About Us

We are a team who has developed products, consulted on management & teamwork, and operated hospitality companies.

We are Sweeply.

Our mission

Our mission is to help hospitality businesses create a work environment that is easy to understand, less stressful, and where participating is joyful. We believe simplifying management, communication, and collaboration are key drivers in that kind of work environment.

Connecting hospitality, teamwork, and software

The leadership team


Þórhildur Edda Gunnarsdóttir


Þórhildur brings a dynamic blend of engineering and digital innovation to Sweeply. Her career spans leading roles in digital strategy and development. As CEO and Co-founder of Júní, a digital agency, she specialized in creating compelling digital experiences, highlighting a passion for maximizing value and minimizing waste. Before Júní, Þórhildur worked for Arion Bank, leading significant digital projects.

Þórhildur holds an M.Sc. in Production Engineering from TU-Berlin and a B.Sc. in Engineering Management from Reykjavik University.

Erlendur Steinn Gudnason COO & co-founder

Erlendur Steinn Gudnason

COO & co-founder

Erlendur is an experienced leader with 20+ years in software and telecommunication. He founded and sold a search engine company and held several leadership positions at Siminn, a telco. Before co-founding Sweeply, he was the CEO of Stiki, a risk management software company.

Erlendur holds a BS in Computer Science from the University of Iceland.

Frans Veigar Gardarsson VP of Products & co-founder

Frans Veigar Gardarsson

VP of Products & co-founder

Frans is a software engineer with 7+ years of experience in software development. He developed software products at Mentor and Mint Solutions. Before co-founding Sweeply, he co-founded and led a vacation rental service provider.

Frans holds a BS in Software Engineering from Reykjavik University.

Petar Kostadinov Shomov CTO

Petar Kostadinov Shomov


Petar is a software entrepreneur with 20+ years of experience as a developer in different domains ranging from software for embedded hardware through security to enterprise software. He was a co-founder of Kolibri, a digital business studio. Before joining Sweeply, Petar served as the VP of Engineering for ActivityStream, a cloud-based operations intelligence service platform.

Petar holds a BS in Computer Science from the University of Iceland.

A wealth of knowledge

Board of directors


Asthildur Otharsdottir


Asthildur is a Partner at Frumtak Ventures and a board member of several of the firms' portfolio companies. She served on the board of directors of Icelandair Group from 2012-2019 and was chairman of Marel from 2013-2021. Earlier experience includes leading corporate development at Össur and consulting at Accenture in Denmark.

Asthildur holds an MBA degree from Erasmus University in The Netherlands and a bachelor degree in Business Administration from the University of Iceland.


Fridrik Frikdriksson

Board member

Fridrik has vast experience as a C-level executive in media and technology companies, including IBM Iceland and Skjárinn, a media company. Previously he was the chairman of CCP, an MMO gaming company, and chairman of government agencies MATIS and the AVS fund. Fridrik is the CFO of the New Business Venture and is a board member at Mentis Cura, Mint Solutions, PayAnalytics, Ankeri Solutions, and Nordic Visual.

Fridrik holds a MA in Economics from the University of Iceland and an MBA from Virginia Tech.


Magnea Hjalmarsdottir

Board member

Magnea is an experienced hospitality professional. Magnea was the Managing Director of Icelandair Hotels Group for 16 years, operating 21 hotels/1700 rooms countrywide. As managing director, she introduced three international brands; Hilton, Canopy by Hilton, and Curio Collection by Hilton. Under her management, the hotel company was sold and successfully transferred to new ownership in the spring of 2021.

Magnea holds an MBA from the University of Surrey UK and a degree in Hotel Management from the IHTTI School of Hotel Management in Switzerland.


Sigrun Dora Saevinsdottir

Board member

Sigrun is an experienced strategic planner, business developer, operations manager, and innovator. As COO, she led the partner channel development of LS Retail, a leading global provider of software solutions for the retail industry. Sigrun is an independent sales channel advisor to software companies.

Sigrun holds an MS in Computer Science from the University of Iceland.

Contact Us


Borgartun 27, 105 Reykjavik, Iceland

Sweeply ehf.

Company registration number: 650615-0260