Fy!
Fy! is a London-based AI-powered online marketplace selling wall art, canvas prints, and framed prints from over 30,000 independent artists, serving individual home decorators via AI discovery tools and commercial clients through its Fy! Pro B2B program.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Fy! does
Fy! is a London-based, AI-enabled online marketplace for wall art, canvas prints, and framed prints, founded in 2014. The platform curates a catalog of more than 25,000 unique SKUs contributed by over 30,000 independent artists, illustrators, and photographers, serving individual home decorators seeking unique art unavailable through mass-market retailers as well as commercial buyers through its Fy! Pro B2B vertical (hotels, offices, restaurants, retail, education). The company has shipped 1.2 million items to customers in 47 countries, accumulating 240,000+ verified reviews with a 4.8/5 average rating.
Fy!'s core technology is a recommendation and visualization stack built around three consumer-facing AI tools: the AI Art Advisor (a beta computer-vision tool that analyzes customer-uploaded room photos and recommends art sized and color-matched for the space), the AI Designer gallery wall builder (a generative layout tool that coordinates multi-print displays), and the Style Quiz (a 60-second preference survey powering personalized recommendations). Underlying capabilities include recommendation engines and generative layout AI, with the AI Advisor processing approximately 1,247 walls per week. In April 2024, Fy! extended its marketplace through the acquisition of Trouva, adding 600+ independent boutiques across the UK and EU and creating a third distribution channel alongside its direct-to-consumer storefront and B2B field sales.
The business operates a primarily one-time-transaction revenue model: standard art prints start at $24.95, premium framed and canvas prints range from $37.95 to $64.95, and gallery wall sets start at $89. Pricing is supported by Klarna buy-now-pay-later and a 40% promotional discount observed on the site. Go-to-market is hybrid — product-led growth for consumers via self-serve AI discovery tools, paired with a dedicated trade sales team for Fy! Pro enterprise deals. Headcount is 101–250 employees, and the company has raised approximately $14.8M+ in disclosed funding since 2015, including a $6.95M round led by Hoxton Ventures in 2021 and a $3.83M round from Channel 4 Ventures in July 2024.
Fy! firmographics
Firmographics- Name
- Fy!
- Legal name
- Fy!
- Website
- https://iamfy.co
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fy! is a London-based AI-powered online marketplace selling wall art, canvas prints, and framed prints from over 30,000 independent artists, serving individual home decorators via AI discovery tools and commercial clients through its Fy! Pro B2B program.
- Ownership category
- akta.pro rank
Fy! industry classification
Industry- Product category
- Online Art Marketplace
- NAICS
- Art Dealers (45992)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Creator Merchandise & Print-on-Demand Platforms (MPACAFAE)
Keywords
Where Fy! is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Fy! business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Art Print Sales: Direct e-commerce sales of art prints, canvas prints, and framed prints to consumers. One-time transaction model with per-unit pricing. Additional revenue from premium framing options and gallery wall sets.
- Fy! Pro Commercial Sales: B2B sales of artwork solutions for commercial spaces including hotels, offices, retail, and education. Includes concept, supply, and installation services for larger projects.
- Marketplace Commission (via Trouva acquisition): Following the acquisition of Trouva, Fy! doubled its business by integrating 600+ independent boutiques across the UK and EU, expanding marketplace operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Art Prints - Starting at $24.95 |
| Unit Pricing | Pay-as-you-go | Premium Framed/Canvas Prints - From $37.95 |
| Unit Pricing | Pay-as-you-go | Gallery Wall Sets - From $89 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels11 records
Fy! product offering
Product offeringCore offering
Fy! operates an AI-enabled online marketplace where 30,000+ independent artists list and sell wall art (art prints, canvas prints, framed prints, XL prints, and gallery wall sets) to consumers worldwide, augmented by AI-powered discovery tools (Art Advisor, Gallery Wall Designer, Style Quiz). The platform also runs Fy! Pro, a B2B service delivering artwork sourcing and installation for hotels, offices, restaurants, retail, and healthcare spaces.
Product overview
Fy! operates as an AI-enabled marketplace offering wall art, canvas prints, framed prints, and posters from over 30,000 independent artists. The core offering comprises Art Prints, Canvas Art, Framed Prints, and XL/Large Art Prints, complemented by Gallery Wall Sets (2-6 print combinations) and the Fy! Pro commercial art service for businesses. AI-powered features include the AI Advisor (beta) for room-based art recommendations, the AI Designer for gallery wall layouts, and a Style Quiz for personalized recommendations. In April 2024, Fy! acquired Trouva, a boutique marketplace with 600+ UK/EU sellers, significantly expanding its business footprint. The platform serves 1M+ customers with prints starting at $24.95, shipped to 47 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Fy! Pro: Art for Business - artwork solutions for hotels, offices, retail, education and commercial spaces.
Products and services
- Art Prints The primary product offering: unique art prints by 30,000+ independent artists, illustrators, and photographers, sold individually as one-time purchases. Targeted at individual consumers decorating their homes.
- Canvas Art Canvas prints on premium-quality canvas with rich colour and texture, stretched and ready to hang. Features bold abstracts to calming landscapes by independent artists, sold to consumers for home decoration.
- Framed Prints Art prints mounted in frames with traditional and modern styling options, offering polished presentation for consumers seeking ready-to-hang wall décor.
- XL Art Prints Large-format and oversized wall art prints for transforming spacious rooms with a single statement piece, available in various orientations and color palettes.
- Gallery Wall Sets Pre-curated sets of 2-6 prints designed to work together as gallery walls, starting from $89, with matching designs coordinated for cohesive multi-piece displays.
- Fy! Pro (Art for Business) B2B commercial artwork solutions for hotels, offices, restaurants, retail, and educational institutions, offering services from concept and supply through to installation. Serves enterprise clients including Penta Hotels, BrewDog, Northpoint Recovery, Kindbody, Yotel, and Prezzo.
- Trouva Marketplace Online marketplace for independent boutiques across the UK and EU (600+ sellers), acquired by Fy! in April 2024 and integrated with Fy!'s AI search tools to improve customer engagement and personalization.
Quantifiable outcome
- 94% of buyers say Fy! art improved the room
- +3 more outcomes
Companies that use Fy!
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Fy! technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Fy! partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TrouvaflagshipFy! acquired Trouva, a marketplace for independent boutiques, in a strategic deal that doubled Fy!'s business. Trouva features over 600 boutiques across the UK and EU. The acquisition aims to leverage Fy!'s AI search tools to improve customer engagement across the combined platform.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Fy! competitors and assessment
Company assessmentDirect peers
- Society6: Artist marketplace selling art prints, canvas, framed prints, and home decor via independent creators. Directly comparable on product categories, marketplace dynamics, and independent-artist supply.
- Juniper Print Shop: UK-based online retailer specializing in curated art prints and gallery wall sets from independent artists. Closely comparable to Fy! on geography, gallery-wall merchandising, and curated-print positioning.
- iCanvas: Online retailer of canvas and framed art prints from independent artists and licensors, with multi-piece gallery wall offerings. Comparable on product mix, independent-artist supply, and direct-to-consumer e-commerce model.
- Desenio: Scandinavian-founded online retailer of art prints, posters, and frames targeted at style-conscious consumers. Highly comparable to Fy! in product mix (prints, frames, canvas, gallery wall sets), price point, and direct-to-consumer model.
- Saatchi Art: Online art marketplace selling original art and limited-edition prints from independent artists worldwide. Closely comparable to Fy! in marketplace model, target customer (home decor art buyers), and independent-artist supply side.
- Artfinder: Online marketplace for original art from independent artists, with curated collections and direct artist-to-buyer transactions. Comparable to Fy!'s independent-artist supply model and home decor buyer persona.
- Redbubble: Global print-on-demand marketplace enabling independent artists to sell artwork on prints, apparel, and home decor. Comparable to Fy! on the print-on-demand artist marketplace mechanic and SKU breadth.
Broad incumbents
- Wayfair: Major online home goods retailer carrying wall art, framed prints, and decor across thousands of brands. Competes for the same home decor wallet share as Fy! but at vastly greater scale and breadth of assortment.
- Etsy: Massive global marketplace for handmade and vintage goods including a large art-prints category from independent sellers. Overlaps with Fy! on independent-artist supply and art-print demand, but operates as a broad marketplace across many categories.
- West Elm: Large home furnishings retailer offering art prints and wall decor alongside furniture. Comparable on home decor buyer persona and AI-driven room visualization features, but with a much broader product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Fy! social profiles
Digital presenceFy! financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fy! leadership team
Management profileNumber of profiles
Profiles2 records
Fy! funding detail
Funding detailFunding overview
Funding rounds10 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fy! M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fy!
What does Fy! do?
Fy! operates an AI-enabled online marketplace where 30,000+ independent artists list and sell wall art (art prints, canvas prints, framed prints, XL prints, and gallery wall sets) to consumers worldwide, augmented by AI-powered discovery tools (Art Advisor, Gallery Wall Designer, Style Quiz). The platform also runs Fy! Pro, a B2B service delivering artwork sourcing and installation for hotels, offices, restaurants, retail, and healthcare spaces.
Is Fy! a public or private company?
Fy! is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fy! founded?
Fy! was founded in 2014. It employs 101 to 250 people.
Where is Fy! based?
Fy! is headquartered in London, United Kingdom, in the Europe region.
How does Fy! make money?
Three revenue lines are on record. Art Print Sales are the primary driver. The others are fy! Pro Commercial Sales and marketplace Commission (via Trouva acquisition).
Who are Fy!'s main competitors?
Direct peers on record are Society6, Juniper Print Shop, iCanvas, Desenio, Saatchi Art, Artfinder and Redbubble. Broad incumbents are Wayfair, Etsy and West Elm.
Does Fy! have an API?
No public API is recorded for Fy!.
What industry is Fy! in?
Fy!'s product category is Online Art Marketplace. Its primary akta.pro industry code is MPACAFAE, Creator Merchandise & Print-on-Demand Platforms. Its NAICS code is 45992 and its SIC code is 7330.