By Hugo!
SV EN

Hugo & Friends AB · Sweden

We start with needs we encounter ourselves and build practical applications and services we want to use every day. When they solve the job for us, we make them available to others.

See our products About the company
Swedish data Practical AI Products as services
By Hugo! one shared foundation
G
PlattformGoHugo
 A
IdentityAuth
 B
DataBolagsAPI
 P
Product dataPimble
 R
FinanceRekly
 A
SigningAvtalsklart
The same building blocks. Several real products.

What we are

A small product company
with a large toolbox.

We find friction in a real working day, build the technical foundation and turn it into a clear product. Sometimes it becomes an API. Sometimes an entire workspace.

The products stand on their own, but share data, authentication, AI capacity, operations and our view of simplicity. That makes every new idea faster to test and easier to maintain.

Our products

Ten ways to make
a difficult job easier.

Find the right service for your needs →

Our own SaaS products, developer tools and a shared platform. All built and operated by Hugo & Friends AB.

01 · Sales↗

GoHugo

Market data, sales analytics and CRM for Swedish wine and spirits importers. Brings customers, ranges and follow-up into one workspace.

hugoandfriends.se
02 · Company data↗

BolagsAPI

Swedish company data through REST and MCP — from search and core records to annual reports and analysis. Build stable integrations without collecting the registers yourself.

bolagsapi.se
03 · Product data↗

pimble

Product information from Fortnox to GS1 and Validoo, with checks before publication. Keep products and required fields together throughout the workflow.

pimble.se
04 · Business finance↗

rekly

Bring your AI to Fortnox. Ask in natural language, review the proposal and approve it before anything changes in the accounting system.

rekly.se
05 · Infrastructure↗

ProxyAPI

Swedish proxy capacity through one predictable connection, with clear routing, health and usage. Switch traffic paths without building your own proxy pool.

proxyapi.se
06 · Identity↗

Auth by Hugo

BankID identification, OIDC sign-in and digital signing in a managed flow. A ready-made identity foundation that can be adapted to your service.

auth.byhugo.se
07 · AI infrastructure↗

hamn. AI

Private AI with local models, an OpenAI-compatible API, document analysis and Swedish transcription. For sensitive AI work where control over data and operations matters.

hamnai.se
08 · Signing↗

Avtalsklart

Prepare the agreement, invite recipients and collect verifiable BankID signatures. Follow every step from sending to the completed record.

avtalsklart.se
09 · Search↗

BolagsSök

Open Swedish company search with profiles, financial comparisons, networks and monitoring. A fast way to understand companies and the relationships around them.

bolagssok.se
10 · Operational visibility↗

By Hugo! Status

Public service status with five-minute checks, history, response times and a monthly SLA view for the platform's public services. See current operations and previous incidents in one place.

status.byhugo.se

Whitepapers

Guides for real
product needs.

Concrete architectures, implementation plans and checklists for teams that want to solve a real job — and understand what it takes from end to end.

01 · Digital B2B services↗

For product owners, CTOs and engineering teams

From company registration number to signed agreement.

Build one coherent onboarding flow for SaaS, CMS and customer portals with Swedish company data, BankID and signing.

BolagsAPIAuthAvtalsklart
Read the whitepaper →
02 · Finance & administration↗

For finance teams, accounting firms and system owners

AI in finance with the human in control.

Move from natural-language questions to visible proposals, human approval and controlled actions in Fortnox.

ReklyHamn AIBolagsAPI
Read the whitepaper →
03 · Product information↗

For product teams, master data and operations

Product data without spreadsheets as middleware.

Create a controlled route from Fortnox to GS1 and Validoo with clear field ownership and rules before publication.

PimbleFortnoxGS1 & Validoo
Read the whitepaper →

Under the surface

It looks like several products.
It works as one platform.

We reuse the difficult parts: verified identity, company data, local AI, networking and operations. Each product can focus on the customer's job instead of rebuilding the same foundation.

AI-first · API · MCP

Ready for your favourite AI. All our services are AI-first, with API and MCP as standard, so you can use them directly from your AI, agent or application.

01
ID

Identity & signing

BankID, OIDC, authorisation and verifiable signing flows.

Auth by Hugo
02
SE

Swedish company data

Normalised registers, annual reports, roles and continuous enrichment.

BolagsAPI
03
AI

AI & processing

Local language models, document jobs, embeddings and transcription.

Hamn AI
04
→

Traffic & access

Controlled Swedish traffic routes, measurement and provider pools.

ProxyAPI
05
●

Operations & visibility

Edge delivery, our own hardware in Sweden and public service status.

View status ↗

How we build

Close to the problem.
All the way to production.

  1. 01

    Start with a real job

    We build when someone genuinely needs to search, understand, publish, sell or sign — not for an abstract target audience.

  2. 02

    Keep the path short

    Self-service, clear pricing and direct access beat sales calls, quote cycles and unnecessary administration.

  3. 03

    Own the important technology

    We build and operate the important parts ourselves, using our own systems and hardware in Sweden when control, data or capacity requires it.

  4. 04

    Operate what we build

    A product is not finished at launch. We measure, monitor, respond and improve it in real use.

About the company

Hugo & Friends AB is the workshop behind By Hugo!

A Swedish product and technology company that builds, owns and operates digital B2B services. We work where company data, identity, AI and everyday workflows meet.

We take responsibility end to end: from the first problem and technical architecture to interfaces, operations, support and the next improvement. That keeps the products close to both the technology and the people who use it.

By Hugo! Hugo & Friends AB
500+registered customers
10mn+requests per year
10+products & services
5shared platform layers

How it started

One need of our own became the foundation for more products.

When we built a CRM, we needed easy access to Swedish company data. Existing options required long contracts and a larger process than the job warranted. So we built the data layer ourselves. It became BolagsAPI.

The same pattern returned. The products needed secure sign-in, BankID, AI capacity and stable traffic routes. Instead of solving the same problem repeatedly, we built shared services. Today that foundation is both internal infrastructure and products others can use.

What we do

01

Our own products

We find a clear problem, build the solution and operate it as a long-term service.

02

Shared infrastructure

Data, identity, AI, networking and operations are built once and make every product stronger.

03

Selected customer builds

When our platform fits a real business problem, we also build closely with a specific customer.

What we believe

Good business software should be clear enough to start using immediately and robust enough to trust every day.

Self-service before sales barriers Direct contact with the people who build Swedish core operations where they matter
Company behind Hugo & Friends AB
Company ID
559555-9989
Registered office
Gagnef, Sweden
Focus
B2B products & infrastructure

Contact

Do you have a real
problem to solve?

Write a few lines and they will reach us directly. You can also email as usual — the same people read both.

support@hugoandfriends.se ↗
Say hello How can we help?

Sent directly to support@hugoandfriends.se.