Making pension capital flows inspectable by translating complex ownership structures into a readable system.
Role
Co-founder. Defining the strategic reframing and positioning, and leading the integration of brand and product across identity, narrative, UX, and go-to-market into one coherent system.
Problem
Nearly 70% of the Swedish stock market — approximately 3,000 BSEK — is managed through institutional pension funds. While public awareness of ethical investing is high, visibility into actual capital allocation is limited.
An Ipsos-supported study revealed the disconnect: 73% wanted the ability to remove unethical holdings from their pension investments, yet lacked insight into underlying exposure. The failure was not intent, but inspectability. Institutional fund structures are layered and largely unreadable at an individual level.
Solution
The category framed the issue as sustainable choice. We reframed it as structural opacity.
Instead of persuading users to care more, Seeqest made capital flows inspectable. Inspectability turns values from narrative into operational criteria.
The platform combined secure pension data, Morningstar fund data, a proprietary categorization framework, and ownership tracing up to five layers deep. Users could define exclusion criteria, scan their funds, and identify exposure conflicts across institutional layers.
The product functioned as an inspection engine, aligning capital allocation with personal values through structural transparency rather than symbolic positioning.
Brand × Product Integration
Communication exposed contradictions between everyday values and hidden capital exposure. The tone was investigative rather than activist, emphasizing clarity over moral signaling.
The identity system and UX followed the same logic: restrained, systematic, structured around visibility and deviation. Brand and product expressed the same underlying idea.
Outcome
The product generated early traction among users and media, validating demand for pension transparency. It also surfaced sensitivities around data access within the ecosystem. Although regulatory concerns were dismissed, prolonged uncertainty constrained further scaling.
Key learnings
Inside regulated systems, strategic clarity must extend beyond messaging into infrastructure. Brand is most powerful when inseparable from product logic.
Client: Seeqest
Agency: Seeqest
