Spiich Raises €3M to Build AI Agents for Non-Selling Sales Work

Stockholm-based sales technology startup Spiich has raised €3 million in Seed funding to build AI agents that automate the work surrounding sales while keeping human sales representatives responsible for the actual customer interaction.

The round was led by Copenhagen-based Ugly Duckling Ventures, with Alliance VC and Cherry Ventures joining as new investors. Existing investor Ampli Ventures, which led Spiich's €600,000 pre-Seed round in November 2025, also participated.

The latest financing brings Spiich's total funding to €3.6 million.

Angel investors from companies including Lovable, Neo4j, Tandem Health and OpenAI also participated in the latest round.

Founded in Stockholm in June 2025 by CEO Johan Torssell and CTO Dennis Hadzialic, Spiich is taking a different approach from AI sales platforms designed to replace salespeople entirely.

Its AI agents are intended to handle the administrative and preparation work around sales, while humans remain responsible for communicating with prospects and customers.

Automating the Work Around Sales

Spiich's product is designed around a simple observation from founder Johan Torssell's conversations with thousands of sales representatives.

Since beginning work on the company, Torssell says he has spoken with approximately 2,500 to 3,000 salespeople.

The conversations showed a gap between the parts of sales that representatives enjoy and the tasks they actually spend significant amounts of time performing.

Salespeople generally enjoy helping customers and interacting with prospects, according to Torssell, while many of the surrounding administrative activities are less appealing.

Spiich is targeting those less desirable tasks.

Its agents can identify companies and relevant messages, gather background information about prospects, prepare follow-up emails, update customer relationship management systems, record results, update sales pipelines and automatically create the next task.

The system is therefore positioned as an operational layer around human sales representatives rather than a replacement for them.

Humans Still Handle the Actual Sale

One of Spiich's defining characteristics is that its agents do not complete the sale themselves.

The company requires users to review messages before they are sent.

The AI performs the preparation and administrative work, while the salesperson remains responsible for the final communication.

This distinction is central to Spiich's product philosophy.

CEO Johan Torssell describes the company as both a "system of intelligence" and a "system of action."

The intelligence component helps determine which companies and messages matter, while the action component carries out the operational tasks required to move a sales process forward.

For sales teams, this could mean spending less time maintaining CRM records and preparing follow-ups and more time interacting directly with customers.

A Different Approach to AI Sales Agents

Spiich's positioning differs from companies that market AI agents as replacements for human sales representatives.

Torssell specifically contrasts Spiich's approach with companies such as 11x and Artisan, which have promoted models centered on using AI agents instead of hiring human salespeople.

Spiich takes the opposite position.

The company argues that customers continue to value human interaction and that the salesperson should remain involved in the actual customer relationship.

Its AI is therefore focused on removing repetitive work rather than removing the human representative.

This places Spiich in a different category within the rapidly developing AI sales market.

Funding Round Closed in Two Weeks

Spiich's latest funding round was completed quickly.

According to Torssell, the startup received its initial term sheet from Ugly Duckling Ventures after approximately two weeks.

Ugly Duckling Ventures led the €3 million round, joined by Alliance VC and Cherry Ventures as new investors.

Ampli Ventures, which previously led the company's €600,000 pre-Seed round, also participated.

The startup has now raised €3.6 million in total funding.

The latest financing gives Spiich additional resources to expand its team and continue developing its AI sales infrastructure.

Rapid Team Growth

Spiich has also expanded rapidly since its founding.

Until February 2026, the company consisted only of its two co-founders, Torssell and Hadzialic.

By summer, the team had grown to four people.

It now has eight employees and plans to continue hiring.

The company is headquartered in Stockholm and has operations spanning the Nordics as well as Panama, Colombia and Brazil.

Its international footprint reflects the company's focus on serving sales teams across multiple markets.

More Than 50 Customers

Spiich currently serves more than 50 customers across more than 15 countries.

Its customer base includes NORNORM, ProfitMetrics, Zaver, Airmee, Rebaba and Epiminds.

The company says much of its growth has come through word of mouth rather than a large-scale marketing strategy.

Although Spiich has not disclosed its revenue figures, Torssell reported month-on-month growth of more than 100% during early 2026.

The company also reports net revenue retention of 160%.

Net revenue retention measures how much recurring revenue a company retains and expands from its existing customer base over time, taking upgrades, downgrades and churn into account.

A 160% figure indicates that the company is generating substantially more recurring revenue from its existing customer cohort than it previously did, according to the company's reported metric.

Targeting the Non-Selling Work

Spiich's product is built around the idea that sales technology should remove administrative work rather than add another system for representatives to maintain.

The company argues that many sales tools promise to save representatives time but ultimately require sales teams to keep another platform updated.

Ugly Duckling Ventures General Partner Louise Lachmann said Spiich stood out because its technology handles the non-selling work rather than simply assisting sales representatives with it.

This includes keeping the CRM updated, preparing follow-ups, researching prospects and organizing the next actions.

The result is intended to be a sales workflow where the AI handles operational preparation while the salesperson remains focused on the customer.

A Growing AI SDR Market

Spiich is operating in a rapidly expanding AI sales development representative market.

The source cites forecasts projecting the AI SDR market to grow from $5.81 billion in 2026 to $17.58 billion by 2030.

Investment in AI sales automation has also accelerated as startups develop agents capable of prospecting, outreach and workflow execution.

However, Spiich's approach is based on maintaining a clear human role in the selling process.

Rather than attempting to automate the entire sales relationship, the company is focusing on the tasks that happen before and after human interactions.

Competition in AI Sales

Spiich identifies Rox and Monaco as its primary competitors.

Both are US-based companies using agent-driven approaches to automate larger portions of the sales process.

Rox launched with $50 million from Sequoia and General Catalyst, while Monaco raised $50 million in a Series B in May 2026 and has raised more than $85 million in total, according to the source.

Spiich's approach differs by keeping humans at the center of the customer-facing part of the sales process.

The company is effectively betting that AI can improve sales productivity without removing the human relationship from the transaction.

The Road Ahead

With €3 million in new Seed funding, Spiich is preparing to expand its team and continue developing its AI agents.

The startup has grown from two founders to eight employees in approximately 10 months and now serves more than 50 customers across 15 countries.

Its reported month-on-month growth of more than 100% during early 2026 and 160% net revenue retention point to growing adoption among its existing customer base.

The company's core proposition remains focused on a specific part of the sales workflow: automate the research, preparation, administration and follow-up while leaving the actual customer relationship to humans.

As AI sales tools increasingly move toward autonomous prospecting and outreach, Spiich is pursuing a model where the technology works behind the salesperson rather than replacing them.