In February 2026 we launched Firmadatabasen.no — Norwegian for “the company database”. Seven months later, 1.4 million unique visitors have stopped by, and we haven't spent a single krone on advertising. Here's what we built, and what we learned.
What is Firmadatabasen?
Firmadatabasen gives every Norwegian business its own page with up-to-date company information. Today that's 1.15 million of them. The service is built as a data engine: information is collected, structured and published by code, so every single page is current and consistent — whether it's a sole trader in Mandal or a listed group.
- Norwegian businesses with their own page
- 1.15M
- unique visitors since launch
- 1.4M
- impressions in Google Search, average position 8.2
- 42.8M
- spent on advertising
- 0 kr
Sources: Google Search Console and Plausible Analytics, 26 February to 21 September 2026.
The growth is organic, and it continues
Almost all traffic comes from people searching for a business on Google. Today that means between 10,000 and 13,000 clicks every day. August was the best month so far, with 380,000 unique visitors.
There's no shortcut behind the curve. When more than a million pages are useful, fast and structured in a way search engines understand, visibility builds up page by page.
From free lookups to tools for sales and marketing
Lookups are free, and that's how it should be. But many of the people using Firmadatabasen work in sales, purchasing or marketing. For them we've built tools that save time:
- Follow a company — get notified when customers, competitors or suppliers change.
- Clean a customer list — upload your list, get it back updated and enriched.
- Build lists — prospect lists by industry, location, size and role.
- API — company data straight into your CRM, online store or AI agent.
This autumn, all of Firmadatabasen gets a new design. We also have advertising space available for businesses that want to reach the decision-makers and searchers who use the service.
A building block in what we make for clients
Firmadatabasen is more than a website. It's built as a platform: the company data is structured, up to date and available through an API. That means we don't start from scratch when a client needs a solution that relies on this kind of data. We plug into what we already have.
In practice, that makes it easy for us to:
- Keep the CRM up to date — addresses, roles, industry and key figures are fetched automatically, instead of someone cleaning lists by hand.
- Enrich other systems — online store, ERP, invoicing system, or an AI agent that needs to know who it's talking to.
- Catch changes — flag when a customer, supplier or competitor changes address, management or ownership.
- Find new customers — build targeted lists straight into the sales tool.
That makes Firmadatabasen one of our building blocks. When we build for a client, we can spend our time on what's unique to them, instead of rebuilding the same data foundation every time. The result is faster delivery, lower cost, and data that stays current long after the project is done.
What we've learned
Structured data is an advantage
A lot of valuable information already exists, but it's hard to use. When it's gathered, cleaned up and presented properly, it becomes useful to many — and visible in search.
AI is the tool, not the product
We've used AI heavily in development: for code, copy and quality control. But the data itself is processed by predictable, deterministic code. That makes the result verifiable, and it's a principle we carry into everything we build for clients.
Build it yourself, and you know what you're recommending
Firmadatabasen is proof we can point to: we know what it takes to build something from zero to over a million users, because we've done it. That shapes the advice we give.
The same recipe works in most businesses: find the data you already have, make it useful, and let it work for you.
What does this mean for your business?
You don't need to build a database with a million pages. But most businesses have data, content or knowledge that could bring more visibility, better sales or less manual work. That's where we start: with the business, not the technology. And if you need up-to-date company data in your own systems, that building block is already in place.