Belgian scale-up Sortlist has announced its largest acquisition to date, purchasing Overloop AI, a prominent outbound sales automation platform. This landmark deal, finalized in December 2025, signals a major strategic pivot for Sortlist, moving it beyond its matchmaking roots. The company now aims to provide a comprehensive growth ecosystem for service-based businesses navigating an increasingly competitive market.
A Strategic Response to Market Pressures
The professional services sector is currently facing significant headwinds, including tighter budgets, extended sales cycles, and heightened competition driven by AI. This environment makes rapid client acquisition a critical challenge for many agencies. According to Sortlist CEO Nicolas Finet, this acquisition directly addresses this need by providing an AI-powered tool to automate prospecting and accelerate growth.
By integrating Overloop's capabilities, Sortlist is evolving from a marketplace into a full-fledged growth enablement platform for its clients. The company will now offer a suite of tools that help agencies enhance their visibility and actively pursue new business opportunities. This strategic expansion provides agencies with greater control over their sales pipeline within a single, unified interface.
Unpacking Overloop AI's Advanced Capabilities
Founded in 2015 by Vincenzo Ruggiero, Overloop AI has established itself as a powerful tool for sales automation. The platform enables users to launch sophisticated multichannel outreach campaigns across email and LinkedIn, leveraging AI for large-scale personalization. Its core strength is supported by access to a qualified database of over 450 million B2B profiles.
Overloop AI has been profitable since its inception and serves a global clientele across more than 100 countries. The United States represents its largest market, contributing 40% of its revenue, a factor that significantly enhances Sortlist's international presence. This acquisition brings together two globally-focused Belgian tech firms, showcasing the region's growing software ecosystem.
A Phased Approach to Integration
In the short term, both Sortlist and Overloop AI will continue to operate as independent platforms to ensure stability for all users. Customers will experience no immediate changes to their accounts, contracts, or support channels, and no data migration is required. Overloop AI will retain its current team, ensuring continuity of service and expertise for its established user base.
The long-term vision involves a progressive integration of features, set to begin in 2026. These planned enhancements will introduce smarter AI-powered prospecting, automated outbound campaign activation, and deeper analytics. The ultimate objective is to create a seamless ecosystem that aligns inbound client interest with proactive outbound sales actions for maximum efficiency.
To encourage adoption and create immediate value, the companies have announced special benefits for their respective customers. Sortlist agencies will gain access to Overloop with exclusive pricing, complementing their inbound leads with powerful outbound tools. Similarly, existing Overloop customers will be offered special conditions to join the Sortlist platform, fostering synergy between the two communities.
This acquisition marks a pivotal moment for Sortlist, transforming it from a discovery platform into an end-to-end growth partner for agencies worldwide. By combining its established inbound marketplace with Overloop AI's powerful outbound technology, Sortlist is well-positioned to help its clients thrive. The move underscores a commitment to providing a resilient, comprehensive solution for business development in a rapidly evolving digital landscape.