Pipedrive acquires Outfunnel

“Mostly relief and joy, a slice of pride, but also side tastes of regret and even fear,” says Andrus Purde about his ‘cocktail of emotions’ upon closing the deal to sell Outfunnel to Pipedrive. “I added the last signature to the last document to be signed, went for a quick swim, and had cheap celebratory prosecco with my sister.”

Purde, Markus Leming and Andris Reinman, founded the sales and marketing workflow platform in 2018, and the acquisition provides somewhat of a ‘second coming’ for Purde, having been Head of Marketing at Pipedrive in a life before Outfunnel.

“My immediate future is joining Pipedrive as a consultant to help integrate the team and the product into Pipedrive. We’re currently helping hundreds of companies connect sales and marketing data with our technology; this could quickly change to helping tens of thousands of companies as part of Pipedrive. Once this is done, I’ll probably have cheap celebratory prosecco and go for a quick swim,” he tells Fomo.Observer. 

In the pipeline

It’s likely that Pipedrive, the CRM platform for SMEs, needs no introduction. Founded by Timo Rein, Urmas Purde, Ragnar Sass, Martin Henk, and Martin Tajur, it’s one of Estonia’s unicorns. It got the horn in 2020 and has produced many of Estonia’s founders including Martin Kõiva and Kair Käsper, founders of Klaus, and Ott Ilves and Carl Rannaberg founders of Display.dev. 

“A CRM that doesn’t connect with your marketing tools is only solving half the problem,” said Paulo Cunha, CEO of Pipedrive. “Outfunnel had already solved the hardest part: keeping sales and marketing data synchronised in real time. But it remained a separate app that customers had to discover, set up, and manage. For small businesses, every additional tool adds complexity. By bringing Outfunnel directly into Pipedrive, we’re removing that burden and making connected sales and marketing a seamless part of the core experience.”

Outfunnel will keep operating during a transition period, with no disruption to existing customers. Pipedrive plans to rebuild the platform’s core capabilities natively over the coming months. No figures of the deal have been disclosed.

Outfunnel previously raised a $2.4 million pre-seed round led by SquareOne VC and byFounders, with participation from United Angels, Spring Capital and Lemonade Stand and a smorgasbord of angel investors including Markus Villig, Martin Villig, Robin Daniels, Sten Tamkivi, Rytis Lauris, Taavi Kotka and Pipedrive co-founders Timo Rein and Ragnar Sass.