Erik HedinFORWARD DEPLOYED OPERATOR

Ventures

What I'm building

Customer operations is a $100B+ outsourced market. The systems used to decide where that money goes are still mostly documents, meetings and memory.

Sovia turns the entire process into a structured, auditable decision system. It connects business strategy to stakeholder evidence, requirements, vendor evaluation and delivered outcomes — helping enterprises choose the right partner and retain the evidence needed to hold them accountable.

Market in 2025
$102.9BMarket in 2025
Projected by 2033
$240.5BProjected by 2033
Of competing providers
ThousandsOf competing providers
Operational consequences
Multi-yearOperational consequences

Thesis

  • The $100B+ CX outsourcing market has systems for procurement and systems for delivery — but no system of record for the decisions connecting them. Sovia is building that missing layer.

Why us

We have sat in every seat around this decision — buyer, seller, BPO and technology. Bought for millions, sold for millions.

  • Bought outsourced delivery as an enterprise buyer, and sold it as a provider
  • Ran multi-country BPO operations against the promises made in those contracts
  • Selected and governed the technology layer — CCaaS, automation, AI, hybrid models
  • Saw the same failures repeat every cycle, and watched the AI era make them larger and faster

What's built

  • Business outcomes translated into a clear sourcing strategy and evaluation model
  • Stakeholder evidence captured and unresolved contradictions surfaced before procurement
  • Decisions converted into a structured Blueprint for vendor evaluation
  • Decision rationale and vendor commitments preserved beyond contract signature

Who it's for

  • CX, customer operations, transformation and procurement leaders responsible for high-value outsourced service decisions.