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Interview with Havard Lehn – Co-Founder of Nordic.Partners
In a recent interview with AffPapa, Havard Lehn, the Co-Founder of Nordic.Partners, shared insights on his journey in iGaming, the company’s latest tech upgrades, and how transparency, trust, and smart tools are reshaping affiliate–operator relationships.
Yeva: Havard, you’ve been in the market for a while now. What originally drew you to the industry?
After finishing my military service in Norway in 2009, I was looking for a change and fascinated by iGaming. I interviewed for a role at Betsson on a Friday, and by Sunday I was on a plane to Malta. That curiosity turned into a career, and I’ve been in the industry ever since.
Yeva: We’ve heard exciting news about your latest tech updates. Can you expand on that and tell us what’s new for affiliates at Nordic.Partners?
We’re at a very exciting stage right now. With the acquisition of AffCollect, we’ve integrated some of the most advanced analytics and reporting tools in the market, giving our affiliates access to deeper insights, real-time data, and smarter decision-making. On top of that, having Klein Group come on board as a strategic investor is a huge endorsement of our vision and technology. Morten Klein’s experience and network will help us accelerate innovation and push the boundaries even further. For affiliates, this means more transparency, stronger tools, and ultimately better performance — and this is just the beginning of what we’re building at Nordic.Partners.
Yeva: What’s been the biggest game-changer for your partners that comes with the new updates? What gaps in the affiliate space are you looking to fill with it?
The real game-changer for our partners is the level of transparency and precision they now get through our platform. By integrating AffCollect’s technology, affiliates have access to real-time, highly accurate data and advanced analytics that weren’t widely available in the market before. This means faster, smarter decision-making and the ability to optimize performance on a whole new level.
At the same time, bringing Klein Group on board allows us to think even bigger — combining emerging technologies like AI-driven analytics and seamless operator-affiliate connectivity into one ecosystem. The gaps we’re aiming to fill are clear: affiliates want reliable data they can trust, tools that are easy to use, and a network that actually empowers them to grow. That’s exactly what Nordic.Partners is delivering.
Yeva: Trust between affiliates and operators has always been a hot topic of discussion. What’s your take on building it the right way?
Trust really is the foundation of long-term success in this industry, and it’s something I’ve spoken a lot about — including on stage at iGaming Club Malaga. For me, building it the right way comes down to two things: full transparency and consistent delivery. Affiliates need accurate, real-time data they can rely on, and operators need to know they’re working with partners who add real value. When both sides feel confident in the numbers and in the collaboration, that’s when true partnerships are built. At Nordic.Partners, this is central to our strategy — not just as a feature, but as a culture.
Yeva: Do you have any non-negotiables at Nordic.Partners when it comes to partnerships?
Yes — transparency is absolutely a non-negotiable for us. This industry has sometimes struggled with hidden terms or unclear structures, and that erodes trust. At Nordic.Partners we insist on full clarity, especially when it comes to things like admin fees. Our partners know exactly what they’re getting, and we expect the same level of honesty and openness in return. That’s the only way to build partnerships that last.
Yeva: For a new affiliate program just starting out, what’s your best advice for building strong relationships from day one?
For any new affiliate program getting off the ground, the foundation should be built on transparency, communication, and real support. Here’s what I’d focus on from day one:
Be crystal clear on terms and payments: Lay out commission structures, admin fees, payout timelines, and tracking mechanisms from the very start. Trust stems from transparency—clarity here prevents misunderstandings later.
Provide real-time tools and accurate tracking: Giving affiliates access to reliable dashboards, analytics, and performance data empowers them—and builds credibility in your platform.
Offer meaningful incentives: Tailored commission tiers, exclusive offers, or promotional bonuses go a long way toward motivating affiliates and encouraging loyalty.
Listen, adapt, and co-create: Make sure there are feedback loops. Solicit affiliate insights early and often, and actually act on their feedback—this builds a sense of shared ownership. In short: start with transparency, back it up with data, communicate consistently, reward performance, and always listen. That combination builds strong, long-term affiliate relationships from day one.
Yeva: Lastly, what’s something you’ve learned as a founder that you wish you knew when you first started Nordic.Partners?
Looking back, one thing I wish I’d truly understood from day one is that speed and focus beat perfection. Like many founders, I wanted everything to be flawless before launching, but the reality is that you learn more by getting your product into the hands of partners and improving as you go.
Another lesson is the power of people and partnerships — Richard Branson often says, ‘Find people who are better than you, and delegate,’and that’s something I’ve really taken to heart. Having the right team and trusted partners around you accelerates growth in ways you can’t do alone.
And finally, trust is everything. Jeff Bezos has said that ‘your brand is what people say about you when you’re not in the room.’ In our industry, I’ve learned that transparency and trust are not just values, they’re competitive advantages. If I had truly embraced that from day one, I would have doubled down even earlier on building the culture of openness that now defines Nordic.Partners.
Company: Nordic.Partners
Interviewee: Havard Lehn
Date: 02.09.2025
AffPapa has officially closed voting for the AffPapa iGaming Awards LATAM 2025, starting the countdown to the official ceremony.
The first regional edition that is entirely...
