The winner of the 2025 Gulleggið startup competition is Sagareg, which aims to simplify the creation of drug marketing authorisation applications using artificial intelligence and specialised software.
The Gulleggið finals took place on Friday, 14 February, at Gróska. The atmosphere was electrifying and the contestants captivated both the audience and the judges.
Landsbankinn has been one of the competition’s main sponsors for many years, and Sara Pálsdóttir, Managing Director of Communication & Culture at the Bank, presented the prize money.
1st place: Sagareg
Sagareg automates text writing, chart creation and quality control, ensuring faster and more reliable applications to health authorities. The team is comprised of Guðjón Ásmundsson and Ómar Ingi Halldórsson.
The award for 1st place was ISK 2,000,000, courtesy of Landsbankinn.
Above: Jenna Björk, Sara Pálsdóttir, Ómar Ingi Halldórsson, Guðjón Ásmundsson, Logi Einarsson, Ásta Sóllilja Guðmundsdóttir, Sigríður Mogensen.
2nd place: What now?
In 2nd place was Hvað nú?, a service that provides the bereaved with comprehensive support, simplifying the process following the passing of a loved one. The service helps grieving individuals navigate this difficult time and supports their reintegration into society. The team consists of Erna Niluka Njálsdóttir and Guðrún Heimisdóttir.
The award for 2nd place was ISK 1,000,000, courtesy of Landsbankinn. They also received a special award from KPMG: 20 hours of consulting, presented by Anna Guðrún Gunnlaugsdóttir.
3rd place: Samvís
Samvís is developing a new generation of search engines for researchers and students using artificial intelligence. The solution enhances access to research and builds a bridge between science and society. The team consists of Birgir Bragi Gunnþórsson, Einir S. Arinbjarnarson, Haukur Ingi S. Jónsson and Jóhann T. Portal.
The 3rd place prize was ISK 500,000, courtesy of Landsbankinn. Samvís was also selected as the university team representing Iceland at the international startup competition in Athens, hosted by JA Iceland. This was announced by Petra Bragadóttir, CEO of JA Iceland.
Special awards: Planda and pilot bloks
Planda received an award for a solution that helps friend groups find a common time to meet. Coca-Cola Iceland provided the team with marketing consultancy from Atli Sigurður Kristjánsson, the company's Marketing Director. The award was presented by Anna Regína Björnsdóttir, CEO of Coca-Cola Iceland.
Gróska offered a three-month workspace in Gróðurhúsið, awarded by Sigurður Ólafsson. That award went to pilot bloks, which has developed a street lighting control system that is simple, cost-effective and based on open-source software.
Honorary award 2025 - Meniga
Finally, Meniga received the Gulleggið 2025 Honorary Award for its outstanding contribution to Icelandic entrepreneurship. Meniga participated in Gulleggið in 2009 and was among the top 10 finalists, though it did not win a prize at the time. Since then, Meniga has achieved significant success, establishing itself as a leading company in its field. The award was presented by Sigríður Mogensen, Chair of KLAK, and was accepted by Ásgeir Örn Ásgeirsson, Viggó Ásgeirsson and Georg Lúðvíksson, the founders of Meniga, who addressed the audience.
