Luster raises $3 million to help sales teams improve and impact revenue.

Indianapolis startup Luster has raised $3 million in seed funding to expand its platform, using artificial intelligence to help sales and other customer-facing teams avoid mistakes that can cost deals and revenue.

The round was co-led by Indianapolis venture firms Ivy Ventures and High Alpha. Luster said the funding will be used to accelerate product development, add workflow integrations, and hire staff as demand for the tool grows.

Founded in 2024, Luster positions itself as a “predictive enablement” platform that analyzes individual sellers’ skill gaps, forecasts where those gaps are likely to surface in upcoming conversations, and delivers targeted practice and coaching before meetings. The company contrasts that approach with more common reactive tools that analyze calls after they have occurred.

Luster’s materials cite performance improvements from users—including higher average contract values, faster ramp times, and increased conversion rates—and say customers have avoided thousands of “revenue‑impacting mistakes.” One early customer, Panorama Education, described the product as a daily primer “to shake off the cold-calling cobwebs before a power hour, test new messaging or objection-handling strategies, and fuel a culture of coaching and experimentation, according to their Head of Revenue Enablement, Maya-Luisa Galvan. 

The product integrates with calendars and customer relationship management (CRM) systems to surface relevant practice ahead of important calls, providing  manager dashboards and AI-driven coaching plans. The company claims its platform can deliver short, simulation-based drills and role-plays tailored to buyer personas and sales stages.

In the announcement, High Alpha partner Mike Langellier and Ivy Ventures partner Scott Kraege both praised Luster’s real-world sales experience and the potential to make coaching more proactive.

Luster’s CEO, Christina Brady, said that her two decades of sales leadership experience were prime motivation for building a tool that anticipates mistakes rather than reacts to them. "What I needed, and couldn't find, was a solution that could diagnose each rep's unique skill gaps, analyze upcoming calls to predict where they might make a mistake, and then deliver prescriptive enablement and upleveling ... that's exactly why we built Luster."

The startup did not disclose revenue figures or detailed customer counts in the announcement, but with this seed round they join a growing group of AI-first startups targeting operational improvements for revenue teams.