Insider Brief
- RobCo, the robot-as-a-service (RaaS) automation company, expanded its U.S. presence with a new San Francisco HQ, two Austin assembly sites, and the acquisition of Rapid Robotics’ assets, team, and customers.
- The expansion comes amid U.S. labor shortages and reshoring efforts, with RobCo research showing 61% of U.S. manufacturers accelerating automation plans and 95% planning new deployments within three years.
- RobCo’s modular robots, AI-driven no-code software, and pay-as-you-go RaaS model make automation faster, more affordable, and accessible, already serving brands like BMW, Wildpack Beverage, and Linamar with backing from Sequoia, Lightspeed, and Kindred Capital.
PRESS RELEASE — RobCo, the robot-as-a-service company redefining industrial automation, has expanded its launch in the United States with the opening of a new San Francisco HQ. In just eight months, RobCo has built a strong local presence, establishing two assembly sites in Austin, customer operations across 14 states, and acquiring the assets of the US firm, Rapid Robotics, including hardware, marquee customers, and an experienced local team. The expansion comes at a pivotal moment for US industry, as labor shortages, supply chain pressures, and a renewed focus on reshoring manufacturing intensify the need for more affordable, efficient approaches to automation.
New research released by RobCo has found that 61% of American industrial companies are accelerating their automation initiatives amid the nation’s focus on boosting US manufacturing capabilities, while almost all (95%) plan to add new automation solutions in the next 1-3 years. Lack of skilled workers was revealed to be a top challenge, particularly for smaller organizations, while Deloitte recently found 1.9 million manufacturing jobs could remain unfilled if businesses cannot address the skills and applicant gap by 2033. Against this backdrop, RobCo brings a business model and advanced technology solution that make robots more affordable, risk-proof, and simple to deploy and manage for tomorrow’s factories, warehouses, and fulfillment centers.
RobCo’s robot-as-a-service (RaaS) offering combines proprietary modular hardware; AI-powered, no-code software; and a shared risk, pay-as-you-go model whereby customers only pay when robots are running and require minimal technical expertise to manage. This combination makes automation more affordable, adaptable, and accessible to businesses of all sizes. The modularity of RobCo’s technology empowers companies to quickly pilot and scale the automation of repetitive and dangerous tasks, including machine tending, palletizing, dispensing, and welding. By removing the need for a system integrator, RobCo accelerates time to productivity and ROI, cutting standard industry deployment timelines from months to weeks.
RobCo’s momentum accelerates
The US expansion reflects RobCo’s rapid growth in Europe, increasing its headcount by 59% in the last twelve months and supporting hundreds of brands including BMW Group, Wildpack Beverage, DynaEnergetics, DE-VAU-GE, Linamar, and Fraunhofer. The firm has achieved backing by top investors, including Sequoia Capital, Lightspeed Venture Partners, and Kindred Capital, which have previously funded category-defining companies such as Apple and Nvidia. Market interest in flexible robotics funding solutions continues to drive the company’s strong trajectory: RobCo’s study also found 42% of US companies are considering RaaS subscription models for financing.
“It’s a pivotal moment for American industry, filled with opportunity and demand for automation, as the nation focuses on reshoring industry and grapples with ongoing labor shortages. But to date, the market has been dramatically underserved,” said Roman Hölzl, CEO and co-founder of RobCo. “Automation is critical to industrial businesses’ long-term competitiveness, and we’re on a mission to make it affordable, flexible and low-risk for businesses of all sizes. By automating dull and dangerous tasks, American companies can increase productivity and take on new projects while attracting and retaining the next generation of talent by offering safer, more valuable, and fulfilling work.We’ve already hit the ground running in the US with a strong roster of customers, a talented local team, and growing on-the-ground presence. We cannot wait to see what’s next.”
“There are many routine and risk-filled tasks ripe for automation, particularly in the manufacturing market, and RobCo is uniquely addressing this gap,” said Luciana Lixandru, Partner at Sequoia Capital. “Its modular hardware and intuitive, powerful software platform make robotics easy to configure and deploy in just days. While hype is everywhere in robotics, RobCo’s proven technology offering and flexible funding models are what sets it apart. We’ve already been impressed by its European growth and believe it is the right company at the right time to transform American industry.”
“We’re excited to be working with RobCo to bring automation into one of our most labor-intensive areas. While our project is still in progress, we already see the potential for significant efficiency gains and are looking forward to experiencing the impact once fully implemented. As one of the early US customers, we believe RobCo’s practical and affordable approach will create real value for businesses like ours across the country,” Thomas Walker, Chief Growth Officer at Wildpack Beverage
