Product compliance is unavoidable for any company selling physical goods across markets, yet much of the work remains manual, complex and tied to individual jurisdictions. Regulations, materials, testing, labelling and documentation can all change depending on the product and where it is sold.
That is the problem Complir is going after with AI, and investors are backing the thesis. The Copenhagen-based company has raised an $11 million seed round led by General Catalyst, with True, Vendep Capital, SV Angel and Liquid 2 joining.
In a new EUVC conversation, Gustav Bang, Co-founder and CEO of Complir, joins Andreas Munk Holm to discuss how the company found the problem, what Y Combinator Spring 2026 changed for the team and where product compliance could go next.
Finding an AI problem in a highly manual workflow
The idea for Complir came from time spent inside Flying Tiger Copenhagen, observing how product compliance worked in practice.
Hundreds of new products had to navigate different requirements across markets, involving compliance, quality, regulatory and packaging teams. Mistakes could mean repeating work or, in more serious cases, product recalls.
That complexity is part of what makes the category attractive to Complir. Gustav argues that physical product compliance combines difficult, domain-specific decisions with a large amount of repetitive manual work, making it particularly well suited to AI.
Complir now uses AI agents across workflows including risk and safety assessments, labelling, testing requirements and documentation.
YC, speed and the bigger ambition
Complir entered Y Combinator Spring 2026 with an existing product and sales operation. One of Gustav’s biggest takeaways was to spend less time debating decisions and test them faster with customers, including pricing.
“The purpose is you have to do it a lot and you have to do it really fast.”
The company returned to Europe after YC, with its main engineering team in Copenhagen, while trying to preserve that culture of intensity and rapid iteration.
Longer term, Gustav sees the opportunity going beyond automating individual compliance tasks. His ambition is a single system of record that lets retailers understand what is required to sell safe, compliant products across markets.
As he says of that infrastructure today:
“Today it just doesn’t exist.”
Watch the full conversation to learn how Complir is using AI agents across risk assessments, labelling, testing requirements and documentation to help retailers launch products across markets.
