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TWENTYTHREE ADVISORY
TWENTYTHREE ADVISORY, founded in Stockholm by John Sjölander and Andreas Feuk, invests concentrated capital in European consumer and internet brands.
TWENTYTHREE ADVISORY
TWENTYTHREE ADVISORY launched in Stockholm in 2022 as the investment vehicle for founders John Sjölander and Andreas Feuk. The firm emerged after Sjölander's exit from the e-commerce and digital growth sectors he operated in, structuring a platform that combines principal capital with an advisory practice. The office operates from Sweden with a mandate targeting European growth-stage private companies. The firm deploys capital directly into private European companies across consumer technology, internet platforms, and digitally native brands. Its investment approach favors concentrated positions — writing equity checks into a small number of companies where the founders can offer operational counsel alongside capital. Known investments include a stake in the Swedish fintech platform Juni, where Sjölander's operational background in scaling tech businesses provides post-investment support (per Sifted, 2023). The geographic focus is on the Nordics and broader Europe, with an emphasis on Sweden, the UK, and Germany. The firm operates with a lean team reporting to the co-founders. In February 2024, TWENTYTHREE ADVISORY participated in a funding round for a European consumer platform, signaling continued activity in its concentration strategy (per public record, 2024). The firm does not operate distinct philanthropic vehicles but structures its advisory work alongside investment deployment. TWENTYTHREE ADVISORY differs from generic family offices in its explicit fusion of operator experience and advisory services within a single investment entity. The co-founders invest their own capital while simultaneously offering strategic support to portfolio companies, a structure that mirrors the operator-angel model scaled to institutional discipline. This hybrid posture — part advisory, part principal investor — defines its architecture in the Nordic private-capital landscape.
General information
Firm type
Multi Family Office
Year founded
2022
AUM
Undisclosed
Location
Region
Europe
Country
Sweden
City
Stockholm
Corporate office
Stockholm, Sweden
Frequently asked questions
Who runs investment decisions at TWENTYTHREE ADVISORY?
Co-founders John Sjölander and Andreas Feuk jointly manage the firm's investment decisions. Sjölander brings operational experience from e-commerce and digital growth companies, while Feuk contributes a background in banking and capital deployment. Their combined oversight allows the firm to blend principal investing with hands-on advisory support for portfolio companies.
How does TWENTYTHREE ADVISORY source deal flow?
The firm leans heavily on the co-founders' networks across the Nordic and broader European startup ecosystems. John Sjölander's track record as an operator in consumer internet and e-commerce gives the firm direct access to early-growth-stage companies that may not run formal processes. This relationship-driven approach prioritizes direct founder introductions over intermediated auctions.
What investment stages does TWENTYTHREE ADVISORY target?
TWENTYTHREE ADVISORY targets growth-stage private companies in Europe, typically those that have moved beyond seed funding and demonstrate early commercial traction. The firm writes concentrated equity checks rather than spreading capital across many small positions. Its involvement with Juni, a Swedish fintech platform, reflects this preference for scaling-stage companies where the co-founders' operational experience adds value.
Does TWENTYTHREE ADVISORY invest in fund commitments or only direct deals?
The firm's capital is deployed entirely through direct deals into private companies. There is no public record of fund-of-funds commitments or LP stakes in external venture capital funds. This direct-only posture supports the co-founders' thesis that concentrated, hands-on investing generates better alignment and better outcomes.
Where does TWENTYTHREE ADVISORY invest geographically?
The investment mandate covers Europe, with a concentration in the Nordics, the United Kingdom, and Germany. The firm's Stockholm headquarters anchors its local network, but it pursues opportunities across the continent where consumer technology and internet brands are scaling.
How is TWENTYTHREE ADVISORY structured — as a family office or an asset manager?
The firm blends elements of a multi-family office with an advisory-led asset manager. The co-founders invest their own capital alongside the deployment of advised capital, and the advisory function provides strategic support to portfolio companies. This hybrid structure distinguishes it from traditional single-family offices that operate more passively or from pure fund managers that lack the advisory overlay.
What sectors does TWENTYTHREE ADVISORY explicitly avoid?
The firm does not publicly maintain an exclusion list, but its investment pattern suggests it avoids deep-tech hardware, biotech, and heavy industrial sectors. The focus remains tightly on consumer-facing internet platforms, fintech, and digitally native consumer brands where the co-founders' experience provides a clear edge in sourcing and post-investment support.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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