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CS Angel backs Reef AI to improve revenue retention through data science-as-a-service
- Bhumika Arora
- 14 hours ago
- 4 min read
Updated: 2 hours ago
CS Angel is proud to announce our investment in Reef.ai, a breakthrough Data Science as‑a‑Service (DSaaS) platform designed to put ethical, actionable artificial intelligence directly in the hands of CS leaders! Reef identifies early churn to improve retention along with signals for upsell and cross-sell targeting.
I am Bhumika Arora, CS Consultant and Founder at Ruffday Services. After being introduced to Reef at a CS Angel demo day, I became an angel investor. Why? Because, Reef is solving a key problem in CS that no one else wants to touch - the data-related challenge. Reef’s team have the humility and scar-tissue of having experienced the pain themselves, including the Founder and CEO, Brent Grimes who previously led CS at MuleSoft (acquired by Salesforce.com). They’re addressing a critical pain point, backed by strong networks and a cohesive team. Read on to learn more about Reef and why we invested...
Why we invested
Modern CS teams face rising pressure to deliver insights, automate workflows, and deepen engagement without sacrificing trust or transparency. Reef is empowering CS teams to do this with a managed, AI‑powered Data Science‑as‑a‑Service solution that:
Unifies Fragmented Data: Seamlessly connects to tools like Salesforce, product analytics, support, and marketing platforms to aggregate and normalize customer data - solving one of the biggest pain points in CS: fragmented, siloed information.
Delivers Predictive, Outcome-Based Insights: Reef applies custom machine learning models to forecast churn risk, uncover growth opportunities, and predict consumption patterns tailored to each organization’s unique data.
Turns Data Into Actionable Intelligence in your current Systems: Recommendations and alerts are delivered directly into existing workflows, enabling teams to act before risks materialize and seize upsell opportunities earlier.
Ensures Transparency & ROI: Users can see how models make predictions, track which factors influence outcomes, and measure the incremental revenue impact of each action taken.
Scales Beyond CS: While focused on retention and growth, Reef’s data foundation supports broader go‑to‑market teams (sales, renewals, marketing), without the need for extra infrastructure.
With strong data infrastructure at its core and a team committed to ethical AI, Reef gives CS organizations a proactive, revenue‑driving intelligence layer they’ve never had before. Recent reports have exposed the high failure rates of generative AI projects. Reef alleviates this risk, with a proven ability to create unique and predictable paths to revenue generation.
Reef's recent Momentum
Reef’s momentum has increased significantly since we first engaged. In addition to hundreds of thousands in ARR growth, they are in the final stages of formalizing a partnership with a top-tier Sand Hill Road VC with hundreds of portcos where they will be not only recommended but subsidized across the portfolio. The first 5 portco implementations are expected to begin within the next quarter. This VC is a top candidate to lead Reef’s upcoming Series A. In addition, Reef just closed a new investor who wrote a 7-figure check to get a seat at the table for an opportunity to lead the Series A.
What the angels are saying...
Don't just take my word on Reef. Check out what other angels have to say!
Ciarán Goldsmith, Senior Director Enterprise Sales Ops at Nemetschek Group, saw a real-world use case:
“I saw a clear opportunity to disrupt a large, traditional market with meaningful innovation in a space that hasn’t seen it in years. What stood out most to me was the deep founder expertise, clarity of vision, and their real-world understanding of the problem space. With a massive addressable market, a scalable solution, and an exceptional team with the drive to execute, I’m confident this investment will succeed.”
Ofir Bitron, COO at Wenrix, was impressed by both traction and potential:
“Reef.ai already has impressive growth and a strong customer base, supported by a solid product and roadmap. The founders are strong operators tackling a big addressable market and its known pain point that, until now, simply didn’t have a good solution.”
Michelle Novak, Principal CS at Orita, experienced the challenge firsthand:
“Their logo caught my attention in October 2024, and after an initial conversation, I was intrigued. Reef was solving a problem I knew was a common challenge that every CS organization must address - predicting churn. This has never been scientific and is usually based on assumed sentiment. By the time most teams spot the risk, it’s too late. Reef provides the long-term view into risk and gives CS and GTM orgs the ability to get ahead of churn, especially with its simple interface that’s built into Salesforce.”
Gemma Cipriani-Espineira, Head of Digital Success at Atlassian and Founder at CS Angel, noted the vital challenge Reef solves for CSMs and their leaders:
“The days of using a customer health score slide to recommend actions for CSMs to drive retention are far behind us. Reef makes it easy for CS leaders to act on insights proactively with true ML-based long range risk prediction signals that can be activated via systems CSMs live in such as Salesforce.com and Gainsight. What would typically be a point in time project by data-science turns into an always on, unique probability based retention system through Reef AI.”
Paying It Forward with AI Innovation
CS Angel is dedicated to helping CS professionals unlock value and opportunity, with support that goes beyond capital. Backing Reef.ai allows us to:
Accelerate access to trustworthy, easy-to-adopt AI for all CS teams
Bridge the gap between technical promise and practical results
Foster a culture of sustainable customer-led growth powered by actionable intelligence
The Impact We Hope to Make
By investing in Reef, CS Angel is championing a future where businesses can benefit from ethical AI. Our goal: help Reef reach new markets, deepen their research, and amplify the positive impact of CS everywhere.
We believe that real change happens when innovation is paired with purpose. Join us in supporting leaders who are not only transforming technology, but redefining what it means to succeed together.
To learn more, schedule a demo using this link https://bit.ly/reefcsangel
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