From Trollhättan to a global market—the network became an important part of Citeras’ journey

William and Liam saw how customers’ search behaviors were changing and recognized an opportunity to build a company around that. At Innovatum Startup, they found a common foundation and gained access to a larger network. Today, Citera is building an autonomous marketing department in the form of software, with growing international ambitions and technology that has been used by over 1,000 brands.⁠

William and Liam saw how customers’ search behaviors were changing and recognized an opportunity to build a company around that. At Innovatum Startup, they found a common foundation and gained access to a larger network. Today, Citera is building an autonomous marketing department in the form of software, with growing international ambitions and technology that has been used by over 1,000 brands.⁠

The idea behind Citera began with a problem that the founders had already noticed among their customers.

Liam ran a business that helped companies with their websites and online visibility. When several clients began to see their results decline, the questions arose: What had changed? And what could be done about it?

At the same time, William had a background in e-commerce and had begun exploring how AI could automate repetitive tasks. The two already knew each other through LinkedIn and had been each other’s clients. Now they saw a common business challenge to tackle: how companies could remain visible as people began searching for answers and recommendations in new ways.

A pair of running shoes made the change a reality

For Liam, the shift became particularly clear when his mom showed him how she had used an AI chatbot to find running shoes.

It was an everyday example of the change he was trying to understand in his customers’ businesses. The path to a purchase no longer had to begin with a list of search results. It could begin with a conversation with an AI.

This insight contributed to the initiative, which was first called Rankad.AI and is now known as Citera. Since then, both the product and its ambitions have grown.

Citera is building an autonomous marketing department in software form. Using AI, the platform automates the entire process—from market analysis and strategy to search engine optimization, AI-driven visibility, website improvements, content production, and publishing. The platform also tracks results in terms of traffic, leads, and sales.

According to the company, more than 1,000 brands have already used the technology, including Bosch, Oral-B, and KICKS.⁠

A base in Trollhättan and doors to new opportunities

When William and Liam joined Innovatum Startup, the company was still in its early stages. The office in Trollhättan gave them a place to gather, work side by side, and connect with business coaches and other entrepreneurs.

But when they talk about what has been valuable to them, they keep coming back to the opportunities outside the office.

“What we really appreciated was that we had access to lots of events—we got tickets,” they say in the interview.

Among other things, they highlight Tech Arena and the opportunity to meet investors early on and make new connections.

For Citera, Innovatum’s network thus became something tangible: access to trade shows, events, and meeting places where the founders could ask questions, exchange experiences, and build relationships outside their own circle.

At the same time, the freedom to chart their own course was important. William and Liam describe a fast-paced environment where needs changed rapidly. They took the lead on many things themselves and appreciated the opportunity to draw on support when needed, without every step having to follow a set template.

San Francisco Changed My Perspective

A trip to San Francisco marked yet another turning point.

The founders describe how their time there changed their view of what was possible and gave them new perspectives on building a company with international ambitions.

The phrase they use themselves captures the feeling: “There are levels to this game.”

They also see their early days at Innovatum as an important part of the journey toward that goal. Working together, finding their direction, and meeting people with entrepreneurial experience gave them a foundation to build on as their ambitions grew.

The product needed to live up to its ambitions

At the same time, the journey has taught us some hard lessons.

William and Liam describe themselves as commercially driven. They enjoy meeting with customers, building relationships, and sales. But in the early stages, the product wasn't being developed at the pace or to the quality that customers needed.

This made it difficult to retain customers and build a stable stream of recurring revenue.

The turning point came when the team established a clearer structure for its development work. With standardized work processes and clearer guidelines, the developers were better equipped to translate their efforts into a stronger product.

During the interview, the founders described a significantly changed situation. The day before, they had secured their largest client to date: an agency with over a hundred active clients. According to the founders, that single deal nearly doubled Citeras’ monthly recurring revenue.

New Steps in an International Market

Since the interview, the company has continued to grow. Citera reports strong growth in recent months and has been accepted into several international entrepreneurship programs, including The Residency in San Francisco and the Kickstart Fellowship. In addition, Liam has been named Young Entrepreneur of the Year for 2026.

From their first shared office in Trollhättan, their journey has taken them to new markets and international settings. The founders cite the early support and network provided by Innovatum Startup as key factors in that development.

For William and Liam, the value lay both in having a place to build the company and in the opportunities to meet people who could open new doors. These are experiences they’re taking with them as Citera continues to grow.