News, the startup behind time-tracking app Well timed, raises $14M to construct extra AI-based productiveness apps

Written by Jeff Lampkin

Time is your most precious asset — because the saying goes — and as we speak a startup known as, which is constructing AI-based productiveness instruments that can assist you with your personal time administration, is saying some funding to double down on its ambitions: It desires not solely to assist handle your time, however to, primarily, present methods to make use of it higher sooner or later.

The startup, based mostly out of Oslo, Norway, initially made its identify with an app known as Timely, a device for individuals to trace time spent doing totally different duties. Aimed not simply at people who find themselves quantified self geeks, however those that want to trace time for sensible causes, akin to consultants or others who work on the idea of billable hours. Well timed has racked up 500,000 customers since 2014, together with greater than 5,000 paying companies in 160 nations.

Now, has raised $14 million because it gears as much as launch its subsequent apps, Dewo (pronounced “De-Voh”), an app that’s meant to assist individuals do extra “deep work” by studying about what they’re engaged on and filtering out distractions to focus higher; and Glue, described as a data hub to assist in the inventive course of. Each are as a result of be launched later within the yr.

The funding is being led by native buyers Melesio and Sanden, with participation from Investinor, Concentric and SNÖ Ventures, who backed beforehand.

“Productiveness apps” has at all times been one thing of a nebulous class on the planet of related work. They will variously cowl any type of collaboration administration software program starting from Asana and Jira via to Slack and Notion; or software program that makes doing an present work activity extra environment friendly than you probably did it earlier than (e.g. Microsoft has described all of what goes into Microsoft 365 — Excel, Phrase, PowerPoint, and so forth. — as “productiveness apps”); or, sure, apps like these from that intention to enhance your focus or time administration.

Nowadays, nevertheless, it feels just like the worlds of AI and advances in cell computing are more and more coming collectively to evolve that idea as soon as once more.

If the primary wave of smartphone communications and the apps which are run on smartphone units — social, gaming, productiveness, media, data, and so forth. — have led to us getting pinged by an enormous quantity of information from plenty of totally different locations, all the time, then might it’s that the second wave is sort of probably going to usher in a more moderen wave of instruments to deal with all that higher, constructed on the premise that not the whole lot is of equal significance? No-mo FOMO? We’ll see.

In any case, some larger platform gamers additionally serving to to push the agenda of what productiveness means at the present time.

For instance, in Apple’s current preview of iOS 15 (as a result of come out later this yr) the corporate gave a supercharge to its present “don’t disturb” function on its telephones, the place it confirmed off a brand new Focus mode, letting customers customise how and after they wish to obtain notifications from which apps, and even which apps they wish to have displayed, all organized by totally different instances of day (e.g. work time), place, calendar gadgets and so forth.

Apple refines iOS 15 notifications with Focus, Abstract options

Immediately, iPhone performs so many roles in our lives. It’s the place we get data, how individuals attain us, and the place we get issues completed. This is nice, however it means our consideration is being pulled in so many totally different instructions and discovering that steadiness between work and life can be tough,” mentioned Apple’s Craig Federighi within the WWDC keynote earlier this month. “We need to free up area to focus and assist you be in the second.” How nicely that will get used, and the way a lot different platforms like Google comply with go well with, will likely be attention-grabbing to see play out. It feels, in any case, prefer it may very well be the beginning of one thing.

And, serendipitously — or perhaps as a result of that is some type of zeitgeist — that is additionally taking part in into what has constructed and is constructing. 

Mathias Mikkelsen, the Oslo-based founding father of, first got here up along with his thought for Well timed (which had additionally been the unique identify of the entire startup) when he was working as a designer within the advert business, a kind of jobs that wanted to trace what he was engaged on, and for a way lengthy, to be able to receives a commission.

He mentioned he knew the entire system because it existed was inefficient: “I simply thought it was insane how cumbersome and outdated it was. However on the identical time how vital it was for the duty,” he mentioned.

The man had an entrepreneurial itch that he was eager to scratch, and this concept would change into the salve to assist him. Mikkelsen was so taken with constructing a startup round time administration, that he bought his residence in Oslo and moved himself to San Francisco to be the place he believed was the epicenter of startup innovation. He tells me he lived off the proceeds of his flat for 2 years “in a closet” in a hacker home, bootstrapping Well timed, till ultimately stepping into an accelerator (500 Startups) and subsequently beginning to increase cash. He ultimately moved again to Oslo after two years to proceed rising the enterprise, in addition to to stay someplace a little bit extra spacious.

The startup’s huge technical breakthrough with Well timed was to determine an environment friendly method of monitoring time for various duties, not simply time labored on something, with out individuals having to undergo quite a lot of information entry.

The answer: to combine with an individual’s pc, plus a primary to-do schedule for a day or week, after which match up which information are open when to find out how lengthy one works for one shopper or one other. Cellphone or messaging conversations, for the second, aren’t included, and neither are the contents of paperwork — simply the titles of them. Neither is information coming from wearable units, though you would see how that, too, would possibly show helpful.

The fundamental premise is to be personalised, so managers and others can not use Well timed to trace precisely what persons are doing, though they’ll observe and invoice for these billable hours. All that is vital, because it additionally will feed into how Dewo and Glue will work.

The startup’s huge conceptual breakthrough got here across the identical time: Getting time monitoring or any productiveness proper “has by no means been a UI downside,” Mikkelsen mentioned. “It’s a human nature downside.” That is the place the AI is available in, to nudge individuals in direction of one thing they establish as vital, and nudge them away from work that may not contribute to that. Tackling larger points past time are important to enhancing productiveness general, which is why now desires to increase to apps for carving out time for deep pondering and artistic pondering.

5 rising use instances for productiveness infrastructure in 2023

Whereas it would appear to be a risk that an organization like Apple has recognized the identical time administration predicament that has, and is trying to resolve that itself, Mikkelsen isn’t fazed. He mentioned he thinks of Focus as not in contrast to Apple’s work on Well being: there will likely be methods of feeding data into Apple’s device to make it work higher for the person, and in order that will likely be’s alternative to hopefully develop, not cannibalize, its personal viewers with Well timed and its two new apps. It’s, in a way, a well timed disruption.

“Reminiscence’s confirmed software program is already redefining how companies all over the world observe, plan and handle their time. We stay up for working with the group to assist new markets revenue from the efficiencies, insights and transparency of a Reminiscence-enabled workforce,” mentioned Arild Engh, a accomplice at Melesio, in a press release.

Kjartan Rist, a accomplice at Concentric, added: “We proceed to be impressed with Reminiscence’s imaginative and prescient to construct and launch best-in-class merchandise for the worldwide market. The corporate is nicely on its strategy to turning into a world chief in office productiveness and collaboration, significantly in gentle of the distant and hybrid working revolution of the final 12 months. We stay up for supporting Mathias and the group on this thrilling new chapter.”

About the author

Jeff Lampkin

Jeff Lampkin was the first writer to have joined He has since then inculcated very effective writing and reviewing culture at GamePolar which rivals have found impossible to imitate. His approach has been to work on the basics while the whole world was focusing on the superstructures.