Childhood dream lured sales director to Nordic startup with European growth ambitions

Career Path: The vivacious and growth-oriented everyday life at a startup lured Emmy Lindholm to her new role as a sales director at the fund platform Fundrella, which serves as a digital facilitator between fund managers and investors. She elaborates on why she looks forward to tackling inefficiencies in "an industry that is lagging behind when it comes to digitalization."

The new Sales Director at fund reporting platform Fundrella, Emmy Lindholm sees her recent move to Fundrella as the biggest change in her career. | Photo: Håkan Målbäck

Which career path did you imagine for yourself when you were younger?

"All my life, I have been surrounded by my entrepreneurial family members. They have inspired me to work in a way where I’m constantly coming up with new ideas, out-of-the-box thinking and then passionately pushing new ideas forward.

In primary school, I wrote an essay dreaming of being both a professional athlete and an entrepreneur.

I generally have a strong need to find new ways of putting things into practice, but I understood at an early age that besides high work ethics, I needed a strong and profound theoretical business education to be able to accomplish my visions.

Business school got me interested in finance and investing, paving the way for finding organizations where I was able to gain experience and learn many different perspectives in the industry, which is a strong advantage in my new job as Sales Director at Fundrella."

Which parts of your education have you used the most in your career? 

"In our industry, theory and science is crucial. My majoring in finance has provided the foundation for understanding the practices surrounding for example different asset classes, investment strategies and building investment portfolios.

I am also a firm believer in “the university of life”, and I have learned a great deal by listening, watching and putting observations into practice: The tough state of the market throughout my career has also been a great practical lesson, and I’ve learned a lot about the industry’s need to evolve further, for example because of the responsible investing demands, increased regulation and competition."

Which parts of your CV represent the biggest changes to your career?
"Moving from the bank and asset management world to the fast-growing fintech environment is definitely the biggest change during my career so far. I consider it a big leap in my “university of life” education.

Fundrella is now in its scaleup phase, where I am more personally involved in building up the company. At the same time, I feel that I’ve returned to my initial interest in entrepreneurship, and I like working in an environment with an entrepreneurial spirit where we focus on improving our product every day."

What's the most important skill or experience that you gained from your former jobs that is applicable to your next staff role?

"I have worked several years in the asset management industry and have enjoyed working with various very inspiring and interesting professional investors who have helped me familiarize myself with the challenges that both asset managers and professional investors face.

I have also seen that our industry is lagging behind when it comes to digitalization and updated processes. In Fundrella, we specifically tackle the operational inefficiencies in the industry. Furthermore, I believe the ESG trend needs a more standardized approach from many perspectives."

Which leader in the business has inspired your career the most?

"I have had the opportunity to meet many inspiring people from different parts of the industry at all levels. I get inspired listening to passionate and very skillful portfolio managers that can communicate the unique characteristics of their investment strategies and deliver outstanding performances.

And how inspiring are the sales talents who listen intensively to their clients and deliver results by solving their needs! When it comes to leaders, the ones who can combine people management with their industry expertise are a true inspiration for me."

What occupies you the most right now?

"The startup world is very vivacious. At Fundrella, I enjoy taking up a multi-dimensional role that focuses on Nordic growth.

It goes without saying that the entrepreneurial and out-of-the-box mindset that is a strong part of me vastly enjoys the prospect of being able to influence the industry in a direction that’s more sustainable, transparent and efficient.''

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