Hello, Tech Leaders: Fredrik Jonson, Notoxy

In TechSverige’s article series “Hello, Tech Leaders,” we meet Fredrik Jonson, CEO of the new member company Notoxy. He discusses the importance of being an attractive employer, why collective bargaining agreements provide security for both companies and employees, and what conditions are needed for more Swedish tech companies to grow internationally. 

Notoxy is a Swedish tech company that develops AI solutions for digital media moderation. For this growing company, membership in TechSverige feels like a natural next step. 

– For us, it feels natural to be part of TechSverige and the Swedish tech ecosystem. We also believe it goes without saying that, as a growing company, we should be a reputable and attractive employer. Belonging to an employers’ organization and having a collective bargaining agreement provides both us and our employees with a secure framework. 

The opportunity to exchange experiences with other tech companies is also important. Many of the challenges Notoxy faces are shared by other member companies. 

– Many of the challenges we face—such as the talent pipeline, AI, internationalization, and how to scale a Swedish tech company—are ones we certainly share with many other members. 

Setting a Clear Direction 

For Fredrik Jonson, effective tech leadership is, above all, about establishing a shared direction and clarity regarding what matters most. 

– I’m fortunate to work with very driven and skilled people. In a team like this, it’s not about telling people how to do their jobs, but rather about establishing a clear, shared direction. Everyone needs to understand where we’re headed and what’s most important right now. 

In a small tech company, there are often more ideas and opportunities than resources. That’s why the ability to say “no” is just as important as making the right choice. 

– As a small tech company, we always have more ideas and opportunities than we have resources. Our most important task, therefore, is not only to set the right priorities, but above all to have the courage to set aside some ideas. 

Notoxy uses the Objectives and Key Results (OKR) methodology to ensure clarity. The company’s goals and priorities are continuously aligned with its long-term ambition to become a leading platform for digital media moderation. 

People, Market, and Capital 

Clear priorities are part of the journey toward growth. According to Fredrik, three things are essential for Notoxy to develop and expand: the right people, access to the market, and capital. 

– The most important thing of all is the people. We need to be able to recruit skilled employees in Sweden, but also in the markets where we’re establishing a presence. For a small company, every hire is crucial. 

The next challenge is to reach more customers. Sweden is Notoxys' home market, but the company aims to expand beyond the country's borders. 

– We know today that our service solves a real problem, and Notoxy is truly appreciated by our customers. The next step is to reach many more people. 

The third issue is capital. So far, Notoxy has financed its operations with its own funds, but external capital may be needed to accelerate its expansion. 

Greater Knowledge of AI 

To enable more innovative tech companies to grow, create jobs, and compete internationally, Fredrik wants to see initiatives that increase knowledge of and the use of AI. 

– AI presents a tremendous opportunity for Sweden. Just as with the “Home PC” reform in the late 1990s, when the government provided tax subsidies for the purchase of home computers, it should be possible to subsidize access to relevant AI tools. 

He believes that broader adoption can reduce uncertainty surrounding the technology while also creating opportunities for new, innovative companies. 

– If all Swedes learn to use AI tools in their daily lives, it will have major, positive ripple effects throughout society and serve as a breeding ground for many new, innovative companies. By using these tools, people will hopefully become less afraid of AI and instead see the enormous opportunities it offers. 

Fredrik also sees opportunities for Sweden to take a leading role in the use and development of AI. 

– I believe Sweden could become a leader in how we use and develop AI tools in new solutions. I am calling for an AI strategy to increase knowledge about and the use of AI at all levels. 

He also calls for better conditions for investing capital in young Swedish growth companies. 

– The Swedish capital market isn’t bad, but I still get the impression that it can be difficult for newly formed Swedish companies to secure financing. We’re fortunate to be able to finance our company with our own funds, but by no means does everyone have that opportunity.