Last year, we spoke with Sofie Askervall, Global Marketing Director at Natural Cycles, shortly after the company was named winner of the MarTech Award 2024. The recognition highlighted Natural Cycles’ ability to combine innovation, data, and strategy in a highly regulated industry. One year later, we’re following up with Sofie to hear how the journey has continued - what they've learned, how their Martech strategy has evolved, and how they’re navigating the growing complexity of global expansion, compliance, and personalization.

For more than a century, SJ has been one of Sweden’s most recognized travel brands. But over the past two decades, the company has also become a pioneer in using marketing technology (Martech) to transform how it engages with millions of passengers. From launching its loyalty program SJ Prio nearly 20 years ago, to today’s use of machine learning and AI, SJ has steadily built a Martech strategy that is both data-driven and customer-centric.

In conversation with Mattias from Flygresor, we explore how Martech has become a central part of the company’s daily decision-making. From real-time dashboards to automated optimization, Hans explains how data and technology power Flygresor’s marketing engine – balancing efficiency, profitability, and long-term growth.