Onboarding call · Maya Lindqvist
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Maya <> Elena · Nordpay onboarding
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before you start
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Research is in
Maya's profile and post history are in the Brain, and they are below.
WhatsApp is set up
The welcome can go out the moment the call ends.
Maya in brief
- ·Founder & CEO of Nordpay: Stockholm, about 40 people, Series A. Six years in Klarna's payments infrastructure before founding it.
- ·The wedge is settlement speed: merchants get paid in about 4 hours against a 7 to 14 day industry default. She quotes both numbers unprompted.
- ·Invoice factoring is Nordpay's most requested feature and she refuses to build it. Said twice on podcasts, never on LinkedIn.
- ·Watch-out: her co-founder left in March and she has said nothing publicly. Let her bring it up; nothing about it goes into content without her explicit yes.
working hypothesis
rough suggestion, react to it on the callMaya is the ex-Klarna insider building the part of payments nobody demos on stage: the moment the money actually lands. Her edge is the refusal, what Nordpay will not build and why.
possible content pillars
- The payments plumbing nobody sees: settlement, payouts, FX, told from inside the machine
- Founder lessons from Klarna to 40 people: what carried over, what she had to unlearn
- What we won't build: product refusals and the reasoning behind them
what we know going in
- +46 70 312 44 87 · connected
- Website
- nordpay.se
- ICP profiles
- 3 provided · founders and finance leads of Nordic SMB platforms
- Consent
- recording and publishing consent given at signup
research
Nordpay · the company
- Payments infrastructure for Nordic SMB platforms: Stockholm, about 40 people, Series A. Platforms embed Nordpay so their merchants get paid out directly.
- The wedge is settlement speed. Merchants get paid in about 4 hours; the industry default is 7 to 14 days. She quotes both numbers unprompted in every interview.
- The most requested feature is invoice factoring, and Nordpay refuses to build it. The refusal shows up twice in podcast appearances and nowhere on LinkedIn.
Maya on LinkedIn
- 1,840 followers, roughly one post a month, almost all company announcements that read like press releases.
- Her two opinion posts (against BNPL for B2B, against hidden FX fees) did 4 to 6 times her baseline. The voice exists; there is no system behind it.
- Six years in Klarna's payments infrastructure before founding Nordpay. Ex-colleagues are heavily represented in her network.
the call, phase by phase
1Sharpen the audience
Get from 'Nordic SMB platforms' to real people with names and situations.
- ·Which platform founder would you clone as a customer, and what was happening the week they signed?
- ·When a merchant complains about payouts, who inside the platform feels it first?
2Pain map and her value
Check the researched pain map against real conversations and capture the settlement anchor in her own words.
- ·Walk me through the last merchant who almost churned over payouts: what did the waiting cost them?
- ·What have platforms tried before Nordpay, and where did it break?
3Pillars and the first post
Let her reweight the three pillars and land the factoring refusal as the first post.
- ·Which pillar do you have five stories for right away, and which one feels like homework?
- ·Someone asks why Nordpay won't do factoring: give me your answer, word for word.
Briefed from the onboarding form and research (today 09:40). A guide, not a script.