into a real prospecting engine for teams disciplined enough to act on alerts within hours.
Breaks at: High-volume spray-and-pray strategies where the credit model becomes punishing. US-only territories, where the dataset is still scaling and incumbents have deeper coverage today. Solopreneurs without a CRM or sales process, who'll pay for capabilities they can't operationalize. Power users who need ultra-polished enterprise UI for complex multi-filter workflows — the modern design occasionally fights you in the deep weeds.
Trajectory: Firmable is moving from "best APAC database" to AI-native global sales intelligence platform. The March 2026 Series A and the hiring patterns — SDRs and CSMs in Melbourne to support an APAC-to-US expansion — point to a deliberate North American push in 2026, positioning Firmable as the high-accuracy alternative for US teams tired of ZoomInfo's enterprise lock-ins. Expect the Signal Agents and Search Intent capabilities to deepen into more autonomous behavior over the next 12 months — agents that don't just alert reps but draft outreach and coordinate meetings on their own. The strategic question is whether the proprietary data moat that won APAC will translate to a US market where the incumbents have a decade of relationship gravity. The team that built Aconex into a global powerhouse from Melbourne is the right team to bet on.
Set It Up with AI
Use these prompts to accelerate your Firmable deployment:
Signal Agent Architecture Prompt: "I run a [industry] sales team selling into [geography] with an average contract value of [$X]. My ideal customer profile is companies with [headcount range], in [verticals], using [tech stack indicators]. Design a set of 5 Signal Agents I should configure in Firmable, including: the trigger to monitor (leadership change, funding, job posting, keyword, intent), why this signal indicates buying readiness for my product, the ideal response window in hours, and a sample first-touch message tailored to the signal."
ICP Refinement Prompt: "Here is my current customer list with their firmographics: [paste CSV or list]. Identify the patterns that define my best-fit accounts — common industries, size ranges, technology indicators, geographic concentrations, and any non-obvious shared characteristics. Then translate these patterns into a Firmable AI Search filter set I can use to find lookalike accounts."
Pre-Call Briefing Prompt: "I have a discovery call scheduled with [contact name, title] at [company]. Using the following Firmable Account Intelligence output [paste briefing], generate: three opening questions that demonstrate I've done my research, two likely objections based on their industry and stage, the most relevant case study from [your customer list] to reference, and a one-sentence positioning statement that connects my product to their most likely current pain."
CRM Hygiene Prompt: "I'm about to run a bulk enrichment in Firmable across [number] CRM records. Help me prioritize which segments to enrich first based on: recency of last activity, deal stage, account tier, and likelihood of stale contact data. Output a prioritized list with the rationale for each tier so I can allocate my profile credits efficiently."
Day 5 of 30. Tomorrow: Sierra — the conversational AI agent platform deploying autonomous customer experience agents for VPs of customer experience and chief experience officers at consumer brands.