About us
byALLTHINGS was founded in 2016 by Anna F. Paulsen—Norwegian entrepreneur, author, and creative strategist. What began as a personal need for structure in the chaos of building businesses, quickly grew into a planner brand that has sold to customers in 17 countries.
At its core, byALLTHINGS is built on the belief that life gets better when you create space for what matters. Whether you're growing a company, juggling creative work, or simply trying to stay grounded in a busy world—being organized isn't about perfection. It's about clarity, intention, and making room for progress and pause.
The planner was originally designed by Anna to meet her own needs as a multi-company founder. She couldn’t find a tool that supported both practical productivity and real-life reflection—so she made one. And she’s used it every year since.
More than just a webshop or a productivity tool, byALLTHINGS is a mindset. A quiet rebellion against overwhelm, and an invitation to live more fully—with intention, momentum, and meaning.
We believe in checking in, not just checking off.
We believe reflection is power.
We believe in doing fewer things, better.
And above all—we believe the positive is always greater.
📍 Based in Norway | 🌍 Delivered globally
Founder / Creative Designer
anna@byallthings.com
"Because the positive is always greater!"
– Anna Paulsen
About Anna
Anna F. Paulsen is a serial entrepreneur and award-winning founder with over a decade of experience leading companies in publishing, education, media, and digital products. She started her first business at 23 and has since built a career marked by creativity, grit, and growth.
As the founder of Moxie Group; including byALLTHINGS, AW Magazine, and INIZIA, Anna is passionate about systems that support clarity—especially for women who lead. Her work blends structure with soul, and strategy with reflection.
She’s also the author of TÆL, a memoir about resilience and entrepreneurship, and is currently working on her next book in English: Create Your Era.
Through byALLTHINGS, Anna shares tools she’s used in her own journey—designed not just to get things done, but to do the right things well.
