About Arfur

Technology in service of inheritance

An edtech startup from Norway: a cultural digital platform built on human-centered AI.

The name

Arfur is inspired by Old Norse arfr, meaning inheritance. We build technology that helps communities pass down what matters most — stories, languages, and cultural identity.

Why we started

Arfur grew out of a gap we kept seeing in multicultural, multilingual communities: bilingual folk tales that children could actually grow up with were hard to find. Existing translation tools solved only part of the problem, often through several clumsy steps, while meaning, nuance, and cultural context were the first casualties.

The problem

Children growing up between languages tend to lose the one spoken at home, and the family's stories go with it. The media built for them is mostly paid for with their attention: in one study of apps used by three- to five-year-olds, only one in five had no manipulative design features. And as AI learns from the world's stories and languages, the people who carry them are rarely the ones deciding how they are used.

Arfur is built as the opposite on all three counts: a heritage language kept in use, attention given back rather than taken, and stories told on the terms of the people they belong to. The research behind this, and its limits, is on the iOSE page.

The mission

Arfur builds technology designed to strengthen cultural roots in children and support meaningful, attentive experiences — starting with folktales and languages across the Nordic and Filipino cultural universes.

How it works

Nordic Tales, Filipino Tales, and future culture-specific universes share the same Norwegian-developed platform: human-verified cultural preservation supported by AI, combined with interactive bilingual storytelling.

The team

Arfur is led by three founders and supported by a growing network of cultural experts. The founders' backgrounds span economics, technology and clinical psychology, and each discipline shapes a different layer of the company: how it grows, how the platform is built, and how the human principles behind it are kept intact.

Jen D. Jacobsen

Chief Executive Officer

Economist by training. Sets the direction of the company and is responsible for strategy and growth.

Morten Jacobsen

Chief Technology Officer

Architect of the Arfur platform. Designed and built the technology that every Tales universe runs on, and leads its development.

Eskil Frydenberg

Chief Education Officer

Clinical psychologist. Developed the iOSE framework from clinical practice and anchors Arfur's approach to attention, identity and learning in it.

The nervous system

Arfur is built around the iOSE framework — a repeatable cycle of pause, presence, orient and next step, developed by our Chief Education Officer through long-standing clinical practice. It is the nervous system of the platform: it decides what plays, how a story is shared, how languages sit side by side, and what happens after the screen closes. It is a foundation for design choices, not a claim of clinical outcomes.

Read the framework in full

Arfur is an edtech startup developed under B17 Invest AS, based in Fredrikstad, Norway.

Our commitments

Data, privacy, and cultural stewardship

Privacy first

No ads, no dark patterns, no data selling. Personal data is handled under GDPR and the apps' databases are in the EU (Frankfurt); where a processor sits outside the EEA, for example the e-mail service and sign-in for Filipino Tales, the transfer is covered by EU standard contractual clauses or the EU-US Data Privacy Framework.

Read our privacy policy

Children's safety

Products designed for children are built with parental consent and child protection as design constraints, not afterthoughts.

Terms of use

Cultural stewardship

We work toward every story being verified and approved together with the communities that carry them — with named attribution and the right to say no. Some stories are already reviewed by people; the rest follow over time.

How collaboration works

Build with us.

Schools, communities, governments, and partners shape what Arfur becomes. We would like to hear from you.