CS Angel Backed Reef AI Team Joins Salesforce

This next chapter reflects a belief that guided Reef from day one. Customer teams should know about risk and opportunity long before the signs are obvious.

Reef's Journey Reef started with an operator's insight. Brent Grimes spent seven years running CS at MuleSoft. His answer to improved NRR was to mine customer data from across the business and feed it into a regression model that scored every account on its likelihood to churn or grow. That stayed with the company through MuleSoft's acquisition by Salesforce.

Brent had the conviction that this approach could be productized. Alongside Corey Goff, Brent co-founded Reef in Honolulu and built a managed Data Science as a Service platform that connected to the systems customer teams already use, normalized that data into one validated, enterprise-grade dataset, and applied custom machine learning to surface churn, expansion, and cross-sell signals up to nine months in advance. Every prediction was explained and backtested, and recommendations landed directly inside Salesforce and Gainsight so CSMs could act without leaving their workflow.

CS Angel invested in Reef in August 2025, backing the team that was solving the data problem in CS that no one else wanted to touch. Most customer health scores are subjective, backward-looking, and impossible to audit. Reef made scoring predictive, explainable, and accountable to revenue.

Brent co-hosted a CS Angel lunch discussing how to prevent churn with AI models at Gainsight's Pulse Conference, Las Vegas, 2025

Reef earned the trust of top enterprises including Braze, Matterport, OneTrust, and Quorum. As customer teams began exploring AI agents, the value of Reef's approach became even clearer. Agents are only as smart as the data they are given, and Reef's clean, predictive dataset was built to fuel exactly that.

Building in Hawaiʻi

One of the things we admired most about Reef was where it was built. Brent and the team chose to grow the company in Hawaiʻi and to invest in the islands' emerging tech ecosystem, proving that world-class enterprise software does not have to come from the usual zip codes. The team is especially proud of that contribution, and so are we.

Moving Forward With Salesforce

Salesforce shares Reef's vision for predictive revenue intelligence, and it is a fitting home. Brent's original retention model was born inside a company Salesforce acquired, Reef's product lived inside Salesforce for its customers, and now, as Head of Revenue Intelligence Products, Attrition and Expansion at Salesforce, Brent will lead the very problem Reef was founded to solve.

In the team's own words, they are excited to make an impact at a significantly larger scale, grow with top talent, and keep contributing to Hawaiʻi's growing tech ecosystem.

Reef team at the TSIA World: Envision Conference October 2025

Why This Matters To Us

Great ideas deserve room to evolve. Great founders deserve partners who stand with them through every market, not just the easy ones.

We are proud of what the Reef team built. We are excited to see Brent and the team carry that mission forward at Salesforce. And we are grateful to the angels and operators who made this journey possible.

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