PixelFox is a technology company with a rare structural advantage: a profitable bullion and real assets trading platform that generates the cash flow to fund our SaaS acquisitions and product development. Our trading operations are conducted across multiple retail brands, creating diversified, stable, and recurring cash generation.
We transformed a traditional business by digitalizing it through our proprietary platforms. Today, that cash-generating engine forms the financial foundation of our strategy — enabling us to invest in, build, and acquire the next generation of e-commerce and technology solutions without relying solely on external capital.
This model allows us to combine operational profitability with scalable software growth, creating long-term shareholder value through disciplined reinvestment and technology-driven expansion.
We build and acquire scalable software products for the Shopify ecosystem and beyond. Our focus is on high-impact, performance-driven tools that help merchants optimize conversion, increase average order value, and operate more efficiently. Today, our applications serve thousands of merchants globally.
We inherited a traditional bullion trading operation, and transformed it through proprietary, in-house developed platforms. By digitalizing and streamlining the entire value chain, we rebuilt the business into a lean, data-driven, and scalable operation.
We build and acquire scalable software products for the global e-commerce ecosystem. Our Shopify applications serve thousands of merchants, while our in-house development team continuously enhances and expands the platforms that integrate our technology stack.
Our strategy is focused on recurring revenue models, high gross margins, and data-driven product optimization. By combining organic development with selective acquisitions, we accelerate growth while maintaining disciplined capital allocation.
We allocate capital into high-conviction opportunities aligned with our long-term strategic vision. This includes our stake in Servana AB, as well as selected positions within blockchain and emerging technology sectors.
Our investment approach is disciplined and opportunistic. We focus on scalable platforms, structural growth trends, and technology-driven business models that can compound in value alongside our core operations.
Our bullion trading operations — conducted under several established retail brands, were inherited and subsequently rebuilt using our proprietary technology. What was once a traditional business has been transformed into a streamlined, digitalized, and capital-efficient platform.
This foundation provides the financial strength that enables our SaaS expansion and strategic investments. Excess liquidity may be selectively allocated to additional real asset investments with a disciplined approach, focusing on capital preservation, tangible value, and long-term stability.
We acquired UserDesk — an AI-powered customer service platform — brought it into the PixelFox ecosystem, and continued developing it with our team. When Servana AB came knocking, we closed the deal at 19 MSEK, turning a strategic acquisition into a major return.
Acquired
19 MSEK Exit
Our operating philosophy is consistent across the Group, from SaaS platforms to real asset operations. We apply the same structured, data-driven methodology to everything we build, acquire, and optimize.
If it can be automated, it should be.
We replace manual processes with intelligent, system-driven workflows, across our SaaS applications as well as within our own trading and operational platforms. Automation increases efficiency, reduces risk, and strengthens margins.
Every product we touch improves.
We measure performance, analyze data, iterate continuously, and refine execution, whether optimizing a Shopify conversion funnel or enhancing a trading infrastructure workflow. Incremental improvements compound over time.
We build for long-term growth.
Platforms designed for ten users today are engineered to serve ten thousand tomorrow. Scalability is embedded in our architecture, enabling expansion without proportional increases in cost.
Through this approach, we combine technological discipline with operational execution, ensuring that growth is both scalable and financially sustainable.
PixelFox is a Swedish technology group that builds SaaS products for e-commerce and operates digitalized bullion trading platforms — combining tech innovation with real, profitable cashflow.
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