Meet CEO Katharina Paoli as she shares how the startup works with established organizations that they met through Ignite.
As part of Science Week & Sveriges Innovationsriksdag 2025, Ignite Sweden hosted a series of interviews exploring how startups turn innovation into commercial collaboration with Swedish and international corporations. The conversations are hosted by Maria Olofsson, VP Ecosystems at Ignite Sweden.
In this interview, CEO Katharina Paoli explains how Nudgd combines behavioral science, gamification, and digital platforms to help organizations shift habits toward more climate-friendly behaviors.
Nudgd’s journey highlights Ignite Sweden’s role of connecting startups with the right customers in both the private and public sector. Through our initiative, the company met Varberg Energi, where Nudgd’s solution was integrated to support households in becoming more energy efficient.
Katharina also highlights how Ignite Sweden has helped them accelerate the path from the first customer meeting to a signed agreement, in some cases reducing the process to just a few weeks. This is the case of their collaboration with Destination Uppsala, where they used behavioral science to drive measurable impact, including increasing waste collection during one of the city’s large public events.
Today, Nudgd not only works with both private and public sector customers in Sweden but is also expanding internationally, having delivered projects across 15 countries, including Italy and Portugal.
Watch the full interview below to learn more about Nudgd’s journey.
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