About Femtielva
Transforming the Way Customers Shop
Our vision is for Femtielva to become the obvious service for e-commerce retailers who want to help their customers make the right purchasing decisions. Not only by selling more, but by selling the right products to the right people.
- For the customer
Security – knowing that they chose the right product for their needs.
- For the retailer
A profitable business – happier customers, fewer returns, higher conversion rates, and stronger customer relationships.
- For the planet
Fewer returns, less transportation, and reduced waste.
About the Founders
Femtielva was founded by Fredrik Hörte, Jens Ander, and Joakim Stenberg – three entrepreneurs with deep experience in how content and technology intersect online. It all began at Strossle, where Fredrik, Jens, and Joakim helped establish native advertising in Sweden. But the roots go deeper: Fredrik and Joakim built early language models at Saplo, long before AI became mainstream. Jens has a long history as a serial entrepreneur behind companies like Kamera, Clipsource, Gazzine, and Strossle.
When they saw how LLMs revolutionized the ability to create personalized, relevant content on a large scale, they realized there was enormous untapped potential within e-commerce. The result was Femtielva – a platform that helps e-retailers guide their customers to the right purchase.
About the Name
The name Femtielva captures our idea on multiple levels. In everyday language, "femtielva" roughly means "a multitude" – just like saying "you have countless different products to choose from." And that's the challenge: when the selection is overwhelming, customers need help to navigate to the right choice.
But the name also has a technical dimension. With our platform, you can create countless different versions of buying guides – personalized according to each customer's unique needs and preferences. Not just a generic guide for everyone.
"Femtielva" is also a unique Swedish expression that lacks a direct translation, paying homage to the homeland. And who knows, if we succeed really well, the term may become established internationally – much like "smorgasbord" and "ombudsman."
Finally, the word is a playful interplay with mathematics. A bit like LLM – Large Language Models – which is a mathematical play with language. And without LLMs, Femtielva wouldn't be possible.