• Tunisia-based startup Addvocate.AI has secured a strategic investment from 216 Capital, supporting its mission to transform sales performance with AI.
• Founded in 2024 by Ridha Mami and Sofyan Chekir, Addvocate.AI addresses inefficiencies in sales pipelines by acting as a digital copilot that consolidates data and prepares teams for meetings.
• The platform offers a “Sales Performance OS” combining AI-native architecture, behavioural nudges, and actionable insights to improve productivity before, during, and after client meetings.
• With this investment, Addvocate.AI will accelerate innovation and pursue international expansion, positioning itself as a pioneer in AI-driven intelligent sales.
• Headquartered between France and Tunisia, Addvocate.AI is scaling its solution to help enterprises tackle pipeline stagnation, which affects 35–50% of sales opportunities globally.

Press release:

216 Capital announces a new strategic investment in Addvocate.AI, a Franco-Tunisian startup specialised in optimising sales performance with artificial intelligence.

With the exponential rise of artificial intelligence, the sales sector is entering a new era of smart automation. Today, having a digital copilot capable of managing and optimising every lever of sales performance is no longer a dream—it is a reality made possible by Addvocate.AI, the startup redefining intelligent sales.

Addvocate.AI, an innovative response to a structural challenge

At the origin of Addvocate.AI is the field experience of Ridha Mami, Founder and CEO, who identified a major gap in supporting sales teams. After more than fifteen years as a Sales Leader in B2B SaaS scale-ups, he kept witnessing the same scenario: countless hours wasted preparing for client meetings, compiling scattered information, and above all—seeing entire deals stall without any clear explanation, threatening business predictability. According to McKinsey, between 35% and 50% of sales opportunities stagnate in pipelines, slowing company growth. This is how Addvocate.AI was born: a copilot designed to prepare salespeople for their meetings through AI and data consolidation.

An AI-native approach to boost sales

The startup stands out thanks to:

• an AI-native architecture,
• a “Sales Performance OS” that aggregates data,
• a design centered on natural adoption by sales teams through behavioral nudges,
• actionable insights that help teams better anticipate and maximise results.

“With the support of 216 Capital, we are equipped to stay ahead, breaking through the limits of traditional CRM and delivering a solution built for impact, not for data entry.” Mami explains. 

Where Addvocate initially addressed the symptom (preparation), Nudge tackles sales performance before, during, and after meetings. With this approach, Addvocate.AI becomes a trusted partner for salespeople, making their meetings more productive, focused, and effective, while maximizing the chances of closing or quickly moving opportunities forward in the pipeline.

Toward international expansion

Based in France and Tunisia, Addvocate.AI takes a decisive step forward with this funding. From a sales preparation tool, it is becoming an integrated sales performance platform capable of addressing the challenges of modern business.“This strategic investment from 216 Capital marks a key milestone for Addvocate.AI, enabling it to accelerate innovation and international expansion, with the goal of sustainably transforming sales performance through AI-native solutions designed around sales team efficiency,” says Dhekra Khelifi, Partner at 216 Capital.

Addvocate.AI is now positioning itself as a pioneer in intelligent sales, strengthening its lead in a rapidly evolving global market.