Mats Friberg, Board Member of Volupe FS Group
After nearly three decades on the vendor side – most recently as Vice President and Managing Director of Siemens Digital Industries Software Nordics – Mats Friberg is switching seats. As a new board member of Volupe FS Group and founder of advisory firm I & M Advisory AB, he brings a unique perspective on partnerships, growth, and the future of simulation. We sat down with Mats to hear his thoughts on crossing over to the partner side.
"Openness, Trust and Transparency – we are all on the same team."
You've spent your entire career on the software vendor side. What made you want to step into a board role with a partner like Volupe?
Well, first of all, it was my own decision to step down from my position at Siemens with the purpose to enter retirement. However, when approached by Volupe FS Group and Private Equity firm Priveq about the opportunity to join the Board of Directors for the newly established Group I saw this as a great opportunity to leverage my knowledge and connection to support the very aggressive expansion agenda of the Volupe FS Group.
You've worked with Volupe as a Siemens partner for years. How does it feel to now be on the inside?
Since the beginning when Volupe became a Siemens Partner, they have delivered very strong and profitable growth for Siemens. With the new Group being formed this will accelerate their growth further and faster which is something I truly want to be part of in my new position. Also a great learning for me to be part of the "other side" with all that means.
Looking back at 17 years leading Siemens in the Nordics – what's the leadership lesson that has stayed with you the most?
During my years at Siemens I built the culture to be Openness, Trust and Transparency. We are all on the same team and to become a high performing team we need these pillars to work. And I believe we were successful in this approach and it also gave me great friendships within the company besides being a very reliable high performance organization.
"This is why I loved my job at Siemens and remained for 30 years."
The PLM industry looked very different when you started at SDRC in 1996. What change has surprised you the most along the way?
It's been a journey for sure but the most surprising turn was when Siemens acquired what was known as UGS at the time in 2007. At the time we were a CAD/CAM/CAE and PDM company primarily. But with the financial power of Siemens and the trust Siemens leadership put in our business the acceleration of acquisitions and growth has been enormous. This is why I loved my job at Siemens and remained in Siemens for 30 years.
Volupe and FS Dynamics have joined forces under Priveq. What excites you about this combination?
A bit like when Siemens acquired UGS. With Priveq, there is a solid investor who believes in our plan and has the financial strength and stability to drive the pan-EMEA expansion we are driving. Clearly Priveq have great talent on the team and have shown a very pragmatic attitude which makes my assignment very exciting.
"Speed is key for successful expansion."
You've seen many partners come and go over the years. What separates the ones that thrive from the rest?
A clear strategy for growth, focus on what market to address and financial strength to follow through. Those are the Partners that will last over a long time.
You also run your own advisory firm, I & M Advisory. How do you see that work complementing your board role?
This is a "family business" together with my wife who is a HR-professional, also with 30-year experience. Together we set the company up in order to be able to support in i.e. Interim assignments, advisory services or as with my assignment directly with Volupe FS Group where I also do additional work besides my Board Assignment.
If you could give one piece of advice to the Volupe team, based on everything you've learned – what would it be?
Speed is key for successful expansion.
After decades of long hours in a demanding industry – how do you recharge?
Hahaha, well I am back again to what I truly love, cross-country skiing where I completed Marcialonga on January 26. Soon the bike will come out again and with warmer weather the golf season will start. Besides that, I have a wonderful family, my wife and three grown sons, with whom I have so much fun so I never have any issues with recharging.
Finally – what are you most looking forward to in this new chapter?
To leverage my experience and connections to help Volupe FS Group to achieve their growth plan and to celebrate their success along the way.
Connect with Mats on LinkedIn.
