Shape A/S

Framna does not operate as a traditional investment firm with a capital deployment committee. Operational and strategic decisions are led by Jorn Pruntel, under the holding company Shape A/S. The firm’s 'investment' decisions center on which product partnerships to undertake, evaluated on their potential to define a market and drive meaningful growth.

Framna identifies as a digital product agency under the asset manager Shape A/S, and is registered in Altss research as a Private Equity entity due to its partnership model. Functionally, it operates like a full-stack digital agency that co-creates products with partners, not deploying a fund but instead contributing talent and resources in exchange for shared success.

Framna's disclosed model does not emphasize taking direct equity stakes. The firm describes its relationships as partnerships centered on product development, implying returns are generated through shared outcomes rather than capital deployment. It does not report an AUM or a portfolio of equity holdings.

Framna partners with both established industry leaders and high-potential emerging challengers. Its case studies span regulated industries like banking and healthcare, alongside consumer services such as airports and restaurants. The common thread is a partner's ambition to define or reshape a market through a digital product.

Framna maintains studios in eleven cities across Denmark, the Netherlands, Sweden, Poland, Switzerland, and the United States. Its project sourcing reflects this Northern European core with a growing New York presence, targeting partners whose products need to scale globally from day one.