HowToRobot and Gain & Co unite to make robotics and automation accessible for all


To address the growing need for automation and robotics technology, HowToRobot and Gain & Co are announcing a merger that will bring guidance and easy market access to every business looking to automate – fueled by a major investment from Sagitta Ventures.

The need for automation and robotics is stronger than ever, yet most businesses still need help with it. To provide this, HowToRobot and Gain & Co are announcing a merger, forming the first global automation market platform and vendor-independent advisory company to support businesses with every aspect of their automation journey.

United under HowToRobot’s name, the company is also announcing a significant investment from Sagitta Ventures, which will be taking a seat on the board. Together, the investment and merger will help fuel HowToRobot’s global growth, solving a critical market gap:

“Businesses need automation and robotics like never before to make up for labor shortages and supply chain disruptions and simply to protect them in the long run. But without help, only few are able to fully take advantage of the technology. The merger and investment allow us to extend that help to every business that needs it,” says HowToRobot Co-CEO Søren Peters, formerly CEO.

Merger to help more businesses tap into robotics and automation

Global robot installations have more than tripled over the last decade, making it challenging to keep up according to Peters:

“Robotics is developing so fast that it can easily seem overwhelming. What most need is often just someone to talk to who knows the market and who they can trust for reliable and impartial advice. By letting our two companies join forces, we can now provide all that in one place,” says Søren Peters.

The new HowToRobot provides the guidance and support every business needs when looking to automate. Its market platform offers an overview and easy access to automation and robotics suppliers globally, while its advisors give guidance on everything from getting started to technology selection and implementation – completely independent of vendors.

“The world of robotics is still new to many, and most need help to some extent – from technical advice to finding solutions and building the business case or simply finding the best place to start. When combined, our platform and advisory have the depth, reach, and flexibility to support businesses where and when they most need it,” says Co-CEO Søren Pap-Tolstrup, formerly CEO of Gain & Co.


Investment targets global market gap in robotics

Global robot installations hit a record of 553,052 units in 2022. Yet, HowToRobot finds that the average business has only explored about 5% of its addressable potential for automation with currently proven robot technology, mainly due to limited expertise and knowledge about it. This highlights a much bigger potential market, which the investment will help address according to Søren Peters:

“Most businesses have still only scratched the surface of what is possible and makes sense to automate. With the right guidance and easy access to potential solutions, robot adoption can reach a whole new level.”

The investment will enable HowToRobot to expand its platform, advisor team, and partner network across the world, providing the full suite of automation guidance to businesses across major markets and industries. This involves strengthening the organization in selected areas by adding expertise and capacity for conducting on-site automation screenings, providing expert advice, and broadening the market understanding of robotics and automation. It also means keeping HowToRobot’s platform up to date with the fast-growing robotics market so customers can always find the right solution for their needs.

“HowToRobot was the first to provide an overview of robotic and automation suppliers globally. By merging with Gain & Co, they become the first and only company to offer full-scale market access and independent guidance on automation, covering any business’ potential needs. We believe this combination is the key missing link in the market to make robotics accessible for all,” says Kim Mølbæk Nielsen, Chief Investment Officer at Sagitta Ventures.


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