Tab, a personal artificial intelligence assistant that operates through iMessage and WhatsApp, emerged from stealth on October 6 with a reported valuation of US$300 million. The company was founded earlier this year by Brennan Erbz, Stafford Schlitt, and Ammar Amdani. Unlike conventional chatbots, Tab is designed to complete tasks such as ordering groceries, booking services, and making phone calls on behalf of its users.
An Assistant That Acts Rather Than Advises
Tab has its own phone number, computer, and wallet, which allows it to carry out actions rather than simply explain how a user could complete them. Users can send requests through iMessage or WhatsApp, including photos, screenshots, PDFs, and videos. The assistant can call a hotel, wait on hold, and report back in the same thread, reflecting a broader shift toward personal AI that manages routine responsibilities directly.
Trust as the Defining Feature
Amdani argues that capability alone will not determine which personal AI assistants people ultimately adopt. Because these systems may need access to email, payments, and other private information, Tab emphasizes strict controls over how that data is handled. User data is not used to train AI models, and payment card information is stored in a separate vault that the company itself cannot access.
Approval for High-Stakes Actions
Actions that cannot easily be reversed require explicit user approval before Tab executes them. When a task involves spending money, the assistant shows what it plans to buy, the total, and who gets paid before any payment is processed. Amdani described trust as the product's defining feature, saying an assistant that can read messages or make purchases is useful only if people are willing to grant that access.
Investor Backing and Early Growth
Tab's investors include SV Angel, Valar Ventures, and American Spirit, a group that combines early-stage and global venture experience. The company says its growth so far has largely come through word of mouth, and it is preparing to introduce another product soon. The startup is betting that personal AI will increasingly resemble a trusted service that knows user needs and can act on them, rather than a chatbot waiting for individual questions.
A Crowded Market and Rising Valuations
Tab enters a consumer AI market that includes assistants such as Instinct, Meta's Muse, and Poke. Instinct recently raised capital at valuations that climbed from US$2.5 billion to US$10 billion within weeks, while Meta launched Muse with free and paid tiers. Poke reached a US$300 million post-money valuation, matching Tab's reported figure, but has been live since September 2025.
Industry Momentum and the Road Ahead
Other players are also moving quickly around the edges, and Photon, which builds messaging infrastructure for agents, raised a US$4.5 million Seed round on October 1. Gartner forecasts spending on AI agents and assistants will rise from US$29.2 billion in 2026 to US$65.5 billion in 2027. Tab's challenge will be proving that users are willing to hand an AI assistant meaningful responsibility while maintaining the privacy and approval controls it promises.
Tab is positioning itself around trust at a moment when personal AI assistants are becoming more autonomous and more visible. Its reported US$300 million valuation signals investor confidence, but the company has not disclosed how much capital it raised. As the market expands rapidly, Tab's ability to convert cautious users into active customers will be the true measure of its promise.