Meet The Founders: Sofia Svärdh

Can you share a bit about who you are and what your background is?

I’m originally a songwriter and audio producer. But the struggle to live on music royalties led me to a gig editing audiobooks for Storytel, a Swedish pioneer in the book industry and at that time back in 2013 sort of a startup actually. My journey there spanned over a decade, during which I led their Production department, first here in Sweden and then globally, expanding to 25+ markets. Eventually, I moved into Product and Tech leadership, focusing on creating the tools, services, and compensation platforms for the creators' side of the business.

Other than that, I’m the mother of a pre-school son, a bonus mom to two pre-teen girls, a former competitive golfer who can finally enjoy just playing for fun again, and I would also claim I’m a professional commuter given that I share my everyday life between two homes on opposite sides of Sweden.

What inspired you to start Edda, and what's the biggest lesson you've learned on your entrepreneurial journey so far?

With Edda, we’re addressing the very challenge I had and that brought me here — with transforming the royalty ecosystem. I’m obviously very grateful for the journey that this problem led me out on, but when realising that problem can actually be solved, and that I’m in a position to actually contribute to solving that, together with two people I know are both great humans but also rarely suited to tackle this particular challenge, I just had to.

And one of the key lessons I’ve learned so far is about the balance between conviction and adaptability. Staying true to our vision and beliefs, but also being responsive and open to all the things we learn along the way. I’ve found that sticking to and often reminding ourselves about our vision keeps us purpose driven, but to reach our goals we also need to stay agile and embrace change.

How do you envision Edda's impact on the publishing industry, and what strategies are in place to achieve this vision?

There’s so much talk about the challenges that the book industry faces, and in my opinion, a lot of the strategies debated as solutions are looking either too much to past methods or too much to politicians for the answers. I am personally so motivated by finding a forward thinking solution that utilizes the technologies of today to create sustainability in the ecosystem, and I am so sure we can get there and ensure a great future for literature.

And I really believe Edda is one piece of that, because we ultimately want to be a key part of creating a new, more sustainable global standard, rooted in increasing transparency, efficiency, flexibility and fairness.

"We’re committed to finding ways to meet the diverse needs of both the authors and the publishers, actively engaging to guide them through that mindset shift in a responsive and mindful way"

What challenges do you anticipate in leading Edda towards its objectives?

As with any innovation, I think one of the main challenges is the initial resistance to change within the industry. Transforming these long-standing practices requires not just technological solutions but also a shift in mindset.

We’re committed to finding ways to meet the diverse needs of both the authors and the publishers, actively engaging to guide them through that mindset shift in a responsive and mindful way.

Looking ahead, what are some of the key initiatives or milestones that you hope to accomplish with Edda now and long term?

I’m really looking forward to launching our broader beta version that showcases the core functionalities—real-time sales analytics and faster earnings insights to more publishers and authors. Refining our product based on everything we learn from these early adopters and hopefully seeing the really positive impact we believe Edda can have.

More long term, again from the vision, we want to create a new standard, so helping to establish more equitable and sustainable business practices in publishing globally is I guess the ultimate milestone.

If Edda were a character in a book, how would you describe its personality?

She would be the wise guide who is always one step ahead, visionary and insightful. She brings clarity and confidence to those around her, and she is known for her ability to demystify complex situations and lead others towards enlightenment and success.

Join Edda

At its core, Edda is about changing the game for authors and publishers. We are here to introduce a solution that directly addresses the financial challenges authors and publishers face, reshaping the publishing landscape for the better.

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