TODAY, a Copenhagen-based startup offering an AI sales operating system for financial and insurance advisors has secured €2.8 million in Seed funding.
The round was co-led by High-Tech Gründerfonds (HTGF) and InsurTech Gateway. They were joined by SeedX, Lucid Capital, former HDI CEO Herbert Rogenhofer, and Tech11 founder Pierre Dubosq. The Seed funding comes more than a year after the company had raised a €1 million pre-Seed round.
“Michael and Artem combine rare experience in scaling financial services businesses with an exceptional ability to execute at speed. As technological and demographic shifts make financial services sales increasingly complex and cumbersome, we are convinced that they are building the vertical AI layer that will remove this friction from sales professionals’ day-to-day work,” said Tizian Hoppen, Senior Investment Manager at HTGF.
Michael Gackstatter and Artem Demchenkov co-founded TODAY in 2024. Gackstatter previously served as a founding team member and CPO at CLARK, Europe’s only profitable InsurTech unicorn, while Demchenkov was formerly the CTO of Billie, Europe’s leading buy-now-pay-later startup.
With TODAY, the founders have built a full AI Sales Operating System that supports advisors before, during, and after client meetings. Its assistant transcribes meetings in real time, which is anonymised with no audio stored, and automatically generates IDD-compliant documentation based on the advisor’s own templates. A real-time assist feature surfaces objection-handling responses and next-best-action prompts during live calls, while AskTODAY lets advisors query their entire conversation history by chat.
Alongside the assistant, there is also a simulation product, which is an AI training environment where advisors can hold voice conversations with configurable AI customers across DISC personality profiles, earning IDD continuing education credits in the process.
The fundraise comes at a time when advisors face increased pressure from pension reforms, accelerated market consolidation, and tighter regulatory compliance requirements. TODAY addresses these concerns with compliant AI agents that take administrative work off advisors’ desks by transcribing client meetings, handling routine back-office tasks, answering incoming calls, and even coaching advisors on their sales performance.
“While AI reshuffles financial advice, we scale the human touch. Our agents take over the admin, so advisors can spend their time with clients. With our strong investors on board, we will bring this to every advisory team in DACH,” said Gackstatter, co-founder and CEO, TODAY.
Since launch, TODAY has grown to more than 3,500 advisors across large insurers, distributors, and independent brokers in DACH. The new funds will accelerate the development and commercial rollout of its agentic AI platform to cover the entire front and back office across the DACH region.