According to Fortune, Tony Capasso’s startup OnProfit emerged from stealth in 2024, backed by a seed round from Lerer Hippeau, SignalFire, and Mark VC. The company, founded with Alan Lockett, David Rubin, and Matt Stuart, builds AI tools to find “found money”—revenue left on the table by enterprises. Early customers like HomeStory, OEConnection, and Commerce are already seeing results; HomeStory president Chad Bockius reported a 10% improvement in customer connection rates, translating to a 20% revenue increase. Capasso, a former pro soccer player and sales exec, argues that sales teams get stuck on their “golden goose” and can’t pursue new opportunities. The core problem is a coverage gap: too many potential deals and not enough trained people to chase them. OnProfit’s AI aims to automate sales interactions to plug those gaps without disrupting the core business machine.
The Real Revenue Dilemma
Here’s the thing: this isn’t really a new problem. Jim Stoneham from SignalFire, who lived this as a growth exec, nailed it. Big revenue teams are often just trying to keep the lights on—managing the basic cycle, tying upgrades to product releases. It sounds simple, but it’s not. It requires herding cats. You need ten people in a room to make anything happen. So when a new, untrained opportunity pops up? Forget it. The cost of pulling someone off a core, revenue-generating task to chase something uncertain is just too high. That’s the real dilemma. It’s not laziness or bad strategy. It’s pure, brutal opportunity cost. And most leaders, like Bockius, have just learned to live with it and hate that leaking metric.
Why AI Might Actually Work Here
Capasso’s insight is pretty sharp. He’s challenging the assumption that a human needs to be in the middle of every single sales interaction. I think he’s right. How many times have you, as a user, just wanted a simple answer or a basic follow-up and dreaded the drawn-out email chain or call? The goal isn’t a perfect AI salesbot. It’s about “getting that user what they need in the moment.” That’s a solvable automation problem. It’s about handling the low-tier, repetitive, but crucially *time-sensitive* touches that humans either hate doing or don’t have time for. This is where AI can be more than just a buzzword. It can be a coverage force multiplier. But let’s be real, the space is flooded. Everyone and their mother is slapping AI on a sales tool. The differentiator, as Adam Zeplain from Mark VC points out, won’t be the tech itself. It’ll be the deep understanding of the specific, messy business problems each company faces. There’s no one-size-fits-all here.
The Found Money Club
I love the “Found Money Club” branding. It’s clever. It frames the value proposition perfectly. Who *wouldn’t* want to join a club where you find extra cash you didn’t know you had? It turns a complex operational problem into an enticing, almost gamified outcome. For enterprise sales, that’s smart marketing. The trajectory here is interesting. They’re going straight for the big, complex enterprises because that’s where the biggest piles of overlooked money are. But that’s also where sales processes are most entrenched and change is hardest. Their success won’t just be about the AI’s accuracy, but about how seamlessly they can integrate into existing, often clunky, revenue stacks and workflows. If they can make it feel less like a new tech rollout and more like turning on a revenue faucet, they’ve got a shot. The early 10-20% bumps for HomeStory are the kind of proof points that get other VPs to pick up the phone. Now, the race is on to scale that proof before a dozen competitors claim they can do the same thing.
