Betting on Precision: Goodfit Co-Founder Harrison Rose on the next generation of sales

When Harrison Rose co-founded Paddle at 18, he helped turn it into one of the UK’s fastest-growing software companies by rethinking how to reach customers. A decade later, he’s betting on that same philosophy of precision with his new venture, GoodFit.

Fresh off a $13 million Series A led by Notion Capital with participation from Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures, GoodFit is building a platform designed to solve a timeless problem in sales. With their platform, they’re helping customers to find out exactly who to target, when, and why. In this conversation, he reflects on the lessons from Paddle, the rise of programmatic go-to-market, and why the future of selling will be won by teams who put clarity first.

About Goodfit

Founded in 2020 by Harrison Rose and Aleksander Bury, GoodFit.io is a data platform built to help commercial teams identify, target, and engage the right accounts with precision. Its tools for market mapping, persona definition, contact discovery, and outreach orchestration give go-to-market leaders the clarity they need to act with confidence.

Grounded in the belief that growth depends on focus, GoodFit delivers configurable, high-quality data tailored to each company’s ideal customer profile. The result is better alignment across sales and marketing, stronger pipelines, and higher conversion rates in an era where automation and AI are reshaping how teams scale.

From Paddle to Goodfit

At the age of 18, Harrison Rose co-founded Paddle with Christian Owens on the same day that he received his A Level results. And he didn’t look back.

A decade later, Paddle was pulling in more than $100 million in revenue, had joined the ranks of unicorns and had become the UK’s fastest-growing software company.

That leap didn’t happen by accident. Paddle grew fast because it played offence differently. For the first four years, the team ran entirely on outbound sales: the secret weapon? A homegrown data engine that told them exactly which companies to reach, when to reach them, and what to say.

“The success of any sales process is determined by many things, but ultimately it’s about getting in front of the right customer at the right time with the right message.”

The engine was so effective that investors sometimes wanted to talk about it more than Paddle itself. For Harrison and his longtime colleague Aleksander - who had built it together - the writing was on the wall. That engine could be a company in its own right.

Today, that company is GoodFit, and it has just closed a $13 million Series A led by Notion Capital with participation from Salica Investments, Inovia Capital, Robin Capital, Common Magic, and Andrena Ventures.

From zero to product

GoodFit’s early customers looked a lot like Paddle’s later-stage peers: big companies with established sales and marketing teams that needed sharper targeting. The product identified their qualified markets, enriched datasets with company-specific signals, and determined who to target next.

But then, the ground shifted. In the last two years, automation and AI agents have made it possible for much smaller teams to run go-to-market campaigns at enterprise scale.

Suddenly, GoodFit wasn’t just a tool for the big leagues. It was opening doors for startups, too. Harrison calls this programmatic go-to-market. “Rather than requiring loads of humans to get in front of lots of companies and contacts, you can do so really effectively now with a great dataset coupled with some of this emerging technology,” he says.

For large enterprises, the system means surfacing high-intent accounts to reps while automation handles the rest. For a smaller team, they can now reach high volumes of high-intent accounts without needing to hire a large commercial team.

“The real unlock for programmatic go-to-market has been being able to reach a high volume of people, effectively, without the army of BDRs that companies have had in the past.”

Why scale now?

Unlike Paddle, GoodFit didn’t start with venture money. It was profitable and bootstrapped. Then came 2025, and with it, offers to buy the business. The decision at this point for Harrison and his team was clear: sell, coast, or scale.

“The size of the market and the value you can get out of GoodFit has just increased exponentially… there’s a much lower barrier to entry… and there’s a much greater reliance on data,” he says.

Harrison and co-founder Aleksander chose scale, and that $13 million raise? That was the fuel that was needed to capture that moment, not a lifeline.

With this round of funding, GoodFit plans to expand access for more companies while fast-tracking capabilities that let revenue leaders drive GTM outcomes through agents.

The mission is clear: make world-class go-to-market strategy available to every business, with GoodFit as the intelligence behind it.

The data challenge

At its core, GoodFit is trying to answer a deceptively simple question: who should we sell to, and why? It’s a question that doesn’t go away, no matter how much automation floods the market. Harrison imagines a CRO asking the platform which accounts a rep should target to close a gap this quarter.

“All this stuff is possible today, but to get the answer to that question right now would take five people three weeks. With Goodfit, you could do it in 30 seconds.”

The vision stretches further: once the account is identified, GoodFit should be able to generate the campaigns, tailor the messaging, and recommend the right channel mix. Harrison calls it a “virtual colleague” - one that helps revenue leaders make better calls, faster.

Pulling that off means wrestling with a staggering data problem. GoodFit tracks 10s of millions of businesses, scrapes entire websites, and ingests every job posting it can find. All of that unstructured data has to be cleaned, stitched together, and made queryable for customers.

To do this effectively, “you have to build Google-level scraping infrastructure because you’re scraping websites all the time and tracking how they change,” he explains.

But scale alone isn’t the differentiator. Transparency is.

“Data as a black box is a thing of the past. Our customers can literally go and manually check any of the data that we supply on any company, should they wish to do so.”

Every datapoint links back to its source, building trust in a market where “fuzzy” data has long been the norm.

Building for today, aware of tomorrow

However, it’s not all about data; GoodFit is also thinking about how customers will interact with its product. Right now, revenue teams expect dashboards and filters. Tomorrow, it may be agents doing the heavy lifting in the background and spitting out results through a chat interface.

“The traditional UI and UX for how people interact with products is undergoing an incredible transformation, and none of us know what it looks like right now.”

Balancing both realities - the tools people expect today and the ones they’ll demand tomorrow - is all part of the challenge.

Leadership, round two

Where running Paddle as a first-time founder often felt like life or death, Rose says GoodFit feels more grounded. What drives him now is the chance to build with people he trusts and to create an environment where they can thrive. GoodFit’s first hires are Paddle alumni, which Rose sees as a way of giving back while shaping a culture that puts authenticity at its core.

“Creating an environment where people can bring their best whole selves to work is probably going to yield the best results.”

Authenticity and honesty, even when mistakes happen, are what he believes will keep the company resilient.

Why Robin Capital?

When Harrison went looking for investors, he wanted more than money. He wanted someone who was prepared, who understood what it means to be in the founder’s seat, and who showed up with energy.

“From the minute we met Robin, he just brought such energy, but also such conscientiousness. He’s seen both sides and is a real unique blend of operating experience. He is someone that I can trust.”

Quick Fire

Tool you can’t live without

“Todoist.”

Recharge ritual

“I’m an endurance cyclist. I live next to Regent’s Park and sometimes I’ll do a five-kilometer loop 20 times in a row and do 100km.”

Best advice you’ve ever received

“Enjoy the journey. Learn to enjoy putting out the fires.”

With the Series A funding secured, GoodFit is scaling its team as well as its product. Roles across engineering, sales, and operations will open in the months ahead.

“We’re hiring like mad, across all roles, all functions.”

For him, hiring is about more than filling seats. It’s about creating the kind of environment he wished for as a younger founder - one where people can be themselves, grow, and shape a company built to last. Check out the careers page to see if there’s something for you or someone in your network.