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Hudd, its owners and its advertisers

People at the top, their companies below, Hudd in the middle and, at the bottom, the four advertisers with ties into the ownership circle. Blue lines are ownership, yellow lines are roles.

Hudd, its owners and its advertisersThe map shows the people and companies holding shares in Hudd AS, their roles in other companies, the chain into Axo Finans and Sambla, and the advertisers in Hudd’s benefits catalogue.
Click or hover over a node.
person company in the ownership chain Hudd the Axo group and Okida foreign owner advertiser in the app ownership role advertised in Hudd

The advertisers with ties into the ownership circle

Finfly. Evelina Charlotte Olsson is a shareholder in Hudd, is the sole owner of Empress Invest AS, and Empress Invest is the largest shareholder in Finfly. She is also Finfly’s managing director.

Stack by me. Tarjem Holding AS, which holds the majority in Hudd, is also a shareholder in Stack by me AS — the investment app advertising in the catalogue.

Sambla. Sambla Group AS is wholly owned by Sambla Group AB in Stockholm, under Nordic Capital. No one from Hudd appears in the Norwegian ownership layer. The tie runs through Fabian Grimelund, the registered managing director of Sambla Group AS and a co-founder of Okida Finans, in which Olsson holds a stake. The chair of Sambla Group AS is Per Håkan Österström, with Alexander Sebastian Milles and Henrietta Ingegärd Maria Spetz as board members.

uScore. The service is operated by Defero AS, wholly owned by Axo AS. The ownership chain therefore runs from Tarjem Holding through Snow Topco, Snow Midco, Snow Bidco and Axo AS all the way to one of the advertisers in Hudd’s own catalogue. Dalland, who chairs the board of Hudd, is the chief executive of Axo AS.

Dalland. The chair of Hudd is at the same time chief executive of Axo AS and chair of Axo Finans AS, one of the largest loan brokers in Norway. The Axo group is held through Snow Bidco, Snow Midco and Snow Topco, where Dalland himself, Dalland Venture Holding, Tarjem Holding, Onstad AS, Sudo Holding and Andreas Nicolai Røed all hold shares. The majority owner is Corsair Snow Ltd. Axo itself does not appear in the catalogue, but the group’s uScore service does.

Shareholdings are taken from the Norwegian Tax Administration’s shareholder register for 2025, roles from the Register of Business Enterprises. The advertising catalogue was captured from hudd.no/deals/catalog on 6 September 2026.

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