Warmly,

Overview

Warmly spent six years learning which parts of a sales signal customers would want, which parts a budget holder would buy, and which parts could support a company. The founders began in late 2019 with a co-founder matching app. They moved through digital business cards, job-change alerts, relationship intelligence, Zoom name tags, website visitor identification, and finally a system that joined buyer data to automated email, LinkedIn, and chat. HubSpot acquired Warmly in 2026 after the company passed 400 customers; Techstars reported that about 70% of them already used HubSpot as their main CRM.^[1][2][3]

The exit validates two ideas and exposes the tension between them. Person-level context can make B2B outreach more timely and specific. The platform that already owns customer records, permissions, and seller workflow has a structural advantage in turning that context into action. Warmly built valuable signal and agent layers, then joined the system of record where most of its customers already worked.

Warmly announced a definitive agreement with HubSpot on June 30, 2026. HubSpot now describes the transaction as completed and Greenwald as a Product Director on Sales Hub; Techstars also treats it as an acquisition. The price and exact legal closing date were not made public. Warmly said customer contracts, pricing, account teams, product access, and integrations would continue at announcement.^[4][5][3]

Founding Story

Max Greenwald met Carina Boo and Val Yermakova at Google. Greenwald was a product manager, Boo an engineering manager, and Yermakova a designer. Greenwald and Boo had worked together on a Google Maps April Fools project. Alan Zhao, a former trading analyst who learned software development through self-study and Hack Reactor, joined after meeting Greenwald through an On Deck hackathon. Contemporary reporting called all four co-founders; Warmly's current YC profile lists Greenwald, Boo, and Zhao.^[1][6][7][8]

They left Google without a durable product idea. The first attempt matched prospective co-founders. “It was Tinder for co-founders,” Greenwald later said. “It was a terrible idea. It didn't make any money. No users wanted to use it.” Advice to find people who would pay for connections led them toward business relationships and, eventually, sales.^[9]

The team entered Techstars Boulder in early 2020, after an initial YC rejection, with PushPull Cards: a digital business card and community-matching product. People used it, but monetization failed. A job-change monitoring concept called TrackAdvocates followed. It connected to Salesforce or HubSpot and alerted a vendor when a former customer champion joined another company. That had paying budget holders but could not grow into a large system on its own. YC admitted Warmly on its second application for Summer 2020.^[1][2]

Timeline

• Late 2019: Greenwald, Boo, Yermakova, and Zhao began working together. A co-founder matching product failed its demand and payment tests.^[1][2]
• 2020: The team joined Techstars, tried PushPull Cards, moved to TrackAdvocates, entered YC's Summer batch, raised a $2.1 million seed round led by NFX, and reported more than 30 early customers.^[1]
• 2021: Rapport by Warmly mapped professional relationships. Greenwald later characterized it as broadly wanted but hard to sell.^[2]
• 2022: Nametags added professional context inside video meetings. An enterprise version finally joined user value, budget ownership, and room to grow.^[2]
• 2023: Website visitor identification and chat reached $1 million ARR. An $11 million Series A in October financed the move toward revenue orchestration.^[2][10]
• 2024: Warmly bought sales-intelligence company Immagnify, added its signal data, and expanded automated outreach. The company reported $3 million ARR and more than 300 customers.^[10][11]
• 2025: A $6 million extension led by RTP Global brought capital announced across the Series A rounds to $17 million. Greenwald described Warmly as moving from a feature to a product and then a platform.^[10][2]
• 2026: Warmly expanded upstream with a Total Addressable Market agent, then HubSpot acquired the company. Techstars reported more than 400 customers and said Greenwald joined HubSpot's product organization.^[12][3]