What Minimal does

Minimal (legally Swift B.V., DBA Minimal AI) is an AI-native customer support automation platform purpose-built for e-commerce brands. Founded in 2024 and headquartered in San Francisco with a legal entity in Amsterdam, the company develops AI Agents that autonomously resolve support tickets end-to-end by reading and writing across connected systems — canceling orders, processing refunds, generating return forms, opening carrier investigations, and upgrading subscriptions without human intervention. The platform claims automation rates of 83-93% across named customers including XXL Nutrition, MyWheels, Proforto, ETQ, Cloudpillo, Boombrush, and Plnktn, with response times under two minutes and 24/7 availability across 95+ languages.

The product architecture consists of two integrated components: the AI Agent, which executes autonomous resolution actions across the e-commerce stack, and the AI Manager, a natural language configuration interface that allows non-technical users to train AI agents through conversational instructions rather than code. The platform integrates natively with 100+ tools spanning helpdesk systems (Zendesk, Gorgias, Intercom, Freshdesk, Salesforce Service Cloud, ServiceNow), e-commerce platforms (Shopify, WooCommerce, Magento, Shopware, BigCommerce), shipping carriers (PostNL, DHL, FedEx, UPS, PostNord, GLS, Correos), returns platforms (Loop, ReturnGO, Returnista), subscription billing (Recharge, Chargebee, Zuora, Firmhouse), and automation layers (Zapier, Make.com, n8n). Underlying AI inference is sourced from multiple third-party LLM providers — AWS Bedrock, Azure OpenAI, OpenAI, Anthropic, and Google Cloud Vertex AI/Gemini — with customers able to select their preferred provider, including EU-based options for data residency.

The company operates a SaaS subscription revenue model with quote-based custom enterprise pricing, supported by both product-led self-serve onboarding (one-hour setup) and field sales for larger accounts. Minimal is Y Combinator-backed (seed round of $500,000 closed September 2025 with Rebel Fund and Team Ignite Ventures), GDPR compliant, and serves customers primarily across Europe with emerging presence in North America and Africa. The team is led by co-founders Niek Hogenboom (CEO) and Titus Ex (CTO).

Name

Minimal

Legal name

Swift B.V.

Website

https://gominimal.ai

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Minimal builds AI Agents that autonomously resolve e-commerce customer support tickets end-to-end across helpdesk, shipping, returns, and subscription systems, configured via a natural-language AI Manager interface. Founded 2024, Y Combinator-backed, serving SMB to enterprise e-commerce brands primarily in Europe.

Ownership category

akta.pro rank

Product category

AI Customer Support Automation

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)

akta.pro secondary industries

AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

Keywords

• Ai customer support
• Ecommerce automation
• Helpdesk ai agents
• Conversational ai platform
• Support ticket automation

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D

Revenue model

1. SaaS Subscription: Subscription-based pricing model for AI customer support automation. Customers pay recurring fees based on plan tier. Payment processed through Stripe with automatic renewal.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Minimal sells an AI-powered customer support automation SaaS platform purpose-built for e-commerce businesses. Its AI Agents autonomously resolve support tickets across email, chat, WhatsApp, and social channels in 95+ languages by taking real actions inside connected helpdesk, e-commerce, shipping, returns, and subscription systems. The companion AI Manager interface lets non-technical users train, configure, and continuously improve the AI Agents through plain-language conversations, with no code required.

Product overview

Minimal is an AI-powered customer support automation platform built specifically for e-commerce businesses. The platform consists of two integrated core products: the AI Agent (autonomous support agent that resolves tickets end-to-end by taking real actions across connected systems) and the AI Manager (a natural language configuration interface that enables non-technical users to train, manage, and continuously improve the AI Agent without coding). The platform integrates natively with 60+ helpdesk, e-commerce, shipping, and returns tools to access live data and execute actions across the e-commerce stack. Key differentiators include: automation of up to 90% of tickets, setup in minutes via natural language training, support for 95+ languages, 24/7 availability, and brand tone-of-voice matching. The company is incorporated as Swift B.V. and is Y Combinator-backed.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Agent Autonomous AI agent that handles customer support tickets end-to-end for e-commerce businesses. The AI Agent can read and write to integrated helpdesk, storefront, shipping, returns, payment, and subscription systems, taking real actions such as canceling orders, blocking shipments, generating return forms, issuing refunds, and opening carrier investigations. It operates across email, chat, WhatsApp, and social channels in 95+ languages, maintains the brand's tone of voice, and targets automation of up to 90% of support tickets with response times under two minutes.
• AI Manager No-code, natural-language configuration interface for setting up and managing Minimal's AI Agents. Users describe their support workflows, business rules, and brand tone of voice in plain language; the AI Manager automatically configures AI Agent behavior, integrations, and processes, and continuously improves the agents based on user feedback. It enables non-technical staff to train and deploy AI support without writing code or documentation.

Quantifiable outcome

• 83-93% ticket automation rates across customers
• +7 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration140 records

AI capability7 records

Feature5 records

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gorgias: Gorgias is a leading AI-enhanced helpdesk built specifically for e-commerce, serving Shopify and other DTC brands. It is the closest direct peer to Minimal, competing on e-commerce support automation, helpdesk-native deployment, and integrations with the same e-commerce stack.
• Siena AI: Siena AI builds autonomous AI agents for e-commerce customer support, with similar positioning around end-to-end ticket resolution and Shopify/WooCommerce integrations. Direct competitor in the same e-commerce AI agent category.
• Forethought: Forethought provides AI agents and triage tools for customer support teams across verticals. Comparable on autonomous agent architecture and deflection-focused ROI, though more horizontal than Minimal's e-commerce specialization.
• DigitalGenius: DigitalGenius offers AI-powered customer service automation specifically for e-commerce and retail brands, with deep helpdesk and e-commerce integrations. Direct peer competing on autonomous resolution and e-commerce vertical focus.
• Yuma AI: Yuma AI provides AI customer service agents tailored to Shopify merchants, focused on automating support tickets end-to-end. Closely comparable on the Shopify-first e-commerce wedge and ticket automation pitch.
• Maven AGI: Maven AGI builds autonomous AI agents for customer support with enterprise-grade reliability and explainability. Direct competitor in the AI agent for support category, with broader vertical ambition.
• Ada: Ada is an AI-powered customer service automation platform serving enterprise brands across verticals. Comparable on autonomous agent capabilities and no-code configuration, though typically deployed as branded chat rather than helpdesk-native.
• Tidio: Tidio provides AI customer service and live chat tools focused on SMB e-commerce brands. Overlaps with Minimal's SMB segment on Shopify and WooCommerce, competing on ease of setup and ticket deflection.

Broad incumbents

• Zendesk AI: Zendesk is the incumbent helpdesk platform now embedding native AI agents and bots for ticket automation across its installed base. Competes indirectly by bundling AI capabilities into the helpdesk seats customers already pay for.

Emerging players

• boost.ai: boost.ai is a conversational AI platform for enterprise customer service and internal support, with strong Scandinavian/Nordic presence. Geographic and product overlap with Minimal's European footprint, though more enterprise/IVR-focused.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gominimal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Minimal