Friends continues its expansion in the Nordics and is now taking an important step into the Danish market by appointing Morten Knold Lund to the Head of Denmark. With extensive experience in brand building and business development in the Nordics, Morten brings an entrepreneurial mindset and a clear focus on creating real value for customers.

Denmark is a strategically important market for Frends, where demand for modern integration and automation solutions is growing rapidly. Companies are looking for technologies that simplify workflows, strengthen data protection and deliver faster results. With Morten at the helm, Frends wants to offer just that through a stable and transparent platform that supports growth and long-term efficiency.

Morten emphasizes that Frends distinguishes itself by delivering more than what is promised.

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“Frends is a company with a long history that has developed over time. The platform is built on many years of expertise and a stable foundation that really delivers. We lay out our roadmap, show what we are working on and then deliver more than expected. That transparency builds trust,” says Morten Knold Lund, Head of Denmark at Frends.

Trust through transparency and real value

Morten's vision is clear. Danish organizations should experience an integration and automation platform that solves real business challenges and does not create more complexity. Trust is the most important component.

In a market where many people talk about innovation, Frends instead wants to demonstrate concrete benefits. This means faster project deliveries, improved data flows and solutions that allow companies to grow without increasing workload.

Morten believes that Danish companies not only demand innovation but also stability and clarity. That is why transparency plays such a big role. Friends openly communicates its technical roadmap, planned improvements, and ongoing updates. This makes it easier for customers to plan and feel confident that the platform is evolving in line with their needs.

A platform designed for security, compliance, and collaboration

For Danish activities are data protection and GDPR Compliance remains a high priority. Morten highlights that Frends offers great advantages through secure integrations and central control over data flows.

He also emphasizes a broader aspect. Integrations and automation shouldn't be limited to technical teams. The platform enables the entire business to collaborate more effectively.

“Significantly faster time to value and integrations that don’t just lie with technical departments. It’s about real collaboration across teams,” explains Morten.

This cross-functional working method is an important reason why Frends growing rapidly in the Nordic countries. Both business and technical teams can work together and reduce bottlenecks in digitalization projects.

Strong foundation for Danish market growth

Morten will focus on: strengthen Frend's presence in Denmark through local partnerships, customer success and close dialogue with Danish companies. The goal is to build a trusting ecosystem where customers feel supported from the first meeting to ongoing use of the platform.

The Nordic market is rapidly moving towards smart automation and Frends is positioning itself as a central player in this development. The appointment of Morten Knold Lund marks a significant step in the company's long-term strategy.

With a proven platform, transparent product development and a strong focus on customer value, Frends is ready to accelerate its growth in Denmark.