In recent years, coeo has emerged as one of the most dynamic forces in the European debt collection market – combining technological innovation with a strong people-first approach. The last three years coeo has particularly focused on the Nordics: where digitalisation, social responsibility and customer focus are not opposites, but self-evident standards.
coeo entered the Nordic market in 2022, starting with Sweden under the leadership of CEO Pernilla Almström. Since then, the company has built a reputation for modern, value-driven receivables management.
The recent certification as one of Sweden’s best employers by Great Place To Work® – reflects both internal culture and a debt collection approach that is efficient, transparent and socially responsible. Today, coeo is also active in Norway, with a long-term growth strategy across the Nordic region.
Strong foundation in Sweden
The expansion in the Nordics follows a clear goal: coeo wants to become the market leader in the region. For Pernilla Almström this is more than just a question of turnover. It is also about visibility, trust and presence along the customer value chains.
“We aim to become the market leader in the Nordic countries, and we recognise that expansion opens up these opportunities. Many of our customers operate in several countries and we therefore see a great advantage in further expansion in the Nordic countries. We aim to be where the customer is – and that is our clear goal for the coming years,” says Pernilla Almström, CEO of coeo Sweden.
The Nordic growth strategy is not just about scale. It’s about applying a clear operational model – modern, fair and empathetic – in markets that value transparency and innovation. Sweden, for example, already imports around 700,000 claims each year, reflecting both the scale of the market and the trust in our processes. Combined with a stable regulatory framework, high digital maturity, and a population open to constructive dialogue around financial obligations, this creates the ideal environment for coeo’s model to thrive.
Norway: team building, market understanding, data orientation
The most recent step in coeo’s Nordic journey is Norway. Since early 2025, the local business is led by Charlotte Surén, CEO of coeo Norway, who is currently building both the team and local operations.
“It’s now almost five months since we started our work in Norway – and it’s a great feeling to be up and running! We are now starting to see data that we can analyse (something I love) and can see that a lot of what we believed in is actually working. It’s especially nice to see how well the team is working – it’s a privilege to build it from the ground up,” summarises Charlotte Surén, CEO coeo Norway.
Norway presents an opportunity: structured, yet open to new ways of working. coeo is investing in a hybrid approach where intelligent digital systems and personal communication complement each other – always with a focus on clarity, accessibility and customer experience.
Between emotionalism and pragmatism
In January 2025, coeo Sweden released a report in collaboration with Novus, exploring how Swedes perceive debt collection. The results shows that:
- 95% pay a reminder immediately
- 55% feel surprised, 48% stressed, 35% ashamed and 32% insecure upon receiving a debt collection notice
- The top reasons for delayed payments are forgetfulness (45%), lack of overview (38%) and believing you already paid the invoice (27%)
These findings confirm that payment delays are often caused by confusion, not unwillingness – and underline the need for better communication and digital tools.
AI Chatbots in Sweden and Norway
A key driver of coeo’s growth in the Nordics is the use of generative AI chatbots in Sweden and Norway. These chatbots operate 24/7, communicate in over 50 languages, and can assist unlimited users simultaneously – with no waiting time. They support debtors by answering questions, setting up installment plans, and providing clear breakdowns of outstanding balances. Many prefer written contact over phone calls, and feedback on the chatbots has been overwhelmingly positive. At the same time, two-thirds of respondents remain skeptical about chatbot communication, mainly due to lack of trust and challenges explaining complex matters in writing.
coeo’s approach is clear: use AI where it simplifies and speeds up the process – but never replace personal access. In Norway, Charlotte Surén applies the same principle: technology is a tool, not a goal. When used right, it solves real problems and improves the customer experience.
coeo commits to responsibility
In Sweden, debt collection firms have the legal right to escalate cases to the state enforcement authority, Kronofogden. coeo chooses a different path.
“Just because we have the right to act in that way, doesn’t mean we always should,” says Pernilla Almström.
Instead of escalation, coeo focuses on dialogue, instalment options and transparent communication. The aim is to find solutions that work for everyone – supporting debtors while ensuring repayment for clients. Contracts with business partners are also designed accordingly: with incentives aimed at sustainable repayment instead of short-term escalation.
Thinking ahead in the Nordics
coeo has quickly built a strong presence in the Nordics, combining tech-driven efficiency with personal service and local understanding. The early success in Sweden and Norway confirms that it’s possible to modernise receivables management – even in markets with high expectations and strict regulations. This development is not the end, but the beginning – and one thing is certain: it will remain exciting. The aim is to establish modern and responsible receivables management solutions in new markets in the future.
Press contact:
Malin Gustafsson
Marketing Coordinator
0722364876
malin.gustafsson@coeo-inkasso.se