Donna raises $4.8M to cut admin work and unlock real insights from field sales teams
Donna raises $4.8M to cut admin work and unlock real insights from field sales teams
Ghent – December 3, 2025 — Donna, the proactive AI assistant, has today announced $4.8 million in new funding to accelerate international expansion and cement its position as a leader in field sales enablement. The round is led by Frontline Ventures, with participation from existing investors and a group of seasoned angel investors.
Field sales teams across industries have been underserved for decades. These field sales professionals spend most of their day on the road, yet almost every sales tool on the market was built for people behind a desk. Mobile apps are clunky, CRM compliance is low, and critical context gets lost between meetings. Donna’s mission is to bring a new era of productivity, intelligence, and ease to field sales teams. She guides them through their day with timely nudges, prepares them before each meeting, and handles all sales admin end-to-end, allowing field sales teams to stay fully focused on selling.
Bringing Agentic AI to field sales teams globally
Since launching in 2023, Donna has become a trusted global brand used by field sales teams from companies like ABB, Atlas Copco, Luminus, and Liantis and secured key partnerships with Deloitte, PwC, and Orion Global Solutions. Donna has also completed deep integrations with major CRM platforms and enterprise systems, including Salesforce, SAP, Microsoft Dynamics 365, and HubSpot. ****With 40+ languages available, teams from around the globe report clear gains: 75% less admin time, 10× higher CRM adoption, cleaner data, and up to 20% higher conversion.
“Field sales teams have been neglected for far too long,” said Nicolas Christiaen, co-CEO and co-founder of Donna. “They’re under pressure to do more with fewer resources, yet the tools designed for them have barely evolved. Donna changes that. She briefs you before every meeting, captures every detail during, and handles the admin after so field sales teams can focus entirely on their customers.”
Renowned for scaling SaaS companies across the Atlantic, Frontline sees a major shift underway in the CRM and revenue technology landscape.
"Sales reps want to spend time selling, not trawling through CRMs to keep them up to date. For field based reps, that admin burden is even heavier, with less time at the desk and fewer hands to spare for note-taking and follow-ups. Donna’s multimodal product fits how field sales really works, equipping an overlooked market with better tools so teams can focus on hitting quota." said Will Prendergast, Partner at Frontline Ventures.
Donna’s positioning is reinforced by industry veterans. Bob Stutz, CRM pioneer and former executive at SAP, Salesforce, and Microsoft, commented: “What makes Donna stand out is her ability to listen, interpret, and respond in real time during sales conversations. Instead of forcing field sales teams to toggle between CRM screens or dig for answers, which stalls prospect momentum, Donna brings the right information forward instantly with technology that bridges the gap between Al automation and genuine human interaction.”
Strengthening presence in Europe and North America
The funding will be used to deepen Donna’s product leadership and scale go-to-market operations across Europe and the United States. The company has already established a presence with teams in New York, London, and Ghent, and plans additional hires across Europe and North America.
Donna evolved from a voice-to-CRM solution into a multimodal, always-on AI assistant that anticipates field sales teams’ needs, knows their business and context, and automates daily admin like meeting notes and drafting follow-up emails in real time. Donna builds a complete “system of context” around every salesperson, helping them to work smarter, faster, and more consistently.
“At Donna, we believe B2B business will always require human-to-human interaction,” added Jonas Deprez, co-CEO and co-founder. “AI shouldn’t replace that—it should elevate it. With Donna, we already prove today that AI can be deployed with a quick time to value and at scale in real-world operations.”
With surging adoption and rapid growth fuelling global momentum, Donna is on a clear trajectory to set the standard for field sales worldwide.
About Donna
Donna is the only proactive AI assistant built for field sales who are always on the road. Donna turns commute time, customer visits, and on-the-go moments into productive selling time by capturing every interaction automatically. She helps field sales teams save up to 75% admin time while boosting CRM adoption and data quality - ultimately increasing close rates by up to 20%.
Trusted by teams across industries, from CPG to industrial manufacturers to financial services, and by global leaders like ABB, Atlas Copco, DPG Media, Luminus, and ERA Real Estate, Donna delivers a measurable impact from day one.
Founded by seasoned entrepreneurs and backed by global leaders, Donna is rewriting how sales gets done in the field.
