Coffee break with Åsa Zimmerman
On leadership, growth, and the future of localisation
We sat down for a quick coffee with Åsa Zimmerman, Plint’s CEO, to chat about leadership, the evolution of localisation, and what the future holds for the industry. From her early days as Plint’s first project manager to leading a global company, Åsa has seen it all. Here’s what she had to say.
1. Hello Åsa! You’ve been with Plint since the early days. What has changed the most in the industry since you started?
The speed of everything! When I first started, we were still receiving master files on VHS tapes, and localisation workflows were slow and manual. Today, automation, AI, and cloud-based solutions have completely transformed the way we work. But one thing remains the same—great localisation still depends on human expertise. And we’re all about people.
2. Plint is known for its fairness culture. How do you ensure that stays a core part of the company as it grows?
It’s a mindset. We use what I call the “Plint filter”, which means that when making a decision, we always ask ourselves: Is this fair? Is it sustainable? Are we setting our freelancers, clients, and employees up for success? We never compromise on our values.
3. Everybody’s talking AI these days, what’s your take on AI-driven solutions?
AI is fundamentally reshaping localisation, and yet we have only seen an embryo of what it can do. At this stage, smart and well-orchestrated hybrid workflows is what does the trick. In the hands of human experts it renders fantastic cost- and time-efficient quality localisation, and I’m very proud of our team at Plint.
4. What excites you the most about the future of Plint?
I love that we are always evolving. We pride ourselves to be the friendly and daring language and technology company, constantly challenging ourselves and the world around us. Right now, I’m quite excited about the progression in Access Services, as the European Accessibility Act is a big step forward. I’m truly passionate about inclusion and diversity, and giving more people access to inclusive localisation. We want to help companies understand these new requirements and make their content reach greater audiences.
5. Finally, what’s the best piece of advice you’ve ever received?
Oh, I constantly learn so much from all the inspiring people around me. But perhaps, to listen more than you speak? Whether it’s clients, employees, or freelancers—truly understanding different perspectives is one of the most important things for building a successful company, in my opinion. And, of course, always ask lots of questions!
Also, as a woman in leadership, I think it’s so important that we support each other and make room for more diverse voices at the table. The industry is changing, but there’s still a lot of work to do. Seeing more women step into leadership roles is something I’m really passionate about.
Check out this great piece on women-led companies in the language industry: Nimdzi’s International Women’s Day 2025
