Crux Analytics raises €1.9M to help banks win and retain small business customers

What happened

US-based Crux Analytics was founded in 2023 by British brothers Jacob and Nathan Bennett, driven by Jacob's firsthand experience of the challenges small businesses face when seeking banking support. Crux replaces the traditional sales enablement stack with a sales execution engine, allowing employees to spend more time closing deals and serving as a trusted advisor.

As a former small business owner and consultant to Fortune 500 companies, Jacob witnessed how traditional financial institutions consistently underserved small businesses compared with their larger counterparts. Addressing the challenge of supporting small businesses Serving small businesses is relationship-driven, which requires significant human capital and resources. Institutional employees currently spend the majority of their time on the operational tasks required to build a client deal, not on core relationship building with the business owner.