Data is commoditizing. More providers, more alternatives, more coverage. On paper, that should make the data layer less interesting. But Yoni Tserruya, CEO and co-founder at Lusha thinks the opposite is true.

When data was consumed by a human, a bad record meant a wasted call. When data is consumed by an AI agent making autonomous decisions at scale, a bad record compounds. The agent routes wrong, scores wrong, prioritizes wrong. And it does it a thousand times before anyone notices. The problem isn't scale. It's that agents don't catch their own mistakes.

That's what pushed Lusha to make a deliberate call: move away from the all-in-one platform, go deeper into the data layer. API-first. Open by design. Usage-based pricing. No seats required. Because the next consumer of their data isn't a salesperson opening a browser tab. It's an agent calling an API at scale, with no patience for stale records.

Lusha turns ten this year. It started as a side project, a bootstrapped tool for pulling contact data mostly for recruiters, until Google called because it wanted to buy licenses. That was a decade ago. And the way Yoni tells it, the next decade doesn't look anything like the last one. Because the consumer of data is completely changing.