Being part of the early journey with Trustpilot has meant a lot to your development as a founder. Has it helped you?
It has had a tremendous impact on me today. Trustpilot was where I met Søren, my co-founder. Honestly, Openli was his idea. But it was the experience at Trustpilot that even got me thinking that it could be kind of cool to try one day. Otherwise, I wouldn’t have considered it. Reflecting on it, I learned much from seeing what Peter (Mühlmann, the co-founder of Trustpilot) went through. I didn’t even appreciate it enough at that time, but now I know what I know and think about Peter doing it all alone. At a very early age, this guy took a leap of faith and founded a company. He struggled for some years, started getting funding, scaling the team, creating the proper structure, sometimes failing, and carrying the mental load alone. I think that’s something that I have to say I admire. How could he do that for so many years without burning out? You don’t understand it until you’ve tried it.
Assumably, working in law is very structured and has clear guidelines to follow, while startups are often everything but that. How was the shift to startup for you? And what have you taken with you from the legal world?
I used to be corporate with corporate on top. Six years at Maersk, some time at Novo Nordisk and then six years at the law firm Plesner. Startup was outside the cards for me. When I came to the Trustpilot office the first day, I knocked on the door to what seemed like an apartment. This guy in socks and H2O flip-flops comes out, looking like he just finished grade school. And this is the company’s CEO, and I’ve said yes to working at it for a few months. I was in shock, but it’s precisely what I love today.
Startups are the best for that. They are chaotic —you’re constantly moving, learning, and fixing things on the go. My background gave me an appreciation for structure, but I had to adapt to the uncertainty and fast pace of startup. It suits us well because I am horrible at doing the same thing repeatedly, and I’m curious. That’s an incredible drive in a startup. But I still appreciate the structure, and you need that, too. It’s excellent with the fast-paced, energetic types drawn to startups, but you need different mindsets and personality traits on the team to balance it out.
How do you care for yourself through the chaos and the tough times?
When things become challenging, my default mode is trying to work out of it. When that happens, I neglect taking care of myself. Little by little, I skip a meal, forget to drink water or cancel a workout. If I’m not careful, I let go of everything that keeps me sane. Therefore, I will find the lowest-hanging fruits. I prioritise exercise. I must do something three times a week. I keep a water bottle on my desk that must be empty before I go home. Also, I always prioritise Openli; balancing work and family is crucial, and I always attend my boy’s soccer matches. Everybody knows I’m leaving early Thursday afternoon because my boys are playing soccer.
And then, finally, I and Søren have a strong partnership. We agree to be open with each other when things are tough. Just saying it out loud helps, and then we can help each other figure out a solution. Søren is a very ’what you see is what you get’ kind of person, and I’m more vocal. So, we balance each other out.
What has been your biggest drive and motivation as a founder?
The purpose. I’m passionate about privacy and believe Openli is how I can play a part in fighting for people’s right to own their data. In a world where everything is data, you don’t have control over your own life if you don’t have control over your data. In the US, big tech companies have a significant impact on elections. In China, everything is governed by the government. And in Europe, we’ve decided that you, as an individual, are in control. It’s not just about cookies and consents; it’s much bigger than that. Openli contributes to that awareness, and that purpose drives me.
Do you think about how you are a role model to others?
I don’t see myself as a role model. Role models are people we put up on a pedestal and hold to high standards. I wonder determining if I’ll live up to those. At least it’s not my focus. What I want to do is to show that being a founder can come in many forms. I’m a founder, but I’m also a lawyer and a mother of two. I didn’t have those role models, so I didn’t even imagine myself as a founder.
I share my experiences on LinkedIn to highlight that startup life is broader than the stereotype of it always being Marc Zuckerberg-glamorous. Sometimes, it also involves managing work from your car in between picking up kids or working on a bus to Aarhus for a client meeting. I don’t want to put the founder’s life on a pedestal; I want to make it very real. Others could relate and see themselves in it.
