For B2B growth and RevOps teams, Propensity is an account-based marketing platform that de-anonymizes website visitors, runs contextual and geofencing ad campaigns, and uses AI to score and route high-intent contacts to sales.
Presence & Market Position
Tracked · below panel floor — earned mentions are accruing toward the next scored window.
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
Propensity is positioning itself as a contact-level entry into account-based marketing — geofencing, de-anonymization, and contextual ads bundled into one platform — built for growth teams too small for six-figure enterprise ABM suites and sold on speed of setup over enterprise breadth. Analyst recognition gives the clearest read on where it stands: a 2025 Gartner Magic Quadrant Challenger placement for ABM platforms and a 2026 Inc. 5000 ranking, both signs it has crossed into formal market coverage rather than pure word-of-mouth. Conversation volume in general GTM circles is still building, early in the cycle for a platform that only recently packaged its AI layer as a distinct product.
GRIN
Metadata
Factors.ai
Influ2
SeedtagMicrosoft, AWS, Ramsey, Papaya Global, Digital Science, Engine, BlueAlly, Iris, Practice Tek, ITS
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Business Profile
Propensity was founded in 2017 by Sumner and Carla Vanderhoof and is based in Exeter, New Hampshire, outside the usual coastal clusters for GTM software. The company has stayed independent and venture-backed through early-stage rounds, building toward the mid-market segment — teams of roughly 5 to 500 employees — that it positions as priced out of enterprise ABM suites. Recent traction includes a spot on the 2026 Inc. 5000 and a 2025 Gartner Magic Quadrant Challenger placement for ABM platforms, alongside SOC, GDPR, and ISO 27001 certification work that points toward larger, more compliance-conscious buyers.
Agent Readiness
Measures how easily your agents can build on it — API, MCP, CLI, SDK, docs depth. Methodology →
Propensity has built its AI layer directly into the core product rather than shipping a separate developer surface: Propensity AI generates full campaigns — audiences, messaging, creative, budget, workflow — from a single prompt, and lets teams train custom agents on their own brand guidelines and compliance rules. The product also connects into Claude, ChatGPT, and Slack for teams that want to trigger it from tools they already use. No public API or MCP surface is on file yet.
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