ProRoom
ProRoom ApS provides a showroom automation platform that enables Danish building and home retailers such as Dansani, GROHE, KPK, and Toto to operate physical showrooms unattended via kiosks, digital ID, CRM, and add-on modules, on a SaaS subscription model.
- Company typePrivate
- Founded2016
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What ProRoom does
ProRoom ApS is a Denmark-based (Hvidovre/Copenhagen) software company, founded in 2016 by Gregory Christensen (CEO) and Petter Rodin (COO), that provides a showroom automation platform enabling retailers to operate physical showrooms unattended. The core product is a check-in kiosk combined with visitor registration, behavioral and NPS data capture, and integrations into retailer back-office systems. Since 2016, the platform has served over 40,000 visitors and accumulated more than 200,000 hours of unattended showroom operation, anchored by enterprise customers in the Danish building and home furnishings vertical such as Dansani, GROHE, KPK, and Toto.
The product architecture centers on a kiosk hardware-software bundle that automates customer registration, captures in-showroom behavioral data, and surfaces insights to retailer staff. The platform integrates with MitID for Danish digital identity verification, HubSpot for CRM data flow, Google Maps and Streetview for virtual showroom tours, electronic price tags for dynamic merchandising, and POS and lighting systems for store-operations control. Add-on modules include an AI chatbot for visitor engagement. The company has published "The Showroom Playbook" as a thought-leadership product aimed at the unattended showroom category.
ProRoom operates a SaaS subscription model with three tiers: Basis at 795 DKK/month plus 5,000 DKK installation, Professionel at 1,895 DKK/month plus 9,500 DKK installation, and a custom Tilpasset tier with custom pricing and 15,000 DKK installation. Revenue is generated through monthly recurring subscription fees plus one-time installation fees and add-on module sales. The go-to-market is direct B2B sales to mid-market and enterprise retailers in Denmark, with a Swedish data-processing footprint indicating intent to expand into the broader Nordic market. The company is privately held, bootstrapped with no disclosed external funding.
ProRoom firmographics
Firmographics- Name
- ProRoom
- Legal name
- ProRoom ApS
- Website
- https://proroom.dk
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ProRoom ApS provides a showroom automation platform that enables Danish building and home retailers such as Dansani, GROHE, KPK, and Toto to operate physical showrooms unattended via kiosks, digital ID, CRM, and add-on modules, on a SaaS subscription model.
- Ownership category
- akta.pro rank
ProRoom industry classification
Industry- Product category
- Showroom Automation Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison) (IMAIALAK)
Keywords
Where ProRoom is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
ProRoom business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Monthly Subscription (SaaS): Recurring monthly subscription for software platform access, app usage, SMS allocations, analytics, and support. Three tiers: Basis (795 DKK/month), Professionel (1,895 DKK/month), and Tilpasset (custom pricing).
- Installation Services: One-time installation fees for hardware setup: Basis from 5,000 DKK, Professionel from 9,500 DKK, Tilpasset from 15,000 DKK. Includes physical mounting and digital configuration.
- Add-on Services: Optional add-ons including alarm integration, extra surveillance, additional doors/gates, MitID verification, lighting control, music systems, Android TV integration, POS integration, AI chatbot, and electronic price tags.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic package with essential showroom automation features |
| Subscription | Monthly | Professional package with full automation and branded communication |
| Subscription | Monthly | Custom enterprise solution with advanced features and dedicated support |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
ProRoom product offering
Product offeringCore offering
ProRoom provides a unified automated showroom platform that combines physical access-control hardware and video surveillance with cloud-based software (check-in forms, branded SMS/email, CRM integration, analytics, NPS surveys, AI chatbot) and a mobile app, enabling businesses to operate showrooms 24/7 without on-site staff. Customers subscribe to one of three packages (Basis 795 DKK/month, Professionel 1,895 DKK/month, Tilpasset custom) and pay one-time installation fees, with optional add-ons for alarm, MitID, POS, electronic price tags, and virtual tours.
Product overview
ProRoom is a unified automated showroom and retail automation platform combining physical hardware (access control, sensors), cloud software (check-in, lead capture, analytics), and a mobile app into a single solution. The core product is organized into three packages: Basis (entry-level visitor flow automation), Professionel (full-featured automated flow with branding and remote support), and Tilpasset (custom-configured enterprise tier with advanced analytics and à la carte add-ons). Add-on modules covering security (alarm integration, MitID verification, CCTV), environment (lighting, music), commerce (POS, electronic price tags, AI chatbot), and discovery (360 virtual tour, Google Streetview) extend the platform's capabilities on top of any core package.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 30% of Danes want to visit showrooms outside 9-18 hours and on Sundays
- +6 more outcomes
Companies that use ProRoom
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
ProRoom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature10 records
ProRoom partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
ProRoom competitors and assessment
Company assessmentBroad incumbents
- Verkada: Verkada combines cloud-managed cameras, access control, and sensors in a unified platform. It is comparable to ProRoom's integrated hardware-plus-software approach (cameras, access control, cloud management), but Verkada is a much larger, broadly deployed enterprise security platform.
- Brivo: Brivo is a cloud-based physical access control platform. It is comparable to ProRoom's hardware access control, remote management, and visitor access flows, but serves a much broader set of verticals (offices, multifamily, enterprise) rather than retail showrooms.
- ASSA ABLOY: ASSA ABLOY is a global leader in locks and access solutions. Comparable to ProRoom as the underlying hardware/access control ecosystem it integrates with, but with vastly broader product portfolio across commercial, institutional, and residential segments.
- Envoy: Envoy is a leading workplace visitor management platform. It is comparable to ProRoom's digital check-in flow, visitor registration, and CRM-backed lead capture, but focuses on office reception rather than unattended consumer-facing showrooms.
- Openpath (Motorola Solutions): Openpath, now part of Motorola Solutions, provides cloud-based mobile access control. It is comparable to ProRoom on mobile-credential access and remote management, but targets enterprise commercial real estate rather than retail brand showrooms.
- Salto Systems: Salto Systems is a European smart electronic access control provider. ProRoom integrates similar access control hardware for unattended showrooms, but Salto serves a much broader base of commercial and institutional customers across many verticals.
Emerging players
- Kisi: Kisi is a cloud-native access control and space management platform. It overlaps with ProRoom on mobile credential access, remote unlocking, and visitor flows, but targets offices and coworking spaces rather than unattended retail showrooms.
- Sine: Sine is a visitor management and workplace experience platform. Comparable to ProRoom on mobile check-in, watchlist/identity flows, and visitor analytics, but oriented toward corporate reception and contractor management rather than consumer showroom access.
- SwipedOn: SwipedOn is a touchscreen and mobile visitor management system. It is comparable to ProRoom's digital check-in, visitor registration, and notification flows, but is primarily marketed to offices and SMBs rather than retail brand showrooms.
- iLobby: iLobby is an enterprise visitor management system. It overlaps with ProRoom on visitor check-in, badge/access issuance, and notifications, but is sold to enterprise facilities and offices rather than small/medium brand showrooms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ProRoom social profiles
Digital presenceProRoom financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProRoom leadership team
Management profileNumber of profiles
Profiles2 records
ProRoom funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProRoom 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 ProRoom
What does ProRoom do?
ProRoom provides a unified automated showroom platform that combines physical access-control hardware and video surveillance with cloud-based software (check-in forms, branded SMS/email, CRM integration, analytics, NPS surveys, AI chatbot) and a mobile app, enabling businesses to operate showrooms 24/7 without on-site staff. Customers subscribe to one of three packages (Basis 795 DKK/month, Professionel 1,895 DKK/month, Tilpasset custom) and pay one-time installation fees, with optional add-ons for alarm, MitID, POS, electronic price tags, and virtual tours.
Is ProRoom a public or private company?
ProRoom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ProRoom founded?
ProRoom was founded in 2016. It employs 1 to 10 people.
Where is ProRoom based?
ProRoom is headquartered in Copenhagen, Denmark, in the Europe region.
How does ProRoom make money?
Three revenue lines are on record. Monthly Subscription (SaaS) is the primary driver. The others are installation Services and add-on Services.
Who are ProRoom's main competitors?
Broad incumbents on record are Verkada, Brivo, ASSA ABLOY, Envoy, Openpath (Motorola Solutions) and Salto Systems. Emerging players are Kisi, Sine, SwipedOn and iLobby.
Does ProRoom have an API?
No public API is recorded for ProRoom.
What industry is ProRoom in?
ProRoom's product category is Showroom Automation Software. Its primary akta.pro industry code is IMAIALAK, Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison). Its SIC code is 7372.