The Swedish Concept is a small firm of senior finance people who step into companies at their most demanding moments — a sudden vacancy, a restructuring, a transaction, or growth running well ahead of the organisation beneath it.

What we bring first is clarity. Before anything can be solved, someone has to say plainly what is true: what the numbers actually show, what the business can afford, what has to change and in which order. It is unglamorous work and it is most of the job. What presents as a finance problem is usually a decision nobody has made yet.

Then we stay. We are not advisors who deliver an analysis and leave you with a deck. We take a company on as if it were our own — rebuild the model, rework the process, sit in the difficult meeting, and remain until the change has actually landed in the organisation rather than in a document.

Where we're strongest

Financial control travels well between industries, and we work across them — retail, SaaS, aviation, manufacturing, professional services. Our depth, though, is in creative, design-led and luxury businesses. Those are companies where the brand is the asset, where taste and margin have to be held in the same hand, and where a finance function that doesn't understand the creative side does genuine damage. We have spent our careers in that tension and we are comfortable there.

The people

The firm was founded in 2022 by Gustav Jörtsö, who has a proven track record in leading high-impact transformations. Expert in driving rapid growth, restructuring, and financial turnarounds for both three-digit growth entrepreneurial and mature public companies. Adept at partnering with CEOs to deliver strategic insights and operational efficiency.

We keep the firm deliberately small. Every engagement is led personally by one of us, and we work from Stockholm and Paris.