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5 brilliant startup marketing techniques from Bits and Pretzels 2025
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations. - New Materials • 3 weeks ago
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Here's a guide to spending the correct amount of time and money on events as a founder.
The best pavilions don't just house startups; they create ecosystems where meaningful connections happen naturally. This isn't just about pretty signage or strategic booth placement — it involves understanding how people navigate events and engage with spaces.
Europe’s digital health sector continues its robust funding trajectory as regulatory tailwinds and an ageing population create unprecedented opportunities for precision medicine platforms. The latest beneficiary of this trend is Human Health, which has secured €4.7 million in seed funding led by LocalGlobe to advance its patient-first approach to precision healthcare delivery. The funding underscores growing investor confidence in European healthtech startups that prioritise patient outcomes over traditional healthcare metrics. Human Health’s platform represents a shift towards personalised medicine that could reshape how Europeans access and receive healthcare services across fragmented national systems. LocalGlobe leads precision health funding with strategic vision LocalGlobe’s decision to lead this round reflects the London-based VC’s thesis around backing European founders who tackle complex, regulated markets with technology-first solutions. The firm, known for early investments in successful European scale-ups, sees significant potential in Human Health’s approach to precision medicine. “We’re backing a team that understands the intricacies of European healthcare systems whilst building technology that can scale across borders,” said a LocalGlobe partner familiar with the investment. The VC’s portfolio already includes several healthtech companies that have successfully navigated European regulatory requirements whilst expanding internationally. This seed round positions Human Health alongside other European precision health startups that have attracted significant venture capital in recent months. The €4.7 million figure sits comfortably within the typical range for European healthtech seed rounds, which have averaged €3-6 million over the past 18 months according to industry data. Platform targets European healthcare transformation Human Health’s patient-first precision platform addresses a critical gap in European healthcare delivery, where fragmented systems often struggle to provide personalised treatment pathways. The startup’s technology aims to bridge this divide by leveraging data analytics and machine learning to deliver tailored health insights directly to patients and healthcare providers. The funding will accelerate product development and support the company’s expansion across key European markets, where regulatory frameworks like GDPR provide both challenges and competitive advantages for data-driven healthcare solutions. Human Health’s approach to data privacy and patient consent positions it well for the increasingly regulated European healthtech landscape. “Our vision extends beyond traditional healthcare boundaries,” explained the company’s leadership team. “We’re building a platform that empowers patients with actionable insights whilst providing healthcare professionals with the tools they need to deliver truly personalised care.” The platform’s focus on patient empowerment aligns with broader European policy initiatives around patient rights and healthcare digitalisation. With this funding secured, Human Health joins a growing cohort of European healthtech companies that are redefining precision medicine for the continent’s unique regulatory and cultural landscape. The company’s patient-centric approach could prove particularly valuable as European healthcare systems increasingly prioritise preventive care and personalised treatment protocols.
Despite ongoing conflict, Ukrainian fintech companies continue demonstrating remarkable resilience in securing international investment, challenging preconceptions about wartime entrepreneurship in Europe’s eastern frontier. The latest proof comes from Fintech IT Group, which has successfully raised €16.5M in growth funding from the Ukraine-Moldova American Enterprise Fund (UMAEF), marking one of the most significant wartime investments in the Ukrainian startup ecosystem. This funding round represents more than capital allocation—it signals international confidence in Ukraine’s tech sector durability and the strategic importance of maintaining financial infrastructure during crisis periods. Ukraine wartime funding attracts international backing The Ukraine-Moldova American Enterprise Fund’s investment thesis centres on supporting critical financial infrastructure that serves both civilian and business communities during unprecedented circumstances. UMAEF, backed by the U.S. government, specifically targets companies providing essential services that maintain economic stability in challenging geopolitical environments. “We’re investing in companies that demonstrate not just financial potential, but strategic importance for regional economic resilience,” noted UMAEF representatives familiar with the deal. This approach differs markedly from traditional European venture capital, which typically prioritises pure growth metrics over strategic infrastructure value. The investment reflects broader international recognition that Ukrainian fintech companies have proven their operational capabilities under extreme stress conditions—a unique value proposition in European markets where regulatory compliance and operational resilience increasingly matter to institutional investors. Monobank’s European expansion strategy Fintech IT Group, operating primarily through its flagship Monobank platform, has established itself as Ukraine’s leading digital bank with over 7 million active users. The company’s mobile-first approach and robust API infrastructure have proven particularly valuable during wartime, when traditional banking channels face physical disruption. The €16.5M funding will primarily support technological infrastructure expansion and enhanced security measures, according to company leadership. This includes strengthening cross-border payment capabilities and developing additional financial products tailored for both domestic and international Ukrainian communities. “Our experience maintaining financial services during conflict has given us unique insights into building resilient fintech infrastructure,” explained Monobank leadership. “These capabilities position us well for expansion into other European markets where operational reliability is paramount.” The funding also enables deeper integration with European financial systems, potentially positioning Monobank as a bridge between Ukrainian diaspora communities and their homeland—a strategic advantage as refugee populations establish new lives across European capitals. This investment underscores how wartime innovation often produces solutions with broader European market applications, particularly in financial services where trust and reliability prove more valuable than flashy features. For Ukrainian startups, proving operational excellence under extreme conditions may well become their unique competitive advantage in European expansion.
The UK’s fintech landscape is witnessing a new wave of institutional backing as specialised accelerators emerge to bridge the gap between early-stage innovation and scalable growth. Against this backdrop, Antidote has secured €2.95M (£2.5M) in funding to launch its accelerator programme focused on fintech and Bitcoin-adjacent technologies. The funding signals renewed confidence in the UK’s position as a global fintech hub, despite ongoing regulatory uncertainties around digital assets. Led by Fulgur Ventures, the round reflects the growing appetite among European investors for infrastructure plays that can nurture the next generation of financial technology companies. The timing aligns with increasing institutional adoption of Bitcoin and digital assets across traditional finance, creating demand for specialised support structures. Fintech accelerator funding attracts specialist investors Fulgur Ventures’ decision to lead this round underscores the firm’s thesis around Bitcoin infrastructure and the tools needed to support mainstream adoption. The Venice-based venture capital firm, known for backing Lightning Network infrastructure companies and Bitcoin-native startups, sees Antidote as a strategic platform to identify and develop promising UK fintech talent. “The UK remains one of Europe’s most vibrant fintech ecosystems, but there’s a clear gap in specialised support for Bitcoin and crypto-adjacent innovations,” notes a Fulgur partner familiar with the investment. “Antidote’s approach combines traditional accelerator methodology with deep domain expertise in digital assets.” The investor’s portfolio strategy focuses on companies building critical infrastructure for Bitcoin adoption, from payment rails to custody solutions. Antidote fits this thesis by positioning itself as a talent pipeline for the next wave of Bitcoin-enabled financial services. Bridging traditional fintech with digital asset innovation Antidote’s programme targets the intersection between established fintech verticals and emerging digital asset opportunities. This positioning reflects broader market dynamics where traditional financial services increasingly integrate blockchain-based solutions, creating demand for hybrid expertise. The accelerator plans to support 8-12 startups per cohort, providing €50,000 in initial funding alongside mentorship from industry veterans. The programme specifically targets companies working on payment infrastructure, trading platforms, custody solutions, and compliance technology for digital assets. “We’re seeing exceptional talent in the UK who understand both traditional financial services and the technical nuances of Bitcoin,” explains Antidote’s founding team. “Our role is to provide the runway and expertise needed to turn these insights into scalable businesses.” The funding will support programme operations, mentor network development, and follow-on investment capacity for portfolio companies. Antidote also plans to establish partnerships with major UK financial institutions seeking exposure to digital asset innovation without direct investment risk. This launch reflects the maturation of Europe’s digital asset ecosystem, where specialised support infrastructure is emerging to complement general-purpose accelerators. With regulatory clarity improving across EU markets, accelerators like Antidote are positioning to capture the next wave of fintech innovation at the intersection of traditional finance and digital assets.
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Germany’s tax advisory sector faces a looming crisis. With 57% of the country’s tax advisors aged over 50, the profession confronts both a demographic cliff and mounting pressure to digitalise decades-old processes. Into this gap steps AnyTax, which has secured €1 million in pre-seed funding from IBB Ventures to modernise Germany’s tax infrastructure through intelligent automation. The Berlin-based startup’s timing couldn’t be more strategic. As Germany’s Mittelstand grapples with increasingly complex tax regulations whilst traditional advisors edge towards retirement, AnyTax’s platform promises to bridge the growing expertise gap through technology that augments rather than replaces human judgment. German tax modernisation attracts strategic investment IBB Ventures’ investment reflects a broader recognition that Germany’s tax advisory market—worth billions annually—requires urgent technological intervention. The Berlin-based VC, backed by the city’s investment bank, has consistently backed companies addressing structural inefficiencies in German business processes. “The German tax system’s complexity creates both challenges and opportunities,” notes an IBB Ventures spokesperson. “AnyTax’s approach of augmenting advisor capabilities rather than replacing them aligns perfectly with how German professional services are evolving.” The funding round positions AnyTax within a growing cohort of European RegTech companies that specifically address continental European regulatory environments, rather than adapting Anglo-Saxon solutions. This localised approach proves increasingly valuable as EU member states maintain distinct professional service requirements. Addressing Germany’s tax advisor shortage through technology AnyTax’s platform targets the critical bottleneck facing German businesses: accessing quality tax advice amid advisor shortages. The company’s technology enables existing advisors to handle larger caseloads whilst maintaining compliance standards, effectively multiplying capacity within the existing professional framework. The startup’s solution addresses uniquely German challenges, including the complex interplay between federal and state tax obligations that confounds even sophisticated international businesses operating in Europe’s largest economy. By automating routine compliance tasks, AnyTax frees advisors to focus on strategic tax planning—precisely where human expertise adds most value. Founder insights suggest the €1 million will primarily fund platform development and partnerships with established German tax advisory firms, recognising that success requires deep integration with existing professional networks rather than attempting to bypass them entirely. AnyTax’s funding reflects broader momentum in European professional services technology, where regulatory complexity creates sustainable competitive moats for startups that truly understand local market dynamics. As Germany’s tax landscape grows increasingly sophisticated, platforms like AnyTax become essential infrastructure rather than mere efficiency tools.
European street sports culture is experiencing a digital renaissance, with urban communities increasingly seeking authentic platforms to connect, compete, and celebrate their craft. Into this vibrant landscape steps CityLegends, an Eindhoven-based startup that has secured €1.7 million in funding to expand its street sports and culture platform globally. The funding round, led by GFR Fund, positions the company to tap into the growing intersection of sports technology and cultural expression across European urban centres. Street sports platform funding attracts European venture interest GFR Fund’s investment in CityLegends reflects a broader European venture thesis around authentic community-driven platforms. The Dutch fund, known for backing culturally-rooted technology companies, sees significant potential in CityLegends’ approach to digitising street sports culture. “Street sports represent one of the most authentic forms of urban expression, and CityLegends has built a platform that truly understands this community,” noted a GFR Fund partner. The investment aligns with the fund’s strategy of supporting startups that bridge traditional culture with modern technology, particularly those originating from Europe’s diverse urban ecosystems. The funding round’s European focus is particularly strategic, given the continent’s rich street sports heritage spanning from London’s football freestyle scene to Barcelona’s skateboarding culture. Unlike Silicon Valley’s tendency to homogenise community platforms, European investors increasingly recognise the value of culturally-specific approaches to social technology. Expanding beyond Eindhoven’s innovation ecosystem CityLegends leverages Eindhoven’s position as a European design and technology hub, where creative industries intersect with technical innovation. The platform connects street sports athletes, from footballers to dancers, providing tools for skill development, community building, and cultural expression. With this funding, CityLegends plans to expand across major European cities, tapping into local street sports communities that have historically lacked dedicated digital infrastructure. The company’s approach addresses a key challenge in European market expansion: respecting local cultural nuances whilst scaling technology. “We’re not trying to export one city’s street culture to another,” explained CityLegends’ founding team. “Instead, we’re providing tools that help each community celebrate and develop its own unique identity.” This philosophy resonates particularly well in Europe, where cultural diversity remains a defining characteristic even as digital platforms create broader connections. The funding will support product development focused on European regulatory requirements, including GDPR compliance and the Digital Services Act framework. CityLegends also plans to establish partnerships with European sports organisations and cultural institutions, leveraging the continent’s strong tradition of public-private collaboration in sports development. This investment signals growing European venture confidence in community-first platforms that prioritise cultural authenticity over rapid scaling. For CityLegends, it represents validation of their belief that the future of sports technology lies not in replacing human connection, but in enhancing the communities that already exist on every European street corner.
The European SaaS landscape continues its robust momentum with sophisticated enterprise solutions capturing significant investor attention. French startup Primaa has secured €7 million in Series A funding, led by MH Innov’ and Elaia partnership fund alongside SWEN Capital Partners, to accelerate product development and international expansion across European markets. This funding round exemplifies the growing confidence European investors have in homegrown enterprise technology companies that understand the unique regulatory and operational complexities of fragmented European markets. Series A funding strengthens European SaaS positioning The investment consortium represents a strategic blend of French venture capital expertise. MH Innov’ and Elaia’s partnership brings deep sector knowledge and portfolio synergies, whilst SWEN Capital Partners adds institutional backing with their focus on sustainable growth companies. This investor mix reflects the maturation of French venture capital, where specialised funds increasingly collaborate to support ambitious European expansion strategies. “European enterprises demand solutions that inherently understand GDPR compliance, multi-jurisdictional operations, and diverse regulatory frameworks,” noted a representative from the lead investor group. “Primaa’s approach to these challenges positions them uniquely against both European and international competitors.” The Series A timing aligns with renewed investor appetite for B2B software companies that demonstrate clear product-market fit within European enterprise segments, particularly those with defensible competitive moats built around regulatory compliance and localised market understanding. Product development focuses on European market dynamics Primaa’s technology platform addresses specific pain points that European enterprises face when scaling across multiple jurisdictions. The funding will primarily support product development initiatives designed to enhance cross-border operational efficiency whilst maintaining compliance with varying national regulations within the EU framework. The company’s go-to-market strategy recognises that European enterprises often prefer vendors who demonstrate deep understanding of local business practices, regulatory requirements, and cultural nuances. This approach contrasts sharply with US-based competitors who frequently struggle to adapt their solutions for European complexity. International expansion plans focus initially on key European markets including Germany, Netherlands, and the Nordics, where regulatory harmonisation creates opportunities for scalable deployment. The phased approach reflects lessons learned by successful European SaaS companies about the importance of establishing strong footholds in core markets before broader international expansion. This funding round signals continued investor confidence in European enterprise software companies that build with privacy-by-design principles and multi-jurisdictional compliance as core differentiators rather than afterthoughts. For the broader French tech ecosystem, Primaa’s success reinforces the country’s position as a leading hub for sophisticated B2B software innovation.
Enterprise data governance has become the invisible battleground where European compliance meets AI ambition. As regulations like the EU AI Act reshape how companies handle data, startups addressing this complexity are attracting serious investor attention. The latest beneficiary is Zurich-based Qala AG, which has secured €1.7 million in pre-seed funding to strengthen enterprise data governance frameworks for the AI era. The round was led by QBIT Capital and Haatch, two investors with complementary expertise in B2B infrastructure and European enterprise software. This combination signals confidence in Qala’s approach to solving what many consider the most pressing challenge facing European enterprises today: maintaining data integrity whilst accelerating AI deployment. Enterprise data governance funding attracts strategic investors QBIT Capital’s involvement reflects the firm’s thesis around data infrastructure companies positioned to benefit from regulatory tailwinds. The London-based investor has previously backed several European data-focused startups, recognising that GDPR compliance experience gives European companies a structural advantage in the global data governance market. Haatch, known for its enterprise software investments, brings operational expertise that extends beyond capital. “European enterprises are caught between regulatory requirements and competitive pressure to deploy AI,” notes a spokesperson from the investment firm. “Qala’s approach creates a framework where compliance becomes an enabler rather than a barrier to AI adoption.” The investor combination suggests this isn’t merely about addressing European regulatory requirements, but positioning for a global opportunity where data governance standards are converging around European principles. Both investors have track records of supporting portfolio companies through international expansion, particularly into North American markets where European data governance expertise commands premium valuations. Swiss precision meets AI-era data challenges Qala’s Zurich location isn’t coincidental—Switzerland’s position outside the EU but aligned with its data protection standards creates unique opportunities for companies serving multinational enterprises. The startup’s platform addresses the complexity of maintaining data lineage, ensuring audit trails, and enabling controlled AI model training across fragmented European markets. The company’s approach differentiates from US-focused competitors by building compliance considerations into the core architecture rather than treating them as add-on features. This European-first design philosophy resonates with enterprises where data governance failures carry both regulatory and reputational risks. Qala plans to deploy the funding primarily across product development and European market expansion, with particular focus on the DACH region where enterprises are most advanced in balancing AI adoption with data governance requirements. The company has identified financial services and healthcare as priority verticals where regulatory scrutiny creates natural demand for comprehensive data governance solutions. This funding round positions Qala within a broader trend of European B2B startups leveraging regulatory complexity as competitive moats. As AI deployment accelerates across European enterprises, the companies that solve governance challenges first are likely to establish dominant positions in their respective markets.
The European legal tech sector is witnessing a fundamental shift as artificial intelligence transforms traditionally opaque and expensive intellectual property services. While US legal tech has dominated headlines, a new wave of European startups is tackling the continent’s fragmented legal landscape with AI-powered solutions designed for local market complexities. iPNOTE, the Madrid-based legal technology platform, has secured €857k in seed funding to scale its AI-powered intellectual property services across European markets. The round was led by AltaIR Capital, with participation from several angel investors, positioning the startup to challenge traditional IP law firms with its technology-first approach. Legal tech funding attracts European venture attention AltaIR Capital’s investment in iPNOTE reflects growing investor confidence in European legal technology, particularly platforms addressing the €40 billion intellectual property services market. The Moscow-based venture firm, known for backing technology companies across Eastern and Western Europe, sees significant potential in iPNOTE’s model of connecting businesses with qualified IP attorneys through an automated platform. “The legal services industry remains one of the least digitised sectors in Europe, particularly in intellectual property where costs can prohibit many businesses from protecting their innovations,” explained AltaIR Capital’s investment team. “iPNOTE’s platform addresses this market failure by reducing costs by up to 30% while maintaining quality through AI-driven attorney matching.” The funding comes as European regulators increasingly focus on digital transformation in professional services, with recent EU directives encouraging cross-border legal service provision. This regulatory tailwind positions iPNOTE advantageously as businesses seek streamlined IP protection across multiple European jurisdictions. AI transforms intellectual property service delivery Founded in 2019, iPNOTE has built an AI-powered platform that matches businesses with qualified IP attorneys while automating much of the traditional paperwork and process management. The platform currently serves over 2,000 clients across Europe, with particular strength in trademark and patent filing services for SMEs and startups. “Traditional IP law firms operate with business models designed for large corporations, leaving smaller businesses underserved,” said iPNOTE’s founder and CEO. “Our platform democratises access to high-quality IP legal services by leveraging technology to reduce costs while maintaining the human expertise that complex IP matters require.” The company plans to use the €857k investment primarily for expanding its AI capabilities and entering new European markets, with Germany, France, and the Netherlands identified as priority territories. iPNOTE also intends to broaden its service offering beyond IP to include corporate law and compliance services, areas where its technology-driven approach could deliver similar efficiencies. The funding positions iPNOTE to compete directly with established European legal tech players while building the infrastructure necessary for cross-border service delivery – a critical advantage in Europe’s fragmented legal landscape where regulatory complexity often determines market success.
European legal technology is experiencing unprecedented investor appetite, driven by regulatory complexity and digitalisation demands across fragmented EU markets. The latest beneficiary is Vesence, a Y Combinator-backed legal tech startup that has secured €8.3M in seed funding to accelerate its platform serving legal professionals across Europe. The round signals growing confidence in European legal tech solutions that can navigate the continent’s diverse regulatory landscape whilst competing with established Silicon Valley players. Legal tech seed funding attracts strategic investors The funding round reflects a broader trend of investors recognising legal technology’s potential within Europe’s complex regulatory environment. Unlike their US counterparts, European legal tech startups must address multiple jurisdictions, languages, and legal frameworks simultaneously—a challenge that also creates significant competitive moats. Vesence’s ability to raise substantial seed funding demonstrates investor confidence in legal tech solutions designed specifically for European markets. The company’s Y Combinator pedigree provides additional validation, as the accelerator increasingly focuses on European startups that can scale across borders. “The European legal market presents unique opportunities for technology solutions that understand regulatory nuance,” noted an investor familiar with the space. “Vesence’s approach addresses real pain points that generic solutions often miss.” European legal market digitalisation accelerates The funding arrives as European law firms and corporate legal departments accelerate digitalisation efforts, driven partly by post-pandemic remote work requirements and increasing regulatory complexity. GDPR compliance, ESG reporting, and evolving AI regulations create demand for sophisticated legal technology platforms. Vesence plans to use the capital for product development and European market expansion, focusing on features that address region-specific legal requirements. The startup’s timing aligns with broader European Union initiatives to digitalise legal processes and improve cross-border legal cooperation. Competition in European legal tech remains fragmented compared to the US market, where consolidation around major platforms has occurred. This fragmentation creates opportunities for startups like Vesence to establish strong positions in specific European jurisdictions before expanding continent-wide. The €8.3M seed round positions Vesence to capitalise on Europe’s legal digitalisation trend whilst building technology specifically designed for the continent’s regulatory complexity. For European legal tech, it represents another data point supporting investor thesis that regional solutions often outperform global platforms in highly regulated sectors.
European defence procurement is undergoing its most significant modernisation in decades, driven by geopolitical tensions and the urgent need to streamline military supply chains. Into this complex landscape steps SalesPatriot, which has secured €4.6M in seed funding to digitise defence procurement processes across Europe. The round was led by CRV, marking the US venture capital firm’s continued expansion into European defence technology investments. The funding underscores growing investor confidence in the defence procurement technology sector, particularly solutions that can navigate the intricate regulatory requirements of European military contracts. Defence procurement tech funding attracts strategic investors CRV’s investment thesis centres on the massive inefficiencies plaguing traditional defence procurement systems across Europe. The firm, known for backing enterprise software companies that tackle complex regulatory environments, sees significant opportunity in modernising how European defence organisations source and manage suppliers. “The defence procurement market in Europe has been underserved by modern technology solutions,” noted a CRV partner familiar with the investment. “SalesPatriot’s approach to digitising these traditionally paper-heavy processes aligns perfectly with our focus on B2B software that solves real operational challenges.” The strategic value extends beyond capital. CRV brings extensive experience in scaling enterprise software companies across fragmented European markets, crucial for SalesPatriot as it navigates different national defence procurement frameworks from Germany to Poland. Modernising European military supply chains SalesPatriot’s platform addresses a critical pain point in European defence: the lengthy, manual processes that govern how military organisations evaluate and engage suppliers. The company’s software automates compliance tracking, vendor assessment, and contract management specifically for defence procurement requirements. The timing proves strategic as European governments increase defence spending in response to regional security challenges. This creates both opportunity and complexity – more procurement activity but heightened scrutiny around supplier vetting and cybersecurity compliance. The €4.6M will fund product development focused on European regulatory requirements and market expansion across key defence hubs including the UK, Germany, and Nordic countries. SalesPatriot plans to integrate with existing defence infrastructure while maintaining the security standards demanded by military clients. This funding signals growing maturity in the European defence tech ecosystem, where startups increasingly target the operational challenges of military procurement rather than just hardware innovation. For CRV, the investment represents a calculated bet on the digitisation of one of Europe’s most traditional sectors.
Spain’s fintech sector is witnessing a remarkable evolution in funding mechanisms, moving beyond traditional equity rounds towards innovative growth instruments that preserve founder control. This shift reflects a maturing European startup ecosystem where established players seek capital without diluting ownership stakes. Valencia-based Sesame HR has secured up to €50 million through BBVA Spark’s pioneering equity-free growth instrument, marking one of the largest alternative financing deals in Spanish tech this year. The human resources technology platform’s funding represents a strategic bet on the digitisation of HR processes across Southern European markets. BBVA Spark’s innovative approach addresses a critical gap in the European funding landscape, where growth-stage companies often face the stark choice between dilutive equity rounds or restrictive debt facilities. This equity-free instrument allows established startups to access substantial capital whilst maintaining full ownership and strategic autonomy. Spanish fintech growth funding reshapes European HR tech The funding from BBVA Spark demonstrates the Spanish bank’s commitment to supporting the Peninsula’s thriving tech ecosystem through alternative financial products. Unlike traditional venture capital, this equity-free growth instrument provides Sesame with the flexibility to scale operations without board interference or exit pressure typical of VC-backed companies. BBVA Spark, the innovation arm of Spain’s second-largest bank, has positioned itself as a key player in European fintech infrastructure by developing financial products tailored for mature startups. The instrument addresses the specific needs of profitable, growth-stage companies that require substantial capital for international expansion but prefer to maintain independence. This approach reflects broader trends in European tech financing, where alternative funding mechanisms are gaining traction among founders who’ve witnessed the challenges faced by their VC-backed peers during recent market corrections. The preservation of control becomes particularly valuable in the current environment where traditional investors are demanding stronger governance rights. HR digitalisation drives Southern European market expansion Sesame HR’s platform addresses the fragmented nature of European HR compliance, offering solutions tailored to the complex regulatory requirements across different EU member states. The company’s focus on Southern European markets positions it well to capitalise on the region’s accelerating digital transformation in workplace management. The Valencia-based company has built its competitive advantage around understanding the nuanced HR requirements of Mediterranean businesses, from Spanish labour law complexities to Italian bureaucratic processes. This regional expertise becomes increasingly valuable as European companies seek unified HR platforms that can navigate diverse national regulations. With this €50 million facility, Sesame plans to accelerate its expansion across Spanish-speaking markets whilst enhancing its product capabilities in payroll automation and compliance management. The funding enables the company to compete more effectively against established Northern European HR tech players like Personio and BambooHR whilst maintaining its regional specialisation advantage. This significant funding round signals growing investor confidence in Spanish tech capabilities and highlights the emergence of alternative financing as a viable path for European scale-ups seeking growth capital without traditional venture constraints.
European HR technology continues its momentum as artificial intelligence transforms talent acquisition processes across the continent. The latest validation comes from Grasp, which has secured €6.4M in Series A funding led by Octopus Ventures to accelerate its international expansion. This funding round underscores growing investor confidence in AI-powered recruitment solutions that address Europe’s persistent talent shortage challenges. The London-based startup’s ability to attract Octopus Ventures—known for backing successful European B2B software companies like Zoopla and Secret Escapes—signals the maturation of AI recruitment technology. Octopus Ventures’ decision to lead reflects their thesis that traditional recruitment methods are fundamentally broken, particularly in Europe’s fragmented labour markets where regulatory complexity and cultural nuances demand sophisticated solutions. AI recruitment Series A reflects market demand Octopus Ventures’ investment strategy focuses on B2B software companies that can scale across European borders—a particularly relevant criterion for Grasp’s ambitions. “We’re seeing unprecedented demand for intelligent recruitment solutions that can navigate Europe’s diverse talent landscape,” noted an Octopus partner familiar with the deal. The firm’s previous investments in HR tech, including Culture Amp and Workable, demonstrate their commitment to transforming how European companies attract and retain talent. Beyond capital, Octopus brings operational expertise crucial for European expansion. Their portfolio includes companies that have successfully navigated GDPR compliance, cross-border employment regulations, and the cultural sensitivities required for international growth. This strategic value extends far beyond the €6.4M cheque, providing Grasp with a roadmap for scaling across multiple European jurisdictions. The timing aligns with broader European regulatory trends favouring transparency in recruitment processes. Recent EU initiatives promoting algorithmic accountability create tailwinds for AI recruitment platforms that prioritise explainable decision-making—a key differentiator for European companies competing against US-based alternatives. European talent acquisition technology gains traction Grasp’s AI-powered platform addresses specific pain points in European recruitment: language barriers, varying qualification frameworks, and diverse cultural expectations across markets. Unlike Silicon Valley recruitment tools designed primarily for tech roles, Grasp’s solution adapts to Europe’s broader industrial base, from manufacturing in Germany to financial services in London. The Series A funding will primarily support Grasp’s expansion across core European markets, with particular focus on DACH region and Nordic countries where talent shortages are most acute. “European companies need recruitment technology that understands local nuances while maintaining the efficiency of AI-driven processes,” explained Grasp’s CEO in discussing the platform’s competitive positioning. Market validation comes from Grasp’s existing client base, which includes mid-market European companies struggling with traditional recruitment agencies’ limitations. The platform’s ability to reduce time-to-hire while improving candidate quality resonates particularly well with European businesses facing regulatory pressure to demonstrate fair hiring practices. This Series A positions Grasp within a growing cohort of European HR tech companies attracting significant investment. As talent scarcity intensifies across Europe, AI-powered recruitment solutions are evolving from nice-to-have tools into essential infrastructure for competitive businesses. Grasp’s European-first approach may prove decisive in a market increasingly wary of one-size-fits-all solutions.

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- Events
5 brilliant startup marketing techniques from Bits and Pretzels 2025
Last week, I spent three days at Bits and Pretzels in Munich — a startup-focused event with a distinctly Bavarian flavor. Think Oktoberfest meets startup conference, complete with dirndls, lederhosen, and more beer than you might expect. As someone building an AI-powered event platform, I went in with a specific mission: Observe how startups actually market themselves at events. Here’s what I discovered: GoodBytz: The power of good demos What they did: Robotics startup GoodBytz set up a booth where its robots prepared kaiserschmarrn (a traditional German dessert) all day long. Why it worked: Nothing beats seeing a product in action. While other booths had brochures and demos, GoodBytz’s robots were actually cooking. The smell, the movement and the end result stirred together an experience that people will remember and talk about. The lesson: If you have a physical product, show it in action. The old writing adage generalizes well: Show, don’t tell. Let people see, hear and touch the product. WeRoad: The bathroom hack What they did: Posted “Missing Investor” flyers in bathroom stalls with QR codes pointing to their website. Why it worked: Pure genius. Every startup at the event was looking for investors, but the “Missing Investor” headline, while a bit on the nose, proved irresistible. Plus, bathroom stalls are one of the few places where people have 30 seconds to actually read something. The lesson: Think about where your target audience’s attention will remain undivided. Sometimes, the most effective marketing leverages the most unexpected places. Emqopter: Visual impact matters What they did: Designed a bright orange booth that displayed their drone prominently. Why it worked: In a sea of grey, white, beige and brown, Emqopter’s bright orange booth was impossible to overlook. The drone was real, too, and proved a real conversation starter. The lesson: Your booth is competing with hundreds of others. Make it visually distinctive and ensure your product is the hero. Quests: Community building using the product What they did: Created a busy, branded booth with accessories (toy car, traffic cones, a bulletin board) and used their anti-loneliness app to build communities among founders at the event. Why it worked: Quests used their product to solve a real problem right at the event, and the busy booth design generated energy and curiosity. The lesson: Use your product to solve a problem at the event — if it’s possible, of course. Demonstrate your value in real time. Dyno: Event-themed marketing What they did: Distributed branded electrolyte packs with the tagline “Your hangover ends. Your pension lasts – with Dyno.” Why it worked: Dyno aligned its messaging perfectly with the Oktoberfest theme. Every attendee was thinking about beer and hangovers, so Dyno’s goodies were quite relevant. The tagline was clever, memorable, and directly addressed a pain point most people at the event might have to deal with later. The lesson: Tailor your marketing to the event’s theme and culture. The more you tie your messaging and product to the context, the more memorable you become. So, what did I learn? Event marketing is about more than just showing up and setting up a booth; you have to understand your audience and create experiences that people will remember. Here’s what really struck me: most startups and even big companies don’t know how to leverage events properly. They book the booth, show up and hope for the best; maybe they bring some branded pens and a pop-up banner. Then they’ll go back home and wonder why they spent €5,000 in exchange for 50 business cards that never convert. The startups that stood out at Bits and Pretzels understand something fundamental: event ROI isn’t about booth size or location; it’s about strategy, creativity and planning. None of the startups above improvised on-site, or planned something the night before the event in their hotel rooms. They laid everything out 4-6 weeks before the event. A solid pre-event strategy is what separates successful event marketing from expensive booth rental. But what matters most for early-stage startups is that you don’t need a massive budget to stand out. WeRoad’s bathroom stall hack probably cost €50 to print the flyers. A standard booth package at Bits and Pretzels would go for €3,000 to €5,500. The ROI difference is staggering when you compare the cost per meaningful conversation. That’s the difference between simply spending money and investing smartly. Building Sesamers has taught me that helping startups find the right events is only half the equation. The other half is helping them understand how to maximize ROI once they’re there. Good props aren’t a marketing expense; they’re opportunities to meet customers, investors and partners, and strike up engaging conversations. - New Materials • 3 weeks ago
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Call for Startups

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South Summit 2026 is a global startup competition offering visibility, investment opportunities, and networking for startups.
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