Multiply (Fluent Development AB): company profile, funding, and Martin Källström's role

Note: This document is an AI-generated research compilation, imported as a

secondary source. Claims herein should be weighed against primary sources.

Known error: it cites a namesake "Multiply" (a US B2B ads agency, $9.5M raise,

founders Matt Jayson/Ashish Warty) that is unrelated to Fluent Development AB.

Multiply (multiply.co / Fluent Development AB): Company Research Report TL;DR Multiply is a Stockholm-founded (2020) AI startup — legal entity Fluent Development AB, org. no. 559225-3768 — that Martin Källström co-founded and served as CPO/CMO; it began as a generative- AI "workspace" for teams and pivoted into a "Creative Operating System" for creative and marketing agencies. Rasmus Adler Wahlberg is co-founder and CEO. Källström's direct involvement (roughly 2020–2024) is documented mainly through Multiply's own channels — the "Co-creating with AI" podcast he co-hosted, the November 2022 $1.8M pre-seed press release where he was the media contact, and design/case-study credits — but essentially no independent Swedish tech-press article quotes him about Multiply. As of 2026 Multiply is still active and has moved upmarket (clients including NoA/Åkestam Holst and the international group Together Group), while Källström has moved on to found Kindship.AI and, most recently, Nūvai, both based around Norrköping. Key Findings What it is: Multiply is an AI collaboration platform. At launch (2022) it was pitched as "the first ever end- user app that includes generative AI for both text, images and data structures," an "AI-powered workspace" designed to make teams up to "10x faster." By 2024–2026 it repositioned as a "Creative Operating System™" purpose-built for creative agencies, and by 2026 marketed as a "Creative OS that helps agencies scale like tech companies" with always-on AI agents. Founders: Company communications from 2024 onward consistently name three founders — Rasmus Adler Wahlberg (CEO), Oskar Lissheim Boëthius, and Henrik Eneroth — founded 2020. Martin Källström is separately and repeatedly identified as a co-founder and CPO (Chief Product Officer), and by his own LinkedIn also CMO. Databases (Tracxn) list the founders as "Rasmus Adler Wahlberg, Henrik Eneroth and Martin Kallstrom." Legal entity: The operating company is Fluent Development AB (org. no. 559225-3768), earlier also presented under the name "Multiply Potential AB," registered in Stockholm (Birger Jarlsgatan 57c, "Norrsken House" / Artillerigatan 77). CEO is Rasmus Viktor Adler Wahlberg; board members recorded include Adler Wahlberg and Oskar Erik Boëthius Lissheim, with Ann-Charlotte Malm Hallqvist as chair. Latest reported accounts (FY2025) show revenue ~5.0 MSEK and a result of about −7.0 MSEK. Funding: A $1.8M pre-seed round led by Tera.vc (Tera Ventures, Estonia) was announced November 16, 2022 at Slush in Helsinki. A follow-on round involving Swedish VC Bust (Bust VC), Tera Ventures, Antler and angel investors followed around June 2024 (reported by Nordic9 as US$2.33M, ~SEK 25M). Total capital raised is reported inconsistently across databases — from $1.8M (Tracxn) to $3.52M (CB Insights) to $6.04M (PitchBook). EIN Presswire + 2 Multiply + 2 Crunchbase + 4 EIN Presswire + 3 Traction: Nordic agency clients include NoA | Åkestam Holst, NORD DDB and Anorak; a multi-agency deal was signed with the NoA Group across the Nordics, and in early 2026 Multiply signed Together Group (a 14-agency luxury/lifestyle collective) as its first international network client. Multiply was a top- 7 finalist (from ~500 applicants) in the Techarenan Challenge at Almedalen. Current status (2026): Active and expanding internationally; leadership is now fronted by Rasmus Adler Wahlberg and Oskar Malm (Wiklund). Martin Källström has exited operational involvement and now runs Kindship.AI and Nūvai. Details Founding story and evolution Multiply was founded in 2020. Its operating company is Fluent Development AB (Stockholm; CB Insights notes "Multiply was formerly known as Fluent"), and the product was launched publicly ("out of stealth") in November 2022, coinciding with Slush 2022 in Helsinki. Rasmus Adler Wahlberg — a serial entrepreneur (previously Fitness Collection) — is co-founder and CEO. Martin Källström — the Swedish serial entrepreneur behind Twingly and Narrative/Memoto (Narrative Clip lifelogging camera) and Heywear — joined as a co-founder and Chief Product Officer (and, per his own profiles, CMO). The product evolved substantially: Multiply 1.0/2.0 (2022–2023): a generative-AI "workspace" / "personalized assistant" to remove repetitive work and speed up content creation for teams; described by AI Sweden as "a bespoke, no-code AI platform for teams." At launch, CEO Rasmus Adler Wahlberg framed the value proposition in the pre-seed press release: "The power of AI offers a 10x speed increase to any use case, so you can fast track project timelines and produce more work, ultimately increasing your bottom line… This technology is like magic at your fingertips." Multiply 3.0 (announced October 2024): introduced an AI agent builder and "Playground" feature allowing users to build and test their own AI agents; rolled out in alpha alongside the existing 2.0 platform (help-center article authored by Oskar Malm Wiklund). Creative Operating System pivot (2024–2026): repositioned specifically for creative agencies — "the world's first Creative Operating System™" integrating AI agents into agency workflows (research, insights, strategy, creative execution), with an "Agent Studio." By 2026 the public site frames Multiply as a "collective brain" wrapping around marketing teams and agencies, emphasizing shared context, briefs, and reviews. People Rasmus Adler Wahlberg — co-founder & CEO. Marketing Report + 3 LinkedIn LinkedIn EIN Presswire Wikipedia AI Sweden AI Sweden Multiply Martin Källström — co-founder, CPO/CMO (active roughly 2020–2024). Oskar Lissheim Boëthius — co-founder (also board member of Fluent Development AB). Henrik Eneroth — co-founder; publicly announced the company's exit from stealth and the Bust investment on LinkedIn. Oskar Malm (Wiklund) — represents Multiply publicly (e.g., Techarenan/Almedalen) and authored Multiply 3.0 help-center content; part of current leadership. A design case study lists collaborators including Martin Källström, William Robinson, Rasmus Adler Wahlberg, Žygimantas Medelis, Oskar Boëthius Lissheim, Henrik Eneroth and Asko Nomm. Funding Pre-seed — $1.8M, announced Nov 16, 2022, led by Tera.vc (Tera Ventures), an Estonian VC. Martin Källström was the press contact on the release (martin@multiply.co). Tera co-founder/partner Stanislav Ivanov was quoted endorsing the product: "We're still in the infancy of end-user apps driven by generative AI… Multiply is solving the universally hard problems of productivity and collaboration." Follow-on — US$2.33M (~SEK 25M), reported by Nordic9 dated June 8, 2024, with round investors listed as Antler, Tera Ventures and David Klagsbrun (a founding partner of Stockholm VC Bust / Bust VC, which is named in the headline). Multiply's own blog post announcing the Bust investment is no longer live (404). Total raised: reported figures conflict — Tracxn ($1.8M, counting only the 2022 round), CB Insights ($3.52M, stage "Pre-Seed - III | Alive"; investors listed as Bust, Tera Ventures, Antler, AngelList, Bossa Invest and others), and PitchBook ($6.04M, with a partly different investor list including CVX Ventures and Alesco Ventures). The CB Insights ~$3.52M total is the most internally consistent (pre-seed plus the Bust follow-on). Traction, customers, partnerships Roots in the Nordic creative-agency market: clients/pilots include NoA | Åkestam Holst, NORD DDB, and Anorak. NoA Group multi-agency deal: after a successful pilot with NoA | Åkestam Holst, Multiply signed a Nordic-wide agreement to roll out across NoA agencies (NoA | Åkestam Holst in Sweden, NoA | &Co. in Denmark, NoA | Bob the Robot in Finland, NoA | Anorak in Norway). Erik Årnell (CEO, NoA | Åkestam Holst) said: "One of the most important roles of a creative agency is helping great talent do more of what they do best… With Multiply, our goal is to give our team the gift of time." Mikael Jørgensen (Group CEO, NoA) was also quoted. Together Group (early 2026): first international network client — a luxury/lifestyle collective — with rollout planned "across its global group of 14 agencies, starting with the luxury-lifestyle communications agency Purple, the Group's strategic foresight and consumer-intelligence agency The Future Laboratory and its corporate and financial communications agency Seven Dials City." Together Group CEO Christian Kurtzke: "We use AI to empower our creative teams and enrich creative conversations — never to replace them. For us, technology amplifies exceptional human work, enabling our talent to focus on what truly matters in luxury and lifestyle: purpose-led ideas, human creativity, emotion, taste, and cultural intelligence." Rasmus Adler Wahlberg: "Creative work is currently being reimagined in every way with AI, but what doesn't Victors EIN Presswire Marketing Report Roastbrief US change is the value of good taste and engaging stories. In a world of increasing AI slop, Together Group's commitment to creative excellence and global reach makes them a perfect partner." Recognition: listed in AI Sweden's "Swedish AI Startup Landscape"; top-7 finalist (from ~500 applicants) in the Techarenan Challenge at Almedalen (pitched by Rasmus Adler Wahlberg; Oskar Malm also represented the company). Sources that mention Martin Källström directly Multiply "Co-creating with AI" podcast (Spotify, Apple Podcasts, Acast, Amazon) — explicitly "Hosted by Rasmus Adler-Wahlberg and Martin Källström, serial entrepreneurs and founders of Multiply"; Multiply's own post introduced it as by "Rasmus Adler Wahlberg (CEO) and Martin Källström (CPO)." EIN Presswire pre-seed release (Nov 16, 2022) — Martin Källström listed as media contact (martin@multiply.co); the article's authored metadata names him. Crunchbase — lists Martin Källström as "Founder and Chief Product Officer @ Fluent Development AB." Design case study (victors.life/multiply) — names Källström among the Multiply team. Tracxn — names "Martin Kallstrom" among Multiply's founders. His own LinkedIn/X — "Founder, CPO, CMO at Multiply." Notable negative: independent Swedish tech-press (Breakit, Di Digital, Techarenan, Realtid, Norrköpings Tidningar, Ny Teknik) does not appear to have published an article directly quoting Källström about Multiply; his Swedish/international press quotes relate to his earlier companies Narrative/Memoto and Twingly. Current status (2026) Multiply remains active and is expanding internationally. Public-facing leadership is Rasmus Adler Wahlberg (CEO) with Oskar Malm. Martin Källström has stepped back from operational involvement — his LinkedIn headline reads "Founder, CPO, CMO at Multiply; now developing Kindship.AI," and he is currently Founder & "Chief Exploration" at Nūvai (a mental-healthcare AI venture) and founder of Kindship.AI, based around Norrköping/Kisa. He spoke as "Martin Källström (Kindship AI)" at NKPG Tech Day 2026 in Norrköping. Timeline 2020 — Multiply founded (Fluent Development AB, Stockholm); founders include Rasmus Adler Wahlberg, Oskar Lissheim Boëthius, Henrik Eneroth, and Martin Källström. Nov 16, 2022 — Out of stealth; $1.8M pre-seed led by Tera.vc announced at Slush 2022; Källström is press contact/CPO. ~Dec 2022–2023 — "Co-creating with AI" podcast launched, co-hosted by Wahlberg and Källström. 2023 — Nordic agency pilots (NoA | Åkestam Holst) begin; reposition toward creative agencies. ~June 2024 — Follow-on round (Nordic9: US$2.33M, ~SEK 25M) with Bust VC, Tera Ventures, Antler and angels. Spotify + 2 EIN Presswire Crunchbase LinkedIn LinkedIn + 2 2024 — Multi-agency NoA Group deal; Källström transitions out toward Kindship.AI. Oct 2024 — "Multiply 3.0" AI agent builder / Playground announced. Early 2026 — Together Group signed as first international network client; Multiply competes in Techarenan Challenge (Almedalen). 2025–2026 — Källström founds/develops Kindship.AI and then Nūvai (Norrköping/Kisa). Recommendations For a definitive account of Källström's exit and the exact funding structure, pull primary Swedish registry data: order the annual reports (årsredovisning) and board history for Fluent Development AB, org. 559225-3768 from Bolagsverket/allabolag/Ratsit. This will confirm (a) when Källström left the board/ownership, and (b) actual share capital and investor entities, resolving the $1.8M/$3.52M/$6.04M discrepancy. To recover the Bust announcement and any Källström quotes, check the Wayback Machine for the dead URL multiply.co/post/multiply-secures-investment-from-bust and for Henrik Eneroth's LinkedIn post announcing the Bust investment. Treat total-funding figures as a range ($1.8M–$6M) until registry-confirmed; cite the Nov 2022 $1.8M pre-seed (well documented) and the June 2024 Bust follow-on (Nordic9: $2.33M) as the two confirmed events. If the goal is Källström-centric sourcing, prioritize Multiply's own podcast and the 2022 press release, since independent press coverage of him at Multiply is thin; his richer press archive concerns Narrative/Twingly. Thresholds that would change the assessment: a new priced round, an acquisition, or a leadership announcement would update the "still active, founder-led, expanding" conclusion; conversely, a dissolved- entity filing at Bolagsverket would signal wind-down. Caveats Name collisions are severe. At least six unrelated "Multiply" entities exist (a US B2B ad agency founded by Matt Jayson, which raised $9.5M in March 2026; a UK fintech advice app; Multiply Labs; Multiply Ventures in India; Multiply Group in the UAE; and Multiply Media). All funding/traction claims here refer only to multiply.co / Fluent Development AB. Funding totals conflict across Tracxn, CB Insights and PitchBook; the Bust round amount is reported ambiguously (a "SEK 25 million" headline vs. a $2.33M round-value field in the same Nordic9 source — these roughly reconcile at 2024 exchange rates). Källström's exact departure date is unconfirmed; evidence indicates a gradual step-back during late 2023–2024. Crunchbase still nominally lists him as CPO of Fluent Development AB, which may lag reality. Some sourcing is self-reported (LinkedIn, company blog, press-release wire, database aggregators such as Tracxn/CB Insights/PitchBook) rather than independent journalism; financial figures from allabolag/Ratsit are aggregator representations of filed accounts. Demand Gen Report