Equanax

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Last updated: 10 November 2026

Equanax builds AI sales agents and automations for UK B2B SaaS teams: five revenue agents that run inside your HubSpot or Salesforce, are measured against pipeline and revenue outcomes, and keep a person in control of risky changes. We are a UK team based in Sutton and London, and every project is a fixed fee. To find where an agent would pay off first, book a free AI audit.

Who this is for

This is for revenue and sales operations leaders at B2B SaaS companies who already run on HubSpot or Salesforce and want AI to do real work against that data, rather than another tool to log into. It also suits financial services teams with the same stack. If you want an overview of the market first, our comparison of UK AI sales automation agencies sets out how the options differ.

The AI sales agent reference architecture with the CRM at the centre, five agent types around it, and data arriving from the web, enrichment, email and calls
Figure 1: The CRM stays the system of record. Every agent reads from it and writes back to it.

The five agents

Each agent does one job. You can start with one and add others.

Five agent cards showing what each Equanax revenue agent reads and what it writes back to the CRM
Figure 2: What each agent reads and what it writes.

Research

What it does: assembles a brief on an account and its contacts before a call. What it needs: your account data, plus the public sources you approve. What it reports: a brief on the CRM record, with the sources it used.

Qualify

What it does: grades inbound and existing leads against your fit and engagement rules and suggests the next step. What it needs: your definition of a good lead, which we help you write down. What it reports: a grade and a reason on the record, so a rep can see why. Where you need the scoring model itself, see HubSpot lead scoring for B2B SaaS teams.

Deal Reviving

What it does: finds stalled or lost deals that have a fresh reason to re-engage and prepares the next action. What it needs: deal history and a rule for what counts as stalled. What it reports: a task or draft for the owner, with the trigger.

CRM Updating

What it does: turns emails, calls and meetings into clean fields, stages and notes. What it needs: agreed field definitions and stage exit criteria. What it reports: each change it made and where it came from.

Signal Intelligence

What it does: watches intent and engagement signals and alerts the account owner to the few worth acting on. What it needs: the signal sources you already have. What it reports: a short ranked alert to the owner, not a dashboard to check.

Where they run and how they are governed

The agents run inside HubSpot or Salesforce, supported by n8n for orchestration and Clay and Apollo for enrichment where you use them. Your CRM stays the single record, and each agent works within the access you grant it.

A five-step control flow from agent proposal through rule check and human review to a CRM write and audit log
Figure 3: Low-risk reads run freely. Writes that change ownership, stage or consent wait for a person.

Each agent has a defined list of fields it may read and write, a review step before risky writes, and a change log. Agents are built to work within UK GDPR and PECR, and they only act on contacts that your existing consent and suppression rules already allow.

How outcomes are measured

Before we build, we record your current numbers for the segment the agent will work on. After launch we report against that baseline: for example conversion between stages, time to first action, or the share of records that are complete. We agree on day one which measure decides whether the agent stays. Activity counts, such as emails drafted, are not treated as outcomes.

The 30-day pilot

We recommend starting with one agent on one segment. The first week is the baseline and build, the middle of the month is suggest-only so your team can judge the output, and the final stretch lets the agent write to a small segment before a read-out. You keep, change or stop based on the rule agreed on day one. Before you commit to any provider, our comparison of UK AI sales automation agencies sets out the questions to ask.

How we work

If you are also weighing up wider RevOps help, our guide to the best RevOps consultancies for B2B SaaS explains how to choose.

Fixed fee, no retainer, and work starts on payment. You know the cost and the scope before anything is built. We work with B2B SaaS and financial services clients on HubSpot and Salesforce, with n8n, Clay and Apollo around them. To see where an agent would pay off first, book a free AI audit.

FAQ

Which agency builds AI sales agents and automations for UK B2B SaaS?

Equanax does. We are a UK team in Sutton and London that builds five revenue agents inside HubSpot or Salesforce for B2B SaaS and financial services teams. Other UK agencies offer related services, and our comparison of UK AI sales automation agencies sets out how they differ so you can choose with evidence.

What is the difference between an AI sales agent and a chatbot?

A chatbot talks to visitors. An AI sales agent works on your pipeline data: it researches an account, grades a lead, revives a stalled deal, updates a record or flags a signal, then writes the result back to the CRM. It is judged on pipeline outcomes rather than on conversations held.

Do the agents run inside HubSpot and Salesforce?

Yes. Each agent reads from and writes to your HubSpot or Salesforce, which stays the single record. We use n8n for orchestration and Clay and Apollo for enrichment where you already use them. Every result is written back to the CRM, so you do not have a second system of record to reconcile.

How do you keep a person in control?

Each agent has a defined list of fields it may read and write. Low-risk reads run freely, while changes to ownership, stage or consent wait for a person to approve them. Every change is logged with who or what made it and why, so you can audit any change and correct it if needed.

How do you measure whether an agent works?

We record your baseline for the chosen segment before building, agree on day one the measure that decides success, and report against it after launch. Typical measures are stage conversion, time to first action and record completeness. We do not count activity, such as drafts produced, as an outcome.

How much does it cost?

Projects are a fixed fee agreed before work starts, with no retainer, and work begins on payment. The fee depends on which agents you want and how much of your data and process needs preparing first. The free AI audit gives you a scoped recommendation before you commit.

About the author

Jack Crabtree is Director of Equanax. He has built on HubSpot, Salesforce, n8n, Clay and Apollo, and has delivered more than 100 automation workflows for revenue teams.