Copilot Capital invests in Danish startup PriceShape and its data driven pricing intelligence offering

Private equity firm, Copilot Capital, has made an undisclosed investment in PriceShape, which specialises in pricing intelligence and competitor monitoring.

PriceShape, a bootstrapped Danish startup founded in 2018, is developing a software tool and price robot that enable retailers to customise pricing in real-time.

"We were incredibly impressed by PriceShape’s trajectory and the way they have run their business," says John Messer, Managing Partner at Copilot Capital.

"The founders have built an exceptional system that turns raw data into valuable, actionable insights. It’s not just about scraping millions of websites - what makes them stand out is how they enable their clients to act on the data easily. We truly believe in their vision and want to go on this journey with them."

With Copilot’s backing, PriceShape plans to expand its operations into new markets across Europe while continuing to invest in its machine learning capabilities to unlock even more potential within its platform. 

Co-Ceo Frederik Christiansen says: “We are excited about this agreement, which positions us to become market leaders in the pricing market. We've already been driving a fundamental shift in the retail market, and that change is permanent.”

“Now, we're ready to accelerate. Over the past six years, we’ve declined several funding opportunities, but we believe that both the timing and our partnership with Copilot are perfect. Copilot has shown the same professionalism and excitement for PriceShape's work and what we can offer leading global brands."

2024 RTIH INNOVATION AWARDS

Startups are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.