Developers often dislike pushy marketing, preferring to discuss tools and technologies on forums like Reddit, Hacker News, and Stack Overflow. Israeli startup Onfire aims to bridge that gap by using AI to help companies identify genuine buying intent in those conversations.
The company announced $20 million in funding, including a $14 million Series A co-led by Grove Ventures and TLV Partners, with participation from IN Venture and LeumiTech77. Onfire’s platform monitors public discussions, identifies the companies behind commenters, and pinpoints decision-makers to help sales teams reach out at the right time.
Founded by Tal Peretz, Shahar Shavit, and Nitzan Hada, all alumni of Israel’s elite Unit 8200, Onfire says it has helped clients close over $50 million in deals since launching its beta. Early customers include ActiveFence, Aiven, Cyera, and Spectro Cloud.
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CEO Tal Peretz emphasized Onfire’s “data-first” approach, explaining that AI tools are only effective when grounded in high-quality contextual data. The company plans to use the new funding to expand its AI, R&D, and U.S. sales teams, positioning itself as a powerful ally for software infrastructure companies seeking smarter go-to-market strategies.
