The humanoid robotics sector is riding a wave of investor enthusiasm, with billions flowing into startups promising a future where robots share everyday tasks with humans. In China, players like X Square Robot and Unitree have already secured sizeable backing to advance their humanoid prototypes, while global firms continue to court major investment. Against this backdrop, California-based Figure AI has stolen the spotlight with its latest record-breaking raise.
Known for its sleek black-and-gray robots performing household chores like folding laundry or stacking groceries, Figure AI has announced a Series C round exceeding $1 billion. The deal, led by Parkway Venture Capital and backed by heavyweights such as Nvidia, Intel Capital, Salesforce, Qualcomm Ventures, and Brookfield Asset Management, values Figure AI at $39 billion.
General-purpose humanoid in action
Founded in 2022 by serial entrepreneur Brett Adcock, Figure AI has a clear mission to design general-purpose humanoid robots capable of handling tough, dangerous, or undesirable work. The company’s near-term focus is on industries most strained by labour shortages, including manufacturing, logistics, warehousing, and retail. These sectors offer both urgent demand and practical use cases, making them fertile ground for humanoid deployment.
With nearly $2 billion raised to date, Figure plans to use the new funding to expand its robot fleet, develop infrastructure to accelerate training, and build data collection pipelines essential for scaling. Adcock has been vocal about his vision of humanoids positively impacting humanity, framing them as tools that augment rather than replace human workers. By focusing on efficiency and safety, Figure positions its robots as solutions to persistent labour gaps while also appealing to industries under pressure to boost productivity.
Why can’t investors ignore Figure?
Investor appetite for Figure reflects a broader belief that robots are nearing commercial reality. The presence of strategic backers like Nvidia and Intel is particularly telling, as both companies supply critical hardware that underpins robot intelligence and performance.
Ultimately, Figure’s $39 billion valuation reflects growing confidence that humanoid robots will soon transition from labs and demos into real-world industries, reshaping how humans work and live. For Figure AI, the journey is just beginning, but with deep pockets and powerful backers, it is now positioned at the front of the global humanoid race.
Rivals in the US robotic market
Here’s an expanded version with detailed insights into Figure AI’s competitors:
Agility Robotics: Agility Robotics, creator of the humanoid robot Digit, has carved out a clear niche by zeroing in on warehouse automation. Digit is built for logistics and package handling, positioning it as a natural fit for e-commerce powerhouses like Amazon, which has already struck a partnership with the company. Rather than aiming for general-purpose humanoids, Agility is concentrating on high-demand applications where robots can quickly prove their worth. With Amazon’s support and live deployments underway, Agility is emerging as one of the most commercially ready players in the field.
Boston Dynamics: Best known for its headline-grabbing robot demonstrations, Boston Dynamics remains one of the most iconic names in robotics. Now owned by Hyundai, the company has developed some of the world’s most advanced machines, including Atlas, a humanoid capable of running, leaping, and performing intricate acrobatics. While Atlas showcases the firm’s unmatched engineering and control systems, Boston Dynamics has struggled to monetize humanoids at scale. Instead, its quadruped robot Spot has become the commercial success story, finding roles in industrial inspections, security, and research settings.
Apptronik: Austin-based Apptronik is making its mark with Apollo, a humanoid designed to take on repetitive and physically demanding tasks in logistics, manufacturing, and retail. Apollo emphasizes practicality and scalability, with a modular design aimed at easing integration into existing workflows. Unlike Figure AI’s sweeping vision of general-purpose humanoids across industries, Apptronik is targeting near-term adoption by focusing on environments where automation delivers quick, tangible benefits. This pragmatic approach could make Apollo a strong contender as businesses seek reliable, commercially viable robots.
