Case Study
Turning Humand’s $66M Raise into its U.S. Debut for Deskless Worker AI
At a Glance
- Client
-
Humand
- Company Type
- SaaS
- Headquarters
-
Argentina - Campaign Period
-
3Months
The Outcome
- Industries
- Artificial Intelligence Workplace Tech
- Use Cases
- Category Creation Funding US Market Entry
The Value We Created
-
30+
Media Placements Secured in Three Weeks
-
91M+
Unique Visitors Reached (UVM) Across Earned Coverage
-
8
Tier-1 U.S. Business Press Hits, Including Bloomberg, Axios and Fortune
The Challenge
Humand is an Argentina-based, mobile-first AI operating system built specifically for the 2.7 billion deskless workers who make up 80% of the global workforce. The platform already served 1.6 million users across 1,500+ companies in 51 countries, including MINISO, Domino’s and OXXO. Despite its global client roster, Humand had no footprint in the U.S. and needed to stand out from an already crowded field of workforce platforms. Humand’s $66 million Series A gave the company a reason to approach U.S. media. But a funding round from a Latin American company still unfamiliar to U.S. media, even the largest Series A in LatAm, wasn’t a story U.S. business press would cover on its own.
Where CVM Came In
CVM used the raise as an opportunity to engage U.S. media on the impact Humand was making on the deskless workforce, the frontline employees who clock in every day without a company email or a desk. We built the launch around that gap: a platform reaching millions of workers other enterprise software couldn’t, backed by a raise that proved investors saw the opportunity too. This was a story U.S. tech and business reporters had genuine reason to cover.
Here’s How We Did It
We led with Humand’s impact, not its funding number.
Rather than pitch a Latin American Series A, which reporters read as regional news, we anchored every pitch in a proof point U.S. business press could see themselves in: 2.7 billion deskless workers, 80% of the global workforce, locked out of the enterprise software everyone else already has. The funding was the timely news hook that got us in the door, but how Humand was changing the way those workers connected with their organizations is what made outlets write about it.
We told the AI story Silicon Valley was missing.
Every major AI narrative in the market (Copilot, ChatGPT, Workday AI) was written for people who already sit at a desk. We positioned Humand’s AI agent, Sammy, as the counter-narrative: AI built for workers who have never had a digital tool of any kind, not another productivity assistant for people who already have one. That gave AI and tech reporters a genuinely new angle instead of another funding-round writeup.
Humand
We used a marquee investor roster to earn instant U.S. credibility.
Goodwater Capital and Kaszek co-led the round, joined by Y Combinator and the founders of Dropbox, Lyft, Vercel and MercadoLibre. Before a single word about the product, that lineup told reporters that people who’d already picked winners were backing this one.
We extended the story past the news cycle.
The funding announcement opened the door, but we kept it open. Executive interviews, including on NYSE Floor Talk, turned a single headline into an ongoing media presence for Humand in the U.S.
Where Humand Showed Up
Tier 1/Business Press
Startup & VC Press
HR & Workplace Tech Press
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