UA Welcomes New Chief Financial Officer From Moor, Bengt Häger

MOOR Partner Bengt Häger officially joins Universal Avenue as Chief Financial Officer

Häger joins the management team to support rapid growth of the Stockholm headquartered Sales-as-a-Service platform

Universal Avenue, the global on demand Sales-as-a-Service app, announces its new Chief Financial Officer Bengt Häger. Effective May 1, 2016, Häger joins Universal Avenue from his position as Investment Manager and Partner at MOOR, one of the investors backing Universal Avenue. Häger brings an extensive background as CFO, COO and CEO in fast-growing, entrepreneurial driven companies, along with a deep appreciation for Universal Avenue and its unique position pivoting away from the current market and transforming the workplace.

About the move, Häger says; ‘Working closely with the founders since inception as an active investor, I am constantly impressed with the strength of the team, the business model and market opportunity of Universal Avenue. As the company now gears up for accelerated expansion, it’s the right timing to step in full-time, and together with an exceptional group of people, further facilitate the company’s growth objectives.

‘MOOR have been supporting our journey for over two years, and as a Chairman Bengt has been an integral part of the Universal Avenue team since the very beginning, so it’s an easy transition to have him onboard full-time. It goes without saying that we’re thrilled to have his knowledge and experience amongst us, as well as his passion and belief in the company’, says Johan Lilja, Universal Avenue’s Co-Founder and CEO.

About Universal Avenue Universal Avenue is a global sales force on demand that accelerates the growth of leading online brands, through Brand Ambassador and Customer Acquisition. We look at sales from the perspective of representation - selecting and training people to become Brand Ambassadors. Brand Ambassadors live all over the world, set their own schedule and are free to work wherever they choose to go. Together they form a distributed network that gives clients the freedom to grow at any market, at any time.

The company is headquartered in Stockholm, with offices in London, Barcelona and Athens. Universal Avenue is backed by MOOR, along with Northzone and Salesforce Ventures.