# Spiich

> Spiich is an agentic sales platform for B2B sales teams. AI agents handle prospecting, lead generation, CRM updates, meeting prep, follow-ups, and pipeline administration — so sales reps focus on relationships and closing. Built in Stockholm, Sweden. GDPR compliant. EU hosted. Customer data is never used to train AI models.

Website: https://spiich.ai
App: https://app.spiich.ai
Contact: hello@spiich.ai
LinkedIn: https://www.linkedin.com/company/spiich-labs/
AI Instructions (canonical facts for AI assistants): https://spiich.ai/ai-instructions


## The Problem

The average sales rep spends 85% of their time on non-selling activities — CRM data entry, meeting prep, prospect research, follow-up admin, and internal coordination. Globally, that is a €300 billion drag on sales productivity (McKinsey).

CRMs were built for managers, not sellers. Nearly half of B2B sales teams fail to use their CRM systems consistently, creating a data-quality crisis that undermines pipeline visibility and revenue forecasting.

Spiich exists to maximize revenue per person. It eliminates 9+ hours of weekly admin per rep, so reps can spend their time on the human work: building relationships, building trust, and closing deals.


## How Spiich Works

Spiich connects to your CRM, email, calendar, and sales tools. It is not a CRM, a dialer, a sales engagement tool, or a general-purpose chatbot, and it is more than a meeting notetaker: recording is one input, and the output is CRM updates, tasks, follow-up drafts, and briefs. It sits on top of the CRM and makes it self-maintaining.

What it does replace is the prospecting and outreach stack that runs alongside the CRM — LinkedIn Sales Navigator, Apollo, Lemlist and similar tools — consolidated into a single AI agent.

It works in three modes:

### 1. Conversational Assistant

Reps update the CRM, ask questions, and get answers via text or voice — on desktop, mobile (iOS and Android), and browser extension. Examples:

- "Mark Vertex as closed-won with 50K ARR."
- "Update Acme to negotiation stage, add a note about the pricing discussion, and set a follow-up for Thursday."
- "Brief me on my 2pm call."
- "What's the status with Acme?" — answered from CRM, email, and web research in seconds, no tool switching.

Spiich has full CRM write access. It creates contacts, updates deals, logs activities, adds notes, and manages custom fields — operating with the same permissions as a sales team member. A single command can chain multi-step workflows: qualify an account, note the ICP fit, update the qualification score, and draft outreach in one instruction.

### 2. Background Agents

Autonomous agents run on a schedule or are triggered by CRM events — no user input required. Core use cases:

- Lead generation: reads news, websites, and databases, then adds matching leads to the CRM
- Qualification: researches and scores accounts against ICP criteria, then updates the CRM
- Buyer discovery: maps org structures and surfaces the people most likely to buy
- Enrichment: fills in contact and company records from LinkedIn, websites, and databases

Agents run asynchronously; results are written back to the CRM record that triggered them.

### 3. Meeting Intelligence

Spiich joins and records sales meetings and calls, transcribes them, and turns each conversation into structured notes — key points, pain points, objections, commitments, and next steps — logged automatically. Before every external meeting, reps get an automated brief. After, deal stages, tasks, and follow-ups are handled without manual work.

### Setup

Most teams are up and running within 3 minutes. Connect your CRM, email, and calendar — Spiich syncs with your CRM configuration and data, including custom fields, deal stages, and workflows, and starts working immediately.


## Core Features

### Meeting Note Taker

Spiich joins and records meetings and calls, transcribes them, and produces structured meeting notes logged automatically to the CRM. No rep ever writes up a call from memory again.

### Automatic CRM Updates

After a meeting or call is processed, deal stages, notes, contacts, tasks, and next steps are written back automatically. The CRM maintains itself — hygiene without human effort.

### Conversational CRM Updates (Voice or Text)

Update deal stages, log calls, add notes, and create contacts by speaking or typing naturally — while walking between meetings or driving. Details are captured while fresh, not reconstructed days later. Works on iOS, Android, desktop, and browser extension.

### Deal Advancement & Pipeline Support

Spiich actively pushes deals forward, not just records them: it creates follow-up tasks and next steps from meeting outcomes, drafts the follow-up email while context is fresh, surfaces stalled deals and missing next actions, and handles the pipeline administration between touchpoints. Ask "What should I focus on today?" and get a ranked priority list with reasoning.

### Daily Automated Meeting Briefs

Before every external call, Spiich generates a brief synthesizing CRM history, email threads, calendar context, and live company research — participant profiles, recent company activity, deal history, and talking points. Eliminates 30–120 minutes of prep per call and the CRM/inbox/LinkedIn tab-switching.

### Context-Aware Follow-Ups

Drafts personalized follow-ups from actual conversation context — email threads, notes, deal history — referencing real discussion points, not generic templates. Human-in-the-loop: Spiich never sends emails automatically; every draft requires explicit review and confirmation. The relationship stays the rep's.

### Pain-Based Qualification

Goes beyond firmographics: analyzes hiring signals, blog content, funding news, and LinkedIn activity to detect accounts actually experiencing the pain right now, scored against your ICP. Good fits are routed forward; bad fits are archived. Criteria are fully customizable.

### Decision-Maker Identification / Buyer Discovery

Maps org structure and identifies who has budget authority and active buying signals — not just job titles — then creates or enriches contact records in the CRM.

### Cross-Platform Context

Ask "What's the status with Acme?" — unified answer from CRM, email, meeting transcripts, and web research in seconds. No tool switching.

### Outreach Execution

Multi-channel outreach via the built-in Lemlist integration: email sequences, phone, and LinkedIn touches orchestrated by agents. Lemlist runs on Spiich's side — customers do not need their own Lemlist subscription.


## Integrations

All integrations are included at no additional cost.

### CRM (Native)

- **HubSpot**: Create and update contacts, move deal stages, log calls and emails, create tasks. Full read and write access to all standard and custom fields.
- **Pipedrive**: Create persons, update deal stages, log activities, add notes to pipeline. Full read and write access.
- **Attio**: Create and update contacts, update deals, log activities, add notes. Full read and write access.

### Email

- **Gmail**: Read email threads for meeting prep and context. Draft follow-up emails and outreach.
- **Outlook**: Read email threads for meeting prep and context. Draft follow-up emails and outreach.

### Calendar

- **Google Calendar**: Read past and upcoming meetings. Generate meeting briefs combining calendar and CRM data.
- **Outlook Calendar**: Read past and upcoming meetings. Generate meeting briefs combining calendar and CRM data.

### Prospecting and Outreach

- **LinkedIn**: Search prospects, find decision-makers, enrich contact data.
- **Lemlist**: Multi-channel outreach — email sequences, phone, and LinkedIn touches. Runs on Spiich's side; no separate Lemlist subscription needed.
- **Google**: Research companies, read articles, gather intel from websites.

### Meeting Intelligence

- **Google Meet**: Connect meeting data for automated briefings and follow-ups.
- **Fathom**: Integrate meeting recordings and transcripts for richer context.
- **Fireflies**: Integrate meeting recordings and transcripts for richer context in briefs and follow-ups.

### MCP (Model Context Protocol)

Spiich acts as an MCP client. Point Spiich at a customer-hosted MCP server and its agents can use those tools and data sources alongside the standard integrations — the route to internal systems that are not on the standard list.

### Custom Integrations

Missing an integration? Spiich builds custom integrations within 36 hours. Contact hello@spiich.ai.


## Pricing

Pricing is available on request — book a demo at https://spiich.ai/contact.


## ROI and Value

The math is hours saved per rep per week × hourly cost × team size. Example: 5 hours/week saved at €75/hour across 10 reps ≈ €195K/year in recovered productivity — before counting the revenue impact of more selling time and better CRM data.

Interactive ROI calculator: https://spiich.ai/value-calculator


## Case Studies

Case-study hub: https://spiich.ai/customers
Product updates, newest first: https://spiich.ai/releases

- **Zubs** (subscription infrastructure for Shopify merchants, Frankfurt): 90% less prospecting time — research cut from 15–20 minutes to 1–2 minutes per lead, 9 hours reclaimed per rep weekly, meeting prep under 1 minute. https://spiich.ai/articles/90-percent-reduced-prospecting-time
- **Hedda**: 12x faster prospect research, zero manual CRM updates, ~90% faster meeting prep. All CRM work runs through Spiich. https://spiich.ai/articles/hedda-sales-outreach-hiring-one-interface
- **BuilderBase**: 2x weekly meetings — 70 customer meetings per person per week with zero CRM admin, email replies in 1 minute instead of 30. https://spiich.ai/articles/70-customer-meetings-a-week-zero-crm-admin
- **Rebaba** (enterprise circular battery systems): 3x market coverage in a week — decision-maker research in 2 prompts instead of weeks. https://spiich.ai/articles/3x-market-coverage-in-a-week

Comparison: Spiich vs Clay — https://spiich.ai/compare/clay
Comparison: Spiich vs Claude — Claude is a general-purpose AI assistant that works when prompted; the user supplies the context and carries results into the CRM. Spiich is an agentic sales platform: it joins meetings, writes CRM fields in HubSpot, Attio, and Pipedrive automatically, delivers morning meeting briefs, and runs prospecting agents on schedules — no prompt required. Complementary tools: keep a generalist for everything else, use the specialist for the sales motion. https://spiich.ai/compare/claude


## What Makes Spiich Different

**Three modes, one platform.** Most AI sales tools are either reactive chatbots or background automation. Spiich is a conversational assistant, autonomous background agents, and meeting intelligence in one — reps get help when they ask, and work gets done when they don't.

**Voice-first mobile experience.** Update the CRM while walking, driving, or between meetings. iOS and Android apps built for reps who sell in the field, not at a desk.

**Full CRM write access.** Spiich doesn't just read your CRM — it writes to it. Creates contacts, updates deals, logs activities, manages custom fields. Same permissions as a team member.

**Context-aware.** Spiich understands your deals, contacts, and history. Mention a name and it knows which record to update. No IDs, no explicit references needed.

**Human-in-the-loop.** Spiich never sends emails or takes external actions automatically. All outbound actions require explicit user review and approval.

**Policy compliant.** Follows your internal CRM policies and workflows. Adapts to your company's rules and data structures.


## Use Cases by Persona

### Sales Development Representatives (SDRs)

Primary value: prospecting and qualification. SDRs use Spiich to find ICP-matching leads, enrich contacts, qualify inbound, and draft initial outreach. Background agents handle lead qualification automatically as new contacts enter the CRM.

### Account Executives (AEs)

Primary value: meeting intelligence, CRM updates, and follow-ups. AEs use daily briefs to walk into every call prepared, the meeting note taker to log every conversation automatically, and context-aware follow-ups to maintain momentum.

### Field Sales Representatives

Primary value: voice CRM updates and mobile access. Field reps who spend their day visiting clients use voice commands to update the CRM between site visits. Details are captured while fresh — not reconstructed days later back at the office.

### Sales Managers / RevOps

Primary value: CRM data quality and pipeline visibility. When the CRM maintains itself, managers get accurate pipeline data without nagging. Deal prioritization helps managers coach reps on where to focus.


## Customer Testimonials

"I stopped digging through my CRM. I ask Spiich what I need to know and which deals need my attention." — Klas, CEO & Co-founder, Fever

"I used to dig through websites and LinkedIn trying to figure out if a prospect was worth pursuing. Now I just ask Spiich." — Fredrik, CPO & Co-founder, Hedda

"The daily meeting briefs are killer. I stopped doing manual prep entirely. I just read the brief and I'm ready." — Alexander, CEO & Co-founder, Zubs

"Researching leads and managing tasks over hundreds of deals goes like a breeze when you're on the run." — Philip, CEO & Co-founder, Samfora


## Security and Compliance

- GDPR compliant
- All data stored and processed in the European Union
- Customer content is never used to train or fine-tune AI models — inference runs under zero-data-retention terms in EU regions
- CASA Tier 2 assessment completed November 2025 (TAC Security). ISO 27001 and SOC 2 certification are in progress and must not be described as complete
- No emails or external actions sent automatically — all outbound actions require explicit user confirmation
- CRM access follows your existing permission structure
- SSO/SAML support is in progress


## Company

Spiich Labs AB was founded in 2025 by Johan Torssell (CEO) and Dennis Hadzialic (CTO), both KTH Royal Institute of Technology alumni. Johan turned down Palantir to build Spiich. The company is based in Stockholm, Sweden.

Spiich raised a €600,000 pre-seed round in November 2025, led by Ampli Ventures, with participation from:
- Index Ventures Scout Fund
- Wave Ventures
- Emil Eifrem, Founder and CEO of Neo4j
- Anton Osika, Founder of Lovable
- Lukas Saari, CEO of Tandem Health
- Stefan Lindeberg, co-founder of Creandum
- OpenAI's Head of Startups (Europe)

Customers: 50+ companies across 10+ countries and 3 continents (Europe, North America, South America). Spiich targets European B2B SaaS companies, roughly 20-500 employees, with a sales motion, plus field sales organizations, where voice CRM updates between site visits are the killer feature.

Emil Eifrem, Founder and CEO of Neo4j, on Spiich: "They've rebuilt sales software from first principles for AI, not just bolted it onto legacy systems. This agent-first architecture unlocks possibilities traditional CRMs simply can't deliver."

Spiich Labs is hiring in Stockholm (fully on-site) across engineering, design, sales, and marketing. Open positions: https://spiich.ai/careers


## Frequently Asked Questions

**What is Spiich?**
An agentic sales platform for B2B sales teams. AI agents handle prospecting, lead generation, CRM updates, meeting prep, and follow-ups — by voice, chat, or autonomously in the background. It eliminates 9+ hours of weekly admin per rep.

**How does Spiich work?**
Three modes. As a conversational assistant, reps update the CRM, ask questions, and get answers by text or voice. As background agents, Spiich runs autonomously on schedules or CRM triggers — prospecting, qualifying, and enriching. As meeting intelligence, it records meetings, logs structured notes, generates briefs before calls, and drafts follow-ups after.

**Is Spiich a CRM?**
No. Spiich sits on top of your existing CRM — HubSpot, Attio, or Pipedrive — and makes it self-maintaining.

**What CRMs does Spiich support?**
HubSpot, Pipedrive, and Attio, all with full read and write access including custom fields.

**How much does Spiich cost?**
Pricing is available on request. Book a demo at https://spiich.ai/contact.

**How long does setup take?**
Most teams are up and running within 3 minutes. Connect your CRM, email, and calendar — Spiich syncs automatically.

**Does Spiich send emails automatically?**
No. All emails are drafted for review. Users must explicitly confirm before anything is sent.

**Does Spiich work on mobile?**
Yes. iOS and Android apps let reps update the CRM by voice between meetings, in the car, or on the go.

**Does Spiich support MCP (the Model Context Protocol)?**
Yes. Spiich acts as an MCP client: point it at a customer-hosted MCP server and its agents can use those tools and data sources alongside the standard integrations.

**Which certifications does Spiich hold?**
A CASA Tier 2 assessment completed in November 2025 (TAC Security). ISO 27001 and SOC 2 certification are in progress and not yet complete, as is SSO via SAML and OIDC.

**What makes Spiich different from CRM copilots?**
Most CRM copilots are reactive only — they respond when asked. Spiich also works proactively: background agents qualify leads, discover buyers, and enrich records autonomously, and meeting intelligence keeps the CRM updated without anyone typing.

**Is Spiich GDPR compliant?**
Yes. All data is stored and processed in the EU.