The QBR-prep tool that comes to you.

The intent is there — every AE wants to walk into a customer call already aware of what changed since the last conversation. The execution breaks under quota pressure.

The top performers maintain Google Alerts per account, follow company pages on LinkedIn, keep a QBR-prep doc updated weekly, and read sector trade press. Ten to thirty minutes of prep per call. Disciplined, time-expensive.

The median AE intends to set up Google Alerts, doesn't. Skims LinkedIn the morning of the call. Five minutes of preparation, mostly visual. The bottom third walks in cold and the customer notices.

The gap isn't motivation. It's that manual collection is the first thing to die when the pipeline is on fire.

Google Alerts is the de-facto status quo for “what's happening at my accounts”. It's also a noisy, decaying, partial view of the truth.

• It's noisy. Most hits are press-release SEO spam, syndicated wire copy, or unrelated mentions of any company anywhere with a similar name.
• It's slow. Google's indexer is inconsistent — alerts can lag days behind events; some news never gets indexed at all.
• It decays. Fifty accounts is fifty alerts is fifty emails a day in noisy weeks. AEs either ignore them or filter them to a folder they never check.
• The highest-signal events are invisible to it. Companies House filings, Contracts Finder awards, Find a Tender notices, the Gazette, regulatory enforcement, hiring spikes — Google doesn't index any of these reliably. So the strongest indicators of a budget shift, a leadership change, or distress don't reach you through Google Alerts at all.

The pitch for Thawly here is simple: like Google Alerts, but actually curated — and including the UK sources Google can't see.

The product is the daily email. There is no dashboard to log into, no per-account configuration, no manual setup at all.

You upload your book of accounts once — CSV or by connecting your CRM. Thawly resolves each company against the UK's authoritative business registry and starts watching. From that moment forward, every fresh event on your accounts that clears our filter becomes a digest item.

The filter is the point. Out of the noise — press releases about office moves, wire copy about industry trends, posts tagged for SEO — we keep the events that mean something to a sales conversation. A new CFO. A funding round. A contract win. A hiring spike. Late filings. Regulatory action. Each one time-stamped, sourced, and linked back to the public record.

For accounts you've flagged as active customers — or accounts your CRM has marked as Closed-Won — the digest skips the Claude-drafted message layer entirely. You get a heads-up: a short paragraph naming the event, the date, and the link. No salutation, no closer, no “we last spoke 18 months ago” opener. The heads-up is what you'd want to read before your next call — not what you'd paste into one.

For accounts you haven't won yet — prospects in active pursuit, target accounts, deals that closed lost — the digest adds a Claude-drafted re-engagement message. You copy, edit if you want, paste, send from your own inbox. We don't send on your behalf.

From the moment you upload, Thawly starts watching. We don't backfill — there's no “here's what you missed at Acme last quarter” magic. The product is forward-looking.

Most accounts see their first signal within a few days, depending on how active the company is publicly. A 100-account book typically produces 5–15 digest entries a week — enough that you're informed for every conversation, low enough that the email gets read.

On days when nothing fires, you get nothing. Not an empty digest, not a “here's some industry news” filler, not a weekly summary. Silence is the product.