Today, startup Edra announced $30 million Series A led by Sequoia, which included investment from 8VC and A*z.
Edra builds AI agents that learn how a business operates, then automate the work. Its AI agents reverse-engineer how a business actually runs from existing systems and create executable knowledge: structured, white-box instructions that agents can act on.
Instead of questioning humans to document processes, Edra analyses the data a company already generates. Through support tickets, emails, logs, and chat histories, it creates a living knowledge base that reflects how the business actually runs, not just how it was supposed to run on paper. As people apply it, the system learns and improves on its own while remaining transparent and editable.
Founded by Croatian Eugen Alpeza and Greek Yannis Karamanlakis (former leaders of Forward Deployed AI Engineering at Palantir, which they started in the London office). They spent years inside large enterprises watching that exact failure mode play out.
Edra builds a Living Playbook by connecting to a customer’s existing systems within minutes and ingesting standard operating procedures, tickets, and communications without manual configuration. From there, it continuously learns from actual employee behaviour and surfaces suggested improvements.
Unlike static documentation or knowledge bases, Living Playbooks evolve as the business alters.
The pattern is proving out across industries where process knowledge determines competitive advantage. They’re already in production at HubSpot, ASOS, and Cushman & Wakefield.
The HubSpot numbers are notable: Edra analysed 150,000 support conversations, surfaced 600+ knowledge base updates, and cut human handoffs by 12 per cent. The first successful apply cases are around automating IT service management and customer technical support, where the data is rich, and the pain is acute.
The same engine now powers sales enablement, learning from call transcripts to build a searchable precedent for revenue teams and other operational functions. Anywhere work is digitally captured, and resolution requires judgment, the playbook can be extracted and systematised.
According to Sequoia partner Luciana Lixandru:
“As always, our investments are all about people. When I first met Eugen and Yannis, what struck me was not only what they had built, but how they work toreceiveher.
Eugen is one of the most commercially gifted people I have met—someone who earns the trust of sceptical purchaseers and creates them believe. Yannis is technically exceptional, the kind of partner who creates the hardest things feel solid. Their dynamic as a founding duo is a genuine superpower.”
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