About Ayra
We build digital workers, so every brand can communicate like it has a whole team.
Ayra is a Swedish company building brand-trained AI agents that automate communication for complex organisations. The promise sits in our name for our work: the speed and scale of automation, with a result that still feels human.
How it started
Mimmi Liljegren spent ten years inside marketing and communication, and kept running into the same wall. The processes were manual. The quality varied, and most of the hours went into work that no longer needs a human in the first place.
Lars Wöldern had spent years building on McKinsey's AI platform, and saw the same problem from the other side: this was exactly what a sharp system should solve. Connect automation and AI to a brand's own data, take the repetitive hours off the table, and give marketers their thinking time back.
So they built it together, an AI system built with AI, with the human result in focus. Two years later, that system is Ayra: digital workers running communication for brands across real estate, insurance, finance and retail, from single-brand teams to groups running dozens of brands from one workspace.
Ayra is part of the new generation of AI companies coming out of the Stockholm School of Economics, as featured in Dagens Industri.
“We never wanted to build a content tool. We wanted to build a colleague.”
How Ayra has evolved
- 2024
- Ayra is founded. The company works in stealth mode, developing the platform side by side with its first customers.
- 2025
- The foundation is built and the features take shape, developed together with the customers who use them.
- 2026
- +100 brands run on Ayra. Focused expansion into real estate, groups and franchise.
The founders
Mimmi Liljegren
Mimmi leads Ayra's vision, clients and growth. Before Ayra she ran a content agency as CEO and partner, which is where she saw first-hand how much of great communication is lost to manual work. She has personally onboarded every brand on the platform, keeping every brand close, exactly how she likes it.
Lars Wöldern
Lars builds the platform: the agents, the integrations and the workspace behind every brand. After years on McKinsey's AI platform, he decided to build the system he always wished existed. He is fond of his human colleagues, and of his Claude Code colleagues, but his cat Steven, on duty around the clock, remains the most loyal of the three.
Come build with us.
We're a small team building the digital workforce. If you want to be part of it, tell us who you are.