how to reserve a business name in estonia

From the very start, entrepreneurs registering a business in Estonia are very lucky - thanks to the easy, digital and cost-effective company name reservation process

This guest post about how to reserve a business name in Estonia was written by Finevolution, a one-stop-shop for business scaling and a trusted Marketplace member.

Starting a business requires careful planning, and securing a company name is one of the most critical steps in the process. Entrepreneurs often invest heavily in branding, website development, and marketing materials, only to discover that their chosen name is already taken when they attempt to register the business. This setback forces them to start over, wasting valuable time and resources.

Previously, Estonia was no exception to this challenge. Business owners had to wait until they were ready for full registration before locking in a name, leaving them vulnerable to losing their preferred name at the last moment. This created uncertainty and unnecessary delays in branding efforts.

Estonia’s Game-Changing Solution: Name Reservation

To address this issue, Estonia introduced company name reservation on March 1, 2024. Now, individuals and legal entities can reserve a company name before officially registering or making changes in the Estonian Business Register. This move brings predictability and certainty to the business registration process, making Estonia an even more attractive destination for startups and foreign entrepreneurs.

For a fee of 150 euros, entrepreneurs can secure their desired company name for up to six months. This feature allows businesses to plan strategically, ensuring that their brand identity is well-established before they even begin formal operations.

Why This Matters for Entrepreneurs

This new regulation eliminates the risk of last-minute name unavailability and allows businesses to:

• Lock in Their Brand Identity Early: Entrepreneurs can confidently develop brand materials, secure a domain name, and establish their online presence.
• Ensure Compliance with Regulations: Estonia maintains strict rules for company names. They must not be misleading regarding the business's legal form, industry, or activities. Additionally, names must uphold moral standards and avoid references to state or local authorities. By reserving a name in advance, businesses can navigate these requirements with greater ease.
• Enhance Market Readiness: With the certainty of an approved name, businesses can move forward with marketing strategies, secure social media handles, and develop a cohesive brand identity before formal registration.
• Attract International Investors: Estonia's business-friendly ecosystem has long been a favorite among foreign entrepreneurs, particularly with its e-⁠Residency program. The ability to reserve a company name further enhances Estonia’s appeal by providing predictability and a streamlined process for international business owners.
• Growing Popularity of Business Registration in Estonia

More than 20% of entrepreneurs in 2024 have registered their companies in Estonia through the e-⁠Residency program. The appeal lies in the fact that business registration takes only up to three days and is fully online. With the added ability to reserve a company name online, Estonia solidifies its position as one of the most efficient jurisdictions for business registration.

This feature is the cherry on top for many entrepreneurs, making Estonia stand out among global business hubs. It allows them to secure a company name, finalize their branding, and prepare their digital presence before formal registration, ensuring a seamless and efficient business launch.

Reserve a business name: Estonia’s competitive edge

What sets Estonia apart is the combination of a long reservation period (six months) and a reasonable fee of 150 euros. Many other jurisdictions either charge higher fees or offer shorter reservation periods.

• United States: Many states in the U.S. allow name reservations for different durations. For example, a name can be reserved for 60 days in New York, whereas in Alabama, the period extends up to one year.
• Canada: Business names can be reserved at the federal level for up to 90 days.
• Australia: Entrepreneurs can reserve a name for two months with the option to extend for another two months.
• Singapore: Name reservations in Singapore last for 120 days, giving businesses ample time to complete registration.
• United Arab Emirates (UAE): Business names can be reserved for 60 to 120 days, depending on the free zone.

Furthermore, Estonia’s fully digital business registration system allows entrepreneurs to complete the entire process online, making it one of the most accessible and efficient business environments in the world.

How to Secure a Business Name in Estonia

The name reservation process is straightforward. Entrepreneurs simply need to:

1. Check Availability: Ensure the desired name does not conflict with existing Estonian trademarks or businesses.
2. Submit a Reservation Request: Apply online through the Estonian Business Register, paying the 150 euro fee for up to six months of exclusivity.
3. Develop Branding and Digital Assets: Once secured, entrepreneurs can confidently invest in branding, secure domains, and establish a social media presence. 
4. Proceed with Business Registration: When ready, the entrepreneur can officially register their business under the reserved name, ensuring a seamless transition into operational status.

Conclusion

Estonia continues to solidify its reputation as one of the most business-friendly countries in the world. Introducing company name reservations is another step in making the country a haven for startups and international entrepreneurs. This innovation reduces uncertainty and empowers business owners to build a strong foundation before they officially register.

When comparing name reservation in other jurisdictions, Estonia stands out with its longer reservation period, fully digital registration process, and highly competitive cost—making it an ideal destination for new business ventures.

Entrepreneurs registering a business in Estonia are indeed very lucky—they now have the tools to plan and execute their business strategy confidently and securely from day one.

Start your business in Estonia with Finevolution

We hope that you have found our article useful and practical. Now, let's introduce ourselves!

We are Finevolution, and we provide one-stop-shop services for business scaling. For over 7 years, we have helped entrepreneurs with business setup in the EU, USA, and Asia. We advise on international taxation, assist with choosing the best jurisdiction for business setup, and cover all issues with business functionality. In 2024, we launched our own Estonian company through e-⁠Residency, so we have more than theoretical knowledge on how to run a company with e-⁠Residency in 2 easy steps.