Viam Expands Beyond Robotics: Discover Its Innovative Automation Platform

Since our last update, Viam hasn’t exactly pivoted, but rather undergone a notable “rebrand,” as described by founder and CEO Eliot Horowitz. Six months ago, the Manhattan-based startup made a strategic move to expand its focus beyond its initial target of robotics firms. While robotics is a significant and growing field, Horowitz emphasizes that Viam's vision is much broader.

“Our platform has always been—and will always be—designed for a wide array of applications, including robotics, IoT, smart homes, industrial automation, and any area involving sensors, actuators, and computing,” Horowitz tells us. “This past summer, we realized that when prospects saw 'robotics' on our homepage, it created confusion. Many would respond, ‘We’re not a robotics company—we handle food processing, PLC automation, even marine applications.’”

The messaging challenge was heightened by the company’s name. While it’s simply known as “Viam,” its social media handles include “Viam Robotics” because the shorter name wasn’t available. Initially, much of Viam’s outreach centered on robotics. The company’s expansive office overlooking Lincoln Center features a lab where local robotics enthusiasts can utilize Viam’s platform for automation development.

The rebranding effort involves showcasing diverse demos and exploring applications beyond robotics. The focus now includes sectors such as insurance and marine—an area close to Horowitz’s heart, as he speaks to me from the bridge of his boat. He mentions that Viam has begun onboarding several large enterprise clients, though specific names remain under wraps for now.

Investor interest is clearly alive and well. This week, Viam announced a successful $45 million Series B funding round, led by Union Square Ventures and Battery Ventures, bringing the company’s total funding to $87 million. Horowitz notes that this capital will be directed toward R&D and scaling up commercial enterprise deployments. Furthermore, Viam is actively working to expand its team, which currently stands at 100 employees.

Despite the progress, Horowitz acknowledges there’s still a challenge in crafting a concise and impactful elevator pitch that clearly communicates what Viam’s software does nearly a year post-launch.

“I wouldn’t say we have the perfect answer,” he admits. “When people ask what I do, I try to relate it to their experiences. For example, have you ever dealt with a broken HVAC system? Or struggled to find your coffee maker? Everyone has faced issues where the software and hardware interfaces are inadequate. We exist at the intersection of real-world hardware, software, the cloud, and machine learning. There’s really no comparison to what we offer.”

In the evolving landscape of automation and technology, Viam is carving a unique niche.