liina vahtras to lead the estonian e-Residency programme
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The Estonian e-Residency programme welcomes its new Managing Director – Liina Vahtras – whose background includes extensive experience in strategic communication, e-governance and startups. She will take office on 5 June 2023.
Liina Vahtras holds a master's degree in e-governance technologies and services from Tallinn University of Technology (TalTech) and comes with invaluable experience from working in both the public and private sector, with a focus on information and financial technology. Most recently, Vahtras was responsible for developing growth strategies at Estonian tech companies Pipedrive and Tuum. From 2015 to 2017, she served as an advisor to Prime Minister Taavi Rõivas, focusing on strategic issues and e-governance. Prior to that, Vahtras led the marketing and communications team at Nortal, the largest software development company in the Baltics. From 2007 to 2010, she managed the public relations of the Estonian Reform Party and worked as an advisor to Prime Minister Andrus Ansip. She is not a member of any political party.
According to Liina Vahtras, the decision to accept this position was motivated by her desire to make the most of her prior startup experience with innovative technologies by further developing the unique value proposition offered by e-Estonia. "I have been a fan of the e-Residency programme since its inception because I have seen its practical benefits, not only for Estonia but also for entrepreneurs," explained Vahtras, excited to take up this new position. "Estonia is still ahead of the curve in terms of providing a virtual and secure business environment. In the context of simplifying business ownership, our country-as-service approach remains unique in the world. What is more, the size and geographical scope of the e-resident community will enable data-driven product development. Throughout my career, I have always been a passionate proponent of customer-oriented thinking and I want to offer practical solutions to problems faced by international entrepreneurs," added Vahtras.
<em>Liina Vahtras, the new Managing Director of the Estonian e-Residency programme</em>Throughout my career, I have always been a passionate proponent of customer-oriented thinking and I want to offer practical solutions to problems faced by international entrepreneurs.
The new Managing Director was chosen via public competition organised by the Estonian Ministry of Economic Affairs and Communications together with the Estonian Business and Innovation Agency. With the approval of the e-Residency Advisory Board, Liina Vahtras will take office on 5 June 2023 to further enhance the programme’s economic impact which is expected to reach 100 million euros per annum by the end of 2025, as laid down in the programme’s strategy for 2022-2025.
Taavi Kotka, Chair of e-Residency's Advisory BoardLiina Vahtras has a strong vision for e-Residency’s future and comes with custom-made experience, having worked in the public and private sector.
According to Taavi Kotka, one of the programme’s initiators who now serves as the chair of its Advisory Board, the new Managing Director was selected unanimously from a pool of strong candidates to deliver the programme’s ambitious objectives. "The tax revenue generated by the e-Residency programme continues to grow annually – this should be seen as export, not as shifting money from one pocket to another. At this stage, new challenges lie ahead in evolving e-Residency to a new level, while also mitigating risks. Liina Vahtras has a strong vision for e-Residency’s future and comes with custom-made experience, having worked in the public and private sector. We believe that the programme is in capable hands and is sure to achieve the ambitious goals set for the next period," commented Kotka.
Sandra Särav, Deputy Secretary General for Business and Consumer Environment at the Estonian Ministry of Economic Affairs and CommunicationsThe programme has emerged as a unique calling card for Estonia's open business environment, but it is time to take the user experience to a new level.
"Over the years, this successful government project has matured, becoming more secure and gaining popularity all over the world. The programme has emerged as a unique calling card for Estonia's open business environment, but it is time to take the user experience to a new level, and the new leadership will have to break new ground in the context of ever-intensifying global competition. We are delighted that Liina Vahtras has accepted this challenging and demanding task," said Sandra Särav, Deputy Secretary General for Business and Consumer Environment at the Estonian Ministry of Economic Affairs and Communications.