Handhold, a Tallinn-based AI-agent platform that turns guests into prospects with out gross sales reps, right this moment introduced a €3 million Seed spherical to speed up go-to-market efforts and see its brokers shift from changing results in managing purchasers’ total buyer base.
The spherical was led by Entourage Capital, with participation from Inovia Capital and e2vc. Angel buyers embrace Markus Villig (founding father of Bolt), Ott Kaukver (former CTO of Twilio), Harsh Sinha (CTO of Smart), and Janer Gorohhov (founding father of Veriff).
Pieterjan Bouten, Companion at Entourage Capital, mentioned, “Georg and Uku are constructing a system that opens up fully new enterprise fashions and helps firms validate what’s working about their gross sales movement and what their prospects want. The early traction is an indication that they’re on to one thing and we’re excited to assist them redefine how software program will get bought in the longer term.”
Based in 2023 by Georg Vooglaid (ex-Passbase, ex-Seedcamp) and Uku Tammet (ex-Smart), is an AI-agent platform that helps software program firms automate the complete inbound buyer journey, from first interplay to renewal. Handhold employs private AI account managers that qualify leads, conduct demos, and activate customers across the clock, enabling distributors to offer high-touch purchaser experiences with the price effectivity of self-serve fashions.
The corporate states that software program patrons are actually extra knowledgeable and prepared than ever, anticipating fast entry and tailor-made help. Nevertheless, they typically encounter pointless demo calls, generic onboarding processes, and a number of handovers.
Handhold believes that AI will blur the traces between advertising, gross sales and success, and corporations will begin to leverage digital account managers to offer absolutely tailor-made, steady journeys to their prospects.
In line with Handhold, when promoting software program, firms select between product-led and sales-led motions. The selection comes all the way down to setup complexity, product depth and value level. “However when there’s a mismatch between the components, neither movement works cleanly: product-led results in low activation and excessive churn, whereas giving a devoted gross sales rep to each SMB account isn’t economically viable,” the corporate talked about within the press launch.
Vooglaid skilled this firsthand. As a income chief on the identity-verification firm Passbase, he developed relationships with the corporate’s greatest purchasers throughout validation and managed them personally via retention and upselling. Whereas efficient, he witnessed that this method was economically viable just for the highest three accounts.
“With our greatest shopper, I used to be accessible on WhatsApp 24/7. If we might’ve, we might’ve appreciated to give that degree of consideration to each buyer, however there was no method we might afford to workers it. With AI brokers, the economics work. You can provide a ten-person startup a private account supervisor that works across the clock, in any language, with out truly rising headcount,” mentioned Georg Vooglaid, co-founder and CEO, Handhold.
Handhold claims that whereas its brokers are taking good care of advancing the highest of the funnel and shutting smaller purchasers, gross sales groups can absolutely deal with constructing relationships with mid-market and enterprise accounts.
To offer the customer the impression of all the time interacting with the identical account supervisor, three brokers share duties behind the scenes: one manages textual content Q&A and lead qualification, one other conducts voice demos customised for every prospect, and a 3rd works contained in the product to tailor the activation path for brand spanking new customers.
Though the customer is just not required to make use of all three brokers, context is exchanged amongst them, and every following agent adapts to what the earlier one has already found, notes Handhold.
Handhold soft-launched in September 2025 and grew to a “sturdy” six-figure ARR run fee by year-end. The platform is working with greater than 15 prospects, and the corporate experiences that they’re witnessing sturdy early outcomes.
