About Cooach

-  Business support to help you grow

Digital, tailored applications and business consulting. We gather your business’ business support on one platform and digitize business-critical processes, automate flows, eliminate repetitive tasks and free up time for value-creating activities.

Our story

Cooach was founded in 2016, when the first digital accounting apps gave the smaller company access to good and cheap digital services. But for growth companies with more complex needs, a digital offering was lacking. At the same time, Slack had established itself as a tool that digitized both projects and daily communication. It did this by replacing the systems for e-mail, meeting services and document management systems as a platform and linking together different project tools.

With Slack as a digital office for delivering business support services, we have created a business support system that provides the functionality from a number of the best SaaS solutions on the market. In doing so, we have created the best business support for the smaller growth company and through a high degree of automation, we can offer it at a reasonable cost.

Our vision

Our vision is for Cooach to become the obvious partner of choice for the smaller growth company by offering the same business support that the large company has access to through all its staff functions.

We provide business support that creates the right conditions for our customers’ growth. Our business model – a combination of automated self-service and back-office with expert human support – enables us to offer our services more efficiently and at a lower cost.

Cooach will become the obvious partner of choice for the smaller growth company by offering the same business support that the large company has access to through all its staff functions.

Our growth strategy

Part of the growth strategy is to grow outside the Swedish market. We already started in 2018 in Spain by building a back-office there with cost-effective labor. In this way, we were able to utilize the availability of skilled Swedish senior experts who have chosen to end their careers a little earlier to settle in Spain, but are open to continue working a smaller number of hours per month.

With the pandemic, the need for digitization caught up with the Spanish market, too. Spain is a large market with low competition and in great need for digitization. Cooach is now establishing the service offering in Spain and has already gained the first Spanish customer. But Cooach wants to establish itself in even more markets and is therefore also looking at an establishment in Poland in 2022, as the company has Polish expertise.

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customers
2018

Our future

The focus for 2022 is growth. Ever since Cooach was founded, our business has evolved together with our customers. Now we will actively go out and start selling our services. We have a milestone for 2022 to reach 100 customers in Sweden and Spain. It is important to prove both to ourselves and to our investors that we can create good growth and profitability.

Management

CF Morander

CEO

Cooach’s founder. With a background as a serial entrepreneur, Carl-Fredrik has extensive experience in establishing and building companies in finance and business support, from a variety of markets. Carl-Fredrik also acts as an advisor to owners and management teams of growth companies.

"I am convinced that the legal industry will undergo a dramatic change and automation in the coming years and I believe that Cooach is well positioned to help clients benefit from technology development. The way Cooach works gives small and medium-sized companies the opportunity to receive the same internal support otherwise only accessible to much larger companies. "

Fredrik Carlqvist

CFO

Fredrik has solid experience as CFO and COO in several large companies. For the past 10 years, Fredrik has primarily worked as a CFO consultant for a large number of entrepreneurial companies.

Fredrik has, among other things, worked in the group management for a large Swedish company and been CEO and CFO of startups.

Fredrik is also CFO at Cooach.

"For the past 10 years, I have worked digitally and I could easily conclude that Cooach, through its approach and offering, has the future ahead of it."

Jörgen Stattin

COO

Jörgen has extensive experience in building and leading well-functioning and successful business support units, both as a consultant and advisor as well as in management roles in multinational as well as entrepreneurial companies.

Fredrik has, among other things, worked in the group management for a large Swedish company and been CEO and CFO of startups.

Fredrik is also CFO at Cooach.

"For the past 10 years, I have worked digitally and I could easily conclude that Cooach, through its approach and offering, has the future ahead of it."

Board

ULRIKA STRÖMBERG

Chairman of the Board

Chairman of the board since 2022, member since 2020. Ulrika serves as non-executive in several companies, including public. She has an entrepreneurial background from the financial sector.

TOMAS DREIFALDT

Board member

Member since 2021. Founder of Intermezzo – an innovation company in digital sales and leadership training.

Christina Morander

Board member

Member since 2017. Active as CFO for Addlife, listed on Nasdaq. Christina has a long experience in accounting and has, among other things, worked as a certified public accountant.

Cecilia Hjertzell

Board member

Member since 2021. Digital strategist and investor, active as a senior advisor through her own company. Board member of Spectrum One, listed on Nasdaq First North.

THOMAS ANDERBERG

Board member

Member since 2021. Digital strategist and investor, active as a senior advisor through his own company. Has extensive experience in helping international organizations to streamline processes in Finance, HR and Supply Chain.

Cooach gives the smaller growth company the same opportunity for good business support as the large companies - but at a reasonable cost

That's how it started

At the same time, Slack had established itself as a tool that digitized both projects and daily communication by, as a platform, in principle replacing the various systems for e-mail, meeting services and document management and linking the projects’ various application tools.

Cooach took note of this and the working hypothesis was to use Slack as a digital office to deliver business support services and thus create a business support system that provided the functionality of all the SaaS solutions that came on the market during this period.

The goal was to use digital tools and with Slack as the nervous system itself to connect the functionality, create as good business support for the smaller growth company as what the large enterprise companies have created through their staff functions. The ambition was to be able to offer it at a reasonable cost by doing it digitally and automating as many parts of the processes as possible.

Cooach has always developed in a true lean method spirit. We have set working hypotheses and always worked customer-driven. In 2016, Cooach began testing Slack with two selected customers to verify that customers would like Slack as the base of the platform.

The response was huge – they loved it! The next step was to automate the underlying processes. This resulted, as early as 2016, in the first Coach fine in the form of an automated flow to receive expense receipts and book them in the payroll system. Cooach then expanded with solutions for sending out salary specifications and invoices for certification. A series of small steps in a work process that so far required a human to solve the task had now received a human-bot interaction.

Thereafter, we continued to develop digital tools aimed at companies facing growth that requires external capital injections. We continued to run it as a lean startup company and constantly develop the services together with our customers while we grew as a company through new customers.

When Covid19 struck, the rest of the world caught up with Cooach, and demand for Cooach services increased markedly. Cooach then decided to invest properly and equip the company for a growth journey by appointing a professional board and conducting a capitalization round that enabled a proper packaging of the service offering and that the company was also able to build up the distribution line at a faster pace.

Cooach was founded in 2016, a year when the first digital accounting apps got off to a serious start. All of a sudden, the small company could gain access to digital accounting services with AI support that, at a very low cost or even as a free service, could support the smaller company in its financial accounting. But for growth companies with more complex needs such as group consolidation or HR support, there was no digital offer.

Cooach founder and CEO Carl-Fredrik Morander says:

My thinking was whether an app was the only solution or if it could be done in another way that better supported a company by digitizing all the business support processes that are common to, in principle, all companies of a certain size or with a certain complexity in company structure or services.

Med Cooach Toolbox får ditt företag smarta verktyg för att skapa, ladda ner och distribuera kontrakt och juridiska dokument. Allt digitaliserat, allt som självbetjäning och ja, riktigt enkelt.

Vi kan serva ditt bolag med affärsrådgivare i  ekonomi, HR, bolagsstyrning, användarupplevelse och ägarfrågor. 

Cooach tjänster för det digitala kontoret är uppdelade på abonnemang som passar olika verksamheters behov och  kan kompletteras med tilläggstjänster inom våra 4 affärsstödsområden.

Cooach tjänster för det digitala kontoret är uppdelade på abonnemang som passar olika verksamheters behov och  kan kompletteras med tilläggstjänster inom våra 4 affärsstödsområden.