A law, accounting or consulting firm gets named when a founder asks who to call by having the pages an answer can quote: a page for each piece of work the firm is known for (a priced round, a first audit, an option programme, a move to the US), partner pages that say what each partner has done, and explainers written the week a rule changes, in Swedish and in English. Throughline reads what the assistants tell founders and finance leads every week, which firms they name and from which pages, and drafts what the partners publish.
This page is for a law firm, an accounting or audit firm, or a consultancy of ten to two hundred people that serves startups and growth companies in the Nordics and Europe. Work comes by referral: an investor names the firm, a board member recommends a partner, an accelerator lists it among its partners. The partners are known in the ecosystem and their LinkedIn posts carry much of the reputation. The founder or finance lead who has not been introduced yet asks an assistant which firm handles a seed round or a first audit, checks that list with people they trust and the rankings, then asks two or three firms for a proposal. The names on it are the firms whose work is written down.
Where is the firm named, and in which language?
Founders ask the same question in Swedish and in English, and the answers differ. This is a week of the questions that come before an introduction, and where this firm was named.
What does Throughline read for an advisory firm?
The firm’s own record first. The CRM (HubSpot, Pipedrive or a practice system) gives every enquiry, the matter it became and who introduced it; the booking tool gives every first consultation; Search Console shows which practice pages are found; the newsletter and event tools show who came to the seminar on option programmes; and LinkedIn shows which partners’ posts founders and investors engaged with.
Then the questions. The weekly watch asks ChatGPT, Claude, Gemini and Perplexity what a founder or a finance lead asks before an introduction: which firm handles a priced round, who audits a fast-growing company for the first time, who sets up an option programme, who advises on a US holding company or on the EU AI Act, how each firm charges, by the hour or a fixed fee, and which companies like theirs it has advised. It asks in Swedish and in English, “Vilken redovisningsbyrå passar ett tillväxtbolag inför första revisionen?” beside its English twin, and records which firms are named and which pages each answer leans on: practice pages, partner bios, ranking directories, accelerator partner lists.
And the ecosystem. Funding rounds, accelerator cohorts, new rules and the end of the financial year each start a search. The scouts watch for them, so a partner’s explainer is drafted in the week the question starts.
What does it find in a practice that runs on introductions?
The numbers are small and every matter matters, so each finding carries its count and the one thing that could make it wrong.
Consultation requests moved with the weeks a partner posted about option programmes, and most of them read the firm’s option page first.
The firm is named in English answers about venture rounds and missing from the same question asked in Swedish.
Matters introduced by investors closed faster than direct enquiries, and the firm’s pages say nothing an investor could forward.
What do the agents draft for the partners?
The work a business development lead would assign, if the firm had one: a page for each piece of work the firm is known for, in Swedish and English; partner pages that say what each partner has done, with matters described rather than named; explainers in the week a rule changes; one-page summaries an investor or an accelerator can forward; seminar invitations and the follow-up after; and posts the partners can publish under their own names. Each partner approves anything in their name, and nothing goes out without that yes. Professional rules on what a firm may say are followed in every draft.
Every page is tested against the questions founders ask before it goes live, and read again a week later.
- PageVenture-round practice page, Swedish and English$6.40
- PageExplainer on the new rule, by the partner$6.40
- BriefOne-page summary for investors to forward$2.60
- EmailSeminar invitation and follow-up$4.20
- Video45s from the option-programme seminar$10.80
- SocialFour posts for two partners$1.20
That is one week’s queue. If a draft takes more runs to get right, those runs are on us, never on the bill.
Which numbers move, and by how much?
Introductions stay the best source of work. What changes is what a founder finds before and after one: a page that says the firm does this work, a partner who has written about it, an answer that names the firm in the language the founder asked in. Over two quarters the firm is named for the work it is best at in both languages, the partners’ posts lead to pages, and the founders nobody introduced find the firm as well. How fast depends on how much of the firm’s work can be described without naming clients.
| The number | How it moves | What the size of the move depends on |
|---|---|---|
| Named in founder questions, by language | The Swedish answers catch up with the English ones, practice by practice | How many practices have a page in each language |
| Consultations that were not an introduction | Rise with each practice page and explainer | How narrow the firm’s focus is |
| Partner posts that lead to a page | From none to every post | How often partners post |
| Days from a rule change to the explainer | From months to the same week | Who reviews the wording |
| Days to engagement, introduced and direct | Direct enquiries close closer to introduced ones | Whether the summaries reach the investors who introduce |
Keep the introductions. Make sure the founder who was not introduced finds the same firm.
What happens in the first thirty days?
- Week 1Throughline reads the CRM, the booking tool, search, the newsletter and the partners’ LinkedIn, and starts the weekly watch in Swedish and English.
- Week 2The first briefing: each founder question, who is named in each language, and which practices have no page.
- Week 3The first practice page, the first explainer and the investor summary are drafted and approved by the partners.
- Week 4The first receipt: what shipped, what it cost, what moved.
Questions people ask
Our profession limits what we can say. Does Throughline know that?
Every draft follows the rules your firm works under, and every piece is approved by the partner whose name is on it before it goes anywhere.
We cannot name clients. What can the pages show?
The kind of company, the work, how long it took and what it involved. Anything that names a client goes to them first, and most pages never need to.
We are on accelerator partner lists already. Why more?
Those lists start the shortlist. The founder still checks the firm, and asks an assistant about it, before the first meeting. The pages make sure that check finds the work.
Who on our team approves the work?
Each partner approves what carries their name. A managing partner can approve the rest. Every approval happens in one queue.
Where do we start?
With the Visibility Report: a week of the questions founders ask, in Swedish and English, and who is named. The call after it sets the scope.