Trends With: Elise Bredenberg

Elise is the Owner and Marketing Manager at BTR Group. She holds a background in journalism and communications and brings over a decade of experience within the company. In 2022, she assumed ownership of BTR Group, continuing its legacy as a family-owned business.

BTR Group is a Nordic professional services firm specializing in accounting, Employer of Record (EOR), and Professional Employer Organization (PEO) solutions. BTR supports mostly international companies entering and operating in Sweden, Denmark, and Finland by serving as their local expert partner, delivering full compliance, operational guidance, and market expertise across the Nordics.

What trends do you see within your line of business?

From what I’ve noticed, there is a clear shift toward simplicity and speed. Companies, especially international ones, want to enter Sweden and the Nordics without building a full legal or administrative setup. That’s really driven the growth of EOR & PEO services as a strategic tool rather than just a “temporary fix.”

On the accounting side, we’re seeing much higher expectations around real-time reporting, automation, and compliance visibility. Clients don’t just want their books done correctly, they want dashboards, insights, and early warnings, especially given how detailed and regulated the Nordic compliance landscape is (think payroll, pensions, tax reporting, and collective agreements).

There’s also a strong trend toward cross-border employment. More companies are hiring remotely across Sweden, Finland, and Denmark, and they want a partner who understands the nuances of all these markets, not just the basics.

From your perspective, what are the greatest challenges right now?

One of the biggest challenges is keeping up with the pace of regulatory change. The Nordics are known for strong employee protections, transparent tax systems, and detailed reporting requirements, which is great, but it means EOR, PEO and accounting providers have to stay constantly updated and proactive.

Another challenge is education. Many international clients underestimate how different the Nordic employment and payroll models are, from employer contributions and benefits to vacation rules and collective bargaining structures. A big part of our role becomes guiding them, not just processing things.

Finally, there’s growing pressure around data security and compliance. Handling payroll and financial data in a highly digital, cross-border environment means clients expect very high standards when it comes to GDPR, system security, and audit readiness.

And, opportunities?

The biggest opportunity is becoming a true strategic partner, not just a service provider. Companies expanding into Sweden and the Nordics don’t just need someone to “run payroll”, they need local insight, risk guidance, and help making smart hiring and setup decisions.

There’s also a strong opportunity in bundling EOR, PEO and accounting services. Clients really value having one partner who can handle employment, payroll, bookkeeping, reporting, and compliance in a seamless way, especially across multiple Nordic countries.

Lastly, sustainability and transparency are opening new doors. The Nordics are leaders in ESG and ethical business practices, and companies increasingly want financial and employment partners who can help them report responsibly and operate in line with those values.