Meet Annika Freij – new CFO at Precise

We were delighted to welcome Annika Freij to Precise Biometrics last month as our new Chief Financial Officer. We spoke to Annika to find out a little more about her..


Hello Annika and welcome to Precise! Tell us about yourself, your role, your background and what excites you about joining Precise Biometrics at this time?

My background is in technology companies, and it’s the type of environment I enjoy working in. Precise Biometrics has two very exciting product areas; the Algo business with its long history and strong reputation within biometrics and the innovative and exciting Digital Identity product area, which is very interesting and full of potential for the future.

Previously I worked for Sony Ericsson for over seven years, mainly within Finance and Business Control in R&D. The most exciting time there was when I had the chance to work in Taiwan for two years to start up the R&D unit in Taipei. Then for the past ten years I’ve been working for Axis Communications as Finance manager for the Northern Europe sales region, which has also been an exciting journey in a fast-growing company.

So I think my previous experience in the mobile and security industries combined with sales and R&D gives me a good base to build on at Precise!


You joined Precise just a few weeks ago, what are your first impressions of the company and is working here as you expected it to be?

 Precise is a quite small company compared to those I’ve worked with before so you get to be a part of a lot of different things, from small issues to big questions. You have a lot of influence and decisions are made very quickly. From my perspective being part of a small company also gives a warm feeling of familiarity which is very much in line with my expectations.


What will you be focusing on at Precise in your new role over the coming quarter?

I’m looking forward to learning more about Precise, its technology, the products and sales and of course getting to know my new colleagues. There is a lot to learn for me as a new CFO and I hope also to contribute with my experience and knowledge.


What do you feel the biggest challenge/challenges will be in your role?

For me it’s important to be efficient; managing costs, processes and how we sell and interact with customers. Precise is a small company with a global footprint, so this very important to us.


Where do you see the biggest area of growth for Precise in the coming months and years?

The Algo business is the main driver of sales, with lot of new and exciting possibilities with our partners. At the same time it’s also important for Precise to accelerate the sales of YOUNiQ. The future is exciting as we are developing product features, working in collaboration with partners and growing sales channels.


Finally, what do you enjoy doing in your spare time?

I like to exercise; I especially like running in the forest. The nature and the forests are beautiful around my hometown. I’m also a big fan of Asian food, so at weekends I often create my own take on Asian food. My speciality is dumplings.