Setup
Set Up AB is a Stockholm-based tenant-side real estate consulting firm providing advisory, project management, and security services for office relocations, lease negotiations, and fit-outs. It serves enterprise, government, and institutional clients across Sweden and the broader Nordics.
- Company typePrivate
- Founded2011
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Setup does
Set Up AB is a Stockholm-headquartered tenant-side real estate consulting firm that provides advisory, project management, and security services to organizations undertaking office relocations, lease negotiations, fit-outs, and workspace transformations across Sweden and the broader Nordic region. The company operates three core service lines — Advisory (Rådgivning), Project Management (Projektledning), and Security (Säkerhet) — and has developed proprietary digital tools and applications used internally for inventory, requirements specification, inspection, follow-up, and security analysis. Its customer base spans tier-1 Nordic enterprises and public institutions in financial services, broadcasting, technology, life sciences, construction, and government.
The firm was founded in 2011 by Johan Signer and operates from offices in Stockholm (headquarters), Göteborg, and Malmö. Set Up is partner-owned, and its stated competitive advantage rests on deep tenant-side domain expertise, experienced senior consultants, and the ability to manage complex projects in live operational environments. Revenue is generated through professional services engagements — typically project-based, multi-year mandates — priced per project on the basis of scope, complexity, and duration; no public pricing or tier structure is disclosed.
In February 2023, Set Up was acquired by Svefa Partners, becoming a sister company to Svefa and Värderingsdata under the Broviken ownership umbrella. Set Up continues to operate as an independent company, with group-level governance integration reflected in the appointment of Svefa's CEO as acting CEO of Set Up. The firm has earned four Gasell awards from Dagens Industri and counts references including some of the largest real estate projects in the Nordic region.
Setup firmographics
Firmographics- Name
- Setup
- Legal name
- Set Up AB
- Website
- https://setup.se
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Set Up AB is a Stockholm-based tenant-side real estate consulting firm providing advisory, project management, and security services for office relocations, lease negotiations, and fit-outs. It serves enterprise, government, and institutional clients across Sweden and the broader Nordics.
- Ownership category
- akta.pro rank
Setup industry classification
Industry- Product category
- Real Estate Consulting Services
- NAICS
- Offices of Real Estate Agents and Brokers (5312), Real Estate Property Managers (53131)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Property Management Advisory & Leasing Administration (FSAEAJAN)
Keywords
Where Setup is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Setup business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Consulting and Advisory Services: Set Up generates revenue through professional consulting engagements including real estate advisory, tenant representation, lease negotiations, market analysis, and facility management strategy. Projects range from single-assignments to ongoing retained mandates.
- Project Management Services: Revenue from managing complex real estate projects including construction, relocation, fit-out, and technical projects. Billed as project-based professional services with end-to-end delivery responsibility.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Setup product offering
Product offeringCore offering
Set Up AB provides tenant-side real estate consulting, project management, and physical security advisory services, covering the full lifecycle of office and workplace projects — from strategy, analysis, and lease negotiation through relocation, fit-out, technical delivery, and ongoing facility management support. The firm serves as an integrated project partner for enterprise, government, and institutional clients across Sweden and the broader Nordic region.
Differentiator
Problem solved
Functional benefit
Products and services
- Rådgivning (Advisory Services) Expert advisory services for tenants and space users covering all real estate-related questions, including analysis, lighting design, FM consulting, lease negotiations, change management, office space search, strategy, and technology planning.
- Projektledning (Project Management) Full responsibility for property projects including construction, relocation, interior design, and technical projects, with quality assurance throughout the entire process.
- Säkerhet (Security Services) Advisory and project management within physical security, including security consultation, procurement, and training services.
- Digitala verktyg (Digital Tools/Apps) Proprietary digital tools and apps developed by Set Up for inventory, requirements specification, inspection, follow-up, and security analysis, used in building projects, relocation projects, and furnishing projects.
Quantifiable outcome
- Awarded four Gasell awards in 2022, indicating high growth
- +2 more outcomes
Companies that use Setup
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Setup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Setup partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VärderingsdataminorVärderingsdata is a sister company of Set Up under Svefa Partners. Both operate as independent companies within the same group, sharing a common ownership structure.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Setup competitors and assessment
Company assessmentBroad incumbents
- Svefa: Svefa is a Nordic property advisor focused on valuation, transaction and strategic advisory and is Set Up's sister company under Svefa Partners / Broviken following the 2023 acquisition. Adjacent rather than directly competing, with overlap in real estate advisory and the closest internal comparable for benchmarking Set Up's growth.
- Cushman & Wakefield Sweden: Cushman & Wakefield is a global CRE firm with Swedish operations covering tenant representation, project management and workplace strategy. Competes with Set Up for enterprise Nordic mandates and offers broader global account coverage as an incumbent.
- JLL Sweden: JLL is a global commercial real estate services firm with a Swedish office providing agency leasing, tenant representation, project management and capital markets advisory. It is a broad incumbent offering overlapping tenant-advisory and project management services to enterprise clients alongside a much wider service portfolio.
- CBRE Sweden: CBRE is the world's largest commercial real estate services firm with a Swedish office providing agency leasing, tenant representation, project management and investment advisory. Competes with Set Up for corporate real estate mandates from enterprise clients in Sweden and the Nordics.
- Savills Sweden: Savills is a global real estate services firm with Nordic operations covering tenant representation, project management and valuation. It competes with Set Up for corporate real estate mandates and offers broader international coverage as an incumbent.
- Knight Frank Sweden: Knight Frank is a global CRE consultancy with a Swedish presence providing commercial agency, tenant advisory and valuation services. It competes with Set Up for Nordic corporate real estate mandates and represents an incumbent alternative for enterprise clients.
- Colliers Sweden: Colliers is a global CRE services and investment firm with Swedish operations offering tenant representation, project management and workplace consulting. Direct overlap with Set Up on corporate real estate advisory work, though Colliers operates a much broader and more diversified service portfolio.
Direct peers
- Newsec: Newsec is a major Nordic full-service real estate advisor and property manager with offices across Sweden, Denmark, Norway and Finland. It is a direct competitor for corporate real estate advisory, tenant representation and project management mandates in the same Swedish/Nordic market as Set Up.
- Catella: Catella is a Stockholm-headquartered financial group with a real estate advisory practice covering investment, corporate real estate and transaction advisory across the Nordics. It competes with Set Up for corporate real estate advisory mandates, particularly in Stockholm.
Regional players
- Riksbyggen (Fastighetsförvaltning / corporate advisory): Riksbyggen is a major Swedish cooperative property company that provides real estate management and advisory services for residential and commercial portfolios. While primarily Sweden-focused and traditionally more landlord-side, it overlaps with Set Up's project management and real estate advisory services in the Swedish market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Setup social profiles
Digital presenceSetup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Setup leadership team
Management profileNumber of profiles
Profiles13 records
Setup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Setup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Setup
What does Setup do?
Set Up AB provides tenant-side real estate consulting, project management, and physical security advisory services, covering the full lifecycle of office and workplace projects — from strategy, analysis, and lease negotiation through relocation, fit-out, technical delivery, and ongoing facility management support. The firm serves as an integrated project partner for enterprise, government, and institutional clients across Sweden and the broader Nordic region.
Is Setup a public or private company?
Setup is a private company. It is classified as private equity controlled and is currently operating.
When was Setup founded?
Setup was founded in 2011. It employs 11 to 50 people.
Where is Setup based?
Setup is headquartered in Stockholm, Sweden, in the Europe region.
How does Setup make money?
Two revenue lines are on record. Consulting and Advisory Services are the primary driver. The others are project Management Services.
Who are Setup's main competitors?
Broad incumbents on record are Svefa, Cushman & Wakefield Sweden, JLL Sweden, CBRE Sweden, Savills Sweden, Knight Frank Sweden and Colliers Sweden. Direct peers are Newsec and Catella. Riksbyggen (Fastighetsförvaltning / corporate advisory) is listed as a regional player.
Does Setup have an API?
No public API is recorded for Setup.
What industry is Setup in?
Setup's product category is Real Estate Consulting Services. Its primary akta.pro industry code is FSAEAJAN, Property Management Advisory & Leasing Administration. Its NAICS code is 5312 and its SIC code is 6531.