Soda wants to be the memory layer for sales teams, quietly logging every customer interaction

London‑based startup Soda has introduced a new tool aimed at customer‑facing teams, pitching itself as a “memory layer” that sits on top of traditional CRM systems. Rather than replacing your existing customer relationship management platform, Soda focuses on what CRMs often miss: the subtle details of conversations and the informal promises that live only in a rep’s head. The product is currently available in private beta.

Soda connects to the tools sales and support teams already use — email, calendars, and video‑meeting platforms — and uses AI to extract and organize key topics from those interactions. Instead of forcing reps to open another app and type notes, it quietly builds a searchable record of things they’re likely to need later: the customer’s open concerns, side comments about competitors, or a small feature request mentioned at the end of a call.

The company stresses that Soda is an overlay rather than a replacement for CRM, designed to turn highly personal customer knowledge into a shared asset that survives employee turnover. As B2B SaaS vendors compete more on relationship quality and less on raw feature lists, a lightweight “second memory” for every conversation could become an appealing add‑on for revenue teams.