By building the entire system digitally, the company can avoid costly mistakes.
"A classic mistake for a company like ours is that you have an idea and then start thinking 'I have to build a pilot to see if this works'. Then you spend all your money on a mediocre pilot, run out of money, and then go bankrupt", says Brandtzæg.
Looking to Europe
The economist Brandtzæg got the idea for the company after a stay at MIT in Boston in 2019-2020. After testing various innovation ideas, he did a technical feasibility study with SINTEF. Now, five years later, he estimates that they are about two years from the launch of a finished product, followed by full-scale production.
"We have received a lot of attention internationally and were the most-read-about startup in Europe last year on Sifted, the Financial Times' publication for startups. Now we have also acquired one of the leading venture funds in Europe, the Lifeline Venture Fund in Finland, which, together with three other funds, has invested 5 million euros.