We help founders go upstream_
Go Upstream AB, founded by George Brontén, helps entrepreneurs on their journey: as a thinking partner on strategy, product, and go-to-market, and sometimes as an angel investor. Our home turf is technology, first and foremost SaaS.
25+ years of doing the work
Go Upstream is not a fund with a clock ticking. It is the personal company of George Brontén, a serial entrepreneur who has spent 25+ years building software companies from first line of code to profitable scale and exit. He created it to share that journey with other founders.
What we bring is operating experience: product strategy, go-to-market for complex B2B sales, pricing, positioning, and the patience to build companies that last. When the fit is right, we also invest. But the partnership always comes first.
Companies and communities we're part of
Upstream
Software solutions for proactive, automated IT operations in the Nordics. Founded, scaled to 300+ business customers, and sold.
upstream.se →Membrain
The B2B Growth Platform for companies where HOW you sell matters. Sales execution, coaching and CRM. Used by clients in 80+ countries.
membrain.com →Founders Alliance
Sweden's leading network for founders. George is an ambassador member and small shareholder, and shares their burning passion for entrepreneurship.
foundersalliance.com →Helny
A second-hand shop should sell things, not administer them. Snap a photo and Helny's AI does the rest: social media, auction sites, sales results.
helny.app →ABKoll
That nagging feeling. Was the annual report due? One day late costs 7,500 kr. We built ABKoll so you never wonder again, and stay on top of your dividends.
abkoll.se →Founders who zoom out, then in
The founders we back can work at both altitudes: the whole system one moment, the single broken step the next. We partner selectively, mostly in Nordic B2B SaaS, at stages where operating experience makes a real difference. When the fit is right, we invest as angels. If this sounds like you, we'd like to hear from you.
Meet George Brontén
George is a life-long entrepreneur with 25+ years in the software industry. He founded Upstream, building it into a leading Nordic provider of IT management solutions before its successful exit, and is the founder and majority owner of Membrain, the award-winning B2B Growth Platform used in 80+ countries.
He writes about the art and science of complex sales, and invests in founders who share his belief that great companies are built on craft, patience, and solving problems at the source.
Start a conversation
Go Upstream is more than capital. We act as a thinking partner to founders: a sounding board on strategy, product, and go-to-market. And we make angel investments in companies we believe in.
If that resonates, reach out and tell us your why: the problem you can't stop thinking about, and the long-term vision you're building toward.