TODAY, a Copenhagen-based startup that builds an AI sales operating system for financial and insurance advisors, has closed a €2.8 million Seed round. High-Tech Gründerfonds (HTGF) and InsurTech Gateway co-led the round. SeedX, Lucid Capital, former HDI CEO Herbert Rogenhofer and Tech11 founder Pierre Dubosq also took part. It follows a €1 million pre-Seed round raised in May 2025.

What the product does

TODAY's software supports advisors before, during and after client meetings. It transcribes conversations in real time, anonymises them without storing audio, and produces IDD-compliant documentation from the advisor's own templates. During live calls, it suggests ways to handle objections and what to do next. An assistant called AskTODAY lets advisors search their full conversation history by chat.

The company also sells a training product. Advisors hold voice conversations with configurable AI customers modeled on DISC personality profiles, and earn IDD continuing-education credits while practicing. Beyond meetings, TODAY's agents handle routine back-office work, answer incoming calls and coach advisors on their sales performance.

Founders and traction

Michael Gackstatter and Artem Demchenkov founded TODAY in 2024. Gackstatter was a founding team member and chief product officer at insurtech CLARK, and Demchenkov was previously CTO of buy-now-pay-later firm Billie. The company says more than 3,500 advisors across large insurers, distributors and independent brokers in the DACH region now use it.

Why investors are interested

The round comes as advisors face pension reforms, faster market consolidation and tougher compliance requirements. HTGF's Tizian Hoppen said technological and demographic shifts are making financial services sales more complex, and that the founders are building the "vertical AI layer" to remove that friction.

Gackstatter, who is CEO, said the company's agents take over the admin so advisors can spend more time with clients. The new funding will go toward developing and rolling out its agentic AI platform across the front and back office in the DACH region.