About Groundley

Savings as a Service for Nordic businesses.

Every Nordic business loses money on what it buys. Enterprises need large procurement teams to try to fix it, and SMEs can't, because they don't have the time or the expertise. Groundley helps you find the money and save, whatever size you are.

Groundley's three co-founders together outside the office
Our story

We started by measuring carbon.
We ended up finding money.

Groundley began as a sustainability company. Ahmad Sabah built an engine that read a business's invoices line by line to work out its carbon footprint. The same engine turned out to be even better at something else: showing exactly where a company was overpaying.

Mads Zeidler, who had spent a decade running procurement for Scandinavia's largest firms at Prokura, joined as CEO, and the company turned from carbon to spend. Peter Kannov, another Prokura procurement leader and former Head of Global Procurement at Falck, came in to lead delivery.

The big consultancies do an excellent job for large enterprises, but for most mid-sized companies they're simply too expensive. That's where Groundley started: giving mid-sized companies the procurement expertise and software they've never had. Today we also give enterprise procurement teams invoice-line data on the spend they can't see, especially indirect.

What we believe

Three things shape how we work.

01

Savings you can bank

We are judged on money that lands on your bottom line, not on a report of what you could save one day. If it does not show up on the P&L, it does not count.

02

Built for your size

The tools and expertise big companies use, priced and shaped for a business your size. You should not need an enterprise budget to buy well.

03

Expertise and technology together

Myna, our AI, finds the savings. Our procurement people go and get them. Neither does the job as well on its own.

The team

Procurement operators and the engineers who back them.

Mads Zeidler
Mads Zeidler
Co-founder & CEO

Ten years leading procurement for Scandinavia's largest companies at Prokura, now part of Kearney. Grew up around a family business, so he knows the mid-market from the inside.

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Ahmad Sabah
Ahmad Sabah
Co-founder & CTO

The engineer behind the invoice-line AI. Built the engine that reads every line of your spend and sorts it automatically. Previously at Visma and Danske Bank.

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Peter Kannov
Peter Kannov
Co-founder & COO

Former Head of Global Procurement at Falck, responsible for billions in external spend, and a decade at Prokura before that. Leads how the savings actually get delivered.

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Jamie Reynolds
Jamie Reynolds
Adviser

Three-time founder. Shapes the product and how Groundley goes to market, drawing on years of building and scaling startups.

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Alper Nedimoğlu
Alper Nedimoğlu
Climate & Carbon Lead

Connects every line of spend to its carbon footprint, Scope 1 to 3. Environmental engineer with a master's in technology entrepreneurship from DTU.

Hamzah Hussain
Hamzah Hussain
Senior Software Engineer

Builds the platform end to end, backend and frontend. Came from Visma, shipping .NET and Angular products for years before joining Groundley.

Mustafa Hekmat
Mustafa Hekmat
Machine Learning Engineer

Trains the models that read and categorise your invoices. Machine learning and data science from the University of Copenhagen.

Let's dig out the savings sitting below the surface.

Thirty minutes, your own numbers, a clear view of what a full engagement would put back on your bottom line.

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Resources · On the Ground

Where the money hides, and how to get it back.

All resources
Report

The Savings Threshold.

For most SMEs, running proper sourcing has always cost more than the savings it could deliver. AI has slashed the cost, but most simply aren't aware of it.

Read the report →
Coming soon

Gold Standard Procurement.

Our framework for defining what good procurement looks like, with a self-assessment tool to help Nordic businesses navigate their way there.

Coming soon
Library

The Procurement Research Library.

Academic papers, industry benchmarks and consultancy studies on procurement and the Nordic mid-market. 22 sources.

Open the library →