Yann Sarfati

Yann Sarfati co-founded Userled, a London-based marketing software company, with Tristan Saunders and is its chief executive. Userled.io Ltd was incorporated in September 2022. Both founders previously worked at Revive, and Sarfati had been a sales lead at Salesforce and incident.io. “I spent five years watching sales teams drown in generic outreach,” he writes on Userled’s careers page.

Account-based marketing without the queue

Account-based marketing (ABM) targets a defined list of companies with campaigns built for each one. It tends to stall at execution: every personalized page or ad needs a brief, a designer, a writer and a round of revisions. Userled automates that production work, generating one-to-one LinkedIn ads, personalized landing pages and sales microsites from a company’s own brand, content and customer relationship management (CRM) data.

In August 2024 Userled raised a £4m pre-seed round led by LocalGlobe, with Dig Ventures and angel investors including Tessian founder Tim Sadler and incident.io chief executive Stephen Whitworth.

A year of shipping

Userled was ranked 11th in the Startups 100 for 2026, up from 44th a year earlier. In the first half of 2026 it shipped what it called its largest wave of releases since launch: AI agents that turn a plain-language brief into a campaign, coverage from one-to-one to one-to-many campaigns over LinkedIn and email, contact-level LinkedIn personalization, a sales plugin and a Model Context Protocol (MCP) server that lets AI assistants query live Userled data. The company says a team of three can now cover the ground that used to take a team of 10.

It has since introduced Userled 2.0, built around four agents for campaigns, content, bidding and insights, and lists Datadog, Canva, Stripe, Ramp and Salesloft among its customers. Its careers page puts the team at about 30 people.

Why it matters to UK buyers

For B2B technology vendors, including those that sell through resellers and partners, ABM has usually been limited to a handful of top accounts because the content is expensive to make. Userled moves the constraint from production to targeting, which lets a small marketing team run personalized campaigns across a whole target list. It connects to Salesforce, HubSpot, Marketo, 6sense, Demandbase, Outreach and Salesloft, and runs a partner program.

Sarfati has built a 30-person London company whose customers include Datadog and Canva, and its 2026 agent releases make a credible case that ABM no longer needs a large team to run.