“From Cost Factor to Value Creation”: How traide AI and PwC Germany are Rethinking Customs
Anyone trading products internationally knows the problem: customs tariff classification is complex, prone to errors, and in many companies still a manual process with growing liability risk.
Berlin-based startup traide AI has developed an AI-powered platform that classifies customs tariff codes in seconds, provides legally defensible justifications, and automatically checks them against regulations. Since 2024, traide AI and PwC Germany have been combining AI technology with customs-law expertise. For HTGF, it’s a nice full-circle moment: traide AI is a portfolio company, and PwC Germany a long-standing fund investor. We spoke with Leonie Althaus, Co-Founder & CEO of traide AI, and Dr. Michael Tervooren, Partner at PwC Germany and Head of the Customs & International Trade team.

How did the collaboration between traide AI and PwC Germany come about?
Leonie Althaus: From the very beginning, we were very active on LinkedIn, sharing what we do at traide AI. This was still early on; we were maybe a year and a half old. Then Sarah from Michael’s team reached out to me and asked whether we could look at the platform together. That quite quickly turned into an in-person meeting in Hamburg. The special thing was that PwC Germany approached us, which we didn’t expect. And that they actually decided to work with us was a real vote of confidence for us as a young startup.
Michael, would you like to add your perspective?
Dr. Michael Tervooren: We regularly look at startups. Especially in customs and international trade, we’ve seen many approaches over the years: early tech solutions, shared-service-center models, and much more. What convinced us early about traide AI was that the technology and the domain-specific use case fit together in a very concrete way. That’s why we reached out, and we were quickly convinced.
“What convinced us early about traide AI was that the technology and the domain-specific use case fit together in a very concrete way.
Dr. Michael Tervooren, PwC Germany
Where do clients currently feel the pinch when it comes to customs classification?
Dr. Michael Tervooren: You can illustrate it with a simple example. A company with 10,000 goods would need to spend around 4,000 to 5,000 hours for full classification: researching product descriptions, applying the law, and then carrying out quality assurance. Manually, that’s simply not feasible. That’s exactly where the core problem lies, and exactly why the approach of AI-supported classification is so interesting.
Leonie, how do you explain to an SME what traide AI does?
Leonie Althaus: We like to say: we clean up customs master data. We give companies the ability to do this efficiently, but above all, securely. Sure, especially for SMEs, efficiency matters. Getting faster is always important. But above all, we lead with the compliance argument. And I think in the last two or three years, most managers have realized how important legally defensible processing is. That’s where we really add value. We help companies legally de-risk on the trade compliance side.
Michael, what changes concretely for customs teams when AI supports the work?
Dr. Michael Tervooren: First you need to understand how central the customs tariff code is, because it affects far more than customs duties themselves. It can be relevant for topics such as CBAM, the deforestation regulation, the applicable VAT rate, or first indications for export controls. The tariff code is therefore a hub from which many regulatory threads run.
The time gained through AI relieves companies significantly, especially now, when everyone is looking at resources and efficiency. In the end, however, what stands out most is better compliance, and in both directions. It’s not only incorrect tariff codes that are identified and need to be corrected, but also those for which a more favorable classification would have been legally eligible. Classification is one of the three central audit points in every customs audit. Anyone who can demonstrate that they have this under control has a clear advantage.
“You don’t just find customs tariff codes that are incorrect. You also find some for which a more favorable classification would have been applicable. It works both ways.”
Dr. Michael Tervooren, PwC Germany
From when does it make sense to use AI in customs classification? Is there a rule of thumb?
Leonie Althaus: Not for every team, but in general I would say: from a product catalog of around 10,000 products, using AI makes sense. Below that, you’re a bit like using a sledgehammer to crack a nut. But it also depends on how critical the goods are. We work a lot in industries with highly critical products, such as medical technology, pharma, and automotive, where there are particularly many implications attached: the deforestation regulation, the Carbon Border Adjustment Mechanism (CBAM), export control. There I’d say it’s worth it already from 5,000 products. In the consumer goods sector, where a lot is less regulated, you can often get by with manual processing for longer. But on average, we work with most customers from 10,000 products in the catalog, and upward there’s no limit. There are companies with up to 10 million items.
How is the customs department changing through AI, and what role will humans play in the future?
Dr. Michael Tervooren: A difficult question, because we’re experiencing a real technology booster right now, especially with regard to AI. Still, two things can be predicted. Humans will continue to play a central role. AI supports specialist decisions, but it won’t fully replace them, among other reasons, for legal reasons. And there will be much more transparency. I still remember the introduction of ATLAS Export, i.e., the electronic export declaration. Since then, digitization in the customs environment has made enormous progress. This transparency enables companies to act instead of just reacting. In the past, you would find something in an audit and then have to fix it afterwards. Acting proactively used to be very difficult.
Leonie, what’s your view on that?
Leonie Althaus: One hundred percent. We see exactly this shift: away from purely operational “firefighting,” similar to how it used to be in accounting, toward an auditing and strategically impactful department. Precisely because so much is happening geopolitically right now, a department that was previously seen as a value drain can, for the first time, really act as value-creating. That was hardly possible before. Teams were operationally overloaded, and the topic often lacked relevance. That has changed; press coverage over recent years has certainly contributed. The view of the customs department is changing: away from a pure problem area, toward a function that actively helps the business run better.
Dr. Michael Tervooren: Exactly. Customs is now no longer seen only as a tax collection mechanism, but as a political instrument. Since more recent trade-policy developments, especially the U.S. tariff measures of recent years, the topic has received much more attention at C-level, as Leonie says, than it had in previous years.
“A department that used to be a cost factor can suddenly act as value-creating. That was never possible before.”
Leonie Althaus, traide AI
Where is the collaboration heading next?
Leonie Althaus: What we’re pushing particularly strongly right now, and what Michael insisted on from the start, is export control. In international trade, you distinguish between customs law and export control law, and at traide AI we’ve so far focused strongly on customs law. Since January, we’ve been live with our export control tool, traide Export, with a lot of specialist support from PwC. This is an area where the consequences of errors reach a completely different order of magnitude than in customs law and where the market has been waiting an extremely long time for a solution.
Dr. Michael Tervooren: In this area, we currently see comparatively few integrated solutions that combine domain expertise and technological scalability. From our perspective, that is a key differentiating factor.

Leonie, what advice would you give other founders who are aiming for a partnership with an established player?
Leonie Althaus: Back then, many people advised us against it. From today’s perspective, it was one of our best decisions. Two things are crucial in my view. First, you have to feel that you’re being seen on an equal footing, not just as a small startup, which you, in fact, are. Second, you really must understand the motivation the other side has for entering the partnership and keep checking that, because that motivation shifts over time. Both sides need to continuously derive value from it.
What helped us a lot is that we agreed on exclusivity early on. People advised us against that. “Don’t do anything exclusive, too risky, stay broadly positioned.” But precisely showing your own commitment led to the other side showing commitment as well. In retrospect, I’m very glad we didn’t listen to anyone.
“We were advised not to do anything exclusive. That was exactly the best decision we made.”
Leonie Althaus, traide AI
And from your perspective, Michael: what does a startup need to bring to the table for such a collaboration to really work?
Dr. Michael Tervooren: We review at least one startup per month. The market is very active. A few basics: first, you need a really good idea with a well-thought-through use case. That sounds banal, but this clarity is crucial. Then the technology must work in principle. Some teams are in a very early development phase. But for a collaboration it’s important that the technology is at least fundamentally robust. And the solution needs to be scalable. As advisors, we also look at the business case, because the solution has to be viable for our clients beyond individual one-off solutions.
Those were the hard facts. At least as important is the human level: the willingness to truly engage with each other so that trust can emerge. We are working on technological applications in an environment where many detailed questions have not yet been fully mapped out, especially at the intersection of AI, customs law, and operational implementation. In these projects, there are always situations that have to be clarified together because they simply haven’t existed like this before. With traide AI, this collaboration works very well.































































