what we know going in
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- ICP profiles
- 3 provided — EU SMB merchants & fintech operators
- Strategy session
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research summary
Maya Lindqvist, founder & CEO of Nordpay (Stockholm, founded 2024, 11 people, seed-funded). Ex-Klarna payments infrastructure lead, 6 years. Nordpay does same-day merchant settlement for EU SMBs — positioned against the 7–14 day industry default.
LinkedIn today: 1,840 followers, posts roughly once a month, mostly company announcements that read like press releases. Her two best-performing posts are the two where she argued a position (against BNPL for B2B, against hidden FX fees) — 4–6× her baseline engagement. The opinionated voice exists; it's just unscheduled.
Company context from her deal notes: raising Series A in Q1 2027, three investor passes citing 'crowded space'. Content goal is as much investor positioning as merchant acquisition.
questions worth asking
- 1
Your BNPL post did 18× your announcement posts. What stopped you from writing that way every week?
Surfaces the real blocker (time? fear? no system?) — the answer shapes the workmode pitch.
- 2
Which product request do you refuse most often, and why?
Refusals are her natural content wedge — expect factoring; drill into the reasoning.
- 3
When an investor says 'crowded space', what do you say back?
Her answer verbatim is the positioning statement — capture it for the persona.
- 4
Who's the one merchant you'd clone if you could? Walk me through their week.
Turns the ICP from a demographic into a person — feeds the pain-point analysis.
- 5
What would make you cringe if it appeared under your name on LinkedIn?
Defines the taste boundaries before the agent writes a word.