Qyre
About the company
Qyre operates in the European film, television, and live production industry, building the infrastructure layer for freelancer-driven productions. The €90B European production market continues to rely on fragmented workflows across hiring, contracts, compliance, communication, and payments — creating inefficiencies, regulatory exposure, and loss of institutional knowledge after each production cycle. Qyre consolidates these functions into a single, AI-powered operating system designed specifically for the operational realities of production companies.
The platform functions as a system of record across the full production lifecycle — hire, manage, pay, and report — replacing disconnected tools with structured, auditable workflows. Qyre operates a hybrid revenue model combining SaaS subscriptions, booking commissions, smart workflow automation, and payroll services, allowing revenue to scale naturally with production activity.
Qyre is live and processing real productions, with €3.8M in GMV across 30+ productions, including enterprise clients such as Amazon Prime and Banijay. Headquartered in Stockholm, Sweden, and founded by experienced production and technology leaders, the company is initially scaling across the Nordic market before expanding through enterprise production groups across Europe.
Beyond traditional film and television, the same infrastructure extends into adjacent high-growth markets including social media and YouTube production, commercial and branded content, arena management, touring crews, and large-scale live events such as concerts. These segments represent substantial additional crew-driven economic activity, expanding the addressable market significantly beyond the €90B core industry.
Qyre’s long-term ambition is to become the standard infrastructure and system of record for Europe’s freelancer-powered production economy — across both established and next-generation content markets.
Quick links:
Contact:
Founders: Michael Starck & Peter Settman
Primary Contact:
Name: Michael Starck
Role: CEO / Co-founder
Email: michael.starck@qyre.com
Phone: 0702833175
LinkedIn
Capital need and valuation:
Capital Sought: €1.0 million
Round Type: Seed
Pre-Money Valuation: €4 million (To be discussed with lead investor.)
Use of Funds
Customer Acquisition
Accelerate commercial traction through targeted enterprise sales, strategic partnerships, and structured rollouts with existing and new production groups. Focus on converting pilots and LOIs into long-term standardized adoption.
Expansion
Scale beyond Sweden into the broader Nordic region and prepare entry into selected European markets through enterprise-led expansion. Strengthen regional presence where production groups operate across borders.
Product Offering Development & AI Implementation
Further embed AI across the platform to enhance automation, predictive matching, compliance workflows, and conversational interfaces. Strengthen Qyre’s position as the system of record and operational infrastructure layer for productions.
Team & Key Hires
Expand sales, customer success, and technical capabilities to support enterprise onboarding, platform scalability, and long-term infrastructure development.
Financial forecast
Projected GMV & Revenue
2025: €1.09 million - Revenue: €0.07 million
2026: €3.64 million - Revenue €0.22-0.55 million
2027: €22.7 million - Revenue €2.4-3.5 million
(GMV (Gross Merchandise Value) represents total production bookings and crew spend processed through Qyre.)
Revenue Model
Qyre operates a hybrid, infrastructure-driven revenue model consisting of:
- Transaction Fees: Commission on crew bookings
- Salary Processing & Financial Services: Integrated payroll and compliance
- Subscriptions (SaaS): Production admins, premium users, project licenses
- AI-Driven Smart Features: Matching, timecards, invoicing, reporting
- Revenue scales directly with production volume (GMV) and increases as financial services and automation become embedded across productions.
Primary Value Drivers
Current Take-Rate (~6%)
Today, Qyre earns approximately 6% per booking processed through the platform, reflecting commission and existing financial services.
Take-Rate Expansion (Target ~15%)
With integrated payment solutions such as Immediate Pay, enhanced payroll services, and richer insurance offerings, Qyre targets a blended take-rate of approximately 15% per booking as a conservative medium-term objective. This expected increase in monetization explains the revenue range presented for 2026 and 2027 above.
GMV Growth
An increasing number of productions and enterprise standardization across production groups drive sustained transaction volume growth.
Enterprise Rollout
Multi-production adoption within enterprise production groups compounds revenue per client and accelerates platform penetration.
Operational Scalability
AI-driven automation and workflow standardization improve efficiency and margin profile as transaction volume grows.
Infrastructure Positioning
Becoming the system of record for production workflows strengthens retention, increases switching costs, and enhances long-term pricing power.
Traction and previous funding
Founder investment.
€0.8 million invested by the founders to date, demonstrating strong long-term commitment and alignment with shareholders.
External Capital Raised
€3.5 million raised from Family & Friends, industry-connected investors, and a select group of family offices.
The capital was initially raised to support product development and early international expansion, including entry preparations for the U.S. market. Shortly thereafter, the COVID-19 pandemic significantly disrupted global production activity, particularly in the U.S. and international markets. In response, the company made a strategic decision to refocus on strengthening product-market fit within the Nordic and European markets, prioritizing enterprise adoption and infrastructure stability before pursuing broader international expansion. This repositioning has resulted in a more disciplined, enterprise-led growth strategy. The investor base provides not only capital but also strategic access within the European production ecosystem.
Notable external investors include:
Jeff Jacobs – Co-founder of Harpo Inc. (Oprah Winfrey Network)
Jonas Persson – Founder of Commercial Sports Media and Sportway.
Brant Rubin – Vor Capital
Per Victor – Co-founder of FirstVet and Victor & Victor
The capital supported product development, early market validation, and international expansion initiatives, including preparations for entry into the U.S. market prior to the COVID-19 disruption of global production. Following this period, Qyre strategically refocused on strengthening product-market fit and enterprise adoption within the Nordic and European markets, building a disciplined, infrastructure-led growth strategy. The investor base provides both financial backing and strategic industry access across media, sports, technology, and family office networks.
Key Traction Indicators
Customers & Enterprise Adoption
30+ productions executed through Qyre
Enterprise clients including Amazon Prime & Banijay,
A robust monolithic technology stack operated by a focused and highly motivated team.
Pilots projects for arena management during 2026
Financial and payroll integrations enabling embedded transaction flows
Vision and impact
Vision
Our long-term ambition is to become the system of record and financial infrastructure backbone for Europe’s freelancer-driven production economy — standardizing how productions hire, manage, pay, and retain institutional knowledge across film, television, live events, and emerging digital content markets.
Qyre aims to build the operational layer that connects production companies, freelancers, and financial services into one structured ecosystem — reducing inefficiencies while increasing transparency, compliance, and economic resilience across the industry.
Impact & Sustainable Value Creation
Qyre strengthens economic resilience in a €90B+ industry by formalizing freelance workflows, improving compliance, and enabling faster, more reliable payments.
By digitizing contracts, scripts, call sheets, and reporting, Qyre eliminates large-scale paper usage and significantly reduces administrative waste. Structured talent matching improves access to qualified local professionals, reducing unnecessary travel and logistical complexity across productions.
Qyre’s model aligns with:
- SDG 8 – Decent Work and Economic Growth
- SDG 9 – Industry, Innovation and Infrastructure
- (Indirectly) SDG 12 – Responsible Consumption and Production
Risk management
Key Risks
- Market adoption in a traditionally manual, people-intensive industry
- Technology scalability and platform complexity
- Regulatory and payroll compliance across jurisdictions
- Execution risk during rapid scaling
Mitigation
- Phased Nordic-first scaling before broader European expansion
- Enterprise partnerships and bottom-up production adoption
- Structured compliance framework and regulated financial integrations
- Experienced leadership with deep industry and technology expertise