Tunisia-founded startup Addvocate.AI has secured a strategic investment from VC firm 216 Capital, backing its bid to reshape sales performance with artificial intelligence. The amount was undisclosed.
Founded in 2024 by Ridha Mami and Sofyan Chekir, the Franco-Tunisian company is building what it calls a “Sales Performance OS” – an AI-native platform that consolidates sales data, delivers behavioural nudges, and generates actionable insights to prepare teams for client meetings and unblock stalled deals.
Mami, who previously spent over 15 years in sales leadership roles at B2B SaaS scale-ups, said the inspiration came from seeing “countless hours wasted preparing for client meetings, compiling scattered information, and watching entire deals stall without any clear explanation.” According to McKinsey, as many as 35–50% of sales opportunities stagnate in pipelines, undermining predictability and growth.
Addvocate.AI positions itself as a digital copilot for sales teams, aiming to improve productivity before, during, and after meetings. Its approach combines AI-driven data aggregation, natural adoption through nudges, and automation to reduce risk and boost closure rates.
The startup, headquartered between France and Tunisia, plans to use the new funding to accelerate product innovation and expand internationally, with a focus on Europe and MENA.
Commenting on the deal, Dhekra Khelifi, Partner at 216 Capital, said: “This strategic investment 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.”
With this round, Addvocate.AI joins a growing wave of Tunisian startups attracting venture capital to tackle global B2B problems. The company is positioning itself as a pioneer in AI-driven intelligent sales, a segment where incumbents such as Salesforce and Gong have a head start but where regional challengers are increasingly emerging with differentiated, locally-rooted approaches.
