Swedish HR technology company is establishing a local business in Spain, combining Nordic psychometric expertise with an entrepreneurial market-entry model and a growing assessment platform.
Swedish HR technology company HI Assessments is taking its next step towards international expansion by establishing a presence in Spain. Rather than simply opening a conventional sales office, the company is recruiting a Country Founder / Territory Entrepreneur & Business Owner to build the Spanish operation from the ground up.
The role involves developing the local customer base, establishing strategic partnerships, building relationships with HR and Talent Acquisition leaders and, over time, recruiting a local team.
The initiative reflects HI Assessments’ broader ambition to build an international assessment company around its concept of Human Intelligence — the idea that as artificial intelligence transforms the workplace, understanding and developing human capabilities will become increasingly important.
“Spain is an exciting and strategically important market for HI. By combining our psychometric science and technology with strong local expertise, we want to help Spanish organisations identify and develop the human potential that is becoming increasingly important in the AI era,” says Sofia Palmelius Kolga, Co-founder of HI Assessments.
Building a business locally
HI is looking for an entrepreneur, or potentially a small founding team, with strong commercial experience and an established network within Spain’s HR and talent community.
Potential candidates include former founders and country managers, senior HR and Talent Acquisition professionals, recruitment specialists and commercial leaders from HR technology, assessment, recruitment technology or executive search.
The Spanish founder will be responsible for creating awareness of HI, generating and closing new business, developing strategic partnerships and ultimately building the local organisation.
HI, meanwhile, provides the technology, assessment platform, psychometric expertise, product development, brand and operational support.
The model is therefore designed to combine local entrepreneurial ownership with an established Nordic technology and scientific foundation.
A market-building rather than sales role
The distinction is important.
The objective is not simply to sell an existing product in Spain, but to establish HI as a recognised player in the local market.
The founder is expected to develop relationships with CHROs, HR and Talent Acquisition leaders, recruitment agencies, executive search firms and other participants in the People & Culture ecosystem.
The company is also looking to build partnerships within the wider HR technology landscape, creating a local ecosystem around the platform.
This approach gives the Spanish operation a relatively broad mandate: market development, enterprise sales, partnerships and eventually team building.
Backed by technology and science
Although the Spanish business will be locally driven, its foundation is already established.
HI’s platform combines Big Five Personality, Cognitive Ability (Logic) and the proprietary HI Assessment, which examines characteristics including resilience, adaptability, intellectual humility, self-awareness and stress-related behaviour.
The technology is designed to support recruitment, onboarding, leadership and team development, with digital assessments, AI-supported insights and integrations with recruitment systems.
This allows the Spanish founder to enter the market with an existing product and methodology, rather than having to build the technology and methodology locally.
A growing Nordic company
HI Assessments was founded in 2025 by three women with backgrounds in psychology, recruitment, HR technology and commercial growth.
The wider team includes expertise in psychometrics, psychology, AI, engineering, product development and GDPR, with experience from established companies including Assessio, Alva Labs and AON.
The company says more than 70 organisations adopted its platform within its first year, following an initial internal target of five customers.
Its expansion into Spain is part of a wider ambition to establish HI across European markets.
“Expanding into Spain is an important step in our ambition to build the next generation of global assessment companies. Spanish organisations face the same critical question as companies across the Nordics: how do we identify and develop the right people as AI fundamentally reshapes both skills and the world of work? By establishing a strong local presence, we aim to combine Nordic innovation, psychometric science and modern technology with a deep understanding of the Spanish market—making assessments more human, intelligent and relevant,” says Sofia Palmelius Kolga, Co-founder of HI Assessments.
Human Intelligence in the AI era
The rationale behind HI’s expansion is rooted in a broader change taking place across the labour market.
As AI makes information, automation and digital tools increasingly accessible, companies may gain less competitive advantage simply from having access to technology.
Increasingly, the difference may lie in the people who use it — their ability to learn, adapt, collaborate, make decisions and lead through uncertainty.
HI believes this makes human potential a strategic business issue rather than simply an HR concern.
Spain will now be one of the markets where the company puts that proposition into practice. The challenge will be to combine the company’s Nordic scientific and technological foundation with the local relationships and market understanding required to establish a new brand.
For HI Assessments, the ambition is clear: not simply to sell assessment technology in Spain, but to build a Spanish business around a new generation of Human Intelligence tools.
