Success in the startup world is often built on two pillars: capital and connections. Elin Myrström, Investor and Connector at Elin Myrström Capital AB, has mastered both. With a career rooted in high-level sales management and a deep passion for international expansion, Elin has become a vital bridge between the Nordic ecosystem and global markets like the Middle East.

Beyond the balance sheets, Elin is a dedicated gender advocate. Through her work with Boardio and various educational initiatives, she is on a mission to empower women to step into advisory and board roles, proving that diverse leadership isn’t just a social goal, but a powerful driver of business revenue. We talked to Elin about her journey, the importance of genuine networking, and her vision for a more outward-looking Stockholm startup scene.

• Hi Elin, thank you very much for agreeing to do the interview. Could you tell us about your background and how you first got connected to the startup and angel investing world?

I have 20 years of experience in sales and sales management. Early on, I realized that success over the long term depends on creating genuine relationships and ensuring customer loyalty.

About four years ago, I had the opportunity to work closely with the Nordic startup ecosystem. This was the spark for my own investor journey and my first angel investments. It was then that I truly understood the strategic value of partnerships, especially for early-stage companies with limited resources. Building collaborations isn’t just a “nice-to-have”; it’s essential for long-term success.

• You’re an Investor and Connector at Elin Myrström Capital AB. Could you tell us more about what you do exactly and what your mission is?

I realized a few years ago that efficient, genuine networking is a skill many people struggle with — yet, when managed correctly, it is a significant long-term asset. I started my business to focus on capital raising for companies seeking up to €50M within real estate, sustainability, and tech.

To support these entrepreneurs effectively, I partner with people whose skills complement my own. We work on cases together to ensure the best possible outcome for both the founders and the investors. I’m also exploring new horizons; I currently find the Middle East to be an incredibly interesting market to bridge with the Nordic startup ecosystem.

• As a Global Ambassador for Boardio, how are you helping startups secure funding and expand into new markets?

My work with Boardio goes hand-in-hand with the capital side of Myrström Capital. To be successful, a startup needs both capital and the right competence to scale internationally. Having the right advisors is crucial.

Through Boardio, startups can access over 10K active advisors to help them enter new markets, open doors, and provide domain expertise. I also actively work to find candidates for advisory roles, specifically focusing on women. Engaging as an advisor is a perfect first step toward taking on board roles. Since research shows that mixed teams in management and on boards generate higher revenue, I feel it’s vital to encourage more women to explore these possibilities.

• You’re passionate about empowerment and diversity in finance. How are you helping to bridge the gap in these industries? 

Excluding female entrepreneurs and investors from venture capital isn’t just a gender equality issue; it’s a business issue. Companies with both female and male founders and leadership teams are, on average, more capital-efficient, make better decisions, and manage risk more effectively. What investor wouldn’t want that?

Beyond my advisory work, I’m involved in educational projects focused on real estate and blockchain, two industries where I see a lot of curiosity from women. Everyone must have the opportunity to invest in these fields. Co-investing in projects is a fantastic way to start getting that exposure.

• What is your take on the Stockholm startup ecosystem? What are the biggest opportunities and challenges ahead?

Stockholm is an ambitious ecosystem with a wealth of knowledge. One of our biggest strengths is the high awareness of diversity; you see a variety of backgrounds and ages in panel discussions and founder teams.

However, a significant challenge is an occasional unwillingness to create business opportunities outside of European borders. Cultural communication is sometimes seen as an obstacle rather than a chance to learn and build a broader global network.

Looking ahead, Stockholm has a clear opportunity to strengthen its position by becoming more outward-looking and partnership-driven. By embracing value-based collaborations beyond Europe, our ecosystem can unlock entirely new levels of growth.

Thank you very much for sharing your insights and story, Elin. We wish you the best of luck in your future endeavors.

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