About
We’re building the system behind every great stay.
Our story
A team of hoteliers and digital pioneers, building technology to solve the real challenges of running hotel operations.
It started on the floor. One founder grew up in a family-run bed and breakfast in Denmark. Another built an property management business and lived the daily grind of turnovers and housekeeping coordination. Together with pioneers in digitalization, they saw the same problem from every angle: paper lists and broken communication that could derail an entire day.
So they built Sweeply to replace that chaos with radical simplicity. The platform came from real floor experience, not spreadsheets viewed from a distance. That close-up exposure to the daily friction of running a property became the blueprint for solving a problem the industry had lived with for decades.
Values
Hotel operations should feel simple
We don't believe hotels need more software. We believe they need software that removes complexity.
Simplicity first
Stripping out the noise to make complex hotel operation effortless.
Build around people
Putting the actual individuals running properties at the center of every decision.
Real operational value
Cutting costs and improving the guest experience with a tool teams love to use.
Meet the team
We’re people who've run the floor. Now we are building the tool we always wanted.
Board members
Andri Heidar Kristinsson
Chairman of the Board
Andri is a Partner at Frumtak Ventures, an early-stage venture capital firm in Iceland. He has extensive experience in software development, technology, and innovation, having previously served as CEO of Digital Iceland and as a senior product lead at LinkedIn in San Francisco.
Kristin Thorsteinsdottir
Board Member
Kristin leads Development for France, Turkey, Georgia, and CIS at IHG Hotels & Resorts. A seasoned executive across hospitality, travel, and real estate, she specializes in development, portfolio management, and strategic partnerships, bringing deep expertise to complex transactions, high-value negotiations, and the alliances that drive industry-leading returns.
Michael Levie
Board Member
Michael is co-founder of citizenM Hotels and a leading voice in hospitality transformation. His focus is on reshaping the industry through culture, strategy, brand, and innovation. His career spans senior leadership roles at Sonesta International, NH Hoteles, and SynXis, before he co-founded citizenM and introduced a disruptive new model for modern hospitality.
Magnea Hjalmarsdottir
Board Member
Magnea is an experienced hospitality professional, having served as Managing Director of Icelandair Hotels Group for 16 years, overseeing 21 hotels nationwide. She brings valuable insights into hotel operations and growth strategies.
Petur Orri Sæmundsen
Board Member
Petur is co-founder and former CEO of Sweeply. His work spans digital product development and organizational transformation, turning ambitious ideas into practical, scalable solutions. A serial entrepreneur, he founded the software consultancy Kolibri and now leads LumiLoop, a software company focused on organizational memory for people and AI agents.
