Brightly Ventures
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These are the MOOR veterans who actually know how to build companies, not just write checks. John Elvesjö isn't some MBA who read about startups - he built Tobii from university research to a billion-dollar public company over 17 years. The team's MOOR track record (Acast, Volumental, FirstVet) shows they can spot winners early and stick with them. They're genuinely hands-on operators who will roll up their sleeves on product and business development. The downside? They're picky as hell and move deliberately - this isn't a spray-and-pray fund. Also note they haven't been super active lately, which could mean fund lifecycle issues or just being selective.
- —Best for: Nordic B2B SaaS founders who want operator-investors with real company-building experience
- —Watch out for: Slow decision-making and reduced activity levels in recent years
- —Known for: Ex-Tobii founder leadership and proven MOOR alumni track record in Nordic tech
Brightly Ventures identifies and supports the 'Next Generation of Nordic Game Changers,' backing bold founders on a mission to transform industries and change the world for the better. They support entrepreneurs through every phase of their journey, acknowledging that growth encompasses both 'bright and tough times.'
Early-stage Nordic focus, primarily targeting Sweden, Norway, Denmark, Finland, and Iceland. Typically invests SEK 2-50 million in companies valued between SEK 20-150 million. Focus on HealthTech, FinTech, Marketplaces, DeepTech, and MediaTech. Portfolio spans seed through Series B, concentrated in Enterprise Applications and High Tech sectors.
Founded Tobii AB in 2001 based on his research at KTH, built it into a publicly-listed eye-tracking company with 1000 employees before stepping down as deputy CEO. Spent 17 years building global R&D organization, leading investor relations, business development and M&A. Serial entrepreneur with highly successful exit under his belt, known for sensor technologies, math and algorithms.
Started selling networks globally at Nokia and Ericsson, then co-founded Pipebeach (creator of SpeechWeb and VoiceXML) which was acquired by Hewlett-Packard. Co-founded MOOR in 2012, first VC investor in Nordic successes like Acast, Mitigram, Volumental, Buildsafe, Kiosked and FirstVet. Passionate about technology and ways to change the world for the better.
Engineer by trade who built and operated large software teams globally during 20+ year career at telecoms leader Ericsson. Became partner at MOOR in 2014, working with teams at Volumental, Buildsafe, Spotscale and Attach. Also headed up engineering at Furhat Robotics, thrives on product design & development process.
Background from IoT startup in Silicon Valley, held management positions in financial software startup that grew into international powerhouse, founded and ran PR firm in London. Co-founded MOOR in 2012. Passionate about entrepreneurs with the zeal to pull it off and the heart in everything they do.
Background from venture capital, mid-market private equity and corporate M&A, previously at Tobii and Procuritas working with deal sourcing, financial modeling, portfolio development and exits. Studied industrial engineering and management, specializing in electrical engineering and corporate strategy, plus financial economics at Linköping University.
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