Actionable Raises $10M to Scale Predictive Customer Experience Platform in the US

Paris-based customer experience technology startup Actionable has raised $10 million in funding to expand its predictive customer experience platform into the United States.

The round was led by Hi inov, with existing investor Axeleo Capital increasing its stake. The latest financing follows a €2 million pre-seed round raised in September 2024, bringing Actionable's total funding to approximately $12.3 million.

Founded in April 2024 by Nicolas Rieul and Nans Thomas, Actionable is developing a customer intelligence layer designed to help companies understand what individual customers are likely to do next - rather than relying primarily on surveys and historical transaction data.

Moving beyond customer surveys

Traditional customer satisfaction surveys typically capture feedback from only a small percentage of a company's customers.

Actionable takes a different approach by analysing raw operational and customer data, including till receipts, call-centre logs, delivery times and CRM information.

The platform transforms these datasets into a Common Customer Data Model tailored to each industry. It then scores individual customers across four areas: churn risk, satisfaction, complaint risk and likelihood of repeat purchase.

The objective is to help companies identify potential problems before they become complaints and understand which customers are most likely to respond to specific interventions.

Building industry-specific intelligence

Actionable says it spent two years developing its industry-specific data models rather than simply placing a large language model on top of a company's existing data warehouse.

The company argues that raw enterprise data often lacks the business context required for AI systems to interpret it reliably.

Its platform instead maps hundreds of tables and internal definitions into structured customer models that AI systems can use to generate more relevant insights and recommendations.

One example comes from Carrefour, where Actionable identified a relationship between customer satisfaction and waiting times at click-and-collect counters.

The company found that Net Promoter Scores began declining after six minutes and twelve seconds of waiting, enabling stores to monitor the metric and target customer experience improvements.

According to Actionable, CRM targeting based on these insights generated a sevenfold return on investment.

Predicting problems before they become complaints

Actionable has also worked with OUIGO, SNCF's low-cost rail service.

The platform forecasts individual passenger satisfaction and enables the company to take action before a negative experience develops into a complaint.

Actionable says the programme generated approximately €180,000 in additional revenue and increased NPS by 53 points among previously dissatisfied customers over a six-month period. The company also says the additional revenue covered the platform's cost within a few weeks.

Taking the platform to the US

Actionable currently provides customer mapping services covering approximately 117 million consumers and works with major companies including Carrefour, SNCF and Engie.

The company is now preparing for international expansion.

The $10 million funding will be used to hire across product, engineering and sales while expanding into the U.S. market through reseller partnerships.

Rather than immediately building a large direct sales organisation in the United States, Actionable plans to use partners to accelerate its entry into the market.

Competing in a growing customer experience market

Actionable is entering a customer experience management market that was valued at approximately $22.35 billion in 2025 and is projected to reach $84.22 billion by 2034.

Established platforms such as Qualtrics and Medallia have traditionally focused heavily on collecting and analysing customer feedback, while Actionable is positioning itself further downstream - using operational data and predictive models to recommend what businesses should do next.

The company's larger ambition is to become an intelligence layer between enterprise customer data and the teams or AI systems making decisions from it.

With its latest funding, Actionable will now test whether its predictive approach can scale beyond its French customer base and compete in the much larger U.S. market.