Keyplay

Keyplay is a Seattle-based software company that helps B2B sales and marketing teams identify, model and score target accounts. The product aggregates company data and rolls it up into account scoring, operating as a companion to CRM systems and using AI lookalikes and custom fit signals to model a company's Ideal Customer Profile (ICP). Customers use the resulting prioritization for outbound sales, account-based marketing, territory planning and broader go-to-market strategy.

The company emerged from stealth in December 2022 with a subscription platform intended to replace much of the manual work sales and marketing teams perform across CRM systems, third-party data providers and spreadsheets. Data is sourced from company websites, web crawlers, public APIs and information supplied by customers, and customers can customize how signals are defined for their own business. A broader product release including free and enterprise tiers was planned for mid-2023.

In April 2026, B2B marketing automation company Inflection.io announced it had acquired Keyplay for undisclosed terms. Inflection said it would begin integrating Keyplay's account scoring and intelligence into its platform, giving its AI agents built-in knowledge of which accounts to target and why.

Founding story

Keyplay was co-founded in 2022 by CEO Adam Schoenfeld and CTO Andrew Rothbart. It was Schoenfeld's fourth software startup in Seattle, following Cheddr Media, social analytics company Simply Measured (acquired by Sprout Social in 2017) and email reply company Siftrock (bootstrapped and sold to Drift in 2018). Rothbart previously held engineering roles at Microsoft and Facebook, where he opened the London engineering office in 2012 and led the Audience Network team, and later worked at the Chan Zuckerberg Initiative on the Along app. Before Keyplay, the pair launched PeerSignal, a site publishing free datasets and market research for B2B sales and marketing professionals whose newsletter reached more than 12,000 subscribers at firms including Salesforce, Adobe and Snowflake; PeerSignal built brand awareness that served as a springboard for Keyplay and remained a separate company after Keyplay's public launch. The founding team also included founding account executive Katie Ferris, founding engineer Chris Tice, director of content Camille Trent and founding CSM Lauren Hayes.

Business model

Keyplay sold subscriptions to its account-scoring and ICP-modeling platform. At its December 2022 launch, pricing ranged from $9,000 per year for startups to $26,000 per year for growth companies, with free and enterprise offerings planned for mid-2023.

Subscription software licensing, priced per year by customer segment.

Traction

At its December 2022 launch, Keyplay reported eight customers and more than $100,000 in annual recurring revenue. Named customers later included Iterable, Ashby, Cresta, Thoropass and Mutiny. A 2026 profile listed the company at six employees. Following the acquisition, the combined Inflection.io company had 47 employees globally.

Latest developments

Inflection.io announced its acquisition of Keyplay on April 8, 2026, with terms undisclosed; the transaction closed in mid-March 2026. Adam Schoenfeld became Inflection's CMO and Andrew Rothbart joined as a senior member of the engineering team. Inflection planned to begin integrating Keyplay's account scoring and intelligence into its platform in the same quarter, while existing Keyplay customers continue on the standalone product with a path to the capabilities inside Inflection over time.