Interview with Daniel Alexus: Neonode’s New CEO on Innovation, Empathy and a Vision for the Future

Daniel brings over 15 years of international experience at the intersection of technology, innovation and business transformation. His background spans leadership roles in global corporations and high-growth scale-ups, most recently as Head of Innovation at Ericsson, where he drove initiatives across connectivity, software and emerging technologies.

Could you start by telling us a bit about your background?

I grew up in a small rural town in Sweden that had around 200 houses but moved to Stockholm as a teenager. This was a pivotal step in my personal development as I needed to integrate into a new city, a new school and make new friends. Luckily sport was a major part of my life and tennis was a key ice-breaker in finding my feet. These days, I enjoy more social sports like padel and squash.

From a young age my dad became my mentor. He worked as CEO at a tech company, which meant I was exposed to innovation early on. I remember being one of the first amongst my friends to have a computer at home, and my dad was one of the first to have a car phone!

My family moved to Washington DC when I was 17 years old where I studied for a year before returning to Sweden and later went on to gain my Masters in Engineering and Management from the Royal Institute of Technology (KTH). I eventually joined Ericsson after doing my thesis and stayed for 15 years, taking on roles in management consulting, partnerships, strategy, M&A and innovation. These positions took me around the world, with posts in Boston and Silicon Valley.

What excites you most about stepping into the CEO role at Neonode?

It’s the people, the technology and the impressive legacy of innovation. When the opportunity came up to step into the role of CEO, I was struck by how passionate and skilled the team is. The foundation is already here, and what excites me now is the chance to commercialize that innovation with great leadership and focus. There are real opportunities for growth and I’m energized by the potential to realize them.

How do you see your past experiences aligning with our mission and goals?

I’ve spent my career at the intersection of technology, innovation and growth - whether that’s launching something entirely new or scaling an established product. The mission of Neonode is to transform how humans interact with machines which is incredibly relevant to where the world is heading. I believe my experience in both corporate and entrepreneurial roles will help me to guide that transformation.

What would you say your best careers achievements are to date?

I’ve been fortunate to work across a range of roles and industries, but a few achievements stand out as particularly meaningful. One of the highlights was leading the acquisition and integration of a Boston-based tech scale-up while at Ericsson. I not only drove the M&A process but went on to serve as CEO of the acquired company. During my time there, we expanded the customer base by 40% in just three years and significantly strengthened our market position in North America.

Another key achievement was contributing to closing a major strategic deal with a mobile operator worth over $1b USD, which contributed significantly to Ericsson’s growth ambitions in the Americas. It was part of a broader initiative to expand beyond traditional telecom infrastructure and into software-based billing systems, helping the company diversify its portfolio and move into faster-moving, high-potential segments.

What’s your vision for Neonode over the next three to five years?

It’s a little too early for a fully baked vision. I want to take the time to really understand where we are today and ensure the foundation is strong. But I can say this: the vision of reshaping human-machine interaction is core to our future. The technology Neonode has developed is incredibly relevant, but we need to define exactly how we fit into the broader tech ecosystem and where we can deliver the most value. Growth is absolutely part of the plan – now we need to chart the right path to get there.

What do you see as the biggest opportunities for growth or innovation at Neonode?

We have breakthrough technology in MultiSensing, zForce and human-machine interface solutions. The key opportunity lies in taking this innovation and making it more accessible and relevant across industries. That means deepening customer relationships, simplifying integration and thinking holistically about the problems we help solve. Neonode should not just sell a component, but deliver a solution.

You have already mentioned that you have taken on a great team at Neonode (of course we agree). How do you plan to engage with and support the employees going forward?

I firmly believe that empowered teams are high-performing teams. My leadership approach is grounded in empathy, empowerment and transparency. I want to break down hierarchies, give decision-making power to the people closest to the problem and create a culture where it's okay to make mistakes - because that means we're moving, experimenting and learning. Respect and integrity will always guide my decisions. We’ll lead by example and do the right thing, even when it’s not the easiest path.

For customers and partners, what can they expect from Neonode under your leadership?

They can expect a partner who listens, collaborates and delivers. We want to empower our customers and help them make the right decisions. Neonode is the one to provide the tools to put them in the driver’s seat of their own success. Whether it's through our MultiSensing platform, zForce or other innovations, we’ll focus on enabling outcomes, not just transactions.

Every leader has their own style. How would you describe yours, and what values guide you?

Empathy is at the core—without it, you're not learning. Bravery is essential too: the courage to make decisions and to empower others to make them as well. Respect is non-negotiable and most importantly, integrity - both as individuals and as a company - is my compass. I also believe the age of traditional “bosses” is over. Companies that cling to command-and-control leadership will struggle. Performance comes from trust, openness and shared purpose.

Looking ahead, what’s one goal you’re particularly excited to achieve at Neonode?

I’m excited to see our technology in the hands of more customers, improving real-world interactions and experiences. I want to take Neonode’s innovation and scale it in a way that’s meaningful - not just in terms of numbers, but in terms of the value it brings to our partners and their users.

Finally, who is Daniel Alexus when he’s not at work?

Outside of work, I’m a husband and father of two. Family is truly at the center of my life. My wife, Sofia, and I met in a rather serendipitous way—during a business trip to Silicon Valley, my father introduced me to her through a professional connection. It was one of those rare moments of instant connection. Not long after that first meeting, I made the decision to move to the U.S. to be with her. It was both a personal and professional turning point, and looking back, it was the best decisions I’ve ever made.

Sofia has been a huge inspiration in my life. She’s an accomplished professional in her own right, having led major growth at a fintech company and now CEO of a customer service SaaS scale-up. Watching her career evolve while also raising a family together has been incredibly motivating and grounding. Beyond family, I’ve always been passionate about sports. I played competitive tennis from the age of five until seventeen, and while I’ve traded tournaments for more social matches, I still love getting on the court for padel or squash. Hunting is where I recharge, connect to nature, blend peace and quiet with adrenaline and performance.