Xpertly

Xpertly.ai, Inc., doing business as Rocksalt, is a developer of an AI-powered platform designed to enhance B2B marketing by turning a company's internal subject matter experts into online influencers. Founded in October 2023 by siblings Arjun and Anita Moorthy and co-founder Ajoy Sojan, the San Francisco-based company aims to address the shift in buyer behavior away from traditional search engine discovery towards social feeds and professional communities.

The founders' backgrounds are central to the company's strategy. Arjun Moorthy previously served as a VP at HubSpot and founded The Factual, a news rating engine acquired by Yahoo, where he later led the AI Newsfeed. Anita Moorthy brings senior marketing experience from roles including VP of Marketing at Cleverly and also worked at The Factual. Their combined expertise in product, AI, and marketing was a key driver for starting Rocksalt, recognizing that conventional SEO marketing is becoming less effective in the AI era.

The platform operates on a SaaS model, serving B2B companies by identifying high-value conversations on professional networks like LinkedIn and Slack. It then guides a company's experts to engage in these discussions, helping them to build credibility and brand awareness authentically. Rocksalt's AI understands user intent beyond simple keywords and includes features to assist with crafting non-generic comments, enabling users to manage their engagement in about 10 minutes per day. The company offers its service to paying customers such as Tamr, Zocks, and NinjaCat, and also has a large base of free users on its LinkedIn and Slack products.

In July 2025, Rocksalt secured $3.5 million in a seed funding round led by Lightspeed Venture Partners, with participation from Defy.vc and several angel investors. This capital is intended to fund expansion to other platforms like Reddit and Discord and to develop capabilities for creating and repurposing content at scale.

Keywords: B2B marketing, expert-led marketing, social selling, AI marketing, lead generation, brand credibility, inbound marketing, content strategy, LinkedIn marketing, community engagement