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Urban Edenström, founder and Chairman of the Board

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“I’m very future-oriented. I’m endlessly curious about life, about business, and I’m closely involved with my companies every day,” Urban says, reflecting on his leadership style and what keeps him motivated.

Urban’s leadership is defined by his agility in decision-making. While swiftly moving around in his Stockholm office, he speaks about how he quickly adjusts to changes, whether it’s refining strategies or spotting issues before they become problems.

“I’m fast at reassessing things. If something’s not right, I can sense it early on. I have a good instinct for reading situations and people, seeing how things are going. Of course, I miss things at times, but I’m fortunate to have an incredible team that catches what I don’t,” he adds.

A cornerstone of Urban’s leadership philosophy is fostering internal talent. He believes that the ability to promote from within is a characteristic of a strong organization.

“We’re fortunate to retain high-performing individuals for many years. If we’re unable to recruit internally, I see that as a weakness in the organization. Of course, some roles are harder to fill internally, but especially in smaller companies, it’s crucial to nurture talent from within,” he says.

The two-CEO model allows Urban to develop internal talent, another aspect of his leadership philosophy. He is a strong advocate for promoting from within, adding that the dual-CEO structure creates more opportunities for leadership development within the company. "It’s about giving talented individuals the chance to lead and grow without waiting for a vacancy."

At Newsec, employee well-being has always been a priority, and the dual-CEO model ensures that the leadership team remains in close touch with the people driving the business forward.

"Having two CEOs allows for a broader range of perspectives and faster decision-making. With two leaders, you can handle more issues simultaneously while ensuring no critical area of the business is overlooked." This approach speaks to his agility in decision-making, a quality he demonstrates daily, whether navigating rapid changes or fine-tuning business strategies.

Urban views external recruitment as not only a possible loss of time but also as a potential threat to the company’s carefully cultivated culture.

“When we need to hire from outside the office too often, it feels like a bit of a failure on the organization’s part. You lose time, and more importantly, you risk losing the culture that has been built over time,” he emphasizes.

Beyond leadership, Urban’s vision for Newsec is deeply rooted in the company’s core values, which have remained unchanged for over two decades. These values, particularly the prioritization of employees, have been instrumental in shaping Newsec’s success.

“The values we live by today are just as important as they were 20 years ago. What we established back then still holds true today,” Urban says.

One of the defining characteristics of Newsec’s culture is its commitment to putting employees first—a strategic decision.

“We’ve always focused on our brand, but what makes us different is that our employees come first. Over the years, talented people have left us on good terms, proud to become our clients. We’ve been like a family from the beginning, knowing each other well. Passion for colleagues has always been at the heart of our culture,” Urban explains.

Another key value for Urban and Newsec is the relentless pursuit of excellence. Integrity and high standards have always been non-negotiable.

“We’ve always strived for excellence, and integrity has been at the core of that pursuit. Excellence means a great deal to us, and it’s something we work towards constantly,” he concludes.

Urban Edenström’s leadership is a blend of foresight, adaptability, and a deep commitment to people and values. As he continues to outline the future of his companies, his focus on cultivating a strong, value-driven culture remains central to his vision. 

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