Accountants and lawyers aren’t known for being natural salespeople. But they are trusted advisors, and that’s exactly where Propense sees opportunity.
The Miami-based startup has built a platform that flags client needs before they’re obvious, then routes those insights directly to the professionals in charge. “We’re trying to win the professionals,” CEO Timothy Keith told Refresh Miami. “Our job is to surface what matters, so they can step in and deliver.”
It’s working. In less than a year since going live, Propense has landed 15 of the top 100 accounting firms in the U.S. The company is now expanding into legal, working with three global law firms to build a version tailored to their workflows. A broader rollout is planned for 2026.
The core concept is simple: professionals often miss opportunities not because they lack expertise, but because they lack visibility. Propense scans for what Keith calls “market triggers” – a funding round, a new CFO, a shift in regulation – and connects that event to the relevant partner. From there, the AI drafts a brief summary to prompt outreach or internal action.
Behind the scenes, Propense uses statistical models for predictions and large language models to generate outputs. But Keith is already thinking beyond insights. The company is building an execution layer, where AI doesn’t just recommend action, it helps carry it out.
“We’ve done analytics. We’ve done personalization. The next step is execution,” he said. “We’re focused on reducing the friction between knowing what to do and actually doing it.”
Legal was always part of the plan. The signals might differ, but the gap is the same: firms have a wide range of services they could offer, yet professionals don’t always connect the dots. Propense helps them do that without turning every conversation into a pitch.
“Some firms hate the word cross-selling,” Keith said. “But they do care about serving clients better. We just make that easier.”
To support that vision, Propense is launching a consulting arm this summer. The idea is to complement the tech with real-world guidance, helping firms update internal processes and build the right incentives so professionals actually use the tools they’re given.
That hands-on approach extends to geography, too. Propense will launch in EMEA in 2026, supported by a team in India. Keith credits Miami for giving the company its start, both in terms of talent and relationships. Many of Propense’s employees are University of Miami grads, and several of its investors live nearby. “It’s been a great place to build,” he said. “The ecosystem, the clients, the connections – it’s all here.”
Propense has raised about $3.7 million from firms including Thomson Reuters Ventures, Harlem Capital, Operator Collective, and DeepWork Capital. That funding allowed them to build deliberately, working closely with clients, refining features, and resisting the urge to scale prematurely. Now, with momentum in accounting and law, Keith is focused on execution.
What’s he most excited about? “The team. The client results. And what’s next,” he said. “We’ve got a long way to go, but the foundation is there. Now it’s about delivering.”
Photo at top of post: Propense.ai’s founders, from left to right: Nnamdi Anyanwu, CTO; Timothy Keith, CEO; and Alexander Diaz, Head of Operations & Finance. The founders first met on a basketball court.
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