CEO, SimplyBook.me

Rut is CEO of SimplyBook.me, one of the world's leading online booking platforms, serving tens of thousands of businesses across a broad range of industries and markets worldwide. She leads the company's strategy, growth, and product development, helping businesses of all sizes manage bookings, payments, customer relationships, and day-to-day operations more efficiently.

She joined SimplyBook.me as CFO in 2015 and became CEO in 2019. Under her leadership, the company has grown from a team of five to approximately 60 people and increased annual recurring revenue from €0.5 million to €8 million. Following SimplyBook.me's acquisition by team.blue in 2023, Rut has led the company's integration into the team.blue ecosystem, with a particular focus on cross-selling, collaboration across brands, and identifying new opportunities for international and product-led growth.

In 2026, Rut joined the team.blue Senior Leadership team, bringing her operational experience and entrepreneurial perspective, and representing the voice of team.blue's founders.

Before joining SimplyBook.me, Rut worked in banking, including Credit Manager at the Municipality Credit Fund and in the leveraged finance team at Íslandsbanki as an associate. She began her career in accounting at KPMG Iceland. Rut holds a Cand. Oecon. degree in accounting from the University of Iceland and a Master's degree in finance from SKEMA Business School in France.