---
title: "About us | Floral"
description: "Floral is a Copenhagen-based company building the knowledge engine behind your CRM. Meet the founding team and read why we are building it."
canonical: https://floral.so/about
---

# About us | Floral

> Floral is a Copenhagen-based company building the knowledge engine behind your CRM. Meet the founding team and read why we are building it.

Source: https://floral.so/about

About us

# We build the memory behind your company.

Floral is a Copenhagen company. We are sales people, consultants and AI engineers, and we build a knowledge engine: it collects what your company knows, keeps it up to date and puts it to use, so your people can spend their time on customers and ideas.

Why we are building Floral

## The most valuable knowledge in a company is the part nobody wrote down

Floral grew out of years in B2B sales and advisory work. Again and again we saw the same thing: the knowledge that wins a deal or carries a client engagement rarely lives in a system. It sits in conversations, in email threads and in the heads of a few experienced people. When they are busy, on holiday or have left, the company starts over.

We started with the parts closest to the meeting: a recorder for the room, a bot for online meetings, a briefing before and a structured summary after. Teams used them, and we learned that the real value was the memory building up underneath, more than any single briefing or summary.

That is what Floral is today. It collects what your people know and hear, from meetings and documents to internal and external data sources, and uses it where the work happens: the briefing, the notes, the CRM record, the follow-up. It works with the CRM you already have or with our own add-on, and you are never tied to one AI model or vendor.

We build it for sales teams and advisory consultants in mid-sized companies first. They spend their days in meetings, and they have the most to gain from remembering all of them.

Founding team

## The team behind Floral

The team covers the project’s core disciplines: domain understanding, AI development and SaaS scaling.

- ![Jesper N. Jeppesen](https://floral.so/img/team/jesper.jpg)  
### Jesper N. Jeppesen  
CEO & Founder  
Background  
Extensive experience in business development, business promotion and B2B sales, with strong skills in product vision and project management.  
Contribution  
Jesper makes sure the AI turns into real business value. He leads the go-to-market strategy, drives sales and handles strategic partnerships.  
[LinkedIn](https://www.linkedin.com/in/jesper-nykj%C3%A6r-jeppesen-43440b14/)[\[email protected\]](https://floral.so/cdn-cgi/l/email-protection#f19b9bb1979d9e83909ddf829e)
- ![Alexander Schmidt](https://floral.so/img/team/alexander.jpg)  
### Alexander Schmidt  
CTO & Co-founder  
Background  
AI developer with deep technical experience in complex software architecture, machine learning, natural language processing (NLP) and data infrastructure.  
Contribution  
Alexander is the technical anchor. He owns the architecture behind the knowledge engine: retrieval, the AI pipelines and the data infrastructure. He makes sure compliance is built in from the start, with data and models kept inside the EU.  
[LinkedIn](https://www.linkedin.com/in/alexanderbach/)[\[email protected\]](https://floral.so/cdn-cgi/l/email-protection#0d6c7e4d6b61627f6c61237e62)
- ![Morten Lie Jørgensen](https://floral.so/img/team/morten.jpg)  
### Morten Lie Jørgensen  
Active advisor  
Background  
Strategic SaaS profile and former startup founder and CEO, with heavy experience in structuring, scaling and commercialising tech internationally.  
Contribution  
Morten is the strategic sparring partner. He makes sure the business model, the pricing and the underlying SaaS delivery model for the knowledge engine are built to scale internationally.  
[LinkedIn](https://www.linkedin.com/in/mortenlie/)[\[email protected\]](https://floral.so/cdn-cgi/l/email-protection#ed8087ad8b81829f8c81c39e82)

What we believe

## Four things we hold ourselves to

- ### People first  
AI is the tool, people are the point. Floral exists so that people with the right context can make better decisions and spend their time on judgement, relationships and ideas.
- ### No new habits  
Floral joins the meetings and tools you already have. You connect the calendar and approve with one tap. Nobody has to maintain a wiki.
- ### Your knowledge stays yours  
Your data is stored in the EU, the AI models run on an EU endpoint and never train on your data, and you can export everything at any time or reach it through the public API and MCP server. You are not tied to a single AI vendor.
- ### Nothing happens without approval  
Floral suggests, your people decide. Every change to a record is approved by a person, uses that person’s own permissions and is logged.

Get in touch

## Floral ApS, Copenhagen. Say hello.

If you want to try Floral, talk about a partnership or ask us something, book 30 minutes with us.

[Let's meet](https://floral.so/book-a-demo)