HowToRobot.com Secures Strategic Investments to Expand Global Robotics Marketplace and Automation Platform
HowToRobot.com, a Denmark‑based digital marketplace that connects businesses with robotic and automation suppliers around the world, has attracted multiple strategic investments as the company accelerates growth and expands its platform to make robotics more accessible for companies of all sizes. HowToRobot’s mission is to simplify the complex process of identifying, sourcing, and implementing automation solutions by matching buyers with a global network of more than 20,000 suppliers through digital tools and expert guidance.
In December 2025, HowToRobot announced a strategic capital investment from Holman, a global automotive services leader, as part of its Series A funding round. The collaboration with Holman is designed to help companies lower the cost, complexity, and time required to deploy robotics and industrial automation at scale, particularly in key markets such as the United States and the United Kingdom. Holman’s emerging robotics division combines solution design, flexible financing, and lifecycle asset management, enabling customers to adopt automation with fewer financial and technical barriers. Through this partnership, HowToRobot and Holman aim to provide an end‑to‑end pathway — from planning and sourcing to deployment and scaling automation solutions across industries.
The strategic investment by Holman will support HowToRobot’s continued development of its platform, including enhancements to its AI‑driven quotation tools and digital workflows that guide customers from defining their needs to selecting the right vendor. This capital infusion also backs the company’s transition toward a Software as a Service (SaaS) model and the expansion of its commercial operations in several global markets, reflecting HowToRobot’s ambition to serve as a comprehensive automation marketplace.
In addition to the Holman investment, HowToRobot recently welcomed Humanoid Global Holdings as a strategic investor in the ongoing Series A round. Humanoid Global, a publicly traded robotics and technology company, has committed capital to support the shared vision of making automation more accessible and easier to adopt for businesses across sectors. The partnership focuses on strengthening HowToRobot’s platform by expanding AI‑driven project scoping and quotation capabilities, developing additional self‑service workflows for small and medium‑sized enterprises (SMEs) and large corporations alike, and growing the company’s presence in key markets. Humanoid Global’s investment underlines confidence in HowToRobot’s approach to bridging the gap between automation demand and supply.
HowToRobot’s growth trajectory has been shaped by earlier strategic moves that attracted investor interest. In April 2024, the company merged with Gain & Co, an independent robotics advisory firm, to create a more comprehensive global automation platform. That strategic merger was accompanied by an investment from Sagitta Ventures, which took a seat on the company’s board. Sagitta Ventures’ backing helped fuel the expanded platform’s global reach, enhanced advisory capabilities, and deeper market insights. This combination of marketplace and expert advisory services positions HowToRobot to address the needs of businesses that require both impartial guidance and transparent access to automation suppliers.
HowToRobot’s core platform provides companies with tools to define requirements, benchmark pricing, and compare solution proposals from qualified suppliers, enabling customers to streamline automation sourcing and implementation. With more than 20,000 automation providers in its network, the marketplace aims to cut automation costs for customers and shorten the time required for deployment by streamlining evaluation and selection processes. The platform’s AI‑enabled features, which include automated quotation generation and structured project briefs, help buyers clarify their needs and accelerate engagement with suppliers.
Executives from HowToRobot have emphasized that the company’s strategic partnerships are critical to advancing its mission of democratizing access to robotics and automation. By combining robust digital tools with strategic investor support, HowToRobot is well‑positioned to support organizations as they adopt automation to improve productivity, address labor shortages, and enhance competitiveness in an increasingly technological landscape. The new investments from Holman and Humanoid Global, along with existing support from Sagitta Ventures, provide financial backing and strategic resources that will enable HowToRobot to scale its platform, broaden its service offerings, and explore new opportunities in global markets.
As interest in robotics and industrial automation continues to grow, HowToRobot’s funding and strategic partnerships underscore the importance of digital marketplaces and advisory solutions in helping businesses navigate complex automation decisions. The company’s latest financing activities strengthen its position as a key enabler of automation adoption worldwide and reflect broader investment trends in robotics and AI‑driven industrial tools.
