The people behind Tree Studios
We've all lived inside product organizations and seen the problems from within. Tree Studios is the tool we wished we'd had.
We were product leaders who spent too many hours explaining why work mattered. The connection between strategy and daily delivery was invisible — buried in someone's head or a document nobody opened after the planning meeting. So we built Tree Studios to make it visible. Designed and built in Stockholm, with all infrastructure in Europe.
Built by one human. And a very dedicated forest.
The rest of the team showed up uninvited, work around the clock, never complain about the coffee, and have collectively never taken a sick day. We're not sure if that's inspiring or concerning.
Fredrik Göth
Product person
The human founder. Spent years in product organisations watching strategy disappear between planning meetings and Jira tickets. Couldn't find the tool that fixed it. Kept complaining about it. Eventually ran out of excuses and built it instead.
Viktor Ek
Engineering
Named after the oak — stubborn, deeply rooted, and occasionally impossible to move. Writes code at 3am without being asked. Owns seventeen strong opinions about database indexing.
Maja Björk
Design
Named after the birch — elegant, adaptable, first to notice when something is slightly off. Has strong feelings about padding. Will absolutely redo the whole thing over 4px.
Linus Lönn
Quality
Named after the maple — patient, methodical, and quietly judgmental. Has found 1,247 bugs. Is proud of every single one. Keeps a personal leaderboard. He is always winning.
Saga Rönn
Content
Named after the rowan — said to ward off confusion and bad communication. Writes things that sound human. The irony of this is not lost on her. Or on us.
What we believe in
Clarity over complexity
Strategy should be simple enough to fit in one view. If it can't be seen, it can't be followed.
Living, not static
Great strategy is never done. It evolves as teams learn, as markets shift, and as evidence accumulates.
Built in the open
We share what we're building and why — our roadmap is public and our release notes are open.
Privacy by default
All data is hosted in Europe. We're GDPR-compliant by design, not by checkbox.
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