As Softhouse celebrates 30 years, we naturally take time to reflect on the past. But we are even more interested in what comes next. We sat down with our Group CEO, Sara Mårtensson, to talk about genuine helpfulness, 30-year partnerships, and why new AI technology is best compared to a nail gun.

Outside of work, Sara is rarely standing still. As the mother of two teenagers, much of her free time revolves around horses, alpine skiing, and floorball matches. She draws her greatest energy from meeting and connecting with other people, but she also knows exactly how to recharge in solitude — preferably on a run through the forest. That ability to both listen carefully to the people around her and confidently lead the way forward is something she brings into her leadership every day.

Sara was already familiar with Softhouse before joining the company. She was attracted by the deep technical expertise, but even more by the people and the values that had shaped the company since the very beginning. She still remembers her first week vividly. Almost immediately, she found herself boarding a train together with one of the local offices to attend a conference. That trip set the tone for her entire perception of the company.

“My first impression was this incredible sense of simplicity and closeness,” Sara recalls. “There was a genuine curiosity on both sides. It was a fantastic confirmation that I had ended up in the right place.”

Helpfulness in everyday life

One of Softhouse’s core principles is simplicity. But if Sara could add one additional value to describe everyday life at the company, it would be helpfulness. After all, culture is not about words written on a wall. It is about how people behave when someone needs support.

“My favorite way of measuring our culture is our internal Slack help channel. You can practically set a timer for how quickly someone responds, no matter the question. We’re around 300 people today, yet that openness is still there. People are generous with their knowledge and genuinely want to help.”

That mindset extends far beyond the company itself. In 2025, Softhouse was ranked among the top five companies for customer satisfaction by Radar Group. Sara believes the reason is simple:

The same care and willingness to help that exists internally also shapes the way Softhouse works with customers.

And it shows. Several of the company’s largest customers have remained with Softhouse for all 30 years.

Toolboxes and the craft of the future

Looking ahead, rapid technological development and AI are no longer simply tools — they are increasingly becoming close collaborators. Everything is moving incredibly fast, and it will fundamentally change many aspects of how value is created and delivered. But amid all these new tools, deep human expertise becomes more important than ever.

“AI keeps adding new tools to our toolbox. But the craftsmanship itself — the house we’re trying to build — we still need to be the very best at that. Our developers, with their deep expertise in software architecture, security, and technology, will be absolutely essential when helping customers navigate the future safely. Our role becomes much more strategic and advisory.”

The pride of solving difficult challenges together

When asked what makes her most proud of being part of Softhouse, Sara’s answer has several parts — but they all revolve around collaboration.

“When we find ourselves in a really difficult customer situation and solve it together. When we genuinely crack the challenge as a team. Those are the moments that make me incredibly proud.”

She feels the same sense of pride when the entire company gathers and the collective competence becomes visible. Or when colleagues step onto a stage to share their expertise.

“I’m incredibly proud when we host customer events and share what we know. Or when I get to sit in the audience and listen to colleagues teaching, inspiring, and learning from one another.”

Like a 30-year marriage

Very few companies get the opportunity to celebrate three decades in business. For Sara, one of the most remarkable aspects of Softhouse’s journey is seeing how the three founders — Tord Olsson, Mikael Reinholdsson, and Staffan Persson — are still working together and helping lead the company forward. It is something she deeply admires.

“I think it’s incredibly inspiring that despite all their differences, they continue to come together around a shared vision and a genuine desire to build a great company. That kind of founder constellation is very unusual.”

Through industry shifts, economic cycles, and decades of change, they have managed to preserve both the company and their relationship.

“Imagine growing, evolving, and challenging each other for thirty years while still staying aligned. It’s like a marriage. I think that’s incredibly cool,” Sara says with a smile.

And if you ask her what matters most as we move into the future, it doesn’t matter whether the conversation is about software, business, AI, or leadership.

The answer remains exactly the same:

Everything starts with people.