Hupo, an AI-powered sales coaching platform, has secured $10 million in Series A funding led by DST Global Partners. The company, which initially focused on mental wellness, has pivoted to provide real-time coaching to sales teams in the banking, financial services, and insurance (BFSI) industries. This new funding will fuel expansion into the US market and further development of its AI capabilities.
Founded in 2022 and headquartered in Singapore, Hupo currently serves customers across Asia-Pacific and Europe, including major financial institutions like Prudential, AXA, HSBC, and Grab. The company reports significant contract expansion with existing clients, typically seeing a 3–8x increase within the first six months of implementation.
The Evolution of Hupo: From Wellness to AI Sales Coaching
Hupo’s journey began with a focus on mental resilience and performance optimization, inspired by founder Justin Kim’s observations of high-performance individuals in sports. Early iterations of the company, known as Ami, explored how to improve habits and manage pressure. However, Kim and his team discovered that software designed for personal improvement often failed to integrate seamlessly into daily work routines.
This insight proved crucial when the company pivoted towards sales coaching. Kim recognized a parallel between the challenges of individual performance and the variability in results within sales teams. Traditional coaching methods, he argued, struggle to reach every team member consistently, and managers cannot realistically monitor every interaction.
Addressing a Gap in BFSI Training
The BFSI sector presents unique challenges for sales training due to its highly regulated nature and complex products. According to Kim, the core problem isn’t a lack of motivation, but inconsistencies in training, feedback, and confidence among sales representatives. Hupo’s AI aims to address this by providing consistent, real-time coaching tailored to the specific demands of the industry.
Unlike some AI sales enablement tools that prioritize technology first, Hupo adopted a different approach. The company focused on understanding the operational realities of banks and insurers, training its models on real financial products, common objections, and regulatory requirements. This emphasis on contextual understanding is a key differentiator.
AI-Powered Coaching and Scalable Performance
Hupo’s platform leverages artificial intelligence to analyze sales conversations in real-time, offering guidance and feedback to representatives as they interact with clients. This capability is particularly valuable in the BFSI sector, where adherence to compliance standards and accurate product representation are paramount. The company’s technology aims to augment, not replace, human judgment.
The company’s success is also attributed to its understanding of the buyer and end-user within the financial services landscape. Kim’s prior experience at Bloomberg, selling enterprise software to financial institutions, provided valuable insights into the complexities of the sales process. His subsequent work at South Korean fintech Viva Republica further informed his understanding of how technology can reshape traditional financial services.
The $10 million Series A round brings Hupo’s total funding to $15 million. The capital will be allocated to product development, including enhanced real-time coaching features, scaling enterprise deployments, and expanding its go-to-market strategy. The company is also focused on growing its team to support its expansion plans.
Looking ahead, Hupo aims to extend its capabilities beyond sales performance and become a broader platform for improving team performance at scale. Kim envisions a future where the platform provides managers and employees with clearer insights and practical guidance across entire organizations, potentially encompassing tens of thousands of individuals. The company’s US expansion in the first half of the year will be a key indicator of its ability to replicate its success in a new market. The continued development of its AI and its integration with existing CRM systems will also be crucial to watch as the company scales.
