What Smartness does

Smartness is an Italian vertical SaaS company, founded in 2020 in Arco (Trentino) and originally branded as Smartpricing, that builds an all-in-one cloud-based hospitality platform for independent hotels, bed-and-breakfasts, and vacation rental operators. The platform combines an integrated property management system (Smartpms) with AI-driven dynamic pricing (Smartpricing), generative-AI guest messaging (Smartchat), CRM and email marketing automation (Smartconnect), Google and Meta ad management (Smartads), payment automation (Smartpay), website building (Smartsite), an outcome-based managed service (Smartresults), and a free market intelligence tool (Smartfree). Underlying technology centers on machine learning models trained on booking, competitor, event, and weather data across 5,000+ properties in 41 countries, with a stated roadmap toward an agentic AI system that autonomously executes revenue, marketing, and guest-service workflows.

The business model is primarily B2B SaaS subscription, with modular pricing customized per property and bundled Premium and Ultra tiers that include consulting hours and managed services. Smartads is sold as a managed service with transparent published tiers starting at €233/month, while Smartresults introduces an outcome-based layer of fixed software fee plus performance commission on measured revenue and booking growth. Go-to-market combines product-led growth (Smartfree freemium tool, ROI calculator, downloadable resources) with consultative demo selling for higher tiers, supported by 80+ integrations with leading PMS and channel manager platforms.

Following a €13 million Series A in December 2023 led by Partech and a €47 million Series B in May 2026 led by United Ventures and CDP Venture Capital (claimed as the largest vertical SaaS round in Italy), Smartness reports ARR above €10 million, approximately 10% monthly growth, and NRR above 150%. The Series B is earmarked for scaling engineering and commercial teams, deepening the agentic AI platform, and pursuing strategic M&A as the company targets tripling revenue by 2026 across its 41-country footprint.

Name

Smartness

Legal name

Smartness Srl

Website

https://smartness.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Smartness is an Italian vertical SaaS company that provides an AI-powered all-in-one hospitality platform — combining PMS, dynamic pricing, guest messaging, CRM, ads, and payments — for independent hotels, B&Bs, and vacation rental operators across 41 countries.

Ownership category

akta.pro rank

Product category

Hospitality Software (Vertical SaaS)

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Hotel CRS & Booking Engines (THALADAA)

akta.pro secondary industry

Hotel & Accommodation Booking Platforms (THALAFAB)

Keywords

• Hospitality software platform
• Revenue management software
• Dynamic pricing software
• Property management system
• Guest messaging automation

Headquarters

HQ city

Riva Del Garda

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Licensing: Smartness generates the majority of its revenue through modular B2B SaaS subscriptions, where accommodation providers pay a recurring fee for access to its software platform. Customers can purchase individual products (Smartpricing, Smartpms, Smartchat, Smartconnect, Smartsite, Smartads, etc.) or bundled packages, with pricing customized based on property characteristics, number of rooms/units, and selected features. Annual subscriptions offer discounted pricing versus monthly. Premium and Ultra plans include dedicated consulting hours, strategic support, and managed services.
2. Outcome-Based / Performance Fee Model (Smartresults): Smartresults charges customers a low fixed software fee plus a variable commission only on the actual revenue and booking growth achieved, calculated against a pre-agreed baseline. If no growth is delivered, no performance fee is charged. This model also includes ad budget fronting for qualified properties and full delegation of revenue/marketing strategy execution to Smartness's expert team for one year.
3. Managed Ad Campaign Services: Smartads manages Google and Meta advertising campaigns on behalf of customers, with pricing structured as a monthly service fee (Base from €233/month, Premium from €566/month, Ultra from €750/month) plus the customer's ad budget, which Smartness fronts for qualified properties.
4. Professional Services & Consulting: Premium and Ultra plan tiers across multiple products include bundled consulting hours, dedicated revenue manager and marketing manager support, onboarding meetings, quarterly reviews, and strategic optimization sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Smartness is an all-in-one cloud-based B2B SaaS platform for hotels, B&Bs, and vacation rental managers that unifies AI-driven dynamic pricing, property management, multi-channel guest messaging, CRM and email marketing, payment automation, website building, and ad campaign management into a single ecosystem. The platform combines generative AI, predictive analytics, and an emerging agentic AI system to automate up to 90% of daily operations and increase direct bookings. It is sold via modular subscriptions, with optional performance-based managed services for customers lacking internal capability.

Product overview

Smartness is an all-in-one B2B SaaS hospitality management platform comprising a core unified platform (Smartpms) plus multiple integrated modules covering revenue management, guest communication, marketing, advertising, payments, and market intelligence. The core platform is Smartpms, an all-in-one PMS that automates up to 90% of daily hotel operations. Built around Smartpms are the following modules: Smartpricing (AI dynamic pricing/RMS), Smartchat (AI guest messaging), Smartconnect (CRM/email marketing), Smartads (Google/Meta ad management), Smartpay (payment automation), Smartsite (website builder), and Smartresults (performance-based revenue model). Freely available tools include Smartfree (market intelligence) and Smartcheck (reputation analysis). Additional operational modules cover booking engine, channel manager, accounting, bureaucracy, housekeeping, maintenance, and events. The platform is positioned as the world's first 'Agentic System' for hospitality, integrating multiple AI capabilities to automate pricing, marketing, guest communication, and operations across 4,000+ customers in 41 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Smartpricing: AI-powered dynamic pricing software for hotels and vacation rentals with revenue management capabilities
• Smartchat
• Smartpms
• Smartconnect
• Smartsite
• Smartresults
• Smartads
• Smartpay
• Smartreputation
• Smartfree

Products and services

• Smartpms All-in-one cloud-based property management system for hotels, B&Bs, and vacation rentals that centralizes bookings, self check-in, automated payments, accounting, government compliance reporting (AlloggiatiWeb, ISTAT, tax agency), housekeeping, maintenance, channel management, and booking engine, automating up to 90% of daily operations.
• Smartpricing AI-powered dynamic pricing and revenue management software for hotels and vacation rentals. Uses machine learning to analyze thousands of data points (internal bookings, seasonality, competitor pricing, events, weather, occupancy) and automatically optimize room rates up to 500 days in advance, targeting an average +30% annual revenue increase.
• Smartchat

Quantifiable outcome

• +30% average annual revenue increase for customers using Smartpricing dynamic pricing
• +8 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration98 records

AI capability8 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and major.

• GuestycoreTechnology or IntegrationLeading vacation rental property management platform. Smartness integrates with Guesty to enable synchronized pricing, automated guest messaging, and CRM data synchronization for mutual customers using both platforms.
• MewscoreTechnology or IntegrationCloud-based hotel property management system. Smartness integrates with Mews for automated pricing synchronization, guest communication, and property management data exchange.
• CloudbedscoreTechnology or IntegrationAll-in-one hotel management platform for independent properties. Smartness integrates with Cloudbeds to provide dynamic pricing, guest messaging, and CRM automation for mutual customers.
• SiteMinder / Little HoteliermajorTechnology or IntegrationChannel manager and hotel channel management solutions under the SiteMinder umbrella (including Little Hotelier for small properties). Smartness integrates to synchronize rates and availability across OTAs and manage distribution.
• RoomRaccoonmajorTechnology or IntegrationHotel PMS and channel manager. Smartness integrates with RoomRaccoon for pricing automation, booking data synchronization, and guest communication integration.
• StripecoreTechnology or IntegrationPayment processing platform integrated with Smartpms and Smartpay for automated payment collection, processing, PCI-compliant card handling, and daily payouts to accommodation providers.
• HostawaymajorTechnology or IntegrationVacation rental management software. Smartness integrates with Hostaway for dynamic pricing and guest messaging automation for short-term rental operators.
• ApaleomajorTechnology or IntegrationOpen platform hotel property management system. Smartness integrates with Apaleo to provide revenue management and guest communication features.
• SmoobumajorTechnology or IntegrationVacation rental management software. Smartness integrates with Smoobu for pricing automation and guest communication for short-term rental properties.
• SabeeAppmajorTechnology or IntegrationHotel PMS and channel manager solution. Smartness integrates with SabeeApp for pricing synchronization, booking management, and guest communication.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cloudbeds: Cloudbeds is an all-in-one hotel management platform for independent properties, directly competing with Smartness's Smartpms offering across PMS, booking engine, channel manager, and CRM. Both target independent hotels and vacation rentals with integrated SaaS suites.
• Mews: Mews is a cloud-based hotel PMS and operating system for the modern hotel industry, with comparable modules (PMS, booking engine, payments, guest experience). It is one of Smartness's named integration partners but also a direct competitor for the same independent and boutique-hotel customer base.
• SiteMinder: SiteMinder operates a hotel distribution platform combining channel manager, booking engine, and direct booking tools aimed at independent hotels. Its Little Hotelier product targets the same small-property segment that Smartness's Smartpms and Smartfree address.
• Guesty: Guesty is a property management platform for short-term rental managers and hosts, directly overlapping Smartness's vacation rental manager segment. It is a named integration partner of Smartness, and both companies compete for multi-property vacation rental managers in Europe.
• RoomRaccoon: RoomRaccoon is a hotel PMS and channel manager for independent hotels in Europe, directly comparable to Smartness's Smartpms and Smartpricing. It is also a named Smartness integration partner, illustrating the overlap in target customer (small-to-mid European hotels).
• PriceLabs: PriceLabs is a dynamic pricing and revenue management tool for short-term rentals and vacation rental managers. It is a named Smartness integration partner but also a direct competitor to Smartpricing in the revenue management category.
• Hostaway: Hostaway is a vacation rental management software for professional property managers, comparable to Smartness's Smartpms and Smartpricing for the short-term rental segment. It is a named Smartness integration partner, indicating clear product overlap in target use cases.
• Smoobu: Smoobu is a vacation rental management platform for hosts and small property managers in Europe, with channel manager, booking, and pricing features. It is a named Smartness integration partner, signaling directly comparable offerings for small STR operators.
• Lodgify: Lodgify is an all-in-one vacation rental website, booking engine, and property management software for STR owners and managers. It is a named Smartness integration partner, and both target small-to-mid European short-term rental operators.

Emerging players

• Beyond Pricing: Beyond Pricing is a dynamic pricing solution for short-term rentals, narrowly focused on the same revenue management capability as Smartpricing. While smaller and more specialized than Smartness, it represents a focused competitor in the RMS category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/smartnesscom
• LinkedInlinkedin.com/company/smartness-com

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds6 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smartness