Sparkbase, an AI-driven sales automation startup based in Amsterdam, has been acquired by Tim Hoefnagel and Jonathan de Zoete, the founders of Squeezely—now operating as Spotler Activate. The acquisition comes just four months after Sparkbase launched its first product, the AI sales assistant Cara. Developed to lighten the manual workload of sales professionals, Cara automates prospecting and communication tasks by collecting and processing publicly available data from various online sources. The transaction details were not fully disclosed, beyond a fixed payment and an earn-out clause that follows performance-based metrics.
Earlier reports highlighted Sparkbase’s initial funding and swift client onboarding, but lacked details on long-term ownership and scaling strategies. The current acquisition reveals a clearer roadmap for growth, with a shift from startup validation to structured expansion across multiple European regions. The involvement of previous investors from Quantum Leap Capital, who were also clients of the buyers’ former company, adds a new layer of continuity between both ventures.
How does Sparkbase’s AI tool support sales professionals?
Cara, the AI product developed by Sparkbase, assists with lead generation and personalized outreach by gathering and analyzing information from websites, social platforms, and news content. The system is designed to produce tailored email messages and suggest appropriate contacts, reducing the manual effort sales teams typically face. Companies such as Revolut, BCG, and HelloPrint have already adopted the system, which is offered under a subscription model ranging from under $2,000 to nearly $5,500 annually.
Sparkbase was founded in 2023 by Jan De Wulf and Klaas Foppen. De Wulf brought experience from companies like Google (NASDAQ:GOOGL) and Red Bull, while Foppen had a technical background with roles in startups like Harver and Podvine. Their combined expertise allowed Sparkbase to quickly develop and launch its service, gaining over 450 business clients in a brief period.
What are the new owners planning for Sparkbase’s future?
Tim Hoefnagel and Jonathan de Zoete, who previously sold their data platform Squeezely in 2021, now plan to scale Sparkbase across Europe.
“We see many sales and recruitment professionals who need better tools for lead generation,”
said Hoefnagel, now Sparkbase’s CEO. They aim to build an organization of 30 to 50 employees and target markets in the UK, Nordics, and France.
The new leadership will prioritize product usability and integration with existing sales and HR tools to ensure adoption.
“The challenge lies in maintaining focus on what the product does best—qualifying leads through AI,”
Hoefnagel added. Drawing from their previous expansion efforts, the team acknowledges regional differences in systems and customer behavior that require tailored go-to-market strategies.
The acquisition stemmed from investor networks, with both buyers and sellers connected through Quantum Leap Capital’s Mike de Boer and André Grimbergen.
“So the circle is complete. Everyone immediately had a ‘let’s go’ feeling,”
said De Wulf, describing the agreement process. The transaction was not finalized with the first offer but concluded after negotiation.
While De Wulf and Foppen will temporarily assist with the transition, they plan to exit the company eventually. De Wulf, having completed his first entrepreneurial cycle, intends to take a break before considering new ventures. He mentioned ongoing interest from several parties and the likelihood of pursuing more projects in AI and technology.
The acquisition of Sparkbase signals a strategic move to consolidate AI capabilities within sales operations, particularly in European markets where regulatory and cultural differences require localized solutions. Unlike many startups that struggle to monetize early traction, Sparkbase quickly converted product development into commercial outcomes, attracting interest from both investors and buyers. As the new owners navigate expansion, their ability to retain current clients while scaling will be critical. For professionals in sales and recruitment, tools like Cara show how AI can relieve repetitive tasks and reallocate time to higher-value activities. The move also reflects growing investor confidence in lean startups with clear initial traction, especially in vertical-specific AI applications.
