Monterro launches Nordic Software Tour to connect with B2B companies

The Nordic software investor Monterro has unveiled its ambitious Nordic Software Tour, set to take place from April 18 to May 16, spanning 32 cities in Denmark, Finland, Norway, and Sweden. The tour aims to connect with founders and executives of B2B software companies outside major capitals.

Drawing on their extensive experience in building and managing software companies, Monterro aims to engage with hidden “gems” of the Nordics that may not be on the radar of traditional investors, said CEO Gustav Lagercrantz.

The tour will feature sparring sessions, learning opportunities and networking events, covering topics such as customer base growth and pricing management. The Swedish firm has partnered with EY’s TMT team for consulting services, White & Case for legal expertise, and Planhat for a customer success platform. These partnerships highlight their unique approach as active, hands-on investors investing their money in portfolio companies.

When asked about the marketing efforts leading up to the tour in an interview with Computer Sweden, Lagercrantz revealed that they have utilized their own channels and invited a significant number of software companies they have been in contact with over the years.

The tour’s focus is a combination of deepening existing relationships and forging new ones. Monterro also aims to create a small community atmosphere where participants can network and get to know each other. Lagercrantz shared that in Linköping, one of the tour stops, participants expressed excitement about meeting all the software companies in their region.

In response to questions regarding the initiative’s timing, Lagercrantz acknowledged that many software companies are still flourishing despite crisis headlines. He emphasized a significant shift in how companies present themselves, now highlighting profitability instead of just growth.

After all, companies now prioritize taking care of existing customers and reviewing pricing, as opposed to solely concentrating on acquiring new customers as it was a couple of years ago.