AI agent platform company Mindset AI announced it has raised £4.3 million in funding to expand its operations in the UK and open an office in Chicago, U.S. This funding round was jointly led by Edge VC and Pembroke VCT, with participation from existing investors and Mountside Ventures advising the raise.
What Mindset AI does: Mindset AI enables SaaS companies to build and embed AI features in their products without starting from scratch. And it enables these companies to create user-friendly AI agents that chat using natural language, turning their unique content, expertise, and intellectual property into practical AI features.
One client saw course enrollments increase by 900% within 3 weeks of launching a search and recommendation agent, leading to 3.4x more revenue than those without access. And another company’s AI support agent reduced their team’s workload by 40% in just one month, freeing up teams for higher-value work.
Mindset AI was launched in 2019 by the team that built and exited Workshare, the secure enterprise file-sharing software service. The company’s CEO and co-founder, Barrie Hadfield, is a seasoned technology entrepreneur with extensive experience in founding and leading companies within the software and AI sectors.
Mindset AI grew 120% year-on-year, hitting £1 million ARR in October 2024. Before this round, it had raised £3.79M from Mercia and angel investors.
Mindset AI’s platform is already embedded within the global SaaS products across learning and development, HR and media with clients such as Alison, Fuse Universal, SkillPath and Mintra. And Mindset AI’s agents now operate within over 2,700 companies.
The funding will support the development of Mindset AI’s natural language programming interface, expand its APIs, SDKs, and no-code tools, and scale its go-to-market efforts. The team will also use the funding to establish a U.S. presence, with Chicago selected as the home of its first US office.
KEY QUOTES:
“As AI evolves, so does the gap between businesses adopting it and those being left behind. AI talent is in short supply, and costs are high. Companies need solutions that let them deploy AI agents without heavy investment in AI teams or long development cycles. We’re making AI agent creation as easy as writing a Google Doc, so that SaaS companies can embed AI without friction.”
- Barrie Hadfield, CEO & Co-founder of Mindset AI
“Mindset AI is redefining how learning and development businesses present and monetise their content through AI-powered conversational agents. With an experienced and exited founder, strong SaaS business model fundamentals, and a clear path to growth, we’re excited to back Barrie and the team as they scale. Mindset AI has the potential to transform the way enterprises leverage their content, and we look forward to supporting their journey.”
- Fred Ursell, Investment Director of Pembroke Investment Managers
“Edge Investments is very pleased to lead this investment into Mindset AI as it enters its next stage of growth. Experienced entrepreneur Barrie Hadfield and his talented team have built an outstanding platform that enables businesses to seamlessly harness the power of AI and drive tangible value with speed and efficiency. Mindset AI’s relentless innovation and bold vision are truly transforming the industry. Alongside my colleague, Hugo Sunnucks who led this investment for Edge, we look forward to supporting Mindset AI’s continued success.”
- David Glick, Founder of Edge Investments
“We’re delighted for Barrie and the team on successfully closing their funding round with the backing of the right investors. It’s been a pleasure advising them through the process—it’s rare to find an exited serial entrepreneur who is not only highly technical but also possesses such strong commercial acumen. We’re excited to see Mindset thrive in its next stage of growth as they deliver on their mission to make expert knowledge accessible.”
- Alex Reed, Founding Partner of Mountside Ventures
