About
We help companies understand what should scale and what shouldn't.
Untangle Collective is a strategic consultancy operating at the intersection of AI, commerce, data and human behaviour.
Why we started
We started Untangle because we saw the same pattern repeating itself across ecommerce and growth companies.
More tools. More dashboards. More automation. But less clarity around what actually drives profitable growth.
Marketing teams were scaling campaigns. Platforms were scaling signals. AI was scaling decisions. But very few companies truly understood what the systems were optimizing for — or whether those systems were creating real business value.
So we built Untangle Collective to help companies regain control. Not by adding more complexity, but by helping companies understand what creates business impact, what creates waste, what signals shape visibility, performance and growth — and what deserves scale in an AI-driven market.
What we've seen
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Teams scaling revenue while quietly losing margin.
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Platforms optimizing toward efficiency metrics that never translate into stronger business outcomes.
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AI systems amplifying weak signals because nobody stopped to question what the systems were learning from in the first place.
- 04
Data existing everywhere — but rarely connected to actual decision-making.
- 05
Organisations moving faster every quarter while becoming less certain about what is truly working.
What we believe
AI will scale whatever you give it. Good systems scale clarity. Bad systems scale waste.
The future advantage will not belong to the companies with the most tools. It will belong to the companies with the strongest signals, the clearest decisions, and the deepest understanding of what actually drives value.
Because in the AI era, visibility is no longer enough. Companies also need to become understandable, trusted, structured — and chosen by both humans and algorithms.
Our role
We help companies identify —
- →
wasted spend
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weak signals
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hidden friction
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disconnected decision-making
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the gap between platform performance and actual business impact
Our role is not to create more complexity. It is to help companies understand what matters, strengthen what works, and build systems that scale in the right direction.
Founders
Sophia Båge
Founder, Untangle Collective
Strategist, lecturer and advisor working at the intersection of AI, E-commerce and decision-making.
Sophia works with leadership teams, ecommerce brands and organisations navigating how AI changes marketing, growth and competitive advantage.
Lucas Östergren
Founder, Untangle Collective
Specialised in data analysis, CRO and performance optimisation.
Lucas works with ecommerce brands to identify friction, uncover hidden growth opportunities and strengthen the connection between traffic, conversion and profitability.
With a strong analytical approach, he helps companies move beyond surface-level metrics and understand what actually drives business performance across the customer journey.
Trusted by teams focused on profitable growth.
