Eidra invests in AI-powered SaaS company Etals
Johannah Albin (Managing Director Curamando), Jimmy Bergstedt (CEO Etals), Fredrik Palm (Chairman of the Board Etals), Joakim Rosén (CTO Etals), Fredrik Stejmar (CCO Etals), Johan Englund (Business Developer Curamando), Fredrik Montelius (AI Lead Curamando)
Curamando, part of Eidra, has entered into a strategic partnership and investment in Etals, a Nordic SaaS start-up based in Stockholm offering an AI-driven platform that automates and optimizes content processes. The platform is already being successfully used by several of Eidra’s consulting teams and clients, strengthening Eidra’s position as a leading partner for AI-driven transformation.
Curamando will drive the Etals initiative within the group, bringing together the strength of Etals’ SaaS platform with Curamando’s expertise and advisory offering.
Partnering with Etals strengthens Curamando’s strategic offering and IP in AI-driven transformations. New business opportunities will arise when combining consulting services with scalable technology, giving our clients significant efficiency gains and increased commercial value.
The collaboration between Curamando and Etals has already proven effective. During 2025, Curamando has delivered several client projects where Etals technology played a key role in winning and delivering the work, and additional client projects are in the pipeline.
“We are committed to continuing to integrate automation-first AI technology into Curamando's consulting services. We look forward to bringing our collaboration even closer and accelerating joint opportunities”, says Jimmy Bergstedt, CEO at Etals.
About Etals
Etals' platform automates copywriting, translations, product enrichment, SEO optimization and AI-enhanced search. It integrates with all major BI tools, automates insight analysis, and uses AI agents to execute business tasks and strategies directly within clients' existing systems. This enables content production for products, pages, landing pages, ads, newsletters and more that used to take months, now completed in hours, across multiple languages and markets simultaneously. https://etals.com/
About Curamando
Curamando accelerates growth through digital, data, and AI expertise. We guide our clients from strategy to execution, helping them navigate change and achieve lasting business impact. As part of the Eidra collective, we leverage deep capabilities across business, creativity, and technology to deliver measurable results. https://curamando.com/
Contact
For further questions or to request an introduction to Etals, please use etals@curamando.com for direct contact with the Eidra team and eidra@etals.com for direct contact with the Etals team.
Eidra is a consultancy collective combining consulting, creativity, engineering and data to help leaders create great change. With a unique model for orchestrating our capabilities, we move effortlessly from direction to execution. Resulting in new, more, or better business results.
Born in the Nordics and headquartered in Stockholm, we have brought together best-in-breed companies and built strong operations across Europe and in the US. Eidra is led by active founders and shareholders, in collaboration with minority owner Altor Equity Partners.