Sales automation startup Rox AI hits $1.2B valuation, sources say

Rox, a startup developing autonomous AI agents to boost sales productivity, has raised a round valuing the company at $1.2 billion, according to multiple sources.

The funding included a lead investment from returning backer General Catalyst, two of the people said. Rox AI and General Catalyst did not respond to TechCrunch’s request for comment.

At the time of the fundraise, which closed last year, RoxAI was projected to close 2025 with $8 million in annual recurring revenue (ARR), according to two people familiar with the deal.

In November 2024, Rox announced it had raised a total of $50 million, including a seed round led by Sequoia and a Series A round led by General Catalyst, with participation from GV.

Rox was founded in 2024 by former chief growth officer of New Relic, Ishan Muckherjee. Mukherjee joined New Relic following its acquisition of Pixie, an observability startup he co-founded.

The startup positions itself as an intelligent revenue operating system that plugs into a company’s current software setup—from Salesforce to Zendesk, and then deploys hundreds of AI agents. These agents monitor existing accounts, research prospects, and update the CRM. By consolidating these functions, Rox aims to replace and consolidate numerous fragmented software solutions currently used by sales teams.

“Rox’s unique system of AI agents levels up the CRM experience. These agents work constantly behind the scenes to monitor customer activity, identify potential risks and opportunities, and even suggest the best course of action,” GV investor Dave Munichiello wrote in a 2024 blog post when announcing the Series A round.

Rox’s competition spans several categories, including established revenue intelligence providers like Gong and Clari, as well as AI sales development platforms such as 11x and Artisan. Plus, there seems to be a steady stream of new AI-native, all-in-one CRM competitors joining the field, such as Sam Blond’s new startup, Monaco, launched out of stealth last month.

According to Rox’s website, the company’s customers include Ramp, MongoDB, and New Relic.