Transforming industrial procurement

About Cronvall

Companies in manufacturing, construction, and industrial & property maintenance purchase hundreds of billions of materials and products annually in Europe.

Due to poor flow of information between subcontractors, poor planning or unexpected break downs, some of these purchases are urgent, on-demand needs—where needed products must arrive within days, or else projects stall and productivity suffers.

This creates a high-stakes, high-friction procurement challenge:

• Buyers scramble to find the right products, navigating inconsistent naming conventions and fragmented supplier information.
• They waste time sending out RFQs, manually checking availability and pricing across multiple suppliers.
• Suppliers—ranging from wholesalers to OEMs—are flooded with inbound inquiries, forcing them to handle pricing, availability checks, and order confirmations manually. This leads to errors, delays, and lost sales.

Cronvall’ mission is to eliminate this friction -make it easy to buy & sell industrial products.

The Story Behind Cronvall

Cronvall wasn’t born out of theory—it was built from first-hand experience at the intersection of technology and deep industrial insight.

Our founder, Walter Masalin, he had a front-row seat to this reality through their family business in Finland, a traditional wholesale supplier of industrial products. He saw the inefficiencies first-hand—the manual processes, the fragmented supply chains, the constant pressure to meet urgent customer needs with limited digital tools.

He knew there was an opportunity. But unlike most who would see industrial procurement a slow-moving space, he saw it for what it really was: a €900B+ market screaming for a digital-first approach.

In 2022, he made the move few would—leaving behind the world of venture capital to go all-in on Cronvall. It was a bet on building something bigger—combining cutting-edge digital platform expertise with deep sector knowledge to solve a problem that had been overlooked for too long.

The Cronvall Solution

Cronvall is a two-sided digital platform designed for speed, certainty, and transparency in industrial procurement:

1. A cutting-edge buyer experience
   1. A lightning-fast and intuitive interface that makes finding and purchasing materials effortless.
   2. Seamless omnichannel transactions—instant checkout, phone-assisted orders, and email-based RFQs.
   3. Full visibility into stock levels, lead times, and pricing across multiple suppliers.
2. A continuously updating supplier intelligence engine
   1. A proprietary supplier orchestration system that dynamically evaluates supplier stock levels, fulfillment speeds, and prices.
   2. Automated ingestion of supplier data via direct integrations, manual uploads, and web-scraping where needed.
   3. AI-powered matching and optimization—suggesting alternative suppliers, bundling orders, and offering smart substitutions based on quantity, location, and urgency.

For buyers, Cronvall turns stressful, time-sensitive sourcing into a seamless, real-time experience. For suppliers, we provide a turnkey solution to digitize their inventory and maximize sales efficiency.

Cronvall is not just digitizing procurement. We’re making real-time, intelligent supply chain orchestration a reality.

For years, industrial procurement has been treated as a back-office function—inefficient, fragmented, and overlooked. We see it differently: this is one of the last massive markets to be reshaped by software and automation, and we are leading that transformation.

This is the new era of industrial procurement. And Cronvall is building it.

The Team Behind Cronvall

Walter Masalin leads Cronvall with a unique blend of deep-tech expertise, venture-scale execution, and direct industry experience. Having built and backed companies across Europe, the US, China, and India, he brings a global playbook to an industry that has traditionally lagged in innovation.

Alongside him is an experienced team of engineers, product leaders, and industry veterans who understand both the complexity of industrial supply chains and the power of AI-driven software solutions.