Steinar Björnsson has now joined the shareholder group of the startup Smart Data. Other backers of Smart Data today include Bright Ventures and Gísli Kr., Founders Ventures, Icelandic Venture Studio, MGMT Ventures, and Tennin. Smart Data is a ten-person software company based in Reykjavik. The company develops solutions that enable workplaces to leverage artificial intelligence and data science to enhance sales, service, and improve daily operations.

Background in the Travel Industry

Steinar Björnsson was involved in building the travel company Extreme Iceland from 2009, which later merged with Arctic Adventures in 2017. He continued working at Arctic Adventures until 2023 when he sold his stake in the company to Stoðir. "I focused on software development, marketing, and technology. I also helped set up the company’s office in Lithuania, where I lived for nearly two years. Today, I work as an investor and advisor with a particular interest in innovation and startups," says Steinar.

A Valuable Addition

"We at Smart Data are particularly focused on ensuring that investors bring valuable expertise to the table, which helps us create opportunities. Steinar's background is in the travel industry, and many of our biggest clients are from that valuable sector. A significant portion of Smart Data’s solutions was originally developed to handle the millions of inquiries Icelandic tourism receives annually. Steinar knows us well and has a deep understanding of our challenges. He is a valuable addition to our team," says Stefán Baxter, CEO of Smart Data and one of the company’s founders.

Ambitious Investor

"I’m really excited to join the shareholder group at Smart Data. The company has incredibly exciting products, and my view is that it has the potential to be a leader in the AI field here for a long time to come. The software scales well, and the opportunities for expansion are vast. The use of artificial intelligence is just beginning in Iceland, and the business community will undoubtedly benefit from collaborating with Smart Data. I’ll go out on a limb and say that productivity in workplaces using AI will wake from slumber and soar, benefiting the country as a whole!" Steinar adds.

Key Product of Smart Data

Smart Data’s flagship product is the AI-powered solution Context Suite, which is a suite of software solutions that includes, among other things, Support Intelligence, Demand Intelligence, and the smart assistant Mími.