Smartness (company)
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, primarily for revenue management and hotel operations.
History
Before founding Smartpricing, Luca Rodella operated a property management business in Los Angeles, where he encountered dynamic pricing software used by hotels. He later sought to introduce similar technology to the Italian market.
Smartpricing was founded in 2020 by Luca Rodella, Eugenio Bancaro, and Tommaso Centonze in Arco, Trentino, during the COVID-19 pandemic. The company initially focused on hotels in the Lake Garda area before expanding across Italy.
In 2022, Smartpricing raised €2 million in funding led by The Techshop. The following year, it raised a €13 million Series A round led by Partech, with participation from CDP Venture Capital and other investors. During this period, the company expanded beyond revenue management software into additional hospitality management tools.
In 2025, Smartpricing was renamed Smartness. In late 2025 Smartness acquired MyComp, an Italian hospitality software and digital marketing company.
In May 2026 Smartness raised €47 million in a Series B round led by United Ventures and CDP Venture Capital.
Products
The platform originated with Smartpricing, a revenue management system that uses booking data and artificial intelligence to adjust room rates.
As of 2025, Smartness's product range included Smartpricing (revenue management), Smartconnect (CRM and marketing automation), Smartchat (guest messaging software), and Smartpms (property management system). By 2026, its software portfolio also included products for reservations, payments, marketing, and hospitality operations.
Recognition
In 2021, Smartpricing was included in StartupItalia's Top 100 Startups ranking. In 2024, the company was listed in the Sifted 250 ranking of European startups published by Sifted. In 2026, the company was included in Sifted’s Southern Europe 100 ranking.