1. October 2023

Obituary: We bid farewell to our founder, Peter “SAM” Samuelsen

novomind AG is deeply saddened by the passing of its founder and long-standing CEO, Peter “SAM” Samuelsen, who died on 22 September 2023 after a serious illness. We bid farewell to an exceptional entrepreneur, colleague and friend.

SAM founded novomind in 2000, at the height of the so-called “New Market”. His visionary idea – far ahead of its time – was the commercial use of chatbots based on artificial intelligence on the internet. He had always been fascinated by the possibilities of digital communication for personal and commercial use. When the company was founded, he established a second pillar – the development of e-commerce systems – which was also unique and visionary at the time.

Under SAM’s leadership for 22 years, and inspired by his farsightedness, outstanding entrepreneurial spirit and high level of personal commitment, novomind became a successful international company with more than 600 employees.

At the heart of SAM’s entrepreneurship was the ability and courage to seize opportunities and turn them into value-added business relationships, software products and solutions. This has resulted in many long-term customer relationships with market-leading companies and organisations – always characterised by reliable and fair dealings. This down-to-earth, Hanseatic attitude, characterised by the clear principles and values of an owner-managed, independent company is what he has firmly anchored in novomind and has ensured sustainable success, even in times of economic crisis.

In recognition of his outstanding entrepreneurial achievements in the SME sector, SAM was named “Entrepreneur Of The Year 2013” by EY, the renowned auditing and consulting firm. He has also received regular recognition at the annual “novoinsight” event, where both the current German Finance Minister and the former Mayor of the Free and Hanseatic City of Hamburg and current German Chancellor have been guest speakers. However, SAM has never lost sight of others and has always considered social responsibility and commitment to be an integral part of his business.

With the establishment of novomind MEA in Dubai in 2018, SAM began the successful international expansion of novomind. In 2019, he began his succession plan by expanding the novomind Management Board and finally handed over the helm to the current CEO on 1 January 2022.

Personally, SAM was a great role model for his employees. His team spirit, his positive outlook on life, his developer creativity and his ‘just do it’ mentality were the key to success. In this way, he inspired, motivated and empowered many people within and outside novomind, while at the same time never forgetting that work and social interaction should also be fun. In 2014, he finally gave the novomind team a real home when he purchased the “BC45” property, the current novomind headquarters in Hamburg. A hands-on CEO who has always kept the novomind team close to his heart.

With the passing of Peter “SAM” Samuelsen, we have lost an exceptional person, mentor, colleague and friend, whom we will miss every day. Our thoughts and sincere condolences go out to his family at this difficult time.

We are very sad.

On behalf of novomind AG

The Management Board and the Supervisory Board

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