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Mikael Thuneberg

Founder & Chairman of the Board, Supermetrics · 2 appearances on the record.

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founderexecutiveengineeranalyst@mikaelthuneberg ↗LinkedIn ↗supermetrics.com ↗

Mikael Thuneberg founded Helsinki-based marketing data platform Supermetrics in 2013 after creating a connection between the Google Analytics API and Excel. He grew the company past €50 million in revenue and raised institutional funding before transitioning from CEO to Chairman of the Board in 2024.

32statements → 14claims → 5claims resolved → 100%fully supported → 3.81/5average certainty → 1.25/5average debate potential → ≈4.5/5argument clarity, estimated → 1said about them ↓

5 supported 0 partly supported 0 contradicted 9 not checkable as stated how the 14 claims stand · each chip opens the sources

1 prediction · 13 assertions · 3 opinions · 1 insight · 13 disclosures · 1 what if · every statement was checked. The prediction and assertions are the 14 claims: statements the public record can support or contradict. 5 are resolved, and 9 name no date, number or outcome precise enough to check. Everything else (opinions, insights, what ifs, disclosures) can never be settled by the record, so it carries no assessment.

The record, in short

What the tape says about how Mikael argues and how the claims held up. Everything they said, and everything said about them, is in the tabs below.

Their most notable supported claim

Assertion Supported
Supermetrics has always been profitable and never spent investor capital
“We've been profitable throughout the company history and never used one year of investor money in this company.”
Mikael Thuneberg Apr 1, 2022 ▶ 12:52 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need

Expressed certainty vs assessment result

none yet certainty 1
none yet certainty 2
100% certainty 3
100% certainty 4
100% certainty 5

weighted support: a fully supported claim counts one, a partly supported claim counts half. Each filled bar is clickable and opens exactly those claims; "none yet" means nothing said at that certainty level has resolved yet

How they sound: not measured why? →

We measure speaking style by listening to the audio itself, and a fair number needs at least 2,000 words from one person on tape we have measured. There is too little of Mikael Thuneberg on measured tape to publish a rate. This says nothing about how they speak.

Everything Mikael Thuneberg said on Top Founders that made the record, most notable first. Filter by type, assessment or year in the ledger →

Opinion
Supermetrics competitors raise at higher multiples despite worse financial metrics
“Yeah. But meanwhile, the competitors have been racing rounds with much worse numbers than we have at a pretty good, good multiples.”
Mikael Thuneberg Apr 1, 2022 ▶ 14:05 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
What-if
Supermetrics lost up to $100M in valuation due to COVID-19
“I think we lost at least fifty million, if not a hundred million in valuation.”
Mikael Thuneberg Oct 30, 2020 ▶ 19:34 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Opinion
Supermetrics differentiates by piping data directly into existing UI tools
“What makes us special is that we don't have our own reporting UI, but we let you use whatever tool you already have in your organization, so we can bring the data for you into an Excel file, or in the Google Seeds, or Google Data Studio, Power BI, Tableau, wha…”
Mikael Thuneberg Apr 1, 2022 ▶ 1:53 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Not checkable as stated
Supermetrics counts nearly all major advertising agencies as clients
“Pretty much all the major agencies are clients of ours.”
Mikael Thuneberg Apr 1, 2022 ▶ 9:36 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Supported
Supermetrics has always been profitable and never spent investor capital
“We've been profitable throughout the company history and never used one year of investor money in this company.”
Mikael Thuneberg Apr 1, 2022 ▶ 12:52 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Opinion
Thuneberg: Gaining traction as a new Google Sheets add-on is now very difficult
“Now there are hundreds of different add-ons for Google Sheets and for any new entrant, it's very difficult to get to the top anymore and gain traction there.”
Mikael Thuneberg Oct 30, 2020 ▶ 5:42 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Insight
Finnish labor laws force founders to keep cash buffers before hiring
“Of course, here in Finland, when you hire a person, you're kind of tied to that person. It's not very easy to get rid of the person. So I also wanted to be sure that I had enough buffer there.”
Mikael Thuneberg Oct 30, 2020 ▶ 8:00 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Prediction Held up
Supermetrics reached €27M ARR and projected €24M revenue for 2020
“Well, in ARR, we are now at twenty-seven million euros, and in turnover, I think we'll get to twenty-four million, maybe.”
Mikael Thuneberg Oct 30, 2020 ▶ 9:15 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Disclosure
Supermetrics ended lifetime affiliate payouts to cap commission duration
“It used to be in perpetuity, but I think there's now a limit. I don't remember exactly how, how long that is. I think it's more than a year.”
Mikael Thuneberg Oct 30, 2020 ▶ 13:42 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Disclosure
Supermetrics was valued between $200M and $500M in its $40M round
“The valuation is, is you know, let's say between 205 hundred million.”
Mikael Thuneberg Oct 30, 2020 ▶ 19:16 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Disclosure
Google Marketplaces drive hundreds of daily signups for Supermetrics
“Yeah, we get a lot of signups from there. A couple of hundred every day, same with the Google data studio marketplace. So that's also a really good source for leads for us. So those would definitely be the top two.”
Mikael Thuneberg Apr 1, 2022 ▶ 3:06 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Not checkable as stated
Supermetrics employs 260 full-time workers
“Around two 60.”
Mikael Thuneberg Apr 1, 2022 ▶ 4:51 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Not checkable as stated
Supermetrics employs 70 quota-carrying sales representatives
“That's around 70 as well.”
Mikael Thuneberg Apr 1, 2022 ▶ 5:06 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Disclosure
The vast majority of Supermetrics deals are $10,000 to $15,000
“The vast majority of our deals are still rather, rather low, like, 10 K, 15 K deals.”
Mikael Thuneberg Apr 1, 2022 ▶ 7:02 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Disclosure
Supermetrics' largest accounts are $85k ARR, with none over $100k yet
“No, we are very close. So we have some like 85 K ARR, and I think we are in negotiation with some that would be over a hundred K.”
Mikael Thuneberg Apr 1, 2022 ▶ 7:40 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Disclosure
Supermetrics has nearly 18,000 paying customers
“So total would be something close to the 18,000.”
Mikael Thuneberg Apr 1, 2022 ▶ 9:14 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Supported
Supermetrics generates €46.5 million in annual recurring revenue
“In the USD terms, I don't have actually the number, but it's around, you know, 46 and a half in euros.”
Mikael Thuneberg Apr 1, 2022 ▶ 11:23 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Supported
Supermetrics is growing revenue at 50 percent year-over-year
“So we are seeing still rapid growth. So we are at around 50% year on year.”
Mikael Thuneberg Apr 1, 2022 ▶ 11:43 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Supported
Supermetrics was valued at €250 million in its previous funding round
“So in Euro terms, the valuation was two 50.”
Mikael Thuneberg Apr 1, 2022 ▶ 13:35 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Not checkable as stated
Funnel and Adverity are the most frequent competitors to Supermetrics
“So who we meet most often would be funnel, a Swedish one Adverity, Austrian.”
Mikael Thuneberg Apr 1, 2022 ▶ 14:18 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Disclosure
Supermetrics targets M&A products to upsell existing enterprise clients
“So what we are mostly thinking there is we have a huge client base, a lot of very big companies. Big agencies. So what could be a product that we could upsell to these clients that we already have?”
Mikael Thuneberg Apr 1, 2022 ▶ 15:30 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Assertion Not checkable as stated
Supermetrics maintains a net dollar retention rate of approximately 100 percent
“So across the whole business, it's around a hundred.”
Mikael Thuneberg Apr 1, 2022 ▶ 16:57 Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Need
Disclosure
Thuneberg: Supermetrics' $40M raise included secondary share sales
“To be honest, part of that was secondary. So I also sold some shares.”
Mikael Thuneberg Oct 30, 2020 ▶ 2:31 Supermetrics $40m Raise Included Secondary at $200m+ Valuation
Disclosure
Thuneberg initially rejected Google's offer to feature Supermetrics at launch
“Some people from Google reached out and then they said that they are planning to launch this Google sheets, add on gallery. And I asked if I want, would I want to be one of the first add-ons to be featured in that gallery. And guess what? Actually, I said no t…”
Mikael Thuneberg Oct 30, 2020 ▶ 4:15 Supermetrics $40m Raise Included Secondary at $200m+ Valuation

Show 8statements(8 left)

The other half of the tape: Mikael Thuneberg's own voice is left out of every number here. Other people bring the name up 1 time in 1 episode on Top Founders. every mention, with the transcript →

Who brings them up most Nathan Latka 1

Every mention by year

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2022 1 mention in 1 episode

Appearances (2)

EpisodeDateSpeaking time
Supermetrics Does $4.3m in March, $51.7m Run Rate Helping Marketers Get All The Data They Apr 1, 2022 8m
Supermetrics $40m Raise Included Secondary at $200m+ Valuation Oct 30, 2020 10m
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