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Website: https://refract.com/
Refract is a UK‑based technology company that emerged in 2015 in Newcastle upon Tyne, specialising in conversation intelligence and sales performance software. Its core mission is to help organisations understand, analyse and improve interactions between sales teams and their customers by applying data‑driven insights to real human conversations. The platform captures and interprets sales calls, demos, meetings, and other communication channels, highlighting key moments that indicate success patterns and areas for improvement. This analytical capability is designed to give sales leaders and trainers the tools they need to coach more effectively, accelerate learning and close more deals.
At its heart, Refract’s technology uses AI‑powered analytics to transform raw conversation data into actionable intelligence. By identifying trends, behavioural cues, and opportunities for improvement, the platform helps teams learn not just from individual interactions but also from broader patterns that drive performance. Users can review calls with tagging, scoring, and feedback features, enabling clearer reflection and targeted coaching that is rooted in real outcomes rather than subjective impressions. This analytical feedback loop supports onboarding, continuous skill development, and quality assurance across sales organisations.
Refract’s product suite historically included capabilities such as sales content management, digital sales rooms, readiness‑and‑learning modules, and conversation tracking tools, giving clients an integrated environment for both performance measurement and training delivery. These tools enable sales and customer success teams to spot and replicate effective behaviours while addressing gaps in technique or delivery. Over time, these offerings positioned Refract as a notable competitor in the sales enablement and revenue intelligence market, sitting alongside other analytics and AI‑driven platforms aimed at improving commercial outcomes across sectors.
In December 2020 Refract was acquired by Allego, a larger US‑based sales learning and enablement company. Under Allego’s ownership, the Newcastle operation became the company’s European hub, helping to extend both organisations’ reach and product capabilities. This strategic move aimed to blend Refract’s conversation analysis strengths with Allego’s broader learning and content management tools, ultimately offering sales teams an enhanced, unified platform for coaching, development, and performance insight.
Today, Refract’s legacy continues within the broader context of AI‑enhanced sales tools that emphasise real‑world performance feedback and data‑backed coaching. Its focus on conversation intelligence reflects a wider industry trend towards using technology not just for automation, but as a means of deepening organisational understanding of human interaction and driving sustained sales effectiveness.