AI Startup Squint Raises $40 Million To Keep PepsiCo And Ford's Machines Running

Forbes

a day ago

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Imagine pointing your phone's camera at a broken washing machine and instantly receiving a step-by-step guide on how to fix it.
That's the idea behind Squint, an AI platform trained to operate and repair complex machinery. But instead of household appliances, Squint keeps industry-grade equipment—from CNC machines to forklifts—running smoothly for manufacturing giants like PepsiCo and Ford. This week, the company, cofounded by Devin Bhushan along with Under 30 alumni Dylan Conway and Jim Zhu, announced a $40 million Series B led by The Westly Group and TCV, valuing Squint at roughly $265 million.
'The interesting dichotomy is it's a really simple product, yet it serves such a diverse workforce in doing a million different tasks,' says Squint's Conway, adding that if something goes wrong on a warehouse floor today, '[T]hey have to find the one expert that may or may not be working on their line at the time, or they need to go to a three-ring binder and flip through seven pages to try to find the one page.'
The trio first conceived of Squint while working together at Splunk, a $3.6 billion (revenue) software company. They were working on a tool that analyzed machinery—it would, for example, aggregate status logs, so in the event of a server crash workers could keep track of the error codes. That experience made them wonder if there was a more effective way to help the manufacturing industry. 'People don't want more metrics,' Zhu says. 'They want stuff like step-by-step instructions. They want things like videos and photos.'
A smartphone-accessible app, they thought, was the best way to do it, and investors were quick to back the idea. When Squint made the 30 Under 30 list last year, it had already raised $19 million from the likes of Sequoia Capital and Menlo Ventures. A key selling point is tackling the manufacturing's workforce turnover problem. A Deloitte report warned that by 2030, 2.1 million roles in manufacturing could go unfilled and cost the U.S. economy $1 trillion. As experienced workers retire, training new hires becomes critical, and Squint is aiming to replace bulky manuals with instant guidance.
So far, thousands of deskless workers in manufacturing, utilities and the energy sector have used the platform. Squint sells annual contracts directly to executives—PepsiCo, for instance, buys based on the number of sites using the software. Its client roster includes Nestlé, Colgate-Palmolive, Volvo and Siemens, all with significant global manufacturing footprints. With fresh funding, the company plans to expand further into verticals like logistics and field service.
'There's a return on investment that we can showcase to every customer even before they buy,' Conway says. 'If your machine is down, you're not making sellable products. If it's up, but printing the wrong thing, you're not making sellable products. We've been able to prove that by empowering your workforce with Squint, you will have less downtime and less scrap, which will directly make you more money.'
And while the average consumer can't yet use Squint to fix their broken washing machine, Conway and Zhu think that could be a possibility in the future. The hope is no one will have to squint to read an instructional manual.
More next week,
Zoya, Alex and Alexandra Inside Google's Plan To Use AI To Survey Americans On Their Political Views
Illustration by Samantha Lee for Forbes
Google is teaming up with a polling organization to use artificial intelligence for political surveys across the U.S. The project aims to engage five to ten participants from each of the 435 congressional districts to share their views on what it means to be an American, the nation's most pressing challenges, and its future direction. What are they hoping to achieve with it? Find out here. On Our Radar
-Got a startup idea but no backing? AI may be a promising business partner. A new wave of 'solopreneurs' are using AI-powered incubators like Audos to scale business ideas. Thanks to its AI models that provide sales support, product development and even capital (so long as the startup is willing to hand over a share of YTD revenue to Audos), starting up has never been easier. Tech experts are even betting on which solopreneur will be the first to build a one-person unicorn. ( The Economist )
-It could be a turbulent flight path ahead for Spirit Airlines. After a failed acquisition by JetBlue and bankruptcy filing, the budget airline has amassed almost $800 million in debt and in quarterly filings this week, warned they may not survive another year. Spirit Aviation Holdings' stock plummeted 40% on the news while its competitors like United, Delta and American continue to report steadily increasing stock prices. It may be time for budget-friendly travelers to look into other flying options. ( Yahoo Finance )
-On a better note, it looks like Stitch Fix could make a 2025 comeback. Like many clothing subscription services, the company has struggled to remain profitable in a post-pandemic world with consumers opting to buy in-person or directly from clothing sites. But under the new leadership of CEO Matt Baer, the company recorded its first revenue growth in twelve quarters and expects sales growth to carry over into the next quarter. ( CNBC ) One Minute With Ben Hunte
We're bringing you the scoop on a new Under 30 community member. Up this week: 2022 Europe Media & Marketing lister Ben Hunte. He's an anchor and correspondent for CNN, and splits his time between Atlanta, Georgia and London. He's also a 2023 Out D'or Foreign Press Award winner, and has worked at VICE and BBC.
When you first meet someone, how do you introduce yourself? In everyday life, I'm just 'Ben,' but to CNN viewers around the world, I'm 'Ben Hunte in Atlanta!' It's still a bit surreal hearing my name in that context, especially after a decade of people quoting my social media handle, '@BenInLDN'—which I may change soon!
When did you realize you wanted to get into news? I always loved watching TV news, but I honestly didn't think I had the connections or background to get into it. I finally decided to make the leap in 2016, when I was working at Google as a strategic partnerships manager. Over just a few months, there were so many huge stories that shocked me: Brexit, the Pulse nightclub shooting, the U.S. presidential election, even the murder of U.K. member of Parliament Jo Cox. I couldn't believe what we were living through, and I felt I had to be part of helping people make sense of it all.
What was your first ever job? Working as a cashier and cleaner at McDonald's in East London, the minute I was legally allowed to work. I absolutely loved it. I worked weekends and overnight shifts, which is funny considering my hours at CNN now. I guess I've always been nocturnal.
How about your first journalism job? I got a one-day internship at BBC News, working on the Victoria Derbyshire Programme, transcribing interview rushes. It was the perfect start to my journalism career. That team completely changed my life. The editor, Louisa Compton, championed original journalism and investigations. She taught me that if I wanted to make a real impact, I needed to get out into the world and dig for my own stories. So I did!
What's your process to get ready to go on-air? Any routines or rituals you follow? People are often surprised that I don't drink coffee during my overnight shifts, just water. I've never liked the taste of coffee.
I've learned to appreciate naps before anchoring. I try to stay nocturnal all week, but it's sometimes tough when I need to handle life stuff, especially after the first few months of moving to the U.S. (which came with a wild amount of admin, calls and paperwork). On days when I have to be up early, afternoon naps help me stay sharp at 5:00 a.m.
Any tips to stay cool, calm and collected? The main thing that keeps me calm on-air is 'open talkback,' which means I can hear everything happening behind the scenes while I'm anchoring through an ear piece. Some presenters find it distracting, but it makes me feel more in control because I can't be surprised by a story suddenly coming in or a segment being dropped.
I try to remember that perfection isn't the goal. Clarity is. Live TV is ridiculously unpredictable, and things will go wrong, but as long as I stay focused on helping the audience understand what's happening, I can keep my cool.
Do you prefer reporting on-set or out in the field? After years of reporting around the world, I'm really enjoying being in the studio right now. It's a chance to learn, grow, and master a completely different set of skills.
What's the hardest part about reporting news from around the world? Right now, it's how heavy the news agenda is. Massive breaking stories are coming in constantly. Even some of my CNN colleagues who've been here for decades say they've never seen a news cycle like this. It feels like we're living through 'unprecedented times' every single week.
What's the craziest or most exciting place you've traveled? Being based in Senegal during the pandemic, as the BBC's West Africa correspondent, was pretty crazy. It was definitely a career highlight. Every single day brought something new. I would have loved to stay longer, but I couldn't turn down the offer to join VICE News and start my American journalism journey.
What's your favorite project or story you've covered? My first original news investigation is still my favorite. It looked at Black men getting skin infections from barbers who weren't cleaning or discarding their razor blades between customers. It had millions of views online, which was huge at the time, and made a real impact. It was the moment I knew I was on the right path.
Do you prefer driving on the left or the right side of the road? I can't even describe how strange it felt to do my U.S. driving test on the other side of the road, 16 years after I passed my U.K. test. The nerves were real. I still prefer driving on the U.K. side, but that might change with time.
What's something you can't live without? My support network. I moved to the U.S. alone, leaving behind my family, my dog, and my best friends, to take on my dream job. It was a huge risk, but knowing I had so much love and support behind me made it possible.
What are some misconceptions people have about being a TV anchor? That it's a one-person job. The show might have my name on it, but there are so many incredible people behind the scenes making it possible.
Kindness and professionalism aren't mutually exclusive. I've worked in newsrooms where anchors treated people terribly. Six months into anchoring, I just can't imagine being like that.
Another misconception is that we're just reading from a script, when in reality, anchoring is highly reactive—especially during breaking news! You're rewriting live copy that comes in, thinking ahead, making editorial judgements, hearing multiple control rooms in your ear, and trying to stay calm all at once.
What's a story you feel like not enough people are talking about right now? LGBTQ lives and the African continent, the two areas I specialize in, are both undergoing huge shifts right now. But with so much going on all over the world, those stories are struggling to break through. I really hope we're not leaving people behind, and failing to cover people who need to be heard.