Simon Killie
Co-founder
More than 12 years across innovation, analytics and AI consultancy, including technical leadership in ecommerce. Named to Dagens Næringsliv's 40 under 40.
LinkedInAbout Laup
Moving forward.
Laup is a Norwegian company built by two brothers with backgrounds in ecommerce, AI, physics, data and software. We are building for companies that want to understand how AI treats them and do something useful with the answer.
The name
Laup is a Nordic word for a channel or path that carries flow. It can be a groove shaped through rock, a gutter or a pipe: something that guides movement towards its destination.
The intent
The word also means to run or move forward. Both meanings are deliberate. Laup is about creating a path through a changing market, then moving with enough purpose to use it.
Why we started
AI answers now shape real buying decisions.
Buyers use AI to compare products, providers and places to buy. We saw companies being named, omitted and described without a practical way to inspect the market forming around those answers.
Traditional analytics stops at the edge of the website. Search data does not show how ChatGPT, Gemini, Copilot or Claude answer a buying question, which competitors they choose or which sources they expose.
We started Laup to make those answers measurable, turn the evidence into concrete results, and help teams verify whether the result changed.
The operating loop
Understand. Influence. Connect.
These are not three disconnected products. They describe how Laup moves from a market signal to work that can be carried out and checked.
01
Understand
Track how AI responds to buying questions in the categories you care about, across engines.
02
Influence
Use measured gaps to improve the content, product data and sources that shape those answers.
03
Connect
Give your AI agents access to Laup so they can analyze evidence, perform controlled actions and verify results.
Team
Built by people who live close to the problem.
Gullik Killie
Co-founder
Senior consultant at Cloudberries with a background in computational physics, data science and software architecture across energy, transport and technology.
LinkedInBased in Norway
Nordic roots, global problem.
We are starting in the market we know best, with retailers, SaaS companies and product brands across the Nordics. The shift in how people discover and evaluate companies is global, and the measurement problem travels with it.