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How to buidl a SaaS brand I Selected

On the surface, there seem to be some similarities. Sendinblue, founded in 2013, has developed a cloud-based digital marketing platform that helps its customers manage and expand their customer relationships. lemlist, founded in 2017, enables personalized emails and messaging to improve sales.

But from there, their journeys diverge.

Sendinblue CEO Armand Thiberge and lemlist CEO Guillaume Moubeche recently spoke about SaaS businesses and scaling at the French Tech edition of Sesamers On Tour. And their stories highlighted the diversity of entrepreneurial thinking in the French Tech ecosystem.

Sendinblue

Sendinblue is a sales and marketing platform for small and medium businesses. It provides tools to help companies interact with clients via email, SMS, Twitter, Facebook and chat systems.

The company now has 180,000 clients and 400 employees. That includes an office in France with 150 employees and an office in India with a similar number. That strong presence in India is a direct result of Sendinblue co-founder Kapil Sharma.

The company has been on a hot streak over the past year as the pandemic accelerated the need for companies to lean more on digital marketing to reach customers. Sendinblue has raised a total of $197 million in venture capital, including a $160 million round last September.

Thiberge said having co-founders of different nationalities inspired the company to build an international outlook and culture and ambition from the start. That has helped it recruit talent. It has employees who come from 50 different countries.

“Talent is probably the most important thing when you start a business like ours,” Thiberge said. “We are competing with so many different players. So you need the best talent and a team that is looking at your long-term view.”

Over the years, Sendinblue has expanded from just a couple of products to becoming a 360-degree marketing platform. It’s now available in 6 languages. Thiberge said 70% of the company’s revenue comes from Europe, but it’s single largest country by revenue is the U.S.

While the company has a large sales team, its marketing happens by word of mouth. That means Sendinblue doesn’t need a sales team in every country but it still has achieved a global reach.

“It’s very very exciting to play a game on a worldwide scale from day one,” Thiberge said.

lemlist

lemlist’s mission is to help 1 million entrepreneurs launch a profitable business in the next 4 years. It’s doing that with tools that help sales teams get more meetings with their potential customers by making communications more engaging.

Since launching 3 years ago, they have attracted 10,000 customers across 85 countries. Moubeche said lemlist is growing by double digits month over month.

The vast majority of lemlist’s customers are based in the U.S. Moubeche said the company has done that without opening a U.S. office.

“A lot of entrepreneurs think that they need offices in the U.S. so they can succeed there,” Moubeche said. “I think it’s not true. In the early days of lemlist, I was doing calls in the U.S. from 4 pm in Paris to 10 pm. But I was closing deals. And I think during COVID, we all learned that it’s possible to just be pretty much anywhere in the world and have this type of conversation.

But here’s the real kicker about lemlist’s success: So far the company has taken no external funding.

“I think we all receive tons of advice when you’re growing from mentors or people you meet,” Moubeche said. “There were several things we did differently. First of all, we said no to €30 million. We received an offer a couple of months ago and we said no to show that we can actually grow a company by being bootstrapped.”

He added: “I’m not against fundraising… in our case we’re already in a very competitive market and I believe that having less funding than others and being a bit the underdog is actually our strength.”

That is part of a defiant attitude born of a lot of negative initial feedback when they started the company. People kept telling him the space was too crowded it would take five years to make its first €1 million in annual revenue. But the company achieved that in 2 years.

Then people told him he’d need to hire super experience SaaS talent to keep the company growing. Instead, he hired people with no SaaS experience and trained them all.

“I believe you can really learn a lot of things,” Moubeche said. “And yeah, that’s kind of how it went. I have a long list of advice that I didn’t follow.”

At the moment, lemlist has 35 employees. The company manages its cash conservatively. At the end of each year, employees get a percentage of overall revenue as a bonus.

“That way we can really share all the earnings we have,” he said. “So it’s not a very VC-compatible model. But employees are happy and I think it’s great. Because I always think that whenever you are under constraints, especially financial constraints, you’re making bolder decisions and sometimes you’re becoming more creative. More money for me equals more problems.”

This article is part of a series produced in partnership with La French Tech & the French Tech Journal.

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London-based AI laboratory Ineffable Intelligence has emerged from stealth with a $1.1 billion seed round at a $5.1 billion post-money valuation, the company confirmed on 27 April 2026. The financing is the largest seed round ever raised by a European company and one of the largest first-money-in rounds in the global history of artificial intelligence. The round was co-led by Sequoia Capital and Lightspeed Venture Partners. Participating investors included Nvidia, DST Global, Index Ventures, Google, and the UK Sovereign AI Fund, the British government’s recently established vehicle for backing strategic AI capacity on home soil. A bet on a different path to general intelligence Ineffable Intelligence was founded in 2025 by David Silver, the former Vice President of Reinforcement Learning at Google DeepMind and the principal architect of AlphaGo, AlphaZero and AlphaStar. He is joined by three further DeepMind alumni: Wojciech Czarnecki, Lasse Espeholt and Junhyuk Oh. All four have spent the past decade at the frontier of reinforcement learning research, the discipline behind some of the most consequential demonstrations of machine learning over the past ten years. The company describes its objective as building a “superlearner” — an AI system capable of acquiring knowledge directly from its own experience rather than from human-generated text or imagery. “Our mission is to make first contact with superintelligence,” Silver said in a statement accompanying the launch. “We are creating a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs.” The framing is a deliberate departure from the dominant industry trajectory. Most leading AI laboratories, including OpenAI, Anthropic and Google DeepMind itself, have built large language models trained primarily on the corpus of the internet, then refined that training with human feedback. Ineffable’s wager is that the marginal returns on scaling text-based pretraining are diminishing and that the next leap in capability will come from agents that learn endlessly from the consequences of their own actions, in much the same way AlphaZero learnt the game of Go without studying any human matches. Why $1.1 billion at seed The size of the round is unusual even by the inflated standards of the 2026 AI capital cycle. Two factors appear to explain it. First, frontier reinforcement learning at the scale Ineffable describes is computationally extraordinarily expensive: the company will need to operate vast simulation environments and train very large models against them, an undertaking that consumes capital at a rate closer to physical R&D than to traditional software. Second, the round signals a strategic move by Europe’s investor and policy ecosystems to retain the most ambitious AI researchers on the continent. The presence of the UK Sovereign AI Fund alongside Sequoia, Lightspeed and Nvidia is the clearest expression of that intent. The British government has publicly framed the investment as a bet on breakthrough AI that “can discover new knowledge”, positioning the country as a willing co-investor in domestic frontier laboratories. For Ineffable, the implication is access not only to capital but to compute, regulatory engagement and the still-resilient academic talent base around UCL, Oxford, Cambridge and Imperial. Founder pledge of historic scale Alongside the funding announcement, Silver disclosed that he is committing 100 per cent of any personal proceeds from his Ineffable equity to charity via the Founders Pledge network — described by the organisation as the largest pledge in its history. At the round’s $5.1 billion valuation, that commitment could ultimately exceed several billion dollars if the company succeeds. It is a meaningful gesture in a sector where the reputational stakes around concentrated AI wealth are escalating, and one likely to be referenced in subsequent founder-led commitments. Implications for the European AI landscape Ineffable’s emergence reshapes the European AI map in three concrete ways. It establishes London as the home of the continent’s largest-ever seed-stage company, complicating Paris’s recent narrative of frontier-AI primacy after Mistral’s earlier rounds. It validates a thesis — that reinforcement learning, not transformer scaling, is the next frontier — that has lately been losing capital share to language-model incumbents. And it confirms that the UK government is now willing to act as a balance-sheet co-investor in domestic AI laboratories, a posture much closer to the French model than to the predominantly grant-based regimes elsewhere in Europe. The execution risk is non-trivial. Reinforcement learning at frontier scale has historically required years of careful environment design before producing competitive systems, and Ineffable’s “first contact” framing sets a high bar against which it will be judged. But for now, with a billion dollars on the balance sheet, four of the discipline’s most accomplished researchers in the founding team and a sovereign co-investor at its back, Ineffable Intelligence is the most heavily resourced new entrant in the European AI cycle. Sesamers covers European fundraising rounds across deeptech, fintech and AI. Source: tech.eu.

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