HowToRobot Announces Strategic Capital Investment from Holman

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HowToRobot Announces Strategic Capital Investment from Holman

By HowToRobot -
Editorial team
Dec 19, 2025
This investment and collaboration with Holman will help to deliver a faster, lower risk path to robotics for customers in the U.S. and around the globe.

Roskilde, Denmark: HowToRobot, the world’s largest platform for automation sourcing, today announced a strategic capital investment from Holman, a global automotive services leader, as part of the company’s Series A round. The collaboration brings together two complementary offerings with a shared mission to help customers in the United States, and around the globe, lower the cost, complexity, and time it takes to deploy robotics and industrial automation at scale. 

HowToRobot operates the world’s largest automation sourcing platform with more than 20,000 suppliers and expert support helping companies understand what robotics solutions will work for their organization while also defining project requirements and streamlining deployment. This simplified approach allows customers to cut automation costs by up to 50 percent and launch robotics solutions four times faster. Holman recently launched a new robotics division, which combines solution design, flexible financing, and lifecycle asset management, enabling customers to launch faster, scale smarter, and maximize the long-term value of their investment with less complexity. 

Through this collaboration, HowToRobot and Holman are able to provide a seamless, end-to-end pathway for automation - making it easier for businesses to move from planning to deployment, manage their automation fleet, and scale solutions with lower risk and greater financial flexibility.

“We’re extremely proud of the investment Holman is making in our company,” said Søren Peters, CEO of HowToRobot. “There is a significant need in the market for making robotics and automation more accessible. The Holman Robotics team certainly shares this strategic vision, and together we look forward to helping customers embrace automation much faster while also eliminating the usual financial and technical roadblocks.”

The investment, which is effective immediately, supports HowToRobot’s continued development of tools and capabilities that make automation more accessible for customers. This includes further development of its AI-driven quotation tool and digital workflows that guide customers from defining their needs to matching with suppliers, obtaining and comparing budgetary and firm quotes, and ultimately selecting a vendor. The funding will also support the company’s transition toward a SaaS-based model and expanded commercial operations in key markets, such as the U.S. and U.K.

“For more than a century, Holman has been at the forefront of embracing innovative technologies that have the potential to deliver additional value to our customers,” said Holman’s Vice President of Robotics Joe Foster. “This investment and collaboration with HowToRobot will further strengthen our groundbreaking robotics offering, allowing Holman to leverage decades of experience managing complex assets to deliver a holistic approach to automation that bundles hardware, data integration, management software, and ongoing support into a single, streamlined solution.”

For additional information about HowToRobot and the company’s automation sourcing platform, please visit HowToRobot.com.

About HowToRobot

HowToRobot is the world’s largest platform for automation sourcing, helping businesses plan, source, and implement robot and automation solutions. The platform connects buyers with a global network of over 20,000 suppliers and offers expert support to accelerate deployment and reduce costs. www.howtorobot.com

About Holman

Holman is a global automotive leader that serves both commercial and consumer clients The Holman Way by always doing the right thing for our people, our customers, and the community since 1924. The Holman story began more than 100 years ago as a single Ford dealership in New Jersey. Today, Holman, headquartered in Mount Laurel, New Jersey, is one of the largest family-owned automotive service organizations in North America with more than 10,000 employees across North America, the UK, and Germany.

Holman delivers a unique range of automotive services including industry-leading fleet management and leasing; commercial vehicle equipment manufacturing; powertrain distribution and logistics services; commercial and personal insurance and risk management; venture capital funding; and automotive retail sales as one of the largest privately owned dealership groups in the United States. Guided by its deeply rooted core values and principles, Holman is continuously Driving What’s Right. For additional information, please visit Holman.com and connect with Holman on LinkedIn, Instagram, and Facebook.

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