Chasing the NEW NORMAL
It is about venturing into the unknown.
It is about daring to be different and challenge the status quo.
It is about believing in magic, because that is what we make.
Key to all our companies is that they either build software and technology or utilise software and technology to rethink business models.
It is the fuel that allows us to create great things.
It is the fastest to adapt and improve that are the winners in an ever-changing world.
It is not the ideas that make a difference; it is the ability to make them happen.
It is the market that validates what we create.
Our group consists of three portfolios:
New Normal Growth Services
Independent expert companies helping growth companies and ambitious enterprises succeed in a digital world.
New Normal Venture
An entrepreneurial industry-driven approach to venture investments. Focus on software- and technology-enabled companies with global potential. Key sectors are B2B software platforms, SaaS, Finch and IoT.
Tilamork Lifestyle Industries
B2C companies at the intersection of e-commerce, brand and digital media, where we can rethink business models with the use of technology.
The story of the New Normal Group began when Jon Endre Gjærum and Aleksander Farstad founded Assetto Capital. They wanted to combine their background from finance with their software industry and entrepreneurial experience. The mission was to invest in software-enabled growth companies with a hands-on entrepreneurial approach.
Our first exit was completed by the selling of Algalif; today a $50 million state-of-the-art sustainable microalgae plant on Iceland, which we helped take from a research project, through scale-up, to exit.
In the same year, we took leading management roles at eZ Systems and led their successful restructure.
Snowball Digital was founded with the ambition to build an international team of experts across different fields with the mission to design, develop, and launch addictive products.
Crystallize was incubated from Snowball, as the first entirely founded and incubated company from the group. The journey to becoming a global software company began. Snowball also contributed to the re-launch of the company Skiens Cykkelfabrik with the release of the limited edition Speed ONE bike. With a history that dates back to 1926, Skiens Cykkelfabrik’s mission is to build bicycles with timeless style and no compromise on quality.
Assetto Capital was renamed New Normal Group, and the B2C investments of the Farstad brothers were merged to create Tilamork - Lifestyle Industries. The group now had investments in three business areas. During the same year, Splæsh joined the group delivering stories with an impact through video content. Origami Paperworks was spun out from Assetto Capital, focusing on financial- and HR services for start-ups and growth companies. The group also founded Farstad & Co., a craft roastery focused exclusively on high-quality, sustainable coffee.
By 2020, the New Normal portfolio has grown to include 15 companies offering a significant hands-on execution power and a diverse range of competencies and expertise. We are more focused than ever on building and scaling growth companies by using a more entrepreneurial and industry-driven approach than many of the traditional venture investors.