About

The imove team consists of green entrepreneurs, digital doers and automotive enthusiasts. Our vision is to shape the future of the mobility industry!

Our DNA

Norway sits in the far North of Europe – known for its fantastic fjord landscape, northern light, and polar bears. But did you know that Norway is also one of the most digital countries globally, is a primary global provider of pure renewable waterfall energy, and has the highest density of electric vehicles?

Norway is by far the country where EV adoption has come the furthest. Fully electric vehicles account for over 75% of new cars sold in major cities, and the electric vehicle share is closing to 25% of the total car fleet in some cities. During the last decade, Norway has acquired hands-on experience of what it takes to electrify the vehicle fleet, experienced radical changes in consumer behavior, and worked out pioneer industry recipes to adapt and benefit from the electric revolution.

This Norwegian DNA was a crucial part of how imove started. The existing automotive industry is being turned upside-down by significant changes - a perfect storm for challenging traditional ways and launching new services. Consumers demand more environmentally friendly transportation and easily accessible digital services that seamlessly adapt to unique needs and convenience-oriented lifestyles. A car subscription service provides the needed flexibility and bundles services that meet modern customers’ expectations.

Car subscription is expected to make a substantial impact on the Automotive industry. OEMs and industry experts estimate that 20-30% of new car sales globally will be in the shape of a subscription service already by 2025. Today car subscription and bundling services are top strategic priorities for any Automotive executives.

What we do

The imove platform enables third-party players across industries like automotive, finance, insurance but also electricity and telecom, to use their white-label technology to offer car subscriptions as an alternative to car ownership or leasing.

imove has also built an extensive fleet of electric vehicles in its own car subscription service. The imove service lets the end-user subscribe to an electric car for an all-inclusive monthly fee, including unique features like access to a weekend car, free mileage, home delivery, seasonal tire change at the customer’s home amongst others. We know what it takes to scale profitable and customer-oriented car subscription services.

The team

The team is led by Hans Kristian Aas (CEO) and Gunnar Birkenfeldt (CPO)

Owning a car may seem like an aspiring idea, but many car owners have experienced that it could also lead to some headaches. Enabling the Automotive industry to be more customer-oriented has been a driving motivation for the founders.

imove’s organization has grown significantly over the last few years. Today, imove has a multinational presence and more than 50 employees in offices in Norway, Sweden, Denmark, Germany and the Netherlands.

Take a look at our Career platform to learn about our awesome team of mobility rockstars.

The team

The team is led by Hans Kristian Aas (CEO) and Gunnar Birkenfeldt (CPO)

Owning a car may seem like an aspiring idea, but many car owners have experienced that it could also lead to headaches. Enabling the Automotive industry to be more customer-oriented has been a driving motivation for the founders.

imove’s organization has grown significantly over the last few years. Today, imove has an international presence and more than 50 employees in Norway, Sweden, Denmark, Germany, and the Netherlands.

Take a look at our Career platform to learn about our incredible team of mobility rockstars.

The idea

imove started as a collaborative idea between the car division in Frydenbø Group - Frydenbø Bil AS and NEW & Company AS.

Frydenbø had a hypothesis that in the future, a growing part of the customer segment would favor flexibility and sharing of cars rather than owning their own. NEW contributed their entrepreneurial spirit and competence within disruptive technology. Phase one of the cooperation started as an innovation project, “Mobility as a Service,” to learn how to create an ideal customer journey that would meet the changing demands and capitalize on the presented business opportunities.

imove was founded in August 2018, with a 60%/40% ownership split between Frydenbø Bil and NEW & Company and select partners.

New partners

At the beginning of 2020, imove did its first capital raise open for external investors.

One of the leading Nordic automotive players, Hedin Automotive, and DSD, a Nordic transportation player, invested in the company. Hedin and DSD brought additional industry knowledge and scalability into imove. imove had a 20% monthly growth throughout 2020 despite the challenging landscape caused by the Covid-19 pandemic.

imove went international in 2021, and in the summer of 2021, imove closed a 21 MEUR Series A capital raise. The capital raise was led by leading European automotive marketplace AutoScout24 and followed by VCs Norselab and Idekapital, climate fund Nysnø and Automotive fund Rothschild Vazuki.

imove´ s story has just begun, and we can’t wait for the next chapter!

Meet the people

Gunnar Birkenfeldt

CPO & Co-Founder

Gunnar is our Chief Product Officer. He is considered a pioneer in the automotive scene and has provided Norwegians with the most incredible super sports cars for more than a decade. He is one of the founders of imove and has been on the team from the start. Even though he is a true car enthusiast, you’re more likely to see him cruising around on one of his many e-scooters.

Hans Kristian Aas

CEO & Co-Founder

Hans Kristian strongly believes that imove thrives through focusing on customer satisfaction and the providing of seamless services. He loves disrupting traditional industries with innovative business models. Hans Kristian used to be head of Future Tech in Accenture. He drives an electric car with his e-scooter easily accessible in the back seat. Hans Kristian founded imove together with Gunnar in 2018.

Jørgen Johansen Landsnes

CTO

Jørgen is our IT architect and developer who loves to turn ideas into digital reality. He puts user experience first while creating good designs that make solutions easy and efficient. Jørgen has a background in Software Engineering and holds a Masters's Degree in Software Development from the University of Bergen.

Joakim Sælemyr

Chief Architect

Joakim is our senior Architect and genuinely loves to transform post-its into digital magic. His career experience from both insurtech and fintech come in handy as Automotive now goes digital. Joakim holds a Bachelor's in Games Design from Westerdals.

Joel Sundström

Head of New business and Growth

Joel is dedicated to making our corporate customers succeed and scale their businesses. He has a strong passion for changing the automotive industry and is removing barriers for other companies to launch unique car subscription services. He mainly works with our internationalisation and B2B project deliveries.

We walk the talk

To ensure state-of-art cutting edge solutions we don’t just sit in our office and develop software. In 2018, we "took our own medicine" and rolled out imove as a Car Subscription Service. Every day we get hands-on experience and analyse our own success which continuously improves our service.

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