PumpUp

What PumpUp does

Pump Up is a San Francisco-based software company that builds a human-in-the-loop (HITL) platform connecting AI agents to human reviewers for approvals, information requests, and handoffs. The company is led by CEO Garrett Gottlieb and is venture-backed by Acequia Capital, IA Ventures, Tuesday.vc, Backed, Essence VC, Aglaé Ventures, and individual angels including Charlie Songhurst and Jude Gomila. The founding team previously created Datapane, a developer-tooling company used by over 5,000 enterprises including Peloton, Barclays, JP Morgan, and Oscar Health.

The platform is organized around six integrated modules — Approvals, Info Requests, Handoffs, Routing & SLA Engine, Audit Trail, and a Queue management UI — that together route, retrieve, and log human interactions with AI agents. Technical integration is delivered via a Python SDK (with a LangChain HumanApprovalCallbackHandler), an authenticated REST API (PUMPUP_API_KEY), and Model Context Protocol (MCP) support, enabling deployment in fewer than ten lines of code. The product is integrated natively with 15+ AI agent frameworks (LangChain, LangGraph, LlamaIndex, CrewAI, Mastra, Agno, Pydantic AI, Google Agent Development Kit, Microsoft Semantic Kernel, Vercel AI SDK) and four LLM/cloud platforms (OpenAI, Anthropic, AWS Bedrock, Google Vertex AI), plus Temporal for workflow orchestration.

Go-to-market is enterprise field sales with a "Book a demo" funnel, targeting RevOps, claims operations, compliance, and finance teams in insurance (claims processing, regulated payouts), fintech (KYC, AML, trust & safety), and healthcare (compliance review, HIPAA-sensitive data handling). Pricing is quote-based and not publicly disclosed, implying tiered subscription contracts likely keyed to usage volume, team size, or audit-log retention. Note: an earlier Toronto-based company named PumpUp, founded in 2012 by the same CEO, operated a consumer health-and-fitness community and raised approximately $2.7M across 2012-2016 from Relay Ventures, General Catalyst, Azure Capital Partners, Freycinet Ventures, Golden Triangle Angel Network, Communitech HYPERDRIVE, and Social Discovery Group; the current HITL platform is a distinct entity with a different cap table and product.

Name

PumpUp

Legal name

Pump Up

Website

https://pumpup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Pump Up is a San Francisco-based HITL (human-in-the-loop) infrastructure platform that lets AI agents route approvals, information requests, and handoffs to human reviewers, with audit trails and configurable SLAs, targeted at insurance, fintech, and healthcare enterprises.

Ownership category

akta.pro rank

Product category

AI Agent Orchestration

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Prompt Security & Injection Defense (HDAAAKAE)

Keywords

• Human-in-the-loop platform
• AI agent oversight
• Approval workflows
• Agent routing software
• AI compliance auditing

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Platform Subscription: The company provides a HITL platform for AI agents with approval workflows, information requests, and handoffs. Based on the enterprise sales motion and demo booking CTA, revenue is generated through subscription-based licensing, likely tiered by usage volume, team size, or feature access.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Pump Up provides a Human-in-the-Loop (HITL) platform that enables AI agents to request human approvals, structured information, and handoffs during execution. It offers an SDK with LangChain callback handler support and MCP (Model Context Protocol) integration so engineering teams can plug routing, retrieval, and audit logging into existing agent stacks with under 10 lines of code.

Product overview

PumpUp is a unified HITL (Human-In-The-Loop) platform for AI agents consisting of six integrated modules: Approvals, Info Requests, Handoffs, Routing & SLA Engine, Audit Trail, and a Queue management interface. These modules work together to enable AI agents to request human input for sensitive actions, missing context, and task completion, while maintaining routing rules, SLA timeouts, and full audit logging. The platform integrates with major agent frameworks (LangChain, LangGraph, CrewAI, etc.) and LLM providers (OpenAI, Anthropic, AWS Bedrock, Google Vertex AI) to connect into existing agent stacks.

Differentiator

Problem solved

Functional benefit

Products and services

• PumpUp HITL Platform A unified human-in-the-loop platform for AI agents that routes approvals, information requests, handoffs, and routing decisions from autonomous agents to the right human reviewer. Provides configurable SLAs, on-call rotations, conditional routing, and an immutable audit trail of every human-agent interaction. Targeted at enterprise engineering, RevOps, compliance, and claims teams in regulated industries.

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability4 records

Feature5 records

Partnerships

15 partnerships are on record, tiered core.

• OpenAIcoreTechnology or IntegrationTechnology integration partnership. PumpUp provides human-in-the-loop capabilities for AI agents built on OpenAI's platform, enabling approval workflows and audit trails for OpenAI-powered agents.
• AnthropiccoreTechnology or IntegrationTechnology integration partnership. PumpUp integrates with Claude-powered agents to provide human oversight for sensitive actions and decisions.
• LangChaincoreTechnology or IntegrationNative SDK integration via LangChain callback handler. Enables LangChain agents to route approvals, info requests, and handoffs to humans with full audit logging.
• LangGraphcoreTechnology or IntegrationIntegration with LangGraph for stateful, multi-step agent workflows requiring human checkpoints and approvals.
• LlamaIndexcoreTechnology or IntegrationIntegration with LlamaIndex for RAG-based agents needing human verification of retrieved context.
• CrewAIcoreTechnology or IntegrationIntegration with CrewAI multi-agent framework to provide human oversight across agent teams.
• AWS BedrockcoreTechnology or IntegrationIntegration with AWS Bedrock for enterprise agents built on AWS cloud infrastructure.
• Google Vertex AIcoreTechnology or IntegrationIntegration with Google Cloud's Vertex AI for enterprise AI agent deployments.
• Google Agent Development KitcoreTechnology or IntegrationIntegration with Google's Agent Development Kit for building agents with human oversight capabilities.
• Microsoft Semantic KernelcoreTechnology or IntegrationIntegration with Microsoft's Semantic Kernel for enterprise AI agent orchestration.
• Pydantic AIcoreTechnology or IntegrationIntegration with Pydantic AI framework for type-safe AI agent development with human oversight.
• MastracoreTechnology or IntegrationIntegration with Mastra AI agent framework.
• Vercel AI SDKcoreTechnology or IntegrationIntegration with Vercel AI SDK for Next.js and web-based AI agent applications.
• TemporalcoreTechnology or IntegrationIntegration with Temporal for workflow orchestration requiring human checkpoints in AI agent tasks.
• AgnocoreTechnology or IntegrationIntegration with Agno AI agent framework.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Labelbox: Enterprise data labeling and HITL platform for AI training and evaluation. Broader than PumpUp but overlaps on human review, routing, and approval workflows for AI teams.
• Scale AI: Large incumbent in HITL data labeling, evaluation, and RLHF services for AI. Operates much more broadly than PumpUp but overlaps in HITL review workflows for enterprise AI teams.

Direct peers

• Humanloop: Was a leading platform for HITL feedback, evaluation, and prompt management for LLM applications before being acquired by Anthropic. Direct overlap with PumpUp's HITL and evaluation functionality.
• LangSmith: LangChain's own observability, evaluation, and HITL platform for LLM agents. Competes directly for the same developer audience building LangChain-based agents that PumpUp targets.
• Helicone: AI observability and HITL platform for LLM applications, with integrations across OpenAI, Anthropic, and others. Overlaps with PumpUp on agent monitoring, logging, and human feedback workflows.
• Arize AI: Provides evaluation, observability, and HITL review capabilities for LLM/AI applications. Competes for the same regulated-industry AI buyers that PumpUp targets with audit and review features.
• Patronus AI: Evaluation and HITL review platform for LLM applications, focused on production AI quality and safety. Overlaps with PumpUp's HITL review and approval flows for enterprise AI deployments.
• Braintrust: Developer-focused platform for building, evaluating, and operating LLM applications with HITL review and scoring loops. Competes with PumpUp for engineering-led AI quality and review tooling.

Emerging players

• Encord: AI data platform with HITL annotation, review, and workflow tooling for multimodal AI. Adjacent in HITL review infrastructure though more focused on data curation than runtime approvals.
• Surge AI: Human-data platform for LLM evaluation and HITL labeling. Adjacent to PumpUp in human-in-the-loop data work, though more focused on dataset creation than runtime agent approvals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PumpUp
• Facebookfacebook.com/PumpUpFitness
• LinkedInlinkedin.com/company/2708951

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors8 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 PumpUp