According to the company, more than 6,000 European companies are using SuperOffice CRM products. SuperOffice has been owned by the Danish investment firm Axcel since 2020.[3]
History
SuperOffice was founded in Oslo, Norway, in 1989 by Une Amundsen with a clear vision: to create software that would support the needs of salespeople by making their everyday work easier.[citation needed]
In its early years, founder Amundsen internally referred to the company as "Superland". The name was used informally within the organization, accompanied by symbolic elements such as a written constitution and company 'passports,' which remain part of the company's internal culture.[4] Under Amundsen's leadership, the company grew steadily and, in 1997, was listed on the Oslo Stock Exchange[5] under the ticker symbol SUO, where it remained until 2009.[6][7]
In 2017, founder Une Amundsen passed away. Three years later, in April 2020, SuperOffice was acquired by the Danish investment firm Axcel.[8] That same year, in September, SuperOffice expanded its European footprint with the acquisition of the Dutch software company Infobridge.[9]
In 2024, SuperOffice appointed Lars Engbork as CEO, bringing leadership experience from Visma, e-conomic, Oracle, and SimCorp. The company also hired Thomas Rødseth as Chief Product and Technology Officer and Bettina Isabelle Berntsen as Chief Marketing Officer.[1]
In June 2025, SuperOffice announced that Axcel had established a €266 million continuation fund, led by Carlyle AlpInvest, to extend its ownership and accelerate growth.[10] The investment was aimed at expanding AI capabilities, pursuing strategic acquisitions, and strengthening the company’s market position across Europe.
Since Axcel’s original acquisition in 2020, SuperOffice has delivered double-digit organic growth and grown its cloud annual recurring revenue (ARR) to nearly three times its initial level.[11]
Acquisitions
On 27 August 2025, SuperOffice announced the acquisition of Swedish software company i-Centrum AB, a long-standing partner in its ecosystem. i-Centrum develops CRM-related modules and app integrations, including solutions for field service operations, quote management, booking systems, and contract management. The deal marked the first strategic move following Axcel’s renewed investment in June 2025.[12]
On 3 June 2025, SuperOffice secures significant backing from Axcel via a €266 million continuation fund, led by Carlyle AlpInvest, to accelerate European growth, expand AI capabilities, and pursue strategic acquisitions.[13]
On 14 April 2020, SuperOffice announced its acquisition by Danish investment firm Axcel.[14]
On 14 September 2020, SuperOffice acquired the Dutch software company Infobridge.[9]
Services
Software
SuperOffice provides customer relationship management (CRM) software delivered as a cloud-based (SaaS). The system includes modules for sales, marketing, and customer service, with options for ERP integration, additional apps, and industry-specific solutions.
Consulting
In addition to its software platforms, the company offers consulting services such as implementation, system integration, training, and user support. Its product strategy is designed to cover the full customer lifecycle, extending beyond the sales process.
In addition to its software platforms, SuperOffice offers consulting services designed to support long-term CRM adoption and value realization. These include Fast-Track CRM, a structured implementation package with pre-configured workflows for sales, marketing, and service processes, and the CRM Success Program, which provides continuous advisory support, user training, data quality monitoring, and system optimization after go-live. The company also provides tailored consulting for integration, custom workflows, reporting, and training across sales, marketing, and service processes.
Artificial intelligence
In January 2025, SuperOffice launched SuperOffice Copilot[15], an artificial intelligence assistant integrated into the SuperOffice CRM platform. Copilot is designed to automate repetitive tasks, provide real-time insights, and generate contextual recommendations for users. Its functions include drafting emails, creating follow-up tasks, summarizing customer interactions, and identifying sales opportunities. The tool is intended to support sales, marketing, and service teams in managing customer relationships more efficiently.
The system is developed and maintained in-house, with an emphasis on compliance with the General Data Protection Regulation (GDPR) and the needs of European businesses.
SuperOffice has stated that artificial intelligence is a central part of its product roadmap, with Copilot positioned as the first step.[16] According to company announcements, future plans include expanding AI functionality within the CRM platform to support tasks such as automating routine processes, and aligning these developments with the company’s “Relationship Loop™” framework.[17]
SuperOffice’s stated corporate values include Be true, Stay sustainable, Put people first, Utfordre (a Norwegian term meaning “Challenge”), and Keep it simple.[18]
Employee engagement initiatives include professional development programs, workplace policies aimed at inclusivity, and activities related to employee well-being. The company has also established a Sustainability Committee[19] to address environmental and social impact within its operations.
SuperOffice’s corporate culture reflects its origins as a company focused on usability and customer-oriented software design. The company also promotes a culture of co-creation with customers, engaging them through feedback loops, pilot projects, and beta programs to influence product development.
According to media coverage, under CEO Lars Engbork’s leadership, SuperOffice has undergone a strategic transformation focused on accelerating product innovation, embedding artificial intelligence into its CRM platform, and adapting its services to deliver more measurable outcomes for its customers.[20]
Leadership (2025)
As of 2025, SuperOffice is led by CEO Lars Engbork, who joined the company in 2024 after senior roles at Visma, e-conomic, Oracle, and SimCorp. The executive team also includes Ole Erlend Vormeland (Chief Financial Officer), Thomas Rødseth (Chief Product & Technology Officer), Camilla Heidenreich Bommen (Chief Commercial Officer), Bettina Isabelle Berntsen (Chief Marketing Officer), Erlend Mohus (Chief Strategy & Acquisition Officer), Jessica Hartenberger (Head of People), and Julija Ražanskienė (Managing Director of SuperOffice UAB in Lithuania).[1]
Conferences
SuperOffice hosts an annual customer and partner conference called CHANGE[21], considered the company’s flagship event across its European markets. The event covers topics related to digital transformation, customer relationship management (CRM) industry trends, and product developments. It is attended by business leaders, customers, partners, and industry experts from across Europe.
The program typically includes keynote sessions, product demonstrations, training workshops, and networking opportunities. Recent events have focused on themes such as artificial intelligence, automation, and balancing innovation with customer relationships.
The conference has been held in cities across Europe, including Oslo, Stockholm, Utrecht, and Copenhagen. Speakers have included SuperOffice executives, customers, partners, and external representatives from the technology and business sectors.
Design Awards
SuperOffice CRM 5 was recognized with the Norwegian Design Council's Award for Design Excellence in 2002. [22]
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