InMotion Ventures has participated in a $16.5 million seed round for Parable, a US-based startup revolutionising the foundational intelligence layer for enterprises. The round was led by HOF Capital, with participation from InMotion Ventures, Lasagna, Story Ventures, Panache Ventures and Supercharge.vc. The round also included renowned angel investors, including the founders of companies such as Hubspot, Vimeo, Deel, Ramp, and Superhuman.
Sam Nasrolahi, Principal at InMotion Ventures, explores why we invested
The market
Time is a blind spot for many companies because it is invisible. As a result, corporate executives lack a holistic view of their organisation. This opacity results in unutilised operating leverage and a lack of data-driven decision-making. As Peter Drucker famously said, “you can’t manage what you don’t measure.”.
Finance teams have tools for modelling capital allocation with the utmost precision. Manufacturing teams rely on digital twins to simulate machines and processes in real-time. Yet, up until now, there has been no equivalent intelligence layer for enterprise operations. Executives are instead reliant on guesswork, expensive consultants, or less-than-perfect surveys to track and analyse how time is spent across processes and projects.
The market opportunity for deep organisational observability is vast and under-penetrated. Operational waste plagues global enterprises to the value of $10 trillion, and the $400B+ management consulting industry has long profited from diagnosing and solving inefficiencies in a highly manual, and therefore capital-intensive manner.
With AI adoption accelerating, this blind spot is becoming impossible to ignore. The plethora of new AI tools and applications promises significant upside, but most enterprises lack a data layer for measuring, managing, and maximising operational efficiency. The result is wasted time, misaligned effort, and difficulty measuring whether strategic initiatives, especially AI projects, are delivering real value.
Fortunately, the data required for visibility does exist, but it is dispersed across siloed tools and systems. Company boards today are asking two fundamental questions: what should we do about AI, and how do we know it is working?
What does Parable do?
Parable is organisational intelligence for enterprise operations. The platform gives C-suite a comprehensive view of how time is spent across teams and functions, and can simulate how efficiency improves with AI deployment. In practice, Parable has productised the output of management consultants: organisational observability, implementation planning, and ROI measurement. Instead of relying on periodic, resource-heavy engagements, executives gain an ongoing, data-rich source of truth about how their organisation is working.
The company’s defensibility is underpinned by its technical architecture. Deep integrations collect highly granular data and telemetry from workplace tools, creating an ontology and chronology of organisational work. This is done in without requiring customers to dedicate engineering resources to the project and in a scalable manner for the company. Data is enriched and contextualised, to build a proprietary operating graph for each client. This allows the company’s footprint to be structured in a manner to visualise
how collective time is spent, and where it is being lost.
What sets Parable apart is its treatment of time as the unit of analysis and the ontology it creates across activities. Every task, meeting, and activity is modelled by time spent, tying all insights back to the most universal measure of cost. This method of observability unlocks a powerful cycle:
- Establish baseline: Parable establishes a baseline view of time usage across the business. Leaders can immediately understand how unplanned or low-value work is impacting core strategic priorities. From this vantage point, inefficiencies and bottlenecks are identified in ways that would not have been possible otherwise. Armed with new insights, executives can then build ROI-driven business cases for automation and other efficiency initiatives based on measurable time savings.
- Take Action: Next, Parable’s digital twin allows leadership teams to model how a proposed transformation initiative will impact the enterprise. Simulations of ‘what-if scenarios’, reorganisations, new AI tools, or workflow automation can be played out and compared against current performance, before being committed to in the real world.
- Measure impact: Post roll-out, the Parable platform continues to measure impact against the baseline, allowing real-time visibility of time and cost savings, with the repeating cycle creating an always-on loop of measurement and optimisation.
With their unique infrastructure and approach, Parable have created a defensible moat that is difficult to replicate at scale. The business is positioned to become the system of record for enterprise operations, building a history of behaviour which would otherwise be lost.
What drove our decision to invest?
As agentic solutions are implemented, Parable will become the standard measurement system for all other AI tools in the company stack. The platform provides management teams with a clear, quantifiable path to efficiency and intelligent automation, free from the burden of unstructured data, legacy systems, and rising operational costs.
Our conviction is rooted in three main factors.
- The team: serial entrepreneurs with a proven track record of building and exiting startups. CEO, Adam, previously scaled a bootstrapped marketplace to nine-figure revenues before selling to a public acquirer. Clinton, the CTO, has over two decades of engineering experience in enterprise technology and a 9-figure exit to his name. Alex, the COO, is an operations veteran and previously co-founded a $75M VC fund. Steve, the CMO, is an expert in storytelling through data – e is a third-time founder and previously held executive roles in exited businesses. Together, this team has cultivated a culture that balances technical excellence with commercial clarity in a way that is unrivalled in the market.
- The traction: Parable launched commercially in early 2025 and achieved $80M in cost savings and operational leverage with its first customer. The adoption curve is among the fastest we have seen for an enterprise SaaS business at this stage. Executives are deploying Parable to drive real efficiency gains, and multiple global enterprises have committed to high-value contracts, validating the value of the insights Parable provides.
- The timing: AI is transforming enterprise operations, but these new tools are only as powerful as the data that guides them. Parable allows leaders to address their two most important questions: “What do we do about AI?”, and, “How do we know it’s working?” With their industry-agnostic approach, Parable is leading a category-defining moment, and the company is well-positioned to capture a significant share of the enterprise consulting spend.
Congratulations to Parable for raising an impressive $16.5M in Seed funding. We look forward to supporting the team as they turn the invisible currency of time into actionable intelligence to maximise the value of AI.
We’re always interested in speaking with exceptional startups tackling the critical enterprise challenges of today. If you are a founder or know a company in the space, please do get in touch with the InMotion Ventures team, either via LinkedIn or through our investment form.