About Assembled
Assembled is a San Francisco-based AI company helping global brands elevate their customer support operations through intelligent automation and workforce management. Founded in 2018 by Ryan Wang, a former engineer at Stripe, the company builds agentic AI tools that enable support teams to operate efficiently and deliver exceptional service.
The challenge
Assembled was preparing to expand into Europe to better serve its growing base of global customers. The company needed to identify a location that could support its long-term vision, one that offered access to world-class talent, a thriving AI and technology ecosystem and proximity to major enterprise partners.
After narrowing its options to London and Dublin, Assembled evaluated each market’s infrastructure, business environment and ability to attract the kind of talent essential to scaling its AI operations. The goal was to establish a European headquarters that could accelerate both customer growth and product development across the region.
To bring this vision to life, Assembled turned to London & Partners for expert guidance on expanding into the region.
How London & Partners helped
Assembled was introduced to London & Partners through its PR agency. From the outset, the London & Partners team provided clear, practical guidance to help Assembled evaluate its options for entering the UK market. They outlined the advantages and trade-offs between establishing a local entity and working through an Employer of Record (EoR) model, then connected Assembled with a trusted accountancy partner to ensure the company had the right information to make an informed decision.
Beyond operational setup, the team also created opportunities for Assembled to engage directly with London’s growing tech and AI community. In April 2025, Assembled was invited to pitch at the Future of Work event, gaining insight into the UK market and building early relationships with potential partners. London & Partners also supported the company’s London launch during London Tech Week, assisting with press outreach and helping position Assembled as a credible, high-growth entrant to the region’s AI ecosystem.
The outcome
With London & Partners’ support, Assembled established its European headquarters in London in mid-2025, marking a major milestone in the company’s global expansion. Moving from initial discussions to launch in under six months, the team entered the market quickly and confidently.
In October 2025, Assembled hired its founding go-to-market (GTM) lead in London, creating a dedicated local presence to serve European customers and accelerate regional growth. This step solidified London as the strategic hub for Europe, Middle East and Africa (EMEA) operations, positioning Assembled to strengthen relationships with enterprise partners, recruit top talent and take part in the city’s thriving AI community.
Since establishing its UK base, Assembled has seen growing interest from European businesses seeking to blend human expertise with AI automation in their support operations. The London team has played a key role in shaping those partnerships, bridging Assembled’s global product capabilities with local market insight.
The company credits London & Partners for the expertise and connections that made this transition seamless, from operational guidance and accounting referrals to visibility at the Future of Work event and London Tech Week.
Assembled's thoughts on London
“London represents the perfect gateway to Europe for Assembled,” said Chief Executive Officer Ryan Wang. “The talent density and AI ecosystem here are exceptional, and we’re seeing increased demand from European companies bringing a thoughtful, quality-first approach to human and AI agents in their support operations.
Our philosophy, that AI automation is transformative but not a case of human versus machine, has resonated with customers here in the UK and Europe.”
Assembled’s expansion into London marks a key step in its mission to transform and elevate customer support, building on its belief that meaningful innovation happens when people and technology work together.