Founders Taylor Galbraith, Brooke Roney, and James Biesinger are on a mission to transform the way sales teams learn and grow. Through their company, Parlay, they are building an AI-powered sales coaching platform that provides leaders with complete visibility into every pitch and helps reps improve in real-time.
“Sales coaching has always been too slow,” Galbraith said. “We’re not just recording conversations. We’re scoring pitches, giving targeted feedback, and helping reps ramp faster. That’s something other companies in the industry are afraid to touch.”
For help turning their vision into a scalable business, the founders enrolled in the Master of Business Creation (MBC) program at the University of Utah’s David Eccles School of Business. The founders have said the program has reshaped how they think about their business, and it has accelerated their growth.
“The MBC has been perfect for us,” Galbraith said. “It’s the first time I’ve really understood financial models and how money flows through a business. Our mentor, Paul Brown, meets with us weekly and has been invaluable in helping us structure and scale.”
“The program is brutally honest,” Roney added. “If what you’re doing isn’t good, they’ll tell you. That kind of feedback is rare, and it’s exactly what we need to grow.”
Parlay’s story began in March 2025, when the three founders realized they were each independently exploring similar ideas. Galbraith, a developer with a background in advertising and programming, had been experimenting with sales enablement tools on the side. Roney, a serial entrepreneur with experience in product design and influencer marketing, and Biesinger, a seasoned sales operator, were also looking at ways to improve coaching in the industry. They decided to join forces. Within a month, Galbraith had built the first version of Parlay, and the team successfully landed their first client. By the end of three months, they had scaled to meaningful monthly recurring revenue. Today, Parlay is on track to reach significant annual recurring revenue next year, with commitments from current clients.
Initially focused on Utah’s door-to-door sales industry, Parlay quickly broadened its vision. The company is now building an AI-first sales platform designed for speed and efficiency, powered by a small, fast-moving team with exceptionally short turnaround times. Parlay’s upcoming web platform integrates with CRMs and supports both direct and virtual sales teams, enabling door-to-door reps, inside sellers, and remote teams to communicate seamlessly across phone, Zoom, and demo calls. This dual focus on direct and virtual sales, combined with a communication layer unlike anything else in the space, sets Parlay apart from competitors that typically specialize in only one sales motion. Built by salespeople who understand the realities of the industry, Parlay pairs rapid execution with bold, urban branding that breaks from traditional SaaS norms. The team believes this combination of AI-driven technology, fast development, and authentic positioning gives them a meaningful competitive edge.
In just nine months, Parlay has already achieved notable milestones. At a recent pitch event at the Alta Club in Salt Lake City, the team secured the largest investment of capital at more than two times that of any other company presenting. “These early wins show that the market sees value in what we’re doing,” Galbraith said. “We’re proving that sales coaching can be faster, smarter, and more effective.”
Looking ahead, the founders plan to scale through trade shows and industry events while refining their platform for both new and experienced reps. Long term, they see opportunities to expand into unexplored areas of sales enablement, including integrating new tools to keep reps engaged and effective. “We want to build a baller team,” Galbraith said. “Not thousands of employees, but a small, elite group that can execute at a high level. And ultimately, we want to own a meaningful share of the market.”
With real-time coaching, bold branding, and a clear vision for the future, Parlay is redefining how sales teams learn, compete, and close deals.
Learn more about Parlay at goparlay.io.
Taylor Galbraith, Brooke Roney, and James Biesinger are the founders of Parlay.
