What NORMI LABS LTD does

Normi Labs Ltd is a London-based, privately held software company that operates a single mobile application called Normi — an AI-powered personal productivity workspace targeting individual consumers and small teams. The app consolidates multiple productivity functions (notes, files, reminders, checklists, and project collaboration) into a unified iOS and Android interface, with an integrated AI assistant that reads the user's uploaded files, documents, and notes to answer questions with source citations. The product positions itself as a single replacement for six or more commonly used apps including ChatGPT, Notion, Apple Notes, Google Drive, Reminders, Dropbox, and Todoist. The company was founded in 2025 and is incorporated in England and Wales; no parent company, investors, or funding history is disclosed.

The product is technically built on a mobile-first architecture with backend infrastructure from Supabase (authentication, database, storage with TLS/SSL and AES-256 encryption) and generative AI capabilities powered entirely by third-party frontier models from OpenAI (GPT), Anthropic (Claude), and Google (Gemini). Differentiating technical features include on-device AI processing for privacy-sensitive content (OCR text recognition, PDF text extraction, local embeddings), source-cited AI responses grounded in the user's personal content, self-updating checklists that track task completion, contextual reminders, and project-level collaboration supporting up to 25 collaborators per project.

Normi generates revenue exclusively through consumer-tier subscriptions distributed via the Apple App Store and Google Play Store, with payments processed through RevenueCat. Pricing is structured in three tiers — Pro (£7.99/month), Premium (£19.99/month), and Research (£39.99/month) — each with approximately 17% annual discounts and a 3-day free trial. The go-to-market motion is product-led growth with self-serve onboarding, targeting three horizontal personas: students and researchers managing coursework, professionals handling documents and meeting notes, and small teams collaborating on side projects. No revenue figures, paying subscriber counts, headcount, or management team details are disclosed in the available data.

Name

NORMI LABS LTD

Legal name

Normi Labs Ltd

Website

https://normiapp.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Normi Labs Ltd is a London-based software company offering a mobile AI-powered productivity workspace app. It consolidates notes, files, reminders, checklists, and project collaboration for individuals and small teams, with an integrated AI assistant that answers questions grounded in user-uploaded content.

Ownership category

akta.pro rank

Product category

AI-Powered Personal Productivity Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

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

Keywords

• AI productivity workspace
• Personal knowledge management
• AI assistant mobile app
• Notes and reminders app
• Team collaboration app

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue: Three-tier subscription model (Pro, Premium, Research) with monthly or annual billing. Annual plans offer approximately 17% savings. Payments processed through App Store and Google Play via RevenueCat. Auto-renewal with 24-hour cancellation window before billing period ends.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Normi Labs Ltd develops and sells Normi, a single mobile AI workspace app available on iOS and Android that replaces multiple productivity tools by combining notes, files, reminders, checklists, project organization, and an AI assistant in one product. The AI assistant answers user questions from their own uploaded content (PDFs, documents, photos of handwritten notes) with source citations, using frontier models from OpenAI, Anthropic, and Google. Users subscribe via in-app purchases with three tiers (Pro, Premium, Research).

Product overview

Normi Labs Ltd offers a single unified mobile application called Normi — an AI workspace that replaces multiple productivity apps (ChatGPT, Notion, Apple Notes, Google Drive, Reminders, Dropbox, Todoist) with one integrated solution. The product features an AI assistant powered by OpenAI (GPT), Anthropic (Claude), and Google (Gemini) models, combined with file storage, notes, checklists, reminders, and project collaboration tools. Available as a mobile app for iOS and Android with three subscription tiers: Pro, Premium, and Research.

Differentiator

Problem solved

Functional benefit

Products and services

• Normi AI-powered personal productivity mobile app available on iOS and Android that consolidates notes, files, reminders, checklists, project workspaces, and an AI assistant into a single workspace. The AI assistant answers questions grounded in the user's own uploaded content (PDFs, documents, photos of handwritten notes) with cited sources, powered by OpenAI, Anthropic, and Google frontier models. Targets individual consumers and small teams of up to 25 collaborators, sold via three subscription tiers (Pro, Premium, Research).

Quantifiable outcome

• Replaces 6+ apps with one unified workspace
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• OpenAI (GPT)coreTechnology or IntegrationAI model provider powering Normi's conversational AI features. Processes user content to generate responses but does not use submitted content for model training.
• Anthropic (Claude)coreTechnology or IntegrationAI model provider for Normi's conversational AI features, selected based on user tier and preferences.
• Google (Gemini)coreTechnology or IntegrationAI model provider for Normi's conversational AI features, available based on user tier and preferences.
• SupabasecoreTechnology or IntegrationBackend infrastructure provider for authentication, data storage, and database services. Data encrypted in transit (TLS/SSL) and at rest (AES-256) with row-level security.
• RevenueCatcoreTechnology or IntegrationSubscription management platform handling in-app purchase processing, subscription billing, and payment processing for Pro, Premium, and Research tiers.
• Apple (App Store)coreChannel Partner/ Reseller/ DistributorPrimary distribution channel for iOS app. Processes subscription payments and billing. Users manage subscriptions through Apple ID Account settings.
• Google (Google Play)coreChannel Partner/ Reseller/ DistributorPrimary distribution channel for Android app. Processes subscription payments and billing through Google Play Account.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mem: Mem is an AI-native note-taking and knowledge management app that auto-organizes notes and surfaces them via AI search. It shares Normi's core promise of an AI assistant grounded in the user's own content, making it a direct horizontal competitor for AI-powered personal productivity.
• Notion: Notion is a leading AI-augmented notes/wiki/projects workspace used by consumers, teams, and enterprises. It is Normi's most direct substitute for the notes-and-projects layer and is actively embedding its own AI features (Notion AI/Q&A) that compete head-to-head.
• Obsidian: Obsidian is a popular local-file knowledge base/note-taking app with strong power-user adoption among researchers and writers. While Obsidian currently relies on third-party AI plugins, its community, switching costs, and privacy positioning overlap directly with Normi's local-AI and researcher-tier proposition.
• Coda: Coda is a collaborative documents/workspaces platform with AI features (Coda Brain) that turns docs into a queryable knowledge base. It targets the same professional productivity-and-projects user as Normi and competes for the 'AI that knows your content' positioning.
• Evernote: Evernote is a long-standing notes, web clipping, and document organization app targeted at professionals and students. It overlaps with Normi's notes/files/projects scope and is one of the incumbents trying to retain users as AI-native apps like Normi push into the same workflow.
• Reflect.app: Reflect is an AI-first notes app that links daily notes and uses GPT-backed AI to search and chat with the user's knowledge base. It targets the same students/professionals/power-users persona as Normi and competes on the same AI-grounded-answer use case.

Broad incumbents

• ChatGPT: OpenAI's ChatGPT is the canonical general-purpose consumer AI assistant and is explicitly named as one of the apps Normi aims to replace via grounded, citation-attached answers. It is the broad incumbent that defines the AI assistant category Normi is competing in.
• Microsoft 365 Copilot: Microsoft 365 Copilot embeds OpenAI-powered AI grounded in a user's Word, Excel, Outlook, Teams, and OneDrive content. It is the enterprise/bundled incumbent pursuing the same 'AI that knows your files' value proposition Normi markets, with massive distribution via Microsoft 365.
• Google Gemini (with Workspace): Google bundles Gemini directly into Google Workspace (Docs, Drive, Gmail), and Workspace is listed as a Normi-replaced app. Gemini-in-Workspace competes directly with Normi's cited-answer productivity workflow for the professional segment.
• Dropbox (Dropbox AI / Dash): Dropbox is a major file-storage and collaboration incumbent explicitly named by Normi as a replaced app, and Dropbox Dash/Dropbox AI is its AI-grounded-search/answers product. It competes with Normi in the file-and-knowledge Q&A category for the same professionals/SMB segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 NORMI LABS LTD