A Problem in Need of a Solution

The idea for Outfunnel didn’t appear out of thin air; it came from a clear gap in the market. While working at Pipedrive, Andrus witnessed daily the empty space between marketing and sales tools. He felt this was a problem no one had truly solved yet.

"If data doesn't flow, teams can't stay properly in sync, and ultimately, sales performance suffers," Andrus explains. Despite lacking a detailed vision at the start, his gut feeling was strong enough to embark on a journey into the unknown.

Born at LIFT99: Where "Feet Meet Under the Table"

For many startups, location is merely a logistical decision, but for Outfunnel, LIFT99 became a vital accelerator. It wasn’t just about being close to home with good Wi-Fi and meeting rooms—it was an environment where, as a founder, you are surrounded by others in the same boat. It’s a place to meet people with the same problems, interests, or solutions—people ready to listen, reflect, and share their own ideas.

"LIFT99 is a place where the right people and the right ideas meet—often by chance, but exactly at the right time."

Andrus’s most notable encounter at LIFT99 was with his co-founder, Markus. "He was sitting at the desk opposite me, our feet touched under the table, and that’s how we started talking," Andrus recalls. In a similarly organic fashion, one of Outfunnel’s first angel investors was found in the next room. These are moments you cannot plan, but that the right environment facilitates.

When the team grew to 6–7 members, it seemed like a logical step for Outfunnel to move into their own office. This was the post-pandemic era, where controlling your own environment and costs was a priority. However, Andrus admits that after leaving, something went missing: the community.

"We missed that spontaneity that only happens when people share a physical space. A random chat at the coffee machine can spark a new idea or offer a fresh perspective. Also, LIFT99 had a much better coffee machine than the one we rented for our office."

This realization eventually brought them back to the comforts of a shared workspace, where necessary infrastructure like meeting rooms and coffee machines were provided without anyone having to manage them personally.

2023: The Year of Honesty and Focus

Every entrepreneur knows that crises are inevitable. 2023 was a testing time for Outfunnel, requiring painful decisions: downsizing the team and abandoning directions that no longer worked.

According to Andrus, only one thing helps in an uncertain situation: honesty. Honesty with yourself and with the team. Their previous experience also helped—the knowledge that even when everything seems to be falling apart, it is usually part of the journey, not the end.

"In some ways, it's much easier to make choices in a difficult situation because you can focus on doing just one thing. When you have a large team and plenty of money in the bank, there’s a temptation to do too much."

Andrus notes that while culture and motivation suffered significantly in 2023, the strategy eventually became clear. This period forced the team to focus only on what truly creates value, teaching them to distinguish between what is essential and what is simply "nice to have."

The Future Belongs to AI

Today, Outfunnel is stronger than ever. Investing in AI capabilities has transformed the company’s efficiency beyond recognition. Where it once took days to build a new integration, it can now be done in less than two hours.

Andrus’s leadership principles have also crystallized through this journey: focus, simplicity, and honesty. And most importantly, you have to have some fun along the way.

Outfunnel is proof that even the toughest periods are actually preparation for the next big leap.