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Want to level up your LinkedIn game? We analyzed Estonia's top C-level executives (using ChatGPT) to identify the leaders who are truly mastering the platform.
These nine executives represent Estonia's thriving tech ecosystem, from unicorns like Bolt and Wise to innovative startups reshaping their industries.
Whether you're looking to refine your content strategy, or simply get inspired, this list offers real examples worth studying.
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Karoli Hindriks – CEO, Jobbatical
Karoli Hindriks has never been one to accept the status quo.
She filed her first patent at the age of sixteen when she invented a soft pedestrian reflector to keep people safe on the roads.
This early success proved she could solve real-world problems.
Later in life, she faced a different kind of barrier. Hindriks grew frustrated with the endless paperwork required to hire international talent.
She realized that while talent is universal, opportunity is restricted by borders.
This friction led her to found Jobbatical.
Who Should Follow Karoli Hindriks?
- HR directors managing global teams.
- Founders interested in borderless hiring.
- Advocates for immigration policy reform.
About Jobbatical
Jobbatical handles the difficult parts of employee relocation.
The platform manages visas and work permits for companies that need to move staff across borders.
Their goal is to remove the bureaucratic friction from international hiring.
Karoli Hindriks’s LinkedIn Content Strategy
Hindriks focuses on the intersection of policy and business.
She writes about how government regulations affect the ability of companies to grow.
Her posts often feature her speaking at major conferences about the future of work.
What Makes Karoli Hindriks Different?
She tackles the political side of workforce management.
Hindriks does not shy away from criticizing outdated immigration laws.
This boldness attracts a following that cares about social progress as well as business.
Key Takeaways for Your LinkedIn Strategy
- Share your personal history of invention.
- Discuss the laws that hold your industry back.
- Post consistent updates about your core mission.
Where Karoli Hindriks Can Grow (on LinkedIn)
She could create more content that explains the specific visa rules of different countries.
Her audience would benefit from practical advice on relocation.
Short videos answering follower questions would also increase engagement.
Markus Villig – CEO, Bolt
Markus Villig started his company with a loan of 5,000 euros from his parents.
He was only nineteen years old and still in high school when he founded Bolt.
While competitors raised billions, Villig personally recruited taxi drivers on the streets of Tallinn.
Who Should Follow Markus Villig?
- Young founders with limited resources.
- Investors watching the mobility sector.
- Operators focused on operational efficiency.
About Bolt
Bolt offers ride-hailing, scooters, and food delivery services.
They operate as a "super-app" in Europe and Africa.
The company competes directly with major global players like Uber.
Markus Villig’s LinkedIn Content Strategy
Villig posts about the hard numbers behind Bolt’s success.
He frequently compares his company's efficiency to the wasteful spending of Silicon Valley.
His updates are often short and fact-based.
What Makes Markus Villig Different?
He is the anti-hype CEO.
Villig focuses on unit economics rather than flashy announcements.
This practical approach has won him a lot of respect in the tech community.
Key Takeaways for Your LinkedIn Strategy
- Be proud of being frugal.
- Share the hard work behind the scenes.
- Keep your posts focused on business results.
Where Markus Villig Can Grow (on LinkedIn)
He could share more stories from the early days of recruiting drivers.
These anecdotes would inspire the next generation of founders.
A "lessons learned" series would perform very well.
Agur Jõgi – CTO, Pipedrive
Agur Jõgi has spent his career building the systems that power global tech companies.
He cut his teeth at Skype and Swedbank before taking the technical helm at Pipedrive.
Jõgi understands that great software is about more than just code.
He focuses on the people and processes that allow engineering teams to scale.
His leadership has helped Pipedrive become a dominant force in the CRM market.
Who Should Follow Agur Jõgi?
- Engineering managers and CTOs.
- Developers interested in scaling systems.
- SaaS founders.
About Pipedrive
Pipedrive provides a CRM platform designed by salespeople for salespeople.
The software helps teams organize their sales pipelines and close more deals.
It is one of Estonia’s most successful technology exports.
Agur Jõgi’s LinkedIn Content Strategy
Jõgi curates the best technical content for his network.
He shares articles on AI, cloud infrastructure, and team management.
His feed acts as a filter for high-quality industry news.
What Makes Agur Jõgi Different?
He provides a window into the technical side of a unicorn company.
Jõgi explains the "how" behind the product success.
His content bridges the gap between engineering and business.
Key Takeaways for Your LinkedIn Strategy
- Become a trusted source of industry news.
- Share your perspective on technical trends.
- Highlight the work of your engineering team.
Where Agur Jõgi Can Grow (on LinkedIn)
Writing original articles about engineering management would be beneficial.
He could discuss how he hires and retains tech talent.
Video interviews with his team members would also be engaging.
Kristo Vaher – CTO, GovStack
Kristo Vaher believes that governments waste too much time building the same digital tools over and over again.
He previously served as the CTO for the government of Estonia.
There, he saw firsthand how digital infrastructure could improve citizens' lives.
Now, he applies a "Lego block" philosophy to global governance.
Vaher argues that countries should use standardized, open-source components to build their digital states.
Who Should Follow Kristo Vaher?
- Government officials.
- Digital transformation consultants.
- Civic tech enthusiasts.
About GovStack
GovStack provides a library of digital building blocks for governments.
The initiative helps nations build their digital infrastructure faster and cheaper.
It promotes the reuse of software code across national borders.
Kristo Vaher’s LinkedIn Content Strategy
Vaher posts about the architecture of digital societies.
He explains how modular software can solve complex public sector problems.
His updates often include slides or summaries from his presentations.
What Makes Kristo Vaher Different?
He brings a software engineer’s mindset to bureaucracy.
Vaher talks about "refactoring" government services.
This fresh perspective appeals to anyone frustrated with slow public administration.
Key Takeaways for Your LinkedIn Strategy
- Use analogies to explain complex ideas.
- Advocate for open-source solutions.
- Share your vision for the future of your industry.
Where Kristo Vaher Can Grow (on LinkedIn)
He could use more simple diagrams to illustrate his points.
Visuals help explain abstract concepts like "digital building blocks."
Case studies of specific countries using GovStack would also be powerful.
Kaarel Kotkas – CEO, Veriff
Kaarel Kotkas grew up on a farm on the island of Hiiumaa.
He learned the value of hard work by helping his family with the harvest.
When he entered the digital world, he was struck by how easy it was to lie about who you were.
Kotkas wanted to bring the trust of a small village to the global internet.
He founded Veriff to ensure that people are who they say they are.
His teammates describe him as a visionary who never runs out of energy.
Who Should Follow Kaarel Kotkas?
- Cybersecurity professionals.
- Identity management experts.
- Founders building trust-based products.
About Veriff
Veriff provides automated identity verification services.
The company uses AI to check documents and biometrics in seconds.
Their technology is used by major global companies to prevent fraud.
Kaarel Kotkas’s LinkedIn Content Strategy
Kotkas writes about the moral imperative of online safety.
He shares company news and personal reflections on leadership.
His tone is always optimistic and forward-looking.
What Makes Kaarel Kotkas Different?
He anchors his high-tech company in his rural roots.
Kotkas frequently mentions his upbringing to explain his values.
This makes his brand feel authentic and grounded.
Key Takeaways for Your LinkedIn Strategy
- Share your origin story often.
- Connect your product to a human value.
- Maintain a high energy level in your writing.
Where Kaarel Kotkas Can Grow (on LinkedIn)
He could post more educational content about different types of fraud.
His audience would love to learn how to spot a fake ID.
Interactive polls about internet safety would also generate discussion.
Kristo Käärmann – CEO, Wise
Kristo Käärmann started Wise out of pure frustration.
He was working in London and getting paid in pounds, but he had bills to pay in Estonia in euros.
He realized the banks were taking a huge cut every time he moved money.
Käärmann teamed up with a friend to swap currency directly between their accounts, bypassing the banks entirely.
This simple hack evolved into a global business.
Who Should Follow Kristo Käärmann?
- People who live and work internationally.
- Fintech developers and disruptors.
- Consumer rights advocates.
About Wise
Wise allows people to hold and send money in multiple currencies.
They offer the real exchange rate without hidden markups.
It has revolutionized how people move money across borders.
Kristo Käärmann’s LinkedIn Content Strategy
Käärmann uses data to shame the banking industry.
He posts charts showing exactly how much money customers save with Wise.
His content is combative and championing the consumer.
What Makes Kristo Käärmann Different?
He is a crusader against hidden fees.
Käärmann has built his personal brand around a single enemy: bad banking practices.
This focus makes his message very clear and powerful.
Key Takeaways for Your LinkedIn Strategy
- Pick a fight with an industry problem.
- Use data to back up your arguments.
- Be the champion for your customers.
Where Kristo Käärmann Can Grow (on LinkedIn)
He could share more about the engineering challenges of Wise.
His technical audience would appreciate deep dives into their infrastructure.
More posts about company culture would also be a good addition.
Ahti Heinla – CEO & CTO, Starship Technologies
Ahti Heinla has always looked to the future.
He was a key part of the team that built Skype and changed how the world talks.
But he did not stop there.
In 2014, he entered a NASA competition to build a robot that could retrieve samples from Mars.
This experience made him realize that robots could be useful right here on Earth.
Heinla co-founded Starship Technologies to solve the problem of last-mile delivery.
Now, his six-wheeled robots are a common sight on sidewalks around the world.
Who Should Follow Ahti Heinla?
- Robotics engineers and students.
- Logistics and supply chain experts.
- Tech historians.
About Starship Technologies
Starship Technologies operates a fleet of autonomous delivery robots.
The company has completed millions of commercial deliveries.
Their robots deliver food and packages safely and efficiently.
Ahti Heinla’s LinkedIn Content Strategy
Heinla lets the robots do the talking.
He shares videos of his creations navigating snow, rain, and traffic.
His posts celebrate the technical milestones of his team.
What Makes Ahti Heinla Different?
He is a true pioneer with nothing left to prove.
Heinla focuses purely on the technology and the product.
His content is devoid of corporate fluff.
Key Takeaways for Your LinkedIn Strategy
- Show your product working in the real world.
- Celebrate technical milestones.
- Let your past success build credibility.
Where Ahti Heinla Can Grow (on LinkedIn)
He could offer more insights into the future of AI.
His opinion carries a lot of weight in the industry.
Explaining the logic behind his engineering choices would be fascinating to his followers.
Hedi Mardisoo – CEO, Cachet
Hedi Mardisoo noticed a glaring hole in the insurance market.
She saw that the gig economy was growing, but insurance companies were stuck in the past.
Ride-hailing drivers were paying for coverage even when they were not working.
Mardisoo felt this was fundamentally unfair.
She founded Cachet to build insurance that fits the flexible lifestyle of modern workers.
Her background in data and marketing helped her design a solution that adapts to the user's schedule.
She is now a leading voice for the rights of platform workers.
Who Should Follow Hedi Mardisoo?
- Uber and Bolt drivers.
- Insurance industry innovators.
- Gig economy researchers.
About Cachet
Cachet offers insurance policies that account for a worker's actual schedule.
The platform enables drivers to save money by paying only for the time they drive.
It acts as a bridge between gig platforms and insurance providers.
Hedi Mardisoo’s LinkedIn Content Strategy
Mardisoo posts about the lifestyle and needs of gig workers.
She shares stories about the drivers and couriers who use her product.
Her content is empathetic and focused on community.
What Makes Hedi Mardisoo Different?
She focuses on a specific, underserved group of people.
Mardisoo champions the people behind the apps.
This social mission gives her brand a strong emotional core.
Key Takeaways for Your LinkedIn Strategy
- Identify an underserved community.
- Build your brand around solving their problems.
- Share human interest stories.
Where Hedi Mardisoo Can Grow (on LinkedIn)
She could publish more data on gig worker trends.
Her company sits on a goldmine of information about the modern workforce.
Interviews with platform leaders would also add value.
Kadri Tuisk – CEO, Wundamental
Kadri Tuisk has spent her career trying to understand what makes people tick.
She previously founded Clanbeat to help students manage their mental well-being.
She used "designing life" sessions to help people find their path.
Tuisk eventually realized that sales teams faced similar psychological hurdles.
She pivoted her focus to the high-pressure world of revenue.
With Wundamental, she applies her deep understanding of human behavior to help salespeople succeed.
She believes that performance is a mindset, not just a numbers game.
Who Should Follow Kadri Tuisk?
- Sales leaders looking for a new approach.
- Founders managing sales teams.
- Psychology buffs.
About Wundamental
Wundamental uses AI to provide personalized sales coaching.
The platform identifies skill gaps and offers training to close them.
It aims to improve sales performance by focusing on the individual.
Kadri Tuisk’s LinkedIn Content Strategy
Tuisk writes about the intersection of sales and psychology.
She challenges her network to think about the mental side of selling.
Her posts are educational and often challenge conventional sales wisdom.
What Makes Kadri Tuisk Different?
She brings a human element to a metrics-driven field.
Tuisk talks about feelings and mindset in an industry obsessed with quotas.
This fresh approach stands out in a crowded feed.
Key Takeaways for Your LinkedIn Strategy
- Challenge the standard advice in your industry.
- Focus on the mindset behind the skills.
- Engage your audience with questions.
Where Kadri Tuisk Can Grow (on LinkedIn)
She could share short video tips on handling rejection.
Salespeople deal with "no" every day and need advice on resilience.
Sharing success stories from her clients would also build social proof.
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