Swedish startup Pit may have gained notice for some rage-bait social media posts, but it has also become another Stockholm AI startup to watch.
Pit is led by the cofounders of European scooter giant Voi including Voi CEO Fredrik Hjelm. He is joined by former iZettle and Klarna engineers. And it is now backed by a16z, which is leading the startup’s $16 million seed round. Stockholm, also home to Lovable, is one of the places where a16z has been actively looking for the next European unicorn.
Pit is going after enterprise AI with products intended to learn from the clients how their businesses run then create custom software to automate processes, Pit CEO Adam Jafer told TechCrunch.
Jafer left Voi last summer after a seven-year tenure during which the company scaled into a team of nearly 1,000 employees operating into 13 countries. From his engineering viewpoint, Jafer saw how AI has matured enough for enterprise use. Initially, he saw a chance to replace low-hanging SaaS tools with in-house apps, but he soon envisioned an opportunity beyond Voi.
“The aha moment for the bigger opportunity was when the models were no longer just chatbots that generate text, but became more agentic and could do things,” he told TechCrunch. Unlike competitors offering AI agent-building or vibe-coding products, Pit positions itself as an “AI product team as a service.”
Pit is entering a crowded market and hopes to differentiate itself by relying on two pillars: Pit Studio, which lets enterprise employees guide it through processes that could be handled by AI-generated software; and Pit Cloud, which, the startup promises, provides that software in a way that meets enterprise requirements on governance, certifications and auditability.
In mid-January, the startup started testing its plan with pilot customers in telecom, healthcare, logistics and other sectors, focusing solely on automating internal processes. “Nothing customer facing, no conversational AI, just pure back-office, service and …