Intangible assets are gaining market share in forest management and the economy. These solutions can be related to achieving carbon neutrality and creating services that incumbent forest companies do not provide.Incumbent companies may see the market changes and react to those. However, to avoid losing the market-leading position, incumbent companies can use disruptive innovation theory as a framework to evaluate the possible disruption. Moreover, the interviews and document analyses supported the framework usage in service innovation.Industry 4.0 has changed forest management with BigData and artificial intelligence technology and changed service management. Forests can be scanned with machines; for example, carbon sequestration can be calculated based on data and create a service for less-demand customers and niche markets. Intangible innovations have a field to serve these low-end consumers, and there is a potential for these markets to grow exceedingly and attract the main customers.