About Laup
Moving forward
Laup is a Nordic word that symbolizes two ideas. At its core, it describes a channel, a path that carries flow. Traditionally, it refers to a path shaped by or for water: a groove carved through rock over time, a gutter, or a pipe. A laup is what channels flow to where it needs to go. It also means to run, to move forward with speed and intent.
Both meanings are deliberate. Laup is about flow and momentum, built for a new era of commerce, and for businesses that intend to keep moving. The .ai isn't decoration. It reflects where we believe commerce is heading.
We are a Norwegian company, built by two brothers. One has spent over a decade in data, analytics, and AI, with the latter part of his career at one of the Nordics' most innovative ecommerce companies. The other is a physicist who has modelled wind and water, and now builds data platforms and software. Different paths, same conviction: the companies that make and sell products deserve to see how AI treats them.
Why we started
AI agents are becoming a real part of how people discover and buy products. Not in theory, not in five years. Now. We see it firsthand.
One of us leads AI and innovation at the Nordics' largest online electronics retailer. The other builds data platforms and machine learning systems across industries. We both noticed the same thing: retailers and brands have no visibility into how AI represents them, and no clear path to doing something about it.
Most of the tools out there focus on traditional SEO. AI is a different problem. How a model reads your product data, whether it can access your pages, what it understands about your categories. These are questions most companies have never had to ask. We started Laup to help them find the answers.
Vision
Empowering retailers and brands to thrive in the era of AI agents.
Mission
We connect businesses with AI shopping agents, help them understand how AI is reshaping commerce, and give them the tools to influence their place in it.
Connect
Standards for AI commerce are emerging. We handle the integration.
Understand
AI is already forming opinions about your brand. We help you see it.
Influence
Make your brand the one AI prefers. We help you get there.
Team
Built by people who live this problem.
Simon Killie
Co-founder
Director of Innovation & AI at Komplett Services, the Nordics' largest online electronics retailer. Over a decade in ecommerce operations, data analytics, and technical leadership. Named to Dagens Naeringsliv's 40 under 40.
LinkedIn
Gullik Killie
Co-founder
Senior consultant at Cloudberries with a background in computational physics, data science, and software architecture. Experienced in machine learning, data platforms, and simulation tools across energy, transport, and technology.
LinkedInBased in Norway
Nordic roots, global problem.
The shift to AI commerce is global, but we are starting where we know the market best. Norway has one of the highest ecommerce adoption rates in Europe, a strong culture of digital trust, and companies who are ready to try new tools. We are building here first and expanding from there.