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Sari Harjunniemi appointed new CEO of Söderberg & Partners in Finland

Sari Harjunniemi appointed new CEO of Söderberg & Partners in Finland

3 June · 2020

Sari Harjunniemi has been appointed new CEO of Söderberg & Partners in Finland. She has an extensive career in insurance, starting from Tapiola Group in 1999 to Aon and later to Willis Towers Watson, where she held the position of Managing Director from 2016 up until 2020. 

Söderberg & Partners entered the Finnish insurance market in 2009 and has expanded its operations ever since. In early 2020, six Finnish insurance broking companies in the Söderberg & Partners network - Optimum Insurance Consultants, Semita, Rewenda, MSR Finser, Benefit Advisors and Suunta – all merged under the Söderberg & Partners brand.

As CEO of Söderberg & Partners in Finland, Sari Harjunniemi will take on the task of further expanding and developing Söderberg & Partners Finnish operations.

- My ambition has always been to find the best solutions for the clients and help them succeed. This will continue to be my main driver with Söderberg & Partners as well. I am excited about this opportunity to develop the Finnish insurance broker market in wider scale, say’s Sari Harjunniemi.

Founder and CEO of Söderberg & Partners Group Gustaf Rentzhog sees great potential for the company in Finland going forward.

- We have a long history and strong track record working in Finland, and we see great potential for us to continue expanding even further. With her extensive and unique experience from the Finnish insurance market, Sari Harjunniemi is the perfect person to lead this process and head our operations, say’s Gustaf Rentzhog.

Sari Harjunniemi will start her new position as CEO of Söderberg & Partners in Finland during the second half of 2020.


For more information, please contact:

Jørn Gisvold, CEO - Non-Life, Nordic Region, Söderberg & Partners

Mobile: +47 922 43 500


Rasmus Löwenmo Buckhöj, Head of Information, Söderberg & Partners Group

Mobile: +46 76-149 50 05

Söderberg & Partners Welcomes KKR As A Significant Shareholder

13 December · 2019

Market leader in pensions advice, wealth management and non-life insurance receives investment from KKR to further develop its product portfolio and support international expansion.

Söderberg & Partners together with TA Associates and certain other selling shareholders have today reached an agreement on the terms of an investment from KKR, a leading global investment firm. KKR will acquire a substantial minority shareholding in the founder-led business, with Per-Olof Söderberg (Chairman and co-founder), Gustaf Rentzhog (CEO and co-founder) and other key founding members remaining as long-term shareholders.

The transaction is subject to ordinary conditions precedent including regulatory approval, and is expected to be completed during the second quarter of 2019.

Söderberg & Partners is a leading non-bank provider of wealth management and corporate pension and insurance services in the Nordic region and the Netherlands. Founded in 2004, the business has seen consistent growth in AUM and is the clear market leader in Sweden, and began its expansion across the Nordic region in 2014, entering the Norwegian, Danish and Finnish markets, and expanding its pension advisory service into the Netherlands.

KKR will continue to support and assist Söderberg & Partners on its strategy of rolling out its successful platform across the Nordic region and internationally, developing its product portfolio and services proposition, and enhancing its capabilities across investment management and research. The transaction builds on KKR’s successful track record in the Nordic region and globally of working with founder-entrepreneurs to support their growth objectives and further scale their businesses.

Per-Olof Söderberg, Chairman and co-founder, said: “I am extremely pleased to welcome KKR as a significant shareholder to help us deliver the next growth phase of Söderberg & Partners. We thank at the same time TA Associates for their strong support and partnership over the years that has enabled the company to become a leading player in the Nordic region.”

Gustaf Rentzhog, CEO and co-founder, said: “I look forward to working together with KKR to continue delivering our successful platform to companies and individuals both in existing and new markets. This enhances not only the position of, and possibilities for, Söderberg & Partners, but I also believe it will significantly enhance the products and services we are able to deliver to our customers. KKR brings investment and intellectual capital, a global network of financial and industrial experts, and an unrivalled understanding of global markets and macro-economic trends to Söderberg & Partners.”

Daan Knottenbelt, Member and Head of EMEA Financial Services at KKR, said: “We are delighted to be working with Per-Olof, Gustaf and the team at Söderberg & Partners. KKR has an exceptionally strong track record in the Nordic region and investing in founder-led businesses, and this, together with our in-depth understanding of financial intermediaries, differentiated us to the founders and management team. Söderberg & Partners benefits from an extremely strong business model and market position, as well as supportive growth dynamics, and we look forward to the next phase of the business’ development.”

Chris Parkin, Managing Director, TA Associates, said: “It has been our privilege to support Söderberg & Partners’ management in executing their growth strategy. Since we invested in 2014, Gustaf and team have consistently executed on their plan to create a leading independent wealth manager, pension adviser and insurance brokerage group. We confidently expect them to build on this success in the years ahead.”

KKR’s investment was made through its European Private Equity funds.  

Citigroup Global Markets Limited acted as exclusive financial adviser and PG Magnusson Advokatbyrå AB and Mannheimer Swartling Advokatbyrå AB acted as legal advisors to the selling shareholders in connection with the transaction.   

About Söderberg & Partners

Söderberg & Partners was founded in 2004 and is today a leading non-bank provider of wealth management and corporate insurance services in the Nordic region and the Netherlands. Söderberg & Partners has in 15 years achieved a market leading position with regards to customer satisfaction and market presence within all segments in which it is active. For additional information about Söderberg & Partners, please visit Söderberg & Partners’ website at

About KKR

KKR is a leading global investment firm that manages multiple alternative asset classes, including private equity, energy, infrastructure, real estate and credit, with strategic partners that manage hedge funds. KKR aims to generate attractive investment returns for its fund investors by following a patient and disciplined investment approach, employing world-class people, and driving growth and value creation with KKR portfolio companies. KKR invests its own capital alongside the capital it manages for fund investors and provides financing solutions and investment opportunities through its capital markets business. References to KKR's investments may include the activities of its sponsored funds. For additional information about KKR & Co. Inc. (NYSE:KKR), please visit KKR's website at and on Twitter @KKR_Co.

About TA Associates

TA Associates is one of the largest and most experienced global growth private equity firms. Focused on five target industries – technology, healthcare, financial services, consumer and business services – TA invests in profitable, growing companies with opportunities for sustained growth, and has invested in more than 500 companies around the world. Investing as either a majority or minority investor, TA employs a long-term approach, utilizing its strategic resources to help management teams build lasting value in growth companies. TA has raised $24 billion in capital since its founding in 1968 and is committing to new investments at the pace of $2 billion per year. The firm’s more than 85 investment professionals are based in Boston, Menlo Park, London, Mumbai and Hong Kong. More information about TA Associates can be found at

Media Contacts

Söderberg & Partners

Louise Hagsten
Chief Communication & HR
+46 (0)76-149 50 17


Alastair Elwen
+44 (0)20 7251 3801