This Paris Startup Raised $10M to Predict Which Customers Will Leave

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Actionable, a Paris-based startup, raised $10M to predict which customers will leave, complain, or buy again—and why. Their AI platform gives enterprises the granularity to act.

Imagine you're running a big company. You've got millions of customers, and you're drowning in data. You know something's off—satisfaction is dipping, churn is creeping up—but you can't pinpoint why or who's about to walk. That's the exact headache Actionable, a Paris-based startup, is trying to cure. And they just raised €8.5 million (about $10 million) to do it. The round was led by Hi inov, with existing backer Axeleo Capital upping its stake. Not bad for a company founded in 2024 by Nans Thomas and Nicolas Rieul. They're not just another analytics tool; they're building the layer that tells you which customers are about to leave, complain, or buy again—and why. ### The Problem: Data Rich, Insight Poor Most enterprises are sitting on mountains of customer data. They've got CRM systems, web analytics, transaction logs, operational metrics—you name it. But according to Rieul, who spent years in general management at Criteo and chaired Alliance Digitale, the French digital industry association, it's the same story everywhere. "For fifteen years, I sat in the same Monday morning meeting: a dashboard says satisfaction or revenue is down two points, everyone around the table looks for an explanation, and nobody can say which customers to call the next day or what to decide right now," he says. "The measurement existed. The granularity a decision needs did not." That's the gap Actionable fills. They take raw tabular data from clients and automatically reconstruct the customer journey using a "Common Customer Data Model" tailored to each industry—retail, financial services, insurance, transport, energy, telecoms, automotive. It's not just about transactions; it's about operational reality: waiting times, loyalty cards, pricing software, load factors, delivery times. All the messy, real-world stuff that actually shapes customer experience. ### Why Business Context Matters Here's the thing: you can't just slap a large language model (LLM) on a data warehouse and expect magic. Thomas, former CPO at Innovorder and founder of Wino, explains: "Without business context, an AI reads raw tables very badly. The hard part is turning hundreds of tables and in-house definitions into a customer model a machine can use without getting it wrong. That is what we spent two years building, industry by industry." So Actionable doesn't just dump data into a black box. They unify, document, and enrich it with business context, creating the infrastructure AI agents need to actually reshape CRM, customer service, and customer insight. Their first agent, Actionable Intelligence, acts like a data analyst on that model. It produces analyses in hours that would take a human analyst weeks. ### What It Actually Does Actionable scores every single customer in your base—100% of them—across the entire purchase journey. Each one gets a score for churn risk, satisfaction, serious-complaint risk, and repeat purchase likelihood. And it attaches the cause. So instead of a vague dashboard, you get a prioritized list: call these 50 customers today, fix this operational bottleneck, adjust this pricing. They're already mapping the journeys of 117 million consumers for big names like Carrefour, SNCF (the French state railway), Engie, and Edenred. At OUIGO, SNCF's low-cost rail brand, they predict passenger satisfaction for each journey. That's the kind of granularity that turns data into decisions. ### The Bigger Picture Valérie Gombart, co-founder and CEO of Hi inov, puts it well: "Value is moving from collecting data to intelligence. Enterprises still pay heavily to store and to measure data, when what is missing is the layer that explains and proposes a plan of action, for teams and for AI systems alike. Actionable owns that layer on customer data, and that is an asset no enterprise outsources." In a world where every company is trying to become "data-driven," Actionable is betting that the real winners will be those who can act on data, not just collect it. With this fresh $10 million, they're scaling up to help more enterprises stop guessing and start knowing. So next time you're in that Monday morning meeting, wouldn't it be nice to have the answers before anyone asks the questions?

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