In just 18 months since launching its first product, Treble has gained international traction and a customer base that includes some of the world’s most recognizable brands, but it began in a windowless university basement.

That might not sound glamorous, but it was the perfect launchpad for founders Finnur Pind and Jesper Pedersen. “We were two engineers with modest plans and a grant from the Icelandic government,” Finnur says. “We didn’t even have windows. But we had time, space and just enough funding to pay ourselves half a salary each. That was more than enough to get started.”

Today, Treble is one of Iceland’s most exciting deep-tech startups. The company builds advanced sound-simulation software that helps clients – from architects to audio-product developers – model how sound behaves in real environments. What began as a tool for optimizing acoustics in buildings has evolved into a platform used by tech giants, automotive firms and device manufacturers to improve audio performance and train AI systems.

But Treble’s story is also personal. For Finnur, it’s the culmination of a long-standing fascination with music and sound. “A lot of people in this field are just failed musicians,” he says, joking. “I played a lot of music growing up. At some point I realized the rockstar dream wasn’t happening, so I went into engineering instead, to understand all the gear we used.”

This curiosity eventually led to an industrial PhD at the Technical University of Denmark (DTU), one of the leading research institutions in the field. Finnur’s research, funded by Henning Larsen, a renowned architecture firm, focused on developing novel virtual acoustics algorithms to simulate how sound behaves in complex environments. Finnur worked across DTU’s Acoustic Technology group and Scientific Computing group, exploring topics such as wave-based simulations, time-domain modeling of frequency-dependent materials, and the spatialization of audio for virtual reality applications. His work also included reducing the computational load of real-time simulations and optimizing them for modern multi-core computer systems, including GPUs. “We were working on making auditory virtual reality a reality,” he says. “It was very technical but also deeply tied to real-world problems that architects and engineers face when designing spaces.”

It was a clear path into innovation, but not, at first, into entrepreneurship. “I didn’t think about starting a company,” Finnur says. “But then we saw what we had and realized we could make it accessible.”

After six years in Copenhagen, returning to Reykjavík was both a personal and strategic decision. “Copenhagen is amazing, especially for audio-related industries,” he says, “but Iceland has a very supportive ecosystem, and being close to family matters. The government support system here, especially for early-stage innovation, is really strong.”

That support made all the difference in Treble’s early days. “We didn’t know the first thing about fundraising or go-to-market,” Finnur says. “We were engineers. But we were lucky to bring in two more cofounders, one of whom had a commercial background. That really changed everything. Suddenly we saw what was possible if we treated this not just as a research project but as a company.”

Despite the steep learning curve, the team moved quickly. The first customers were international almost by default – common for Icelandic startups, which often build with a global mindset from day one. “You can’t build a tech company only for Iceland,” Finnur says. “There’s just not enough market here. But that forces you to think big early on.”

Treble’s software began with the building industry, giving architects and engineers tools to simulate sound in offices, homes and public spaces. As demand grew, they realized the potential across other sectors, particularly in product development.

Companies need to understand how their devices, from smart speakers to car infotainment systems, sound and perform in real-world conditions. Treble’s simulations help them design better hardware and, just as crucially, train their audio AI systems with synthetic data modeled on thousands of different environments. “If you want to teach a voice assistant to understand commands inside a noisy car or an open-plan office, you need to simulate those situations thousands of times. That’s what we help with.”

The pace has been intense. Treble’s first commercial release was just a year and a half ago, but the company already works with major consulting firms, automotive players, chipmakers and tech giants. To reach this stage, the team navigated a series of funding milestones, starting with Icelandic innovation grants that gave them critical early runway. As their vision evolved, they attracted private investors who recognized the global relevance of their sound simulation technology. “We learned everything on the go,” Finnur says. “From how to pitch to how to manage a cap table to the logistics of international scaling.”

Those early investments helped expand the team and accelerate development. “We were pitching while still finalizing features,” he adds. “You’re selling the future while still writing the code. It’s a strange but necessary part of building in deep tech.” Despite being engineers first, they adapted quickly, learning to speak the language of investors and enterprise clients.

That momentum has come with growing pains. “I wouldn’t say there’s been an easy part,” he says. “It’s all hard: building the product, finding customers, fundraising, leading a team. But the motivation is easy. I wake up every day excited to work on this.”

Reykjavík, in his view, offers an ideal backdrop for this kind of work. “There’s very little bureaucracy. You can get meetings quickly, people respond fast, and everyone wants to help. When someone sees you trying to build something new, they go the extra mile.” That attitude, he says, extends from individual founders to institutions. “When we applied for our first grants, the response was fast and constructive. We didn’t have to wade through months of paperwork or wait endlessly for decisions.”

He also highlights the ease of forming meaningful partnerships in Reykjavík. “When you need input, advice or an introduction, people don’t gatekeep. You message someone on LinkedIn, and they’ll actually meet you for coffee the next day. That kind of culture really speeds things up.”

It also helps that the startup community in the city is small. “You’re only ever two introductions away from anyone. Whether it’s an investor, a government contact or another founder, there’s a sense that we’re all in this together.” That closeness can also bring a sense of accountability. “You don’t want to let people down, because everyone’s rooting for you. It adds a positive kind of pressure.”

This spirit of collaboration has shaped how Finnur sees his role. “I started as a hacker, a builder. Now I’m a manager and, honestly, a salesman. I’m selling to customers, to investors, to potential hires. That’s the job. It took a while to embrace, but I’ve come to enjoy it. When you see someone get excited about your vision, it’s incredibly rewarding.”

He’s mindful of the balance between scaling globally and staying connected locally. “I want Treble to become a global leader in what we do but still be a place where people enjoy coming to work,” he says. “That’s a big part of why we’re doing this here: so we can build something serious without losing touch with the things that make life meaningful.”

His biggest personal lesson has been to learn how to pace himself. “In the beginning, it’s all adrenaline. You run on excitement. But after two or three years, you realize this isn’t a sprint; it’s a marathon. You have to build systems, take care of yourself, and make it sustainable.”

Looking ahead, Finnur hopes Treble continues to grow while staying grounded in Reykjavík. “It’s a great place to build something ambitious without losing yourself in the chaos,” he says. “You don’t sit in traffic. You have time for your family. The kindergarten system mostly works. It’s not perfect, but the quality of life here is a huge advantage.” He often takes his kids skiing just outside the city, spends time in the local pools, and catches up with his old bandmates for monthly jam sessions.

Music, while no longer his main focus, remains a thread through his life, and the Treble office even has its own jam room. “I think being a founder is creative work,” he says. “You’re not writing songs, but you’re constantly coming up with new ideas, new angles. It’s a creative outlet, just in a different form.” Outside of work, though, he jokes that he’s become “a bit of a boring old man.” These days, his week includes strict sleep schedules, daily exercise, and regular sauna sessions. “It helps me stay focused. And honestly, it makes the hard days much more manageable.”

His advice to early-stage founders is simple: go for it. “You’ll either build something amazing or learn a lot. Either way, it’s worth it. And when it gets hard – and it will – just keep going. Resilience is everything.”

What age were you when you founded your first company?
34.

What’s your favorite podcast?
I listen a lot to Huberman Lab— probably like all 40-year-old guys do.

What’s your most used app?
Slack.

Where’s your favorite place for some creative thinking?
I love the hot tubs in the local swimming pools. I go several times a week. 

Favorite place for a business lunch?
The Fish Company.

What museum would you recommend?
I highly recommend Eldheimar, the volcanic museum in the Westman Islands.

What are your favorite places to hang out?
Fossvogsdalur, Elliðaárdalur and Ægissíða [natural areas] for a relaxing walk, a jog or bike tours.

One thing newcomers should purchase on arrival.
Tickets to Icelandic pools and hot tubs: an essential part of local culture.