Nordic Capital adds additional firepower to Siteimprove with Morten Hübbe as new Chairman and new partnership with Chr. Augustinus Fabrikker | Nordic Capital

Nordic Capital adds additional firepower to Siteimprove with Morten Hübbe as new Chairman and new partnership with Chr. Augustinus Fabrikker

NOVEMBER 30 2020

Nordic Capital-backed Siteimprove, a leader in website experience and digital marketing optimisation, has appointed Morten Hübbe as its new Chairman to accelerate growth. Morten Hübbe brings significant experience within financial services, software and technology as the Group CEO of Tryg and Deputy Chairman of SimCorp. In addition, Danish-based Chr. Augustinus Fabrikker, with a focus on long-term ownership of Danish businesses, will become a strategic minority partner in Siteimprove to further support international expansion.  

“Siteimprove is one of the leading SaaS companies globally with great potential for further growth. It has a world class product offering which reduces inequality in society by helping people with disabilities gain access to a digitalised world and it also drives growth across essential digital disciplines. Nordic Capital is enthusiastic about bringing further expertise to expand Siteimprove’s offering and international footprint. Morten Hübbe is a very experienced leader in the software and tech space and brings a unique set of skills and experience that will help Siteimprove scale and grow”, says Fredrik Näslund, Partner and Head of Technology and Payments, Nordic Capital Advisors.

Morten Hübbe is Group CEO of Tryg, one of the largest non-life insurance companies in the Nordic region and Deputy Chairman of SimCorp, one of the world’s leading provider of integrated investment management solutions. He has a proven track record of building strong fintech businesses. Morten holds 25+ years of insurance experience, of which nearly 20 years have been at the top executive level. In addition, he has Supervisory Board experience in Banking, Software and IT development. He has also recently been appointed the new Chairman of Conscia, another Nordic Capital portfolio company.

“Siteimprove is one of the fastest growing software companies in Denmark and it is truly exciting to be appointed Chairman of Siteimprove. The task is to continue growing on the back of Siteimprove’s strong people and product offering, its exciting customer portfolio and solid business plan. I’m looking forward to supporting the company with my experience on this journey,” says Morten Hübbe.

Siteimprove was founded in 2003 by its CEO Morten Ebbesen, and is headquartered in Copenhagen, Denmark. Since inception, the company has grown steadily, and today has offices across Europe, North America and Asia. Siteimprove has 550 employees in 15 countries and over 7,200 customers globally. The Company’s customer base derives mainly from financial services, healthcare, and the public sector, and includes some of the most well-respected organisations in the world.

In October 2020, Nordic Capital became the majority owner in close partnership with the CEO and founder Morten Ebbesen. In addition, Chr. Augustinus Fabrikker, a well-established and dedicated long-term owner of Danish-based businesses, will now become a strategic minority owner to support sustainable value creation.

“Firstly, we are truly impressed with the competences and innovation power that we discovered in Siteimprove, and secondly, for Chr. Augustinus Fabrikker, this is a chance to actively invest in a company that wants to grow internationally from their Danish base. That is the kind of situation that we exist to support,” says Claus Gregersen, CEO, Chr. Augustinus Fabrikker.

Technology & Payments is one of Nordic Capital’s focus sectors where it has extensive experience, a strong and active sector network, and a dedicated team with local presence across Northern Europe. Since 2018, Nordic Capital has made 18 platform investments in this sector including former and current investments such as Bambora, Trustly, Conscia, BOARD International and Signicat.

Footnote: “Nordic Capital” refers to any, or all, Nordic Capital branded or associated investment vehicles and their associated management entities. Nordic Capital is advised by several non-discretionary sub-advisory entities, any or all of which is referred to as “Nordic Capital Advisors”.

Press contacts

Nordic Capital
Katarina Janerud, Communications Manager
Nordic Capital Advisors
Tel: +46 8 440 50 50

Jesper Termansen, Chief Marketing Officer
Tel: +45 2479 8646

Chr. Augustinus Fabrikker
Tel: +45 3314 7222

About Siteimprove

Siteimprove is a SaaS solution that helps organisations achieve their digital potential by empowering teams with actionable insights to deliver a superior website experience and drive growth. Siteimprove has 550+ employees across 13 offices, helping over 7,200 customers globally. The company has 17+ years of digital expertise and partners with leading organizations such as the W3C, the UN, and Adobe. They also offer best-in-class technical support, academy courses, services, and technology integrations.

About Nordic Capital

Nordic Capital is a leading private equity investor with a resolute commitment to creating stronger, sustainable businesses through operational improvement and transformative growth. Nordic Capital focuses on selected regions and sectors where it has deep experience and a long history. Focus sectors are Healthcare, Technology & Payments, Financial Services, and selectively, Industrial & Business Services. Key regions are Europe and globally for Healthcare and Technology & Payments investments. Since inception in 1989, Nordic Capital has invested more than EUR 15.5 billion in over 110 investments. The most recent fund is Nordic Capital Fund X with EUR 6.1 billion in committed capital, principally provided by international institutional investors such as pension funds. Nordic Capital Advisors have local offices in Sweden, Denmark, Finland, Norway, Germany, the UK and the US. For further information about Nordic Capital, please visit

About Chr. Augustinus Fabrikker

Chr. Augustinus Fabrikker is a subsidiary of the Augustinus Foundation, which is among the largest cultural foundations in Denmark. The industrial heritage stems from 1750 and the focus on value creation is based on this long-term tradition. As part of a strategy to be a long-term, committed and value-adding owner, the portfolio comprises considerable ownership in successful and iconic Danish businesses such as Tivoli, Jeudan, Royal Unibrew, STG, the furniture companies Fritz Hansen and GUBI as well as Gyldendal. Through ownerships the aim is to create value for the benefit of both Danish businesses and society. With a balance of more than DKK 30 billion, it is Chr. Augustinus Fabrikker’s investment return which facilitates the significant non-profit cultural, social and research-related pursuits of the Foundation. For further information about Chr. Augustinus Fabrikker, please visit