TODAY
AI sales assistant for financial and insurance advisers, coaching and automating documentation.
Website: https://www.usetoday.io/
Cover Block
Publicly reported
| Field | Value |
|---|---|
| Name | TODAY |
| Tagline | AI sales assistant for financial and insurance advisers, coaching and automating documentation. |
| Headquarters | Copenhagen, Denmark [usetoday.io, May 2025] |
| Founded | 2024 [ArcticStartup, June 2025] |
| Stage | Seed [htgf.de] |
| Business Model | SaaS |
| Industry | Insurtech |
| Technology | AI / Machine Learning |
| Geography | Western Europe |
| Growth Profile | Venture Scale |
| Founding Team | Michael Gackstatter, Artem Demchenkov [LinkedIn, retrieved 2026] |
| Funding Label | Pre-seed |
| Total Disclosed | $1,070,000 [ArcticStartup, June 2025] |
Links
Publicly reported
- Website: https://www.usetoday.io/
- Pricing: https://www.usetoday.io/de/pricing/
- About: https://www.usetoday.io/about-us/
- Help Center: https://help.usetoday.io/
- Desktop App: https://www.usetoday.io/desktop/
- LinkedIn: https://www.linkedin.com/in/michaelgackstatter/
- LinkedIn: https://www.linkedin.com/in/artem-demchenkov-76b69934/
Summary and Signal
PUBLIC TODAY is building an AI sales assistant for financial and insurance advisers, and it merits attention now because public reporting shows fresh financing in June 2025 and an early product position that sits close to regulated, high-friction advisory workflows rather than generic horizontal productivity software [ArcticStartup, June 2025] [The SaaS News, June 2025]. Founded in 2024 in Copenhagen, the company presents itself as a vertical AI business focused on helping advisers run client meetings, automate documentation, extract insights from consultations, and improve sales execution through coaching and real-time assistance [ArcticStartup, June 2025] [The SaaS News, June 2025] [usetoday.io, retrieved 2024].
The product claim is straightforward: TODAY says it coaches advisers along their own advisory logic, trains newcomers with simulations, and writes advisory documentation, while later coverage adds transcription, back-office automation, coaching, and call handling to the scope [usetoday.io, retrieved 2024] [htgf.de]. That mix is the main point of differentiation visible in public materials, namely workflow depth inside financial advice and insurance advice, plus a compliance-oriented posture that the company says aligns with GDPR, the EU AI Act, and IDD, although those compliance claims remain company-sourced [usetoday.io, retrieved 2024].
On the team, the clearest public through-line is founder and CEO Michael Gackstatter's prior product and operations work at CLARK, where coverage says he helped scale the business from early stage to unicorn status [ArcticStartup, June 2025] [Geldfreunde Podcast]. LinkedIn evidence also points to Artem Demchenkov as CTO and co-founder, which suggests a two-founder operating setup even though some publisher coverage centers primarily on Gackstatter [LinkedIn] [LinkedIn, retrieved 2026].
Funding is the most concrete external signal. ArcticStartup and The SaaS News both reported a €1 million pre-seed round in June 2025 led by Lucid Capital, with a broad angel syndicate participating, while the TODAY homepage now also references a €2.8 million seed round co-led by HTGF and Insurtech Gateway that warrants further corroboration from additional independent reporting [ArcticStartup, June 2025] [The SaaS News, June 2025] [usetoday.io, retrieved 2024]. The commercial model is presented as SaaS, and the current offer includes a free trial, which fits an adviser-led adoption motion but leaves open questions on conversion, seat expansion, and retention in regulated teams [usetoday.io, retrieved 2024].
Over the next 12 to 18 months, the public watchpoints are less about category formation and more about proof of distribution and durability: named customer adoption, evidence that compliance claims hold up in production, and signs that TODAY can turn workflow utility into repeatable budget ownership inside advisory firms [ArcticStartup, June 2025] [usetoday.io, May 2025]. The company has a credible wedge if documentation and coaching sit inside the daily system of record for advisers, but the public evidence base is still early and weighted toward company materials plus funding coverage rather than operating metrics [usetoday.io, retrieved 2024] [The SaaS News, June 2025].
One source, partially checked -- Core company, product, founder, and pre-seed funding facts are supported by publisher coverage and company materials; seed-round detail and several product claims rely on company or investor sources with limited independent corroboration.
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Stage | Seed |
| Business Model | SaaS |
| Industry / Vertical | Insurtech |
| Technology Type | AI / Machine Learning |
| Geography | Western Europe |
| Growth Profile | Venture Scale |
| Founding Team | Solo Founder |
| Funding | Pre-seed, total disclosed ~$1,070,000 |
Company Overview
PUBLIC
TODAY presents as a young vertical software company built around a narrow, regulated workflow rather than a broad consumer AI pitch. The company operates from Copenhagen, Denmark, was founded in 2024, and uses the TODAY brand for an AI sales and documentation assistant aimed at financial and insurance advisers [usetoday.io, retrieved 2024]. The underlying legal entity is UseToday ApS, according to the company imprint [usetoday.io, May 2025].
The public record is still short, but the chronology is clear on a few points. The company website describes the product as software that coaches financial advisors, trains newcomers with simulations, and writes advisory documentation [usetoday.io, retrieved 2024]. By June 2025, TODAY had announced a €1 million pre-seed financing led by Lucid Capital, with the stated aim of supporting product development, technical hiring, sales expansion, and continued work with frontline advisers [usetoday.io, retrieved 2024]. The homepage now also states that TODAY has secured €2.8 million in seed funding co-led by HTGF and Insurtech Gateway, though the date is not specified on the cited page [usetoday.io, retrieved 2024].
Founder identification is reasonably well supported, while the broader company history remains early. Michael Gackstatter is listed publicly as founder and CEO, and company coverage ties his prior operating experience to German insurtech CLARK [ArcticStartup, June 2025]. LinkedIn pages also identify Artem Demchenkov as CTO and co-founder, which suggests the business is not, in practice, a solo-founder build even though early coverage centered on Gackstatter [LinkedIn, retrieved 2026].
One source, partially checked -- Core company identity and legal entity are supported by the company website and imprint, while founder and milestone details rely partly on one independent news report and LinkedIn corroboration.
The Product and the Stack
MIXED
The product story is fairly clear even with limited third-party technical detail. TODAY presents itself as an AI sales assistant for financial and insurance advisers, with the current wedge centered on live client meeting support and the administrative work that follows those conversations [usetoday.io, retrieved 2024] [ArcticStartup, June 2025] [The SaaS News, June 2025]. Across the company site, press coverage, and help materials, the recurring functions are transcription, meeting support, coaching, simulations for onboarding, and automated advisory documentation, which suggests a workflow product built around the adviser-client interaction rather than a narrow note-taking tool [usetoday.io, retrieved 2024] [help.usetoday.io] [htgf.de] [Geldfreunde Podcast].
The available product surfaces are specific enough to say more than the usual category shorthand. The homepage shows modules for Conversations, Clients, Voice Calls, Analysis, Coaching, Simulations, Leaderboard, and Ask TODAY, alongside a meeting view that includes summary, actions, coaching and data points, notes, and transcript [usetoday.io, retrieved 2024]. HTGF describes the platform as a Sales Operating System that transcribes client meetings, handles routine back-office tasks, coaches advisers on sales performance, and answers incoming calls, while the company says it is GDPR, EU AI Act, and IDD compliant and offers a four-week free trial with a money-back guarantee [htgf.de] [usetoday.io, retrieved 2024]. Those claims are still mostly company-led, so the safer reading is that TODAY is positioning itself as a compliance-aware vertical AI workflow layer for advisers, with coaching and documentation automation as the main proof points today, not a fully verified end-to-end systems platform.
The technical architecture remains only partly visible in public. The privacy policy states that the company collects customer main data, including names and financial information, when users upload recorded conversations or create customer records, which is consistent with a system that processes sensitive meeting content and customer profiles rather than generic sales metadata [usetoday.io, May 2025]. What is not yet established from public evidence is the underlying model stack, depth of integrations, deployment model, or whether the real-time assistance layer operates during live conversations at production scale across multiple advisory environments. That leaves the core product proposition intelligible, but the durability of the technology still depends on diligence around accuracy, compliance implementation, and workflow adoption inside regulated advisory teams.
One source, partially checked -- Product scope is corroborated across the company website, press coverage, and help materials, but most technical and compliance detail remains company-sourced.
The Market They Are Entering
Publicly reported This market matters now because regulated advice businesses are under pressure to document more, respond faster, and do so without adding headcount, which is exactly where workflow software tends to earn budget even before broader AI spending is fully settled [ArcticStartup, June 2025] [The SaaS News, June 2025].
The evidence on TODAY's exact addressable market is still thin in public filings and named third-party research, so the cleanest way to frame the market is through the problem set the company is targeting rather than a hard TAM claim. Public coverage places TODAY squarely in software for financial and insurance advisers, with the initial wedge in meeting support, documentation, insight extraction, and coaching [ArcticStartup, June 2025] [The SaaS News, June 2025]. That puts it at the intersection of adviser productivity software, sales enablement, contact center tooling, and compliance-oriented documentation systems, rather than in a single clean category.
Demand drivers are visible even from the limited public record. TODAY's own product surface centers on transcribing consultations, structuring notes, producing advisory documentation, and coaching advisers along firm-specific sales logic [usetoday.io, retrieved 2024] [Geldfreunde Podcast] [htgf.de]. Those claims line up with a simple buyer logic in insurance and financial advice: administrative load consumes adviser time, training new advisers is expensive, and firms have a financial reason to keep senior advisers focused on revenue-generating client work rather than post-meeting writeups [ArcticStartup, June 2025] [Nordic Fintech Magazine] [The SaaS News, June 2025].
The category also benefits from a regulatory backdrop that makes recordkeeping and process consistency more valuable than in less regulated sales environments. TODAY explicitly markets GDPR, EU AI Act, and IDD alignment on its website, which does not verify legal sufficiency on its own but does indicate where buyer scrutiny is likely to sit in Europe [usetoday.io, retrieved 2024]. In practical terms, that means the spend case is not only about productivity. It is also about whether AI can fit into advice workflows without creating fresh compliance or data-handling friction, especially when the product ingests recorded conversations and customer financial information according to the company's privacy policy [usetoday.io, May 2025].
Adjacent markets matter because a buyer may compare TODAY against broader tools before buying a category specialist. The nearest substitutes appear to be generic meeting transcription software, CRM add-ons, call-center automation, and horizontal AI note-taking products, any of which can address part of the workflow without owning the full advisory process. The company's positioning suggests it is betting that vertical workflow depth, especially for advisers and insurers, will matter more than raw model capability if buyers need coaching, documentation structure, and compliance-aware process support in one system [usetoday.io, retrieved 2024] [The SaaS News, June 2025].
| Market lens | Public evidence | Implication |
|---|---|---|
| Core market | AI assistant for financial and insurance advisers [ArcticStartup, June 2025] [The SaaS News, June 2025] | Vertical software spend, not broad consumer AI |
| Workflow wedge | Meeting support, documentation, insight extraction, coaching [ArcticStartup, June 2025] [usetoday.io, retrieved 2024] | Budget likely competes with admin, CRM, and enablement tools |
| Regulatory context | GDPR, EU AI Act, IDD compliance claims [usetoday.io, retrieved 2024] | Buyer diligence likely centers on privacy, auditability, and workflow fit |
| Market crowding | 533 active competitors reported by Tracxn [Tracxn] | Category interest is real, but differentiation burden is high |
The public read is that this is a credible early wedge into a real software budget line, but not yet a market that can be neatly sized from the current evidence base. What stands out is less a proven TAM than a clear operational pain point inside regulated advisory work, paired with enough category crowding to suggest both demand and a difficult path to durable separation [Tracxn] [ArcticStartup, June 2025].
Thinly sourced -- Section relies on named public coverage and company materials for market framing, but no independently verified third-party TAM/SAM/SOM figures were available, and the competitor-count datapoint is single-source.
The Competitive Field
Competitive map
MIXED TODAY is positioning itself as a vertical AI workflow layer for financial and insurance advisers, which places it closer to specialist adviser software than to broad horizontal sales assistants [ArcticStartup, June 2025] [The SaaS News, June 2025] [usetoday.io, retrieved 2024].
| Company | Positioning | Stage / Funding | Notable Differentiator | Source |
|---|---|---|---|---|
| TODAY | AI sales assistant for financial and insurance advisers, supporting meetings, coaching, and documentation | Pre-seed, €1M disclosed in June 2025; website also states €2.8M seed funding co-led by HTGF and Insurtech Gateway | Vertical focus on adviser workflows, including documentation and simulations, with explicit compliance messaging around GDPR, EU AI Act, and IDD | [ArcticStartup, June 2025] [The SaaS News, June 2025] [usetoday.io, retrieved 2024] [htgf.de] |
| SaleAssist.ai | Named competitor in structured research | Not established from available public evidence used here | Not established from available public evidence used here | [Structured facts] |
| SalesAi | Named competitor in structured research | Not established from available public evidence used here | Not established from available public evidence used here | [Structured facts] |
The competitive set breaks into three layers. First are vertical challengers aimed at adviser productivity, where TODAY sits alongside the named peers surfaced in the research, SaleAssist.ai Second are incumbents already embedded in adviser workflows, such as CRM, policy, and back-office systems, which can be harder to displace because they own the system of record even if they are weaker on meeting intelligence; the TODAY materials suggest the company is trying to wedge in through transcription, coaching, and documentation rather than through full stack core administration [usetoday.io, retrieved 2024] [htgf.de]. Third are adjacent substitutes, including generic note-taking, call transcription, and horizontal AI assistant tools, which may not be built for regulated advice but can still absorb some of the same budget if buyers view documentation as a feature rather than a standalone category [ArcticStartup, June 2025] [The SaaS News, June 2025].
TODAY's clearest edge today appears to be specificity. The product claims are not framed as generic call summaries, but as coaching advisers along their own advisory logic, training newcomers with simulations, and producing advisory documentation for financial and insurance contexts [usetoday.io, retrieved 2024]. That matters because regulated advisory work carries category-specific language, process, and record-keeping needs, and TODAY is also leaning into compliance as part of the pitch through GDPR, EU AI Act, and IDD references on its site [usetoday.io, retrieved 2024]. Still, this edge looks perishable unless it compounds into proprietary workflow data or durable distribution. The public record does not yet show named enterprise customers, channel partnerships, or deployment depth that would make the position hard to copy [ArcticStartup, June 2025] [The SaaS News, June 2025].
The main exposure is that the company does not appear to own the primary channel or system of record. If advisers already work inside incumbent platforms, a specialist layer like TODAY needs either better user experience, materially better compliance outputs, or enough ROI in saved time to earn a separate seat [Nordic Fintech Magazine] [htgf.de]. That leaves room for a named challenger with broader distribution, or for adjacent horizontal tools to move downmarket into this use case. SaleAssist.ai More broadly, Tracxn's count of 533 active competitors points to crowding at the category level, even if that figure groups together many companies outside TODAY's precise niche [Tracxn].
The most plausible 18-month scenario is a bifurcation between workflow ownership and feature absorption. TODAY is the likely winner if regulated advisers keep preferring specialist products that can demonstrate compliant documentation, coaching quality, and real fit with insurance and financial advice processes [usetoday.io, retrieved 2024] [htgf.de]. A likely loser in that scenario would be a horizontal assistant that cannot adapt to adviser-specific logic or documentation standards. The reverse also holds: SaleAssist.ai
Thinly sourced -- This section uses two independent public sources for TODAY's positioning and funding, but competitor-specific details for SaleAssist.ai and SalesAi are limited to structured research without corroborating public detail in the supplied source set.
Opportunity
PUBLIC
The prize here is not another point tool for note taking, it is the chance to become the operating layer that regulated financial and insurance advisers use before, during, and after every client conversation, if TODAY can turn early workflow utility into daily system dependence [usetoday.io, retrieved 2024] [ArcticStartup, June 2025] [htgf.de].
The headline opportunity is straightforward. TODAY is already positioned around a workflow that advisers repeat constantly: client meetings, documentation, coaching, and follow-up work [ArcticStartup, June 2025] [The SaaS News, June 2025]. The public product description is narrow enough to feel real rather than theoretical, with claims around meeting support, transcription, advisory documentation, simulations for training, and back-office task handling instead of a broad promise to "do AI for finance" [usetoday.io, retrieved 2024] [htgf.de]. That matters because vertical software tends to deepen when it starts inside an unavoidable workflow, and regulated advice has exactly that property. If the product reliably saves hours each week while staying compliant with the operating norms advisers care about, the company could move from assistant to default system of work for a meaningful slice of European advice distribution [Nordic Fintech Magazine] [usetoday.io, retrieved 2024].
A reasonable way to frame the upside is through a few concrete paths rather than one monolithic outcome.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Compliance workflow standard | TODAY becomes the default meeting and documentation layer for independent financial and insurance advisers in German-speaking Europe | Strong adoption of compliant documentation tooling in regulated advisory workflows | The company already centers its product on documentation, coaching, and client meeting support, and explicitly markets GDPR, EU AI Act, and IDD compliance, which suggests it understands the adoption barrier in this category [usetoday.io, retrieved 2024] [ArcticStartup, June 2025] |
| AI training system for advisor teams | TODAY expands from live assistance into onboarding and performance management for advisor organizations | Teams use simulations and coaching to standardize training and reduce ramp time | The product already claims realistic simulations for newcomers and coaching tied to an adviser's own logic, which creates a path from individual productivity tool to manager-level software budget [usetoday.io, retrieved 2024] [The SaaS News, June 2025] |
| Embedded operating system for advisory firms | TODAY moves beyond note capture into call handling, back-office automation, and workflow orchestration across the full sales motion | Product breadth increases around voice calls, back-office tasks, and analysis features | HTGF describes the product as a sales operating system that transcribes meetings, handles routine back-office work, coaches advisers, and answers incoming calls, which is a broader platform framing than a single-purpose assistant [htgf.de] |
The compounding mechanism, if it appears, is likely to come from workflow density rather than a classic consumer network effect. Each additional meeting processed through TODAY can improve the usefulness of summaries, coaching prompts, simulations, and team best-practice templates, while the administrative burden of switching away rises as firms build more of their advisory process around the product's outputs [usetoday.io, retrieved 2024] [Geldfreunde Podcast]. The company is also selling into a user base that values consistency and record-keeping, so a tool that starts with documentation can plausibly expand into training, QA, call intake, and manager oversight. The homepage's breadth of surfaces, including conversations, clients, voice calls, analysis, coaching, simulations, and leaderboard, suggests the product ambition already points in that direction, even if public usage data is still thin [usetoday.io, retrieved 2024].
The size of the win is hard to quantify cleanly from public evidence because no verified market sizing or revenue base is available. The most concrete external signal is categorical breadth: Tracxn lists 533 active competitors in the broader space, which does not prove TAM but does indicate a crowded and investable market where substantial software spend is already being chased [Tracxn]. If the strongest scenario plays out, and TODAY becomes a high-retention vertical operating system for advisers across one or more European markets, the outcome could plausibly support venture-scale enterprise value in the hundreds of millions of dollars (scenario, not a forecast), particularly because the company has already advanced from a reported €1 million pre-seed in June 2025 to a homepage claim of €2.8 million seed funding co-led by HTGF and Insurtech Gateway [ArcticStartup, June 2025] [usetoday.io, retrieved 2024]. The key point is less the precise number than the shape of the business that could emerge: software embedded in regulated, repeated, high-frequency revenue-generating interactions.
Thinly sourced -- This section relies on a mix of independent coverage and company claims, with the larger platform and funding progression partly supported by company website and investor materials rather than two independent public sources.
Sources
Publicly reported
[ArcticStartup, June 2025] Danish TODAY targets advisor efficiency with €1M in early … | https://arcticstartup.com/today-raises-e1m-pre-seed/
[The SaaS News, June 2025] TODAY Raises €1M in Pre-Seed Round | https://www.thesaasnews.com/news/today-raises-1m-in-pre-seed-round
[usetoday.io, retrieved 2024] TODAY | More revenue per advisor through individual AI coaching | https://www.usetoday.io/
[htgf.de, retrieved 2026] HTGF portfolio page for TODAY | https://www.htgf.de/
[Geldfreunde Podcast, retrieved 2026] #22 Geldfreund Michael Gackstatter | https://www.podcast.de/episode/671234321/22-geldfreund-michael-gackstatter
[LinkedIn, retrieved 2026] Michael Gackstatter - Copenhagen, Capital Region of Denmark, Denmark | Professional Profile | LinkedIn | https://www.linkedin.com/in/michaelgackstatter/
[usetoday.io, May 2025] Impressum | TODAY - usetoday.io | https://www.usetoday.io/legal/imprint/
[help.usetoday.io, retrieved 2024] TODAY Help Center | https://help.usetoday.io/
[usetoday.io, May 2025] Privacy Policy | TODAY - usetoday.io | https://www.usetoday.io/legal/privacy-policy
[Nordic Fintech Magazine, retrieved 2026] Human-Centered AI for Advisors - Michael Gackstatter - TODAY | https://nordicfintechmagazine.com/human-centered-ai-for-advisors-michael-gackstatter-today/
[Tracxn, retrieved 2026] TODAY company profile | https://tracxn.com/
[LinkedIn, retrieved 2026] Artem Demchenkov - TODAY | LinkedIn | https://www.linkedin.com/in/artem-demchenkov-76b69934/
[LinkedIn, retrieved 2026] Artem Demchenkov - CTO & Co-Founder @ TODAY | https://de.linkedin.com/in/artem-demchenkov
[LinkedIn, retrieved 2026] Juri Maik - Smart Solar GmbH & Co. KG | LinkedIn | https://www.linkedin.com/in/juri-maik/
Articles about TODAY
- TODAY's AI Assistant Trades the Advisor's Notebook for a Sales Operating System — Founder Michael Gackstatter, who helped scale CLARK, is betting that the heavily regulated world of financial advice is ready for an AI agent to handle the backoffice.