Atira raises $17.5M to bring AI orchestration to industrial sales

Munich-based AI
company Atira has raised $15 million in seed funding to expand its platform for
automating industrial sales engineering. The round was led by Accel, with
participation from UVC, Fortino, Booom and industry investors including
Ann-Kristin Achleitner, Marc Bitzer, Markus Flik and Celonis co-founder and
co-CEO Bastian Nominacher. Atira also disclosed a previously unannounced $2.5
million pre-seed round.

Founded in Munich in
November 2024 by Florian Diegruber and August DuMont Schütte, Atira is
developing an AI orchestration platform for industrial sales engineering, with
a focus on companies selling complex, built-to-order products.

Responding to a
customer request for quotation (RFQ) can take weeks or several months,
requiring sales engineers, technical specialists, legal teams and commercial
teams to review extensive specifications and prepare customised technical and
commercial documentation. Atira estimates that industrial sales engineering
accounts for more than $128 billion in annual labour spending globally, with
much of the work still relying on manual processes and expertise distributed
across different teams and systems.

Atira’s platform
works across existing customer relationship management (CRM), enterprise
resource planning (ERP) and configure, price, quote (CPQ) systems. It processes
incoming customer requests, identifies and comments on relevant requirements,
and generates outputs including technical documentation, configuration
proposals and pricing options.

By connecting existing systems with historical
project information and employee expertise, the platform is designed to reduce
manual handoffs and shorten the process from customer request to proposal.

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.

The new funding will
be used to grow Atira’s go-to-market team, accelerate product development and
support international expansion. The company also plans to extend its product
into adjacent commercial workflows, including pricing intelligence, aftersales
and supplier coordination.