Managing IT assets and services is no longer just a behind-the-scenes job.
Many organisations struggle to track IT assets like laptops, servers, and software licenses, often relying on outdated spreadsheets or rigid systems.
All of this leads to unnecessary spending, underused resources, and delayed decision-making.
IT support and maintenance suffer from similar inefficiencies, with teams working reactively rather than proactively.
That’s where Stockholm-based Starhive comes in.
Founded in 2022 by Tommy Nordahl and Mathias Edblom, Starhive is an IT asset and service management platform that utilises AI to transform how businesses manage their IT resources.
The Swedish company combines predictive analytics with AI-driven insights to help IT teams optimise asset allocation, reduce costs, and streamline workflows.
In this edition of “What’s in the Name,” we explore the story behind Starhive — and why it fits.
Inspired by universes within organisations
“We see every organisation having its unique universe of business and IT assets. Many of them are connected like star constellations, which is where the ‘Star’ part of the name came from,” says Tommy Nordahl, Starhive CEO & Founder.
If the stars represent individual assets, systems, and people, then the “Hive” is the central space where they all come together and are managed.
“An added interpretation of the name that we use internally is that we are a team that works together at a place (a hive) where all individuals are stars,” he adds.
A mission hidden in the letters
Digging a little bit deeper, you’ll find that Starhive isn’t just a name—it’s rooted in the company’s core values.
Each letter in the word S.T.A.R.S. represents a key principle the team lives by:
“Sincere – We are honest and genuine. Sincerity is all about being real with people through your words and actions.
Transparent – As transparent people, we are open and not afraid to admit mistakes. We’re excited for feedback and will share updates with you, enhancing collaborative efforts and deepening connections.
Actionable – We don’t just talk about ideas or plans; we actively take steps to turn those ideas into reality. We are proactive, decisive, and resourceful, always seeking opportunities to make things happen rather than waiting for things to happen to us.
Remarkable – We possess an unwavering sense of purpose, often pursuing our passions with relentless dedication and resilience, which you will see reflected in the Starhive platform.
Synergetic – As synergetic people, we work constructively with others and understand that the combined capability of the team increases exponentially.”
The road to finding the right name
According to Tommy Nordahl, landing on the perfect name wasn’t instant. It took weeks to come up with a final name.
“We probably cycled through 50 or 60 names,” the co-founder recalls. There were also other considerations, like finding available domain names and respecting other trademarks.”
The .com dilemma
Like many modern startups, the team at Starhive had one major box to tick: domain availability.
“Owning the .com domain felt rather important, right or wrong, I don’t know. At that time, we didn’t want to spend too much money buying expensive domain names.”
Nordahl also confirmed that there were no real challenges with trademarking the name.
Room to evolve, but!
As Starhive grows and its product suite expands, there are chances to play with the name, though the team says the core identity won’t change.
“We might use versions or reuse parts of the name in different product capabilities or add-ons,” he adds.
Does a name make the company?
“Company and product names are very important, as they help with recognition and hopefully communicate the desired feeling. While certain names can feel and sound awkward in the beginning, over time they become household names,” explains Nordahl.
“It’s not only about the name itself, it’s what you fuel it with. Over time, you can load a name with meaning, feelings, and purpose – so it’s important to continue to nurture your brand name over time,” he concludes.
