Tab Launches from Stealth at $300M Valuation with AI Assistant That Texts, Books, and Buys on Your Behalf

Tab, a personal AI assistant startup, emerged from stealth on Tuesday, October 7, 2026, announcing a $300 million valuation. The company declined to share exact funding details.

Tab was founded by Brennan Erbz, Stafford Schlitt, and Ammar Amdani, who began building the product earlier in 2026. The assistant operates through iMessage and WhatsApp: users text Tab a request — ordering groceries, finding a birthday gift, making a reservation — and the assistant handles it directly. According to Amdani, Tab has its own phone number, computer, and wallet, meaning it completes tasks rather than simply providing instructions.

“The bills, the bookings, the calls you keep putting off, remembering the people you love. It has its own phone number, computer, and wallet, so it doesn’t tell you how to do those things. It does them,” Amdani told TechCrunch.

Investors in the round include SV Angel, Valar Ventures, and American Spirit. Amdani said the company is currently growing primarily through word of mouth and plans to launch a new product soon.

Tab enters a crowded field of consumer AI assistants, which the source notes includes Instinct and Meta’s Muse. Amdani acknowledged the competitive landscape directly: “Everyone is racing to make AI more capable.”

However, he argued that capability alone won’t determine the winners. Any AI assistant with access to emails, phone calls, and purchasing power is, in his words, “only as good as your trust in it.” That framing shapes how Tab is built — user data is not used to train AI models, payment card details are stored in a vault Tab itself cannot access, and no irreversible action is taken without explicit user approval.

“Capability is table stakes. Trust is the product,” Amdani said.