A new startup emerging from Stockholm is catching attention in the AI world. Pit, founded by the team behind the European scooter giant Voi, is making waves with its focus on enterprise AI solutions. Backed by prominent investors like a16z, the company is developing tools to automate complex business processes and improve operational efficiency.

Founders and Background

Pit is led by Fredrik Hjelm, the CEO of Voi, along with former engineers from iZettle and Klarna. Many of the team members have a strong background in fintech and mobility, but they’ve shifted their focus toward enterprise AI. The company’s founders have maintained close ties over the years, and three of them are now working together again on this new venture.

Hjelm and his team have been exploring AI’s potential beyond social media and chatbots. They see a big opportunity in creating AI tools that can learn how businesses operate and then develop custom software to automate routine tasks. Their goal is to help companies save time, reduce errors, and free up staff for more valuable work.

Product Strategy and Market Focus

Pit is positioning itself as an “AI product team as a service.” Instead of offering generic AI tools, the startup provides tailored solutions that fit each client’s needs. They have two main offerings: Pit Studio, which helps employees guide the AI to automate specific processes, and Pit Cloud, a platform that delivers these custom software solutions with enterprise-grade governance and compliance.

Since January, Pit has been testing its approach with pilot customers in sectors like telecom, healthcare, and logistics. The initial focus is on automating internal back-office functions rather than customer-facing interactions. The idea is to streamline internal workflows and give employees more time to focus on strategic tasks.

Growth Plans and Challenges

As Pit prepares to scale, it is hiring solution engineers to work closely with clients and ensure successful adoption. The company emphasizes that its goal isn’t to replace human workers but to move them upstream, enabling them to do more meaningful and impactful work. Success is measured not only by time and cost savings but also by improvements in quality and accuracy.

However, the company has faced some controversy over its internal staffing. A post by CEO Adam Jafer on LinkedIn mentioned that most of the team’s work was now done by AI agents, reducing the need for junior engineers. He later clarified that a balanced team is essential as the company grows. The founders’ backgrounds in mobility and finance are evident, but they’re now building a diverse team, including women, to support their ambitions.

Overall, Pit represents a new wave of AI startups in Stockholm, leveraging deep technical expertise to solve real business problems. With strong backing and a clear vision, they aim to carve out a niche in the crowded enterprise AI market and become a key player in automating business processes across industries.

Inspired by

• https://techcrunch.com/2026/05/07/voi-founders-new-ai-startup-pit-has-become-the-latest-rising-star-out-of-stockholm/

Sources

• pit.com
• tradingview.com