Voi founders’ new AI startup Pit has become the latest rising star out of Stockholm

Emerging from Sweden's vibrant startup scene, the AI company Pit is capturing attention for its innovative approach to enterprise automation. Founded by the leadership team behind the successful scooter company Voi, including CEO Fredrik Hjelm, Pit has attracted significant investment, securing a $16 million seed round led by the prominent venture capital firm a16z. Pit is targeting the enterprise market with a suite of products designed to learn from clients’ operations and develop customized software to streamline processes. In a recent conversation with TechCrunch, CEO Adam Jafer shared insights on his vision for the company. After a seven-year stint at Voi, where he witnessed the scalability of AI technologies, Jafer recognized the potential for more advanced applications beyond simple SaaS tools. Unlike many competitors that focus on building AI agents or coding solutions, Pit distinguishes itself as an “AI product team as a service.” The startup is banking on two key offerings: Pit Studio, which allows enterprise employees to guide the AI in automating processes, and Pit Cloud, which delivers software that adheres to enterprise governance and compliance standards. Since launching pilot programs in January, Pit has targeted sectors such as telecom, healthcare, and logistics, concentrating exclusively on internal process automation. Jafer emphasized that the focus is on enhancing back-office operations rather than customer-facing solutions. "Our goal is to enable employees to concentrate on higher-value tasks by automating routine processes,” he stated. As Pit prepares for commercial expansion, it is actively recruiting solution engineers to facilitate enterprise adoption and meet customer expectations for efficiency and productivity. Jafer clarified that the company is not positioning itself as a means to reduce workforce numbers but rather to enhance the quality of work and reduce human errors. However, a recent LinkedIn post by Jafer sparked debate when he noted the absence of junior engineers at Pit, leading to a reassessment of the team's structure as they scale. He acknowledged the necessity of maintaining a diverse team, stating, “You need a good mix as you scale.” Hjelm, anticipating scrutiny over the team's composition, has publicly emphasized the inclusion of women in their workforce, despite initial appearances. This camaraderie among Voi's cofounders is evident as they reunite to embark on this new venture, with three of the original founders now involved in Pit. While Hjelm continues to lead Voi, his connections and entrepreneurial experience are already proving advantageous for Pit, particularly in securing investment from a16z. Jafer noted that their partnership with the firm was based on mutual recognition of potential rather than just financial need. As Pit positions itself within the European tech ecosystem, it aims to leverage its understanding of local industrial needs while addressing the growing demand for sovereign technology solutions. Jafer highlighted that alignment with EU standards is increasingly important for potential clients, reinforcing Pit's strategic approach in a competitive market.