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TechCrunch reported on March 24, 2025, that some companies shown as 11x customers said they were not customers and objected to the use of their logos. 11x said it removed inaccurate mentions when asked, with a small number of failures caused by human error. The report also described a dispute over how the startup counted contracts with early opt-out clauses as annual recurring revenue (ARR). These are reported allegations and competing accounts—not findings of a court or regulator.
What the March 2025 report said
TechCrunch’s investigation by Dominic-Madori Davis and Marina Temkin drew on interviews with nearly two dozen people, including investors and current and former employees, and included responses from 11x, named companies, and investors. It described 11x as an AI sales-automation startup founded in 2022 by Hasan Sukkar. Its AI sales development representative (SDR) was designed to find prospects, draft tailored outreach, and schedule sales calls.
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TechCrunch reported that 11x had said it approached $10 million in ARR about two years after launch. It also reported a $24 million Series A led by Benchmark and a $50 million Series B led by Andreessen Horowitz (a16z) in September 2024. These are historical figures reported in the March 2025 story, not current revenue or funding figures. Read the TechCrunch investigation.
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Were ZoomInfo and Airtable 11x customers?
Both companies described limited trials, but neither said it became a customer in the sense suggested by 11x’s customer-facing claims.
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| Company | What it said about use | Logo or listing issue reported |
|---|---|---|
| ZoomInfo | ZoomInfo said it ran a one-month trial from mid-January to mid-February and did not proceed. | It objected to its logo being used without permission. A ZoomInfo spokesperson told TechCrunch: “We did not give them permission to use our logo in any manner, and we are not a customer.” The report said that after the logo came down, 11x’s phone AI agent continued to describe ZoomInfo as a customer. |
| Airtable | Airtable said its short trial in late 2024 was not used in production or rolled out to its sales team. Its spokesperson said the trial was not a fit. | Airtable objected to its logo being used without permission. TechCrunch said Airtable remained listed as a customer on 11x’s “manifesto” page as of March 20, 2025. |
Those accounts distinguish a trial from production use or an ongoing customer relationship. They do not establish that every 11x customer claim was inaccurate: TechCrunch reported that Pleo and Rho confirmed they were using 11x products.
What did 11x say about the logos?
TechCrunch quoted 11x as saying it “promptly removed any undesired or inaccurate customer mentions on their site and within their products when requested.” The company said the small number of cases in which that did not happen was “due to human error.” The report’s examples concerning ZoomInfo and Airtable describe the companies’ objections and the status of particular mentions at the reported dates; they do not resolve every question about permission or how 11x handled other customer references.
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Why ARR became disputed
The disagreement was about what a contract with an early exit option means when reporting recurring revenue. TechCrunch reported that current and former employees said 11x encouraged some prospective customers to sign one-year contracts with a break clause, often exercisable after three months. They said the company counted the full contract value as ARR even when a customer used the clause and stopped paying.
11x said it used contracted ARR, or CARR, and that investors knew this. It also said investors reviewed contracts and customer data and spoke with customers during due diligence. The company said some enterprise contracts had 12-month terms with a three-month opt-out, while most middle-market customers qualified for free trials.
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A contracted figure can describe the annualized value of signed agreements, while a figure based on customers who remain after an opt-out period answers a different question about continued revenue. The report documents the competing descriptions; it does not establish an audited accounting finding or settle which metric best represented 11x’s revenue.
How to read the report’s other revenue and retention figures
TechCrunch included several figures, but they came from different sources and should not be treated as interchangeable audited results or present-day performance measures.
Rank #4
| Figure | Attribution and qualification |
|---|---|
| Approached $10 million in ARR | A historical company claim reported by TechCrunch, describing the period roughly two years after 11x’s 2022 founding. |
| 70–80% customer losses | An employee’s estimate quoted in the article, not an audited churn statistic. |
| $14 million in ARR versus about $3 million in contracts past the three-month period | An employee’s illustrative example reported by TechCrunch, not a company-verified audited comparison. |
| 79% retention | A company-reported figure at the time of the March 2025 article; it is not a present-day metric. |
These figures answer different questions: a contract-based annualized total, an employee’s estimate of customer losses, an illustrative comparison involving contracts past an opt-out point, and a company-reported retention figure. The article does not provide an independently audited reconciliation among them.
What the product accounts do—and do not—show
TechCrunch reported that some employees, former employees, and customers described poor email performance, hallucinations, reliability problems, weak lead generation, and disappointing conversion of automated emails into meetings. ZoomInfo said the product performed significantly worse than its own SDR employees during its pilot. Airtable said its trial was not a fit. 11x, by contrast, said it believed its product outperformed human SDRs and that results depended on the quality of user input.
These are attributed experiences and positions, not a controlled comparison establishing performance for every customer or the product’s current capabilities. The report does not establish present-day product performance.
What happened legally?
The story reported that ZoomInfo’s lawyer threatened legal action. It did not report a court finding that 11x committed deceptive trade practices, trademark infringement, false advertising, or another legal violation. The reported information does not establish whether the threatened action later proceeded or was resolved, so no current legal outcome should be inferred from the March 2025 account.
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