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All Gravy

Category: AI in Fintech

An AI-powered workforce management and financial wellness platform designed specifically for frontline employees in the hospitality and retail sectors. All Gravy was founded in 2020. The company is led by Jonatan Marc Rasmussen. Based in Copenhagen, Denmark. Team size: 11-50. Total funding raised: $6.4M. Latest round: Seed Extension (Mar 2025). Key investors include ["Scale Capital","Moonfire Ventures","Founders","Upfin","Nordic Web Ventures"].

Founded
2020
Headquarters
Copenhagen, Denmark
Team size
11-50
Total funding
$6.4M

Value proposition

Increases employee retention (by an average of 15%) and engagement by providing a 'Gen Z-first' mobile experience that combines operational tools with financial flexibility and instant communication.

Products and solutions

["AI Colleague (AI-powered assistant for instant employee support and task automation)","Earned Wage Access (On-demand pay and financial wellness tools)","Frontline Communication Hub (Internal newsfeeds and secure chat)","Digital Onboarding & Training Modules","Shift & Schedule Integration Layer","Manager Insights Dashboard (AI-driven productivity and turnover analytics)"]

Unique value

Unlike traditional HR software designed for back-office use, All Gravy is built as a 'Gen Z-first' mobile app that frontline workers actually use, averaging 70 logins per user per month.

Target customer

Hospitality, retail, and healthcare businesses with large frontline or hourly-paid workforces (e.g., restaurants, hotels, retail chains).

Industries served

["Hospitality","Retail","Healthcare","Logistics & Warehousing"]

Technology advantage

Uses a proprietary AI-driven operating system that aggregates data across business operations to predict turnover and augment manager decision-making, while serving as a seamless 'layer on top' of existing legacy payroll and POS systems.

How they differentiate

Positions as a 'Gen Z-first' mobile engagement layer that sits on top of legacy HRIS/Payroll systems rather than replacing them, combining AI-driven workforce management with financial wellness (Earned Wage Access).

Main competitors

["Wagestream","Planday","Deputy","Quinyx"]

Key partnerships

["Major UK Hospitality Brands (Dishoom, Honest Burgers, Pizza Pilgrims, Ottolenghi)","Founders (Copenhagen-based startup studio)","Venture Partners (Scale Capital, Moonfire Ventures, Upfin, Nordic Web Ventures)","Integration Partners (Major HRIS, Payroll, and Workforce Management platforms)"]

Notable customers

["Dishoom","Honest Burgers","Pizza Pilgrims","Ottolenghi","GAIL’s Bakery"]

Major milestones

["Incubated at Copenhagen-based startup studio 'Founders' in 2020.","Rebranded from 'Butter' to 'All Gravy' to align with international expansion.","Successfully expanded into the UK market in 2024, onboarding major hospitality groups.","Raised $2.9M Seed extension in March 2025 to accelerate UK workforce tech development."]

Growth metrics

Reported 3x year-over-year growth; platform averages 70 logins per user per month and improves employee retention by an average of 15%.

Market positioning

Frontline employee experience and financial wellness platform for hospitality and retail.

Geographic focus

United Kingdom, Denmark, and Norway.

Patents and IP

No registered patents disclosed as of latest update.

About Jonatan Marc Rasmussen

Jonatan is an experienced startup operator and strategic consultant. Prior to founding All Gravy, he served as an Operator at the startup studio 'Founders', where the company was incubated. He previously held the role of Head of Sales at UserTribe and worked as a Consultant at Oliver Wyman, specializing in financial services and strategy.

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