Mats Axell | Censor M&A
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Mats Axell

Mats Axell has a background as an entrepreneur and company owner with long experience in business management and board work, with particular focus on sales, marketing and business development issues. In addition, Mats has worked as a senior investment manager at a listed investment company.


In 1988, Mats founds Sällma Marketing Systems which, three years later, becomes Caesar Business Systems. Over the following 10 years and in his capacity as owner and Managing Director, Mats develops Caesar Business Systems into what is, in the late 1990’s, the market leader in the Nordic region within CRM systems.


In 1996, Caesar Business Systems is acquired by Linné Group, whereupon Mats becomes the Marketing & Information Director for Linné Group AB a year later. As part of the group’s management team, Mats is involved in a variety of acquisitions and ownership changes.


In 1999, Mats – along with with seven colleagues – starts the company Infocube AB. Mats is co-owner and chairman of Infocube until 2013 when the business is sold to US-based Battery Ventures. At that time, Infocube has a turnover of approx. 130 million SEK and around 120 employees in four locations in Sweden as well as in Chicago, USA.


In 2000, Mats is part of a consortium that again acquires Caesar Business Systems with the plan being to develop Caesar further and aim for a stock exchange listing. However, the financially unstable situation prevalent in 2001, leads to a strategic decision to sell the business to Norwegian company Super Office AS. Caesar now has a turnover of over 100 million SEK and has about 80 employees.


In 2001, Mats is recruited to Bure Equity, an investment company listed on the Stockholm Stock Exchange. Here, Mats works as a senior investment manager, focusing on both investing in and developing companies within the media sector. In 2004, Mats leaves Bure Equity and starts Censor M&A together with Jonas Brogårdh.


Mats is involved in and responsible for the The Board-Pool (StyrelsePoolen) – a nationally associated network for professional board workers. The Board-Pool works with competence development and networking activities to promote well-functioning and effective board work. The Board-Pool is located in Stockholm, Gothenburg and Malmö and has about 60 members. Today, Mats is an active board member of four companies, two of which as chairman.


Mats’ role at Censor is to work as an advisor with particular focus on ownership change, acquisitions and ownership planning. In addition, Mats is a well-respected and appreciated speaker in owner-related issues.


Mats’ CV in summary

  • 2004 Founder, owner and partner, Censor AB Mergers & Acquisitions
  • 2001-2004 Senior Investment Manager, Bure Equity AB (Publ)
  • 2000-2001 Board work, active partner in MVI International, an international investor network
  • 1999-2013 Co-founder, owner and Chairman of Infocube AB
  • 1997-2000 Marketing & Information Director, Linné Group AB (Publ)
  • 1991-1997 Founder, owner and MD of Caesar Affärssystem AB
  • 1988-1991 Founder, partner and MD of Sällma Marketing Systems AB (later known as Ceasar Affärssystem)
  • 1984-1988 Salesman, ADB Gruppen AB