2025 has been a year of change at LOUHE: new leadership, evolving roles, and the determination to build a stronger foundation for the future. Although CEO Jonas Lundberg hasn’t yet reached his first 100 days in the role, his view of the year is clear: “It’s been a true start-up year, full of learning, recalibration, and finding our footing. And it has been extremely interesting.”
Below is his reflection on the past year, the lessons learned, and what LOUHE is preparing for in 2026.
A Year of Change and Steady Progress
LOUHE entered 2025 with ambition, but also with the reality of being a small team aiming to climb several mountain peaks at once. According to Jonas Lundberg, the biggest challenge was focus:
“With relatively limited resources, we tried to conquer many peaks simultaneously. Now it feels like we’re climbing the right one, and we have a solid plan for the selected path.”
Despite the challenges, the team delivered significant progress and strengthened its sense of shared purpose. The year did not bring headcount growth, but it did bring something equally important: cultural alignment.
“From the beginning, the team has been robust. This year has really solidified the culture. Everyone is rowing in the same direction, fully committed to the journey.”
Customer Insights Shape the Product
A couple of customer cases stood out this year, both reinforcing LOUHE’s direction. In one environment, LOUHE addressed issues related to security, safety, and usability that other solutions fail to resolve. In another, the customer recognized the solution as highly relevant for daily security operations, clearly improving operational efficiency.
Customer feedback overall continues to guide the company’s development:
“Our approach is always customer-driven. If something doesn’t work, we need to change it. This way, our message to the market becomes sharper and resonates better as we progress. This is important given that fluctuations in both the global economy and the security environment highly affect buying behavior.”
A key learning from 2025 was the importance of strengthening the customer perspective even further.
Looking Ahead to 2026: Growth, Technology, and a Changing Security Landscape
For 2026, Jonas Lundberg highlights three main directions: clearer commercial focus, the first iteration of LOUHE’s renewed technology vision, and international expansion. The goal is not to replace the core, he notes, but to transform how it will be used and delivered in the future.
These ambitions align with a larger shift happening in the security industry. While many sectors already operate with advanced data and AI capabilities, security has been slower to evolve, a gap Lundberg expects to close quickly.
“There are systems, data, anomalies, and threats everywhere. I believe next year we’ll start seeing the turning point: better productivity, smarter use of information and a stronger push for data-driven decision-making.”
He believes physical and cyber security will increasingly merge: “It all connects. Prediction, prevention, and reaction. It’s increasingly about identifying oddities and anomalies in the environment, as well as in behavioral patterns. The more precise and efficient the reactive actions are, the better.”
A Leadership Perspective: Why This Work Matters
When asked what motivates him as CEO, Lundberg describes the broader context:
“We’re living through a shift in how security is perceived, from geopolitics all the way to the feeling of safety in the built environment. Security is a chain, and the feeling of security matters. We want to be the good guys. We want to make things more effective, more pleasant, and more affordable.”
Thank You to Clients, Partners and the Team
Jonas Lundberg’s message to clients and partners is clear:
“A huge thank you. It has been truly a two-way street — real collaboration and a genuine drive to find value together. Next year, stay sharp. The technology keeps evolving rapidly.”
And to the LOUHE team:
“Especially for this autumn, thank you. The work has been excellent, and I appreciate your dedication. Startups can feel chaotic from time to time, but the direction for us is clear. It requires resilience and will continue to require it. I’m honestly speechless about how good this team feels and how welcome I’ve felt in my first three months.”
Ready for 2026
LOUHE closes 2025 stronger, more focused, and more aligned.
A sharpened vision, committed team, and new markets ahead.
