About us
Abrax is an AI operating system for your business.
An AI-native CRM that handles registration, communication and follow-up automatically — for every organisation that runs on communication and information, with recruitment and staffing as the spearhead.
Others add AI to software. We build software around AI.
01
Three ways Abrax works
One system, three modes. The first is the foundation. The other two stand on it.
CRM
The CRM builds itself
What happens in your business, and what is your responsibility, is saved automatically.
A CRM is fundamentally two things: cards to place the world on, and a stage for every deal. What makes it heavy is that someone has to write. In Abrax the system reads what is already happening — email, calls, meetings, documents — and enters it. An email from an unknown person becomes a contact card. A booked meeting moves the deal. A call lands on the right person. The stage is not something you set; it follows from what happened. That is the foundation, and everything else Abrax does assumes it holds.
COMMAND
Ask and you shall receive
You describe what you want done. Abrax does it, in the tools you already have.
"Book candidate 2 with the client next week and send the brief." To carry that out, Abrax has to read the candidacy in the CRM, both parties’ calendars and the email thread, then prepare the booking and the email. That is the difference between a command and a chat: the answer is not text about what should be done, but the work done — and shown to you before anything is sent.
EVENT TRIGGER
Something happens. Abrax takes it from there.
An event in the world puts Abrax to work, up to the next decision, which is yours.
The client says yes to an interview. Before you have opened your inbox, Abrax has read the reply, pulled time slots from the calendars, updated the candidacy and drafted a confirmation. The stretch from event to decision is prepared; the decision stays with you. It is the way of working we have called Jarvis from day one: an assistant that works in the background and comes to you when there is something to decide.
The same rule in all three modes: Abrax prepares, you decide.
Every proposal can be approved, changed or dropped. What we measure Abrax on is how often you approve as is — whether what was prepared was what you had in mind, or something better. Trust is not something we can promise. It shows in that number.
02
Why legacy CRM is not enough
Everyone knows the CRM should be up to date. Nobody has the time. The numbers say what experience says: the human factor wins, every time.
32% spend more than an hour a day on manual data entry of salespeople · Salesforce, State of Sales 2025
47% use the CRM as intended of salespeople · CSO Insights
37% lose revenue because of poor CRM data of companies · Validity, 2025
84%
of companies have not redesigned their processes around AI.
Deloitte, State of AI in the Enterprise
90%
of companies have employees using personal AI tools — often without IT approval.
Fragmentation
A team uses five to ten separate tools, each in its own interface. None of them knows what the others know.
Manual entry
The system only knows what someone typed in. What nobody had time for does not exist, and after a few weeks the card is more empty than full.
Bolt-on AI
An AI feature on top of such a foundation can only see what has already been entered. It delivers a fraction of what AI can, because it lacks what AI needs: context.
"Within the next few years, 30–50% of all business processes in large enterprises will be handled by AI agents rather than humans."
— Arvind Krishna, CEO IBM
03
Legacy CRM and AI-native CRM
Two terms that sound like an upgrade but describe two different kinds of system. The difference is not the features. It is the foundation.
Legacy AI-native 2025 2015 2018 2025 2030
The inflection point
In December 2025, AI models crossed the threshold where software can understand context, not just execute commands. From that point, the capability of systems built around AI grows with every new model — without rebuilding, because the foundation was made for it.
A legacy system gets the same models, but only as a feature on the side. The curve flattens, because the architecture cannot take in more. A feature phone can get a better camera. It does not become a smartphone.
Assistive AI Gives you suggestions — you do the work Summarises meetings — you still update the systems Flags opportunities — you still follow up Agentic AI — Abrax Does the work — you approve or steer Handles the entire meeting workflow end to end Acts on opportunities across all tools
The distinction — assistive versus agentic — follows Salesforce’s own report Agentic Enterprise: Design Principles, 2026.
| Legacy CRM | AI-native CRM | |
|---|---|---|
| The foundation | A database with forms. The system stores what people type in, and at best logs emails and meetings without understanding them. | A context graph that agents read and write in. The system observes, the human decides. |
| Where the AI sits | Beside. A button, a chat, a summary on top of the same data model. | Inside. Every part is built so an agent can read, reason and act in it. |
| What the AI can see | Fields and records, one at a time. Not the context between them. | What actually happened — email, calls, meetings, documents — and the connections between them. |
| When something happens | The activity may get logged. The stage does not move until someone moves it. | The stage follows the event. |
| How it gets better | Better models improve the AI feature. The system beneath it stays the same. | Better models give a better system without rebuilding. The foundation is built for it. |
This is a difference in kind, not in degree. A legacy CRM can get AI features, but it cannot become AI-native — for the same reason a feature phone cannot be upgraded into a smartphone. What separates them is not what they can do, but what they were built around. AI-native means built from the ground up so an AI can read, reason and act in the system. That is why Abrax was built from zero rather than on top of something that already existed.
04
What Abrax does
Four parts that share the same context — each one knows what the others have done.
UNIFIED AI LAYER CRMx Context Graph — a reasoning CRM Agentic Voice Telephony and AI customer service, 24/7 AI agents The orchestration layer Existing systems Integrates the tools you already have
CRMx — a reasoning CRM
A CRM built on a Context Graph: contacts, companies, deals, openings and candidates connected the way they are in reality, not the way they sit in a table. AI agents read email, calendar and documents and enter what happens. The result is a CRM that is up to date without anyone updating it.
Agentic Voice — telephony and AI customer service
Abrax has its own communication layer with telephony through a mobile operator. A call becomes an event in the CRM with the same context as an email: who, about what, in which deal. The AI customer service answers around the clock and leaves the same trail.
AI agents that work together
An orchestration layer where specialised agents for email, calendar, CRM, documents and search work together. Each agent does one thing; the orchestration decides which are needed for a task and in what order. You give a command or let an event set it off, and Abrax prepares the whole stretch before you decide.
Integrations with what you already use
Gmail, Outlook, Google Drive, OneDrive, Google Calendar, Outlook Calendar and SCB are connected today. Fortnox, Slack, LinkedIn, Scrive and Visma are next. You do not have to replace your tools to get a system that understands them.
05
What makes Abrax different
Five concrete differences from the CRM systems you are probably comparing with.
01
Native, not bolted on
Abrax is built from the ground up around AI agents that can read, reason and act throughout the system. That cannot be achieved by putting an AI button on top of a data model from the 2010s.
Salesforce and HubSpot add AI features on top of existing platforms. Abrax is built around them.
02
Zero manual entry
Salespeople spend on average more than an hour a day entering data into CRM, and a system that requires entry is rarely used as intended. In Abrax the world keeps its own books: the email, the meeting and the call land on the right card with no hands on.
Traditional CRMs assume the human registers. Abrax assumes she does not have time.
03
The communication layer is built in
Telephony, voice AI, email and calendar are parts of the same system, with the same context. A call is an event in the CRM, not a record in a separate phone system someone has to connect afterwards.
HubSpot and Attio require separate telephony and voice solutions. Abrax has its own communication layer.
04
Zero months of commitment
No lock-in, no notice period. You stay because Abrax is useful every month, not because a contract holds you. A system that claims to save time should be possible to leave the month it does not.
Salesforce and HubSpot are normally sold on annual contracts with add-on modules. Abrax can be cancelled today.
05
Built for the Nordics
Swedish integrations like Fortnox, Scrive, Visma, SCB and Kivra are in the plan from day one, not as an afterthought. Abrax is the first AI-native CRM built in the Nordics, by founders who have sold and recruited here themselves.
International platforms start in the US and get translated. Abrax starts here.
06
Who uses Abrax
Every organisation where the work consists of communication and information. From one user to thousands. Recruitment and staffing is the spearhead — where the demands are highest — not the limit.
- Sales teams in B2B companies that live on follow-up and lose deals to CRM data nobody had time to update.
- Consulting and service firms where the client dialogue is the product and nobody has time to record it.
- Independent consultants and small teams who want a CRM that runs itself from day one.
- Enterprise organisations with thousands of users who want an agentic AI layer over the systems they already have, instead of ripping them out.
- The spearhead: recruitment and staffing firms, where every deal consists of emails, calls, meetings and candidates. If the system holds there, it holds everywhere.
07
The team behind Abrax
Two founders. One who has built companies like the top 1%. One who put AI into production for 10,000 employees and millions of customers in one of Sweden’s most regulated industries.
Oskar Tellebo
Co-founder & CEO
Salesperson since 18, entrepreneur since 21. In his first five years as an entrepreneur he reached 30 MSEK in revenue and 9 MSEK in profit with 25 employees. The last month before covid hit: 1.5 MSEK in revenue and 500,000 SEK in profit. Without covid those numbers would be five times higher today. The architect behind Abrax AI. Oskar builds the framework for how the system’s intelligence and agency harmonise. Responsible for product, design and market.
Peter Boström
Co-founder & CTO
M.Sc. in Computer Science from KTH. Three years in the defence industry at Saab, four years in finance at Länsförsäkringar, from software developer and DevOps/MLOps engineer to AI Solutions Architect. Built Länsförsäkringar’s first internal ChatGPT and grew it into a platform that 10,000 employees use every month. Since then responsible for the architecture behind the group’s AI systems, and guides the development teams. Has built the entire Abrax production system.
How Abrax began
Abrax began in April 2025 from a simple observation: everyone knows the CRM should be up to date, and nobody has the time. AI had just crossed the threshold where software can understand context, not just execute commands — so instead of adding AI to an old CRM, we built a CRM around AI. The idea was Jarvis from day one: an assistant that works for you. We broke it down into three modes — CRM that keeps its own books, command that executes, event trigger that takes initiative — and one rule that holds them together: Abrax prepares, you decide. Two founders, shared ownership, more than six thousand hours.
April 2025 Build start 6,000+ Hours invested 2 Founders, 50/50
08
What working with Abrax is like
You talk to the founders, not to a sales organisation.
01
Demo
Book a demo at abrax.se/demo or join the waitlist. We show the system on your own workflows.
02
Connection
You connect email and calendar. Abrax reads the history and builds the CRM from what has already happened — no import templates, no manual migration.
03
Onboarding
You work directly with Oskar and Peter. The goal is not to tick off a list of requirements, but to build what you did not know you wanted.
04
Operation
No lock-in, no notice period. New integrations and agents roll out continuously to all customers with no upgrade projects.
CONTACT
Email oskar@abrax.se or peter@abrax.se. A founder answers personally.
WHO YOU MEET
Oskar for product, design and business. Peter for architecture, security and integrations.
SECURITY
Built with security from the ground up, not as an add-on. Certifications (SOC 2, ISO 27001) are in the next phase.
09
Frequently asked questions
What is Abrax?
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Abrax is an AI operating system for your business. At its core is CRMx, a CRM where AI agents read your communication and register contacts, companies, deals and activities automatically — together with Agentic Voice for telephony and AI customer service.
Does Abrax replace our current CRM?
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Yes, Abrax is a complete CRM. But you do not have to replace everything else: Abrax integrates with the tools you already have, such as Gmail, Outlook, Google Drive, OneDrive and your calendars.
What does zero manual entry mean?
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You connect your data sources, above all email and calendar. From then on Abrax observes what happens and enters it into the CRM: a new email from an unknown person becomes a contact card, a booked client meeting moves the deal to the right stage. You approve, change or drop what Abrax proposes.
What does the agreement look like?
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Zero months of commitment and no notice period. You pay per user and can stop whenever you want. Pricing is given at the demo.
Who is Abrax for?
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Every organisation where the work consists of communication and information — from one user to thousands. The spearhead is recruitment and staffing, where every deal consists of emails, calls, meetings and candidates; if the system holds there, it holds everywhere.
How do we get started?
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Book a demo or join the waitlist at abrax.se. At the start you connect email and calendar, Abrax reads the history and builds the CRM, and you work directly with the founders during onboarding.
Initiate.
See how Abrax reads your own workflows. Book a demo, or join the waitlist.