Tab Emerges With $300M Valuation as AI Assistant Race Grows

A new personal AI assistant is entering the increasingly crowded consumer AI market. Tab has officially emerged from stealth with a $300 million valuation, positioning itself as a tool designed to handle everyday tasks for users rather than simply answer questions.

The company announced its launch Tuesday but did not disclose the exact amount of funding it has raised. Investors include SV Angel, Valar Ventures, and American Spirit.

Tab was founded earlier this year by Brennan Erbz, Stafford Schlitt, and Ammar Amdani. According to Amdani, the idea is to make interacting with an AI assistant feel as natural as messaging someone you already trust.

Users can send Tab a message through iMessage or WhatsApp and ask it to take care of tasks.

That could include ordering groceries, finding birthday gifts, making bookings, handling bills, or dealing with phone calls that users have been putting off.

“You text it like you’d text someone you trust and it takes the weight off,” Amdani told TechCrunch.

Rather than simply explaining how to complete a task, Tab is designed to actually carry it out. Amdani said the assistant has its own phone number, computer, and wallet, allowing it to perform actions on a user’s behalf.

The approach puts Tab in the middle of a growing consumer AI assistant trend. Other products, including Instinct and Meta’s Muse, are also attempting to move AI beyond traditional chatbots and into everyday personal tasks such as reservations and travel bookings.

Amdani acknowledged that the market is becoming increasingly competitive as companies race to make AI assistants more capable.

But Tab believes capability alone won’t determine which products succeed.

The bigger challenge, according to Amdani, is trust.

He compared the idea to a time when people might have had a family doctor, banker, or another trusted person who knew them personally and looked out for their interests. Today, many people don’t have that kind of personal support, and Amdani believes personalized AI could potentially fill part of that role.

However, an assistant that can access emails, make phone calls, or purchase products also has significant power. That means users need to feel comfortable allowing it into their daily lives.

“We think the harder question is whether you should let it in,” Amdani said.

Tab says privacy and user control are central to its approach. The company says user data is never used to train AI, while payment card information is stored in a vault that Tab itself cannot access.

The company also says that actions that cannot be undone will not happen without the user’s approval.

For Tab, that distinction is important. As AI assistants become more capable, the company believes the real competitive advantage may not simply be what an assistant can do, but whether people are willing to trust it enough to do those things.

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