Fredrik Cassel joined Creandum as its first analyst in 2003 and has grown with the firm to become a General Partner, making him a culture carrier who experienced the firm's evolution from its earliest days. He was an extremely early user of Spotify (reportedly user 700-something) and led Creandum's first institutional round into the company after personally investigating product usage and user love, later becoming known for his investment filter of finding user love rather than just focusing on top-line growth metrics. Fredrik Cassel joined Creandum as its first analyst in 2003 and has grown with the firm to become a General Partner, making him a culture carrier who experienced the firm's evolution from its earliest days. He was an extremely early user of Spotify (reportedly user 700-something) and led Creandum's first institutional round into the company after personally investigating product usage and user love, later becoming known for his investment filter of finding user love rather than just focusing on top-line growth metrics.