Munich-based AI startup Atira has raised $15 million in seed funding to expand its platform for automating industrial sales engineering. The funding round was led by Accel, with participation from UVC, Fortino and Booom.
Several industry leaders also invested in the round, including Ann-Kristin Achleitner, Marc Bitzer, Markus Flik, and Bastian Nominacher, co-founder and co-CEO of Celonis. Atira also revealed that it had earlier raised $2.5 million in pre-seed funding.
Atira was founded in Munich in November 2024 by Florian Diegruber and August DuMont Schütte. The company is building an AI platform that helps industrial companies manage sales engineering work more efficiently.
The company mainly focuses on businesses that sell complex, customised products. Preparing a response to a customer request for quotation (RFQ) can take weeks or even months because many teams need to review technical, legal and commercial details.
Atira estimates that industrial sales engineering costs companies more than $128 billion in labour spending every year worldwide. Much of this work is still done manually, while important information and expertise are spread across different teams and software systems.
Atira’s platform connects with existing CRM, ERP and CPQ systems. It can review customer requests, identify important requirements and create outputs such as technical documents, product configuration suggestions and pricing options.
The platform also uses information from past projects and employee knowledge to reduce manual work and unnecessary handoffs between teams. Atira aims to help industrial companies respond to customers faster and reduce the time needed to prepare proposals.
“Sales engineering is one of the largest workflows in manufacturing that software has never truly automated. Today, critical commercial expertise is scattered across people, documents and disconnected systems. Atira is changing that by helping industrials turn expertise into a scalable capability and bringing AI into one of the most important processes in industrial organizations, “said Florian Diegruber, CEO and co-founder of Atira.
Atira will use the new funding to grow its go-to-market team, improve its product and expand into international markets. The company plans to make its platform more useful for industrial businesses.
Atira also plans to add new features for areas such as pricing intelligence, aftersales services and supplier coordination. These new tools will help the company support more parts of the sales and commercial process.
