Start-up snapshot: EdMon with Angelina Jönsson

CEO & co-founder: Angelina Jönsson

Country: Sweden

What is the company’s origin story?

EdMon was founded during the Covid-19 pandemic by David Nordén, an editor with over 25 years’ experience in TV and film post-production. He was frustrated with how time-consuming and manual workflows still were – especially for unscripted content like reality and documentary. Despite huge technological advances in media, teams were still spending countless hours transcribing footage, managing files manually and searching for key material using spreadsheets and emails.

David began prototyping tools that could automate these processes. When Angelina Jönsson joined as CEO in 2024, they turned those tools into a scalable SaaS product – laser-focused on helping production teams save time, reduce costs and focus on storytelling instead of admin. The company quickly found product-market fit, and today EdMon is used by leading production companies globally, including Fremantle and ITV. 

What is it working on right now?

EdMon is growing quickly, onboarding new productions every week and expanding into new markets across Europe and North America. A major focus is expanding AI capabilities – particularly around semantic search and automated editing workflows. With a new visual search feature, users can now search for specific scenes based on image content, such as ‘a man holding a sign’ or ‘a woman jumping into a pool’. This allows producers and editors to find relevant moments across hours of footage without manually reviewing each clip. It has also launched automated rough cuts, which generate a first assembly based on keywords, speaker names or scripted topics – directly from the transcript. These tools dramatically reduce the time spent prepping edits, especially in unscripted formats with large volumes of material.

What is the next step?

EdMon is preparing for a broader international rollout, with a strong focus on the UK and North America, and is now working closely with global players on pilots and larger-scale deployments. Long-term, the ambition is to be the go-to AI player for unscripted post-production workflows – powering everything from raw media ingestion to edit-ready content selection.

What one thing does the company need most?

It needs brilliant people who understand both creative production and how to build great products. Whether in engineering, design or customer success, EdMon is looking for hands-on, curious talent who want to simplify complexity – and who care deeply about the people using its tools. It is building for teams who work under pressure, with tight deadlines. Ultimately, the more the company can empower these people, the better the content
they create!

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This feature was first published in the Autumn 2025 issue of FEED.