What is Sundra?

Sundra is a software solution designed for captioning and translating video content. We help companies and content creators produce more accessible content that reaches a broader audience.

We believe that accessibility is essential in modern communication—whether for individuals with hearing or language barriers or simply for those who prefer to watch content with captions.

By leveraging artificial intelligence and advanced technological solutions, we can translate and caption hours of video content into over 70 languages in under five minutes.

The Story of Sundra

Sundra was founded by three experienced Icelandic entrepreneurs, all passionate about leveraging technology to create solutions that add value for people and businesses.

Initially, we were exploring ways to use artificial intelligence for editing and processing video content. However, when we put our solutions in the hands of real customers, one small feature in the system caught the most attention— Icelandic captioning.

Upon further investigation, we discovered that our users were manually transcribing every single word spoken and then adding timecodes afterward. This was an extremely time-consuming and tedious process, and we quickly realized that there was a significant opportunity to create value for this market.

The Team

We have a wonderful team with a deep passion for their work!

Haukur Guðjónsson
CEO

Serial entrepreneur with over 20 years of experience in founding and scaling businesses.

Þórunn Jónsdóttir
Chairman of the Board

One of Iceland’s leading experts in innovation and entrepreneurship.

Magnús Þór Jónsson
CTO

An experienced CTO who has led technology development in five startup companies.

Ragnheiður H. Magnúsdóttir
Board Member

An influential and leading figure in the tech industry in the Nordics.

Offices in 3 Countries

From day one, we have operated entirely remotely, and today our team is spread across three countries. Remote work has required us to be more organized and has fostered greater individual responsibility among our team members. This has resulted in a more efficient company that can respond quickly to the needs of our customers.