Actionable raises $10M to predict customer behaviour before it becomes a problem

Actionable (Paris) has raised $10 million (€8.6 million) led by Hi inov, with Axeleo Capital — the company's investor from its €2 million pre-seed in September 2024 — increasing its stake. Founded in April 2024 by Nicolas Rieul and Nans Thomas as co-CEOs, the company has moved from pre-seed to a nine-figure-dollar round in two years, on the back of 16 enterprise clients and 117 million consumer journeys mapped.

Rieul was previously General Manager France at Criteo, the ad-tech company whose entire business model rests on predicting consumer intent at scale. That background is not incidental: Actionable's platform is built on a version of the same premise applied to the post-purchase customer relationship rather than the pre-click one. The difference is that Criteo works on probabilistic signals across anonymous cookies; Actionable works on identified customers whose full transactional and behavioural history sits inside an enterprise's own systems.

The architecture

Actionable's core product is a semantic layer — an industry-specific data model that translates a company's raw customer records (purchases, service calls, complaints, NPS responses, returns, loyalty interactions) into a unified customer journey, regardless of which CRM, ERP, or data warehouse those records live in. That layer is the proprietary asset: it takes significant time to calibrate for each industry vertical, and once calibrated, it cannot easily be replicated by a horizontal tool.

On top of that layer, the platform runs a daily scoring pass against every active customer relationship. Four scores are produced per customer: churn probability, satisfaction level, likelihood of a serious complaint, and repurchase score. Each score comes with a causal explanation — not just "this customer is likely to churn" but "this customer is likely to churn because their last two service contacts were unresolved and their average order value has dropped 30% over 90 days." The distinction matters for the enterprise buyer: a score without a cause cannot be acted on by a frontline team.

Named clients at announcement include Carrefour, SNCF OUIGO, Engie, and Edenred — a breadth that spans retail, transport, energy, and employee benefits, and suggests the semantic layer has been adapted for at least four distinct industry verticals. The company reports 117 million consumer journeys mapped to date across those deployments.

The round and what follows

The round is unstated in terms of stage by all sources — a notable omission for a company that raised a labelled pre-seed two years ago and has since scaled to enterprise-grade clients. Whether this is a Series A or a late pre-seed extension is not something the company or its investors have specified, and ProYarn will not characterise it beyond what the sources confirm.

Hi inov, the venture capital arm of Bpifrance subsidiary Hi Paris, focuses on deeptech and AI with a pronounced French market orientation. Its involvement signals institutional support for the US expansion thesis that Actionable is now pursuing. Axeleo Capital, a B2B software specialist with enterprise SaaS as a core focus, has backed the company since inception — its re-participation alongside new money is the clearest signal of investor confidence in the numbers.

Use of funds splits three ways: building out a direct sales team in the US, constructing a reseller and partner network (which keeps the go-to-market capital-efficient relative to direct headcount), and hiring across product and engineering to extend the semantic layer into new verticals. The company is not making an either/or bet between direct and indirect sales — which is the right answer structurally but requires discipline to execute without diluting either motion.