Personal AI Assistant Tab Emerges From Stealth at $300 Million Valuation

Tab is part of a rising group of consumer AI assistants, including the breakout hit Instinct and Meta's Muse, that promise to help people handle everyday tasks such as making reservations and booking travel. Brennan Erbz, Stafford Schlitt, and Ammar Amdani started working on Tab earlier this year.

Amdani told TechCrunch that users simply text the Tab assistant on iMessage or WhatsApp whatever they need help with — whether that is ordering groceries or finding presents for a birthday party — and Tab makes it happen. “You text it like you’d text someone you trust and it takes the weight off,” Amdani said. “The bills, the bookings, the calls you keep putting off, remembering the people you love. It has its own phone number, computer, and wallet, so it doesn’t tell you how to do those things. It does then.”

Investors in the round include SV Angel, Valar Ventures, and American Spirit. Amdani said the company is growing mostly by word of mouth right now and plans to launch a new product soon.

He acknowledged that the market has become something of a consumer AI race. “Everyone is racing to make AI more capable,” Amdani said.

Amdani framed Tab’s appeal around a broader loss of personalized services. “Your grandparents had a family doctor, a banker, someone who knew them and looked out for them,” he said. “Most of us don’t have that anymore.” He said personalized AI can fill that role, but the winners of the consumer AI race will not necessarily be the companies with the best demos.

“We think the harder question is whether you should let it in,” Amdani said. Any AI assistant that can read emails, make phone calls, or purchase items is “only as good as your trust in it,” he said. Tab is built around that idea, he added: “Your data is never used to train AI. Your card lives in a vault Tab itself never sees. Nothing that can be undone happens without your ‘yes.’ Capability is table stakes. Trust is the product.”