We build AI versions of your company.
A private BRAIN on your company's own data, connected to the systems you already run. Then, we build workers that you define. Working in weeks not months, at a fixed price quoted before anything starts.
What is Redda?
Redda is a forward-deployed AI company. Not one of the companies we work with spent a dollar with us before we showed them, in their own business, what AI could actually do for them. We work with mid-market private equity firms and the companies they own:
- Most commonly, companies that know they should be doing more with AI and cannot get there.
- They also have the most to gain, the fastest, because others in their vertical are also struggling to deploy AI that has impact.
We are Silicon Valley AI infrastructure people. We have worked inside the biggest machine learning and AI companies, and we've built the infrastructure other companies use to put AI into production. Facebook, Microsoft, Nokia, Neustar, NEOM, on and on. Our work runs inside Apple, Spotify, Toyota, Lockheed Martin, Mistral and OpenAI and many many more.
Because of this deep operational background, for the past several years we have been meeting with PE firms to educate them on AI and what it means for their portfolio companies, their governance and risk. Fund after fund, the same pattern existed:
- Everybody was using AI individually (ChatGPT, Gemini, Claude, etc).
- Almost nobody had achieved anything that made a material financial impact.
- Firm after firm asked us to build impactful AI for them.
We turned them all down and went and found out why the gap was so consistent. Three things emerged, and none of them was budget.
1 ·Portfolio companies cannot hire the right people.
The engineers who can do this are not looking, and they are not looking at a mid-market company. And one hire does not solve it. The day they start, the pressure to ship arrives and the learning stops, while the field moves every few weeks. One person does not cover a portfolio, or stay current inside a single company.
2 ·They struggle to see where the impact is, much less where to start.
Most initial AI projects aim at making one task faster, and the results underwhelm. What moves EBITDA is the work that leaves human hands entirely, because a WORKER does it. Some of that is cost that drops straight out of the business. The rest comes back as hours, and those hours go to your best people working on what grows the company.
3 ·Whatever does get built is obsolete before it ships.
The models, the tooling and the architecture change every few weeks, and very few portfolio company teams have the time and the capability to keep up. Projects scoped six months ago are behind on the day they go live. Connections, normalization and architecture take most teams longer than we take for the entire project.
No number of hires gets you there. A platform and a method does.
That is why we did not become a consulting firm. We could have hired fifty engineers and sold one project at a time, each built from scratch by a team that knew nothing about the last one. We built the platform first. Every build stands on the one before it, on a system that already knows the business.
How is Redda solving this?
Redda is not a consulting firm. We get shit done. “Að redda” is Icelandic for sorting it out, which is why we named the company after it. Here is how we do it:
We have the engineers, and the tech stack to get you to AI impact, immediately.
Two things arrive from Redda: forward-deployed AI engineers, and Redda AI, the platform they build on. No account manager, no engagement lead, no strategy bench, no months of strategy work. Everyone you meet builds. That is how a mid-market company gets the team it cannot hire.
Almost every consulting firm now offers forward-deployed engineers. Most adopted the word and kept everything else: the same staffing, the same hours, the same report at the end. Again, one person does not scale across a company or a portfolio. A platform and a method does.
We find the money before anyone spends a dollar.
Most AI projects start with a guess about where the impact is. We start with a SCAN: a set of WORKERS that reads your business from the outside in, across multiple AI models at once. Think of it as the team of consultants that would ordinarily spend six months on this.
From the outside
Your market, your competitors, where AI is changing the economics of your industry, and how your company is described by the AI tools your customers already use.
From the inside
How the work actually gets done: the workflows, the systems, the people and partners in each step.
From someone else's chair
A competitor's, a customer's, a partner's, or an acquirer's.
It comes back with a ranked list of what AI can do here, each one sized, priced, and filed under cost savings or growth. Not a deck. A roadmap with numbers on it.
The SCAN is on us. What we ask instead is access to the data sources we agree together, and a date by which you will tell us yes or no. That is the whole commitment.
We work from public sources first, each one dated and kept on file, which is why the only thing we need about your business is its website. Where we cannot find something, we say so rather than guess.
We build on your data where it already sits, and we keep it current.
That data cleanup project you have been putting off for years? Gone.
The eighteen months everyone quotes is not the AI. It is the migration.
A consulting firm has to get your business into its own schema before it can start, and moving a company into someone else's schema is what takes a year. We do not need it. Your BRAIN connects to the systems you already run, in whatever state they are in: ERP, CRM, spreadsheets, exports, the documents nobody reads, and the parts that only exist in people's heads. Proprietary Redda AI WORKERS do the extraction and normalization that used to be a year of consultants. We do not skip that work. We built the thing that does it.
And it does not go stale. Your BRAIN is model agnostic: Anthropic today, OpenAI tomorrow, open-source Mistral, whoever is best now. Every new model is tested against your BRAIN and your WORKERS before it goes live. Every WORKER built, every correction your team makes, every document that lands makes the next SCAN smarter. What your BRAIN can do next quarter is more than it can do today.
The method shifts: SCAN, ROADMAP, BUILD, DEPLOY
In a traditional product build the thinking happens at the front and the building at the end, if the budget survives. First comes the data project: cleanup, hygiene, schemas. Months of it, and real money, before anything works. We shifted all of that to the right until it disappeared. Then we run it again on a BRAIN that knows more.
What does all of this mean for you?
- You can go live in weeks, not months. Your BRAIN and the WORKERS you define working, perfected as fast as you give us feedback.
- Nothing is billed by the hour. Every BUILD is quoted at a fixed price before work starts. If it takes us longer, we eat that cost.
- No data project first. No eighteen-month wait to find out whether it worked.
Then we keep going. We ship a working version, you use it, and you have the aha moment. You lean in and ask whether it can do the thing you have always wanted but nobody could ever solve for you. So we run a BUILD again, every few days.
You get something working in weeks, not a plan in months.
What emerges
Which customers are late paying us, and which are always late? What did we quote this account the last three times, and how did it go? Where are we losing money that nobody has gone back to look at?
A private AI built on your own data, which anyone with appropriate permissions can ask a question in plain English, getting a specific answer about your business rather than a general one. It learns from your data, your processes and how your people work. The data and the learning are yours forever and are never part of training anyone's model.
A WORKER, just like in real life, is responsible for a piece of work that happens over and over, and it does that work instead of your people. It runs single-step or multi-step tasks and can call other WORKERS. We build workers that you define. After that we train you to build as many as you like.
The BRAIN answers questions. A WORKER does the work.
No presentations. · Fixed price, and if it takes us longer we eat the cost. · Everyone in the room builds.
You are never locked in.
No lock-in
Anthropic today, OpenAI tomorrow, whoever is best next year. We plug into the systems you already run, and into the ones you move to later.
Every door goes through security
Every request, from a person or from a machine, passes through one security layer. There is no side entrance, and every action is logged.
What is yours
Your data and your BRAIN's memory belong to you. Redda licenses Redda AI. If you ever leave, you take a complete copy of your BRAIN in an open format.
One BRAIN per company. Nothing crosses between BRAINs, ever, and your data is never shared with another client or used anywhere else.
We have done this together before.
Most of us met running the venture studio Mach49 built for NEOM. Atif ran it. Collin, Halli and Jamie worked in it. David and Yosha founded one of the startups it funded. Redda is the sixth company David and Yosha have built together, and the first all six of us have built together. The team that turns up at your company is one that has shipped together, not one assembled for your account.
Meet the team →Why "Redda"?
“Að redda” is Icelandic: to fix, to sort out, to find a way through. It comes from “þetta reddast”, which is what Icelanders say when the weather turns or the plan falls apart. It is usually mistaken for a shrug. It is not.
Every company we meet has something nobody has been able to solve for them, and has been told it is too hard, too early, or too expensive. We think most of it can be sorted out. So we named the company after the word for it.
Oh, and our CTO is from Iceland.
We will show you what we found about your business before any discussion took place.
And a live BRAIN running in a real company. Bring anyone you would want in the room.
The SCAN is on us. We will come back with what we found, and a date to decide.