We build exponential companies
that chase the new normal of their industry
by redefining business models
with the use of software & technology
made by diverse teams
resulting in extraordinary returns.
New Normal Group is an entrepreneurial investment group.
We found, co-found, invest in, incubate, and scale growth companies.
We are not limited by the traditional structures of venture capital. We invest in companies across different lifecycles, from startup, through seed and scale up. We also found, co-found and incubate new startups when we see the right opportunity.
As we ourselves are entrepreneurs and have significant expert resources we are hands on to help our companies on their growth journey.
Key to all our companies is that they either build software or utilise software to rethink business models.
Passion fuels our creativity and drive
Speed to adapt, improve and execute
Execution makes ideas a reality
Entrepreneurship creates value and challenges the status quo
New Normal Group was founded in 2012 as ‘Assetto Capital’ by Jon Endre Gjærum and Aleksander Farstad. The mission was to invest in software-enabled growth companies using a hands-on approach that combined their backgrounds in finance, software and entrepreneurship. Lene Aspen Nilsen and Sverre Holter-Sørensen joined the team later in 2012.
Asetto Capitals’s first exit was completed by the selling of Algalif, a state-of-the-art sustainable micro-algae plant in Iceland worth $50 million USD. Our role helped take Algalif from a research project, through scale-up, and eventually to exit. In the same year, we also took leading management roles at eZ Systems through a successful restructuring overhaul.
Snowball Digital was founded with the ambition to harness the power of team diversity to design, develop, and launch addictive digital products. Today, Snowball delivers product strategy, product design, product engineering and growth marketing services. The combination of expertise from software, media, art, marketing and physical product development makes Snowball unique in the world of industrial design.
Snowball was a main contributor to the re-launch of the company Skiens Cykkelfabrik (now also known as Speed Cykkel) 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 timeless bicycles without compromising on quality.
Crystallize was incubated from Snowball Digital as the first entirely founded and incubated company from the group. And it was here that the journey to becoming a global software company began. Two decades later, with the success of demanding global enterprises, innovative business modeling and internet craftsmanship, Crystallize is helping define the future of online experiences.
Assetto Capital was renamed to 'New Normal Group’, and the B2C investments of the Farstad brothers were merged to create Tilamork - Lifestyle Industries, now backed by investments in three distinctly different 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.
The New Normal portfolio has grown to include 15 companies, each offering hands-on execution power and diversity across a range of competencies and expertise. Today, the focus on building and scaling growth companies is stronger than ever before. We plan on continuing this through our entrepreneurial and industry-driven approach, taking a bold stance against traditional venture investor philosophies.