“It’s About Growing Right – Not Fastest” – Netlight Scales Up with Culture and AI in Focus

With London in sight and continued focus on organic growth, Netlight is taking the next step in its expansion in the consulting market. With shared leadership, diversity as a driving force, and a strong belief in individual potential, the company is building for the long term.

“We are on a clear growth journey with more Netlighters, higher revenue, and more client engagements. But we always grow organically. It takes longer, but it allows us to preserve and strengthen the culture that is our greatest success factor,” says Anders Thall, who together with Katri Junna forms Netlight’s co-CEO duo.

This fall, Netlight is opening its new office in London – a strategic step to strengthen its presence in the UK. They have already recruited their first local employee and begun working with their first British client. The next step is to establish a strong presence and build important relationships in the UK market.

“Here in Stockholm, people know who we are. But when we visit universities in London, no one has heard of us. That means we have to build from the ground up, and that’s an exciting challenge. Our ambition is the same regardless of country: to create locally and stay connected globally through culture and values. That way we can grow big while still remaining a tight organization.”

Leadership That Breaks the Norm

Netlight’s leadership model stands out in the consulting industry. Anders shares the CEO role with Katri in a rotating model with joint responsibility.
“At Netlight, we always work together. Co-creation is fundamental for us because it leads to better results, stronger decisions, and higher value for our clients. It permeates everything we do – whether it’s about an AI solution, a client engagement, an office, or our shared CEO role,” says Anders.

The model is part of Netlight’s philosophy of distributed leadership, where decisions are made close to the business and responsibility is shared rather than concentrated. Different perspectives are also seen as a strength.
“It’s about the principle of proximity. Those who are closest to an issue should also own it. That creates speed, engagement, and higher quality in decisions. When people take responsibility, they grow – and when people grow, the company grows,” he adds.

Continuity, Renewal, and Dynamic Leadership

Netlight combines experience and fresh perspectives by bringing together senior experts with newly graduated talents full of drive. According to Anders, it’s this mix of experience and energy that creates both innovation and development.

The leadership model contributes to both continuity and renewal. The CEO role rotates every few years, but when one CEO steps out, the other continues, ensuring stability. Rotation is not seen as a farewell – rather as a natural step toward new challenges within the company.
“We don’t see it as stepping down, but as stepping out of the CEO role to take on new challenges and contribute in other ways. Our former CEO Felix, whom I succeeded, now has another important role at Netlight. Rotation provides both continuity and renewal: one carries forward, the other brings energy and new perspectives. It’s about continuous development, not winding down,” says Anders.

Belief in the Individual

Recruitment is key to success, but it’s equally important to give the right people the right conditions, Anders explains. When young, driven talents meet senior consultants, it creates an environment where experience and new thinking coexist in symbiosis, driving innovation.
“We have faith in the individual. We believe that people want, can, and dare – provided they get the right tools and the right support. Our task as leaders is to unlock potential, create space for personal initiative, and build a culture where it’s safe to both succeed and fail. That’s how innovation is born and how we improve for our clients, every day.”

Anders also highlights the importance of creating a culture where taking risks is accepted.
“We have to dare to try things, test new ideas – sometimes things that feel a bit scary. That’s where development happens.”

Broader Perspectives for Stronger Solutions

At Netlight, gender equality and diversity are central. They actively work to broaden perspectives in the consulting industry. Today, 38 percent of the company’s employees are women, but their ambition is higher.
“To create real value for our clients, we must reflect society as a whole. If perspectives become too narrow, we lose quality in the solutions. That’s why a key milestone for us is to have 40 percent women employees. Equality and diversity are not side projects. They are part of our strategy, our culture, and our competitiveness. We know that diversity leads to greater creativity and better solutions,” says Anders.

AI Is Changing the Consulting Role

AI is reshaping the playing field for both consulting firms and the consultant role.
“AI is a huge opportunity for us. The number of assignments where AI is part of the core delivery is growing at record speed – annually by as much as 140 percent,” says Anders.

The rapid development fundamentally affects the consulting role – something Anders sees as both an opportunity and a responsibility.
“With AI, coding becomes easier, which makes business acumen even more important. Consultants need to understand the bigger picture: not just the tools, but also what actually creates value for the client. Demand for advisory services is growing, and the role as strategic partner and co-creator is becoming increasingly central. This also changes how we view the business model.”

At a time when technology is reshaping the playing field, the need for diverse perspectives becomes clearer than ever.

Culture as a Compass

With twelve offices in Europe and one in Canada, Netlight has grown rapidly in recent years. Yet growth has always been rooted in a shared foundation: a company culture that prioritizes collaboration, trust, and learning.
“Of course, it’s easier to create belonging in one office with 100 employees than across 13 offices with a total of 2,000 employees. But we continuously work on nurturing our culture. It can’t be added later – it has to be built from the start,” says Anders.

To secure this, Netlight places great emphasis on recruiting directly from universities – where the consultants of the future can be found.

With a new office in London and a strong company culture, Netlight continues to challenge the way growth and leadership are shaped in a changing industry.
“Our philosophy is to grow together with our employees and clients. We want to create positive surprises, those ‘wow moments’ that make both us and the client feel proud. Co-creation is our superpower, and that’s how we remain a growth company in constant motion,” says Anders.