According to EU-Startups, Stockholm’s Spiich Labs has raised €600k in pre-seed funding to tackle the massive administrative burden facing B2B sales teams. The startup claims sales professionals spend 65% of their time on non-selling activities – a €300 billion global productivity drain. Founded in 2025 by Johan Torssell and Dennis Hadzialic, Spiich’s AI assistant reportedly eliminates 8+ hours of weekly administrative work through conversational commands that integrate with HubSpot, Attio, and Google Workspace. The funding was led by Ampli Ventures with backing from founders of Lovable, Tandem Health, Neo4j, Creandum, and OpenAI’s head of startups. Spiich already serves customers across 5 countries and aims to reach 2,000 sales professionals by the end of 2026.
The European AI sales automation boom
Here’s the thing – Spiich isn’t operating in a vacuum. They’re part of a much larger European trend where investors are throwing serious money at AI sales automation. We’re talking about €7 million across just four startups in 2025 alone. Belgium’s Bizzy grabbed €4 million, Denmark’s TODAY raised €1 million, and France’s Genial secured €1.8 million. That’s a lot of confidence in a space that’s historically been dominated by clunky CRM add-ons.
The “agent-first” promise vs reality
Now, Spiich is pushing this “agent-first architecture” narrative pretty hard. Emil Eifrem from Neo4j even called it “the template for how B2B software should be rebuilt in the AI era.” But let’s be real – we’ve heard this “rebuild from first principles” story before. Remember when every startup was going to “reinvent email” or “fix project management”?
The integration challenge is where these things usually fall apart. Sure, they work with HubSpot and Attio now, but what happens when a sales team uses Salesforce, Dynamics, and fifteen other tools? That’s where the “simple conversation” promise meets the messy reality of enterprise software stacks. And honestly, getting salespeople to actually trust an AI with their precious CRM data? That’s a cultural hurdle that no amount of funding can automatically solve.
The productivity paradox
Look, nobody disputes that sales teams waste insane amounts of time on admin. 65% is an absolutely brutal number. But here’s my question – will eliminating those 8 hours actually translate to more selling time? Or will sales reps just find new administrative tasks to fill the void?
There’s also the risk of creating a new layer of AI management overhead. Instead of manually updating CRMs, will sales teams now spend their time correcting AI mistakes, training new agents, and managing the “ecosystem of AI agents” that Spiich envisions? Sometimes automation just shifts the administrative burden rather than eliminating it.
Funding reality check
€600k sounds impressive for a pre-seed, but in the grand scheme of B2B sales tech, it’s basically pocket change. Salesforce spends more than that on office snacks. The real test will be whether they can turn that initial traction into sustainable growth beyond their current five-country footprint.
And let’s talk about that 2,000 sales professional target by end of 2026. That’s ambitious for a team that’s only been around since January 2025. They’re essentially betting that the market is so desperate for this solution that adoption will happen almost automatically. But in the world of enterprise sales, nothing happens automatically.
Still, you’ve got to admire the vision. If they can actually deliver on making sales teams “AI-native” rather than just slapping another layer on top of legacy systems, they might just have something. The market is clearly hungry – now we’ll see if Spiich can actually deliver the feast.
