The concept and idea behind Goava was conceived by Jonas Ehne. He found that B2B salespeople weren’t enlightened, in the sense that they didn’t know much about the company they contacted. It was also ineffective and time consuming to do your own research. The goal became to help companies to save time, and started developing a tool to achieve this. After joining forces with Henrik Stridsberg, Carl Hall and Johan Rogebrant Goava was then founded in Stockholm in late 2016.