Hello CEO: Lina Andersson, Once Upon
Earlier this year, Dagens Industri named Lina Andersson, CEO and founder of Once Upon, as the most important female entrepreneur of 2025. Lina Andersson sees the award as a great recognition for the entire Once Upon, a Skellefteå company whose service for creating photo albums directly from the mobile has become a great success.
- I'm not alone on this journey, this is something the whole company has made possible. Personally, it is of course an honor, and also a responsibility that I will carry with me, says Lina Andersson.
In addition to Sweden, Once Upon has printing partners in Germany, the Netherlands, Australia, the USA and the UK. Can you tell us a bit about the company's journey and what has been crucial to your success?
- That we have consistently had the courage to have confidence in our approach to things. A kind of fundamental integrity to safeguard what is Once Upon. It has created a strong sense of our identity and I feel it gives a sense of security to the entire organization and is a prerequisite for continuing to grow strong.
What trends in the tech industry concern you the most and how are you adapting to stay ahead?
- How we should relate to AI is of course in focus. Our approach is to always start from customer value, and the importance of understanding changes in customer behavior is key to staying relevant. Closely related to this are the issues of ethics, integrity and security that come in the wake of technological development.
Simplicity, quality assurance and structure are important aspects for us as a growth company. Through TechSverige, we get access to specialized advisors, networks, training and business intelligence that create great value for our HR organization.
Once Upon is a member of TechSverige - what benefits do you see with the membership?
- First and foremost - as a B-Corp company, we are committed to running the company in a sustainable and responsible way, and collective agreements are a natural part of that. We want to be a safe and attractive employer - having collective agreements increases both security and clarity for our employees. In addition to this, simplicity, quality assurance and structure are also important aspects for us as a growth company. Through TechSverige, we get access to specialized advisors, networks, training and business intelligence that create great value for our HR organization.
What advice do you have for other entrepreneurs who want to take the plunge and build successful tech companies?
- It is always difficult to give advice! What has been important for me is to feel and have integrity around my core values and at the same time constantly cultivate a curiosity and openness to be able to take in new perspectives.