Few things are as frustrating as trying to solve a problem and ending up stuck in an endless conversation with an automated voice system that doesn’t understand what we need. Preprogrammed answers, options that lead nowhere, and the feeling of going in circles without finding a solution. Technology has allowed companies to automate much of their customer service, yes, but it hasn’t always succeeded in improving the experience for those on the other end of the line. Now, artificial intelligence is paving the way for a different model, one where systems not only answer questions but can also take action to resolve problems. This is a change that affects not only the efficiency of companies but also how they interact with their customers.
In this context, Figr has tried to carve out a niche in this market. Founded in Paris in 2025 by Simón Solbas, from Mallorca, and Hamza Boulaala, the company is developing a customer experience platform based on AI agents and has just closed an initial funding round of $5.1 million (about €4.53 million).The deal, closed this October and backed by investors and professionals connected to Spotify, Deel, Google, and Cocraft, gives the company a new boost, which aims to reach a valuation of $60 million (about €53.52 million) in its next funding round.
The funding marks the beginning of a new phase for the company, which will use the funds to accelerate the development of its platform, strengthen its structure, and expand its operations in various sectors. It currently has a team of 16 people and plans to hire at least ten more before the end of the year. Among its recent hires is Mia Dellocca, who led global alliances at Spotify for three years.
Much more than a simple automated response
Figr’s story began by exploring the potential of AI to help consumers visualize products and make better purchasing decisions. This initial approach eventually gave way to a greater ambition: developing technology capable of supporting the customer throughout their entire relationship with a company, from product discovery to after-sales service.
The difference lies in moving from managing inquiries to resolving them. While many traditional customer service systems have focused on categorizing issues, creating tickets, or automating responses, Figr is developing a customer experience platform powered by AI agents that can understand customer needs, retrieve information, and carry out specific actions.
Therefore, it’s not simply a matter of adding another chatbot to a website. The proposal involves connecting these agents to each organization’s systems, processes, and teams so they can participate in real-world operations, from modifying a reservation to processing a refund or tracking a request.
The technology combines conversation, voice and visual capabilities, as well as integrations with each company’s tools. Its scope depends on the permissions and enabled processes in each case, but the goal is the same: to offer a more personalized and effective service, without the increase in the number of clients necessarily implying a loss of the personal touch.
One technology, different needs
Not all companies interact with their customers in the same way. Nor do people looking for a home, booking a hotel, or buying a product online have the same needs. That’s why one of the pillars of the Figr model is adapting its agents to the specific characteristics of each business, rather than forcing organizations to change the way they operate to fit a technology solution.
In the real estate sector, for example, a real estate agent can help the buyer from the initial search, identify properties that match their preferences, provide information, arrange a viewing, and log the inquiry in the company’s customer management system. In the hospitality and tourism sectors, possibilities range from checking accommodation availability to managing reservations or handling inquiries while traveling. And in retail, technology can help customers compare products, see alternatives, or resolve issues related to orders, exchanges, and returns.
They are applications developed on a single platform that brings together various capabilities and integrations to interact with customers at different stages of their customer journey. The key, according to Figr’s approach, is not just to automate tasks but to understand what each individual needs and provide a response tailored to their situation.
This philosophy also determines the way it works with large companies. Before implementing the technology, the company seeks to identify friction points in the customer journey and, in collaboration with each organization, design the roles the agent should fulfill. Only then is the platform integrated with their systems and processes so that it can operate within the established parameters.
A Global Ambition for Europe
This growth is occurring at a time when AI is opening up new opportunities in the customer experience market. North American companies like Sierra and Decagon are already competing to develop platforms capable of performing tasks that, until recently, depended exclusively on human teams.
And its goal is to contribute to this transformation from Europe, with a proposal that can compete internationally and adapt to sectors as diverse as public services, retail, and tourism. Its objectives also include ensuring continuity of service through different channels – from the website to WhatsApp, email, or phone – so that customers don’t have to explain their situation over and over again each time they change their method of contact.
Because, beyond the technology, the underlying problem has to do with consumers’ own expectations. Speed matters, but so does feeling heard, getting a solution, and not having to start from scratch with every interaction. And it’s precisely here that Figr aims to show that AI doesn’t have to make companies any less human; on the contrary, it can help them serve each individual better.
