United Ventures invests in Smartness
for $51m

Smartness's Series B funding of €47 million positions the company as a leading player in the transition from traditional vertical SaaS to agentic systems, particularly within European hospitality. The investment addresses a critical gap in the market by offering an end-to-end operational platform that automates decision-making and task execution for independent hotels, reducing their dependency on online travel agencies (OTAs) and improving their financial autonomy. This strategic move aligns with growing industry trends towards more integrated, AI-driven solutions. The financing round includes both primary and secondary funding alongside a debt component, reflecting the company's robust growth trajectory and ambitious expansion plans. With €60 million in total capital raised to date, Smartness is poised for significant M&A activity and international scaling, particularly across the DACH region and beyond. This strategic allocation of funds underscores the company’s intent to rapidly consolidate market share by acquiring complementary technologies and expanding its product suite. Smartness's entry into the European hospitality technology sector disrupts the traditional competitive landscape dominated by incumbent OTAs and legacy property management systems (PMS). By leveraging agentic systems, Smartness can offer more integrated solutions that cater to independent hoteliers' needs for efficient operations and direct customer relationships. This shift not only enhances market competitiveness but also positions Smartness as a potential leader in redefining the hospitality tech stack across Europe. Looking ahead, key risks include successful integration of acquisitions, maintaining rapid organic growth amidst increasing competition from large incumbents and emerging startups, and navigating regulatory challenges associated with cross-border operations. However, given Smartness's strong founding team, proven product-market fit, and disciplined approach to M&A and international expansion, the company is well-positioned to capitalize on the growing demand for agentic systems in hospitality technology.