A Startup of the Year "brag" on International Womens Day

Let me start by saying it outright - Yes, this is a brag post. And here’s why I think that’s okay, especially today.

First, some context.

I’m one of two female founders (out of three) in our company. And while things are slowly improving, women are still heavily underrepresented in startups. Capital, attention, and opportunity still disproportionately flow to men.

So yes, I think there’s still value in taking space. In saying things out loud. In not downplaying achievements. And me, Angel and Daniel really achieved something together with our team, worth saying out loud.

Second, building a company is a ride.

Anyone who’s done it probably knows the feeling: you can wake up convinced you’re the worst in the world, and go to bed celebrating something you didn’t see coming.

That was my Friday.

After a pretty terrible morning, I found myself standing on stage that same evening, in front of 600+ people from the business community, accepting the Startup of the Year award on behalf of the Edda team.

And the contrast of that day says a lot about what this journey actually is. Because building a company is not easy. Not even close.

But it’s also one of the most meaningful things I’ve ever done.

I’m incredibly proud - of the award, yes - but even more of our diverse team, and of the work we’re doing. Trying to make the publishing industry a little more transparent, a little more fair, and ultimately more sustainable.

As the jury put it:

"Books are one of our strongest democratic foundations. Stories carry the power to shape how we think and see the world."

Being able to contribute - even in a small way - to better conditions for authors and publishers… that’s pretty special.

So yes. This is a brag post.

But it’s also a thank you.

To Trollhättan Business Awards. To Innovatum. To our investors who believe in diverse teams.

And most of all - to our team. 💜

- Sofia Svärdh, CEO and Founder of Edda Pay