The people behind Paavis
We make the business value of trust visible, measurable, and actionable.
A team of experts and experienced practitioners
We’ve been crossing paths while working in senior- and director roles at companies like Avalara, Apple, Amazon, Expedia, Nordstrom, T-Mobile, and LEGO.
And after decades of tracking data and customer research, we’re finally creating the tool we’ve always wanted, that links customer intent to revenue by tracking the trust signals that drive conversions.
We’ve created a method to process data at scale and accuracy, that combines behavioral science and business data to show where trust is built, where it’s broken, and where investment will most likely raise conversion and revenue
Paavis has offices in Copenhagen, Denmark and Seattle, Washington. Two waterfronts, one team: Nordhavn on one side of the ocean and the Seattle shoreline on the other, joining Europe and the US as we build together.
Meet the founding partners
The people behind Paavis are practitioners with decades of experience at global brands, pairing academic rigor with the practical work of building and operating large-scale digital systems.
Soren Muus
Chief Executive Officer
Vision, product concept, brand and design leadership.
30+ years of experience design, leading UX and design at Avalara, T-Mobile, Expedia and Urban Airship. Trained at the Royal Danish Academy of Fine Arts and Copenhagen Business School.
Author of “Designing for Trust”
Thomas Snitker
Chief Research Officer
User research, trust methodology, measurement models, benchmarking rigor and customer insight quality.
More than 30 years in user research, founder of SnitkerGroup, former Head of Research at LEGO, and founder of Brugercentrisk AI. Copenhagen University
Published author and international speaker.
Michael Frank
Chief Technology Officer
Data pipelines, cloud architecture, and large-scale systems.
Senior systems and engineering leader with more than a decade at Amazon Web Services (AWS), plus ServiceNow and earlier startups, with deep expertise in Python, cloud computing, and building platforms that process data at scale.
Elina Luce
Head of Analytics
Roadmap, messaging, monetization, customer priorities and product-market fit discovery.
15 years in product management and analytics at Avalara, Vista and Williams-Sonoma, with deep expertise in A/B testing, experimentation strategy and funnel optimization..
Dustin Martinka
Head of Design
Product design, UX strategy, design systems, and AI-powered interfaces.
Design leader with over twenty years across T-Mobile and Microsoft, where he grew and led teams through digital transformation, and now heads product design at Paavis, building the user experience, design system, and AI-driven interfaces from the ground up.
Mane Osvepian
Head of Automation
Workflow automation, AI agents, data pipelines, and operational infrastructure.
Automation specialist who has built AI-driven workflows for SaaS companies, e-commerce brands, and B2B agencies across Europe, cutting manual workload by up to 60%. She now heads automation at Paavis, building the agents, pipelines, and integrations that turn trust signals into intelligence at scale.
Theo Stewart
Founding Partner
Demand generation, pipeline, partnerships, and commercial traction.
Senior growth and performance marketing leader with experience at Avalara, REI, and Nordstrom across B2B and B2C demand generation, SEO/AEO, paid media, content strategy, and marketing analytics.
Theo now leads growth work at Microsoft and continues to advise the team.
Our Board of Advisors
Paavis is supported by senior experts in technology, AI, analytics, product, and digital transformation.
Our Advisory Board includes Gavin Warrener, SVP Thomson Reuters. Yulia Bakir, CFOEx-Bosch, Jason Murphy, COO and EVP at Blink. Troy Anderson, CPTO & Serial Founder. Skottie O’Mahony, VP at Sprinklr.
Their experience covers enterprise growth systems, AI-powered operations, revenue attribution, product and experience leadership, search and discovery, analytics infrastructure, operational strategy, and organizational change.
Together they’ve led global teams, scaled enterprise platforms, driven acquisitions and growth, and modernized digital systems at major tech and SaaS companies.
These connections strengthen the framework, challenge assumptions, confirm commercial direction, and support building trustworthy, operationally sound intelligence systems.
Our Trust Analysts
Every Paavis assessment rests on evidence processed and reviewed by humans. These are our Trust Analysts who did that work, current and former, under the supervision of Thomas Visby Snitker, Chief Research Officer.
Alexia Zaharie · Anisha Sen · Attila Laszlo Fodor-Sommerby · Ayesha Iqbal, MSc · Batol Mohsen, BSc · Carlos Lamela Ferrín, MSc · Christian Turner, MSc · Dana Maria Popa, MSc · Daniel Estrada · Davide Maria Piva · Emil Zawistowski · Filip Vidal Andersson, MSc · Giorgia Macovei · Hajrah Tabassam, PhD · Hodan Nageye Meldgaard · Irina Martin · Jasraunaq Singh, MSc · Jevgenijs Burlakovs · Katrine Faerch Baelum · Lidia Sambito, BA · Lingshan Lu, MSc · Maria Cristache, PhD · Michael Amponsah Badu · Mohammed Al-Attabi, BSc · Muhammad Abbas Khan, BSc · Narges Amini · Neena Raju · Nosheen Yousaf, MSc, MPhil · Samira Ather · Saqib Mehmood Chaudhry, MBA, MSc · Sivabavithraa Ezilmanohar, BE · Tasnima Haque · Yusrat Jimoh
What we value
The principles behind every score we produce and every decision we make.
Honesty
We report what the data shows, even when it is hard to hear, because trust starts with the truth.
Clarity
We make our methods and our numbers transparent, so you always see how a score is built and why it moves.
Inclusion
We build for global teams of every size and background, and we measure trust in a way that gives everyone a fair read.
Trust
We hold ourselves to the standard we measure, earning your confidence through how we work, not just what we claim.
Goodwill
We act in the interest of the people and businesses we serve, and we use trust as a force for good.
Be part of shaping the future of trust intelligence
Trust now determines how organizations grow, compete, and win customers. AI-driven discovery, split buying journeys, and growing customer doubt change how trust is earned. Paavis measures and responds to these shifts.
If you want to shape that future, we want to hear from growth teams, strategic advisors, revenue operators, and technical partners.
Invest in the future of trust intelligence
Trust now drives AI-market conversions, and Paavis creates an intelligence layer linking trust, intent, and revenue for search, discovery, and customer decisions.
By 2030, Paavis aims to be the top trust-intelligence platform through fast product growth. Get in on the ground floor now.