SEK 10m · Other round · AI · Stockholm, Sweden
Stockholm-based Amanda AI has raised SEK 10m in financing from existing investors and shareholders, including Swedish investment company Spiltan and the startup's founders. Reporting traced to Breakit says the financing follows cost reductions under chief executive Charlotte Berg and will support the company's new operating direction, continued product development and entry into the UK.
Amanda AI sells software that automates performance-marketing work across Google, Meta and Bing. The company positions the product as an advertising robot: it analyses campaign results and adjusts bids, budgets, targeting and creative decisions rather than leaving those tasks to a marketer working separately inside each advertising platform.
Automation has to outperform the platforms
The customer proposition is labour and decision efficiency. A company can connect campaigns, define its budget and let Amanda continuously reallocate spend. Cross-platform coverage matters because a marketing team otherwise has to compare performance across several systems whose own optimisation tools are designed to maximise results inside one platform.
That creates a demanding benchmark. Google, Meta and Microsoft already automate bidding and targeting using data available within their own networks. Amanda must add value by making better decisions across channels, reducing manual work or giving smaller teams a level of campaign control they could not operate themselves. The independent layer is commercially useful only if it improves outcomes after its subscription cost and the risk of handing execution to another system.
Fresh capital for a leaner expansion
Dealroom.co reports that Amanda reduced headcount and moved to cheaper premises before raising the round. The SEK 10m should therefore be read as capital for a reset rather than evidence that the earlier operating model had already scaled. Entering the UK gives the company a larger market in which to test whether its leaner cost base and automated product can support growth.
Existing backers supplying the capital signals continued support, but the next proof points are operational: retaining customers, producing measurable returns across advertising platforms and expanding without rebuilding a labour-heavy agency model around the software. Amanda's advantage, if it emerges, will come from decision quality and repeatability rather than the broad AI label.
