Goodfeed Secures New Funding as Benify Founders Joins the Team
The start-up Goodfeed successfully fills its funding round. The largest investors are Benify founders Åke Lundén and Markus Kullendorff, who, through their investment company Friends Capital, are stepping in as the company raises over SEK 5 million in an oversubscribed initial round.
Goodfeed offers a cloud-based platform that uniquely combines data-driven insights with an interactive evaluation model. Launched at the end of 2022, the company has already established partnerships with several reputable firms in the consulting industry, including some of the largest communication, audit, and law firms in the Nordic region. Founded by Andrea Rylander and Henry Nordling, both of whom have extensive experience in consulting, Goodfeed was created in response to the lack of feedback and reflection, which they identified as significant obstacles to successful delivery processes. According to the founders, many organizations miss the opportunity to understand what their customers and teams truly think—often until it’s too late. They observed that the most successful projects—those that were more profitable and featured effective collaboration—had the right conditions to generate continuous value for the customer.
“We see a clear trend in the industry where the way of working—how teams collaborate—has become a crucial competitive factor in attracting and retaining both customers and talent. We challenge the Swedish corporate culture by embracing real-time feedback, which many of us often associate with negativity. However, nothing could be further from the truth; our customers attest to the contrary,” says Henrik Nordling, co-founder of Goodfeed.
Goodfeed enables companies to gain real-time insights into what is working well and what isn’t in various processes, creating the foundation for proactive rather than reactive actions. Despite the challenges many early-stage companies face in securing capital in a strained market, Goodfeed has successfully closed an oversubscribed initial round of over SEK 5 million.
“We foster a natural and safe environment where everyone’s voice is heard. New perspectives and continuous learning are essential for building long-term, sustainable, and profitable customer relationships. We are thrilled with the level of interest we've received, and it's encouraging to see that significant investors recognize the potential of our platform,” says Andrea Rylander, co-founder of Goodfeed.
Goodfeed launched its platform in late 2022 and has already acquired over 20 customers, including leading firms in auditing and business law. Among its clients are several reputable brands, with one of its early partners being the Hansen Law Firm. Fredrik Granström, co-founder of Hansen, was quick to recognize the value of Goodfeed’s unique offering. “When we have a strong relationship with a client, we can engage in a collaborative dialogue to evaluate what works. When done right, we all show vulnerability, moving from being merely a service provider to becoming a true partner. That’s how we aspire to work. Embracing vulnerability and evolving together fosters connection, and connection builds trust,” says Fredrik Granström, serial entrepreneur and founder of Hansen.
To date, Goodfeed has focused on organic growth, which has proven to be a successful strategy. With the recent infusion of external capital, the company is now backed by a carefully selected group of investors. Alongside the founders of Benify, notable investors like Sofia Alexus and RadCap Ventures are part of the ownership group. With this new capital, Goodfeed plans to further develop its platform and enhance its market offerings.
For more information about Goodfeed, visit www.goodfeed.io.
For further questions:
Andréa Rylander, founder Goodfeed
+46 76-209 95 08