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Gets investment from Marketing Profile: Will replace outdated PDF onboarding with scalable SaaS tool

Tech Savvy icon Gets investment from Marketing Profile: Will replace outdated PDF onboarding with scalable SaaS tool

Many tech startups dream of big rounds, international scaling and a good dose of hype. Theoflow is going their own way. For founders Jens Bjerregaard, Oliver Hvam and Timotej Kochjar, it’s about something more down-to-earth: building a tool that solves a concrete, overlooked problem for marketing agencies.

It’s all about onboarding. Not the flashy AI version, but the daily grind when an agency starts working with a new client. A lot of this is still done manually – often via emails and PDF documents that need to be filled out and sent back and forth.

“What we saw over and over again was that even large agencies are still onboarding customers with manual PDFs and questionnaires in Word. It just doesn’t work,” co-founder Jens Bjerregaard tells TechSavvy.

Theoflow has developed a digital platform that makes it possible to conduct both onboarding and performance audits in a structured, automated way. The tool will save agencies time, provide a better overview and ultimately ensure a faster and more professional start-up with new customers.

“We don’t try to solve everything. We have narrowed it down to one specific task: To make onboarding and analytics as easy and professional as possible,” he explains.

A necessary pivot

Theoflow began like many early startups: with great energy and slightly too broad ambitions. The first version of the product was a CRM solution for marketing agencies. But after just a few months of work, the team could sense that something wasn’t clicking.

They had built a product that could do many things, but not something that anyone necessarily needed.

“People thought it was exciting. But they didn’t use it. We lacked real traction and quickly realized that we had built too wide,” says Jens Bjerregaard.

Instead, they turned their attention to something more specific in onboarding and auditing agency customers. This was Jens’ own starting point from previous experience in the marketing industry, and it quickly became clear that the onboarding process was a real pain point for many agencies – especially small and medium-sized ones with limited resources and no fixed processes.

Read also: Major energy group invests in Danish AI startup: “We have a global ambition” – TechSavvy

“What struck me was how little has changed in onboarding over the last ten years. It’s still the same tired processes and questions,” he says.

Theoflow built an MVP that was quickly tested and validated with agencies. And then the first paying customers were soon on board.

Investor with the right network

Although Theoflow initially intended to bootstrap, they opened the door wide when Jeff B. Blaavand came on board.

He doesn’t just bring money to the table. With a background as both a CMO with solid agency experience, he has a unique understanding of – and access to – the target audience. In fact, he chose to first validate Theoflow’s concept by calling around to agency leaders in his network before investing. The feedback was positive and the decision was easy, explains Jens Bjerregaard.

“We didn’t really want to raise money, but Jeff had something special. He has a network, he validated the idea himself, and he’s already opened doors that we could never have accessed ourselves.”

Read also: Edtech startup raises new capital and gears up for growth – TechSavvy

He has injected DKK 300,000 into the startup for a 10% ownership stake. For Theoflow, this means a post-money valuation of DKK 3 million, but more importantly an investor who understands the market and actively works to expand the product.

“It’s not a classic investment case. It’s more of a partnership where we leverage each other’s strengths,” says Jens Bjerregaard.

From Startup Weekend to SaaS startup

Theoflow was born by chance at Startup Weekend in Aarhus in the fall of 2024. Jens Bjerregaard was new in town and showed up with an idea from his marketing background and bumped into two technically strong co-founders: Oliver Hvam and Timotej Kochjar.

“I had just moved to Aarhus and thought: I might meet some interesting people. I didn’t expect to find a real team like that,” says Jens Bjerregaard.

The chemistry was there from the start. Before the weekend was over, a team was established and the work continued naturally following the weekend hackathon.

The team has been together ever since. The collaboration is based on a clear division of roles, transparency of ownership and a shared ambition to build a sustainable business with true product-market fit.

“We talked everything through from the start: what we expect, how we share ownership, how we work. We wanted to have those conversations early on rather than end up in classic founder problems later.”

Read also: Is hustle culture dead and buried? Not quite, but something has happened – TechSavvy

They are conscious of avoiding the pitfalls that plague many early-stage teams. No fluff, no quick shortcuts. The focus is on problem, solution and usability. And while there’s plenty of AI hype in the ecosystem, Theoflow stays outside that bubble. For them, it’s all about building something that gets used in real life.

“We don’t need to be an AI startup or the new unicorn pitch. We just want to build something that people actually use and want to pay for,” says Jens Bjerregaard.

Indlægget Gets investment from Marketing Profile: Will replace outdated PDF onboarding with scalable SaaS tool blev først udgivet på TechSavvy.