Inside Epiminds’ $6.6M Seed Round: How This AI Marketing OS Convinced Top Investors

The Rise of Epiminds: From Google and Spotify Alumni to Marketing AI Pioneers

In the competitive landscape of AI marketing technology, Epiminds has emerged as a standout success story. Founded by former Google and Spotify executives Elias Malm and Mo Elkhidir in 2025, this Swedish startup recently secured $6.6 million in seed funding from an impressive consortium of investors led by Lightspeed Venture Partners, with participation from European funds EWOR and Entourage.

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What makes this funding round particularly noteworthy isn’t just the substantial amount for a seed round, but the vision behind it: creating what the founders describe as “an operating system for marketing.” This ambitious positioning sets Epiminds apart in a crowded market of AI marketing tools.

Lucy: The AI ‘Senior Colleague’ Transforming Marketing Operations

At the core of Epiminds’ technology is “Lucy,” an AI-powered system that represents a fundamental shift in how marketing teams approach their work. Unlike many AI tools that focus on replacing human tasks, Lucy is designed as what Malm calls a “senior colleague” – an intelligent partner that enhances rather than replaces human marketers.

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Lucy’s capabilities are extensive and practical: The system deploys over 20 autonomous agents that handle everything from analyzing ad performance data to planning comprehensive marketing campaigns and executing paid ad deployments. Marketers can interact with Lucy through direct email requests, asking for specific data reports or deeper analytical insights, then follow up with additional questions to refine their understanding.

Perhaps most impressively, when Lucy identifies opportunities for improvement, marketers can authorize the system to draft entirely new campaigns and publish them directly to major platforms including Google Ads and Meta Ads. This end-to-end capability represents a significant advancement in marketing automation., according to recent research

The Strategic Vision: Empowerment Over Replacement

Epiminds’ philosophy centers on augmentation rather than automation. “We think that agentic AI can make agencies work with more clients, more companies, and make it easily accessible,” Malm explained in his interview with Business Insider. “We don’t want to replace anyone. We want to empower people to be able to do more and maybe spend time on the things that they should spend time on, like close with clients, strategy, creativity.”, as earlier coverage

This human-centric approach to AI implementation has resonated with the marketing industry. The startup already counts approximately 20 performance marketing agencies across the Nordic region, the Netherlands, and the United States among its early adopters.

Technical Architecture and Customization Capabilities

Epiminds’ technical foundation combines established large language models with proprietary innovations. The platform leverages multiple off-the-shelf LLM models from Google’s Gemini to OpenAI’s technologies, while maintaining what Malm describes as a “proprietary framework” for processing large datasets and multi-agentic tools specifically “adapted for marketing.”

The customization aspect is particularly crucial for marketing agencies: Companies can tailor Epiminds’ agentic agents to align with their specific strategic approaches and client needs. This flexibility ensures that the AI system complements rather than conflicts with established agency methodologies and brand guidelines.

Market Position and Future Roadmap

While marketing automation is certainly not new, Epiminds positions itself at the forefront of the next generation of AI-driven marketing tools. The company plans to use its recent funding to expand its team beyond the two founders and enter additional markets.

One notable gap in their current offering, which co-founder Elkhidir acknowledges, is creative image generation. “The only thing that we’re missing in our system now that we don’t support yet, but we’re going to do very soon, is the creative image generation itself,” he noted, indicating the company’s awareness of areas needing development.

The pricing model remains agency-focused, with charges per user, though the company has not yet disclosed specific costs. This approach suggests a commitment to scalability and accessibility for marketing organizations of varying sizes.

Investor Confidence in Agentic AI for Marketing

The significant seed investment from Lightspeed Venture Partners, known for backing successful technology companies, signals strong confidence in Epiminds’ approach to agentic AI. The participation of European funds EWOR and Entourage further validates the startup’s potential to make a substantial impact on the global marketing technology landscape.

As marketing continues to evolve in the AI era, Epiminds represents a compelling case study in how technology can enhance human expertise rather than simply automating tasks. Their vision of AI as a collaborative partner rather than a replacement could well define the next chapter of marketing technology innovation.

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