AI For People Who Don’t Sit Still
Today's featured startup is reinventing how field teams prep, sell, and close on the move
Project Overview
Donna is an AI assistant designed for field sales reps — the people who spend their days driving between client meetings rather than sitting at a desk with a laptop.
These reps face a predictable set of challenges: they’re constantly on the move, often behind the wheel or rushing between appointments, with little time to prepare for meetings or update the CRM afterward. As a result, administrative tasks pile up and get pushed to evenings and weekends. Important details get forgotten. And overall efficiency drops.
Donna solves all of this by acting as a voice-controlled companion that connects to the rep’s CRM, email, messaging apps, and calendar. On the way to a meeting, a rep can simply ask Donna for the customer profile, the negotiation status, and the objective of the upcoming conversation — and Donna responds by voice or sends the information to their phone.
After the meeting, the rep can brief Donna through the app or by calling in. Donna extracts key details, asks clarifying questions the rep may overlook, structures the meeting notes, fills in all CRM fields, and updates statuses automatically.
Every interaction also doubles as lightweight coaching. Donna reminds the rep how to run the meeting, highlights areas for improvement, praises strong performance, and draws from the company’s sales playbooks and best practices of top performers.
This workflow helps reps increase conversion rates by 20% while spending 75% less time on administrative work.
Since its early €1.5M seed round last year, Donna has grown to 100 corporate customers and raised an additional $4.8M — bringing total funding to $6.4M.
What’s the Gist?
Donna’s traction shows something important: investors are backing the market, not just the startup. Raising $6.4M with only ~100 small customers signals a belief that this category is about to take off.
For decades, field sales reps have been underserved. Most sales tools are designed for office-based teams, while mobile versions are treated as secondary. Field reps rarely have time to sit down, open a laptop, and work properly — yet the tools they’re given assume exactly that.
Donna’s mission is to “unlock a new era of productivity for field teams” by giving them a mobile-first workflow that actually works on the go.
This insight aligns with what SignalFire highlighted when it invested $50M into another field-sales startup, Siro. The fund noted that while AI coaching tools for sales teams are booming, almost all of them ignore a massive segment: field reps.
And this segment truly is massive — in the US alone, there are 731,000 field salespeople.
Siro approaches the problem differently: reps record conversations with clients, Siro analyzes them, and delivers coaching immediately after the meeting. This form of contextual, real-time feedback boosts conversion by 36% and reduces sales rep churn by 30%.
Zooming out, the broader issue becomes clear: most B2B platforms are not optimized for mobile use at all — despite the fact that most workers now rely primarily on their phones.
Another startup, The Mobile-First Company, is attacking this gap by building a suite of mobile-first business apps. The approach is working: over 5,000 paying companies and €15M raised so far.
Across all these examples, the underlying trend is the same:
mobile-first business software with built-in coaching is becoming the new standard.
Key Takeaways
The direction is obvious — companies need to build business tools that work flawlessly on mobile. Two principles stand out:
1. Voice interfaces should be added wherever possible.
Tapping through screens on a phone is inherently less efficient than working on a laptop. Voice removes friction.
2. Every interaction should provide contextual coaching.
Instead of standalone training apps, the future is “micro-coaching moments” embedded directly into the workflow — real-time, contextual, and tied to what the user is doing right now.
This approach helps solve attention-span challenges and increases retention because people absorb information better when it’s connected to immediate, real situations.
Field-sales startups are leading the way — but the same opportunities exist across countless other categories of employees.
Who else could benefit from tools that reduce administrative burden while boosting performance?
Now is the perfect moment to build them.
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Company Info
Donna
Website: askdonna.com
Latest Round: $4.8M 02.12.2025
Total Funding: $6.4M across 2 rounds