Meet the Team

Peter Dahlberg has kept and bred reptiles for more than forty years. Like many, his first snake was a garter snake, and that early curiosity soon developed into a lifelong involvement with herpetology. Over the years, he has worked with a wide range of species, with colubrids and boas remaining central interests. Today, his main projects include breeding Amazon Basin emerald tree boas (Corallus batesii) and developing stable, reproducible genetic lines of aberrant Arizona mountain kingsnakes (Lampropeltis pyromelana).

Beyond the reptile room, Peter has founded and led several animal-related businesses. In the 1990s, he launched the Nordic region's first online pet store, and two decades later he founded one of Europe's leading providers of advanced veterinary care. He holds a Master of Laws (LLM) and a Master of Science in Business Administration (MSc).

Through TruGenix, Peter brings together his entrepreneurial background and decades of experience in herpetology. The platform was developed to address practical challenges in his own long-term breeding projects, including structured record-keeping and more reliable methods of determining and documenting sex. It provides structured tools and reliable information for managing collections and tracking lineage over time.

Peter believes that long-term breeding work benefits from structure, genetic awareness and continuity across generations. He sees well-managed captive propagation as a means of sustaining genetically diverse populations in captivity, which may serve as a reservoir for species under pressure in the wild.

Kellie Dahlberg comes from a background of helping consumer-facing digital businesses grow and operate more effectively, a path that eventually led from working with scaling companies to working with scaled animals. She holds a Master of Science in Predictive Analytics and a Bachelor of Science in Accounting, a technical foundation core to her data-driven approach.

Across every role, her focus has remained consistent in understanding the person on the other side of the screen, solving real problems, and building systems that are intuitive, efficient, and reliable. Kellie thrives on applying best practices to digital environments, using technology as a bridge rather than a barrier. Thoughtful user experience, strong service design, and operational excellence are central to her approach.

At TruGenix, Kellie applies this systems-thinking to make genetic testing clear, accessible, and actionable for the community. She focuses on the platform's usability, ensuring the complex science of the lab is met with a seamless digital experience. Her goal is for keepers and breeders to feel informed and empowered, from their first shed sample to their most thoughtfully planned breeding projects.

From human dating to reptile mating, Kellie has long been fascinated by how individuals pair up. Having spent years navigating the complexities of human compatibility, she decided to help streamline reptilian romance instead. In Kellie's world, if you can't prove your recessive traits or provide a documented history of your sheds, you're simply not getting a second date. She is an aspiring herpetologist, one who entered the hobby deliberately, with deep respect for the animals and the people who care for them.

Hanif Bali has spent much of his life navigating complex systems, including twelve years as a member of the Swedish Parliament. He studied at Uppsala University and, prior to national politics, worked as a programmer and web developer. He currently hosts a popular Swedish podcast and maintains a deep, hands-on interest in the technical architecture behind digital platforms.

Across his work, Hanif has been driven by a curiosity about how data flows, how systems connect, and how structure determines outcome. He enjoys working across the stack to build tools that are not only technically sound, but genuinely useful in everyday practice.

At TruGenix, Hanif focuses on the technology that keeps the platform responsive, reliable, and easy to use. He works hands-on with the product, refining features, improving integrations, and making sure that the science behind the scenes is matched by clarity on the surface. Beyond the code, his familiarity with political and regulatory processes provides perspective as animal husbandry and documentation standards continue to evolve across the EU.

Hanif approaches the reptile world with a characteristic intensity, immersing himself in how it works and building tools that support the people within it. He believes technology should feel straightforward and dependable, even when the science behind it is complex. Whether refining a feature or following regulatory shifts in nomenclature and classification, he is focused on making TruGenix practical, adaptable, and useful for the people who rely on it.