Lars Ettrup is Co-Founder and CEO of Palette, a Copenhagen-based AI infrastructure startup building an operating system for AI-native teams that enables companies to work with any AI agent while keeping their context, workflows, and knowledge fully under their own control.

Lars holds an M.Sc. in eBusiness from the IT University of Copenhagen and previously served as CTO at Nodes, a digital agency, before co-founding and exiting Look Curious ApS in 2015.

A serial entrepreneur and operator at heart, Lars has a rare blend of deep technical expertise and strong commercial acumen, having built and scaled technology ventures across music tech and AI infrastructure.

Lars co-founded Linkfire in 2014, a music marketing platform that creates intelligent smart links routing fans to streaming services, which went on to list on the Stockholm Stock Exchange (STO: LINKFI) and serve major labels and artists globally.

At Palette, Lars and his team of repeat founders secured a EUR 3M pre-seed round led by Ugly Duckling Ventures in 2025, with Palette Desktop already shipping to paying customers and the platform being adopted by leading startups, scaleups, and global brands.