How He increased ARPU from $50/mo to $800/mo with one simple change

Drew D'Agostino & Greg Skloot

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Updated: November 19th, 2023

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Crystal is an adaptive selling platform that helps sales reps deliver their best possible pitch to every buyer, founded by Drew D’Agostino & Greg Skloot in the year of 2015. The company is headquartered in the United States Tennessee, and Nashville.

This platform uses a new technology called Personality AI that utilizes machine learning and artificial intelligence to predict someone’s personality using their online footprint.

It Puts siloed and complex data into one conversational interface. Crystal’s AI answers questions and gives data-based insights via voice or easy-to-read data visualizations.

The co-founder, Drew, came up with the idea for Crystal to suit his needs. He was heading up an engineering team at a software company and wanted a better way to foster work relationships.

Crystal implements the DISC personality framework to assist sales teams in better understanding their buyers’ behavior, communication, and decision-making processes. Fortune 500 companies and leading sales training organizations rely on it.

The company has announced a $7 million in funding, with the support of investors of Salesforce, HubSpot, Birchmere Ventures, and Falmouth Ventures, and has 3,000 corporate customers. The funding will further the company’s mission of making personality data more open, useful, and accessible to anyone.

Key points:

Crystal’s ARR was $4.2M in Q3 of 2022.
The business has changed from B2C to B2B and grown ARPU from $50/mo to $800/mo.
Crystal’s personality search functionality is free.
Using available information, Crystal assigns a person to one of 64 personality types.
Customers, including Accenture, Google, and Microsoft, use crystal.
Crystal also offers premium features for a monthly subscription (ranging from $19 to $49).
It allows calendar integration to help people run better meetings.