Hedia Names Rasmus Kofoed CEO, Replacing Lars Christian Lund on December 1, 2025 — A New Chapter for Diabetes Tech

On December 1, 2025, Hedia announced that Rasmus Kofoed will take over as chief executive officer, succeeding Lars Christian Lund. The appointment, disclosed in a company statement at 08:00 UTC, marks the first change in the firm’s top job since its early growth phase.

Hedia, the Copenhagen-based maker of a diabetes self-management application, framed the leadership shift as part of a deliberate move to accelerate commercial expansion. Company officials said Kofoed’s profile fits a new phase: scaling sales, deepening partnerships with clinics and payers, and broadening the product’s footprint outside its core markets.

Why this matters now

The timing is significant. Digital diabetes tools have matured from novelty to mainstream options over the past five years. Regulators in Europe and elsewhere have clarified pathways for clinical validation and reimbursement. That transition raises different demands for a company: technology that meets clinical standards, a go‑to‑market engine, and the ability to manage relationships with healthcare organizations.

Change at the top often signals a shift in priorities. Hedia’s move suggests the board sees the next stage as commercial rather than purely product development. For investors, partners and customers, leadership with prior experience scaling medical software and navigating health systems is a reassuring sign. For staff and early supporters, it marks the end of one chapter and the start of another.

What the company says

In its announcement, Hedia emphasized Kofoed’s strengths in driving growth and establishing commercial partnerships. The company described the handover as a planned succession, designed to match leadership skills to strategic needs. Lars Christian Lund, who has led the company through its formative stages, will step down as CEO; the statement thanked him for his role in building the product and early market traction.

That language is familiar in startup life‑cycle transitions. Founders and early CEOs are often best suited to product creation and initial fund‑raising. Later, boards frequently seek leaders who can turn validated products into sustainable businesses. Hedia’s announcement follows that pattern.

Who is Rasmus Kofoed — and what will he be asked to do?

Hedia described Kofoed as an executive with experience in digital health and commercial leadership. While the company did not disclose every detail of his prior roles in the initial release, it positioned him as someone who can lead negotiations with healthcare providers, oversee regulatory and reimbursement strategies, and build out sales and customer success teams.

Those are sensible priorities. If Hedia intends to expand beyond direct consumer sales into partnerships with clinics, health systems or insurance programs, it will need leaders who speak the language of procurement and health technology assessment. That shift requires different metrics and discipline: longer sales cycles, contract management, data governance, and robust evidence of clinical and economic benefit.

Opportunities and challenges ahead

Hedia sits in a crowded and growing field. Apps and connected devices for diabetes management have attracted startups, big tech companies and established medical device makers. The promise is real: better glucose control, fewer hypoglycemic events, and lower long‑term costs for health systems. But turning that promise into paid contracts is hard.

First, clinical validation matters. Payers and clinicians want randomized trials or strong real‑world evidence that a digital tool improves outcomes or reduces costs. Second, integration with electronic health records and clinical workflows is often a technical and commercial hurdle. Third, demonstrating data security and compliance across multiple jurisdictions is essential.

Kofoed will need to prioritize these areas. He will also face the dual task of protecting the product’s user experience while adding the enterprise features that hospitals and insurers expect. That tradeoff is delicate; heavy enterprise features can alienate consumers, while a consumer‑centric app may not meet institutional buyers’ requirements.

Market context: why boards replace CEOs

Investor and board decisions to change CEOs are rarely personal. They are typically strategic. A different stage of company development demands different skills. Early leaders are often product builders and fundraisers. Later leaders must be operators, negotiators and builders of recurring revenue engines.

For Hedia, the implied goal is scale. The market for digital diabetes tools offers several paths: direct consumer subscriptions, employer wellness programs, integration with device manufacturers, or reimbursement through health systems. Each path brings a different timeline and margin profile. Choosing a primary route early can help focus resources.

What to watch next

Investors and partners will now watch for three concrete moves from Kofoed:

1. A tightened commercial plan: a clearer description of target markets, pricing, and sales milestones.
2. Evidence and integration: announcements of clinical studies, regulatory steps, or integrations with electronic medical records.
3. Team changes and hires: moves to build enterprise sales, regulatory affairs, and customer success functions.

Those are the actions that will reveal whether the leadership change is cosmetic or a real strategic pivot. Early signals will likely appear in the form of new partnerships and pilot contracts with clinics or insurers.

Bottom line

Hedia’s naming of Rasmus Kofoed as CEO on December 1, 2025 stands as a common but meaningful moment for a health‑tech company. It reflects a shift from founding and product development toward scaling and commercialization. The change is logical given the broader maturity of digital diabetes tools, but the path ahead is not easy.

If Kofoed can secure the right partnerships, win payer acceptance and preserve the user experience that patients value, Hedia could move from a promising startup to a durable player in diabetes care. If not, the leadership change will be only the first of several tests the company faces in a competitive market.