16th September, 2025: PriceShape, a fast-growing software company specialising in retail pricing intelligence and competitor monitoring, has acquired Stockholm-based competitor Priceindx, strengthening its position as one of Europe’s leading pricing software providers.
Founded in 2018 by co-CEOs Frederik Christiansen and Kasper Rittig Strand, the Aarhus-based company became part of Copilot Capital’s portfolio last year, after the European private equity firm – known for backing leading software businesses made a majority investment.
Backed by Copilot Capital, PriceShape has expanded rapidly, growing its team from 50 to 120 employees and acquiring Priceindx, the market leader in Sweden. The acquisition marks a key step in the company’s ambition to become Europe’s largest pricing software player in the coming years.
Bringing more than 20 employees and a strong foothold in price monitoring and competitor intelligence, Priceindx has built technology that online retailers rely on to sharpen competitiveness and boost profitability. With consumer demand for the best online deals driving rapid growth, the acquisition propels PriceShape into a leading position in the Swedish market – one of Europe’s fastest-growing alongside Denmark.
“We are impressed by the business Priceindx has built in Sweden since 2006, and by their success in attracting some of the country’s biggest brands. We are almost as large as they are in Sweden, but in this case, the combination creates more than the sum of its parts, and we’re looking forward to drawing on their expertise and experience. I believe together we can build something even greater, and we are excited to continue working closely with both existing and new customers in Sweden,” says co-CEO Frederik Christiansen.
Retail pricing is more important than ever, but also increasingly complex. Today’s consumers enjoy unprecedented transparency, able to spot the best price for any product at a glance. For online retailers, that creates relentless pressure to stay competitive.
“It is no longer only about campaigns and discounts, but about running an automated pricing system that responds quickly to market shifts, helping customers remain competitive. It is impossible to manage this manually at the required speed. That is why we identified a significant gap in the market for gathering and structuring data, setting direction, and building automation based on that data, ensuring our customers always achieve the most effective pricing,” adds Kasper Rittig Strand, co-founder and co-CEO of PriceShape.
“PriceShape was already growing rapidly, but with the acquisition of Priceindx, we are accelerating our growth even further. This is not about growth for its own sake, but about seizing a clear opportunity to strengthen PriceShape’s market position and its ability to support even more brands in Sweden,” says John Messer, Managing Partner at Copilot Capital.
Copilot Capital’s investment in PriceShape marked its second in a Danish company. Since then, PriceShape has doubled down on developing its platform and hiring the right talent, all part of its ambition to become Europe’s market leader. Already active in 28 markets outside Denmark, the company is now exploring further acquisitions to accelerate its expansion.
