The Nordic IT market is entering a new phase of rapid growth and technological change. Cloud transformation, digitalization and artificial intelligence (AI) are reshaping how companies work, innovate and create value. During Pax8 Beyond EMEA 2025 in Amsterdam met the IT industry David Treiberg, Regional Sales Director for Pax8 Northern Europe, to talk about the company's expansion, the development among partners and how Pax8 helps Managed Service Providers (MSPs) take the next step into the AI-powered future.

The Nordic region leads digital development

“The Nordic market is in a very strong position and is developing rapidly,” says David Treiberg. “There is a mature and technology-driven corporate culture here, where both private and public actors are quick to adopt new technology. The Nordic region is at the absolute forefront globally when it comes to digitalization – and now also in AI.”

Treiberger particularly emphasizes Sweden and Finland as two of the most forward-thinking countries when it comes to cloud and AI adoption. “Many international technology providers choose to launch their solutions in Northern Europe first, because the market here is so receptive to innovation,” he says. “A clear example is Microsoft Copilot – the Nordics are one of the regions in the world with the highest adoption rates.”

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Rapid growth for Pax8 in Northern Europe

Pax8 has experienced strong growth in Northern Europe over the past three years. From building the business from scratch The company has created a rapidly growing network of partners throughout the region.
“We have had fantastic development and see great engagement among our partners,” says Treiberg. “MSPs in the region want to grow, modernize their offerings and create even greater value for their customers through smarter technology.”

He believes that a central part of Pax8's success lies in close collaboration and strong sense of community.
“Ultimately, it’s all about people and relationships,” says Treiberg. “Our partner community is built on openness, collaboration, and shared knowledge—and that’s where innovation happens.”

AI as a catalyst for growth and value

For Pax8, AI is not just a technology trend – it is a strategic foundation for how the company supports its partners to develop.
“AI is not just about introducing new tools,” explains Treiberg. “It’s about creating tangible business outcomes – increased productivity, more efficient processes and new business models.”

To help partners on this journey, Pax8 offers its Guided Growth Program, which helps MSPs implement AI in a strategic and sustainable way.
“We always start with inspiration and education,” says Treiberg. “Then we move on to practical workshops where we help partners define goals, measure results, and translate the potential of AI into real business value.”

Change starts from within

One of Treiberg's most important messages is that partners must start using AI internally before they implement it with their customers.
“We often say ‘eat your own dog food,’” he says with a smile. “That means you first have to understand how AI works within your own organization—how it impacts workflows, roles, and outcomes—before you can really help your customers.”

The most successful partners, according to Treiberg, are those who combine technical courage with a will to lead change. “Change management is at least as important as technology,” he says. “The partners who dare to test, involve their teams and learn quickly are the ones that grow the most.”

Northern Europe as a model for the future

Three years after establishing itself in the region, Treiberg sees how Pax8's investment in Northern Europe has become a model for how the company wants to drive innovation in the rest of EMEA.
“The region sets the standard for how a modern, interconnected partner channel should work,” he explains. “It has a digitally mature infrastructure, high technical expertise, and a culture that values sustainability and security. These are perfect conditions for responsible and rapid AI-driven development.”

Pax8's strong growth in Northern Europe confirms this development. "The potential here is enormous," says Treiberg. "Our partner network is growing rapidly, and the level of innovation is increasing every month."

The future vision: An AI-ready partner channel in Northern Europe

As Treiberg looks ahead to 2026 and beyond, the goal is clear – to create an AI-ready partner channel in Northern Europe.
“We want all our partners to feel equipped to help their customers benefit from AI,” he says. “It’s about inspiration, support and clear steps – from strategy to implementation.”

Pax8 will therefore continue to focus on education, innovation and community building.
“For every partner who wants to be on the journey,” concludes Treiberg, “Pax8 is the right partner to grow with.”

By IT-Branschen Editorial Team | Interview with David Treiberg, Regional Sales Director Northern Europe, Pax8