Atira Raises $17.5M to Automate Industrial Sales Engineering With AI

Munich-based AI startup Atira has raised $17.5 million in total funding to automate one of the most time-consuming processes in industrial sales: turning complex customer requests into technically viable and priced bids.

The company has closed a $15 million seed round led by Accel, alongside a previously undisclosed $2.5 million pre-seed round. UVC Partners, Fortino and BOOOM also participated, along with angel investors including Whirlpool Chairman and CEO Marc Bitzer and Celonis co-founder and co-CEO Bastian Nominacher.

Atira has not disclosed its valuation following the latest funding.

Tackling the paperwork behind industrial deals

Industrial companies selling fire trucks, railway equipment, EV charging systems and other complex products can receive customer requests containing thousands of pages of technical specifications.

Traditionally, sales engineers, technical specialists, lawyers and commercial teams spend weeks or even months reviewing documents, checking requirements and preparing technical and commercial proposals before a final price can be submitted.

Atira is targeting this process, which it calls industrial sales engineering.

The company estimates that sales engineering represents more than $128 billion in annual labour spending worldwide.

According to co-founder and CEO Florian Diegruber, this is one of the largest manufacturing workflows that has not yet been comprehensively automated.

AI agents connect sales and engineering workflows

Atira's platform integrates with existing CRM, ERP and configure-price-quote systems used by industrial companies.

Its AI agents analyse incoming customer requests, identify important requirements, flag specifications that a company cannot fulfil and generate technical documentation, configuration proposals and pricing options.

The platform is designed to combine AI automation with human expertise. When the system encounters questions that cannot be answered from available documentation, its AI agents can reach out to human experts through Microsoft Teams.

Atira also focuses on making AI-generated outputs verifiable. Users can review the sources behind an agent's responses, while the platform requires human confirmation before the outputs are finalised.

Early adoption across industrial customers

Atira launched commercially in November 2025 and has signed around 15 customers, according to CEO Florian Diegruber. The company says all of these customers are now using its platform in production rather than simply running pilot projects.

Five customers have more than 100 users on the platform.

Customers include ABB E-mobility and German industrial manufacturing company Chiron Group. Chiron reportedly has more than 70 employees using Atira and says the platform has helped it process inbound quote requests 80% faster.

Railway equipment manufacturer Robel says Atira saves approximately 95 hours of sales and engineering work per quotation request.

Building software for industrial dealmaking

Atira was founded in Munich in November 2024 by Florian Diegruber and August DuMont Schütte. Diegruber previously worked as a commercial lead at Palantir, while DuMont Schütte previously worked as a machine learning software engineer at Google.

The founders began working together around the broader idea of reindustrialising Europe and the US before focusing on industrial quoting software.

Atira now faces competition from established enterprise technology companies, consulting firms and emerging AI startups developing similar solutions. However, the company believes its focus on industrial-specific knowledge, integrations and human verification can help it stand apart.

With $17.5 million in total funding and growing adoption among industrial customers, Atira is positioning AI-powered sales engineering as a new layer of automation for complex industrial businesses.