Senior Management

The Freespee senior management team brings together years of experience in communication and software. Comprised of successful entrepreneurs and industry experts, they work tirelessly to nurture our teams and bring innovation to the business through product, technology and service.


Carl Holmquist


Carl is the co-founder and chief executive officer of Freespee. Together with his friend, Tobias Lindgren, they launched Freespee in 2010. Before Freespee, Carl & Tobias built and launched the cloud services for the Nordic Next Gen telco, IP-Only (EQT). Carl learnt the dynamics of using software to control the Telco stack whilst consulting for telcos such as Swisscom, Belgacom, Telenor, Allstream & Telecom New Zealand after his university studies. Carl has a passion for maths and behaviorial economics, and when he is not at Freespee loves to go wake boarding or mountain biking, and spend time with his family exploring the Swedish countryside.

Tobias Lindgren


Tobias is the co-founder and chief technology officer for Freespee. Having worked at IP-Only with Carl Holmquist the two gentlemen combined their engineering knowledge to create Freespee. Prior to Freespee Tobias was a senior software engineer for a number of nordic cloud successes such as IP-Only and WinEasy. A fan of the outdoors Tobias loves to travel and explore nature with his family mountain biking and alpine skiing.

Senior Management Team

Thomas Sevège


Thomas has a long history of working with fast growing companies from an early stage and turning them into market leaders. One of his greatest achievements was his work with BeON and Tradedoubler. At BeON, Thomas led the growth of the video distribution network across 100 countries in less than 18 months and made it a critical asset in a $100M exit. While with Tradedoubler Thomas was part of the senior team that led the company through its IPO and achieving a billion dollar valuation. As a frenchman, Thomas loves his food and can often be found enjoying french riviera cuisine in the south of france with his family or skiing in the Alps during the holiday seasons. As a frenchman, Thomas loves food and wine, and can often be found cooking mediterranean cuisine. When not working or cooking, you have a good chance to find him on a tennis court.

Daniel Petrell


Daniel brings to his role a strong, positive energy that is channeled into creating the very best experience for Freespee customers. He flexes his strategic skills across account management, sales, marketing, product and engineering to ensure our customers are at the core of everything we do. Having worked with Carl and Tobias at IP-Only Daniel was one of the first key hires to help start the companies sales initiatives. Daniel has worked in business development and account management for companies like IP-Only, the Nordic Next-Gen Network, Ementor and BEA Systems spanning a career of more than fifteen years.

Daniel has a passion for gadgets and outdoor activities, and when it’s possible, loves to combine the two with his family. Life at it’s best.

Niklas Malmgren


Niklas leads the product development team. Prior to Freespee, Niklas worked at Klarna, and was heavily involved in the back-end and front-end development of the platform that has since revolutionised the online payment gateway for ecommerce companies. His vision and expertise saw him gain three promotions in three years from developer to managing a team of developers. An avid learner, Niklas has studied both Computing science and Computer and System sciences, as well as rhetroic, ancient Greek, political science, and other mescellanea at Uppsala university.

Weather permitting, you can often find Niklas rambling Ultunaåsen, either together with his family, or with outlaw country in his earphones. He loves to cook, and he knows to appreciate a good meal.

Stephen Jacobs


Steve is our hands on leader who is proactive, creative and innovative in building the Freespee culture. With more than eleven years experience in marketing focused recruitment and HR, Steve creates a highly motivated workplace environment, inspired by an entrepreneurial spirit to build a market changing product for our customers.

Prior to working with Freespee, Steve has worked both agency and client side procuring senior executives and engineers for some of the largest companies in the world, such as Bazaar Voice, McDonalds and Criteo.



Nick is an enterprise captain of industry with over eleven years experience in a variety of management and commercial roles. As the company's VP of UK Business development, Nick is responsible for creating and securing national business opportunities with brands, developing and managing acquisition strategies for key markets and verticals.

Prior to Freespee Nick has worked with some of the largest software companies in the UK, boasting senior roles with Experian, SAP, and Workday. Creating multi-vertical commercial strategies, building and nurturing teams, establishing relationships with c-suite executives, and more importantly creating value for his customers by understanding their needs and challenges.

Nick has a real passion for music, cookery and travelling, but he's happiest by the sea in Cornwall surfing and enjoying the beach with his wife and three children.

Adrien de Malherbe


Adrien is responsible for creating and securing international business oppportunities with brands, developing and managing acquisition strategies for key european markets and verticals. Adrien has been working in the sales and marketing industry for over eleven years, specialising in such fields such as mobile advertising, mobile applications and associated digital strategy. Having worked on some of the largest mobile and digital projects with WPP and AOL, Adrien has a proven skillset in being able to blend strategy with delivery. As a result, Adrien has been a lecturer at the Audencia Business School teaching Mobile Marketing & M-Commerce for Master degree students.

Adrien loves any sport on the land, sea or snow where he can get a board under his feet so can be found in his free time skateboarding, snowboarding, surfing and wakeboarding.

Allan Rechtman


Allans work is driven by his energy and passion for digital marketing. Allan uses his ten years experience working with international media agencies and companies to succesfully create and secure international business oppportunities with global brands, developing and managing acquisition strategies for key global markets and verticals.

Before Freespee, Allan was Havas Digital’s VP, Director of global client development, and oversaw global accounts across eight regions and worked with the product team to ensure that services, products and technologies were succesfully rolled out across the international network. Allan also ran Havas Digital’s Hyundai Kia business across 70+ markets and helped integrate digital as a significant part of the global comms strategy.

Jonas Hillström


Jonas is responsible for creating and securing international business opportunities with brands, developing and managing acquisition strategies for key european markets and verticals. Jonas has extensive experience in launching new products and developing business acquisition strategies for the digital and mobile industries, having worked for companies such as Soffiliate, Eniro and Value Click before joining Freespee.

Jonas is also an entrepreneur and co-founded one of Scandinavia's first social affiliate services, With Bloggerfy, Jonas established the service as one of the biggest traffic drivers in the Nordic region with more than 50,000 members and 400 e-retailers.