Sally R closes Seed Round with Ebbefos Foundation as Lead Investor

Christian Motzfeldt, chariman of Ebbefos Holding. Fredrik Tunberg, CEO of Sally R. Morten Ebbesen, founder of Ebbefos Holding and Ebbefos Foundation. Magnus Titus, Chairman of Sally R. David Meyer, board member of Ebbefos Holding

Swedish Proptech SaaS-company Sally R recently closed its Seed investment round, securing €1.1 million from existing and new investors, led by Ebbefos Holding. The funds will be used to scale up energy-saving SaaS in the commercial property sector.

Sally R was founded in 2016 with the mission to disrupt how buildings are being ventilated. Since then, the company has developed patented technology in air filtration as well as commercialized its cloud-based optimization software. With a broad customer portfolio in Scandinavia, and an unprecedented need for the industry to save energy, Sally R is scaling up operations with new funding and new investors.


“The covid19 pandemic highlighted the importance of being able to control indoor air quality and now we are caught in an energy crisis with soaring prices and immense pressure on the electricity grids. The Sally R value proposition of ensuring safe indoor air quality to the lowest possible energy consumption, is very relevant to the real estate industry. Therefore, I’m very excited for the backing of Morten Ebbesen and the Ebbefos Foundation. Morten brings long and highly relevant experience of scaling SaaS-companies, especially on the U.S market”
– Fredrik Tunberg, CEO of Sally R

The Ebbefos Foundation (EF) was founded in December 2021 by Morten Ebbesen and his wife, Vibeke Nyfos. Morten Ebbesen founded the SaaS company Siteimprove in 2003 and sold the majority to PE-company Nordic Capital in 2020.

The Ebbefos Foundation seeks to solve some of the issues children and youths face today, with anxiety, bullying, the feeling of loneliness and feeling outside.

The foundation seeks to invest its donations through ownership of unlisted private companies with solutions to solve the climate crisis.

“Buildings account for 27% of the global CO2 emissions, and most of the energy used comes from the heating and cooling of buildings”, says Morten Ebbesen. “With Sally R, property owners can reduce their CO2 footprint while saving on the energy costs – and without replacing existing ventilation units. This is a good example on how we want to invest – help reduce the impacts of the climate change while making a good investment.”
– Morten Ebbesen, founder of Ebbefos Holding and Ebbefos Foundation



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