Biggest deal in DHDL history collapsed – that’s what the founder of Fyta says

One million euros were on the table, and three lions wanted to invest – but the deal ultimately fell through. What Fyta is planning now without TV investors.

It could have been the biggest deal in the history of " The Lion's Den." Three investors competed for a stake. In the end, Janna Ensthaler and Carsten Maschmeyer won: each invested €500,000 for a five percent stake in Fyta – a deal totaling €1 million.

But after the show, no agreement was reached. The deal fell through.

Claudia Nassif, founder and CEO, takes this surprisingly calmly. "Of course, it would have been nice if it had worked out – but I'm not disappointed," she says today. Fyta has long been on solid ground. With a new product launch, technological leadership, and growing investor demand, the startup is now forging its own path, says the founder – even without the lions.

Claudia Nassif had the idea of ​​using technology to make plants talk back in 2018. At the time, she was still working as a financial diplomat for the UN special agency World Bank and frequently traveled to crisis areas. "My freedom of movement was severely restricted for security reasons. So I read a lot and actually discovered plants through books," she says.

Nassif realized how vague most plant care recommendations are and developed the idea of ​​creating an intelligent system that uses sensors and an app to measure the "well-being" of plants. The sensors, which users insert into the soil next to their potted plants, measure soil moisture, nutrients, and temperature, among other things—like a fitness tracker for plants.

The sensors send their data to an artificial intelligence system that learns with each use. This creates a constantly growing database about plants that can be of great value in the long term. "We want to give plants a voice, also in a political sense," explains Nassif.

Before the show, the startup had already raised over €2.5 million from investors – including Carsten Kraus (a long-time investor who himself appeared on DHDL in 2024), the accelerator APX (Axel Springer & Porsche), and public funding. When the timing was right, Fyta took the plunge and stepped into the spotlight.

The show's judges also quickly recognized the potential. The sensors can be used beyond the B2C sector—for example, for hobby gardeners or urban balconies. "We're not just about gardening," says Nassif. "We want to better understand plants and make the data usable for various areas so they can be better protected."

Companies, climate researchers, municipalities, farmers, and insurers could also potentially have an interest in the precisely collected environmental data – a huge market. And: So far, there is no international competitor with comparable technology. Nassif estimates the technological lead at three to five years.

Investor Frank Thelen is immediately enthusiastic: "You've hit the jackpot," he says. "This could become a billion-dollar company." Together with Janna Ensthaler and Carsten Maschmeyer, he bids for the favor of founder and CTO Alexander Schmitt. A heated debate ensues.

In the end, Nassif and Schmitt opted for a combined offer from Maschmeyer and Ensthaler. "We would have preferred all three," Nassif recalls. "But the combined deal with Janna and Carsten was the most strategically compelling – two experienced investors, twice the network."

One million euros for ten percent – ​​it would have been the biggest deal in the show's history, in 18 seasons. But after the recording, no contract was signed.

After the euphoria in the studio, long negotiations followed. "The discussions went very in-depth. We examine strategies, assumptions, financing plans. It's rarely about a single point—it's more about the bigger picture," says Nassif. In the end, both sides decided against the collaboration.

When asked whether the participation was a calculated effort to gain visibility, Nassif vehemently denies it. He claims there was genuine interest on both sides, and honest discussions took place.

There was no attempt at renegotiation. "We were very open with each other. But after the final decision, it was clear: We're not finding common ground at this point."

The Lions, in their usual diplomatic manner, commented on the failed deal: "After fruitful and intensive discussions with the founders, both sides have agreed to refrain from an investment at this time for strategic reasons."

Despite the deal being canceled, Fyta is anything but stagnating. Five new products have just been launched, including a new generation of sensors with shorter data intervals, higher precision, and better app integration. "This year, we're working on applications for business customers and new sensors for additional plant types," says Nassif.

The app is also being revised, with new features designed to make team care easier – just like at Fyta itself: There are around 250 plants in the office. "We organize care together as a team. Everyone gets push notifications on their phones. But we've set it to only remind you twice a week, otherwise it would simply be too much. Plants are loud – there's always something going on," says the founder.