Inside the funding round driving the shift to intelligent construction fleets
Updated
February 7, 2026 2:12 PM
Aerial shot of an excavator. PHOTO: UNSPLASH
Bedrock Robotics has raised US$270 million in Series B funding as it works to integrate greater automation into the construction industry. The round, co-led by CapitalG and the Valor Atreides AI Fund, values the San Francisco-based company at US$1.75 billion, bringing its total funding to more than US$350 million.
The size of the investment reflects growing interest in technologies that can change how large infrastructure and industrial projects are built. Bedrock is not trying to reinvent construction from scratch. Instead, it is focused on upgrading the machines contractors already use—so they can work more efficiently, safely and consistently.
Founded in 2024 by former Waymo engineers, Bedrock develops systems that allow heavy equipment to operate with increasing levels of autonomy. Its software and hardware can be retrofitted onto machines such as excavators, bulldozers and loaders. Rather than relying on one-off robotic tools, the company is building a connected platform that lets fleets of machines understand their surroundings and coordinate with one another on job sites.
This is what Bedrock calls “system-level autonomy”. Its technology combines cameras, lidar and AI models to help machines perceive terrain, detect obstacles, track work progress and carry out tasks like digging and grading with precision. Human supervisors remain in control, monitoring operations and stepping in when needed. Over time, Bedrock aims to reduce the amount of direct intervention those machines require.
The funding comes as contractors face rising pressure to deliver projects faster and with fewer available workers. In the press release, Bedrock notes that the industry needs nearly 800,000 additional workers over the next two years and that project backlogs have grown to more than eight months. These constraints are pushing firms to explore new ways to keep sites productive without compromising safety or quality.
Bedrock states that autonomy can help address those challenges. Not by removing people from the equation—but by allowing crews to supervise more equipment at once and reduce idle time. If machines can operate longer, with better awareness of their environment, sites can run more smoothly and with fewer disruptions.
The company has already started deploying its system in large-scale excavation work, including manufacturing and infrastructure projects. Contractors are using Bedrock’s platform to test how autonomous equipment can support real-world operations at scale, particularly in earthmoving tasks that demand precision and consistency.
From a business standpoint, the Series B funding will allow Bedrock to expand both its technology and its customer deployments. The company has also strengthened its leadership team with senior hires from Meta and Waymo, deepening its focus on AI evaluation, safety and operational growth. Bedrock says it is targeting its first fully operator-less excavator deployments with customers in 2026—a milestone for autonomy in complex construction equipment.
In that context, this round is not just about capital. It is about giving Bedrock the runway to prove that autonomous systems can move from controlled pilots into everyday use on job sites. The company bets that the future of construction will be shaped less by individual machines—and more by coordinated, intelligent systems that work alongside human crews.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
January 8, 2026 6:35 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.