Do you want to have a positive impact on society?

We support teams that base sustainability in their core business and want to lead important societal changes.

What is Snjallræði?

Smartness is a 16-week growth space (e. incubator) that supports powerful teams that are passionate about solutions to contemporary challenges and support the United Nations' global goals. There may be solutions related to healthcare, welfare technology, improved education systems and equality issues, for example.

Cleverness was founded by Head of peace in 2018 and has been run three times since the beginning. The growth space was taken care of HAPPY until 2022, in collaboration with MITdesignX. Its focus is workshops where experts from MIT come to the country and share their knowledge. Participants get access to education and training from national and foreign experts in the field of social issues and innovation and meetings with experienced mentors.

The goal of the growth space is to promote innovation that tackles contemporary challenges and is thus an important platform for social start-ups. The focus is on promoting sustainability in innovation and building startups that directly support one or more of the United Nations' global goals from the very first steps.

What is social innovation?

Social innovation consists in using the methodology of innovation and design thinking in order to tackle social challenges and build systems and solutions that include benefits for people and the environment and therefore for society as a whole.


10 teams participated in Sjjallräði in 2022


Cultivating future buildings: Icelandic hemp concrete and its potential applications.


Fort counteracts the acceleration of the loss of muscle mass and muscle strength (acute-sarcopenia) in patients who are bedridden in hospital for a long time with a special leg press to maintain muscle strength.

Circulating heat

Hringvarmi grows vegetables in an ecological way, close to consumers, with a unique circular economy solution.

Creators of ideas

The project Hugmyndasmiðir educates kids about innovation and highlights examples of entrepreneurs of all genders, ages, fields and parts of Iceland. The aim of the project is to promote the entrepreneurial skills of children and encourage them to create solutions for the future.

The leaf

Laufið is a new digital platform with practical tools and an incentive system that guides companies and consumers on the path to a greener and more sustainable society.


A high-tech greenhouse with a focus on the circular economy.

On To Something

On to Something (OTS) is a global e-commerce platform where leftovers are bought and sold.


Orb develops technology to measure the carbon sequestration of forests in an inexpensive and accessible way to promote responsible carbon offsets and the production of certified carbon units.

Sara, a girl with ADHD

The goal of Sara, the ADHD girl, is to draw the attention of children and those closest to them to the different manifestations of ADHD in girls and boys. We want to do our part so that the "lost girls" get the attention, help and understanding they need.


The program of Smartness in 2022 took place every other week. There are four MIT designX workshops, or once a month. Between the workshops, the University of Reykjavík, the University of Iceland and the University of Iceland will have workshops. In addition, the participants meet the mentors four times during the season and take part in various events. 


August 25-26: Understand

What problem is being solved and who will benefit from the solution? 

Emphasis placed on:

  • Needs analysis
  • Market survey (e. Market segmentation)
  • Stakeholder analysis (e. Stakeholder map)
  • Deconstruction


September 22 – 23: Solve

What is the solution and what are the benefits of it for business partners? 

Emphasis placed on:

  • Mission design
  • The value of the solution (e. Value proposition)
  • User journey
  • Rapid prototyping


October 21-22: Envision

What do we want to achieve and what values are the basis for decision-making?

Emphasis placed on:

  • Designing a vision (e. Vision design) 
  • Founder's values and founding agreements (e. Founder's values / negotiations)
  • Sustainable business model 
  • People and partners


November 16 – 17: Execution

How best to implement, scale and finance the solution?

Emphasis placed on:

  • Action plan
  • Budget
  • Funding 
  • The story and the pitch

Steering committee

Sleep Grönfeldt


Auðr Örlygsdóttir

Had a place of peace

Pia Hanson


Hulda Hallgrímsdóttir

City of Reykjavík

Magnus Thor Torfason

University of Iceland

Thomas Pausz

Iceland Academy of Arts

Hallur Þór Sigurðsson

University of Reykjavik

Sveinn Kjarval


Gunnar Sveinn Magnusson


Dóra Björk Thrándardottir


Lóa Bára Magnúsdóttir



Óli Örn Eiríksson

City of Reykjavík

cleverness steering group

Tryggvi Haraldsson

Ministry of Social Affairs and Labor Market