Ghent-based Donna, the developer of a proactive AI assistant for field sales teams, has today announced €4.1 million ($4.8 million) in new funding to accelerate international expansion.
The round is led by Frontline Ventures, with participation from existing investors and a group of seasoned angel investors.
“Field sales teams have been neglected for far too long,” says Nicolas Christiaen, co-CEO and co-founder of Donna. “They’re under pressure to do more with fewer resources, yet the tools designed for them have barely evolved. Donna changes that. She briefs you before every meeting, captures every detail during, and handles the admin after so field sales teams can focus entirely on their customers.”
In 2025, several European startups operating in adjacent areas of AI-driven sales and CRM tooling secured new funding, providing context for Donna’s €4.1 million round.
Sweden’s Spiich Labs raised €600k to develop an agent-first AI assistant that automates CRM admin for B2B sales teams, while Spain saw fresh activity through Genesy AI, which secured about €5.45 million for its AI-powered lead-generation platform.
At the infrastructure end of the market, the UK’s Attio closed a €44 million Series B to scale its AI-native CRM platform.
Together, these funding events amount to approximately €50 million flowing into AI-enabled sales and CRM solutions this year, signalling strong momentum across the sector.
Within this landscape, Donna’s focus on field-sales automation distinguishes it from both early-stage generalist assistants and broader CRM platforms, marking its raise as a significant addition to a maturing market where specialisation and real-world operational integration are becoming increasingly important.
EU-Startups first reported on the startup in mid-2024, when Donna raised €1.5 million to build its AI assistant for on-the-go sales reps. In 2025, Donna appeared again in a sector overview, included among 10 European AI-driven sales startups for its contribution to modernising field-sales workflows. The company was also highlighted in a country-level roundup as one of Belgium’s most promising startups in 2025.
“Sales reps want to spend time selling, not trawling through CRMs to keep them up to date. For field based reps, that admin burden is even heavier, with less time at the desk and fewer hands to spare for note-taking and follow-ups. Donna’s multimodal product fits how field sales really works, equipping an overlooked market with better tools so teams can focus on hitting quota,” adds Will Prendergast, Partner at Frontline Ventures.
Launched in 2023, Donna is an AI assistant built for field sales who are always on the road. Donna turns commute time, customer visits, and on-the-go moments into productive selling time by capturing every interaction automatically. The AI helps field sales teams reportedly save up to 75% admin time while boosting CRM adoption and data quality – ultimately increasing close rates by up to 20%.
Donna evolved from a voice-to-CRM solution into a multimodal, always-on AI assistant that allegedly anticipates field sales teams’ needs, knows their business and context, and automates daily admin like meeting notes and drafting follow-up emails in real time.
Donna claims to build a complete ‘system of context’ around every salesperson, helping them to work smarter, faster, and more consistently.
The company believes that field sales teams across industries have been underserved for decades. These field sales professionals spend most of their day on the road, yet almost every sales tool on the market was built for people behind a desk.
Mobile apps are clunky, CRM compliance is low, and critical context gets lost between meetings.
Since launch, Donna has become a trusted global brand used by field sales teams from companies like ABB, Atlas Copco, Luminus, and Liantis and secured key partnerships with Deloitte, PwC, and Orion Global Solutions.
Donna has also completed integrations with major CRM platforms and enterprise systems, including Salesforce, SAP, Microsoft Dynamics 365, and HubSpot.
Bob Stutz, CRM pioneer and former executive at SAP, Salesforce, and Microsoft, comments: “What makes Donna stand out is her ability to listen, interpret, and respond in real time during sales conversations. Instead of forcing field sales teams to toggle between CRM screens or dig for answers, which stalls prospect momentum, Donna brings the right information forward instantly with technology that bridges the gap between Al automation and genuine human interaction.”
This new funding will be used to deepen Donna’s product leadership and scale go-to-market operations across Europe and the United States. The company has already established a presence with teams in New York, London, and Ghent, and plans additional hires across Europe and North America.
“At Donna, we believe B2B business will always require human-to-human interaction,” adds Jonas Deprez, co-CEO and co-founder. “AI shouldn’t replace that – it should elevate it. With Donna, we already prove today that AI can be deployed with a quick time to value and at scale in real-world operations.”
Read the orginal article: https://www.eu-startups.com/2025/12/belgiums-donna-secures-e4-1-million-to-scale-its-ai-assistant-for-field-sales-teams/
