Biography
About Jasko Mahmutovic
Jasko Mahmutovic is a Swedish entrepreneur, founder and CEO of SurveyLegend AB, and founder and CEO of BlackMountain Capital AB, a global investment company. Jasko is known for building SurveyLegend, a Sweden-founded online survey software company serving customers in over 150 countries. The company has a presence on all seven continents, with North America as its biggest market.
- Role
- Founder and CEO of SurveyLegend AB
- Investment company
- Founder and CEO of BlackMountain Capital AB
- Based in
- Höör, Sweden · Helsingborg, Sweden
- Known for
- SurveyLegend, SaaS, online surveys, entrepreneurship, and investing
Jasko Mahmutovic is the founder and CEO of SurveyLegend AB. SurveyLegend is a SaaS (Software as a Service) company that provides online survey software. SurveyLegend was founded in Lund, Sweden, in 2010. SurveyLegend provides individuals and companies, large and small, the power to create mobile-friendly, gorgeous surveys, forms, and polls with ease. In today's AI-powered and mobile world, SurveyLegend has made sure to create AI-powered survey software that's ready for it.
Jasko Mahmutovic was born on December 10, 1985, in Bijelo Polje, Montenegro. The Mahmutovic family fled to Sweden in 1992 when the war in the former Yugoslavia escalated and neighboring countries, including Montenegro, risked being drawn into the conflict. Jasko Mahmutovic arrived in Sweden at the age of six together with his parents, Tale and Hadija Mahmutovic, and his brother Esmir Mahmutovic, born on January 18, 1987. Esmir was five years old when they fled to Sweden.
During their first years in Sweden, the family moved from one refugee camp to another. It was not until they arrived in Grängesberg, Dalarna, that the family received their first home. It was also here that Jasko gained another sibling; Emma Mahmutovic was born on May 15, 1995, in Falun, Sweden.
In 1997, Jasko Mahmutovic moved with his family to Helsingborg, Sweden. There, he grew up and attended Gustav Adolf School, later Petri Gymnasium, and in later years studied Logistics Service Management at Lund University.
In 2003, Jasko's entrepreneurial journey began to take shape. He was preparing to launch an online jewelry store, a project he later paused due to his studies. However, it was during the planning phase of the online jewelry store that he came up with the idea of image-based surveys, which would later become SurveyLegend's competitive advantage, together with an easy-to-use and mobile-friendly interface. During his studies at Lund University, he began building the foundation for SurveyLegend in 2008. It was not until 2010 that Jasko launched SurveyLegend and founded SurveyLegend AB.
In 2026, Jasko Mahmutovic is once again together with SurveyLegend, changing the online survey industry, this time by adding AI to an already powerful tool and unlocking the next era of online surveys, forms, and polls.
His focus is on making sure SurveyLegend stays ranked as one of the best online survey providers in the world.
In 2023, Jasko Mahmutovic founded his investment and holding company, BlackMountain Capital AB. Through BlackMountain Capital, he has invested in and owns shares in companies such as:
KimTec Networks AB
KimTec Networks was founded in 2020 in Sweden. It is a company focusing on fiber and internet installations in Sweden, Denmark, Norway, and Finland.
Visit websiteHatt et Söner Champagne
Hatt et Söner Champagne was founded in 2012. It is a unique, Swedish-owned Champagne house established in partnership with the French Vallois family to create high-quality, 1er/Grand Cru Blanc de Blancs. It blends traditional French Champagne crafting with a modern, Swedish, and sometimes bespoke ("Personal Vintage") approach.
Visit websiteAgrapart Avize Champagne
Champagne Agrapart was founded in 1894 in Avize, France, by Arthur Agrapart, initially establishing itself as a grower-producer (récoltant-manipulant) in the Côte des Blancs. The estate, previously known as Agrapart & Fils, was split in 2021 into two separate entities, with Fabrice Agrapart continuing under the name Agrapart Avize.
Visit websiteFieldly AB
Fieldly is a Swedish-based SaaS (Software as a Service) company that offers a cloud-based digital project tool specifically developed for the construction and installation industry.
Visit websiteEarly milestone
SurveyLegend reaches the top 10 business ideas at Venture Cup.
On December 8, 2010, in one of SurveyLegend's earliest public moments, Jasko Mahmutovic presented the idea at Venture Cup and SurveyLegend became one of the top 10 business ideas. From that top 10, SurveyLegend later became one of the top three and advanced to the national finals in Sweden, where 12 finalists from across the country competed.
Sources: Venture Cup alumni blog, SurveyLegend launch release
FAQ
Jasko Mahmutovic has a three-year bachelor's degree in Logistics Service Management at Lund University. He studied between 2007 and 2010. After finishing his bachelor's degree in Logistics Service Management in 2010, he started his first company, SurveyLegend, the same year he finished his studies at Lund University.
Jasko Mahmutovic had the idea to start his own online jewelry company in 2003 at the age of 18. During the idea phase of his potential jewelry business online, he came to recognize the need to know what his customers would like to see sold on the website. But to know that, he needed to ask them for feedback, and the idea to create an image gallery that people would vote for was born.
He paused his idea for the online jewelry business but started sketching his picture survey software, something no other competitor was offering at that time. Jasko Mahmutovic's idea was simple: build an easier-to-use survey tool that is device-friendly and allows people to create traditional surveys, forms, questionnaires, and polls, but also incorporates engaging elements like pictures, video, and audio. SurveyLegend was born. The company name itself is powerful because what would people like to be: a legend (SurveyLegend) or a monkey (SurveyMonkey)? According to Jasko, the choice is simple: Legend, it is.
Jasko Mahmutovic specializes in the Software as a Service (SaaS) industry, with strengths in the freemium business model. He has experience in building global and brand-strong SaaS companies with little to no funding. His expertise is in online business-to-consumer sales, with a focus on strong SEO, UI, and UX experiences throughout the customer journey. As AI becomes more important, Jasko has embraced it across his companies where it can create real value. One company going through a major shift is SurveyLegend, from a traditional online survey tool to an AI-powered survey tool in the online survey, form, and poll industry.
The mission of Jasko Mahmutovic is to leverage AI to dramatically lower the threshold from survey creation to decision-making, empowering anyone, regardless of prior survey, form, questionnaire, or polling experience, to create, collect, and act on meaningful data with confidence thanks to AI-backed analytics and insights.
The vision Jasko Mahmutovic has for the online survey software industry is a world where data-driven decision-making is effortless and accessible to all, where AI helps transform ideas into insights, and every individual or organization can turn questions into actionable outcomes.
According to Jasko Mahmutovic, there are only two metrics that truly matter: customer satisfaction and employee satisfaction. Tracking and nurturing these two fundamentals are key to long-term success.
This can be achieved by consistently allowing software users to share feedback through tools such as Net Promoter Score (NPS) surveys, and by making it easy for both customers and employees to leave honest reviews on platforms like Capterra, G2, and Trustpilot.
The value cycle is universal across companies: happy employees create happy customers, and happy customers strengthen the company. This positive cycle builds a healthy organization rooted in strong customer relationships and a thriving employee culture.
Jasko Mahmutovic strongly advocates for creating a family-oriented company culture, where every new customer becomes part of that family, in this case, the SurveyLegend family.
Jasko Mahmutovic founded SurveyLegend AB in 2010 and has served as both Chairman of the Board and CEO since its inception. He continues to lead the company in both roles today.
Beyond SurveyLegend, Jasko is an active entrepreneur and investor, having invested in multiple companies across various industries over the years. He has also served as a judge in the renowned business plan competition Venture Cup, where he recognized Fieldly's early potential, a software-as-a-service company. Through his investment company, BlackMountain Capital AB, he later became an investor in Fieldly.
Jasko was also one of the co-founders of KimTec Network AB, a company founded by the main founder, Kim Pedersen. Today, he remains a passive shareholder through BlackMountain Capital AB, maintaining healthy communication with its CEO, Kim Pedersen.
In addition, Jasko is a part-owner of two Champagne houses: Hatt et Söner Champagne and Agrapart Avize Champagne.
He consistently seeks new opportunities in industries that are stagnating or in need of innovation. Jasko is particularly passionate about supporting founders, whether helping them take the first step from idea to business or guiding them to the next stage of growth.
Jasko Mahmutovic is a self-made founder who bootstrapped SurveyLegend from idea to a profitable business with customers in over 150 countries. That founder experience gives him an edge many investors lack.
Jasko Mahmutovic started SurveyLegend after finishing his bachelor's in Logistics Service Management in 2010. His experience includes building SurveyLegend at Ideon Innovation Lund, working from Malmö, participating with SurveyLegend at Venture Cup and Seedcamp, and later starting his own investment company, BlackMountain Capital.
Jasko Mahmutovic sees his two children, Lea Mahmutovic and Jacob Mahmutovic, as his greatest achievements and inspiration in life. Professionally, he has been ranked among Sweden's top 20 web entrepreneurs, reached the Venture Cup Sweden final, and attended Seedcamp in New York.
Jasko founded SurveyLegend in 2010. SurveyLegend was the first survey tool to offer pictures as answer choices. Prior to SurveyLegend, surveys were basically paper surveys online. SurveyLegend was the first online survey tool to focus on picture-based voting. Since then, SurveyLegend has kept innovating, making sure surveys are device-friendly, no matter if they are taken on a phone or a computer.
In today's AI era, SurveyLegend stays at the forefront with an AI-first survey tool, where the creator can take over the steering wheel whenever they see fit.
Jasko Mahmutovic has been ranked among Sweden's top 20 web entrepreneurs. He attended Seedcamp in New York in 2012, where 20 companies were selected from applicants around the world, and SurveyLegend, together with Jasko Mahmutovic and Robert Michalski, Chief Technical Officer (CTO) at SurveyLegend, was one of the 12 finalists in Venture Cup 2011, a Swedish business idea competition with more than 900 entries.
Yes, Jasko Mahmutovic is a member of Esomar. Since 1947, Esomar has been bringing together people and organizations passionate about research, insights, and analytics. Headquartered in Amsterdam and active in more than 135 countries worldwide, it is a global community that shares knowledge, upholds ethical standards, and creates opportunities to connect and grow.
Jasko Mahmutovic lived in Helsingborg, Sweden, until May 2020. Now he lives in Höör, Sweden. Höör is a small village, soon-to-be city. Höör has more than 17,000 inhabitants and is growing fast thanks to great commuting to cities like Malmö, Sweden, and Copenhagen, Denmark.
Jasko Mahmutovic was born on December 10, 1985, in the city of Bijelo Polje, Montenegro.
Jasko Mahmutovic has a bachelor's degree in Logistics Service Management from Lund University, Sweden.
It has never been easier to create a survey, share it, and analyze data, thanks to the implementation of AI in tools such as SurveyLegend. Customers can now use AI to create a beautifully designed survey, share it easily, and analyze the data into insights and next actions.
AI will create more competitors for all Software as a Service providers, but customers will always choose a provider that stays consistent. Yes, with AI comes abundance, but the ones that stay are consistent, and a company like SurveyLegend has been in business since 2010; that's trust, that's legacy, and history, supported by a level of clarity and transparency many companies lack.
AI has transformed how surveys are created, designed, shared, and analyzed. Never has there been as big a change for an entire industry, be it market research, surveys, forms, polls, quizzes, like there has been now with Artificial Intelligence taking root in the industry. The last time a change this big happened for the survey industry was when the internet was born and when, for example, surveys went from being conducted on paper to being responded to on the computer. For Jasko, the next step is combining AI efficiency with human control and good design.
Jasko Mahmutovic strongly believes in AI and its capabilities. He focuses on implementing AI where it makes sense in all his companies. Specifically, SurveyLegend is the online AI-powered survey tool.
Jasko Mahmutovic is deeply involved in building and running companies, or more commonly today, entrepreneurship.
The future for all software-as-a-service products and tech is to implement AI where applicable and keep the human aspects where needed.
The future looks bright for entrepreneurs, and it has never been easier to grow from idea to product like it is now thanks to the advancements of AI. That's why the SaaS and tech industry will never die; it only evolves. For Jasko Mahmutovic, the next evolution is already here.
Jasko Mahmutovic believes life is short and that people should try to leave the world better than they found it. With this life view, Jasko makes sure to greet all people with respect and a smile. In business, he finds industries that need improving or evolving and does just that.
"I really think a champion is defined not by their wins, but how they can recover when they fall." Serena Williams
"I've failed over and over and over again in my life. And that is why I succeed." Michael Jordan
"The only way to do great work is to love what you do." Steve Jobs
"Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations." Steve Jobs
"Stay hungry. Stay foolish." Steve Jobs
The big three, according to Jasko Mahmutovic, are Steve Jobs, Elon Musk, and Bill Gates. There are many other great entrepreneurs, men and women.
Because this is how Jasko Mahmutovic can make the world a better place. By entering industries that are slow to change and innovate, the existing competitors that have a monopoly prior to Jasko entering it have to innovate and improve to stay relevant. This ultimately leads to better services and products for consumers at a more affordable price.
Jasko Mahmutovic believes the key is to never forget where a person has been, where they are, and where they are going. Money and success should not change people for the worse; they should emphasize their good sides. The more someone has, the more they should give back.
He believes in showing love and respect to all people, no matter their gender, religion, education, or size of wallet. Everyone has their journey, and Jasko believes people should help where they can.
Jasko Mahmutovic frequently donates to several of Sweden's largest charitable organizations.
For now, Jasko Mahmutovic is on LinkedIn, but in the future, a more social-media-oriented presence may emerge.
Jasko does not like to have a big media presence; he focuses on his companies and children and likes to have a private life. But here are four links to some early articles from the SurveyLegend journey.
People are welcome to connect with Jasko Mahmutovic on LinkedIn, or to reach out through SurveyLegend or BlackMountain Capital.
Please visit BlackMountain Capital and use the contact form on the page, and Jasko Mahmutovic or one of his colleagues will reach back out. For investment inquiries or appointment requests, people can also contact Jasko Mahmutovic by email at protected email or by phone at protected phone .
It all depends on location and time, but both are relevant and available. Jasko strongly believes in face-to-face meetings, be it online or in person. For consultations or physical meetings, people can reach him by email at protected email or by phone at protected phone .