Addtruly is a technology company.
Addtruly is a technology company.
Addtruly has raised $240K across 1 funding round.
Addtruly has raised $240K in total across 1 funding round.
Addtruly has raised $240K in total across 1 funding round.
Addtruly's investors include J12 Ventures.
AddTruly AB is a B2B SaaS platform based in Gothenburg, Sweden, that enables companies to form transparent collaborations with global NGOs, generating authentic marketing content to showcase their corporate social responsibility (CSR) efforts.[1][2][3] It targets businesses seeking to align social impact with economic gains, such as attracting talent and customers through visualized CSR stories, while solving the challenge of making CSR profitable and communicable.[1][3] Founded in 2014 with a prototype-ready stage and a small team of three, AddTruly operates in digital marketing and nonprofit sectors, emphasizing simplicity, efficiency, and profitability in CSR strategies.[1][2]
AddTruly was founded in September 2014 in Gothenburg, Sweden, by Anna Urombi (CEO and co-founder) and Malin (co-founder and board member).[1] Anna, with a background in political science and international relations, drew from her experience at UN Headquarters in New York, field work in Brazil and Qatar with community-based NGOs, voluntary work in Uganda, and leading CSR projects as a management consultant.[1][3] This expertise inspired the platform to address how companies can contribute positively while boosting profitability through storytelling. Early team additions included Lella for business development (experienced in startups like Yellow Brand Protection), Stina as CTO for platform development and design, and Annika as chairwoman with CFO experience at firms like Ericsson and Nobel Biocare.[1] The company started as not incorporated, reaching prototype-ready stage with initial focus on matching tools for NGO partnerships.[1]
AddTruly rides the rising demand for purpose-driven business amid growing ESG (environmental, social, governance) pressures, where consumers and talent prioritize brands with verifiable social impact.[3] Its timing aligns with post-2014 shifts toward digital CSR tools, as companies face scrutiny over authenticity in sustainability claims, amplified by global challenges like inequality highlighted in UN work.[1][3] Market forces favoring it include the explosion of B2B marketing tech and nonprofit-tech hybrids, enabling scalable NGO partnerships without traditional overhead.[2][4] By democratizing profitable CSR, AddTruly influences the ecosystem, pushing competitors toward transparent impact storytelling and helping SMEs compete in talent wars.
AddTruly's lean prototype positions it for scaling via partnerships in Europe's CSR-heavy markets, potentially expanding AI-driven NGO matching or content analytics to capture growing ESG tech demand.[1][2] Trends like mandatory CSR reporting (e.g., EU directives) and Gen Z's brand loyalty to impact will propel it, though success hinges on user acquisition beyond Sweden.[3] Its influence may evolve from niche tool to ecosystem enabler, integrating with HR/marketing stacks—if it secures funding to grow beyond three employees. This echoes its core promise: turning good into profitable growth.[1][3]
Addtruly has raised $240K across 1 funding round. Most recently, it raised $240K Seed in September 2016.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Sep 1, 2016 | $240K Seed | J12 Ventures |