Who we are
GTM, rebuilt for the AI era.
Empra Labs rebuilds the work behind growth. We design and run the data, outbound, paid media, CRM and AI systems that turn cold markets into predictable pipeline. Process first, AI second.
The philosophy
The tools were never the problem. The work underneath is.
Most teams already own the stack: CRM, email, LinkedIn, ads, dashboards, AI accounts. What breaks is the work that runs through them. Messy data, generic outreach, leaky follow-up, reporting nobody trusts.
We fix the process first, then point AI at it. That order is the whole point. Automate a broken motion and you get broken outcomes faster. Rebuild the motion and AI compounds it every week.
The compounding
From one broken playbook to a motion that compounds.
Two years from a single broken playbook to owned infrastructure, standing agents and a shipped product. Here is how it stacked up, quarter by quarter.
Where we were
The start
It started with two operators.
Two GTM operators, one shared conviction: the work behind outbound was broken, and the fix was to rebuild it from scratch. That was the whole of it. Empra began.
We built our first tool, and pointed AI at it.
To personalise leads at volume we built our first in-house tool, our opening move into using AI at scale. It read context, not templates, and wrote outreach that sounded human.
First in-house AI toolEight clients, and a lot of things that did not work.
By 31 December we had eight clients live and 81,000 emails sent. It looks clean written down, but it was a grind of dead sequences, failed angles and hard pivots that taught us what to keep.
81,000 emails · £0.9M generatedOutbound went multi-channel, and we walked into ABM.
We added LinkedIn outreach, then ran our first paid ads at a client's request. The steep part was LinkedIn ads, where we could target an email list directly, and that became our first real account-based motion.
First ABM motionWe rebuilt a client's entire CRM around our enrichment.
The Q1 client came back. They asked us to rebuild their CRM on our now-sophisticated AI-at-scale enrichment, and to cut time-to-lead while lifting conversions. The month after, close rate was up 56%.
56% close-rate upliftWe moved email onto our own private servers.
Email outbound came off shared platforms and onto our own custom infrastructure, private servers we control end to end. Deliverability stopped being someone else's variable.
Private sending infrastructureOur first agents shipped, to make SDRs better, not redundant.
After running mini-agents on our own internal tasks, we deployed our first two agents for two clients. The point was leverage: their SDRs spent the freed hours on more calls and bigger accounts.
2 agents · 2 clientsA shipped product, and our first seminar.
We launched our first production-grade app, ReplyLabs, and ran our first training seminar for a 40-employee SMB. From doing the outbound, to building the systems and teaching the craft.
ReplyLabs live · 40-person seminarHow we work
Four principles that run every build.
Process before tools
We rebuild the motion first, then point AI and software at it. Automating a broken process only breaks it faster.
Every engagement starts with the work, not the software. We map how data, outreach and follow-up actually flow, fix what leaks, and only then layer in automation. That order is what makes the outcomes compound instead of multiply the mess.
Results, logged
Every system we build ships with clear metrics. Pipeline, conversion, time saved, revenue. No vanity numbers.
We measure success through concrete outcomes: pipeline generated, conversion rates, hours saved and revenue impact. Every motion comes with KPIs and regular reviews so performance is visible and improvable, not a black box.
Built with you
We work as an extension of your team, learning your systems, goals and constraints before we touch anything.
True partnership means transparent communication, shared decisions and long-term thinking. We invest the time to understand your business context and team dynamics so what we build fits the way you actually operate.
AI second, never last
We stay at the frontier of GTM tooling so AI works for you the moment a process is ready to carry it.
We continuously test emerging tools, models and integrations. As early adopters we know which AI capabilities are production-ready and which are hype, so the systems we hand you use the right tool for the job, not the loudest one.
The track record
Proof, not promises. Every outcome logged.
Trusted by teams like
Our team
The founders behind the build.
Hugo Dupont
Co-Founder & CEO
Hugo is the co-founder of Empra Labs. When Google and Microsoft changed the rules on email sending, he built the original outbound system that became the foundation of Empra Labs. With a background in customer success, sales strategy and startup growth, he blends commercial insight with technical execution to deliver systems that scale.
George Leveson
Co-Founder & CRO
George is the co-founder of Empra Labs, leading commercial strategy and scaling outbound operations. With a background in B2B sales, partnerships and revenue growth, he brings a sharp commercial lens to everything from campaign strategy to infrastructure decisions, helping clients turn cold outreach into predictable pipeline.
The infrastructure
We don't rent the stack. We build it.
A complete deliverability stack, refined across millions of sends, from DNS configuration to custom sending infrastructure on dedicated servers.
Infrastructure and partnerships
We own the infrastructure
From mailbox setup to inbox placement, we control every layer of deliverability rather than renting someone else's stack.
We warm and maintain it
Google Workspace, Microsoft Outlook or our own SMTP servers. We configure, warm and monitor everything so sends land in the primary inbox.
We log every outcome
Every send, open, reply and conversion is captured, so the next campaign is built on evidence rather than guesswork.
A spin-off story, brought home
We started AutomateGTM, then brought it under one roof.
AutomateGTM began as its own venture, building GTM automation for other teams. It was chasing the same thing we were: ridiculously simplifying GTM to a science. So we brought it under one roof with Empra. One team, more compounding.
Let's rebuild your pipeline.
Book a 15-minute call. We will show you where your GTM motion leaks, what to fix first, and what it is worth.