Meet Jan Appenzeller, Genc Shala, and Baton Shala – Co-founders of Visorway

Tell us more about Visorway.
Visorway is a Swiss startup building the first AI-native consultancy. We combine the expertise of the world’s best consultants with technology, transforming consulting itself into something scalable, intelligent, and accessible to all.

Please give some more details of your startup story: what was the “aha” moment that led to the idea for your startup?
The “aha” moment came when we realized that AI could do more than answer questions — it could think like a consultant. By observing how real experts solve problems, we saw a way to capture and scale their methods through AI. That insight became Visorway: an AI-native consultancy turning expertise into intelligent guidance.

So, what’s next for you — what’s a bold goal you’re chasing right now?
We’re preparing our pre-seed round and expanding pilot projects to prove that AI can deliver consulting-grade results at scale. Our bold goal is to make the Visorway Advisor a trusted digital consultant for every organization.

Which decision (big or small) had the most unexpected positive impact on your startup?
We started with a complex product — an AI agent for creating a professional private tender. Soon we realized its potential went far beyond that: the same approach could power consulting solutions across procurement and the entire organization. That insight reshaped our whole vision.

How did you build your team, and what helps you maintain your startup culture?
We built our team around complementary strengths — technology, consulting, and procurement — united by one belief: progress shouldn’t be reserved for the few. We keep our culture by staying hands-on, transparent, and curious. Every idea is tested, every voice counts, and learning always beats hierarchy.

If you could do it all over again, what would you do differently? What are your biggest learnings?
We’d start customer validation earlier. Building too long in isolation taught us that feedback shapes everything — from product to story. Our biggest learning: AI alone isn’t enough. Trust, structure, and real user context make the difference. Progress comes from momentum, not perfection.

Building a startup requires resilience. How do you stay focused during tough times?
We stay focused by returning to our purpose: making expert guidance accessible to all. Every challenge is proof that we’re building something that matters. We celebrate small wins, stay close as a team, and remind ourselves that resilience isn’t about never falling — it’s about learning faster each time we do.

One piece of advice for someone who is just starting out with their startup?
Don’t wait for perfect — start, test, and learn fast. Talk to users early, treat feedback as gold, and stay obsessed with the problem, not your first solution. Surround yourself with people who believe in your mission. Progress is built on momentum, not perfection.

What’s your outlook on the future of the Swiss startup scene, and how can it compete internationally?
Switzerland’s strength lies in quality, trust, and deep expertise — perfect foundations for global impact. To compete internationally, we must pair that precision with bold storytelling, faster execution, and stronger collaboration. The next wave of Swiss startups will win by scaling trust as much as technology.

What value do you see in being part of the Swiss Startup Association (personally and professionally)?
It’s a community that shares both ambition and honesty. Personally, it’s inspiring to connect with founders facing similar challenges. Professionally, it provides visibility, credibility, and access to an ecosystem that champions innovation — reminding us that Swiss startups can think global from day one.

Is there anything else you would like to share with us/the community?
Our mission at Visorway is to make trusted expertise scalable and accessible to all. We’re always open to collaborations, feedback, and partnerships that share this vision: making consulting not a privilege, but a capability for everyone.

Follow Jan, Genc, and Baton on LinkedIn!

About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.