Our Story

Adthekey AB is a Swedish company founded by Jon Reinklou and based in Åre. We develop Roger – an AI-powered operational system (Customer Pulse Engine) that helps service businesses manage the entire customer journey after the lead comes in.

Jon grew up in an entrepreneurial family. His father Håkan and uncle Lalle founded Combisafe, which handled safety during the construction of the Globe Arena, and later Safety Respect. Business and building were always part of everyday life.

The idea for Roger was born through Jon’s best friend Roger – a passionate roofer and owner of Rogers Plåtslageri. Roger is the king of roofs in the area where Jon lives. Like so many craftsmen, he carried the entire customer journey in his head: missed calls, forgotten follow-ups, and stressed customers.

Seeing how Roger was worn down by administration, Jon wanted to build a system that takes over the customer journey so craftsmen can focus on what they do best – their craft.

After three years of development with a strong international team, we created Roger – an operational system that automates customer management, reduces lead leakage, and ensures customers always feel seen and updated.

We are funded by investors, have received support from the EU and the region, and won AB Jämtland’s innovation competition. Our vision is for Roger to become the new operational standard for the entire service industry – starting with roofers in the USA, then the rest of the world.

Welcome to Adthekey.