Rox Raises $100M at $1.3B to Take On Salesforce
General Catalyst and March Capital co-led the Series B. Rox says its sales agents run at Ramp, MongoDB and Couchbase, and it plans to grow its US commercial team fivefold next year.
TL;DR
- Rox says it raised a $100 million Series B at a $1.3 billion valuation, co-led by General Catalyst and March Capital.
- Rox sells agents that do the selling work a CRM only records, and its customer stories report results at Ramp, MongoDB, Couchbase and Bynder.
- Rox will grow its US commercial team fivefold next year to take on Agentforce, which Salesforce puts past $1.5 billion in ARR.
Rox, which builds AI agents for enterprise sales teams, has raised $100 million at a $1.3 billion valuation.
Rox told Fortune on November 11 that General Catalyst and March Capital co-led the Series B. Fortune lists Sequoia and GV as returning investors and Prosperity7 as new. Reuters lists Sequoia and Factory returning, with Databricks Ventures and Prosperity7 joining.
The round follows the $50 million Rox raised across a Sequoia-led seed and a General Catalyst-led Series A, which GV announced in November 2024. Rox's pitch is that the CRM should do the selling work it now only records. The rival it has to beat is Salesforce's Agentforce, which already sells agents inside the system Rox plugs into.
Rox's agents research accounts and prepare outreach
Rox's agents research customer accounts, recommend who to prioritize and prepare outreach, Fortune reported. Reuters describes agents that generate leads, book meetings, manage deals and expand customer accounts inside the systems a company already runs.
CEO Ishan Mukherjee sold Pixie Labs to New Relic for roughly $150 million in 2020 and became New Relic's chief growth officer. Running a public company through COVID, Mukherjee told Fortune, "I deeply understood that every business relies on Salesforce specifically and their CRM to run their business." "That was not the futureproof approach as AI was about to hit scale," Mukherjee said. Salesforce generated $41.5 billion in revenue in fiscal 2026, Fortune noted.
Rox's cofounders are Shriram Sridharan, a founding member of Amazon Aurora, former Google employee Diogo Ribeiro and Stanford AI Lab professor Christopher Ré. Mukherjee led product for Apple's Siri Knowledge Graph.
Rox reports results from single deployments
Fortune names Ramp, New Relic, Trafigura, MongoDB, Groq and America's Auto Auction among Rox's early customers. Reuters adds Puma, which appears on Rox's site as Puma Energy, the fuel distributor. Rox's customer stories report these results:
- MongoDB moved Rox from prototype to production in 45 days.
- Ramp saw a 10% to 15% increase in conversion rate.
- Couchbase reached more than 90% adoption across more than 250 reps.
- Bynder's strategic account managers who use Rox average 2.5 times more net-new closed ARR a month.
Rox says ARR grew more than tenfold
Rox gives no ARR figure. It told Fortune that ARR "grew more than tenfold since its first year after launch." Reuters reported the claim as more than tenfold in Rox's first year in the market.
Citing unnamed sources, TechCrunch reported in March that Rox was projected to end 2025 with about $8 million in ARR. It also reported that a round with a lead investment from General Catalyst, at a $1.2 billion valuation, had closed in 2025. Rox didn't comment then, and the Series B announced now may be that round with an amount attached.
Rox plans a fivefold commercial hiring push
Rox told Reuters it will use the funds to advance its AI research, develop custom models and expand its enterprise customer base across healthcare, industrial, financial services, energy and technology. It told Fortune it plans to grow its US sales, marketing and commercial team fivefold next year.
General Catalyst partner Marc Bhargava said the firm invested in 2024, before Rox had a product or revenue. "For a long time there's been a graveyard of companies that said 'I'm taking on ServiceNow or Workday. I'm taking on Salesforce,'" Bhargava told Fortune. "But AI is a moment in time to displace many of them."
Agentforce got there first, at scale
Salesforce said in its second-quarter results on August 26 that Agentforce ARR exceeded $1.5 billion, up more than 240% from a year earlier. That figure spans every Agentforce product, from sales to service, and since that quarter it also counts Slackbot and Headless 360. Salesforce has also agreed to buy sales-agent startups Qualified and Momentum, and HubSpot bought Warmly, according to Contrary Research.
Salesforce already sells agents inside the system of record that Rox sits on, and Rox still integrates with it. Contrary states the burden on Rox: it has to show "that an agent working across systems delivers enough additional return" to earn a separate purchase.
On scale, Salesforce leads. Rox's answer is reach across systems. It integrates with Salesforce, Zendesk and ERPs at once, which Contrary says lets it sell to enterprises whose sales data spans several vendors.
Rox has to win budget that Agentforce already holds
The contest reaches every agent vendor selling into a Salesforce account, because Agentforce comes from the vendor that also sells the seats. A buyer already paying for Agentforce can weigh what those agents deliver against Rox's customer results. Agentforce reports more than $1.5 billion in ARR, and Rox hasn't published an ARR figure.
I deeply understood that every business relies on Salesforce specifically and their CRM to run their business. That was not the futureproof approach as AI was about to hit scale.
Rox's fivefold US hiring plan for 2027 and Agentforce's next reported ARR, past $1.5 billion by August 2026, will show who is winning the sales-agent budget.
