Askeladden & Co
Parkveien 12, Oslo, 0350, Norway
Overview
As an idea factory, incubator and investor– Askeladden & Co identifies opportunities, develop concepts and scale up companies. Our sweet-spot is in traditional industries that - until now - have seen limited consolidation, limited innovation, too high prices and a customer journey that has been standing still since the 90s. Askeladden & Co help entrepreneurs (Askeladder / Ash lads) succeed by mitigating the traditional risk factors one encounter when building a venture: funding access, low valuations and early dilution, limited experience and network, no salary and long timelines. Want to become an Askeladd? With or without an idea of your own - get in touch on martin@askeladden.co or 950 00 919.
- Total investments
- 2
- Lead investments
- 0
- Investments · 12mo
- 2
- Active investors
- 1
Sector focus
- Beauty
- Dental
- Food and Beverage
- Funerals
- Nightlife
- Personal Health
- Pet
- Restaurants
Investment portfolio
- Watchdog
Participated · Equity · Feb 2026
Founded in 2025 in Norway by former BCG consultants Benjamin Bjorvatn Øien and Halvor Reiten, Watchdog offers a plug-and-play AI solution that connects to existing accounting and ERP systems to scrutinize every incoming invoice. The software cross-checks invoices with contractual terms and historical price data, surfacing discrepancies without requiring changes to a customer’s IT stack. Early pilots with 15 clients—including Baker Brun, ScaleAQ, and David Andersen—have already uncovered more than USD 400,000 in erroneous charges, demonstrating meaningful savings potential. Implementation can take as little as one minute, highlighting the product’s ease of adoption. The company targets finance teams across sectors such as retail, food production, and aquaculture. Fresh capital will fuel accelerated product development, expanded sales efforts, and preparations for international expansion slated for 2026. No revenue figures have been disclosed, but management emphasizes a highly scalable SaaS model now focused on growth.
- Labrador CMS
Participated · Equity · Jan 2026
Founded in 2025 by former BCG consultants Benjamin Bjorvatn Øien and Halvor Reiten, Watchdog offers a ‘plug-and-play’ AI tool that connects to popular ERP and accounting systems such as Tripletex, Fiken, Microsoft and Visma. The software cross-checks every incoming invoice with the customer’s underlying contracts and historic price data, flagging mismatches in real time. Installation reportedly takes between one minute and one hour and does not require changes to a client’s existing IT stack. In pilots with 15 customers—including Baker Brun, ScaleAQ and David-Andersen—the system has already uncovered more than NOK 4 million in erroneous charges, with single discrepancies reaching hundreds of thousands of kroner. The founders position the product as highly scalable and plan to expand internationally later this year. Newly raised capital will be directed toward continued product development and commercial rollout.
Team
Lasse C. Smedsvig
Co-founder and Partner
LinkedIn