Dattaca Labs works with government entities, local and multi-national companies, and entrepreneurs to create innovative services and technologies across a wide range of industries, leveraging the personal data economy. Our goal is to attract a wide range of companies and entrepreneurs to Iceland to develop innovative solutions in the health tech, fin tech, telecommunications, and IoT spaces.

Iceland was selected as the location for the living lab initiative because it is an exceptionally privacy-aware, tech-savvy, and forward-looking nation, and its technology hub is viewed as an ideal incubator environment for businesses looking to test new products and ideas.


Freyr established Dattaca labs with his Co-founder, Bala Kamallakharan. He has worked in business development, marketing, and management positions. He previously served as innovation manager at Vodafone IS, where he was responsible for creating new revenue streams, both within the Vodafone group and through new third-party partnerships. Prior to that he founded an eMarketing company and served as CMO for the startup, Remake Electric, where he also served on the company's board. Freyr was part of the founding team of Cleantech Iceland, which now operates under the umbrella of Iceland's Federations of Industry.

Freyr holds a B.Sc. degree in marketing, with a minor in management, from the University of Akureyri in Iceland. Freyr has IPMA D level certifications in project management. He is currently working towards a master's degree in innovation and business development at the University of Iceland, and expects to graduate in 2018.


Bala Kamallakharan is the Founder and CEO of Startup Iceland, a grassroots initiative aimed at building a sustainable startup ecosystems in Iceland. He has served as an executive board member for Guide to Iceland and TravelShift. Over the years, Bala has invested, mentored, and served as Chairman of the Board at CLARA (Resonata), the Icelandic Community Analytics company, which was acquired by Jive Software in 2013. Bala has invested in various early stage ventures, including Buuteeq (acquired by Priceline.com), Mattermark, and Genome Compiler (acquired by Twist Biosciences).

Bala previously served on the executive team at Glitnir Bank, and worked on strategic initiatives for Fortune 500 companies with Cap Gemini in the U.S., formerly Ernst & Young Management Consulting. He earned a management degree from the Birla Institute of Technology and Science, Pilani, and holds master's degrees in Economics and Information Systems & Decision Science from Louisiana State University, Baton Rouge, USA.

June 6, 2017

Dattaca Labs launches living lab in Iceland in partnership with Digi.me

Read the press release

Dattaca Labs is a partner of digi.me, a UK technology firm founded by entrepreneur, Julian Ranger. Digi.me has developed a unique application technology that lets individual bring all of their data back in a secure personal library of their choice and do more with it. Digi.me never sees, touches, nor holds the data, ever.

Icelanders can be part of an exciting innovation in health care. Sign up to beta test a new version of digi.me that enables you to download a digital copy of important parts of your health records.

The digi.me app is free for iOS and Android.

the App