Groevy
Groevy is a Belgian B2B music-as-a-service platform that delivers personalized background music playlists to commercial environments such as retail stores, hotels, restaurants, fitness centers, casinos and corporate offices across Belgium, combining human music advisor consultation with automated daily playlist generation, proprietary hardware and a web app, and operating under the Digitopia Group since 2024.
- Company typePrivate
- Founded2020
- HeadquartersWommelgem, Belgium
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Groevy does
Groevy is a Belgian B2B music-as-a-service platform, founded on 1 January 2020 by three music-industry veterans and headquartered in Wommelgem, Belgium. It delivers personalized background music to commercial environments including retail stores, restaurants, hotels, fitness centers, beauty salons, casinos, automotive showrooms and corporate offices. Its catalog spans 280 music styles, and customer engagements are structured around a one-on-one consultation with an in-house music advisor who maps the customer's brand DNA and customer demographics using the proprietary Groevy Quadrant tool, after which an automatic playlist generator produces fresh, tailored playlists on a daily basis.
The product surface comprises the core Groevy streaming platform, the Groevy Player hardware device installed at customer locations for autonomous playback, a device-agnostic Groevy Web App, and an optional Groevy Audio Spots service for in-playlist voice-over messages. Delivery is hybrid: a sales-led motion with dedicated account managers conducting on-site visits coexists with a self-serve registration and 14-day free trial via groevy.app/register. Groevy pays duplicatierechten (duplication rights) itself, but customers remain responsible for their own Belgian royalty arrangements with SABAM/SIMIM.
Commercially, the company generates revenue primarily through fixed annual subscriptions bundled with hardware sales, supplemented by professional-services revenue from custom Audio Spots. Since 2024, Groevy has operated as part of Digitopia Group, a digital signage and interactive solutions parent, enabling bundled in-store experience offerings alongside the related-company ThisPlays2. Despite a small eight-person team, the company has secured enterprise customers including Brussels Airlines, Decathlon, Mercedes Benz, Proximus, Orange Belgium, AD Delhaize and Crowne Plaza, operating exclusively within Belgium.
Groevy firmographics
Firmographics- Name
- Groevy
- Legal name
- Groevy
- Website
- https://groevy.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Groevy is a Belgian B2B music-as-a-service platform that delivers personalized background music playlists to commercial environments such as retail stores, hotels, restaurants, fitness centers, casinos and corporate offices across Belgium, combining human music advisor consultation with automated daily playlist generation, proprietary hardware and a web app, and operating under the Digitopia Group since 2024.
- Ownership category
- akta.pro rank
Groevy industry classification
Industry- Product category
- Background Music Streaming for Businesses
- akta.pro primary industry
- Music Discovery & Curation Platforms (Recommendations, Playlists) (MPAIACAH)
Keywords
Where Groevy is headquartered
LocationHeadquarters
- HQ city
- Wommelgem
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
Groevy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Annual Music Subscription: Fixed annual subscription fee providing unlimited access to the online music platform with personalized playlists. No complicated monthly contracts, offering a simple and transparent pricing structure.
- Groevy Player Hardware: Physical device sold/installed at customer locations for autonomous music playback, connected to the customer's existing audio installation.
- Custom Audio Spots: Optional professional voice-over services for custom audio commercial messages that can be scheduled within playlists, charged separately from base subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual subscription with unlimited access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Groevy product offering
Product offeringCore offering
Groevy provides personalized background music for commercial locations (shops, restaurants, hotels, fitness centers, beauty salons, casinos, showrooms, offices) as an annual subscription service. Customers work with Groevy music advisors to define the business's musical DNA using the Groevy Quadrant, after which an automatic playlist generator delivers fresh daily playlists drawn from 280 music styles, played either through the Groevy Web App or the Groevy Player hardware device.
Product overview
Groevy is a B2B music-as-a-service platform offering personalized background music for businesses. The core offering consists of the Groevy platform with 280 music styles, the Groevy Player hardware device, and the Groevy Web App. Additional tools include the Groevy Quadrant for music genre selection and Audio Spots for commercial messaging. Music consultants work one-on-one with customers to create tailored playlists, which are then automatically generated daily using Groevy's playlist generator.
Differentiator
Problem solved
Functional benefit
Products and services
- Groevy Background Music Subscription Annual subscription service delivering 100% personalized background music playlists for Belgian businesses (shops, restaurants, hotels, fitness centers, beauty salons, casinos, showrooms, offices), with automatic daily playlist generation across 280 music styles, set up and fine-tuned by Groevy's music advisors based on the customer's brand and clientele.
- Groevy Player A small, autonomously functioning hardware device installed at the business location and connected to the customer's existing music system, automatically streaming personalized Groevy playlists without requiring active management or manual updates from the customer.
- Groevy Audio Spots Optional add-on service for Groevy subscribers: professionally produced custom voice-over messages (commercials, announcements, greetings, event promotions) that can be scheduled within the business's playlist, charged separately from the base subscription.
Companies that use Groevy
Customer profileNamed customers14 records
Segments1 record
Ideal customer profiles2 records
Groevy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
Groevy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Digitopia GroupcoreSince 2024, Groevy is part of the Digitopia Group, which provides full-service digital signage, interactive solutions, and collaboration tools. This parent company relationship gives Groevy access to broader digital experience solutions and shared resources for customer service and sustainability.
- ThisPlays2coreRelated company under the same group providing screen/digital signage communication solutions. Groevy customers like CECEO also use ThisPlays2 for screen communication. Laurens Eynhouts and Frank van Steenbergen serve installations for both brands.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Groevy competitors and assessment
Company assessmentEmerging players
- Qsic: Australia-based in-store audio platform combining AI-driven music programming with in-store audio advertising for retail and grocery; comparable subscription-plus-add-on (audio ads) monetization model to Groevy's music + audio spots approach.
Direct peers
- Rockbot: B2B music and consumer engagement platform for restaurants, retail, hotels, and fitness centers offering licensed streaming and customer-requested songs; comparable target verticals (hospitality, fitness) and subscription model.
- Jamendo Licensing: Provides licensed background music for commercial use (retail, hospitality, events) with a large independent music catalog; competes with Groevy for budget-conscious B2B customers seeking rights-cleared playlists.
- Soundtrack Your Brand: A leading global B2B background music streaming service offering curated playlists and fully licensed music for businesses including retail, hospitality, and fitness — Groevy's closest functional competitor by product and target customer.
- Music Concierge: UK-based bespoke music curation service for hotels, retail, restaurants, and spas, blending human music programming with technology — closely comparable to Groevy's advisor-led, personalized playlist model for premium hospitality and retail clients.
- Cloud Cover Music: US-based B2B background music streaming service providing fully licensed, curated music for businesses of all sizes; competes head-to-head with Groevy on subscription-based playlist streaming for commercial environments.
Broad incumbents
- Stingray Music: Canadian media-tech company providing commercial background music, in-store media solutions, and music TV channels to businesses worldwide — overlaps with Groevy's enterprise music streaming offering.
- Mood Media: Global in-store experience company offering background music, digital signage, scent, and AV solutions to enterprise retailers and hospitality chains — directly comparable to Groevy's combination of music + Digitopia digital signage, but at much larger scale.
- Spotify for Business: The B2B arm of Spotify providing licensed background music for commercial spaces via 'Soundtrack' and 'Background Music' tiers; a large, well-capitalized incumbent that overlaps Groevy's playlist-based offering with a much deeper global catalog.
Regional players
- Almotech (StorePlay): European provider of in-store music and digital signage solutions primarily serving retail chains; comparable to Groevy's combined music-plus-display offering, with overlap on European retail customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Groevy social profiles
Digital presenceGroevy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Groevy leadership team
Management profileNumber of profiles
Profiles6 records
Groevy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Groevy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Groevy
What does Groevy do?
Groevy provides personalized background music for commercial locations (shops, restaurants, hotels, fitness centers, beauty salons, casinos, showrooms, offices) as an annual subscription service. Customers work with Groevy music advisors to define the business's musical DNA using the Groevy Quadrant, after which an automatic playlist generator delivers fresh daily playlists drawn from 280 music styles, played either through the Groevy Web App or the Groevy Player hardware device.
Is Groevy a public or private company?
Groevy is a private company. It is classified as corporate owned and is currently operating.
When was Groevy founded?
Groevy was founded in 2020. It employs 1 to 10 people.
Where is Groevy based?
Groevy is headquartered in Wommelgem, Belgium, in the Europe region.
How does Groevy make money?
Three revenue lines are on record. Annual Music Subscription is the primary driver. The others are groevy Player Hardware and custom Audio Spots.
Who are Groevy's main competitors?
Qsic is listed as an emerging player. Direct peers are Rockbot, Jamendo Licensing, Soundtrack Your Brand, Music Concierge and Cloud Cover Music. Broad incumbents are Stingray Music, Mood Media and Spotify for Business. Almotech (StorePlay) is listed as a regional player.
Does Groevy have an API?
No public API is recorded for Groevy.
What industry is Groevy in?
Groevy's product category is Background Music Streaming for Businesses. Its primary akta.pro industry code is MPAIACAH, Music Discovery & Curation Platforms (Recommendations, Playlists).