Horse ownership isn't your average hobby, it's a lifestyle. The typical horse owner spends up to SEK 15,000 a month on their horse while navigating an endless stream of daily unknowns and difficult decisions. Yet the tools available today are fragmented and surprisingly analog.

We built HayHay to change that. Today we're an advisory service putting Sweden's leading horse experts in your pocket. Alongside them is Stella, our AI assistant grounded in the latest equine research. Now we're building the next chapter of HayHay, an agentic operating system for horse owners and their teams.

We're a team of five across product, engineering, design and GTM. The company is backed by long-term investors who know the space, including LRF Ventures and angel investors.