18/09/2026
When .se first launched in Sweden, people thought it was a dating app for doctors - because the slogan said “meet doctors online”.
on why it took real market education to convince people that seeing a doctor instantly from@your phone wasn’t too good to be true - and why in healthcare, it’s better not to be first to market. Today, a third of Sweden uses .se - more accounts than Netflix has in the country. Straight from the Bits & Pretzels stage.