Tunisia-based startup Addvocate.AI has secured a strategic investment from 216 Capital on Monday, marking a major step in its bid to transform global sales performance with artificial intelligence.
The Franco-Tunisian company is tackling one of the sales industry’s biggest challenges, pipeline stagnation, by offering a digital copilot that prepares teams, consolidates data, and boosts productivity before, during, and after client meetings.
With this backing, Addvocate.AI is gearing up for international expansion and positioning itself as a pioneer in AI-driven sales enablement.
Addvocate.AI uses AI to transform sales performance
Addvocate.AI positions itself as a digital copilot for sales teams, addressing inefficiencies that slow down deals.
According to McKinsey, up to 50 percent of global sales opportunities stagnate in pipelines, creating huge business losses.
The startup’s platform consolidates scattered data, prepares teams for meetings, and provides insights that boost productivity before, during, and after client engagements.
At the heart of Addvocate.AI is its AI-native architecture and proprietary Sales Performance OS, designed for natural adoption by sales teams.
It combines behavioural nudges and actionable insights to guide professionals toward smarter, faster decision-making.
“We’re not just building a tool—we’re building the infrastructure for intelligent sales,” said Ridha Mami, CEO and Co-founder. “With 216 Capital’s support, we’re breaking away from the limits of traditional CRM and delivering a solution built for impact, not data entry.”
216 Capital’s backing fuels international expansion
The investment, though undisclosed in amount, will enable Addvocate.AI to accelerate innovation and expand globally, particularly across Europe and North Africa. Based in France and Tunisia, the startup is evolving from a sales preparation tool into a fully intelligent sales enablement platform.
“This strategic investment marks a key milestone for Addvocate.AI,” said Dhekra Khelifi, Partner at 216 Capital. “It will help them scale innovation and international expansion, with the goal of sustainably transforming sales performance through AI-native solutions designed around team efficiency.”
216 Capital, a Tunisia-based venture capital firm, has made notable bets in early-stage startups across Africa and the Middle East, including fintech and legal tech firms. Its move into sales AI shows a broader commitment to backing solutions that increase efficiency and scalability in business operations.
Tunisia’s role in the global AI sales market
The deal also reflects the growing momentum of Tunisia’s startup ecosystem, with AI solutions gaining international attention.
Addvocate.AI’s dual presence in Europe and North Africa positions it as a bridge between mature markets and emerging regions.
Addvocate.AI aims to become a global pioneer in intelligent sales technology by solving structural challenges like fragmented data and stalled deals.
The startup is already attracting interest from enterprises looking to replace outdated CRM processes with predictive, AI-powered tools that deliver measurable results.
As industries worldwide embrace artificial intelligence, Addvocate.AI’s rise shows how African innovation shapes the future of sales performance, proving that smarter, more efficient pipelines are key to sustainable growth.