Lavendla
Nordic funeral services disruptor. Dual CPO/CMO role driving 75% revenue growth and #2 market position against century-old industry giants.
When I joined Lavendla as Chief Product Officer and Chief Marketing Officer, we faced the ultimate disruption challenge: digitizing an industry built on tradition and personal relationships. Funeral and family law services had remained essentially unchanged for decades, yet families increasingly expected digital convenience alongside compassionate care.
Our mission was clear: capture 5% market share and secure a top-three position against Sweden’s funeral giant Fonus.
We aimed to prove that “Vi gör det svåra lättare” (“We make the difficult easier”) could translate into measurable market leadership.
What we built, shaped, and launched
I led dual transformation efforts across product development and strategic marketing. We evolved Lavendla’s digital-first platform to seamlessly blend self-service planning tools with personal touchpoints, allowing clients to arrange everything from their laptop and then switch to video calls or in-person meetings without friction.
The product architecture supported three core services: funeral planning, family law assistance, and grief counseling, all accessible through unified customer journeys.
On the marketing front, we launched targeted campaigns that positioned Lavendla as the modern alternative while respecting the sensitivity of our audience. We developed content strategies that educated families about digital options without diminishing the importance of traditional ceremonies.
The memorial pages initiative became a cornerstone feature, allowing families to create lasting digital tributes while generating charitable donations.
Company
Role
Chief Product Officer, 2020-2022
Milestones
Increased revenue by +75% in 2020 to 71 million SEK. Mainly due to marketing, localization, and product optimization. I helped make Lavendla the #2 brand in Sweden behind Fonus.
Launched Lavendla in Norway, Denmark, and Finland.
Planned and executed product and marketing efforts to establish memorial pages in 2021, collecting over 4 million SEK for various charities.
Managed a distributed team of 5+ team members across development, design, SEO, and growth.
Swedish Lavendla website, lavendla.se, was localized in Denmark and Norway.
I managed a cross-functional team of five specialists spanning marketing, SEO, development, and product design. We expanded operations beyond Sweden into Norway, Denmark, and Finland, adapting our digital platform and messaging for each market’s regulatory and cultural requirements. Our nationwide network grew to 150 dedicated advisors, ensuring local presence supported our digital reach.
Highlights and Wins
We achieved 75% year-over-year revenue growth, reaching 71 million SEK and establishing Lavendla as the #2 funeral services brand in Sweden. The memorial pages have generated over 4 million SEK in charitable donations while strengthening customer engagement and brand loyalty. Our expansion into three additional Nordic markets created sustainable growth foundations beyond our core Swedish base.
Customer satisfaction metrics validated our approach, and over 6,000 published reviews maintained a 4.7/5 average rating, making Lavendla one of the highest-rated operators in Nordic funeral and estate services.
This combination of digital innovation and service excellence proved that traditional industries could embrace transformation without sacrificing quality or compassion.
Reflections
Lavendla demonstrated that even the most traditional industries can benefit from thoughtful digitization when technology serves human needs rather than replacing human connection. The dual CPO/CMO role taught me how product development and marketing must evolve together, especially when introducing new digital behaviors to established markets.
Our success came from respecting industry traditions while gradually introducing digital conveniences that genuinely improved the customer experience during difficult times.
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“Jonas kommer bidra med en enorm erfarenhet men också en unik spetskompetens. I våra ögon är han en av Sveriges vassaste produktägare, varför det var ett solklart val att knyta honom till Lavendla när vi fick möjligheten.”
Jakob Nordström, Founder & CEO
