Tab, a new personal AI assistant, has emerged from stealth with a USD 300 million valuation as the race to build consumer-focused AI agents intensifies. The startup did not disclose the exact amount it raised, but said investors include SV Angel, Valar Ventures and American Spirit.
Founded earlier this year by Brennan Erbz, Stafford Schlitt and Ammar Amdani, Tab is targeting users who want an AI assistant that can handle tasks rather than simply answer questions. The company is positioning the product around everyday activities such as bookings, shopping and calls.
Tab takes a different approach to accessing an AI assistant. Instead of requiring users to open a dedicated application, it lets them interact through iMessage and WhatsApp.
Users can text Tab with requests such as ordering groceries or finding a birthday present. The assistant then attempts to complete the task on their behalf. Tab has its own phone number, computer and wallet, allowing it to perform actions instead of merely providing instructions.
The company also says, “Tab can handle tasks that involve phone calls and payments. This moves the product closer to an AI agent that can operate across services and complete multi-step activities.”
As AI assistants gain more ability to act independently, Tab is making trust a central part of its pitch. The company says user data will not be used to train AI models. Tab also says payment-card information remains in a secure vault that the company itself cannot access. Actions that cannot be reversed require user approval before they proceed.
The approach reflects a broader challenge for consumer AI: users may want assistants that can act for them, but those systems also need access to sensitive personal and financial information.
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