In a world where economic landscapes are constantly shifting, Nordic B2B software companies are proving their resilience and adaptability. Monterro, the leading Nordic software growth investor in B2B software, has released its fourth Nordic B2B Software Benchmark Report based on input from 250 companies. The report provides a unique insight into how at how the companies are adapting to changing market conditions while maintaining strong performance metrics.
Key insights from the 2025 Benchmark Report
Despite the challenging macroeconomic climate of 2024, many leading software companies in the Nordics have continued to perform well. This success is largely attributed to an increased focus on operational efficiency and sustainable profitability growth. However, the report also highlights a growing disparity between top and low performers, particularly in terms of investment for future growth.
Growth and market trends
- Growth rates: The average growth rate for Nordic B2B software companies was 32% in 2024, slightly down from 34% in 2023. Despite this slight dip, margins have remained stable.
- Future outlook: A promising 51% of companies anticipate a higher growth rate in 2025, with companies earning between 1-10 million Euros being the most optimistic.
- Investment in customer acquisition: There is a noticeable increase in investments aimed at acquiring new customers, with a strong emphasis on marketing execution and sales recruitment.
Challenges and strategic shifts
- Polarisation: The report notes increased polarisation among companies. High performers are experiencing higher growth rates, retaining more customers, and maintaining a positive outlook. In contrast, low performers are facing slower growth and higher customer churn.
- Customer churn: The increase in customer churn in 2024 has made customer retention and development a critical focus for management.
- Sales and marketing efficiency: Improving efficiency in sales and marketing remains a top priority.
- AI integration: While 88% of companies report efficiency gains from AI in internal processes, product integration of AI is still lagging.
If you are interested in delving deeper into the findings and what the top performers do differently, the full benchmark report is available for download here.
As the Nordic B2B software landscape continues to evolve, Monterro's insights provide a valuable roadmap for companies striving to thrive.
