Tab emerges at $300M valuation with an AI assistant that texts, calls and pays on your behalf

Tab came out of stealth on October 6 with a $300 million valuation, but it still isn’t saying how much money it raised. The startup’s pitch is a familiar one by now: an AI assistant that lives in iMessage and WhatsApp, uses its own phone number, runs its own computer and browser, and can also lean on a wallet when a task needs paying for.

Ammar Amdani says Tab is trying to replace the kind of personal help people used to get from a family doctor or a banker who actually knew them. That’s the gap he thinks software can fill. He started the company earlier this year with Brennan Erb and Stafford Schlit, and the team says trust, not raw capability, is the real advantage.

The product is still in private beta and sitting behind a waitlist. Users message Tab the way they would text a person, then ask it to book a flight, move a hotel reservation, order a replacement part or turn a PDF into a spreadsheet. It can take photos, screenshots, PDFs and videos. It can also call a hotel, a doctor’s office or a supplier, sit through hold music and come back with an answer in the same thread. When money is involved, Tab shows the purchase, the total and the recipient before anything goes through. Nothing is paid until the user says yes.

The roster around the company is already heavy with familiar names: SV Angel, Valar Ventures and American Spirit are among the investors. Erb was an early machine-learning engineer at Snap and founded Hashletes, which went through Y Combinator. Schlit brings startup operating and growth experience, while Amdani previously co-founded Adapt Ventures and built an e-commerce business. Tab says it’s growing mostly by word of mouth and plans to launch a new product soon, but the market it’s entering is crowded and expensive-looking, with Instinct, Meta’s Muse and Poke all already in the frame.