Propensity
Founded 2017 · 55 employees on LinkedIn · 4 known investors
Propensity provides account-based intent data that identifies in-market companies across a customer's total addressable market and integrates verified, GDPR-compliant signals directly into their CRM. It supports B2B marketing and sales teams in running targeted account-based marketing (ABM) and omnichannel campaigns.
Also known as Propensity.com
Founders & leadership
Propensity was founded in 2017 by Sumner Vanderhoof.
Investors · 4
Company profile
researched Aug 2026Propensity operates a contact-level marketing platform aimed at B2B growth teams, combining intent data, audience building, omnichannel campaign execution, and engagement scoring in one product. Core capabilities include account- and contact-level website de-anonymization, third-party intent data, an AI audience builder with filters for industry, role, tech stack and behavior, double-verified contact data, custom lead and account scoring, contact-level attribution tying impressions, clicks and visits to pipeline, and CRM synchronization with Salesforce and HubSpot (with support noted for other CRMs such as Zoho).
Campaigns can be activated across more than 20 channels, including the Propensity Display Network (image, native, video, audio and CTV ads), LinkedIn and Facebook ads, Google and YouTube, TikTok, Reddit, contextual advertising, geofencing around venues such as airports and events, marketing email, and direct mail. A separately positioned product, Propensity AI, is described as AI-powered lifecycle marketing that automates go-to-market execution by creating personalized campaigns, orchestrating buyer journeys, and distributing content across a customer's GTM stack. The vendor's documented workflow runs from identifying a niche in-market audience, to creating awareness through omnichannel campaigns, to tracking and scoring contact-level engagement (impressions, ad clicks, email replies, direct mail QR scans, website visits), handing warm and hot leads to BDR and prospecting teams via the CRM, and reviewing campaign outcomes with a customer success ABM specialist.
Business model
Software-as-a-service sold on subscription tiers, supplemented by a campaign-centric option. Published plans are Essential at $2,000/month, Strategic at $3,000/month, and Unlimited at $4,000/month, each with unlimited users and unlimited campaigns; higher tiers add unlimited intent data, unlimited contact data, additional ad channels, API access, a dedicated account manager, sales training and technical onboarding. The company also states a campaign-centric model including per-campaign purchase and a bundle billed monthly for up to five campaigns per year, plus a free intent data sample and free trial as entry points.
Recurring monthly subscription fees across three published price tiers ($2,000/$3,000/$4,000 per month), with alternative per-campaign and campaign-bundle purchasing options and a free intent-data sample used as an entry offer.
Traction
Company-stated performance and growth claims include placement at #70 on the Inc. 5000 list for 2026, recognition as a Challenger in the 2025 Gartner Magic Quadrant for ABM Platforms, weekly delivery of new in-market accounts, up to 5x engagement, and up to 20% opportunity creation. Customer testimonials are attributed to digital marketing, sales, GTM marketing, and VP of marketing roles.
Latest developments
The company is promoting Propensity AI, an AI-powered lifecycle marketing product for automating B2B go-to-market execution, and is scheduled to present sessions on signal-driven ABM and AI-driven GTM engines at UNBOUND 26, where co-founder Sumner Vanderhoof is a speaker. It also publicizes a #70 ranking on the 2026 Inc. 5000 list and Challenger placement in the 2025 Gartner Magic Quadrant for ABM Platforms.
▸Full profile — market position, technology, go-to-market
Market position
Positioned in the account-based marketing platform category; the company states it was named a Challenger in the 2025 Gartner Magic Quadrant for ABM Platforms and claims the #70 position on the Inc. 5000 list for 2026.
Emphasis on contact-level rather than account-only targeting and measurement: identifying individual buyers behind website visits and ad engagement, contact-based advertising, contact-level attribution, and double-verified contact data, combined with breadth of activation channels in a single platform, transparent published pricing, and a stated one-hour implementation.
Technology
The platform sources intent signals through a partnership with Bombora, described as millions of GDPR-compliant intent signals from across the web. Other technical components include first-party website visitor de-anonymization at account and contact level, data enrichment with firmographic, demographic and contact attributes, double verification of contacts, an AI audience builder, an AI playbook generator, custom lead and account scoring models, the Propensity Display Network for ad delivery, an API (available on higher tiers), and CRM integrations for Salesforce and HubSpot.
Go-to-market
Self-serve free trial and free intent data sample alongside a book-a-demo sales motion, with onboarding positioned as roughly one hour of setup and a first end-to-end ABM campaign in under 15 days. Marketing includes conference speaking (co-founder Sumner Vanderhoof at UNBOUND 26), educational sessions on signal-driven ABM and AI-driven GTM, an ABM playbook library, a customer support/knowledge base, and citation of third-party analyst recognition.
B2B marketing, demand generation, media, and sales teams, spanning enterprise through SMB. Named internal buyer groups include ABM teams, demand gen and paid media teams, and sales/BDR and prospecting teams.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsPropensity states it partners with Bombora to source millions of GDPR-compliant intent signals from across the web.
The company promotes Propensity AI, a product that uses AI to automate B2B go-to-market execution, create personalized campaigns, orchestrate buyer journeys, and deliver content across a customer's GTM tech stack.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- Propensitypropensity.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Propensity do?
- Propensity is a contact-level B2B marketing platform for running ABM, contextual, and geofencing campaigns from intent data.
- Who founded Propensity?
- Propensity was founded by Sumner Vanderhoof in 2017.
- Who are Propensity's investors?
- Propensity's investors include 2048 Ventures, Green Egg Ventures, Next Coast Ventures, Riverside Acceleration Capital.