Growing Interest in Recurring Revenue – Recuro Appoints External CEO from Schibsted

By  Recuro
Oct 11th 2023
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2 minutes
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We are proud to announce the appointment of Petter Lorentzon as our new CEO for Recuro. Despite challenging economic conditions, Recuro’s unique offerings show significant demand, earning the company the prestigious Di Gasell 2023 award. With a background in driving development and transformation within subscription businesses, including experience at Schibsted and McKinsey, Petter Lorentzon will assume his role in the fall of 2023.

In recent years, Recuro has firmly established itself as a growth partner for companies with recurring revenue models, spanning various verticals such as media, SaaS, and apps. Despite macro economic challenges, Recuro continues to experience strong demand from clients seeking strategic services and operational marketing capabilities. This growth was recently recognized by Dagens industri, a leading business daily, giving Recuro the Gasell 2023 award.

At Recuro, sustainable growth is not only a commitment to clients but also to its own team. This philosophy includes accommodating the needs of its founder and current CEO, Jonas Åström, who will be on parental leave in 2024 to focus on his family.

To prepare for this transition and propel the company to new heights, Recuro set out on a thorough CEO recruitment process in collaboration with Ants Executive. After an extensive search, Petter Lorentzon emerged as the top choice. Selecting an external CEO for a founder-led company is a significant decision.

I’m confident that what we do at Recuro is on the right track, and our services are well-received in the market. That’s why I feel it’s time to shift gears. This coincides with my parental leave because we believe we can build a successful company while allowing our employees, including myself, to balance their lives outside of work. Some have said that, as a founder, I shouldn’t even try to take time off. Personally, I believe it’s a natural step,” says Jonas Åström.

Petter Lorentzon holds a master’s degree in media technology from LiU and has a background as a strategy consultant at McKinsey. Since 2010, Petter has held various roles within the Schibsted Group, with a focus on business transformation, most recently overseeing Svenska Dagbladet’s reader revenue business. In addition to his operational role, Petter has served on executive boards within the media industry.

Recuro’s position and unique offerings are very exciting. Their experience in combining strategic planning with hands-on business operations within a distinct niche sets them apart from most others in the market. I’m genuinely looking forward to being part of Recuro’s ongoing journey to solidify its position as the leading partner for companies aiming to grow their recurring revenue, says Petter.

Petter Lorentzon will start his role at Recuro in October, with a gradual transition taking place between Jonas and Petter throughout the fall of 2023. Jonas is looking forward to returning in August 2024.

If you have any questions please feel free to reach out to us!

About Recuro: 

Recuro is a growth partner that fost ers sustainable growth through recurring revenue. The company collaborates with verticals such as media, SaaS, apps, impact, and more, offering a range of strategic services and growth-oriented marketing. Founded in 2019 by Jonas Åström, Recuro now boasts 13 employees and achieved a turnover of over 11 MSEK in 2022. Headquartered in Stockholm, Recuro serves clients primarily in Sweden and across Europe.


Petter Lorentzon
070-892 24 96

Jonas Åström
070-395 94 35

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