Creating through change
Linda Pålsson, CEO of AFRY
Change is a constant in every leading company. But at AFRY, the pace of transformation has accelerated: a new Group structure, a sharpened operating model - and, since January, a new CEO. Linda Pålsson took on the role after leading AFRY's Energy Division - a business area at the center of the global green transformation. Her new role is broader, but the principles remain: leading with purpose, creating value for customers and society, and strengthening AFRY's position as a trusted partner in a fast-changing world. In her interview with AFRY Insights, Linda reflects on her first months as CEO, shares her perspective on the changes, and gives an outlook on what lies ahead.
You took on the role of CEO in January. Looking back on your first months, what have been your key impressions – what surprised, challenged, or inspired you the most?
Linda Pålsson: Stepping into the CEO role at AFRY has been both humbling and energizing. My inspiration at AFRY has always been the depth of expertise across the company - there’s a quiet brilliance in how our teams solve complex challenges every day, which creates real value for our clients.
Coming from the energy sector, I have been curious to explore AFRY’s other areas of expertise – such as industry, transportation, and buildings, and the engineering, design, and strategic advisory services that support them all. It’s been interesting to see how many links there are between them, with energy playing a role in shaping developments across sectors and in the solutions we deliver.
One exciting aspect has been the new opportunities that transition brings. The type of projects that we do is indeed changing. Sustainable aviation fuels in Brazil, pumped hydropower in Australia, and fossil-free steel in the Nordics are all examples of projects that did not exist a few years ago and that are now at the core of what we do. We are evolving rapidly, and that brings both opportunity and responsibility. The challenge has been to ensure that as we grow, evolve, and adapt, we stay anchored in our purpose: to accelerate the transition toward a sustainable society, and to do so in ways that are meaningful and measurable for our clients.
What’s inspired me a lot is the spirit of collaboration I’ve seen across borders and disciplines. Whether it’s engineers in Sweden, consultants in Zürich, or energy experts in Southeast Asia, there is a shared sense of mission. That alignment, between technical excellence and societal impact, is what makes AFRY such a special company to lead, and what enables us to be a trusted partner to our clients around the world.
You’ve talked about making AFRY even more global and client-centric. How do these ambitions translate into day-to-day decisions across business areas?
Linda Pålsson: At AFRY, becoming more global and client-centric is not just a slogan—it is something we are embedding into the way we operate. We have restructured the organization to be more harmonized and efficient, enabling decisions to be made closer to the client and with greater speed. That’s essential for profitable growth, because it allows us to respond faster and tailor our services more precisely to what our clients need.
Client-centricity is reflected in how we manage projects. We emphasize transparent collaboration from the very beginning, through early-stage risk assessments, clearly defined scopes and responsibilities, and joint design reviews.
We are also continuing to invest in our people. Our development programs focus on navigating growth and change, and on building strong, trust-based client relationships. These initiatives help our teams stay aligned with our strategic goals while remaining grounded in our values—ensuring we bring both expertise and empathy to every client engagement.
AFRY is known for its unique blend of engineering, project management, and advisory services. How will this DNA continue to shape the company’s future?
Linda Pålsson: Engineering, project management, and advisory have always been at the heart of AFRY’s identity, and they will absolutely continue to shape our future. What makes AFRY unique is how we bring these disciplines together to solve technical challenges and create solutions that are both sustainable and resilient.
As we look ahead, this DNA is guiding how we structure our services and how we engage with our clients. Becoming a more global company allows us to work on more exciting and impactful assignments and scale structured knowledge across industries and countries. Whether it’s designing resilient infrastructure, optimizing energy systems, supporting industrial transformation, or advising clients through our management consulting practice, our teams are working across disciplines to deliver real value to our clients.
What message would you like to send to AFRY’s clients and partners at this point in time?
Linda Pålsson: At this moment, my message to our clients and partners is one of deep appreciation and forward-looking optimism. We are incredibly grateful for the trust you place in us, and we don’t take that responsibility lightly. As we continue to evolve as a company, our focus remains on being a reliable, long-term partner, one that not only understands your challenges but is also committed to helping you navigate them with confidence.
We’re investing in the right capabilities, strengthening our delivery, and sharpening our focus on sustainability and resilience. Whether it’s the way we’re integrating engineering, project management, or advisory services, our goal is to bring the best of AFRY—tailored to our client's needs, and delivered with precision and care.
This is a time of great transformation across industries, and we’re excited to walk that journey with you.
If we were to speak again a year from now – what would you hope to have achieved in your first 12 months as CEO?
Linda Pålsson: If we were to sit down a year from now, I would hope to look back on a period of time where we laid a strong foundation for AFRY’s next chapter. My focus from day one has been on creating a focused, efficient, and client-centric company, one that’s truly equipped to lead in the green transition.
Looking ahead, I hope to see AFRY recognized for delivering even greater value to our clients through sharp execution, deep sector expertise, and the ability to take on the most meaningful and complex projects.
At the same time, I’d like AFRY to be seen as a great place to work—where our people feel empowered, connected, and proud of the impact they’re making. If our values, bravery, team play, and devotion are reflected in how we show up for our clients and for each other, then I’ll feel we’re moving in the right direction.
This article is part of our AFRY Insights publication series, where experts from AFRY Management Consulting share their insights into emerging global trends across the energy and bioindustry sectors, as well as sustainability transformation.
