We know procurement from the inside. Now we're automating it.
For over a decade, our founding team ran procurement optimisation programmes for 50+ large businesses across the Nordics. We saw the same pattern everywhere: massive savings potential buried under poor data and expensive consultants that only the giants could afford.
In 2023, we founded Groundley to answer one question: How do we give every business - regardless of size - access to the market's best pricing?
The answer is Groundley.
Our platform delivers full spend transparency by mapping every single invoice line to your specific category tree - turning raw data into actionable spend analysis in minutes. But we don't just show you the gaps - we close them. Groundley automatically matches your purchases against volume-negotiated rates, allowing you to claim savings directly in the platform. For the most complex tasks, our top-tier procurement specialists step in to handle everything from sourcing strategies to category optimization.
AI is redefining how businesses do procurement. Groundley is leading the way.
15+
customers across Denmark and Norway
€3B+
collective purchasing volume
1M+
invoice lines analysed
2023
founded in Copenhagen
THE TEAM
The team behind Groundley.
Mads Zeidler
CEO & Co-founder
Mads spent eight years in Prokura running procurement optimisation programmes across the Nordics. Now he makes sure every Groundley customer gets the highest level of procurement expertise and savings.
Ahmad Sabah
CTO & Co-founder
Ahmad built the AI engine that powers everything Groundley does - from scanning and categorising your invoices with +94% accuracy to comparing your costs against volume-negotiated supplier prices. The system gets sharper with every data point it processes.
Jamie Reynolds
CPO
Jamie is a 3x founder and marketplace product expert. He leads product strategy, making sure Groundley builds what customers actually need.
Peter Kannov
COO
Peter has spent over a decade leading procurement transformations and operations - from large-scale programmes at Prokura and Falck to serving as COO/CFO at EIVEE. At Groundley he runs day-to-day operations, making sure customers see results and the team scales without losing what makes it work.
HOW WE WORK
Four things we care about most.
Highest level of spend granularity.
Accounting systems are designed for Finance departments. Procurement needs to know what has been bought and at which prices and quantities. We go beyond ERPs to invoice-lines.
Savings delivered, not just identified.
We don't hand you a report and walk away. Our AI finds savings and acts on them. If we don't deliver results, we don't charge.
Effortless procurement.
Plug 'n' play integration. Automated categorisation and spend analysis. Savings by the click of a button.
All data stays private.
Spend data is sensitive. It is never shared with third parties, never used outside your account, and stored securely within the EU.
See what Groundley can do for you.
Whether you're a potential customer, supplier, or just curious, we'd love to talk.
Book a call →