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INNOVX
Richard Sörensson

Richard Sörensson

Co-founder and Head of Innovation, Adway · Chair, INNOVX

Co-founder of Adway, Richard's main company today. Earlier co-founded No Ink (now Ekopost) and founded Reducero.

A developer from an early age and an entrepreneur since the early 2000s, when Richard built and sold a Swedish poker site. In 2011 he co-founded No Ink, a cloud service for sending letters and invoices straight from the computer, and was its CEO. The company placed sixth on Internetworld's Entrepreneurs of the Year list in 2012. The service is now called Ekopost and continues under new ownership at No Ink AB with SEK 66.9M in net sales in 2025.

Richard founded Reducero, a credit intermediary licensed by the Swedish Financial Supervisory Authority (Finansinspektionen) since 2015. Since launch it has had more than 150,000 customers and more than 1,000 employees, and today it brokers about SEK 1.5 billion in loans a year, with SEK 50M in net sales in 2025. In 2017 Richard and Viktor co-founded Adway, where Richard is Head of Innovation and a board member. Together they also co-founded the AI company Re:Nable in 2018, and in 2021 started the AI consultancy Artificial Collective through INNOVX. Previously CTO and partner at Shopy and a system architect at Voolife (Aspiro).

Richard has built production systems since the early 2010s and AI products since 2018. The Reducero platform (launched 2015) integrates 24 banks and lenders under a Swedish FSA licence. Adway Connect, Adway's SaaS platform for social-media recruitment marketing, has been running in production at Circle K and others since 2020. Adway has no CEO, and as Head of Innovation Richard today leads all technical work at the company, including the AI work in the product. Through Artificial Collective (2021), the team experimented with training proprietary language models for domain-specific client cases in fintech, retail, medtech and manufacturing — an early attempt at vertical language models, the year before ChatGPT launched.

Profiles:LinkedIn Allabolag

Milestones

  1. 2007–2008System architect, Voolife (Aspiro)
  2. 2010–2014CTO and partner, Shopy
  3. 2011Co-founded No Ink, now Ekopost
  4. 2012No Ink ranked sixth, Internetworld's Entrepreneurs of the Year
  5. 2015Founded Reducero
  6. 2017Co-founded Adway
  7. 2018Founded INNOVX
  8. 2018Co-founded the AI company Re:Nable
  9. 2021Adway: €3.2M from Spintop and Brightly
  10. 2021Started the AI consultancy Artificial Collective through INNOVX
  11. 2022Adway: €10M Series A led by Octopus Ventures

Companies and roles

  1. 2011Sold

    No Inknow Ekopost

    Cloud-based mail handling, launched in 2011: letters and invoices sent straight from the computer.

    • RSCo-founder and CEO
    • Sixth on Internetworld's Entrepreneurs of the Year list, 2012
    • Under new ownership (subsidiary of Moventures AB): No Ink AB (Ekopost) had SEK 66.9M in net sales in 2025 with a 13.6% profit margin

  2. 2015Active

    Reducero

    Compares personal loans from 24 banks and lenders with a single credit check. Offices in Gothenburg and Örebro. Founded in 2015; the limited company was registered in 2014.

    • RSFounder and board member
    • VNCo-owner and deputy board member
    • About SEK 1.5 billion in brokered loans a year
    • About 5,000 loan applications every month
    • More than 150,000 customers since launch in 2015, and more than 1,000 people employed over the years
    • SEK 50.0M in net sales and SEK 0.6M in net profit in 2025
    • Net sales 2021–2025: SEK 39.0 → 56.1 → 56.4 → 38.7 → 50.0M. Net result: SEK 1.3 → 2.8 → −3.1 → 1.5 → 0.6M
    • Positive EBITDA in 4 of the last 5 years (2021–2025) and a profit after financial items in 2025
    • About 100 people in Gothenburg and Örebro according to the company (2026). The average number of employees in Reducero AB was 132 in 2022, the peak year, and 41 in 2025 according to the annual accounts
    • Licensed by the Swedish Financial Supervisory Authority (Finansinspektionen) for consumer credit intermediation since 2015. Under the new rules, loan brokers must be a bank or a credit market company. Reducero applied in July 2026, and the existing licence stays valid while the application is reviewed
    • The founders' assessment: the licence is highly likely to be granted, supported by the application, consulting firms and a proposed new board. If it is not granted, the company would need to pivot quickly
    • Richard and Viktor together hold a majority; Reducero is a subsidiary of INNOVX
    • Run by an external CEO, Magnus Flyckt; Richard is a board member and Viktor a deputy board member

  3. 2017Active

    Adway

    Our main company today

    AI-driven recruitment marketing that turns open roles into social media campaigns. Offices in Gothenburg, Stockholm and London. The limited company was registered on 27 September 2017.

    • RSCo-founder, Head of Innovation and board member
    • VNCo-founder, Head of Growth and board member
    • 564 customers in total since launch, current and former (September 2026)
    • 300+ clients running campaigns in 54 countries
    • SEK 63.0M in net sales in 2025 (SEK 70.1M including other operating income) in the parent company Adway AB with 17 employees; the group also has offices in Stockholm and London
    • Net sales 2021–2025: SEK 33.8 → 63.0 → 52.4 → 61.0 → 63.0M, broadly flat since 2022. Net result: SEK −10.5 → −26.4 → −51.3 → −13.5 → −13.4M
    • Parent-company employees 45 → 17 (2022–2025) as costs were cut. EBITDA improved from SEK −44.2M (2023) to SEK −1.4M (2025); the 2025 operating result was SEK −12.1M and the net result SEK −13.4M
    • The company has no CEO and is run by the founders: Viktor is responsible for all go-to-market and Richard for all technology
    • After the restructuring: positive EBITDA every month since February 2026 (about SEK 6M in total for January–September 2026), and above the Rule of 40 for three months in a row, July–September 2026 (growth in invoiced revenue versus the same month a year earlier, plus EBITDA margin). Full-year 2026 forecast: about €1M in EBITDA
    • Signed contract 2020-11-30 with Circle K Sverige AB for Adway Connect, with Viktor as authorised signatory
    • Grew without venture capital and was profitable in 2020; its first major share issue came in 2021
    • €3.2M in 2021 from Spintop Ventures and Brightly Ventures
    • €10M, close to SEK 110M, in a Series A in 2022, led by Octopus Ventures
    • SEK 31.6M share issue in 2024
    • About SEK 173M in venture capital in total 2021–2024, with euro converted at the ECB rate on each round's date
    • Best Innovation in Online Recruitment, NORAs (UK) 2022
    • Core Leader in the Fosway 9-Grid for Talent Acquisition in several years, including 2022 and 2023

  4. 2018Bankrupt 2025; the technology lives on in Renable Marketing AB

    Re:Nable

    An AI platform for e-commerce marketing, founded in Gothenburg in 2018. Enriched product feeds, retargeting and AI-generated creatives for brands and online retailers. Renable AB went bankrupt in February 2025; its technology and customers moved on to Renable Marketing AB, which runs the platform today at renable.com.

    • RSVNCo-founders
    • Case studies with LG Electronics and Logitech Nordics (2021)
    • Raised €1.5M in seed funding in 2022
    • Renable AB was declared bankrupt on 2025-02-10
    • The technology and customers moved on to a new company, Renable Marketing AB. According to the founders, the technology is still among the most advanced in its niche
    • Today, under Renable Marketing AB: the platform is used by 22 brands, including NetOnNet, Webhallen, Komplett, LG and Sennheiser, and publishes product ads to 12 channels, including ChatGPT and Perplexity

  5. 2018Active

    INNOVX

    The founders' joint holding and investment company in Gothenburg. Auditor: KPMG, which took over from BDO.

    • RSVNFounders
    • Hosts investor and founder gatherings at the office at Masthamnsgatan 21, including unofficial side events to the GoWest investor forum

  6. 2021Wound down 2025

    Artificial Collective

    AI strategists, data scientists and machine-learning engineers acting as an external AI department for clients. Started in 2021, a year before ChatGPT launched, with André Ollesson as co-founder and COO.

    • RSVNStarted it through INNOVX (parent company)
    • Assignments in fintech, retail, medtech and manufacturing
    • The team experimented with training proprietary language models for domain-specific client cases — an early attempt at vertical language models, the year before ChatGPT launched

  7. 2021Bankrupt 2024

    Beelectric

    A staffing company in Gothenburg focused on hiring out skilled workers to businesses.

    • RSVNCo-founders
    • Registered in 2021. In 2022 the company had an average of 33 employees, SEK 16.9M in revenue and a net result of SEK −1.0M
    • Bankruptcy opened in April 2024 and concluded in February 2026

Board roles

A selection of registered board roles, with links to Swedish Companies Registration Office (Bolagsverket) records via Allabolag. Every role, including personal investment companies, dormant companies and companies being wound up, is in the full lists below.

CompanyRichard SörenssonSource
Aktiebolaget innovx Holding559185-0002Chair
innovx Management AB559195-5553Member
Innovx Financial Services AB559546-1152Chair
Adway AB559126-9286Member
Reducero AB556957-7728Member

All registered roles:Richard Sörensson

Press, awards and talks

Dated and linked, newest first. Headlines appear as originally published, many of them in Swedish; for awards, the award name is shown.

  1. 31 Jul 2026

    Reducero · Press release

    Reducero ansöker om tillstånd som kreditmarknadsbolag och inleder nästa tillväxtfas

    Founded by Richard in 2015; Richard and Viktor together hold a majority.

  2. 17 Feb 2024

    Breakit · Article

    Adway tar in 31,6 miljoner kronor i nyemission – får in ny ägare

    A share issue in Adway that brings in a new shareholder.

  3. 5 Jan 2023

    Stena Fastigheter · Press release

    Adway expanderar och flyttar till Stuveriet på Masthuggskajen

    Richard on Adway's new Gothenburg office.

  4. 23 Nov 2022

    National Online Recruitment Awards · Award

    Winners 2022: Best Innovation in Online Recruitment

    Adway wins a UK industry award for innovation.

  5. 16 Nov 2022

    Breakit · Article

    Adway plockar in 100 miljoner – nu ökar de takten ännu mer

    €10M Series A from Spintop, Brightly and new owner Octopus Ventures.

  6. 16 Jun 2021

    Breakit · Article

    Snabbväxande HR-uppstickaren Adway gasar – får in 32 miljoner

    Adway's first major share issue; until then it had grown without venture capital and was profitable in 2020.

  7. 4 Sep 2012

    Internetworld · Award

    Årets entreprenörer plats 6: No Ink

    No Ink and its four founders ranked sixth; Tictail topped the list that year.

  8. 7 Sep 2011

    Mynewsdesk · Press release

    Epistle AB lanserar marknadens första posthanteringstjänst i molnet – No Ink®

    The launch, with Richard as CEO and co-founder.

Contact

hello@innovx.se

Get in touch about co-investments, fund matters or a company we should know about.

Masthamnsgatan 21
413 29 Göteborg

Sources

Every source on the page, numbered in order of first appearance. Facts without a public source are marked as information from the founders.

  1. 3Mynewsdesk: Epistle AB lanserar marknadens första posthanteringstjänst i molnet – No Ink® (press release, Swedish)7 Sep 2011
  2. 6INNOVX: Stated by the founders themselves, without a public source. Questions to hello@innovx.se.
  3. 7Spintop Ventures: Spintop Ventures invests in Gothenburg based HR tech company Adway raising €3.2M16 Jun 2021
  4. 8DLA Piper: DLA Piper has advised Adway on its EUR 10 million capital raising led by British Octopus Ventures16 Nov 2022
  5. 9Breakit: Adway raises SEK 31.6 million in a new share issue – gains a new owner17 Feb 2024
  6. 14Europeiska centralbanken (ECB): EUR/SEK reference rate on each round's date: 10.1283 (2021-06-16), 10.7658 (2022-07-04), 10.8754 (2022-11-16), 10.641 (2026-02-05)5 Feb 2026
  7. 15Allabolag (Bolagsverket): Adway AB — 2025 annual report: SEK 63.0M net sales, 17 employees in the parent companyDec 2025
  8. 16Allabolag (Bolagsverket): Reducero AB — 2025 annual report: SEK 50.0M net sales, 41 employees, profitableDec 2025
  9. 17Reducero: Reducero applies for a credit market company licence and enters its next growth phase31 Jul 2026
  10. 18Allabolag (Bolagsverket, data från UC): Adway AB — key figures 2021–2025: employees 25 → 45 → 44 → 28 → 17; EBITDA improved from SEK −44.2M (2023) to SEK −1.4M (2025)Dec 2025
  11. 20Allabolag (Bolagsverket, data från UC): Reducero AB — key figures 2021–2025: employees 62 → 132 → 74 → 45 → 41; profitable EBITDA in 4 of 5 yearsDec 2025
  12. 21Allabolag (Bolagsverket, data från UC): Beelectric AB — annual accounts 2021–2022: employees 7 → 33, revenue SEK 16.9M in 2022Dec 2022
  13. 26Reducero: About Reducero — founders, owners, 24 lenders and about 5,000 applications per monthOct 2026
  14. 27Finansinspektionen: Company register: Reducero AB, consumer credit intermediation since 2015-05-1515 May 2015
  15. 28Internetworld via web.archive.org: Entrepreneurs of the year, no. 6: No Ink4 Sep 2012
  16. 29Ekopost: Ekopost® is developed, marketed and sold by No Ink AB
  17. 30Allabolag (Bolagsverket): No Ink AB (Ekopost) — 2025 annual report: SEK 66.9M net sales, 13.6% profit marginDec 2025
  18. 31Adway: Our story — founders, board and key figuresOct 2026
  19. 32renable.com via web.archive.org: About — Founders of re:nable21 Oct 2019
  20. 33re:nable (Mynewsdesk): re:nable secures €1.5M in Seed funding4 Jul 2022
  21. 34Allabolag (Bolagsverket): Artificial Collective Sweden AB — registered 2021, parent company Aktiebolaget innovx Holding
  22. 35The Org: Richard Sörensson — career
  23. 36INNOVX (avtalskälla i grundarnas arkiv): Stated by the founders themselves, without a public source. Questions to hello@innovx.se.30 Nov 2020
  24. 37artif.se via web.archive.org: Artificial Collective — your external AI department25 Dec 2023
  25. 38Allabolag (Bolagsverket): Aktiebolaget innovx Holding — officers
  26. 44Allabolag (Bolagsverket): Adway AB — 5-year series 2021–2025: net sales grew from SEK 33.8M to SEK 63.0MDec 2025
  27. 53Allabolag (Bolagsverket): Adway AB, registered 27 September 2017
  28. 54Renable Marketing AB: renable.com — client logos (NetOnNet, Webhallen, Komplett, LG, Sennheiser and others) and 12 AI channels incl. ChatGPT and PerplexityOct 2026
  29. 63Reducero: Compare loans with a single credit check
  30. 64Allabolag (Bolagsverket): Reducero AB, registered 9 January 2014
  31. 65Allabolag (Bolagsverket): Reducero AB — annual accounts 2021–2025: net sales and result by yearDec 2025
  32. 66Allabolag (Bolagsverket): Reducero AB — group: the parent company is Aktiebolaget innovx Holding
  33. 67Allabolag (Bolagsverket): Reducero AB — officers
  34. 70Allabolag (Bolagsverket): Adway AB — officers
  35. 71Breakit: Fast-growing HR challenger Adway accelerates – raises SEK 32 million16 Jun 2021
  36. 72Spintop Ventures: Adway secures EUR 10 million16 Nov 2022
  37. 73National Online Recruitment Awards: Winners 2022: Best Innovation in Online Recruitment — Adway23 Nov 2022
  38. 74Adway: The 2022 Fosway 9-Grid features Adway as a Core Leader specialist in social recruiting2022
  39. 75Adway: Adway named Core Leader in Fosway 9-Grid 20232023
  40. 76Allabolag (Bolagsverket): Renable AB — bankruptcy opened 2025-02-10
  41. 77renable.com via web.archive.org: Case studies: LG Electronics and Logitech27 Nov 2021
  42. 78artif.se via web.archive.org: Artificial Collective — Create future history with AI1 Oct 2022
  43. 79Allabolag (Bolagsverket, data från UC): Beelectric AB — bankruptcy opened April 2024, concluded 2026-02-20Feb 2026
  44. 94Allabolag (Bolagsverket): innovx Management AB — officers
  45. 95Allabolag (Bolagsverket): Innovx Financial Services AB — officers
  46. 101Stena Fastigheter: Adway expands and moves to Stuveriet at Masthuggskajen5 Jan 2023
  47. 102Breakit: Adway brings in SEK 100 million – and speeds up further16 Nov 2022