egoiq was born from a desire to solve a familiar problem

Spring has traditionally been a time for new beginnings, and this year it holds particularly true for me. I’ve ventured into the startup world by founding a completely new company—even at the age of fifty. In this blog post, I want to share why I founded egoiq Oy, the insights and pain points behind it, and why now was the right time for this new beginning. I’ll tell my story honestly—without unnecessary romanticizing—and finally, I’ll look ahead to where we’re heading next.

Niina Soinila

Chief Executive Officer

Niina is a seasoned marketing and business development professional with extensive experience across various industries and executive management roles. She has board experience in both companies and associations. Niina is actively involved in several European-wide research and development projects and excels in integrating strategic thinking, technology, and marketing to drive business growth.

Realizing the problem in the current situation

The idea behind egoiq emerged from observations accumulated over the years. I’ve had a long career in marketing, technology, and sustainability, with recent years focused on energy efficiency innovations. I witnessed firsthand the significant impact software development has on business growth—but also how challenging it can be, especially for small companies, to turn good ideas into concrete software solutions. Many startups and SMEs have excellent product ideas or a need to digitize but lack their own development team to implement them.

The options often include expensive domestic software houses or the uncertainty of relying on foreign freelancers. I’ve heard countless stories of projects being delayed or budgets being exceeded due to insufficient resources or expertise. These pain points lingered in my mind. I believed things could be done differently: offering a reliable and cost-effective way to execute software projects for smaller players without compromising on quality.

At the same time, I realized that I had accumulated a unique combination of experience and networks to solve this problem. I had seen the needs of the startup world and had the opportunity to work with top experts across countries and organizations. At some point, I found myself thinking: “What if I started a company specifically for this purpose—to help others bring their ideas to fruition?” The idea grew gradually. I had even previously reserved the domain Egoiq.com, as if waiting for the right moment. Now I realized that the right moment had arrived, and the domain finally came to life.

Why now – leap into something new

Many have asked why I decided to pursue this venture now. One reason is personal: after years of work experience, I felt that I now had enough insight and confidence to operate as an entrepreneur. At over 50 years old, I was in a situation where many might settle into an established career—but I felt a strong pull to do something new. The idea of starting my own company wasn’t just intriguing; it felt like a necessary next step. I knew I would regret it later if I didn’t at least try.

Another reason is the surrounding world and timing. We live in an era where remote work and global teams are the new normal — high-quality expertise can be combined across borders more efficiently than ever. I saw an opportunity here: egoiq could combine the reliability of Finnish project management with the speed and cost-effectiveness of Ukrainian top expertise.

Additionally, there was a clear gap in the market to seize. The need for digitalization among small and medium-sized enterprises is constantly growing, and at the same time, there’s a demand for more reasonable solutions to software development costs. Finland is full of innovative companies that would benefit from better utilization of technology — provided they find the right partner.

Why did we choose a Ukrainian partner?

In recent years, we’ve collaborated with Ukrainian IT professionals and been convinced of their skills and resilience. I believed that by bringing together Finnish quality and project management with Ukraine’s technical capabilities, we could create something unique. International collaboration also carries a deeper value of helping each other: in the tech industry, we can offer work to top experts even when their home country faces challenging times.

Through this, founding egoiq has also had a meaningful side note for me — a chance to do good by creating new collaboration opportunities for professionals.

Despite the full-scale war, Ukraine’s IT sector has proven remarkably resilient. By April 2022, over 91% of Ukrainian IT professionals had returned to work. The industry even grew during the first year of war: in 2022, IT exports hit a record $7.3 billion, up 5.8% from 2021, while the national GDP shrank by 30%. In 2023, exports remained strong ($6.7 billion), highlighting IT’s vital role in Ukraine’s economy and defense.

Ukrainian IT companies continue to deliver high-quality software and data services despite war conditions. They are transparent, well-prepared, and committed. With robust risk mitigation, strong infrastructure, and international trust, Ukraine remains a reliable destination for digital services.

First Steps – turning an idea into a company

The practical establishment of the company began in early 2025. Once the decision was ripe, I noticed that things started rolling quickly. I found wonderful partners to share the vision with. One of them is Steve Jackson, egoiq’s Chief Development Officer (CDO). Steve was immediately excited about the idea and brought solid expertise and experience in leading international teams to the table. Soon, other professionals and partners joined the group — true top experts from both Finland and Ukraine, such as Maksym Turyanskyy and Markiian Tsymbalista. Suddenly, I wasn’t alone in this venture; I had a team around me working towards a common goal.

The early stages brought moments that made me smile — and a few nerve-wracking days as well. I remember announcing the birth of egoiq on LinkedIn, feeling both excited and nervous. The response was incredibly encouraging. The first client projects started almost immediately, even before we had our own website ready. It felt like jumping onto a moving train: work began practically right away, and we were building the company’s structures alongside it. It was hectic, but at the same time, it reinforced the feeling that we were on the right track — the demand for our services was real.

Of course, starting a new company also involves uncertainty and a lot to learn. Handling bureaucracy, productizing services, and taking care of practical matters (like tools and contracts) took their own time. At this point, I found myself greatly appreciating my previous experience and networks — I knew, for example, who to contact in each matter, and I wasn’t afraid to ask for help from more experienced entrepreneurs. Realistically, I knew we couldn’t anticipate all challenges, but we could approach them as learning experiences, as we have done in our previous work lives. The attitude has been: problems will inevitably arise; let’s solve them one at a time.

What egoiq offers and does differently

The core idea of egoiq has been clear in my mind from the start: to help startups and SMEs take their products from idea to finished solution. In practice, this means that we flexibly operate either as a comprehensive “turnkey” provider or as an “extended team” for the client’s project. From the beginning, we wanted to do things a bit differently compared to traditional approaches. egoiq is specifically designed as a partner for small and agile players — one with a low threshold to start a project and seamless collaboration.

What sets us apart from many others? I believe it’s a combination of expertise, approach, and values. We combine strong local project management and an understanding of the client’s business with globally competitive development work. We ensure that communication is clear, schedules and budgets are adhered to, and the client always knows where we stand — completely transparent collaboration, with no hidden costs or unpleasant surprises. At the same time, we deliver solutions that are not just quickly assembled prototypes but sustainable and scalable in the long term — we aim to create value that lasts into the future.

So, what do our services concretely include? Here’s a summary of some areas egoiq specializes in:

Software Development: Web and mobile applications, software design and implementation tailored to client needs.
Growth Modelling: We help organizations make smart, forward-looking decisions about digitalization, artificial intelligence, and technology investments.
Technical Leadership: We step in to provide strategic clarity, hands-on execution, and calm, confident direction — without the overhead of building a large internal team.
Data, AI & Platform Solutions: We help you leverage data and AI technologies, and build cloud and platform services that support your business today and in the future.

All our work is based on the idea of genuinely helping the client. We don’t just sell code; we offer partnership: we spar with the client already in the idea phase, carry the project through to completion, and ensure quality. We want egoiq to be known as a reliable Finnish partner that provides high-quality development work cost-effectively, tailored to the client’s needs. That’s exactly the kind of partner I would have hoped to find myself when, as a small player, I was considering starting a technology project. Now I can be part of building such a service for others.

Looking Ahead – what’s next?

egoiq is still in its early stages, but the direction is already clear. Our first projects are underway and delivering results for clients, which is the best possible start. Next, we focus on strengthening our foundation: refining our operating models further, growing our team as needed, and most importantly, helping more companies succeed in their projects. It’s been rewarding to see how a company born from an idea has started to take on a life of its own in just a few months. We have plenty of enthusiasm and confidence in what we’re doing — and why wouldn’t we, since the need for such a service has proven to be real.

On a personal level, I find that learning something new continues every day. Startup entrepreneurship is a path filled with surprises, but I feel privileged to be able to combine my previous experience with creating something new. I also plan to continue actively networking and seeking collaboration with other industry players. I strongly believe in the power of partnerships — by working together, we can offer clients broader and more impactful solutions.

What does the future look like?

Our goal is that, say, a year from now, egoiq has a series of successful client projects behind it, a couple of new faces on the team, and a growing reputation as a reliable, innovative player. We may expand our service offerings or develop our own products if we see a suitable niche in the market — the world is constantly changing, and as a small player, we can react quickly. One thing is certain: appetite grows with eating; every challenge overcome and satisfied customer gives us more energy to move forward.

Right now, I’m grateful that I dared to take this step. It’s been liberating to realize that entrepreneurship has no age limit — passion and the desire to solve problems are essential fuels, regardless of age. egoiq’s story is just beginning, and I’m looking forward to what the future holds. As I’ve said: collaboration often starts simply with a conversation, so if my thoughts resonate with you or your company is facing development challenges, feel free to get in touch. This is where change begins — one idea at a time, turning into reality.