When Frends first reached out to me, I had already spent seven years in the iPaaS space. In Norway, the technology had been around for some time, but mostly as a premium solution from large U.S. vendors—complex, expensive, and really only accessible to the biggest enterprises with deep pockets and big IT teams.

When I took a closer look at Frends, I immediately saw something different. A Nordic, independent player on the Magic Quadrant. A platform with the right capabilities and the right price point that evolved organically, without any acquired add-ons. This gives it a level of cohesion that many other quadrant iPaaS solutions lack, making it accessible even to mid-sized and even smaller organizations. And for me personally, there was the chance to help shape how businesses in Norway adopt modern integration. Too exciting to pass up.

I’ll admit I had two concerns when I said yes: working remotely, and whether the market would respond to a new challenger. But reality exceeded both expectations. The response in Norway was stronger than I anticipated, and the collaboration with partners in Oslo quickly helped establish traction. Frequent on-site meetings and travel to Sweden and Finland made working remotely feel natural. And we’re now at the point where we’re preparing to open a local office, a milestone I’m genuinely excited about.

There was this moment early on when everything clicked. I had just joined, attended the sales kickoff in Levi, north of Finland, and after a long day of enablement sessions, we ended the evening sitting in an outdoor hot tub while snowflakes fell around us. My new colleagues were deep in discussion about API management — nerdy, yes, but it was in that moment I realized I was part of something genuinely exciting.

Step by step for growth

Building a market from scratch still comes with one big challenge: credibility. Most Norwegian customers hadn’t heard of Frends when I called them, even though they knew the iPaaS category well. That’s why my first priority was to expand the partner network. Securing PwC BusinessTech Norway as a preferred integration partner was a major milestone. PwC is trusted, professional and known for advising organizations on transformation. When they talk about Frends — often when we’re not even in the room — that builds credibility fast.

Being one of the two European players on the quadrant is a huge advantage, especially in public sector. With the geopolitical landscape and increasing focus on data sovereignty, interest in European-built platforms has skyrocketed. When you pair that with hybrid deployment flexibility customers need, Frends fits naturally into the way Norwegian organizations operate.

What keeps me energized is how low-hierarchy the company truly is. It’s not a slogan. When I ask for help, whether from a solution architect or the CEO, I get an immediate and meaningful response. When I contribute ideas — on SLAs, on positioning, on service models — they’re taken seriously. That kind of influence is rare in bigger companies.

And yes, I have grown. I came in with a solid track record, but this environment pushed me to operate at an entirely different level. I’ve learned more in these months than in the previous years combined — not because I was lacking, but because the leadership here invests in leveling up even experienced people. That’s rare.

If someone is considering joining Frends as the first person on the ground in a new region, here’s my honest advice: discipline matters. Patience matters. Building a brand takes time. Don’t chase quick wins only, focus on credibility, partners, and long-term value. Know your limitations. Lean on experts. Be proactive and lead the way. And bring energy.

If you want to make a real footprint and thrive as a challenger, it’s an incredible opportunity.

Sven Waagan, Head of Sales, Norway at Frends