HowToRobot has secured a strategic capital investment from Holman as part of its Series A financing, establishing a collaboration focused on supporting the adoption of robotics and industrial automation for customers in the United States and other international markets. The investment links HowToRobot’s automation sourcing platform with Holman’s recently established robotics division, combining software, advisory services, financing, and asset management capabilities.
HowToRobot operates an online platform that connects businesses with automation suppliers and provides advisory support aimed at defining project requirements and managing deployment. The company reports that its platform includes more than 20,000 suppliers and is designed to help organizations evaluate robotics solutions and coordinate implementation. Holman’s robotics division integrates solution design, financing options, and lifecycle asset management, extending the company’s broader experience in managing complex assets into the automation sector.
Holman is a global provider of automotive and fleet-related services that has expanded its operations to include robotics and automation. Through the collaboration, the two companies intend to offer an end-to-end approach that spans planning, deployment, and ongoing management of automation systems, with an emphasis on reducing operational and financial barriers for customers.
“We’re extremely proud of the investment Holman is making in our company,” said Søren Peters, chief executive officer of HowToRobot. “There is a significant need in the market for making robotics and automation more accessible. The Holman Robotics team certainly shares this strategic vision, and together we look forward to helping customers embrace automation much faster while also eliminating the usual financial and technical roadblocks.”
The funding will support HowToRobot’s continued development of its platform, including enhancements to its AI-based quotation tools and digital workflows that guide customers from initial needs assessment through supplier matching and quote comparison. The investment is also intended to support the company’s transition toward a software-as-a-service business model and the expansion of its commercial operations in markets including the United States and the United Kingdom.
“For more than a century, Holman has been at the forefront of embracing innovative technologies that have the potential to deliver additional value to our customers,” said Joe Foster, vice president of robotics at Holman. “This investment and collaboration with HowToRobot will further strengthen our robotics offering, allowing Holman to leverage decades of experience managing complex assets to deliver a holistic approach to automation that bundles hardware, data integration, management software, and ongoing support into a single, streamlined solution.”
