Firestarter.ai
AI-powered commercial team achieving business growth targets.
The founders
JM
The company
Firestarter.ai sells a subscription AI commercial team: four named AI colleagues — Milan as commercial lead, Vera on sales, Noor on content, Felix on paid ads — that plug into a company's CRM, inbox and ad accounts. Milan reviews the commercial operation, flags deviations from plan and sets weekly targets with the user; the other three are then assigned tasks, with every proposed action submitted for approval before anything runs. The listed price is €997 for the full four-colleague team.
Small commercial teams now have the integrations and model quality to let software draft pipeline outreach, content and ad campaigns — but little appetite to let it send or spend unsupervised. Firestarter.ai's answer is an explicit approval step on every action.
The company is Amsterdam-based and founded in 2026; beyond the product description, little has been published about how it came together. It is pre-funding, with no raise disclosed.
Founder Juriaan Matthijssen has previously founded Green Whale Smart Capital and Vinted Go, and has worked at StartReady, LiveWords and Red Bull. Matthijssen studied at Hanze University Groningen.
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