Building and Scaling a Software Platform for a Swedish PropTech Startup

The client, a Swedish technology startup developing a digital platform for residential real estate agents. At the outset, the company was at an early stage, with a small back-office team in Southeast Asia and headquarters in Sweden.

The founders were looking for a long-term partner who could support company development, operational scale-up, and cross-border execution. Accriona was engaged to help turn an early-stage concept into a functioning business with paying customers.

Residential real estate is a traditionally slow-moving industry. While digital tools had emerged, the end-to-end sales process remained heavily manual and fragmented compared to other sectors.

The client identified an opportunity to streamline real estate transactions by digitising back-office administration for agents. The platform was designed to reduce manual workload, improve efficiency, and allow agents to focus on sales rather than administration.

Beyond real estate, the underlying system had the potential to be adapted to other industries, creating a clear path for future growth.

Our team acted as an operational and development partner to the founders. The role went beyond advisory support and focused on building the foundations required to run and scale the business across Europe and Southeast Asia.

We supported commercial development, internal operations, legal structuring, and external execution, on-the-ground in Southeast Asia.

Sales structure and go-to-market setup

Accriona helped design and implement a practical sales structure. This included setting up a CRM system, defining sales processes, building sales and marketing materials, identifying and approaching potential clients, and supporting client meetings. The focus was on getting early traction and converting initial interest into paying customers.

Internal infrastructure and operating setup

We supported the design of internal systems and workflows, including shared file structures, data security measures, and integrations with relevant industry partners. The objective was to create a scalable internal setup rather than an ad hoc startup environment.

Legal and cross-border advisory

Accriona provided ongoing support on legal and structural matters, including cross-border operations between Europe and Asia, GDPR considerations, and early-stage capital raising topics. This ensured the company could scale without creating future compliance issues.

Website and external presence

Accriona led the website development process, coordinating design and execution with a development partner. The focus was on creating a clear, credible external presence that supported commercial discussions and customer acquisition.

Accriona supported the client in moving from an early-stage idea to a fully operating business:

• First paying customers successfully onboarded
• Customer base expanded to multiple real estate firms and independent agents
• Core business processes designed and implemented
• Cross-border operations stabilised between Sweden and Southeast Asia
• Internal teams trained to operate systems effectively

The client was left with a functioning product, a repeatable sales process, and a solid operational foundation to support future growth.