Addvocate.AI Secures 216 Capital Backing to Revolutionise Sales with AI

Malaz Madani

Last updated 3-09-2025

3 min

Addvocate AI receives funding from 216 Capital to enhance AI-driven sales tools.

Founded by Ridha Mami, it is designed to streamline sales processes and reduce admin tasks.

Their platform, "Nudge," assists salespeople throughout the negotiation stages.

216 Capital’s investment aims to support Addvocate AI’s international growth and innovation.

Operating in France and Tunisia, they seek to pioneer smart sales performance in AI.

Big news out of the Franco-Tunisian startup scene: Addvocate.AI has just landed fresh backing from 216 Capital, a move that could set the tone for how sales teams work in the age of artificial intelligence. As someone who’s watched too many promising ventures get bogged down in endless admin, I can’t help feeling a pinch of excitement when a startup sets its sights on cutting the faff and making things genuinely more productive.

Addvocate.AI was born from the real-life headaches of Ridha Mami, who spent over 15 years leading sales at B2B SaaS companies. He saw the same pattern play out on repeat—sales people drowning in fragmented information, burning hours prepping for client meetings, and then deals stalling for no obvious reason. According to a McKinsey stat that’s a bit hard to swallow, roughly 35% to 50% of sales opportunities end up stuck in the pipeline, crowding out growth. That’s a lot of energy just spinning tyres, if you ask me.

So what has Addvocate.AI actually built? In a nutshell, it’s an AI-driven tool that acts like a digital copilot—less clunky than the usual CRM systems, if Mami is to be believed. He’s been quoted saying 216 Capital’s support will help the team stay “ahead,” pushing beyond traditional sales management and offering a solution that prioritises impact over box-ticking data input. That’s spot on, really. From what I gather, Addvocate.AI started out focused on meeting prep, but now their wider platform (nicknamed “Nudge”) aims to help salespeople before, during and after negotiations—talk about covering all the bases.

What stands out for me is how the company is evolving. With operations in both France and Tunisia, this new injection of funds isn’t just pocket money—it’s fuel for Addvocate.AI to scale up and stretch its influence across borders. Dhekra Khelifi, a partner at 216 Capital, reckons this investment marks “a key milestone” and will give Addvocate.AI the push it needs for innovation and international expansion, all while keeping the focus on sales team efficiency thanks to AI-native tools.

I’ve seen loads of startups try to take on the global market before they’ve got their own house in order, so I’d be a bit cautious… but I do admire Addvocate.AI’s ambition to become a pioneer in smart sales performance. If they manage to keep their edge and not get sidetracked with endless features nobody asked for, they might just prove the doubters wrong.

At Arageek, we’re always chuffed to bits when young ventures from the MENA region punch above their weight—because, let’s be honest, grabbing a slice of the vast AI pie is no walk in the park. If Addvocate.AI sticks to its guns and delivers on its promise to transform how sales teams work, then we could all stand to learn a thing or two about making those pipelines flow smoother. And believe it or not… sometimes that’s all it takes to go from buried opportunity to closed deal.

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