In a move that signals growing investment in industrial automation, Munich-based robotics firm RobCo has launched its U.S. headquarters in San Francisco and concluded a $100 million Series C funding round. The company, which emphasizes accessible automation for mid-sized manufacturers, has also released insights from its Automation Readiness Index, surveying 400 U.S. industrial leaders. Labor shortages, cost efficiency, and the shift towards more flexible business models are influencing decisions about automation more than ever. Manufacturers, engineering firms, and healthcare operators are re-evaluating automation investments, as market volatility and workforce gaps persist. These cross-industry themes are reshaping the contours of automation, drawing substantial interest from investors and technology developers alike.
Previous analyses of robotic automation focused strongly on upfront capital investments and long integration times, often hindering adoption among mid-sized enterprises. Earlier reports indicated a slow pace of change in Western manufacturing due to cost concerns and technical barriers. RobCo’s recent approach, which promotes subscription-based access to robotics through its Robots-as-a-Service (RaaS) model, marks a noticeable shift from these legacy obstacles. Compared to prior automation efforts, this new model aims to speed up deployment and lower financial risk, supporting shifts in market strategy, particularly as companies navigate ongoing global supply chain disruptions and an acute shortage of skilled workers.
How Does RobCo Address Industry Labor Shortages?
RobCo’s recent research uncovered that over 1.6 million jobs could remain unfilled in the manufacturing sectors of the U.S. and Europe within the next few years. Company leaders highlight that automating routine tasks may help alleviate this gap, allowing human employees to focus on higher-value work. RobCo’s pricing model is designed to match the monthly cost of employing a single shift worker, aiming to offer automation as a financially tenable solution for both large corporations and mid-sized organizations. As Roman Hölzl, RobCo’s founder and CEO, noted,
“With $100 million of additional funding, we will become the dominant AI robotics company for manufacturing in the U.S. and Europe.”
This focus on attainable return on investment is central to their pitch to companies wary of costly, slow-to-integrate systems.
What Is Shaping the Adoption of RaaS in Manufacturing?
Cost flexibility and immediate operational benefits are strengthening the case for Robots-as-a-Service. RobCo reports growing demand in sectors where rapid automation is necessary but traditional capital expenditures are out of reach. Financially sophisticated businesses as well as smaller players are interested in keeping automation costs off the balance sheet, treating them as operational expenses instead. Hölzl explains that this model allows for quicker scaling and less financial burden:
“The adoption today is the biggest in industries that have a very clear automation challenge today, and not the financial means, or on the flip side, they’re very sophisticated in terms of financial setup, and do not want to burden their balance sheet with an investment into an automation solution.”
The RaaS model reportedly fosters greater adoption among firms looking to avoid large upfront investments and lengthy project timelines.
Can Simpler Commercial Models Speed up Automation?
RobCo is advocating for streamlined organizational models, emphasizing ease for both customers and internal teams. All direct customer engagements run as a service-based approach with integrated software, while partnerships with OEMs might still use a capital expenditure model. The company argues that these clear lines make it easier to manage incentives, inventory, and support processes. Customer-facing simplicity and fast deployment, sometimes within weeks, are promoted as critical advantages. By focusing on their RobCo Studio software and modular robotics, the company seeks to make automation as accessible as possible, especially for those previously sidelined by complex technical requirements or high initial costs.
The current state of industrial automation reflects a dynamic blend of technical possibility and pragmatic business models. Firms like RobCo are betting on subscription-based access to robotics—backed by large investments and customer interest in cost-effective, quickly deployed solutions. RaaS could attract more midsize and financially savvy companies to adopt automation earlier, not only in manufacturing but also construction, healthcare, and logistics. For companies considering automation, exploring flexible business models and focusing on rapid deployment can lower barriers to adoption and allow for a more agile response to economic and workforce pressures. Examining developments in pricing, ownership models, and integration times may give manufacturers new options previously out of reach, and decision-makers are well-advised to weigh the tradeoffs between direct ownership and service-based access, depending on strategic priorities and available resources.
