Normative
Folkungagatan 44,
Stockholm, 11826,
Sweden
Stockholm, 11826,
Sweden
46 706011176
Professional Services
Normative Technographics
Normative Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Normative and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 150 Normative employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Normative has purchased the following applications: Humaans Employee Management for Core HR in 2024, Google Workspace (Formerly Google G-Suite) for Collaboration in 2018, Hotjar for Customer Experience in 2018 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Normative is running and its propensity to invest more and deepen its relationship with Humaans , Teamtailor , Google or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Normative revenues, which have grown to $20.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Normative intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Normative Tech Stack and Enterprise Applications
Normative HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Humaans | Legacy | Humaans Employee Management | Core HR | HCM | n/a | 2024 | 2024 |
In 2024, Normative implemented Humaans Employee Management as its Core HR platform to centralise employee information and standardise people processes. The deployment was positioned to serve HR and People operations in Sweden while providing a single source of truth to harmonise people data across markets.
The implementation concentrated on Core HR capabilities including an employee database, consolidated reporting, and high-performance integrations to maintain synchronized records. Humaans Employee Management was configured to centralise profile data, employment records, and standard HR attributes, enabling consistent reporting and data hygiene across teams.
Integrations were emphasized as a key functional area, with the case study highlighting high-performance integrations that connect Humaans to Normative workflows without naming downstream systems. Operational coverage focused on HR and People teams in Sweden while supporting cross-market coordination, improving cross-team confidence in headcount and workforce reporting.
Governance changes centered on establishing the Humaans Employee Management instance as the canonical people record and adjusting People processes to use a single source of truth. The shift to centralised people data was intended to optimise people processes across markets and to improve reporting and cross-team confidence, aligning Normative Core HR with its HR and People functions.
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Recruiting, Applicant Tracking System | HCM |
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2019 | 2019 |
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Normative Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Legacy | Google Workspace (Formerly Google G-Suite) | Collaboration | Collaboration | n/a | 2018 | 2018 |
In 2018, Normative deployed Google Workspace (Formerly Google G-Suite) as its primary Collaboration platform. The deployment is a cloud-native, SaaS tenant provisioned to the normative.io domain and configured to support core collaboration modules such as Gmail, Google Drive, Google Docs, Sheets, Calendar, and Google Meet, with the Google Workspace Admin console used for user and group administration. Normative Google Workspace (Formerly Google G-Suite) Collaboration supports real-time document collaboration, shared drives for cross-functional file access, and calendar scheduling to support professional services workflows across the organization. The implementation aligns the application to business functions including consulting delivery, finance, and operations through centralized account management and role-based access controls.
Normative’s public website indicates active use and integration of Google Workspace for corporate email and collaboration touchpoints, confirming the application’s role in external and internal communication flows. Governance is implemented through the Google Workspace Admin console with standard controls for user provisioning, domain management, and sharing policies, and administrators manage security and compliance settings within the platform. The configuration emphasizes collaboration-first workflows and centralized administration to support company-wide productivity, while remaining consistent with typical Collaboration category operational practices.
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Normative CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Contentsquare | Legacy | Hotjar | Customer Experience | CRM | n/a | 2018 | 2018 |
In 2018, Normative implemented Hotjar on its public website to augment Customer Experience instrumentation for the company website. Normative, a Sweden-based professional services firm with approximately 150 employees, deployed Hotjar to capture qualitative on-site behavior across product landing pages and marketing pages.
The Hotjar implementation included client-side installation of the Hotjar tracking snippet and configuration of session recordings, heatmaps, on-page surveys, and feedback widgets consistent with standard Customer Experience capabilities. Configuration work focused on page-level sampling, event affinity for key interactions, and tailoring survey targeting rules to specific visitor flows.
Operational coverage centered on the normative.io domain and adjacent product pages, with access scoped to product, UX, marketing, and customer-facing teams to support cross-functional analysis of site behavior. Governance controls emphasized role-based access to recordings and survey results, retention settings for recorded sessions, and consent-aware configuration to align on-site data capture with privacy expectations.
Normative uses Hotjar as a Customer Experience tool to instrument user journeys on its website, providing qualitative interaction data for product and marketing decision workflows. The Hotjar application is maintained as part of the company website analytics stack and is referenced continuously in site-level UX instrumentation.
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Customer Support | CRM |
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2021 | 2021 |
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Customer Support | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2022 | 2022 |
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Marketing Automation | CRM |
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2022 | 2022 |
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Normative ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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IT Service Management | ITSM |
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2021 | 2021 |
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Normative TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Governance, Risk and Compliance | TRM |
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2021 | 2021 |
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Governance, Risk and Compliance | TRM |
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2021 | 2021 |
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Normative PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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API Management | PaaS |
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2022 | 2022 |
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Normative IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Cloud Storage | IaaS |
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2017 | 2017 |
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Content Delivery Network | IaaS |
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2022 | 2022 |
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Database Management, Open-Source Database | IaaS |
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2022 | 2022 |
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IT Decision Makers and Key Stakeholders at Normative
| First Name | Last Name | Title | Function | Department | Phone | |
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| No data found | ||||||
Apps Being Evaluated by Normative Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Normative IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Normative digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Normative Technographics
Normative is a Professional Services organization based in Sweden,
with around 150 employees and annual revenues of $20.0 million.
Normative operates a diverse technology stack with applications such as
Humaans Employee Management, Google Workspace (Formerly Google G-Suite) and Hotjar,
covering areas like Core HR, Collaboration and Customer Experience.
Normative has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Humaans, Google and Contentsquare.
Normative recently adopted applications including
Humaans Employee Management in 2024, Microsoft Clarity in 2022 and Adobe Marketo in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Normative’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Normative’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Normative technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.