About Refract

Why did we start Refract?

Every conversation, call, demo, meeting and email contains a treasure trove of insight.

The words used, phrases chosen, questions asked all impact on success. Yet, throughout our own careers, sales coaching always felt broken.

We would ride along calls and demos, share ideas and feedback, all without a shared reflective view.

And as powerful as coaching continually proves to be, it only accounts for less than 5% of sales managers time.

So,to make sales coaching simple, more time efficient and to amplify the benefits, we built Refract.

By highlighting the decisive and defining moments of these conversations and surfacing coachable insight specific to your business and reps, mistakes and missed opportunities can be remedied. Great moments can be shared amongst the team. The best made available in a searchable library.

Our AI technology delivers personalized insight, based on your business and your reps, showing the actions and words that align with top performers and results.

We work with a range of global clients, with teams from just a handful to the 1000’s. And whilst every organization is different, they all have one thing in common. They’re passionate about improving sales conversations, and that’s just what we’re here for.

— Kevin & Richard

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Meet the team

Refract draws from the expertise of talented individuals from a wide spectrum of disciplines

Kevin Beales
Kevin Beales
Founder & CEO
Rich Smith
Richard Smith
Head of Sales
Paul Fleming
Paul Fleming
Co-Founder and Chief Technology Officer
Adam Moses
Adam Moses
Head of Customer Success
Al Armstrong
Al Armstrong
Customer Success Manager
Jenni Byers
Jenni Byers
Customer Success Manager
Cassie Wilcox
Cassie Wilcox
Customer Success Manager
Matt Hayman
Matt Hayman
Marketing Manager
Charley Telford
Charley Telford
HR Administrator
Mark Ackers
Mark Ackers
Head of New Business
Rachel Mackey
Rachel Mackey
Business Development Manager
Connor Parry
Connor Parry
Sales Development Representative
John Sutherland
John Sutherland
Sales Development Representative
Stuart Taylor
Stuart Taylor
Business Development Manager
Joe Beales
Joe Beales
SDR (Part Time...)
Annika Kular
Annika Kular
Sales Development Representative
Nia Woodhouse
Nia Woodhouse
Sales Development Representative
Swapna Binoj
Swapna Binoj
Software Developer
Jack Murrish
Jack Murrish
Software Developer
Irini Prokopiou
Irini Prokopiou
Junior Developer
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Get in touch

We'd love to hear from you! Please get in touch by email, phone, or through the form below