Watch: Martina Akerlunds bold shift from finance floors to gaming wars
In an episode of the SiGMA Poker Face podcast, host Ivonne Montealegre sat down with Martina Akerlund, the CEO and founder of Elevated Edge. Their conversation explored the bold reinvention of Akerlunds career from two decades in banking to building her own path in the fast paced world of iGaming, focusing on the importance of positive company culture and authenticity.
After 20 years in senior positions in banking and finance, including a role as CMO at a Swedish bank, Akerlund felt the corporate world had grown limiting. Life is about living, she said. I dont want to live my life with risk mitigation. That sentiment marked her first leap, joining Triggy, a company in the sports betting industry, despite concerns from peers.
One of my previous managers told me Id ruin my CV, she said. But sometimes life nudges you in a direction youre meant to go. Her advice is to take the leap. Break your CV.
Leading with authenticity
Now at the helm of Elevated Edge, Akerlund channels her passion for leadership and workplace culture. Her work centres on helping companies and individuals foster happier, healthier professional environments. Its not a HR issue, she explained. Culture is about how leaders behave every day. You need support from top management and they must walk the talk.
Authenticity plays a critical role in her philosophy. People dont remember what you said, they remember the energy you gave, she said, underlining the importance of kindness and presence over performance.
Discussing failure, Montealegre drew parallels between business and poker. Were not trained to deal with failure, she suggested. But the most successful people are those who learn from challenges and keep going. Akerlund highlighted.
Choosing the right company culture
As a mother and entrepreneur, Akerlund is clear on her priorities, If I do well in my life, I can do well at work. My kids, my husband, my friends, those are my foundation. she says. Her approach to leadership is rooted in this clarity, emphasising that personal well-being is not separate from professional success but essential to it.
She warned against the dangers of toxic work environments. When youre not feeling your best self, its easy to blame yourself. But its usually the environment. There is the right place for everyone, dont waste your time in the wrong one. she says, encouraging professionals to trust their instincts and not stay where theyre undervalued.
The future of iGaming
Akerlund sees the iGaming industry entering a phase of real competition, shaped by regulation and cultural maturity. Its easy to lead when things are going well, she said. But pressure reveals the real leaders.
Companies that succeed, she believes, will be the ones investing in strong cultures and employee well-being. Everyone wants the best employees and once you get them, you need to keep them.
Swedish roots with a global vision
Raised in Sweden and now based in southern France, Akerlund credits her homelands egalitarian culture with her fearless approach. In Sweden, students arent limited in school. Were encouraged to be creative. Its a flat working culture, you can walk up to the CEO and give feedback. she says.
Driven by joy and a desire to help others thrive, Akerlund is redefining success not by titles or revenue, but by impact. I want to enjoy life, she said. And I want to help others do the same.
From reshaping her life by leaving the traditional banking world to fostering authenticity and emotional intelligence in the iGaming space, her journey is proof that risk, when paired with resilience and purpose, can lead to transformation.
Dont miss SiGMA Euro-Med and Poker Tour this September in Malta, where industry leaders, game-changers and rising stars come together to shape the future of gaming.?
