Smeetz
“Can a vertical SaaS for visitor attractions become the AI-native commerce and payments OS for leisure venues across Europe?”
Founded2018
HQLausanne, Vaud, Switzerland
FoundersAlexandre Martin, Morgan Siffert
Latest roundLater Stage VC
IndustryVertical SaaS / Attractions & Leisure
The story
Founded in 2018 as a smart-ticketing SaaS for visitor attractions (zoos, museums, amusement parks, FECs, theaters), Smeetz evolved into a unified commerce platform layering POS, kiosks, memberships, F&B, dynamic pricing and embedded payments on a single data layer. In 2024 it made Adyen its embedded-payments partner, turning payments into a core module rather than a bolt-on. In 2025-2026 it repositioned as 'AI-native', shipping AI dynamic pricing, an Atlas chatbot, and an MCP server that exposes Smeetz data to Claude/ChatGPT.
Product timeline
2018
Smeetz founded in Lausanne as a smart ticketing platform for visitor attractions.· pivot
2022
Raised USD 4.1M to expand internationally.· funding
2024
Adyen partnership announced — embedded payments become core to platform.· banking
2025
Positioned as AI-native attractions management platform with MCP server for Claude/ChatGPT connectors.· pivot
The stack
4 layers disclosed in Smeetz’s embedded-finance stack
Payments / PSP
Banking / BaaS
in the full report
FX & payouts
in the full report
Accounting
in the full report
Accounting gap: minor
8 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.