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HowToRobot.com ApS, a provider of a global automation market platform, and Gain & Co., a robotics and automation advisor, announced a merger last week. The newly formed company has also received an investment from Sagitta Ventures, which will be taking a seat on its board. 

Now operating under the name “HowToRobot,” the combined company said that while the need for robotics is stronger than ever, most businesses still struggle to automate. By combining its automation market and vendor-independent advice, HowToRobot said it will support businesses with every aspect of their automation journeys.  

“Businesses need automation and robotics like never before to make up for labor shortages and supply chain disruptions and simply to protect them in the long run,” stated Søren Peters, now co-CEO of HowToRobot. “But without help, only few are able to fully take advantage of the technology. The merger and investment allow us to extend that help to every business that needs it.”

Founded in 2017, HowToRobot said it offers companies with an overview and easy access to automation and robotics suppliers globally. It also offers advisors that give guidance on everything from getting started with automation to technology selection and implementation.

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HowToRobot to help companies keep up with innovation

Global robot installations have more than tripled over the past decade, according to the International Federation of Robotics (IFR). This demand has resulted in more innovation, making it difficult for prospective customers to keep up with the industry, said Peters. 

“Robotics is developing so fast that it can easily seem overwhelming,” he said. “What most need is often just someone to talk to who knows the market and who they can trust for reliable and impartial advice. By letting our two companies join forces, we can now provide all that in one place.”

The Copenhagen, Denmark-based company claimed that the new HowToRobot provides the support that businesses need when looking to automate. At the R-24 event earlier this year in Odense, Denmark, Gulshan Akhtar Din, a senior advisor then at Gain & Co., explained how it worked with hospitals to properly integrate automation with both physical infrastructure and business processes.

Despite global robot installations hitting a record high in 2022, according to the IFR, HowToRobot said it has found that the average business has explored only about 5% of its addressable potential for automation. Peters asserted that this is mainly due to limited expertise and knowledge about automation. 

“Most businesses have still only scratched the surface of what is possible and makes sense to automate,” he said. “With the right guidance and easy access to potential solutions, robot adoption can reach a whole new level.”

Inside the merger

With the merger, Peters, the former CEO of HowToRobot, and Søren Pap-Tolstrup, the former CEO of Gain & Co., will serve as co-CEOs. The company did not disclose financial details of the merger or investment from Sagitta Ventures. 

“The world of robotics is still new to many, and most need help to some extent – from technical advice to finding solutions and building the business case or simply finding the best place to start,” noted Pap-Tolstrup. “When combined, our platform and advisory have the depth, reach, and flexibility to support businesses where and when they most need it.”

HowToRobot said its latest investment will enable it to expand its platform, advisor team, and partner network across the world, adding expertise and the capacity for conducting on-site automation screening. The company said it also plans to broaden its market understanding of robotics and automation to better provide expert advice.