Smartness

Smartness
FormerlySmartpricing
TypePrivate
IndustryHospitality technology
Founded2020
FoundersLuca Rodella, Eugenio Bancaro, Tommaso Centonze
HeadquartersArco, Trentino, Italy
Area served
Europe
Key people
Luca Rodella (CEO)
ProductsHospitality software
Number of employees
190 (2026)
Websitewww.smartness.com

Smartness, formerly known as Smartpricing, is an Italian hospitality technology company headquartered in Arco, Trentino,Italy. The company develops software for hotels and short-term rental operators.[1][2]

History

Smartpricing was founded in 2020 by Luca Rodella, Eugenio Bancaro, and Tommaso Centonze in Arco, Trentino, during the COVID-19 pandemic.[3][4][5] The company's early customers were hotels in the Lake Garda area.[6]

In 2022, Smartpricing raised a €2 million funding round led by The Techshop, with participation from Fabrick, Gellify, Doorway, Electa Ventures, and other investors.[7] In 2023, the company raised a €13 million Series A round.[4][8][9] The round was led by Partech, with participation from CDP Venture Capital, Azimut Digitech Fund, The Techshop, and business angels associated with Bending Spoons.[3][10] During the 2020s, the company added additional hospitality software products.[11][12]

In 2025, the company rebranded from Smartpricing to Smartness.[13][1][2] In late 2025, Smartness acquired MyComp, an Italian hospitality-focused digital agency and software company.[14][15]

In May 2026, Smartness raised €47 million in a Series B funding round led by United Ventures and CDP Venture Capital, with participation from Partech and existing investors.[13][11][16][17]

Products

The company's first product was Smartpricing, a revenue management system for hotels.[12][13] By 2026, Smartness developed software products for revenue management, customer relationship management, guest communications, property management, reservations, payments, and marketing in the hospitality sector.[18][19][1][2][13]

References

  1. 1 2 3 "Smartness, la startup italiana che fa crescere il business degli hotel, tra Ai e prezzi dinamici". Corriere della Sera (in Italian). 2026-04-13. Retrieved 2026-06-30.
  2. 1 2 3 Garcia, David Cendon (2026-05-04). "Italian TravelTech startup Smartness closes €47 million Series B for European expansion". EU-Startups. Retrieved 2026-06-30.
  3. 1 2 Pulcini, Alessandro (2023-12-14). "AI e turismo, questa startup trentina ha conquistato il gigante francese del venture capital". Fortune Italia (in Italian). Retrieved 2026-06-30.
  4. 1 2 "Smartpricing, round A di finanziamento da 13 milioni". Il Sole 24 ORE. 2023-12-14. Retrieved 2026-06-30.
  5. ↑ "Smartpricing raccoglie 13 milioni per espandere il suo business al servizio del settore hospitality con il machine learning". Millionaire. 2023-12-19. Retrieved 2026-06-30.
  6. ↑ "Nasce a Rovereto in Smartpricing il miglior alleato dei receptionist". La voce del Trentino (in Italian). Retrieved 2026-06-30.
  7. ↑ "Round da 2 milioni per la startup trentina Smartpricing - StartupItalia". StartupItalia (in Italian). 2022-07-13. Archived from the original on 2025-02-09. Retrieved 2026-06-30.
  8. ↑ Marzo, Stefano De (2023-12-14). "Italian startup Smartpricing snaps €13 million to increase hotel and apartment hosts' revenue through machine learning". EU-Startups. Retrieved 2026-06-30.
  9. ↑ "Fine anno col botto per Smartpricing che chiude un round di Serie A da 13 milioni di euro - StartupItalia". StartupItalia (in Italian). 2023-12-14. Archived from the original on 2025-08-11. Retrieved 2026-06-30.
  10. ↑ "Smartpricing, 13 milioni alla startup italiana che fa revenue management per hotel e case vacanza". Economyup (in Italian). 2023-12-14. Retrieved 2026-06-30.
  11. 1 2 "Smartness raises €47M Series B for lodging AI growth". www.phocuswire.com. Retrieved 2026-06-30.
  12. 1 2 Herrera, Allison Steffens (2026-05-04). "Trentino-based Smartness raises €47M to scale AI operations". TNW | Startups-Technology. Retrieved 2026-06-30.
  13. 1 2 3 4 "Smartness, round da 47 milioni di euro: sprint sull'IA agentica per l'hospitality". la Repubblica (in Italian). 2026-05-04. Retrieved 2026-06-30.
  14. ↑ "Smartness acquisisce il 100% di Mycomp e rafforza la leadership nell'AI per l'hospitality". www.ttgitalia.com (in Italian). Retrieved 2026-06-30.
  15. ↑ "Smartness acquisisce il 100% di MyComp". Corriere Nazionale (in Italian). 2025-12-11. Retrieved 2026-06-30.
  16. ↑ Buratti, Chiara (2026-05-04). "Per Smartness maxi-round da 47 milioni di euro. «Al lavoro sul primo sistema agentico per hotel e case vacanze»". Startup Italiia. Retrieved 2026-06-30.
  17. ↑ "Smartness, round Serie B da 47 milioni di euro: tutti gli advisor". TopLegal (in Italian). 2026-05-07. Retrieved 2026-06-30.
  18. ↑ "Smartpricing Raises $14 Million for Its Hotel Revenue Management Software |". 2024-01-08. Retrieved 2026-06-30.
  19. ↑ "Per Smartpricing round di investimento da 13 milioni di euro: fondata nel 2020, la startup trentina punta a diventare leader di settore". Trentino (in Italian). 2023-12-15. Retrieved 2026-06-30.
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