Phave in ninety seconds

Everything you need to know about Phave

What Phave is

Phave is AI-native marketing automation. Unlike legacy marketing automation platforms that use rules and flowcharts, Phave's AI reasons about every person, account and buying group, so marketers describe what they want and Phave works out the rest.

Rules are good at what must be true. But they can't handle ambiguity and are bad at choosing what is best.

Phave went GA in August 2026 and launches publicly on 23 September 2026. It was founded by Jon Miller, co-founder of Marketo and Engagio, and Nick Bonfiglio, co-founder and CTPO, who ran product and engineering at Marketo.

Fifteen enterprise development partners guided the build. Phave is used by enterprise marketing teams including SambaNova, SPS Commerce, Telarus, mabl, Servion, and Hypha.

What Phave replaces

Marketo, HubSpot, Pardot and Eloqua.

Phave does not replace your CRM. It syncs people, accounts and opportunities two ways with Salesforce, HubSpot or Attio, and more than one CRM can run in a single subscription.

What makes Phave different

Legacy platforms decide by rule. Who belongs in a segment, what a lead is worth, which email comes next: each one is something a specialist wrote in advance. Rules cannot handle ambiguity, so teams end up collapsing dozens of kinds of buyer into two or three nurture tracks.

Phave reasons instead. It uses all the context it knows about a person, their account and their buying group, and works out the answer when the decision comes up.

Playlists

Every person has one, covering the next 30 days. It is the sequence of touches most likely to reach the objective you set, ordered and timed for that individual. Your campaigns are the albums. Phave mixes them into the right order for each person.

Air Traffic Control

Before anything goes out, Phave reviews everything planned for that person across every campaign, then approves each touch, moves it to a better day, or holds it. No coordination meeting, no exclusion lists.

Buying groups

The committee behind a deal is a record with its own score and lifecycle stage, showing which roles are filled and which are missing. One account can carry several at once, each with its own score and its own journey stage, which is what post-sale marketing needs.

Deep but not difficult

You describe campaigns, audiences, automations and scoring in plain language. Marketing operations writes Skills, the standing instructions for how your team does things, and Phave follows them from then on. No certification, no ticket queue.

Maestro has 319 governed tools over your own data, reachable inside Phave or from Claude, ChatGPT and Slack over MCP. An AI assistant connects as the person who consented and can do only what that person can do, and a send needs a signed-in human to approve it.

The requirements analysis

Phave scored 481 product requirements for itself and every major platform. The requirements came from six actual enterprise RFPs, five industry RFP templates and the Forrester Wave criteria for B2B revenue marketing platforms. Claude did the scoring, reading Phave's source code and each competitor's public documentation, 0 to 4 per requirement, each weighted 0 to 4 for how much it affects a buying decision.

  • Phave2.97
  • HubSpot2.46
  • Salesforce2.45
  • Marketo2.38
  • Eloqua2.32
  • Pardot2.03

On the 214 requirements weighted 3 or 4, Phave scored 3.16 against 2.56 for the nearest platform.

When scored 0 to 3 only, with no extra point for being ahead of the field:

  • Phave2.75
  • Salesforce MCAE+2.43
  • HubSpot2.42
  • Marketo2.34
  • Eloqua2.30
  • Pardot2.02

What it costs

Phave starts at $36,000 a year, priced on Monthly Active Playlists: the people who receive something from you in a given month. Legacy platforms price on database size, so you pay for records you never contact.

Every subscription includes unlimited accounts, buying groups and opportunities, ten users, AI scoring, and a set of Maestro fields that refresh automatically. There is no charge for tokens and no metered AI usage.

Learn more

  • See it

    phave.com/demo

  • Read the manifesto

    Seven Ways AI Changes What Marketing Automation Is

  • Phave Launch Event: The Future of Marketing Automation

    Tuesday 29 September 2026: Jon Miller and Scott Brinker of chiefmartec on what changes when marketing automation reasons instead of following rules, and a first public look at Phave. Register here.

  • 2 min video

  • Full detail for your AI

    phave.com/llms.txt