We provide intelligent capital.

                                        We find innovative entrepreneurs. We enable expansion. We reduce risk.

What we do

Service Ventures provides expansion capital through our professional investor partners to entrepreneurs with well-defined needs of:

  • Cash
  • Marketing and advertising
  • Media
  • IT
  • Graphic design
  • Legal/Intellectual property/Patents

We are strong believers in providing best in class services and assisting in building the company bottom up will increase the probability of success and create greater value for all parties involved. Our investors are an exclusive group of excellent service providers and consultants within their respective area of expertise. Everyone’s interest is aligned and their work and commitment as investors goes way beyond the payment of an invoice.

Together we define the projects, set targets and clear deliverables, making sure we are all on the same page and have the same expectations. Project and resources is then allocated and delivered over an agreed period of time.

For Entrepreneurs

By providing expertise from our investors we aim to provide entrepreneurs with services enabling the company to focus on core business. Service Ventures is a partner from a company’s early needs to mature and more complex requirements. We invest smart money and provide a high degree of value to our companies such as:

  • the optimal blend between cash and professional services
  • creating long term relationships with service providers far beyond a paid invoice
  • build credibility, sound foundation and building blocks valuable for future investors and partners.

Together we define the projects, set targets and clear deliverables, making sure we are all on the same page and have the same expectations. The price of project and the valuation of the company is agreed and equity is exchanged in an off issue against invoiced amount.

Our Focus

We want to invest and team up with top entrepreneurs!

We want to enable entrepreneurs to build great companies by letting them focus on their business. Service Ventures will provide necessary building blocks to reach highest possible leverage when expanding.

We focus on innovative team leveraging technology and new business models.

The Team

The team consists of four seasoned investors and entrepreneurs with more than 50 years of experience from various industries.

Peter Martin, 1960

Peter has 15 years of experience in private equity and is also co-founder of the IT-company Connecta. He has a background in IT/Internet (IBM, WM-data and Connecta), Management (Connecta and IBM), media (Jerry Bergstrom AB) and a private entrepreneurship. He has also as a sole investor invested early in the listed company Biogaia and also been seed investor in the international music rights company Kobalt Music Group. Both of these companies are now world leaders in their respective industries.


Niclas Tordhag, 1964

15 years experience from venture and  private equity investments. Raised and managed 2 VC/PE Funds with +€50m AUM each – one with technology focus sponsored by Air Liquide, one with buy out focus sponsored by Natixis. Extensive experience from Early Stage and VC investments with MVI, ExaCapital, Global Responsibility and Angel investors.

Niclas has a Master in Law from Stockholm University and has held numerous of positions within Kinnevik, Comviq, Telenordia, British Telecom and Stratex Networks.

Fredrik Severin, 1961

Fredrik experience since mid-1990’ies in Venture Capital/Private Equity and Fund Management. Fredrik has been partner in MVI (Merchant Ventures Investment), Air Liquide Ventures and has been active in numerous private investments in IT/Telecoms, CSI/CSR and Clean Tech. Fredrik has also held various executive positions in international companies such as British Telecom, Telenordia, Song Networks/TDC, CSat Funds, Satisfy Funds, Systematic Funds and Global Responsibility. He has educations from Linköping’s Institute of Technology (MSc) and Henley Management College (MBA).

Johan Backfjärd, 1981

Johan has over 10 years of experience from high stakes poker both online and live. He also have a long experience of a lot of different investments. His education background is Technical Physics at KTH Royal Institute of Technology and Business at Umeå School of Business/Stockholm Business School.

Current Portfolio & Exits

Pecar since 2015

Pecar has been a small ongoing concern in allocating certified inspectors to the construction industry. Since we joined Pecar they are now expanding and are aiming to be the de facto standard in inspection services concerning everything from manpower to a cloud-based-service platform. Their aim is firstly to expand in Sweden and in a couple years’ time large countries in Europe.

For additional information in Swedish, see: www.pecar.se

Pressrelease 2016-01-20 – Service Ventures invest in Pecar (in Swedish)

Pecar in the press – Breakit 2016-01-25 (in Swedish)

Covr since 2016

Covr is providing one of the most advanced security platforms available for digital authentication eliminating passwords while simultaneously increasing security by putting the individual in control. Covr’s founder developed Covr’s predecessor specifically for the Swedish banking system, BankID.

For additional information in English, see: www.covrsecurity.com

Dugga since 2017

Dugga is an EdTech company developing tools by teachers for teachers. Dugga’s mission is to enable teachers to focus on teaching rather than administration and has its foundation in practical teaching as well as in deep research.

For additional information, see: www.dugga.se

Press 2017-01-18



Goobit since 2015

Goobit started BTCX as a very simple exchange service. Since then BTCX and Goobit has become an important player, pushing the Swedish bitcoin development forward. Exchange from SEK to bitcoin is still the core business, but to make bitcoin available is only one track. Bitcoin will also become more and more useful to consumers thanks to services and products developed at Goobit, all under one of this new industry’s best known brands, BTCX.

For additional information, see: www.goobit.se and www.bt.cx

Phoodster since 2015

Phoodster matches food offers and recipes to give the user delicious & local food, instantly to deal with the ”Dinner anxiety”. Recipes take into account individual preferences such intolerances or diets and are combined with deals in the local grocery store using Internet crawling and geo-positioning.

For additional information, see: www.phoodster.com

Wifog since 2015

Wifog an Mobile Operator where the user pays his/hers usage with points collected through purchases at Wifog’s partners, watch commercial messages or participate in marketing surveys. In Wifog’s app the user can monitor and collect points that can be used to for calling, texting or surfing on the internet.

For additional information in Swedish, see: www.wifog.com



Visiting address


Malmskillnadsgatan 32