Nory
“Can an AI-native restaurant operating system become the financial OS for multi-unit hospitality by embedding payroll, capital and operational intelligence in one platform?”
Founded2021
HQDublin, Ireland
Total raised$62.6M
Latest roundSeries B, 2025
IndustryVertical SaaS / Restaurants
The story
Founded in Dublin (legal entity: Hospitality Growth Services Limited) as an AI-powered restaurant management platform covering inventory, workforce, payroll and business intelligence. In 2024 layered embedded finance on top of the vertical SaaS — launching Nory Capital with YouLend to offer up to £2M restaurant financing — following the textbook vertical-SaaS-to-fintech playbook. Series B in 2025 funded US expansion and an agentic-AI repositioning around 'a crew of AI assistants' running restaurant operations.
Last 12 months
Product timeline
2024
Raised $16M Series A to pioneer AI across hospitality· funding
2024
Launched Nory Capital, embedded lending product for restaurants powered by YouLend· lending
2024
SumUp POS integration announced· integration
2025
Raised $37M Series B led by Kinnevik· funding
2025
Launched in the United States· expansion
The stack
2 layers disclosed in Nory’s embedded-finance stack
Lending
YouLendNory Capital (restaurant business loans up to £2M)Nory Capital recurring credit (working capital line)
Unified APIs
in the full report
Accounting gap: minor
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.