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Saltfish creates video walkthroughs that guide users inside products, enhancing user experience and onboarding processes.
Saltfish has raised $730K across 1 funding round.
Saltfish has raised $730K in total across 1 funding round.
Saltfish has raised $730K in total across 1 funding round.
Saltfish's investors include Icebreaker.vc, Moaffak Ahmed.
Saltfish has raised $730K across 1 funding round. Most recently, it raised $730K Seed in September 2025.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 1, 2025 | $730K Seed | — | Icebreaker.vc, Moaffak Ahmed | Announced |
Saltfish is a Stockholm-based technology startup founded in 2025 that builds an AI-powered interactive video platform for websites and software products.[1][2][3][4][5] It enables companies to embed personalized, dynamic video experiences—generated from text using AI avatars—that adapt to individual users, guiding them through customer journeys to boost engagement, activation, and conversion.[1][3][4][5] Serving SaaS and tech companies like Bokio, Contrast, and OtterlyAI, Saltfish solves the problem of high visitor drop-off rates (over 50% in the first 10 seconds) amid declining organic traffic from LLMs, by making digital interactions more human-like and adaptive.[1][3][4] Early traction includes powering hundreds of thousands of experiences with double-digit lifts in metrics and customers reporting up to 4× activation increases and 16% higher conversions.[1][3][4]
Saltfish emerged from stealth in September 2025 with $730K in initial funding led by Antler and angels like Martin Koiva (Klaus), Juha Valvanne (Nosto), and Moaffak Ahmed.[1][2] Founded by Simon Blackman, Magnus Friberg, and Henrik Eriksson—all with deep expertise in video, AI, data science, and engineering from roles at Spotify, SeenThis, and prior video ventures serving 100,000+ users—the idea stemmed from frustration with static websites forcing users to adapt to content.[1][3] Instead, they aimed to bring real-life adaptability (like demos or pitches) to digital touchpoints via personalized interactive video.[1][3] Pivotal early moments include rapid adoption by dozens of companies, delivering measurable results in months, and funding to scale the platform globally.[1][3]
Saltfish rides the wave of AI-driven web transformation—the internet's biggest shift in 20 years—where LLMs slash organic traffic, making every visit critical amid 50%+ drop-offs.[1][4] Its timing aligns perfectly with generative AI maturity, enabling scalable video without production costs, while trends like personalized UX (as noted by Antler) demand human-like digital interactions.[1] Market forces favoring it include rising SaaS adoption, need for in-product guidance, and multilingual/global scaling; it influences the ecosystem by powering dynamic touchpoints for forward-leaning companies, reducing reliance on static content or generic chatbots.[1][3][4] By embedding adaptive video everywhere, Saltfish helps startups accelerate onboarding and retention in a post-LLM attention economy.[1][4]
Saltfish's AI rocketship trajectory—fueled by a Spotify-veteran team, early wins, and Antler backing—positions it to dominate interactive video for engagement as AI avatars and personalization become table stakes.[1] Next steps include accelerating platform development, global collaborations, and expanding features like 99+ language support and post-sales tools amid 2025's video-AI boom.[1][5] Trends like auto-syncing UIs and real-time data flows will amplify its edge, potentially evolving it into a core layer for dynamic web experiences, much like how it already transforms static sites into adaptive funnels—making the internet truly alive.[1][3][4]
