Tab Emerges From Stealth at $300M Valuation With Personal AI Assistant

Personal AI startup Tab has emerged from stealth at a $300 million valuation with an assistant designed to handle everyday tasks through familiar messaging apps. The company announced its launch Tuesday but declined to disclose the exact amount of funding it has raised.

Founded earlier this year by Brennan Erbz, Stafford Schlitt and Ammar Amdani, Tab lets users send requests through iMessage or WhatsApp. The assistant is designed to do more than provide instructions, handling tasks such as ordering groceries, finding gifts, booking services and making calls on a user’s behalf.

Tab is built around completing tasks

Amdani said Tab has its own phone number, computer and wallet, allowing it to carry out actions rather than explain how a user could complete them. The company is positioning that ability as part of a broader shift toward personal AI assistants that can manage routine responsibilities directly.

Tab enters an increasingly competitive consumer AI market alongside assistants such as Instinct and Meta’s Muse. Amdani acknowledged the race to make these systems more capable but argued that capability alone will not determine which assistants people ultimately adopt.

Trust is central to Tab’s pitch

Because personal assistants may need access to email, payments and other private information, Tab is emphasizing controls over how that data is handled. Amdani said user data is not used to train AI models, while payment card information is stored in a separate vault that Tab itself cannot access.

The company also says actions that cannot easily be reversed require explicit user approval. That approach is intended to address a fundamental challenge for increasingly autonomous AI systems: users must be comfortable granting an assistant enough access actually to perform useful tasks.

Amdani described trust as the product’s defining feature, arguing that an assistant capable of reading messages, making calls or spending money is useful only if people are willing to give it that level of access.

Investors back the personal AI bet

Tab’s investors include SV Angel, Valar Ventures and American Spirit. The company says growth so far has largely come through word of mouth, and it is preparing to introduce another product.

The startup is betting that personal AI will increasingly resemble a trusted service that knows a user’s needs and can act on them, rather than a chatbot that waits for individual questions. Tab’s challenge will be proving that users are willing to hand an AI assistant meaningful responsibility while maintaining the privacy and approval controls the company is promising.