Mindset AI has secured £4.3 million in new funding to expand its UK operations and open its first US office in Chicago. The round was co-led by Edge VC and Pembroke VCT, with existing investors also participating. Mountside Ventures advised on the transaction.
Founded in 2019, Mindset AI enables SaaS businesses to integrate AI agents into their platforms without having to develop the infrastructure themselves. The platform turns proprietary content and expertise into conversational AI features using natural language.
Clients are already seeing results: one saw a 900% increase in course enrolments within three weeks, generating 3.4x more revenue, while another reduced their support team’s workload by 40% within a month.
The company, which previously raised £3.79 million from Mercia and angel investors, hit £1m ARR in October 2024 after growing 120% year-on-year. It now serves over 2,700 companies including Alison, Fuse Universal, SkillPath, and Mintra.
Mindset AI’s new capital will support development of its programming interface, API expansion, no-code tools, and go-to-market strategy. The business was named one of Sifted’s top generative AI startups in Europe in 2024.
As AI evolves, so does the gap between businesses adopting it and those being left behind. AI talent is in short supply, and costs are high. Companies need solutions that let them deploy AI agents without heavy investment in AI teams or long development cycles. We’re making AI agent creation as easy as writing a Google Doc, so that SaaS companies can embed AI without friction.
Barrie Hadfield, CEO & Co-founder
Mindset AI is redefining how learning and development businesses present and monetise their content through AI-powered conversational agents. With an experienced and exited founder, strong SaaS business model fundamentals, and a clear path to growth, we’re excited to back Barrie and the team as they scale. Mindset AI has the potential to transform the way enterprises leverage their content, and we look forward to supporting their journey.
Fred Ursell, Investor at Pembroke
Edge Investments is very pleased to lead this investment into Mindset AI as it enters its next stage of growth. Experienced entrepreneur Barrie Hadfield and his talented team have built an outstanding platform that enables businesses to seamlessly harness the power of AI and drive tangible value with speed and efficiency. Mindset AI’s relentless innovation and bold vision are truly transforming the industry. Alongside my colleague, Hugo Sunnucks who led this investment for Edge, we look forward to supporting Mindset AI’s continued success.
David Glick, Founder of Edge
We’re delighted for Barrie and the team on successfully closing their funding round with the backing of the right investors. It’s been a pleasure advising them through the process—it’s rare to find an exited serial entrepreneur who is not only highly technical but also possesses such strong commercial acumen. We’re excited to see Mindset thrive in its next stage of growth as they deliver on their mission to make expert knowledge accessible.
Alex Reed, Founding Partner of Mountside Ventures
