Calleoke

I'm a commercial founder who got tired of fumbling calls and decided to build the tool I wish existed. Wrote the pitch deck December 2023, spent a year looking for a technical co-founder, couldn't find one, taught myself to code and shipped two versions. Before that: co-founded Brashy Studios with my brother — 8 years bootstrapped in LA, MoMA permanent collection, Rihanna and Bella Hadid wore us and we never spent a dollar on celebrity placement. Then 10+ years in B2B sales, SDR through Head of Sales, building the engines I now wish had a real-time coach in them. Pattern: when a layer doesn't exist, I build it.

Haegg Haegg Group is an independent venture studio based in Stockholm, run by brothers Axel and Jacob Hägg. The firm develops and operates a small, deliberately-sequenced portfolio of companies across creative production, sales intelligence, and applied AI operations — including Intelligence Matters, an AI image production studio, and Calleoke, the real-time sales coach. Binding the portfolio together is Cortex, an internal system HHG has been building since 2025: a living intelligence layer that encodes the firm's voice, playbooks, relationships, and operating knowledge, and orchestrates the tools, data, and agents that run the businesses day to day. The thesis — that every company is becoming what HHG has been calling a *CompanyOS* — is explored in the ongoing Cortex series on Substack. Calleoke is the sales-facing surface of that thesis. The portfolio is the thesis walking.