friendlyway

Name

friendlyway

Legal name

SaM Digital Solutions GmbH

Website

https://friendlyway.de

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Self-Service Kiosk and Visitor Management Software

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)

akta.pro primary industry

Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison) (IMAIALAK)

Keywords

• Visitor management software
• Digital signage platforms
• Self-service kiosks
• Yard management systems
• Interactive wayfinding solutions

Headquarters

HQ city

Gilching

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions (SaaS): Cloud-based software platform subscription model. flexible pricing with customizable plans. Includes Digital Signage, Visitor Management, and other modules.
2. Hardware Sales: Sale of proprietary kiosk hardware including Counter 12, Counter 22, Empire 22 series, Luminum 43, Impress 43, Welcome 43 Pro, and Outdoor kiosks.
3. Partner Program Licensing: Partners can offer software licenses, SaaS, or complete own solutions. Partners include integrators, resellers, and specialized dealers.
4. Professional Services: Implementation, consulting, and customization services for enterprise deployments. Enterprise plans include guided onboarding, solution workshops, and monitoring dashboards.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

friendlyway provides an integrated hardware-and-software platform for self-service digital service points. Its cloud-based software suite covers visitor management (VISITOR FLOW), digital signage, interactive wayfinding, AI virtual assistants, video consultation, and yard/truck-gate management, all manageable from a single console. The offering is delivered through friendlyway's own line of kiosk hardware (Counter, Empire, Luminum, Impress, Welcome, Outdoor series) and complemented by professional services for enterprise deployments, serving customers across manufacturing, retail, public administration, tourism, logistics, and KRITIS-critical infrastructure.

Product overview

friendlyway offers an integrated hardware and software platform combining self-service kiosks with cloud-based software for visitor management, digital signage, and logistics. The core offerings include friendlyway VISITOR FLOW (cloud-based visitor management system), friendlyway Digital Signage Cloud (content management and digital signage platform), and friendlyway Cloud Platform (central management layer). The software portfolio includes modular add-ons such as AI Assistants (KI-Assistenten), Audio/Video-Telefonie, MS Teams-Telefonie, MS Outlook Add-in, WayFinding, Room Booking, Catering, Video Consultation (Videoberatung), Time-Slot-Management, Digital Black Board, and Yard Management System (YMS). The hardware portfolio includes Counter 12, Counter 22, Empire 22 Slim, Empire 22 Deep, Empire 22 Pro, Luminum 43, Impress 43, Welcome 43 Pro, and Outdoor steles. The platform integrates with Microsoft ecosystem (Teams, Outlook, SharePoint, Entra ID), ERP systems (SAP, Oracle, Microsoft Dynamics), CRM (HubSpot), identity providers (PingID, Okta), access control vendors (FAAC, Bosch, Interflex, Johnson Controls, Gunnebo), and network infrastructure (Cisco ISE, ExtremeCloud IQ, Lancom).

Differentiator

Problem solved

Functional benefit

Products and services

• friendlyway VISITOR FLOW Cloud-based visitor management system for offices, production facilities, government offices, logistics hubs, and educational institutions. Manages visitor registration, badge printing, security compliance, and access control integration, with check-in apps, individual adaptation to company requirements, and offline mode capability.
• friendlyway Digital Signage Cloud Cloud-based digital signage software platform for centrally managing and controlling digital content across displays, kiosks, tablets, and videowalls. Supports interactive and non-interactive content, multi-device control, layout design, and content organization with drag-and-drop authoring that requires no programming knowledge.
• friendlyway Cloud Platform Central cloud-based management layer for all friendlyway digital touchpoint solutions, including visitor management, digital signage, kiosks, and enterprise integrations, providing multi-device and multi-location control from a single console.
• friendlyway AI Assistants (KI-Assistenten) AI-powered virtual assistants available as a plugin on the friendlyway Cloud Platform, trainable on internal knowledge resources (websites, PDFs, videos, audio) without programming skills. Supports 196 languages and 20 customizable video avatars for 24/7 self-service on touch-enabled screens and kiosks.
• Yard Management System (YMS) Yard Management System for container yards at ports, rail terminals, and freight hubs. Provides real-time container tracking, automated gate check-ins, optimized yard slot allocation, and equipment coordination with TMS, WMS, and ERP integrations.
• Digitale LKW-Pforte (Digital Truck Gate) Digital truck gate solution providing self-check-in and automated gate control for goods inbound and outbound logistics. Supports QR code, PIN, and app-based driver registration, automated ID verification, multi-language interfaces, and integration with TMS, WMS, and ERP systems.
• Time-Slot-Management Central control unit for all truck loading and unloading processes, enabling logistics partners to book time slots via an intuitive web portal. Includes dynamic ramp planning, automated notifications, and integration with TMS and ERP systems.
• Wayfinding-Software Interactive digital navigation software for complex environments such as corporate campuses, event spaces, exhibitions, museums, shopping centers, and airports. Uses an AI-based Smart Pathway Algorithm to calculate the shortest and most comfortable routes, including ADA-compliant wheelchair-accessible alternatives, across multi-floor buildings.
• Videoberatung Kiosk (Video Consultation Kiosk) Video consultation software enabling personal video chat and expert support at kiosk locations, allowing centralized expert teams to serve multiple sites without requiring on-site expert presence. Hosted on servers in Germany with GDPR-compliant data processing.
• Counter 12 Kiosk Compact desktop digital check-in kiosk for offices and buildings, equipped with an integrated camera, microphone, and speakers, designed for visitor management and video consultation workflows.
• Counter 22 Kiosk Compact tablet kiosk for self-check-in, designed for visitor registration and badge printing at reception areas, including offices and public-facing service points.
• Empire 22 Slim Kiosk Slim, robust kiosk for reception and production environments supporting self-check-in, audio/video/Teams calls, intercom functionality, and direct contact with staff from the kiosk.
• Empire 22 Deep Kiosk Kiosk for digital visitor management and self-service in production environments, with a deeper chassis that accommodates additional components for industrial and high-throughput deployments.
• Empire 22 Pro Kiosk Highly modular kiosk for industry and high-security areas, with ID verification, truck registration, and advanced access control features for sites such as chemical plants, secure production facilities, and KRITIS environments.
• Luminum 43 Kiosk Information and wayfinding kiosk designed for events, exhibitions, and indoor public spaces, providing interactive guidance and visitor information.
• Impress 43 Kiosk Elegant kiosk for AI-assisted visitor service and interactive experiences, suitable for tourism, smart cities, live video consultation, and AI-assistance use cases.
• Welcome 43 Pro Kiosk Retail-focused kiosk for complex self-service offerings, with integrated EC-cash module and printer support for end-to-end checkout and information transactions in retail environments.
• Outdoor Kiosk / Info Stele Robust, weather-resistant outdoor info stele designed for exterior installations, including gate entry, yard management, and outdoor information points at logistics and industrial sites.

Quantifiable outcome

• Up to 10x faster check-in processes compared to manual methods
• +6 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration42 records

AI capability12 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core.

• MicrosoftcoreTechnology or IntegrationDeep integration with Microsoft ecosystem including Office 365, Teams, Outlook, SharePoint, OneDrive, and Entra ID (Azure AD). Enables visitor scheduling in Outlook, host notifications via Teams calls, document storage per governance rules, and SSO authentication.
• BoschcoreTechnology or IntegrationIntegration with ZuKo (access control) management and vehicle license plate recognition (ANPR) for automated access control based on visitor status and clearances.
• Interflex (Allegion)coreTechnology or IntegrationIntegration with Interflex access control systems (IF-6020 and IF-6040) for automatic credential distribution and visitor activity logging.
• FAACcoreTechnology or IntegrationIntegration with FAAC barriers and access control systems for PKW and truck gate control connected to visitor management.
• ServiceNowcoreTechnology or IntegrationInitiate processes via friendlyway and start complex workflows around visitor and event management in ServiceNow ticket system.
• SAPcoreTechnology or IntegrationSAP Extended Warehouse integration for synchronizing inbound and outbound goods with ERP and warehouse management systems. Standard APIs for SAP, Oracle, Microsoft Dynamics and common TMS/WMS systems.
• Certified Solution PartnerscoreChannel Partner/ Reseller/ DistributorSolution partners use friendlyway products to create high-value solutions for on-site customer services and ensure optimal support. Certified partners carry the 'friendlyway Certified Partner' seal. Platinum partners focus exclusively on friendlyway solutions with certified staff.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Robin: Workplace experience platform focused on room booking, desk scheduling, and visitor management. Overlaps with friendlyway's Raumbuchung and visitor management add-ons, particularly in modern office and hybrid work environments.
• C3 Solutions: Yard management and gate automation software for logistics, ports, and distribution centers. Directly comparable to friendlyway's YMS and Digitale LKW-Pforte in the truck gate and yard scheduling use cases.

Direct peers

• Envoy: Cloud-based visitor management system used by enterprises for visitor sign-in, badge printing, and compliance. Closest direct competitor to friendlyway VISITOR FLOW, especially in the office/enterprise segment, with similar SaaS delivery and integration approach.
• Traction Guest: Visitor management software for enterprise and industrial sites, with workflow, compliance, and integration features comparable to friendlyway. Operates in the same product category and serves overlapping manufacturing and logistics segments.
• Stratacache (Scala): Global digital signage and in-store media company, owning the Scala signage platform. Directly comparable to friendlyway's Digital Signage Cloud on enterprise content management, multi-device control, and analytics at scale.
• iLobby: Enterprise visitor management platform offering self-service kiosks, badge printing, and notifications. Directly comparable to friendlyway VISITOR FLOW with similar target customers in manufacturing, logistics, and corporate facilities.
• Broadsign: Cloud-based digital signage software for place-based media networks, with content management and device monitoring capabilities directly comparable to friendlyway's signage platform, including retail and large-venue use cases.

Broad incumbents

• HID Global: Large identity and access management vendor (part of ASSA ABLOY) offering visitor management, badge printing, and physical access control. Broader portfolio than friendlyway but overlaps heavily in enterprise visitor and credentialing workflows.
• Honeywell Building Technologies: Major building technology incumbent offering access control, visitor management, and integrated security suites. Competes with friendlyway in enterprise and KRITIS-style deployments as part of a much larger portfolio.
• Cisco (including Cisco Spaces): Cisco offers workplace and visitor experience software (incl. Cisco Spaces) and the network/identity infrastructure friendlyway integrates with. A broad incumbent that could bundle competing capabilities into its enterprise stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 friendlyway