Enrola, a three-year-old women-founded startup that pivoted in 2025 from education to sales tech, has raised $2.1 million in Seed funding.
The round was led by Purpose Ventures, with support from existing backers Antler, AfterWork Ventures and Skalata.
As an education comparison platform, it previously raised $800,000 in a pre-Seed round in late 2024, having initially launched as part of the Antler program.
The shift is one of those classic discovery moments for cofounders Jo Thomas and Yvette Quinby.
They built an AI sales agent to convert Enrola’s leads, and in that moment saw the real opportunity: not the marketplace idea, but the agent itself, tackling a far larger problem in any business selling high-value services to consumers.
So in September last year, Enrola 1.0’s marketplace was parked to focus on the AI sales agents side to engage and convert customers in the moments they’re making a final decision.
Enrola 2.0’s agent answers customer questions, and either hands a sales-ready buyer back to the team or closes the sale itself. In less than 12 months, they’ve signed up 28 customers spanning education, insurance, fintech, legal services, utilities and comparison. Since the pivot, the platform has processed more than 250,000 leads.
The funding will help scale agents that meet buyers wherever they research and decide, and service more industries and the new ways customers buy. David Johnson, former head of GTM automation at UpGuard, has also joined Enrola as head of growth.
Thomas, Enrola’s CEO, said higher-value purchases are not an impulse buy, calling it “high-consideration B2C”.
“The way people buy has already changed, and it is going to keep changing fast,” she said.
“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.”
Purpose Ventures MD Derek Gerrard said nearly every consumer business spends heavily to generate leads, then lets most of them go cold.
“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,” he said.
“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.”
