Hreyfill

What Hreyfill does

Hreyfill svf. is an Icelandic taxi cooperative (samvinnufélag) founded on 11 November 1943 and headquartered at Fellsmúli 26, Reykjavík. With 42 employees, it operates one of the country's oldest continuously functioning taxi stations under CEO Haraldur Axel Gunnarsson, providing 24/7 dispatch services in Reykjavík, Akureyri, and Keflavík Airport. Its product portfolio spans core metered taxi rides, fixed-price airport transfers (22,500–29,250 ISK between Reykjavík and Keflavík), pre-booked cruise terminal transfers, Blue Lagoon combination trips, private sightseeing tours (Golden Circle, South Coast, Snæfellsnes, Diamond Circle), and B2B corporate accounts with monthly invoicing and departmental tracking. The technology layer is a centralized computer-based dispatch system transmitting directly to vehicles (replacing radio communications), complemented by a native iOS/Android app (bokun.hreyfill.is web booking), an automated phone answering system, and the Taxi Butler hardware device for one-button enterprise ordering at hotels, hospitals, and restaurants.

Hreyfill's go-to-market is direct-to-consumer multi-channel, acquiring tourists and locals via the app, web, the 588 55 22 phone line, and walk-in counter, while serving corporate clients through dedicated Netbókun accounts with electronic invoicing, department/job-number cost allocation, and a minimum 500,000 ISK annual spend threshold. Customer segments are diversified across international tourists (airport, cruise, and tour), corporate accounts, the general public (including accessible and child-seat-equipped vehicles coordinated with Ferðaþjónustan fatlaðra), and North Iceland visitors in Akureyri. The company is privately held as a cooperative society with kennitala 640169-3549, has no parent company, no funding rounds, and no M&A history in the source data. Marketing is digital-first across Facebook, Instagram, app store listings, content-driven English-language travel guides on hreyfill.is, and referral placements on Visit Reykjavík and Cruise Iceland. Revenue mechanics are entirely transactional per ride, with tariffs differentiated by time of day (day, night, special holidays) and surcharges for minibuses, the ISAVIA airport gate fee (490 ISK), and accessibility or smoke-free vehicle upgrades.

Name

Hreyfill

Legal name

Hreyfill svf.

Website

https://hreyfill.is

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

11–50 employees

Short description

Hreyfill svf. is an Icelandic taxi cooperative founded in 1943 operating 24/7 dispatch in Reykjavík, Akureyri, and Keflavík Airport, serving tourists, corporate clients, and the general public via app, web, phone, and Taxi Butler hardware channels.

Ownership category

akta.pro rank

Product category

Ground Passenger Transportation

NAICS

Taxi and Ridesharing Services (48531)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100)

akta.pro primary industry

Peer-to-Peer Ridesourcing (Private Car Marketplace) (THAIAGAH)

Keywords

• Taxi services
• Airport transfers
• Corporate transportation
• Sightseeing tours
• Dispatch services

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. On-demand taxi rides: Metered taxi fares calculated based on distance and time, with different tariffs for day, night/weekend, and special holidays. Base fare plus per-kilometer and per-minute charges. Payment collected via card, cash, or app.
2. Airport transfers: Fixed-price private transfers between Keflavík Airport and Reykjavík (22,500 ISK for 1-4 pax, 29,250 ISK for 5-8 pax), and Blue Lagoon combination trips (41,600 ISK). Includes meet-and-greet and waiting time.
3. Corporate account services: Monthly invoiced corporate accounts with electronic billing, departmental expense tracking, and job number allocation. Companies must meet minimum annual spend threshold (500,000 ISK/year or 42,000 ISK/month). Creditworthiness verified through Creditinfo.
4. Sightseeing tours: Private guided tours to popular Icelandic destinations including Golden Circle, South Coast, Snæfellsnes Peninsula, Diamond Circle (North Iceland), and Reykjavík city tours. Priced per vehicle, not per person.
5. Cruise terminal transfers: Fixed-price pre-booked transfers from cruise ship terminals (Vök, Skarfabakki, Miðbakki) to hotels across the Reykjavík capital area. Includes up to 60-minute service window.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Hreyfill provides taxi and ground transportation services across Iceland, operating a centralized dispatch system that connects independent drivers to customers through four booking channels: a 24/7 phone line, native mobile app, web booking portal, and Taxi Butler hardware devices. The company serves individual consumers with metered taxi rides, tourists with fixed-price airport/cruise transfers and private sightseeing tours, and corporate clients with monthly invoiced accounts featuring departmental expense tracking.

Product overview

Hreyfill is a traditional taxi company founded in 1943 operating a centralized dispatch system with multi-channel booking options. The core product consists of the Hreyfill Taxi App (mobile booking with real-time tracking and digital payments), Web Booking (vefbókun), and Netbókun (corporate web booking with electronic invoicing). These are supplemented by Taxi Butler hardware devices for high-volume corporate clients, Corporate Account Services with itemized billing and departmental expense tracking, and tourism services including Airport Transfers, Cruise Terminal Transfers, Blue Lagoon Transfers, and Private Sightseeing Tours (Golden Circle, South Coast, Snæfellsnes, Diamond Circle). The portfolio spans taxi dispatch and corporate travel management to tourism logistics.

Differentiator

Problem solved

Functional benefit

Brands

• Taxi Butler: A specialized device for businesses that frequently need to order taxis. With one button press, the order is sent directly to Hreyfill's booking system.

Products and services

• Hreyfill Taxi App

Quantifiable outcome

• Most complete service system of all taxi stations in Iceland, with all in-vehicle communications via computer rather than radio for shorter response times
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Visit ReykjavíkminorGTM or Marketing PartnerHreyfill is listed on the official Reykjavík tourism website (visitreykjavik.is) as a recommended taxi service and tour operator, providing visibility to inbound tourists researching transportation options in Iceland.
• Cruise IcelandminorGTM or Marketing PartnerHreyfill is listed as a cruise-friendly operator on the Cruise Iceland platform, positioning the company for pre-booked cruise terminal transfers and shore excursions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Uber: Global ride-hailing platform with consumer-facing mobile app and driver dispatch. Comparable as an on-demand taxi/ride-hailing service targeting urban and airport demand with similar real-time booking functionality.
• Bolt: European-headquartered ride-hailing platform operating across 50+ countries. Comparable as an on-demand taxi/ride-hailing service with a similar smartphone-app dispatch model, although at much larger scale.
• Lyft: North American ride-hailing platform with a consumer app for on-demand and scheduled rides. Comparable as an on-demand taxi/ride-hailing service targeting similar passenger use cases (airport, city, and tour travel).

Direct peers

• Flybus Iceland: Scheduled airport shuttle service between Keflavík International Airport and Reykjavík. Comparable as a fixed-price airport transfer provider competing for the same tourist segment Hreyfill serves.
• Borgarleið: One of the other licensed taxi stations operating in the Reykjavík metropolitan area. Directly comparable as a domestic taxi competitor with similar meter-tariff structure and service area.
• Reykjavík Excursions: Icelandic tour and airport transfer operator offering fixed-price airport coach transfers and guided tours. Comparable to Hreyfill's Keflavík Airport and Blue Lagoon transfer products and sightseeing tours.

Emerging players

• FreeNow: Multi-mobility app aggregating taxis, private hire vehicles, and other transport across European cities. Comparable as a taxi-booking platform serving similar urban and airport use cases.
• Careem: Super-app including ride-hailing, taxi booking, and intercity transport across the Middle East, North Africa, and South Asia. Comparable as an on-demand taxi/ride-hailing operator with a similar driver-cooperative onboarding model.
• City Sightseeing Reykjavík: Hop-on/hop-off sightseeing tour operator in Reykjavík. Comparable as a tourist-facing sightseeing transport provider competing for the same visitor wallet as Hreyfill's private Golden Circle and city tours.

Regional players

• Strætó bs. Iceland's public bus operator serving the greater Reykjavík capital area and regional routes. Comparable as a ground passenger transport provider in the same Icelandic market, although it operates scheduled mass transit rather than on-demand taxi service.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HreyfillTaxi
• Instagraminstagram.com/hreyfilltaxi
• LinkedInlinkedin.com/company/hreyfill

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hreyfill