Flip, an AI-native employee experience platform for frontline workers, has raised £19 million.
AI is reshaping careers for people who sit at a desk but, for the estimated 80% of the world’s workforce who don’t, it barely exists – and the risk isn’t just missing out on a new tool.
Workers across production, retail, logistics, care and hospitality are being left behind colleagues who are building AI skills. Frontline roles risk staying exactly as they are, which could have a detrimental impact on their pay, progression and job security in sectors where turnover is already high.
The new round is backed by existing investors Notion Capital and HV Capital, who are expanding their stake in the software company. L-Bank, the development bank of the state of Baden-Württemberg, is also joining as a new investor along with a consortium of business angels and institutional investors filling out the rest.
The capital will fund the infrastructure required to accelerate AI adoption on the frontline, not another app.
At the centre of this new growth phase is a product designed to make traditional software purchasing obsolete. Instead of spending months putting standard software out to tender, buying it, and painstakingly customising it, Fusion claims to generate custom frontline apps in real time, tailored to a store, a team, or a process.
Launched in June, the firm’s second product, Frontline Identity, is a new capability that removes the historical requirement for a corporate email address. This makes digital access significantly easier for deskless workers who previously faced barriers to their employer’s systems. This effectively replaces older ways of logging in.
“AI has long been part of everyday life in the office but, on the assembly line, in stores, or in care settings, it has barely arrived,” said Benedikt Brand, co-founder and CEO of Flip.
“This isn’t due to a lack of interest, but because many frontline organisations lack the digital identity and infrastructure required for AI to make a difference in daily operational work.
“That is exactly the gap Flip closes: with secure digital identity, AI agents, and custom-generated frontline apps on a single platform.
“We want to see a world where AI leaves no employee behind. This is why we are building the digital foundation companies need to bring their operational workforce into the AI era.
“After all, AI will only unlock its greatest economic value once it reaches every employee, not just those at a desk.”
Founded in 2018, and with offices in the UK, US and Germany, Flip today employs 150 people. More than 1,000 brands are on the platform, which is used by more than two million people worldwide.
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“We’ve backed Flip since 2022, and over that time we’ve watched the team build a leading position in the enterprise market, both within Europe and the US,” said Jos White, general partner at Notion Capital.
“That we are doubling down reflects our conviction that Flip is playing a defining role in shaping the category of AI for frontline teams.”
Fabian Gruner, partner at HV Capital, added: “Flip has established itself as a trusted partner for companies looking to digitally enable their frontline workforce.
“The company pairs a clear product vision with compelling, cross-market execution. We’re pleased to continue supporting the team on its ongoing growth journey.”