Building tools that last

Our story

We've worked together for 25 years across multiple ventures, including SmartyGrants and ProForma/ThinkTilt (acquired by Atlassian in 2021). Before and after the acquisition, we spent years inside Atlassian working across product, engineering, sales, support, channel, and the marketplace ecosystem.

That mix of building, scaling, and operating enterprise software is what shaped Accoil. We've been on both sides of the table — as founders trying to understand customer health, and as operators inside fast-growing product teams seeing how hard that really is.

We don't chase quick wins. We build things meant to last.

Why we built Accoil

At ProForma, a customer would churn and we'd find out afterwards. The warning signs were always there — usage drops, activation slipping, behaviour changes — but buried across analytics tools and spreadsheets.

We tried the usual platforms. They showed what happened, but not who it mattered for or what to do next. Most were built for B2C, not for B2B accounts with multiple users, sales cycles, onboarding phases, and renewal risks.

So we built Accoil to bridge that gap.

Accoil focuses on the questions that actually matter to post-sales and go-to-market teams:

• Which accounts are slipping — and why?
• Which are ready to grow?
• Who is stuck in onboarding?
• What behaviour really drives retention for your product?
• What changed this week that your team should act on?

Clear signals, not detective work.

How that shapes what we build

Our experience shapes the product in very specific ways:

• Account-level clarity — Engagement scores, activation insights, and signals designed for how B2B teams really work.
• Action over dashboards — Guidance your CS, product, support, sales, and marketing teams can actually use — not more charts to interpret.
• Predictable, fair pricing — Monthly Active Accounts (MAA), not event counting or MAU penalties.
• Opinionated, privacy-aware design — We reduce noise, simplify the work, and keep your customers' data protected by default.

These principles come from lived experience, not theory.

Our commitment to customers

Analytics tools come and go — we've watched that cycle for years. We built Accoil to be different.

• We ship consistently.
• We stay independent and product-focused.
• We respond directly to real customer needs.

We're not here for a pivot.

We're here to give you a long-term home for product insights and customer engagement data.