What do you look for in a B2C investment?
Sofia — I’m excited by consumer opportunities that demonstrate strong communities and customer love. Whether this comes across in a company’s reviews, retention data or referral volumes, I think it speaks to exciting engagement in the product that’s worth further exploration. I’m also keen on business models that help empower behavioral shifts, create powerful network effects, or reshape the velocity of industries that are largely slow moving or analog.
What do you enjoy most about being an investor?
Sofia — I love the people discovery element of the job. Understanding why founders decided to start their business and honing in on what it was that drove them to want to solve the problem they are tackling fascinates me. The learning curve as an investor is also endless, and I’m constantly reading up on new spaces and trying to break down market subsegments and business model nuances to try and pick up on promising signals to better help companies early on in their lifecycle.
Sofia joined Index in April 2018. She spends time in the Nordics and The Netherlands, and focuses on investments in consumer internet and marketplace businesses across all stages. Prior to joining Index, Sofia was an investor at EQT Ventures in Stockholm. Sofia is a graduate of the London School of Economics (M.Sc. Management) and of the University of Edinburgh (M.A.), where she graduated at the top of her class.