Flip raises $25M to expand AI platform for frontline workers

Frontline workers have been left out of the AI boom, and Flip thinks it knows why. The company, founded in 2018, builds a digital platform for employees in manufacturing, retail, logistics, care and hospitality — people who typically don't get a corporate laptop or even a work email address. Now it's raised $25 million to push further into AI, with existing backers Notion Capital and HV Capital upping their stakes, and L-Bank, the development bank of Baden-Württemberg, coming in as a fresh investor alongside a mix of angels and institutional funders.

CEO and co-founder Benedikt Brand puts the problem simply: AI has been part of office life for a while now, but on the assembly line, in a store, or in a care home, it's barely shown up. His argument is that this isn't really about willingness to adopt new tools. It's about infrastructure. Frontline organisations often lack the basic digital identity systems that would let AI or any modern software integrate into daily operations in the first place.

That's the gap Flip is trying to close with two new pieces of its platform. Fusion generates custom applications tailored to specific stores, teams, or operational processes, which in theory means companies stop having to buy and configure a patchwork of separate software for every frontline use case. Frontline Identity, meanwhile, gives deskless employees a way to access workplace systems and company apps without needing a corporate email account — effectively an identity layer built for people who never had one before.

Put together, digital identity, AI agents and custom app generation form what Flip is calling its infrastructure play for frontline AI adoption. The new capital will go toward building that out further and expanding the platform's reach. It's a narrower bet than the general-purpose AI race playing out in knowledge work, but it's aimed at a workforce that outnumbers office workers in plenty of industries and has mostly been an afterthought in the AI conversation so far.