Top 50 Sports Startup Investors in Finland (August 2026)

Portfolio highlights

• Leetify — We help gamers identify their weaknesses, work on those weaknesses and track their progression.
• UpCloud — World's fastest cloud servers with a 100% uptime SLA! Sign up for a free trial today.
• ONEiO — ONEiO is a cloud-native integration service provider connecting people, processes, and tools – enabling seamless collaboration without traditional integration hassle. Provided as a turn-key solution, as self-service, or something in between. You choose.

Portfolio highlights

• Munchi — Munchi allows restaurants to manage all orders, payments and loyalty in one platform with the power of AI.
• Mobal — It is time to get your Business Profiles in shape. Meet your customers where they are and stand out where it matters most.
• Nordic Information Control — Inventering och klassificering av information, automatiskt med Nordic Information Control Platform. Automatic Regulatory compliance.

Portfolio highlights

• DREV — DREV is a cleantech company manufacturing contamination control solutions for the world’s most advanced manufacturing facilities.
• Zenniz — Zenniz is an ITF approved game tracking solution that provides real-time info, such as automated line calling, stroke and serve speeds, shot charts, match statistics and more. Players and coaches at all levels can use Zenniz on and off the court to help improve their game. For tennis clubs, Zenniz is an easy and cost-effective way to upgrade to thenext level. Due to a new, innovative sensor technology, they’ve been able to keep the cost to a minimum, making Zenniz accessible for all clubs, coaches and players.
• Polar Light Technologies — Polar Light Technologies focuses on developing the next generation of Nano and micro LED technology.

Portfolio highlights

• Zadaa — For Zadaa users: continue secondhand shopping and selling on Bought, the new app from Helsinki that automates listings from your past purchases.
• ADESANTE — SurgeryVision is a Virtual Reality solution for Surgeons. Product is intended to be used for planning surgical procedures.
• Creagent — Find designers. Screened & shortlisted. Easy, fast and cost-effective - the smart way of sourcing with AI.

Portfolio highlights

• ARAUCO — ARAUCO is a diversified global company in the forestry industry. They use world-class technologies and processes throughout the value chain. They are present in the forestry, pulp, timber, panels and renewable energy businesses.
• eMabler — EMabler is an EV charging infrastructure software company that develops an API-first platform used by businesses to operate, manage, and scale electric vehicle charging networks. It provides a centralized system for charge point management, billing, pricing, roaming, and energy optimization, allowing operators to control large networks of EVchargers from a single platform. The software connects charging hardware with business systems such as CRM, payment, and energy management tools through open APIs and a large library of integrations. The company focuses on enabling enterprises, such as energy utilities, parking operators, and retail businesses, to embed EV charging directly into their existing services and digital platforms rather than building standalone charging systems. This includes white-label solutions where charging is integrated into a company’s own app or customer experience under its brand.
• CHAOS — At CHAOS, we strive to democratize data and harness the power of AI and cutting-edge technology, delivering transformative location insights that empower decision-makers to design more liveable cities- sustainable, human-centered where the quality-of-life soars.

Portfolio highlights

• Atoms — Atoms is a robotics startup that develops industrial robotics and physical AI systems designed to automate tasks across mining, transport, and food-related operations. The company builds specialized, task-oriented machines rather than general-purpose robots, focusing on improving productivity in environments that involve physical labor andlogistics. Its technology centers on applying software-like principles to real-world systems, using robotics, sensors, and data-driven models to manage and execute industrial processes. The company structures its activities into distinct segments aligned with key industries, including food infrastructure, mining operations, and transportation systems. In the food sector, it develops automated infrastructure that supports preparation and production workflows, while in mining, it focuses on increasing operational efficiency through robotic systems designed for extraction and site activities. Its transport-related efforts include building a foundational robotic platform, described as a “wheelbase,” that supports mobility and deployment of machines in logistics and industrial settings.
• Synchron — The endovascular brain computer interface.
• Luxe Software — Building an operating system for jewelry stores. Vertical SaaS.

Portfolio highlights

• Vapaus — A circular economy startup Vapaus provides sustainable mobility solutions – Employee benefit bicycles and shared electric vehicles as a ready-to-use serviceWith its services, Vapaus supports customers’ to create and strengthen a better experience of the work community, to save on the costs of commuting and business travels, and to move towardssmarter and more environmentally friendly modes of transport, both at work and in employees’ leisure time.Every kilometer traveled by the Vapaus mobility solution removes carbon dioxide from the air, helping not only the environment but also customers on their way to carbon neutrality. The mission of Vapaus is to be a global leader when it comes to sustainable Corporate Mobility.
• ADESANTE — SurgeryVision is a Virtual Reality solution for Surgeons. Product is intended to be used for planning surgical procedures.
• Maire — Maire - AI co-pilot for industry leading B2C E-commerce brands. From Industry Trends to Market Research and Search Intent Analysis

Portfolio highlights

• Valpas — Valpas is the hygiene protocol that reassures your future guests and keeps your hotel clean from the most uncontrollable: bed bugs
• allies.digital — Allies is a match-making platform curating businesses with IT-, digital and creative agencies. No more miss-matches when buying IT & creative services.
• StarBerry Games — StarBerry Games GmbH is a mobile games company based in Berlin, Germany. The company develops free-to-play casual mobile games and is best known for its games Merge Mayor and Idle Coffee Corp.

Portfolio highlights

• SparkReceipt — Scan receipts with AI in seconds. Auto-categorize expenses for taxes. 190 currencies. Free to start. Trusted by customers in 175 countries.
• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities
• Fiksuvuokraus.fi — Fiksuvuokraus.fi is an apartment renting platform for long-term contracts. In our service, the rental process is simplified and accelerated with the latest technologies that are primarily used only for apartment selling. We think that also rental apartments deserve to be found with modern tools.

Portfolio highlights

• Hintsa — Discover a better you, with methods proven in Formula 1 and Fortune 500.
• MoonPay — MoonPay offers a fast and simple way to buy and sell cryptocurrencies. Buy crypto with credit card, bank transfers or Apple Pay today.
• Imprint — Imprint partners with today's top brands to offer their customers branded credit cards, debit cards, and rewards programs at a fraction of the cost.

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• Golf GameBook — Track scores for 20+ game formats with Golf GameBook, the #1 golf scorecard. Connect with friends and follow every game with live leaderboards.

Portfolio highlights

• Smart Point — We are entering the age of convenience and immediacy. A Smart Point automates the reception of any product you shop online, and any service available in your city, from pharmaceuticals, to flowers and dry cleaning. All delivered in 1 hour and available to pick up at your convenience.
• Parabol — As Parabol, we use our innovative power for smart mobility systems and traffic safety all over the world.
• Fastlane — Discover seamless logistics control with our cutting-edge transport management software. Streamline operations, optimize routes, and enhance efficiency effortlessly. Try our solution for comprehensive control today!

Portfolio highlights

• Hintsa — Discover a better you, with methods proven in Formula 1 and Fortune 500.

Portfolio highlights

• SportIQ — SportIQ's SIQ Smart Basketball is world's only smart basketball approved by FIBA. Follow us on Instagram: @siqbasketball

Portfolio highlights

• Ekstere — Ekstere facilitates selling and purchasing verified-quality used bicycles at a reasonable price.
• Pitchy — Create professional videos without technical expertise. Our online video editor helps you easily make business videos.
• Presto Engineering — We enable companies imagine and implement microelectronics solutions in high-value markets such as Industrial, Automotive, Communication and Medical.

Portfolio highlights

• Swype — Swype creates text input technology for screens. The patented interface enables users to create words with one continuous finger motion across an on-screen keyboard. This approach provides a faster and easier way to write. Swype delivers single-tap, multi-tap, predictive and "swype" motions for both stylus and finger based input.In addition, the application is designed to work across a variety of devices such as phones, tablets, game consoles, kiosks, televisions, virtual screens and more.Seattle based Swype Inc. was founded by Cliff Kushler and Randy Marsden in 2003. Cliff is the co-inventor of T9, the standard predictive text-entry solution used on almost 3 billion mobile phones worldwide. Randy is the developer of the onscreen keyboard included in Windows, with an installed base of over 500 million units
• Scoop — Thrive in a hybrid work environment with Scoop's solutions for Workplace Safety, Workplace Utilization, Team Coordination, Desk Management, and Commute.
• Pelican Imaging — POKER369 Daftar Situs Poker Online Terpercaya Indonesia Agen Resmi IDN POKER Terbaik Game Terlengkap DominoQQ, Bandar Ceme Deposit Pulsa 10RB Bonus Member Baru

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• Retailgrid — Agentic AI pricing platform for mid-market retailers. Turn messy retail data into structured, explainable price decisions in days, not months.
• Bahn Express — Euroopan nopein autojen kuljetus. Autoliikkeille, autokauppiaille ja kalustonhallintaan. Euroopan halki 72 tunnissa.
• Cornea Sense — CorneaSense is a medtech startup developing a non-invasive, eye-based sensing device that measures ocular surface hydration to enable early detection and monitoring of conditions such as dry eye disease and systemic health disorders. The technology aims to provide real-time, objective eye biomarkers for improved clinical diagnosis and patient care.

Portfolio highlights

• 5Mins — 5Mins is the new microlearning platform that helps your employees build in-demand skills fast with AI-powered personalisation and advanced gamification.
• Layla AI — Layla operates as a travel discovery platform.
• Civic Marketplace — Civic Marketplace is a platform that simplifies purchasing decisions, helps agencies make efficient, informed choices, and boosts local economic growth by providing access and opportunities to historically underutilized businesses.

Portfolio highlights

• Venuu — Venuu is an event services company that provides solutions for parties, weddings, seminars, meetings and other events. To venue owners, it provides a cost-effective sales and marketing channel to find customers. The company was founded in 2013 and headquartered in Southern Finland, Finland.
• Peerby Classic — Borrow and rent goods from others nearby - affordable, convenient and green. Tools, bikes, party equipment, electronics and more. Try it now.
• Yogaia — Yogaia is the first live, interactive online yoga studio in the world. With Yogaia, the studio is where you are, allowing you to attend classes in the convenience of your home with professional teacher instructing you personally via webcam. Yogaia is available on desktop, iOS, Android and Apple TV in English, German and Finnish.

Portfolio highlights

• Animail — Founded in 2007, Animail revolutionized the Nordic e-commerce development of the pet industry. Back in 2007: a challenger and a start up. Today: driving the digital development of the industry as nordic market leader online. Our customers choose between 8000 different products - ranging from pet food to accessories such as toys, treats,supplements, clothing, healthcare, hygiene and more. Our product range covers dogs, cats, small animals, birds, reptiles and fishes. Purchases are made online and goods we ship the good to our consumers - all the way the door step.Since 2011 backed by Verdane Capital
• JSB Plast — JSB Plast is one of the world’s few – and Europe’s leading supplier of Kits for the wind turbine industry. They customize core materials in foam or balsa, which are used for structural enhancements of rotor blades and nacelles for wind turbines.
• Lingit — Lingit, which provides literacy support for people with dyslexia. Lingit’s software assists with spelling, vocabulary and reading in text processing programmes for computers and tablets.

Portfolio highlights

• Toast Ale — Toast ale is an award-winning craft beer brewed with surplus fresh bread that would otherwise be wasted. All profits go to the charity, Feedback, to end food waste.
• Freja — Award-winning bone broths from Freja Foods. Responsibly sourced and conveniently packaged, Freja bone broth is available online and via leading retailers.
• Basecamp Research — Novel proteins from nature. We sample the most extreme and exciting places on the planet to build the world's largest knowledge graph of natural biodiversity.

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• SportIQ — SportIQ's SIQ Smart Basketball is world's only smart basketball approved by FIBA. Follow us on Instagram: @siqbasketball
• Small Pixels — SmallPixels provides video and image from compressed video streams applicable to movies, TV series, surveillance videos, and video chats to users, delivering an experience with reduced streaming expenses.

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• NIL FanBox — A Curated box full of autographed college memorabilia delivered to your door every season!
• Workforce Athletics — Workforce Athletics is a sports company that specializes in the fields of culture building, team sports, diversity, and inclusion. The company is driven by its mission is to change corporate culture by delivering turnkey impactful sports experiences and leagues.Workforce Athletics was founded in 2016 and headquartered in California, UnitedStates.
• International Dance League — The Global Professional Dance League Teams: Royal Family, Quick Style, 1MILLION, Jam Republic, Brotherhood, GRV

Portfolio highlights

• Rotomate — Turn machine data into clear maintenance decisions, at scale. Rotomate's AI Engineer monitors every asset so your team knows what to act on.
• Saltfish — Saltfish enables teams to develop tailored video experiences that guide users through your entire funnel, from first visit to feature adoption.
• Grand PMS — More efficient operations. Increased revenue. Enhanced guest experiences. Grand is a web-based PMS that helps you bring new levels of excellence.

Portfolio highlights

• Swarmia — Build better software faster with insights that power your whole engineering organization. Get started with a demo or a free 14-day trial.
• Uplause — Discover Uplause, your ultimate destination for interactive fan engagement solutions. Elevate live events with innovative audience interaction technology.
• Inven — Save time by using AI to find companies. Inven scans millions of websites to provide comprehensive data on companies similar to your search criteria.

Portfolio highlights

• Qutwo — We unite Qutwo OS and world-class AI and quantum scientists with the most forward-looking enterprises to develop competitive edge through classical AI, hybrid, and full quantum systems. We tackle the most challenging problems in AI computing.
• Zenniz — Zenniz is an ITF approved game tracking solution that provides real-time info, such as automated line calling, stroke and serve speeds, shot charts, match statistics and more. Players and coaches at all levels can use Zenniz on and off the court to help improve their game. For tennis clubs, Zenniz is an easy and cost-effective way to upgrade to thenext level. Due to a new, innovative sensor technology, they’ve been able to keep the cost to a minimum, making Zenniz accessible for all clubs, coaches and players.
• Saltz — Premium ingredients for your menu with no hidden delivery fees or markups.

Portfolio highlights

• Black Limba — Black Limba is lingerie startup
• Golf GameBook — Track scores for 20+ game formats with Golf GameBook, the #1 golf scorecard. Connect with friends and follow every game with live leaderboards.

Portfolio highlights

• Golf GameBook — Track scores for 20+ game formats with Golf GameBook, the #1 golf scorecard. Connect with friends and follow every game with live leaderboards.

Portfolio highlights

• eMabler — EMabler is an EV charging infrastructure software company that develops an API-first platform used by businesses to operate, manage, and scale electric vehicle charging networks. It provides a centralized system for charge point management, billing, pricing, roaming, and energy optimization, allowing operators to control large networks of EVchargers from a single platform. The software connects charging hardware with business systems such as CRM, payment, and energy management tools through open APIs and a large library of integrations. The company focuses on enabling enterprises, such as energy utilities, parking operators, and retail businesses, to embed EV charging directly into their existing services and digital platforms rather than building standalone charging systems. This includes white-label solutions where charging is integrated into a company’s own app or customer experience under its brand.
• Coolbrook — Our RotoDynamic electric technology can cut 30% of industrial emissions annually, delivering hope at industrial scale.
• Solar Foods — Solar Foods is a food-tech startup that specializes in testing a technology that uses electricity to produce hydrogen which is combined with carbon dioxide, water, vitamins, and minerals to feed and grow microbial biomass that can be used as edible protein. The industrial biotech startup develops a protein called Solein, a nutritious, sustainablesubstitute for animal-derived proteins. Solein is created using elements from the air—CO2, water, nitrogen—and electricity. This single-cell protein is cultivated through gas fermentation, essentially deriving edible calories from hydrogen-oxidizing microbes.

Portfolio highlights

• Varjo — Varjo provides military-grade XR headsets, software, and professional services for mission-critical training and simulation across air, land, and sea.
• Uplause — Discover Uplause, your ultimate destination for interactive fan engagement solutions. Elevate live events with innovative audience interaction technology.

Portfolio highlights

• YSUB — YSUB produces a beverage containing hemp - lemonade with a hint of hemp seeds, soothing botanicals, and some vitamins. It also has CBD beverage, but cannot sell due to regulations in Finland and other Nordic countries and is trying to create a campaign to create awareness.
• Vegemi — Vegemi is a free smartphone app that promotes eating fruits and vegetables through gaming. The software was designed with the entire family in mind, but especially to demonstrate youngsters the health advantages of fruits and vegetables in a way that motivates and inspires them.
• sommify — Catalogue in, curated offer out. sommify pairs your wines to a restaurant's menu, prices every pour, and exports a beautiful branded document.

Portfolio highlights

• Jow — Jow is a grocery shopping app that simplifies shopping and gives advice of what to eat. This app offers free and simple recipes that adapt to the customer's taste. It automatically creates a customized menu with delicious recipes and fills the cart with all the ingredients necessary for cooking.Jow was founded in 2017 and is headquartered inParis, France.
• Everywear — Everywear’s B2B eCommerce software personalizes the customer shopping experience through data-driven editorial expertise, auto-styling, and deep data analytics resulting in proven increased conversion, LTV, and AOV.
• Orchid Labs — Orchid Labs is an open-source project committed to ending surveillance and censorship on the internet. Orchid uses an overlay network built upon the existing internet, which is driven by a peer-to-peer tokenized bandwidth exchange, creating a more inclusive, liberated internet. Orchid Labs was founded in 2017 by Dr. Steven Waterhouse, Jay Freeman,Brian J. Fox, Gustav Simonsson, and Stephen Bell.

Portfolio highlights

• nyra health — nyra health is an artificial intelligence and evidence-based neurological research tablet app that offers a revolutionary form of therapy. nyra health was founded in 2020 and was headquartered in Vienna, Austria.
• Nuclidium — NUCLIDIUM is a clinical-stage radiopharmaceutical company that develops novel radionuclide PET tracers for precision diagnostics. Using copper isotopes, Copper-61 for diagnostics and Copper-67 for therapeutics, the company is creating a differentiated platform with the potential to overcome existing limitations in radiotheranostics.
• Beren Therapeutics — Founded to serve patients through transformative medicines

Portfolio highlights

• Custobar — Custobar gives a comprehensive understanding of each of customers.Custobar is founded upon great use of customer data, which is gathered both in online and bricks-and-mortar stores. This enables multi-channel campaigns that can strengthen either area, while bridging the gap between the two like no other solution.Product development started in2012 by a team well-versed in retailer needs, and based in Helsinki, Finland, Custobar already provides its unique sales and marketing platform to over 50 major customers across Europe.
• Grönska — Grönska is a young, Swedish tech-company that develops technology for vertical farming, and grows and sells vegetables and herbs. Vertical farming that is based on the use of LED lighting and hydroponic watering systems. This method allows us to grow food indoors, locally and all year round. The reason we do this is to offer a sustainable, locallygrown alternative to imported food and to enable more self-sufficient cities.Grönska was founded in 2014 and constructed the largest vertical farm in the Nordics in 2018.
• Takomo Golf Company — Takomo Golf Company manufactures and sells golf products.

Portfolio highlights

• HappySignals — HappySignals is the IT Experience Intelligence platform that turns employee experience into intelligence, and intelligence into real impact.
• Novatron — Novatron designs, manufactures and delivers machine control systems.
• Takomo Golf Company — Takomo Golf Company manufactures and sells golf products.

Portfolio highlights

• Ready — Join over 2 million Argent users and get the best of Ethereum at a fraction of the cost. Easily buy, earn, stake and invest in crypto on Starknet.
• Elo Health — Elo creates a smart nutrition service that uses biomarkers to deliver nutrition with confidence for optimal health and aging. It employs biomarkers, artificial intelligence, and expert guidance to deliver supplements that are precisely calibrated for the individual's needs. It uses Smart Nutrition products to identify and fill nutrient gapsbased on blood testing, activity data, and one-on-one dietitian support.
• Five Lives — Five Lives, your brain health coach. Take the risk assessment and start improving your brain health today!

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• Edamam — Edamam provides nutrition solutions to businesses in the food, health and wellness sectors, leveraging its proprietary cloud-based, structured-data semantic technology platform. Unlike traditional competitors, we deliver value-added nutrition data in real time and at fraction of the cost, saving clients both time and money. Clients include Nestle,Samsung, Epicurious, Gannett and The New York Times.
• Augmedix — Augmedix is a tech-enabled service that reclaims the hours physicians spend on the computer entering or retrieving data from electronic health records and refocuses them on what matters most: patient care. It uses wearable technology to connect its clinic with the Augmedix charting service. It is powered by Google Glass and Smartphone devices. Itwas founded in 2012 and is headquartered in San Francisco, California.
• Cricket Health — Interwell Health is a kidney care management company that partners with physicians on its mission to reimagine healthcare. Learn more online today.

Portfolio highlights

• Beddit — Every morning, the Beddit Sleep Tracker shows how you've slept. Scoring high enough gets you to the green zone and helps you learn what those good nights are made out of! You can easily dig deeper into your sleep details including your resting heart rate, respiration, sleep cycles, snoring and more.Beddit is placed right under the bedsheet, connected to your mobile device and all you need to do is sleep. Sleep tracking made as easy as stepping on weight scale!The company has been working with sleep technology since 2007 specializing in ballistocardiography, a scientific method for measuring the physical micro-movements caused by cardiac activity. Beddit has become a global leader in consumer focused sleep tracking solutions.
• MoSync — Mosync: Your go-to solution for fast, secure & automated cloud data sync, storage & file sharing. Transfer CIFS, NFS & more with ease. Try it today!
• import.io — Unlock a world of data with Import.io. We deliver the web data you need to power your business with intuitive apps, powerful APIs, and expert services.

Portfolio highlights

• Gizlo — Own gizlo.com today. Secure checkout and guided transfer support. No hidden fees.
• Enreach — ZEUS99 Situs Slot Game Resmi Perpaduan Game Demo Wild Bandito Game Online Bertemakan Koboi Barat Dengan Banyak Bonus Menarik Yang Tersedia Di PG Soft Terpercaya
• Film Finances — Discover Film Finances Inc., the global leader in film completion guarantees, ensuring on-schedule and on-budget delivery for over seven decades. Explore our services and industry expertise.

Portfolio highlights

• Zenniz — Zenniz is an ITF approved game tracking solution that provides real-time info, such as automated line calling, stroke and serve speeds, shot charts, match statistics and more. Players and coaches at all levels can use Zenniz on and off the court to help improve their game. For tennis clubs, Zenniz is an easy and cost-effective way to upgrade to thenext level. Due to a new, innovative sensor technology, they’ve been able to keep the cost to a minimum, making Zenniz accessible for all clubs, coaches and players.

Portfolio highlights

• imagi — Programming has never been this much fun! Learn to create with code, share your designs with friends on the imagiLabs app and customize your imagiCharm - a fun, easy-to-use, colorful, and educational toy for girls. Imagine it. Code it. Wear it.
• StepOut.pro — A digital platform for fitness & wellness freelancers to streamline their business activities

Portfolio highlights

• crystalsol — COLOKSGP hadir sebagai platform agen slot online terpercaya di Indonesia yang mengutamakan kenyamanan, kepraktisan, dan keamanan para penggunanya. Dengan tampilan website yang ringan dan ultra-responsif, kamu bisa menikmati seluruh permainan dengan mulus dari ponsel maupun komputer.
• Verto Analytics — Verto Analytics (Verto) operates a passive metering panel that provides researchers, advertisers, and publishers the data they need to keep up with the rapid and changing pace of consumer media consumption on every app, device, service, and platform. This ongoing, longitudinal panel captures a wide breadth of behaviors—all enriched to clients’behavioral analysis or custom survey studies. Our single-source, passive metering data sets provide the information needed to understand the full digital footprint of the U.S. population. Our Data Labs are located in the US, and in Helsinki, Finland. http://www.vertoanalytics.com.
• Aito Technologies — We are a world leader in Customer Experience Analytics for mobile operators. Aito provides better understanding and management the entire customer life cycle helping them identify key relationships and the context between business drivers, customer segments, networks, services, and devices, throughout the customer life cycle.