Nudge is a product of Addvocate, a software company registered in Paris whose team builds from Tunis. It reads your won and lost deals to learn how your buyers buy, then watches your open deals for the same moves, so a sales leader sees which deals have a buyer moving and which only have a seller working.
Every system a sales team runs today measures the seller: calls logged, emails sent, stages moved, fields filled. Nudge reads the other side of the table. Its question is whether the buyer did something: replied, brought in a colleague, agreed to a next step, then kept it.
How we work with sales teams today
Nudge is early. We have no revenue on this product yet, and we say so before anyone asks. Today we work with sales leaders through a 30-minute review of their own closed deals: what those deals say about how their buyers buy, and which open deals are making the same moves.
Nudge works where a team already works: in Slack, in Claude and ChatGPT, by email, and in a web app for the views that need a board. The security page lists exactly what it reads and what it is allowed to write.
Where Nudge comes from
Through 2025, Addvocate shipped four releases (meeting preparation, the meeting loop, deal momentum and CRM auto-fill) to named customers: autone, Vocalcom and Save your Wardrobe.
The first version of Nudge then ran with eight teams from early 2026 to July. Some engagements ran their course, some did not renew, and we ended the rest to rebuild around one idea: the buyer's side of the deal is the part nobody measures. The product you see now is that rebuild.
Addvocate raised a pre-seed round from 216 Capital in 2025.
Who builds it
Ridha Mami founded Addvocate after ten years of selling B2B software, at Contentsquare and Wonderflow. The team builds in Tunis and sells into Europe and the US.
Ridha also writes the site's build log: a founder's confessions, written mostly at the founder's expense.
Not to be confused with
Several unrelated products share the name Nudge, among them Nudge Security, a SaaS security company, and the relationship-intelligence product once at nudge.ai. Nudge by Addvocate has no link to either. Its own site is usenudge.app.
FAQ
What is Nudge by Addvocate?
Nudge reads your won and lost deals to learn how your buyers buy, then watches your open deals for the same moves. Its tagline is "The buyer's side of every deal."
Who makes Nudge?
Addvocate, a company registered in Paris, founded by Ridha Mami, with its team in Tunis.
Is Nudge available today?
Nudge is early. Sales leaders start with a 30-minute review of their own closed deals, which you can book here.
Where can I see what Nudge does with our data?
On the security page: every connection, what it reads, and what it may write once your admin allows it.