Our Investment in Propensity

Riverside Acceleration Capital (RAC) is thrilled to announce our recent investment in Propensity, a New Hampshire-based innovator in omnichannel account-based marketing (ABM) software solutions.

Marketing, sales, and revenue operations (RevOps) teams face a persistent challenge: engaging the right buyers at the right time with precision messaging across multiple channels. While many ABM platforms promise results, they can often fall short by offering broad account-level insights, leaving sales teams guessing and campaigns underperforming.

Founded in 2017, Propensity was built to help re-shape that narrative. Their platform features contact-level attribution, empowering teams with visibility into who is engaging and why, which can shift ABM from a guessing game into a predictable, repeatable revenue engine. With omnichannel reach and a 95%+ average match rate, Propensity users can plan and trigger campaigns across 15+ channels, including LinkedIn, Meta, programmatic display, email, direct mail, and even CTV, allowing teams to align outreach with buying stages and personalize experiences, at scale. Propensity’s Audience Builder ingests first-party customer relationship management (CRM) data and layers in firmographic, behavioral, and third-party intent signals, which can help campaigns reach high-fit accounts and decision-makers. The platform also offers integrations with Salesforce and HubSpot to help facilitate automated lead routing, real-time sales alerts, and AI-driven “next-best actions” for sales reps. Propensity’s built-in dashboards provide multi-touch attribution, pipeline influence metrics, and ROI tracking, helping teams prove impact and optimize their campaigns continuously. Their multi-tier product offers solutions for teams and agencies of many sizes.

We believe Propensity’s focus on precision, coupled with their omnichannel reach and customer-centric design, positions them as a category leader in ABM. Their commitment to product automation, acting with intention, and extracting granular insights aligns well with RAC’s mission to back companies, which seek to drive measurable impact for their customers.

To learn more about Propensity, visit www.propensity.com or explore their YouTube channel for product demos and best practices.