Turnpike

What Turnpike does

Turnpike (legally TRNPK Sweden AB) is a Stockholm-headquartered SaaS company founded in 2015 by Carl Norberg, Björn Ögren, and Peter Carlsson that provides a cloud-based wearable communication platform for frontline retail, grocery, hospitality, casino, and convenience-store workers. The core platform runs on Microsoft Azure IoT Hub and routes real-time staff notifications, task assignments, and shift information to Samsung Galaxy and Apple smartwatches, replacing legacy walkie-talkies, loudspeakers, and headsets with wrist-based communication. Deep integrations with IoT endpoints (smart cameras, Bluetooth buttons, digital displays, self-checkout systems, coffee machines, freezers, and reverse vending machines) and domain partners — Extenda Retail, TOMRA, Playtech, ITAB, and Schaerer — extend the platform into predictive alerting, frictionless self-checkout, and equipment maintenance. Documented customer outcomes include an 8% lift in staff efficiency, €29K in incremental annual sales per staff member, a 12% increase in employee satisfaction, and a 3-9% NPS uplift in casino deployments.

The company's revenue model combines per-seat software subscriptions (starting at approximately US $13 per user per month), smartwatch hardware resale (Samsung and Apple), and one-time onboarding and training fees. Turnpike sells through direct enterprise field sales supported by inside sales for 2-6 week pilot programs (minimum 5 users), with named enterprise customers across Nordics, Germany, the UK, and the Baltics including H&M, H&M Home, Ica, Coop, Willys, Åhléns, Nordic Choice Hotels / Clarion, Casino Cosmopol (Svenska Spel), Circle K, and Magasin du Nord. The company has raised approximately SEK 130M (~$13M) cumulatively, with a SEK 28M oversubscribed round in May 2022 led by Curitas Ventures at a SEK 140M post-money valuation, and is backed by named investors Jan Carlzon, Shervin Razani, Peter Carlsson, Michael Wolf, Svante Elfving, Tomas Franzén, and Johan Dennelind. In September 2024, Patrik Lundström was appointed CEO to lead international expansion, succeeding Jonas Borglin, with founder Carl Norberg continuing as Founder & CMO.

Name

Turnpike

Legal name

TRNPK Sweden AB

Website

https://turnpikegroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Turnpike is a Stockholm-based SaaS company that delivers a Microsoft Azure-powered wearable communication platform, sending real-time notifications and tasks to smartwatches worn by frontline staff in retail, grocery, hospitality, casino, and convenience-store chains across Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (SaaS): Monthly software license fee per user. Core revenue stream from cloud-based platform access, real-time notifications, dashboard, and analytics.
2. Smartwatch Hardware: One-time or monthly charges for Turnpike-enabled Samsung and Apple smartwatches. Hardware sales bundled with software subscription.
3. Onboarding and Training: One-time onboarding and training fee for initial setup and staff training. Typically can get store operational within 1 day.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Turnpike sells a cloud-based SaaS wearable communication platform that connects frontline staff in retail, grocery, hospitality, and casino venues via Samsung and Apple smartwatches. The platform delivers real-time notifications, task assignments, and shift information, and integrates with IoT devices (cameras, sensors, self-checkout, coffee machines) to trigger automated alerts. Revenue comes from per-user monthly software subscriptions, optional smartwatch hardware sales, and one-time onboarding/training fees.

Product overview

Turnpike offers a unified wearable-based staff communication and workflow optimization platform. The core offering combines a cloud-based SaaS platform with Turnpike-powered smartwatches (Samsung and Apple), enabling real-time notifications, task assignments, and shift management for frontline workers. Extended capabilities include pre-integrated input devices (Bluetooth buttons, digital displays, smart cameras) and IoT integrations (coffee machines, refrigerators, self-checkout systems). The solution operates across four market verticals: Retail, Grocery, Hospitality, and Casino, with documented integrations including Extenda Retail (self-checkout), TOMRA (reverse vending), ITAB Innovation, Playtech (casino), Schaerer (coffee machines), and Microsoft Teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Turnpike Platform
• Turnpike-Powered Smartwatches
• Frictionless Self-Checkout Solution

Quantifiable outcome

• 8% increase in staff efficiency
• +5 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered flagship and core.

• ITAB GroupflagshipTechnology or Integration · 10 March 2026Demonstrated solutions together at EuroShop 2026. Partnership equips frontline staff with Samsung smartwatches powered by Turnpike's real-time platform for retail environments, creating connected fitting rooms and customer service ecosystems.
• TOMRAcoreTechnology or Integration · 10 March 2026Partnership for smoother recycling experience. TOMRA's reverse vending systems integrated with Turnpike to alert staff when machines need attention, reducing customer wait times and improving service at deposit return stations.
• PlaytechcoreTechnology or Integration · 3 October 2024Integrates Turnpike's cloud service and wearable technology with Playtech's casino solutions. Enables instant help requests, proactive machine alerts, and VIP notifications for casino operations worldwide.
• SchaerercoreTechnology or Integration · 11 April 2024IoT integration partnership connecting Turnpike's wearable tech with Schaerer's fully automatic coffee machines. Enables predictive alerts for bean/milk levels, grinder maintenance, and instant customer help requests at coffee stations.
• Circle KflagshipStrategic or Co-development Partner · 8 March 2024Strategic collaboration to transform convenience store experience. 32-store pilot in Baltic region successful; first Germany store launched. Smartwatches connected to IoT equipment (coffee machines, freezers) and customer assistance systems.
• Extenda RetailcoreTechnology or IntegrationFully integrated solution for frictionless self-checkout combining Turnpike's wearable staff communication with Extenda Retail's self-checkout systems (100,000+ POS in 30+ countries). Enables on-demand customer assistance, routine accuracy checks, and automated age verification alerts sent directly to staff smartwatches.
• MicrosoftflagshipTechnology or IntegrationPartnership using Microsoft Azure IoT Hub and Azure Stack Edge services. Turnpike's platform integrated with Microsoft Teams for retail communication. Turnpike was named Microsoft Sweden Startup of the Year 2021.
• SamsungflagshipTechnology or IntegrationSamsung Galaxy smartwatches are the primary wearable device for Turnpike's solution. Partnership enables retail staff connectivity through Samsung's hardware ecosystem.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WorkJam: Digital workplace platform purpose-built for frontline and hourly workers in retail, hospitality, and grocery; competes directly with Turnpike on staff communication, task management, and shift scheduling delivered to mobile devices.
• Beekeeper: Frontline employee app for shift-based industries including retail, hospitality, and manufacturing; competes with Turnpike on mobile-first staff communication, task management, and operational workflows.
• Yoobic: Frontline employee experience platform for retail and hospitality chains; overlaps with Turnpike on task execution, in-store communication, and performance management for store staff.

Broad incumbents

• Microsoft (Teams + Shifts / Viva Connections): Broad enterprise platform incumbent; Microsoft Teams, Shifts, and Viva Connections are increasingly bundled into frontline worker offerings that overlap with Turnpike's communication and scheduling capabilities, leveraging existing enterprise relationships.
• Salesforce Field Service / Service Cloud: Broad CRM incumbent offering field service and customer service modules that increasingly address in-store staff workflows and retail customer engagement; competes indirectly via enterprise relationships and platform bundling.
• ServiceNow (HR Service Delivery / Now Assist): Enterprise workflow platform expanding into frontline worker use cases via HR Service Delivery, Now Assist, and workflow automation; competes indirectly with Turnpike on enterprise-wide staff task and communication workflows.
• Zebra Technologies: Provider of retail mobile devices, scanners, and workforce solutions; also a Turnpike technology partner. Sells enterprise mobility hardware and software stacks that overlap with parts of Turnpike's wearable-based staff communication offering.
• Honeywell Workforce Solutions: Sells retail mobile computers, voice-directed workflows, and workforce management software that compete with Turnpike's wearable communication and task-routing proposition in large retail and grocery chains.

Emerging players

• Qudini: Customer journey and queue management platform for retail and banking; overlaps with Turnpike's queue-reduction and customer-assistance use cases, particularly in-store appointment and click-and-collect workflows.
• RetailNext: In-store analytics platform using computer vision and IoT sensors to optimize retail operations; overlaps with Turnpike's intelligent camera and predictive analytics capabilities for queue and traffic optimization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/turnpike-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors1 record

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 Turnpike