Founded by Anna Lowe and Thanos Kokkiniotis in 2015

Smartify helps people make meaningful connections with art by providing museums with next-generation digital technology.

Date of investment
November 2020
Cost of investment
% of ownership
Latest valuation of Pembroke investment

Partnering with over 160 museums worldwide, the app instantly identifies 2 million digitised artworks and is now the world’s most popular museum app, with over 1 million downloads.
Pembroke’s investment follows Smartify’s notable 300% growth in the past year, having successfully adapted to deliver online arts education during the pandemic, and provide digital support for museums globally as they reopen. It has also established partnerships with world-class institutions including London’s National Gallery, The Smithsonian and the Belvedere Palace in Vienna.
The investment will be used to support international expansion, particularly in the US, and the evolution of the platform from an app-first experience into a multi-channel offering that supports online arts education and enables user-friendly ecommerce.

Pembroke’s investment is a huge step forward for Smartify and we’re delighted to see the hard work of our team result in achieving this milestone. This first institutional fundraise will facilitate expansion worldwide and will be crucial in allowing us to deliver rich arts education and storytelling online.
Anna Lowe, Co-founder of Smartify

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