Signal over noise
A feature ships only if it changes who gets called first, or makes that call better. Dashboards that are interesting but don't change a decision belong on someone else's roadmap.
Company
Aurora helps revenue teams see which visitors are genuinely ready to talk — and spend their time there. We're a small, independent, profitable company, and most of us came from the teams we now build for.
Our story
In 2022, our founding team was running outbound for a logistics platform. Every morning started the same way: a spreadsheet of the previous day's four hundred signups and a guess about which ten were worth a call. Most mornings, the guess was wrong. The people who looked good on paper — right title, right company size — often weren't ready, and the ones who were ready went cold while we worked down the list.
So we wrote a small script that scored visitors by what they actually did on the site instead of what they typed into a form. Pricing page, twice. Integration docs, read in depth. Back a third time in one week. Within six weeks it produced better meetings than the CRM's built-in lead scoring had in two years, because it watched behavior instead of guessing from firmographics.
Aurora is that script, rebuilt so any team can install it in an afternoon. We still use it ourselves: the qualified leads that reach our own sales team are scored by exactly the engine you'd install on your site, and every rule we recommend in the docs has been tested on our own pipeline first.
What we optimize for
When two good ideas compete for the same week, these decide which one ships. They also explain a few choices that surprise people, like why we don't charge per lead.
A feature ships only if it changes who gets called first, or makes that call better. Dashboards that are interesting but don't change a decision belong on someone else's roadmap.
If a signal isn't worth interrupting someone's morning for, it doesn't trigger an alert. Aurora is quiet by default, and every notification has to earn its place.
Every score can be explained in one sentence. We choose transparent rules over black-box models, because a rep who trusts the queue works it — and one who doesn't, won't.
We built the export tool before the onboarding flow. Full exports on every plan, deletion on request, no ad pixels in the tracker, no data brokers, ever.
We charge per seat, never per lead or visitor. Charging you more because your marketing worked would be a strange way to reward success.
Support tickets go to the people who build the product. It keeps answers accurate and keeps us honest about what's confusing.
Milestones
Our founders were running outbound for a mid-size logistics platform and wrote a small script to rank the previous day's signups by behavior. It beat the CRM's built-in lead scoring within six weeks.
The script became a product anyone could install in an afternoon. The first 100 teams signed up in eight weeks, almost entirely through word of mouth between RevOps leads.
We reached profitability with twelve people and decided to grow from revenue rather than raise a large round. It lets us keep pricing per seat instead of per lead.
Every workspace can now choose to keep its data in the EU or the US, and the tracker was rebuilt from scratch — same 8 KB, noticeably faster on slow connections.
Signed webhooks and a REST API in February, two-way CRM sync in May, then Aurora 2.0 in July: real-time scoring in under 400 ms, routing rules and a shared team inbox.
Team
We're remote-first and deliberately small. Most of us have carried a quota, run a RevOps function or supported a sales team, so we know the problem from the inside.
Ran revenue operations at two B2B logistics companies before Aurora. Still the fastest person on the team at reading a funnel, and still takes customer calls every week.
Wrote the original scoring script on a Sunday in 2022. Leads infrastructure and security, and reviews every change to the scoring engine before it ships.
Previously a product lead at a CRM vendor. Spends one week every quarter answering support tickets to keep the roadmap grounded in real problems.
Owns the browser tracker — the 8 KB script that's never allowed to get bigger — and the collection pipeline behind it.
Personally onboards every new Team and Scale customer for their first 30 days, and runs the monthly scoring clinics.
Believes a dashboard should be readable from across the room. Designed the lead card that shows up in Slack thousands of times a day.
We're hiring for a few roles. See open positions.
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