lemlist acquires Claap to bring AI-driven sales execution to the front line
lemlist has acquired fellow Paris-based AI platform Claap in a self-funded deal. Investors Headline and LocalGlobe are exiting after backing Claap to this milestone. The reported valuation sits between €12 million and €25 million.
The move is simple: turn sales conversations into concrete actions. With Claap's conversation intelligence plugged into lemlist's engagement engine, reps get context-aware insights, cleaner CRMs, and timely follow-ups-without heavy manual work.
What Claap adds to the stack
- Transcribes and analyzes sales calls with high accuracy.
- Surfaces buying signals, objections, and timing cues in real time.
- Creates context-aware AI agents to automate follow-ups, coaching, and execution.
"We want to make the sales process more productive and convert conversations into revenue," says Robin Bonduelle, CEO at Claap. "Together we'll capture the key details so teams can turn prospects into customers faster."
Why lemlist did the deal
According to lemlist CEO Charles Tenot, the team tested multiple conversation recorders: "No other product matched Claap's transcripts and simple interface." He added that both companies serve similar customers, making the acquisition a natural fit to change how prospecting is done over the next decade.
"Smartbound" sales: targeted, contextual, and triggered by buying signals
lemlist and Claap are rolling out a new motion they call "smartbound." It blends the best of outbound with signal-based timing and highly specific context pulled from real conversations-ending blind spray-and-pray sequences.
- Calls and meetings are recorded and transcribed.
- Key info (pain points, intent, next steps) is captured automatically.
- Insights sync into your CRM and trigger ready-to-send follow-ups and tasks.
- Reps get alerts when timing, objections, or interest signals spike.
How it plugs into your CRM and workflow
Claap's insights now sync directly into systems like HubSpot and Salesforce. lemlist then generates context-rich emails and next steps so reps can respond at the right moment with the right message.
- Automatic notes and contact updates reduce admin work.
- Follow-ups and tasks are pre-drafted based on actual conversations.
- Live notifications keep deals moving when prospects show intent.
Why this matters for sales leaders
- Better pipeline quality: fewer "just checking in" messages, more timely, relevant touchpoints.
- Stronger coaching: real examples of objections and turning points across the team.
- Faster execution: less manual CRM hygiene and more selling time.
Market signal: consolidation plus sustained investor interest
This acquisition lands amid steady activity across Europe's AI sales and conversational automation market. Recent raises include DRUID AI (Romania, €26M, Series C), OBT Live (UK, €2.6M, Series A), Merx (UK, €1.1M, pre-Seed), Interhuman AI (Denmark, €2M, pre-Seed), and MailMoo (Finland, €300k, pre-Seed). While many peers scale through venture funding, lemlist's self-funded buy points to a consolidation trend: combine complementary tech to speed up AI-driven prospecting and CRM automation.
Company snapshots
- lemlist: Sales engagement platform founded in 2018 by Guillaume Moubeche. Bootstrapped to €30M ARR, a €128M valuation, and 100,000+ customers. Remote-first team of 90+ across 10+ countries. Focused on AI-driven personalization, streamlined workflows, and turning prospects into customers.
- Claap: Founded in 2021 by Robin Bonduelle, Pierre Touzeau, and Thomas Hernandez. Profitable with double-digit month-over-month growth. Transforms sales conversations into actionable insights and context-aware AI agents to automate follow-ups, coaching, and execution.
What to do next
- Audit your pipeline for missed timing cues and unaddressed objections-then map where conversation insights would have changed the outcome.
- Tighten CRM fields and workflows so auto-syncing insights trigger clean, useful actions.
- Rebuild sequences around signals, not guesswork. Keep messaging short, specific, and tied to the last conversation.
If you're upskilling your team on AI-driven selling, explore practical programs by role here: AI courses by job.
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