Hey Product Hunt 👋 Dave here. This is my third company and Alex's (my co-founder) second. Previously built Love Mondays, acquired by Glassdoor; and after that, Openvolt). Firmbase came out of a problem we kept hitting ourselves. We'd have a product we believed in, and then we'd sit down to figure out who our actual customers were and the existing tools made it weirdly hard. Sales Navigator, Apollo, Cognism: all built around dropdown menus. You pick an industry, a headcount range, a country, and you cross your fingers that your ICP fits the boxes. Most of the time it doesn't. "Fintech" isn't a SIC code. "Shopify agencies growing headcount" isn't a filter. "PE-backed B2B SaaS doing outbound" isn't a dropdown. We wanted to describe our ICP in plain English and get the list back. So we built that. A few things make it work: -- It's built on Companies House, the UK's statutory register of 5.5M companies. We've ingested all the financial filings (revenue, headcount, growth), mapped every company to its website and LinkedIn, scraped the sites, and run them through LLMs so we have a real natural-language understanding of what each company actually does. So you're not searching SIC codes, you're searching the way you'd describe a company to a colleague. -- When your ICP has criteria that aren't already in our database (something niche or specific to your product), we generate a shortlist from what we have, then deploy AI research agents to enrich and verify against your custom criteria. Stuff that would have taken you days of manual research happens in minutes. For UK B2B founders and early sales hires, this is the tool we wish we'd had at the start of every company we've built. We'd genuinely love your feedback — what works, what doesn't, what's missing. Dave + Alex

Firmbase: Claude for UK B2B prospecting

Describe your ideal UK B2B customer. Get the list instantly.

Describe your ideal UK B2B customer. Get the list instantly.