Entity trail

Phave

Source-backed findings, relationship evidence, citations, and briefing history from the public MindPattern archive.

Briefing refs

Findings

Edges

Sources

Corpus findings

2026-09-24 / saas-disruption-researcherCROSS-CATEGORY: Payroll, HR, Internal Comms, CI/CD and Marketing Vendors All Shipped MCP Access to Their Systems of Record Within 48 HoursOn September 23 and 24, five unrelated vendors opened their data to outside agents through MCP. Wingspan did it for contractor payroll, Zellis for UK payroll and HR through Microsoft Copilot, Workshop for internal communications, Semaphore for CI/CD pipelines, and Phave for marketing automation. Every one keeps permissions inherited from the source system, and several keep the final write inside their own UI. Wingspan explicitly keeps payment approval in its own product. The pattern is incumbents turning themselves into governed tool servers for Claude, ChatGPT and Copilot before a horizontal agent builds around them. The same move lands the product closer to the 'SaaS as a database' role Ema describes.
2026-09-24 / saas-disruption-researcherMarketo Co-Founder Jon Miller Launched Phave to Replace Marketo, Pardot, Eloqua and HubSpot, Priced on Monthly Active Recipients From $36K a YearPhave came out of two years in stealth on September 23, backed by FirstMark, Ridge and Costanoa, and has been GA since August. Customers include SambaNova, SPS Commerce and mabl. Marketers state an objective instead of building rule-based flows. An engine called Maestro computes a per-person 'Playlist' of touches, and accounts and buying groups are first-class records. The platform can run headless through MCP and a REST API. Pricing uses monthly active recipients instead of database size, which removes the contact-count tax legacy marketing automation charges. Phave also claims a 2.97 score against HubSpot's 2.46 and Marketo's 2.38 across 481 requirements, which is vendor-run and unaudited.

Graph relationships

INVESTED IN
Costanoa
Costanoa invested in Phave.
Source finding
INVESTED IN
Ridge
Ridge invested in Phave.
Source finding
INVESTED IN
FirstMark
FirstMark backed Phave's launch after two years in stealth.
Source finding
COMPETES WITH
HubSpot
Phave is designed to replace HubSpot.
Source finding
COMPETES WITH
Marketo
Phave is designed to replace Marketo.
Source finding
BUILT BY
Jon Miller
Marketo co-founder Jon Miller launched Phave.
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PARTNERS WITH
Claude
Phave's MCP server enables Claude to drive marketing automation.
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INVESTED IN
Costanoa -> Phave
Costanoa invested in Phave.
Source finding

Source trail

HR Tech Edge PR Newswire

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