Press release: ELVA11 appoints Sam Aston as President

ELVA11 appoints Sam Aston as President, reuniting with CEO Jim Roslund tog accelerate the company’s growth in AI and modern software engineering

ELVA11 strengthens its leadership team with the appointment of Sam Aston as President, reuniting with founder and CEO Jim Roslund. Together, the two industry veterans aim to build a highly skilled and internationally capable organization within software engineering, AI transformation and high-performance product teams.

Across Europe, companies are shifting rapidly from traditional consulting models to integrated, AI-powered product teams. A transition that is reshaping the entire industry. This development aligns closely with ELVA11’s focus areas and the company’s belief that engineering excellence paired with applied AI will define the next era of digital transformation.

As part of this shift, ELVA11 is preparing for the next stage of its journey. Expanding into new service areas, continuing its growth trajectory, and evaluating potential acquisition opportunities that could strengthen both capability and market reach.

Our ambition is clear. To build a modern Scandinavian engineering company designed for the AI era.

The appointment also continues a long and successful partnership. Jim and Sam previously co-built and scaled Additude across several markets, and they are partners in the medtech company Starfish of Sweden. Their renewed collaboration at ELVA11 comes at a time when the company is expanding its international capability together with TUV (Tech Universal Ventures), enabling cross-border delivery from day one.

- Jim Roslund, CEO of ELVA11

“The market is evolving quickly. The classic model of isolated consultants is starting to feel a bit outdated. Prices are under pressure, competition is intense, and companies need real guidance on how to begin their AI journey. A major shift is happening, and it’s likely here to stay.

Organizations want full product teams that can ship, innovate and apply AI intelligently. Sam and I complement each other extremely well, and our combined experience gives us a strong foundation to build exactly the kind of company this new landscape demands. We also hope to announce our first larger international projects soon.

And on a personal note, we genuinely have a lot of fun when we build things together. That kind of positive energy, passion and joy tends to spread. I hope it becomes something everyone at ELVA11 feels and benefits from and hopefully something our customers will feel as well.”

- Sam Aston, President of ELVA11

“Joining ELVA11 feels like picking up the conversation exactly where we left off,” says Sam Aston.

“What struck me immediately is the caliber of this organization. The engineers, the product minds, the AI capabilities. It’s among the strongest I’ve encountered. There is a rare mix of competence, curiosity and ambition here, and that’s exactly what you need to build something meaningful in this new era.”

He continues:

“We share the same instinct. Work with good people, build things that matter, keep the culture strong, and never lose the spark. The combination of real AI transformation and world-class software development is exactly what companies are asking for and ELVA11 is very well positioned to deliver it.”

About Sam Aston

Sam Aston is a tech entrepreneur, CEO and investor with nearly three decades of experience building and scaling IT and software companies. He has played central roles in

founding and growing several technology-driven businesses, including serving as CEO of Netset, Additude, Epsilon IT and Apptus. He also contributes to strategic innovation development through board roles at Malmö University Holding and Innovation Skåne. His blend of technical insight and business acumen strengthens ELVA11’s long-term innovation and growth agenda.

About ELVA11

ELVA11 is a Swedish AI-native software engineering and product company founded in 2025. The company delivers high-performance software development, applied AI transformation and cross-functional product teams. With Scandinavian engineering roots, headquartered in Malmö and a regional office in Stockholm, ELVA11 operates with the world as its field of work through its global delivery network. Born in Sweden, built for the world.