Smart In Media

What Smart In Media does

Smart In Media AG is a German digital pathology software company founded in 2011 and headquartered in Cologne, operating through wholly-owned subsidiaries in the United States (Smart In Media USA Inc., Raleigh, NC) and Spain (Smart In Media Iberia SLU, Avilés). The company's core product is PathoZoom Digital Lab, an image management system (IMS) that enables pathology departments to digitize whole-slide images, manage cases, collaborate remotely, and integrate AI into diagnostic workflows. The platform supports all major WSI scanner formats (DICOM, 3DHISTECH, Hamamatsu, Leica Aperio, Philips, Olympus, Motic, PreciPoint) and connects to laboratory information systems via an open API. Surrounding products include PathoZoom Scan & LiveView (microscope digitization and live streaming), PathoZoom LiveView Macro (grossing station integration), SmartZoom ClassRoom (medical histology teaching), a Clinical Trials Suite, AI Modules, MIKAIA AI Studio for custom model development, and the integrated MyeloAID bone marrow AI developed by partner Cancilico.

The company monetizes primarily through subscription-based SaaS licensing of PathoZoom (with quarterly billing, 12-month auto-renewal, and 3-month termination notice), supplemented by one-time hardware sales (microscope scanners with a 24-month warranty) and professional services billed at €125 per developer hour. Customers include major academic medical centers and cancer institutes such as Charité Berlin, UKE, LMU, Mayo Clinic, MD Anderson (Texas and Madrid), Duke Health, UCSF, UCLA, Rutgers Cancer Institute, BC Cancer, Sonic Healthcare Germany, and Institut für Hämatopathologie Hamburg, alongside university teaching accounts including Bristol, Bologna, Milano Statale, Liverpool, Surrey, and Charles University Prague. The company self-reports over 1,000,000 cases processed and over 5,000 TB of digital slides created with PathoZoom over 15+ years of operation.

Name

Smart In Media

Legal name

Smart In Media AG

Website

https://smartinmedia.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Smart In Media AG provides the PathoZoom digital pathology software platform, enabling hospitals, universities, and clinical trial organizations to digitize, manage, analyze, and share pathology slides with integrated AI across global markets.

Ownership category

akta.pro rank

Product category

Digital Pathology Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Scientific Data Management & Data Platforms (SDMS/Data Lakehouse for R&D) (HLAGAJAC)

akta.pro secondary industries

Imaging & Diagnostic Interoperability (DICOM exchange, image sharing, VNA connectivity) (HLACABAM), Medical Imaging AI (HDAAAEAH), Clinical Trial Informatics (EDC/CTMS/eCOA/eTMF) (HLAGAJAM)

Keywords

• Digital pathology software
• Whole slide imaging
• Pathology image management
• AI-assisted diagnostics
• Virtual microscopy teaching

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing (SaaS): PathoZoom software provided as Software as a Service (SaaS) solution with subscription-based licensing. Cloud usage includes software updates, technical support, hotline for customer enquiries, hosting in agreed storage space, and software maintenance. Contracts are typically for indefinite periods with 3-month notice termination and auto-renewal for 12 months if not terminated.
2. Hardware Sales: Sale of physical hardware products including microscope scanners and related equipment. Hardware prices include statutory VAT but not shipping costs. Invoicing typically quarterly with 14-day payment terms. Hardware warranty period is 24 months.
3. Professional Services: Custom development services billed at €125 net per developer working hour for requested software changes. Travel expenses and on-site personnel support invoiced separately.
4. Local Installation Licensing: Software installed on customer servers combined with cloud server connectivity for uploading, sharing and editing pathological preparations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Smart In Media AG provides a digital pathology software platform (PathoZoom) for digitizing, managing, sharing, and analyzing histopathology slides. Its core offering, PathoZoom Digital Lab, is a cloud-based Image Management System combined with companion modules for microscope digitization, grossing station workflows, histology education, clinical trials, AI-assisted diagnostics, and custom AI model development. The platform is targeted at hospital pathology departments, medical universities, hematology labs, and pharmaceutical clinical trial sponsors, with delivery via SaaS subscription, on-premise installation, and supporting hardware sales.

Product overview

Smart In Media offers a comprehensive digital pathology ecosystem positioned as 'The Pathologists' Company.' The core platform is PathoZoom® Digital Lab, an Image Management System (IMS) that serves as the central hub for managing, analyzing, and sharing digital pathology cases with integrated AI capabilities. Supporting the core platform are specialized products: PathoZoom® Scan & LiveView for microscope digitization and live viewing, PathoZoom® LiveView Macro for grossing station workflows, SmartZoom® ClassRoom for histology education, and a Clinical Trials Suite for research applications. AI capabilities are enhanced through AI Modules for diagnostic assistance, MIKAIA® AI Studio for custom AI model development, and MyeloAID™ for specialized bone marrow analysis. The portfolio spans digitization, collaboration, AI integration, education, and specialized medical diagnostics.

Differentiator

Problem solved

Functional benefit

Brands

• PathoZoom®: Central digital pathology platform for managing, analyzing, and sharing digital cases; includes Scan & LiveView and LiveView Macro modules
• SmartZoom® ClassRoom
• MIKAIA® AI Studio
• MyeloAID™

Products and services

• PathoZoom® Digital Lab (IMS) Central digital pathology platform for managing, analyzing, and sharing digital cases. Combines diagnostics, collaboration, and AI integration - flexible, secure, and accessible from anywhere. Designed for hospital pathology departments, medical universities, and clinical trial sponsors.
• PathoZoom® Scan & LiveView
• PathoZoom® LiveView Macro
• SmartZoom® ClassRoom Digital learning platform for pathology and histology education, creating interactive courses with digital slides enabling location-independent learning for students and professionals.
• Clinical Trials Suite Digital pathology solution designed for clinical trial workflows, enabling standardized slide management and analysis for research studies by pharmaceutical sponsors and CROs.
• AI Modules Artificial intelligence diagnostic assistance modules integrated into the PathoZoom platform, integrating available AI software or deploying custom models for automated analysis of pathology specimens.
• MIKAIA® AI Studio AI development environment for creating and training custom AI models for digital pathology applications, enabling pathologists and developers to build, test, and deploy specialized diagnostic AI.
• MyeloAID™ Hematology AI AI-powered diagnostic software for bone marrow analysis, analyzing bone marrow samples to improve diagnosis of hematological malignancies and addressing the global shortage of hematological specialists. Operates as a Research Use Only version integrated with PathoZoom.

Quantifiable outcome

• 100% of 136 surveyed second-year medical students at Bristol University preferred virtual microscopy over conventional microscopes
• +2 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature8 records

Partnerships

One partnership is on record.

• CancilicocoreTechnology or IntegrationCancilico's MyeloAID bone marrow analysis AI software is integrated with Smart In Media's PathoZoom platform. The startup, founded in 2023 as a spin-off from TU Dresden and University Hospital Dresden, operates via a Research Use Only version integrated with PathoZoom. Cancilico raised €2.5M seed funding in January 2026 to advance MyeloAID toward FDA and CE-IVDR approval.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 3DHISTECH: Hungarian digital pathology company offering whole-slide scanners and the CaseCenter IMS — directly comparable to Smart In Media as a scanner-agnostic IMS + AI platform serving pathology labs and academic medical centers globally.
• Indica Labs: Developer of the HALO image analysis platform for digital pathology — directly comparable as a software-only vendor offering AI-powered quantification and workflow tools to pathology and pharma clients.

Broad incumbents

• Philips (Digital & Computational Pathology): Operates the IntelliSite Pathology Solution combining Philips Ultra Fast scanners with the IMS — a broader incumbent competitor that bundles hardware and software, competing with PathoZoom in mid-to-large hospital pathology departments.
• Leica Biosystems (Aperio): Major pathology vendor combining Aperio AT2 scanners with ImageScope software — competes in the same enterprise pathology digitalization workflows as Smart In Media, particularly in academic medical centers.
• Roche (VENTANA / uPath): Roche's VENTANA DP 200 scanner and uPath enterprise software suite is a global incumbent in primary diagnostic digital pathology — overlaps with PathoZoom Digital Lab in cancer diagnostics use cases.
• Hamamatsu Photonics (NanoZoomer): Provides NanoZoomer whole-slide scanners plus the NDP.view/NDP.serve software stack — a scanner-vendor competitor whose .ndpi format is one of the major formats Smart In Media's open architecture supports.

Emerging players

• Proscia: Philadelphia-based digital pathology platform combining a Concentriq IMS with AI applications for diagnostic and research workflows — overlapping with PathoZoom Digital Lab and MIKAIA AI Studio.
• Ibex Medical Analytics: AI-first pathology vendor offering Galen prostate and breast diagnostic applications — competes with Smart In Media's AI Modules and MyeloAID in the AI-diagnostic-augmentation layer.
• Paige.AI: AI-pathology company offering the FullFocus viewer and FDA-cleared diagnostic AI for prostate — a direct competitor for AI diagnostic adoption that contrasts with Smart In Media's non-CE-certified positioning.
• Aignostics: Berlin-based AI pathology spin-out focused on multi-modal foundation models for pathology — adjacent competitor in AI pathology development, leveraging similar European academic medical center relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SmartInMediaGmbH
• LinkedInlinkedin.com/company/smart-in-media
• Instagraminstagram.com/smartinmediaAG
• Xx.com/_SmartInMedia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Smart In Media