EveryMatrix’s co-CEO model is eight months old, and the company is pushing ahead with its 2030 strategy of becoming a top-three provider in the industry.

Speaking to Charlie Horner at EveryMatrix’s Copenhagen office, co-CEO Jonas Groes gave his verdict on the new structure, the company’s recent deal flow and where it goes next.

Groes joined as co-CEO at the start of the year and has since taken charge of the commercial side of the business.

He said the arrangement was working well, crediting his brother and fellow co-CEO for his knowledge of the company: “He knows this company better than anybody else.”

His focus so far has been on understanding the business and introducing more structured account reporting. 

Groes explained that the aim is to flag quickly where issues need escalating and where opportunities exist, giving account managers and directors the data for more strategic conversations with partners.

New agreements this year include Betcenter, Cashpoint, ATG and Betsson, and Groes said the company had “a really good year from a sales perspective”. That supports both its tier one ambitions and the 2030 targets.

Cashpoint and the wider Merkur group show that trust in action, with deals spanning several jurisdictions. Groes said the relationship was close and that EveryMatrix had to keep showing it was delivering on the agreed terms.

On new markets, he said the company is prioritising those it already understands or that are large enough to justify investment. Entry could come through sales or acquisition.

Building trust has also changed how EveryMatrix is perceived. In the Nordics and parts of Europe, Groes said, the company no longer has to fight for its place as a challenger and is “one of the automatic companies that people reach out to”. That, he added, brings a much lower cost of sales.

To avoid complacency, EveryMatrix is monitoring three routes to its 2030 goal: growing existing clients, winning new sales and making acquisitions.

Groes was clear that further acquisitions are coming: “We can definitely expect more and you will hear more shortly.” He pointed to the FSB deal as a template. It gave EveryMatrix a route into the UK, a position that opens conversations with other operators there, and brought in talented staff.

Looking ahead, he named AI as the biggest area for improvement over the next 12 months, both for internal efficiency and for what the company delivers to the market. Closer, more strategic partnerships with clients will also be central to growing together.

Watch the full interview here.