Independent Advisory · Est. 2026
Strategic commercial and risk advisory for technology-driven companies.
Senior commercial and strategic advisory for founders and leadership teams of SaaS, technology and data-driven companies — from early stage through growth.
Enterprise contracts, operational risk, product, data and AI matters, and commercial frameworks that scale — so deals close faster and growth is not held back.
Working across European and international contexts, including the United States and Asia.
From the boardroom decision to the contract clause — translating complexity into practical business decisions.
01 — Positioning
Where growth becomes complex.
Commercial advisory built around scalable growth, operational resilience and long-term business infrastructure.
As a business scales, decisions begin to span product, contracts, data, teams and external relationships — and become difficult when these are not addressed together.
We support founders and leadership teams in structuring product, commercial and operational decisions with risk and scalability in view from the start — so they work in practice and hold over time.
This includes companies building SaaS platforms, AI-enabled products and data-driven services in fast-moving international environments.
International work
Across jurisdictions and business cultures.
We support companies and leadership teams operating across jurisdictions.
This includes cross-border commercial relationships, expansion into new markets and situations where differences in business culture, communication styles and decision-making processes affect outcomes.
The practice reflects experience across European and international environments, including the United States, as well as a developing focus on Asian markets.
About the firm
A boutique advisory practice, led by Anna Lotegen.
Lotegen Advisory supports founders and leadership teams in technology and growth-stage companies. Our work focuses on how businesses scale in practice — where decisions become more complex and need to hold over time.
Anna's background includes experience working closely with executive management and operating teams across SaaS, telecom and digital infrastructure, in Nordic and international markets.
- Background
- Executive & operating teams
- Sector
- SaaS, telecom & digital infrastructure
- Role
- Executive & board-level advisory
02 — Services
Strategic advisory. Commercial execution.
Contracts, SaaS, privacy, corporate matters and executive advisory — delivered as one integrated practice for technology businesses.
Strategic Advisory
Trusted external advisor to founders, management teams and boards — across the commercial, operational and governance decisions that shape how a business scales.
OutcomeA trusted sounding board for the decisions that shape your growth.
Risk & Scalability Advisory
Growth infrastructure advisory — identifying structural, contractual, operational and data-related risks before they block scaling, enterprise sales or investment.
OutcomeFewer surprises in enterprise sales, due diligence and funding.
Commercial Contracts & Negotiation
SaaS, MSAs, DPAs, licensing, enterprise customer and partnership agreements — drafted and negotiated to reduce friction and support enterprise scaling.
OutcomeFaster deal cycles and less friction with enterprise customers.
Growth, Investment & Ownership
Shareholders' agreements, ownership structuring, investor alignment and commercial structuring through funding, expansion and scaling phases.
OutcomeA clean cap table and ownership structure investors trust.
Ongoing External Counsel
Embedded strategic, commercial and operational support for scaling technology companies — long-term external counsel without a permanent in-house function.
OutcomeSenior counsel on call, without a permanent in-house hire.
Experience
Senior experience, applied to your stage.
Work built on in-house and advisory experience in SaaS, telecom and digital infrastructure — with executive teams, across Nordic and international markets.
- Education
- LL.M., Stockholm University
- Working languages
- English · Swedish · Finnish · Spanish
How an engagement starts
- 01
30-minute introductory call
Confidential and without obligation — we cover the situation, the constraints and whether we are the right fit.
- 02
A clear scope
From a discrete matter to ongoing support, agreed up front so you know what to expect.
- 03
Work alongside your team
Decisions structured with implementation in mind, so your team can move forward with clarity.
03 — Typical situations
Typical situations.
Founders and leadership teams typically reach out when:
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A business is moving from early-stage to more structured operations
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Key commercial partnerships or agreements need to be defined
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Structuring or scaling SaaS and platform-based business models
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Expansion into new markets or business areas is being considered
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Developing or scaling AI-enabled or data-driven products
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Investment, growth or strategic decisions are being prepared
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Additional senior input is required at leadership level
Get in touch
Scaling a technology business and facing a decision that matters?
Confidential · No obligation