Mindset AI provides an embedded AI agent platform that enables SaaS companies to create user-friendly AI agents that chat in natural language and turn unique content, expertise and IP into product features. The platform is embedded in global SaaS products across learning and development, HR and media, with customers such as Alison, Fuse Universal, SkillPath and Mintra. Its agents now operate within over 2,700 companies and the business reported 120% year-on-year revenue growth, reaching £1M ARR in October 2024. Use cases cited include a client seeing a 900% rise in course enrolments within three weeks and another cutting team workload by 30% in one month. The company plans to expand its APIs, SDKs, no-code tools and develop a natural language programming interface while scaling go-to-market efforts. Mindset is also opening its first US office in Chicago to support its international expansion. Mindset AI offers a SaaS platform that enables management consultancies and professional services firms to customize, brand and launch their own digital platforms. The product incorporates machine learning and AI to personalize users’ experience, drive engagement and increase behaviour-change outcomes. The company says 61% of its app users remain engaged 30 days after first use, versus about 10% for other apps. Mindset AI was founded in 2020 by Barrie Hadfield and is also led by Chief Product Officer Jack Houghton. The firm now employs 35 staff. It intends to use the new funding to hire several key roles, boost sales and marketing, and further enhance the platform.

Total raised

$8M

Funding rounds

2

Latest round

Equity

Latest activity

Apr 2025