two founders · one tool
Built by people
who have sat in the meeting.
Mirror is not theory. It is built on real conversations, real objections and real lost deals. Morten has sat in them. Martin has built the systems that handle them.
Conceived
2024
in Aarhus
Founded
2026
self-funded
Team
2
no layers
the founders
01 · sales
Morten Friis
Frederiksen.
CEO · co-founder · Aarhus
Morten has sat in 1,000+ sales meetings — as a rep, sales trainer and district manager. He knows exactly where the conversation breaks: the second objection, the wrong opener, the follow-up that came three days too late. Mirror is his answer to that.
Experience
15+ years in B2B sales
Method
DISC · C-level · B2B SaaS
Today
DIRECTORS ApS · sales trainer
What it means for you
Someone who has sat in the conversation 1,000+ times.
principle
"I've helped 1,000 reps read buyers. Mirror is the same — just 60 sec, not 6 weeks."
02 · tech
Martin
Egesø.
CTO · co-founder · Randers
Martin has built software since he was 20 — not as side projects, but as companies. He doesn't build features that look good in a demo. He builds systems that hold when it counts: EU hosting, privacy by design and a Chrome extension that sits exactly where you work.
Experience
Software since 2003 · 6 companies
Specialty
SaaS architecture · extensions · EU infra
Approach
Privacy by design, not by policy
What it means for you
Systems that work in practice — not just in the demo.
principle
"Your customer data shouldn't cross the Atlantic. We host in Frankfurt — so you know exactly where it lives."
the story
From idea
to launch.
FALL · 2024
The idea is born
Morten and Martin meet over coffee in Aarhus. They calculate how much time reps spend on research. The number shocks them both — the idea for Mirror is born.
2025
First prototype
Martin builds a Chrome extension that reads LinkedIn. Morten tests with 14 of his sales clients. 12 of them want to pay right away.
LATE · 2025
Paying pilot
8 Danish B2B teams run private beta. Frankfurt hosting established. Own funds — no VC.
2026
Mirror is founded
The company is incorporated. Brief, Live Assist, Practice and the rest of the modules go live — built by two people who know why it needs to exist.
principles
How we
work.
Four decisions we have made — and won't change.
01
Europe first. Not as an afterthought.
Your data stays in the EU — without exceptions. You can use Mirror without worrying about compliance.
02
You talk directly to us.
No support bot, no ticket queue. Morten and Martin reply themselves. If you email, one of us reads it today.
03
We prioritise you — not an exit.
Self-funded. No VC pushing us into corners. That means we build what works for you.
04
Tested in real meetings.
Morten uses Mirror in his own conversations. Every update is tested against a real situation — not a feature board.
the direction
Europe's preferred
sales AI by 2030.
500 B2B teams across the Nordics, DACH and Benelux. Built in Europe, hosted in Frankfurt, run by people who know what a sales meeting costs.
the thinking behind
"European sales isn't just American sales in Danish."
Our buyers are more conservative, decisions are distributed, and GDPR is not a footnote. A tool that understands that — built by people who have sat in the meeting — beats a Salesforce layer translated into Danish. That's the whole thesis.
We believe in fewer, deeper features. That AI is a colleague, not a replacement. And that privacy is a product choice — not marketing.
klar til næste deal
There are two of us.
You get us both.
7 dages gratis prøve med fuld Pro-adgang. Kreditkort kræves — trækkes intet de første 7 dage.
hosting
Frankfurt · EU-primær
data
EU-hostet · SCC-sikret
compliance
GDPR · NIS2 · SOC2 path