SELMA LOOKS AT THE WEB AVAILABLE -
FOR ALL.

Selma was founded in Stockholm in 2023 based on the idea that digital inclusion should be a matter of course.

The seed for our business was sown on an ordinary Wednesday when our co-founder David was trying to book a squash court. Missing a workout might seem like a minor hurdle, but it became a real eye-opener. The booking system used only red and green colors to indicate available and booked times. For David, who is colorblind, it was impossible to see the difference.

The frustration over such a simple yet crucial deficiency became the starting point. To understand if this was just an isolated problem or part of a larger systemic error, we proceeded to conduct extensive investigations. We enlisted the help of experts and met with people who rely on various web accessibility features daily.

It was during this period that we came into contact with the lawyer Dennis Ivarsson, who is a daily screen reader himself. Together with Dennis and our research, we quickly realized how big the digital exclusion actually is, and that the challenges look very different. We started Selma to remove the digital barriers, and our goal is clear: we want to make the web accessible for everyone.

Behind the company are David, Viktor, and Filip. Together, we have over 30 years of combined experience running companies in tech and e-commerce.

Since our founding in 2023, we have grown into a hybrid team with employees across Sweden, with bases in Stockholm, Gothenburg, and Jönköping. Our team combines technical and legal expertise with experience and knowledge of disabilities. This gives us a unique understanding of the everyday reality for the end-user. To achieve our goals, we rely on the human element combined with smart automation.

At Selma, we always start with the people who will use our services. Our vision is to constantly find the smartest solutions on the market. By building our own solutions from the ground up and reselling systems that others have already created, we create a combination that avoids compromise. We use what already works as the standard, so we can put all our energy into what requires a unique solution.