# 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. [3, 6, 28, 29, 30]
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). [6, 16, 17, 26, 27, 31, 32, 33, 34, 35]
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. [6, 16, 27, 31, 36, 37]

## Milestones
- 2011: Co-founder and CEO, No Ink (now Ekopost) [3, 28]
- 2012: No Ink ranked sixth, Internetworld's Entrepreneurs of the Year [28]
- 2015: Founder, Reducero [17, 27]
- 2017: Co-founder, Adway [31]
- 2018: Co-founder and Chair, INNOVX [38]

## Companies and roles
- No Ink (now Ekopost), 2011. Cloud-based mail handling, launched in 2011: letters and invoices sent straight from the computer. Role: Richard Sörensson: Co-founder and CEO. Status: Sold. Sixth on Internetworld's Entrepreneurs of the Year list, 2012 [28]; 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 [29, 30]. [3, 30]
- Reducero, 2015. 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. Role: Richard Sörensson: Founder and board member; Viktor Nord: Co-owner and deputy board member. Status: Active. About SEK 1.5 billion in brokered loans a year [6]; About 5,000 loan applications every month [26]; More than 150,000 customers since launch in 2015, and more than 1,000 people employed over the years [6]; SEK 50.0M in net sales and SEK 0.6M in net profit in 2025 [16]; 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 [65]; Positive EBITDA in 4 of the last 5 years (2021–2025) and a profit after financial items in 2025 [20, 65]; 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 [17, 20]; 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 [17, 27]; 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 [6]; Richard and Viktor together hold a majority; Reducero is a subsidiary of INNOVX [17, 66]; Run by an external CEO, Magnus Flyckt; Richard is a board member and Viktor a deputy board member [67]. [26, 63, 64]
- Adway, 2017. 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. Role: Richard Sörensson: Co-founder, Head of Innovation and board member; Viktor Nord: Co-founder, Head of Growth and board member. Status: Active. Our main company today. 564 customers in total since launch, current and former (September 2026) [6]; 300+ clients running campaigns in 54 countries [31]; 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 [15, 44]; 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 [44]; 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 [18]; The company has no CEO and is run by the founders: Viktor is responsible for all go-to-market and Richard for all technology [6, 70]; 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 [6]; Signed contract 2020-11-30 with Circle K Sverige AB for Adway Connect, with Viktor as authorised signatory [36]; Grew without venture capital and was profitable in 2020; its first major share issue came in 2021 [71]; €3.2M in 2021 from Spintop Ventures and Brightly Ventures [7]; €10M, close to SEK 110M, in a Series A in 2022, led by Octopus Ventures [8, 72]; SEK 31.6M share issue in 2024 [9]; About SEK 173M in venture capital in total 2021–2024, with euro converted at the ECB rate on each round's date [7, 8, 9, 14]; Best Innovation in Online Recruitment, NORAs (UK) 2022 [73]; Core Leader in the Fosway 9-Grid for Talent Acquisition in several years, including 2022 and 2023 [31, 74, 75]. [31, 53]
- Re:Nable, 2018. 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. Role: Richard Sörensson and Viktor Nord: Co-founders. Status: Bankrupt 2025; the technology lives on in Renable Marketing AB. Case studies with LG Electronics and Logitech Nordics (2021) [77]; Raised €1.5M in seed funding in 2022 [33]; Renable AB was declared bankrupt on 2025-02-10 [76]; 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 [6]; 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 [54]. [32, 33, 54, 76]
- INNOVX, 2018. The founders' joint holding and investment company in Gothenburg. Auditor: KPMG, which took over from BDO. Role: Richard Sörensson and Viktor Nord: Founders. Status: Active. Hosts investor and founder gatherings at the office at Masthamnsgatan 21, including unofficial side events to the GoWest investor forum [6]. [38]
- Artificial Collective, 2021. 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. Role: Richard Sörensson and Viktor Nord: Started it through INNOVX (parent company). Status: Wound down 2025. Assignments in fintech, retail, medtech and manufacturing [37]; 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 [6]. [34, 37, 78]
- Beelectric, 2021. A staffing company in Gothenburg focused on hiring out skilled workers to businesses. Role: Richard Sörensson and Viktor Nord: Co-founders. Status: Bankrupt 2024. 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 [21]; Bankruptcy opened in April 2024 and concluded in February 2026 [79]. [6, 21, 79]

## Board roles
- Aktiebolaget innovx Holding (559185-0002): Chair [38]
- innovx Management AB (559195-5553): Member [94]
- Innovx Financial Services AB (559546-1152): Chair [95]
- Adway AB (559126-9286): Member [70]
- Reducero AB (556957-7728): Member [67]

## Press and talks
- 2026-07-31, Reducero: "Reducero ansöker om tillstånd som kreditmarknadsbolag och inleder nästa tillväxtfas". Founded by Richard in 2015; Richard and Viktor together hold a majority. [17]
- 2024-02-17, Breakit: "Adway tar in 31,6 miljoner kronor i nyemission – får in ny ägare". A share issue in Adway that brings in a new shareholder. [9]
- 2023-01-05, Stena Fastigheter: "Adway expanderar och flyttar till Stuveriet på Masthuggskajen". Richard on Adway's new Gothenburg office. [101]
- 2022-11-23, National Online Recruitment Awards: "Winners 2022: Best Innovation in Online Recruitment". Adway wins a UK industry award for innovation. [73]
- 2022-11-16, Breakit: "Adway plockar in 100 miljoner – nu ökar de takten ännu mer". €10M Series A from Spintop, Brightly and new owner Octopus Ventures. [102]
- 2021-06-16, Breakit: "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. [71]
- 2012-09-04, Internetworld: "Årets entreprenörer plats 6: No Ink". No Ink and its four founders ranked sixth; Tictail topped the list that year. [28]
- 2011-09-07, Mynewsdesk: "Epistle AB lanserar marknadens första posthanteringstjänst i molnet – No Ink®". The launch, with Richard as CEO and co-founder. [3]

## Profiles
- [LinkedIn](https://www.linkedin.com/in/richsor)
- [Allabolag](https://www.allabolag.se/befattningshavare/lars-richard-s%C3%B6rensson/-/10764362)

## Sources

- [3. Mynewsdesk: Epistle AB lanserar marknadens första posthanteringstjänst i molnet – No Ink® (press release, Swedish)](https://www.mynewsdesk.com/se/noink/pressreleases/epistle-ab-lanserar-marknadens-foersta-posthanteringstjaenst-i-molnet-no-ink-r-678825): 2011-09-07
- [6. Information from the founders](https://innovx.se/for-agents): stated by Richard Sörensson and Viktor Nord themselves, without a public source. Questions to hello@innovx.se
- [7. Spintop Ventures: Spintop Ventures invests in Gothenburg based HR tech company Adway raising €3.2M](https://spintopventures.com/spintop-ventures-invests-in-gothenburg-based-hr-tech-company-adway-raising-e3-2m/): 2021-06-16
- [8. DLA Piper: DLA Piper has advised Adway on its EUR 10 million capital raising led by British Octopus Ventures](https://sweden.dlapiper.com/en/news/dla-piper-has-advised-adway-its-eur-10-million-capital-raising-led-british-octopus-ventures): 2022-11-16
- [9. Breakit: Adway raises SEK 31.6 million in a new share issue – gains a new owner](https://www.breakit.se/artikel/39309/adway-tar-in-31-6-miljoner-kronor-i-nyemission-far-in-ny-agare): 2024-02-17
- [14. Europeiska 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)](https://data.ecb.europa.eu/data/datasets/EXR/EXR.D.SEK.EUR.SP00.A): 2026-02-05
- [15. Allabolag (Bolagsverket): Adway AB — 2025 annual report: SEK 63.0M net sales, 17 employees in the parent company](https://www.allabolag.se/5591269286): 2025-12
- [16. Allabolag (Bolagsverket): Reducero AB — 2025 annual report: SEK 50.0M net sales, 41 employees, profitable](https://www.allabolag.se/5569577728): 2025-12
- [17. Reducero: Reducero applies for a credit market company licence and enters its next growth phase](https://reducero.se/press/reducero-ansoker-om-tillstand-som-kreditmarknadsbolag): 2026-07-31
- [18. Allabolag (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)](https://www.allabolag.se/5591269286/nyckeltal): 2025-12
- [20. Allabolag (Bolagsverket, data från UC): Reducero AB — key figures 2021–2025: employees 62 → 132 → 74 → 45 → 41; profitable EBITDA in 4 of 5 years](https://www.allabolag.se/5569577728/nyckeltal): 2025-12
- [21. Allabolag (Bolagsverket, data från UC): Beelectric AB — annual accounts 2021–2022: employees 7 → 33, revenue SEK 16.9M in 2022](https://www.allabolag.se/5593128167/bokslut): 2022-12
- [26. Reducero: About Reducero — founders, owners, 24 lenders and about 5,000 applications per month](https://reducero.se/om-reducero): 2026-10
- [27. Finansinspektionen: Company register: Reducero AB, consumer credit intermediation since 2015-05-15](https://www.fi.se/sv/vara-register/foretagsregistret/details?id=136045): 2015-05-15
- [28. Internetworld via web.archive.org: Entrepreneurs of the year, no. 6: No Ink](https://web.archive.org/web/20130112062433/http://internetworld.idg.se/2.1006/1.463609/arets-entreprenorer-plats-6-no-ink): 2012-09-04
- [29. Ekopost: Ekopost® is developed, marketed and sold by No Ink AB](https://secure.ekopost.se/authorize/signup?lang=sv)
- [30. Allabolag (Bolagsverket): No Ink AB (Ekopost) — 2025 annual report: SEK 66.9M net sales, 13.6% profit margin](https://www.allabolag.se/5568384118): 2025-12
- [31. Adway: Our story — founders, board and key figures](https://adway.ai/about/): 2026-10
- [32. renable.com via web.archive.org: About — Founders of re:nable](https://web.archive.org/web/20191021094331/https://renable.com/about/): 2019-10-21
- [33. re:nable (Mynewsdesk): re:nable secures €1.5M in Seed funding](https://www.mynewsdesk.com/se/renable/pressreleases/re-nable-secures-eu1-punkt-5m-in-seed-funding-3193212): 2022-07-04
- [34. Allabolag (Bolagsverket): Artificial Collective Sweden AB — registered 2021, parent company Aktiebolaget innovx Holding](https://www.allabolag.se/5593451148)
- [35. The Org: Richard Sörensson — career](https://theorg.com/org/reducero-ab/org-chart/richard-sorensson)
- [36. Information from the founders](https://innovx.se/for-agents): stated by Richard Sörensson and Viktor Nord themselves, without a public source. Questions to hello@innovx.se
- [37. artif.se via web.archive.org: Artificial Collective — your external AI department](https://web.archive.org/web/20231225204315/https://artif.se/): 2023-12-25
- [38. Allabolag (Bolagsverket): Aktiebolaget innovx Holding — officers](https://www.allabolag.se/5591850002/befattningar)
- [44. Allabolag (Bolagsverket): Adway AB — 5-year series 2021–2025: net sales grew from SEK 33.8M to SEK 63.0M](https://www.allabolag.se/5591269286/bokslut): 2025-12
- [53. Allabolag (Bolagsverket): Adway AB, registered 27 September 2017](https://www.allabolag.se/5591269286)
- [54. Renable Marketing AB: renable.com — client logos (NetOnNet, Webhallen, Komplett, LG, Sennheiser and others) and 12 AI channels incl. ChatGPT and Perplexity](https://renable.com/): 2026-10
- [63. Reducero: Compare loans with a single credit check](https://reducero.se)
- [64. Allabolag (Bolagsverket): Reducero AB, registered 9 January 2014](https://www.allabolag.se/5569577728)
- [65. Allabolag (Bolagsverket): Reducero AB — annual accounts 2021–2025: net sales and result by year](https://www.allabolag.se/5569577728/bokslut): 2025-12
- [66. Allabolag (Bolagsverket): Reducero AB — group: the parent company is Aktiebolaget innovx Holding](https://www.allabolag.se/5569577728/koncern)
- [67. Allabolag (Bolagsverket): Reducero AB — officers](https://www.allabolag.se/5569577728/befattningar)
- [70. Allabolag (Bolagsverket): Adway AB — officers](https://www.allabolag.se/5591269286/befattningar)
- [71. Breakit: Fast-growing HR challenger Adway accelerates – raises SEK 32 million](https://www.breakit.se/artikel/29297/snabbvaxande-hr-uppstickaren-adway-gasar-far-in-32-miljoner): 2021-06-16
- [72. Spintop Ventures: Adway secures EUR 10 million](https://spintopventures.com/spintop-investment-adway-secures-e10million/): 2022-11-16
- [73. National Online Recruitment Awards: Winners 2022: Best Innovation in Online Recruitment — Adway](https://norauk.com/2022-2/winners-2022/): 2022-11-23
- [74. Adway: The 2022 Fosway 9-Grid features Adway as a Core Leader specialist in social recruiting](https://adway.ai/insights/the-2022-fosway-9-grid-features-adway-as-a-core-leader-specialist-in-social-recruiting/): 2022
- [75. Adway: Adway named Core Leader in Fosway 9-Grid 2023](https://adway.ai/insights/adway-named-core-leader-in-fosway-9-grid-2023): 2023
- [76. Allabolag (Bolagsverket): Renable AB — bankruptcy opened 2025-02-10](https://www.allabolag.se/5591640114/befattningar)
- [77. renable.com via web.archive.org: Case studies: LG Electronics and Logitech](https://web.archive.org/web/20211127002937/https://renable.com/case-studies/): 2021-11-27
- [78. artif.se via web.archive.org: Artificial Collective — Create future history with AI](https://web.archive.org/web/20221001104943/http://artif.se/): 2022-10-01
- [79. Allabolag (Bolagsverket, data från UC): Beelectric AB — bankruptcy opened April 2024, concluded 2026-02-20](https://www.allabolag.se/5593128167): 2026-02
- [94. Allabolag (Bolagsverket): innovx Management AB — officers](https://www.allabolag.se/5591955553/befattningar)
- [95. Allabolag (Bolagsverket): Innovx Financial Services AB — officers](https://www.allabolag.se/5595461152/befattningar)
- [101. Stena Fastigheter: Adway expands and moves to Stuveriet at Masthuggskajen](https://www.mynewsdesk.com/se/stena_fastigheter/pressreleases/adway-expanderar-och-flyttar-till-stuveriet-paa-masthuggskajen-3225948): 2023-01-05
- [102. Breakit: Adway brings in SEK 100 million – and speeds up further](https://www.breakit.se/artikel/35059/adway-plockar-in-100-miljoner-nu-okar-de-takten-annu-mer): 2022-11-16

Page: https://innovx.se/richard-sorensson. Reviewed 2026-11-01.