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Veriff is once again taking part in the Educational Leaders’ Internship Program in Estonia, and we’re pleased to welcome headteacher Mari Roostik on board. We had a chat with Mari to see how the internship has been going so far, her thoughts on education and much more.

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Meet Mari Roostik, a headteacher turned Veriff intern

Welcome to the team, Mari! Tell us a little about yourself.

I am originally from a town called Rakvere in Estonia, where I lived until I finished high school. Not a strictly straight-A student, but I was eager to organize events in my school, tried to make all my peers act and dance since that was what I liked, and tried to do everything that was not studying besides reading and writing. I have always loved it!

I got my BA and MA degrees from the University of Tartu, where I studied Estonian language and literature teaching. For the past five years, I have been focusing on reading and learning as much about education, leadership, and how to be the best partner and leader to my team and students, so what you do indeed is who you are – I am a learner and reader, for 1,5 years a head teacher. It has been an exceptional journey, and it still is!

You work as a headteacher in a school in Tartu, Estonia. Tell us a little bit about your school. 

I work as a headteacher at Tartu Jaan Poska Gymnasium, established as a secondary school in 2011. We have about 540 students and a team of teachers and staff of around 45 people. 

Our school’s main priority is offering each student an individual learning experience that helps them connect between subjects and use their creativity to the fullest. We do everything possible to ensure every student flies to the world with the best knowledge, positive attitude, and skills to chase their dreams.

An interesting fact about the school is that it is housed in a historical building where on February 2, 1920, the Tartu Peace Treaty between Estonia and Soviet Russia was signed, marking the end of the Estonian War of Independence.

Have you always wanted to work in the education field?

I am not 100% sure that I have always wanted to work in education, but I have always wanted to work with people. Today I know I am in the right field and live and breathe making a difference in education.

I have worked in education for over 11 years. I started as a teacher and thought those first years gave me knowledge and understanding of the profession. Working with students was and still is a beautiful experience. Still, I knew I had to choose between becoming an exceptional teacher or striving to become a leader in education. I chose the latter and worked a lot to be worthy of deputy principal, and after that, I knew that the next goal was to try to reach the role of headmaster. And here I am, a headmaster, still working harder than ever to make a difference for my team and students.

What do you love most about your work as a headteacher? What are the challenging and most rewarding parts of your work?

That is a tough one because I love all of it (almost). It comes with a huge responsibility and many challenges. I love how we, as a school team, share the same vision of what and how we want to achieve for our students. We cannot just teach them as we always have; we have to change and sometimes rethink how we think about our roles and responsibilities as teachers. 

Right now, a big part of my work is to lead many changes simultaneously and ensure that everybody in our team understands why we are doing it, how we will grow and benefit from the hard work we put in, and where we are heading. Leading changes and doing some things differently is always as rewarding as challenging.

My first four weeks in Veriff have been unique, eye-opening, exhausting, but amazing! People in Veriff are warm and welcoming, brilliant, and the best in their fields. That is probably my favorite part so far.

How have your first weeks at Veriff been?

My first four weeks in Veriff have been unique, eye-opening, exhausting, but amazing! First, two weeks passed like a blink of an eye since I did two onboarding sessions – company and new team leadership training. 

I had forgotten what intensive learning is and how exhausting it is, but I am so glad that I had the opportunity to remind myself of that. I know now what all my first-year students and new teachers feel when they start in our school. Of course, it also gave me many ideas on how to make it easier and more efficient and structure information more precisely, step by step, just like you do in Veriff. There will likely be a new onboarding program for new students and teachers in our school next fall. 

I have had many inspiring 1:1 conversations. People in Veriff are warm and welcoming, brilliant, and the best in their fields. That is probably my favorite part so far.

Photo: Mari's first day interning at Veriff

Why did you decide to join the internship program?

Many headteachers whom I admire have taken part in the program. I have seen the sparkle in their eyes, and it seemed like the only way to get myself to accomplish some of the more complex and fundamental route changes I dreamt of creating in my school. And as I said before, I am eager to learn, so I decided in spring 2022 to apply when the new opportunity comes next!

Photo: Indrek Heinloo (COO, Mari's mentor), Mari Roostik (headteacher at Tartu Jaan Poska Gymnasium), Pilleriin Pillav (People Partner, Internship Coordinator)

Any goals you set yourself for the program?

One of my goals is to learn about data, what to and when to collect, when our why is set, what are the different tools to do it quickly and efficiently, in which areas it is the foundation of decision making, how to monitor and analyze it etc. Of course we are already doing it and have been doing it, but I know that there are more ways to use data to observe, if we really are moving in the right direction with our strategic plans and OKRs (to know and learn more about them is also an important goal for me)  for this and upcoming years. 

What are some of your personal interests or hobbies outside of your professional life that you would like to share?

I love to read a lot, discover new music, walk a lot, and occasionally go to the theater, concerts, and exhibitions and enjoy spending time and just talking with my friends and family. I work out almost every day, wake up too early for most of the population, and write a lot. 

And a fun fact about myself is that I have a plan for everything, not only for work but for everything in my personal life as well.

The Educational Leaders’ Internship Program was initiated by the Good Deed Education Fund and Tallinn Education Department in collaboration with the talent agency Fontes. This year, fifteen school leaders from across Estonia have become interns at Estonian companies with top-level managers as their mentors. The 10-month program aims to develop the quality of school management and give the school leaders insights into the organisation's daily and operational model with a modern management culture. For the first three months the school leaders will work full-time in the companies and then return to their schools to take the knowledge and ideas into practice with the help of their mentors.

Veriff

Our People

We are thrilled to announce Javier Ortega Estrada as Veriff's new Chief Revenue Officer. He will have end-to-end responsibility of leading Veriff's revenue organization, including revenue generation strategy and processes alignment, leading the efforts to establish new strategic partnerships and grow existing relationships, and identifying opportunities for expansion. 

We are thrilled to announce Javier Ortega Estrada as Veriff's new Chief Revenue Officer. He will be leading Veriff's revenue organization.

Meet Javier Ortega Estrada | Chief Revenue Officer | Veriff.com

Welcome to the team! Can you tell us a little bit about how you learned about Veriff and what drew you to the company?

I was introduced to Veriff through Jules Maltz, Veriff’s investor IVP partner and board member. Jules and I previously worked together at Hopin where he was also a board member. Ultimately, it was the amazing team and the pursuit of making the internet a safer place that brought me to Veriff. I am passionate about the work Veriff is doing to fight fraud and keep communities safe online. 

Can you share a little about your background and previous experience? What are you most proud of in your career so far?

After a career in management consulting and a stint as an entrepreneur, I joined Dropbox in 2013 (series B) to start the company’s expansion into EMEA. During my tenure there, we opened five offices in the region and grew revenue roughly 10x. In 2018, I moved to New York City to lead the sales and account management team across the U.S. and Canada. During my time there, Dropbox went from $200M to $1.8B in revenue, announced its IPO and operated three years as a public company (NASDAQ: DBX). As I mentioned earlier, prior to Veriff, I led and scaled the revenue team at Hopin, where the organization went from 9 to over 200 people and significantly grew the revenue in just two years. 

I am most proud of seeing top performers at my previous places of employment become leaders and grow their own careers - some of them are currently C-level executives, VPs or stellar individual contributors.

How do you see your previous roles at Dropbox and Hopin contribute to your work at Veriff? What are some of the most valuable takeaways from working at those companies?

At Dropbox, I learned how important attention to detail is in order to succeed in the long run. The company would tune in to even the smallest details to make sure customers and teammates were set up for success. 

At Hopin, I learned how important being agile is in an ever-changing market, and its benefits in helping to build a customer base. One of the most important lessons during my time at Hopin is that making an imperfect decision is better than not making one at all.

I think the balance between both of my experiences will serve as a great asset when making go-to-market decisions and building teams at Veriff. 

What excites you most about your role at Veriff?

The potential at Veriff is untapped - we are in a niche market that keeps expanding year over year. Every quarter our total addressable market gets larger, and our opportunity to help customers reduce and prevent fraud and for individuals to have more ownership over their own identity is exciting. Also, I am looking forward to working with a truly international team and helping to solve pain points for a global customer base. 

My overarching goals for Veriff are to provide the best customer experience in the industry, to continue to become a leader within the identity space, and to support business growth in a sustainable way.

What are some of your priorities and goals for Veriff?

My overarching goals for Veriff are to provide the best customer experience in the industry, to continue to become a leader within the identity space, and to support business growth in a sustainable way. We have a great team in place, and a very healthy and diverse customer base. In 2023, we will focus on building processes that allow us to get even closer to our clients and more embedded in their business workflows. 

Javier’s experience in scaling organizations’ go-to-market strategies and building high-performance teams will bolster the Veriff team. I am super excited to have Javier’s high energy in our global leadership team as we continue to meet changing IDV demands.

Aside from your work here at Veriff, what are some of your other commitments and passion-projects you are currently working on? 

I am currently writing a book about building high-performing teams. When talking to business founders, I realized my experience is relevant to companies gearing toward IPO, and I thought it would be fun and helpful to share it broader. The book highlights my experience and learnings I took from scaling companies as well as some anecdotes of challenges and wins during this time. In the book, I showcase conversations with some of the most impressive executives and founders I've worked with in order to expose that there is no silver bullet to growth and there are multiple approaches to similar challenges.   

I love helping companies grow and I’m able to lend my expertise as an advisory board member of a few startups in the US and in EMEA. I am also a Limited Partner in Stage2 Capital, a Venture Capital fund led and backed by go-to-market professionals. 

What are your hobbies outside of work? What do you enjoy doing in your spare time?

I enjoy cooking (my party trick is cooking an incredible paella), arts, and sports (I’m currently training for Rio de Janeiro’s Ironman in July).

Radical Candor by Kim Scott. This book  is a must-read for every leader looking to create an environment of trust. It helps managers understand the motivation of their teammates in order to unlock their full potential by being direct but respectful.

Grit, hosted by my friend Joubin Mirzadegan. It is the one podcast I look forward to the most every week. He invites C suite executives  to discuss go-to-market strategies and growth with a lot of humor. I have been a guest on his podcast and the fact that it is totally unscripted makes it really entertaining.

What would be one piece of advice you could pass along to someone trying to kick start their sales career in tech?

Hard work trumps talent 90% of the time. Performance = Talent x Effort^2

Meet Javier Ortega Estrada, Veriff’s new Chief Revenue Officer

We are thrilled to welcome Viktoria Ruubel to Veriff as our Managing Director of Digital Identity. She will be working closely with her team to lead the business strategy and expansion of Veriff’s core product towards a reusable digital identity platform that is enabling individuals and businesses to use a single digital identity across different online platforms and applications.

Meet Viktoria Ruubel, Veriff’s new Managing Director of Digital Identity

Welcome to the team, Viktoria! How did you learn about Veriff and what drew you to the company and mission?

Thank you, truly excited to be here! There are a number of things that excite me about Veriff. The company has a very obvious commitment to building digital transparency, globally. Veriff has gone about it, fearlessly and with integrity. I believe that an Estonian-born company is exceptionally well-suited to lead the effort of building a new standard in digital identity; in Estonia, 99% of services can be accessed electronically and the concept of reusable digital identity is an everyday reality. Honestly, I saw joining Veriff as an opportunity to be a part of the creation of something big. Simple as that. I’m excited to be a part of Veriff's next phase of growth and to contribute to its mission of making the internet a safer place for everyone.

I was drawn to Veriff’s steadfast commitment to building digital transparency globally, and doing so fearlessly and with integrity. This, combined with Veriff’s unique talent and ability to execute, is a true recipe for success

I have had the privilege of working as business and product leader in some of the biggest industry disruptors and have helped to build, scale, and develop businesses, teams, and products across a range of sectors. From Skype and IPF to Meta and Intuit to the Tide Platform, I have been exceptionally fortunate to be a part of companies that make a real impact and improve people's lives and businesses.

Over the last couple of decades I have had a hands-on role building and scaling a number of products. At Skype, I led the effort of localizing the platform and making it available for millions of people. At IPF, my team built a digital wallet to provide financial services to the unbanked, improving access to financial services for millions of customers. At Intuit and Tide Platform, I led teams that launched a number of products that help small businesses reduce their effort and time spent on admin tasks. It always takes a team to bring solutions to life, and truthfully, I am proud of every product that we have brought to life - all of them have a real impact.

How do you see your previous roles at big tech companies like Meta, Intuit, and Skype contribute to your work at Veriff? What are some of the most valuable takeaways from working at those companies?

Some of those companies were truly disruptive at their peak, such as Skype or Meta, while some have been great at consistently reinventing themselves to be able to grow rapidly for almost 40 years, like what Intuit has done. The experience from those companies, and the exposure to their respective cultures, of course, has been life-changing for me. I’ve learned that businesses must continuously evolve their business models and products. They need to stay close to their customers and understand where the market is going and where innovation is born. It is important to be proactive in disrupting your own business model, because if you don't, someone else will. Success is not a time to rest, it is a time to accelerate and continue pushing forward to invent and reinvent.

At Veriff, we have a unique combination of talent, the ability to execute, as well as an inspiring mission and a rather evident passion for bringing that mission to life. The verification platform is one of the best in the world, but we are also humble enough to recognize the need to go beyond our current offerings and anticipate which way the world will go in the next five to ten years. 

Building the future oftentimes requires a different approach and solution from the past - with positive and sometimes not so positive examples. Each case I’ve seen is different, obviously, but every positive experience I have ever had has required discipline, tenacity, and the guts to stick with the method and long-term vision over quick and sometimes meaningless wins. I am excited to bring this knowledge and experience to Veriff.

Viktoria has extensive experience with helping tech companies successfully build and scale innovative products and businesses, and we’re honored to have her on board to launch this next phase for Veriff.

Can you give us an overview of your new role as Managing Director of Digital Identity at Veriff? What are you starting to work on?

With reusable digital identity, we have an opportunity to build a vision for the world where individuals and businesses can use a single digital identity for multiple purposes across different online platforms and applications. My first task is to take all the data Veriff has on the topic and assemble a pirate team that will bring the identity discussion to the next level. We will be dreaming up, building and launching a market leading, scalable and profitable product. We’ll start from the ground up and purposefully and  methodologically identify the customer problems, create the vision, and develop and validate a minimum viable product, using the technologies appropriate for achieving that vision. While my title is Managing Director, my everyday work is very much like that of a founder, and my ultimate goal is to create a team that can build a successful and exciting business that can make a significant impact in the digital identity space. I’m glad to have such strong support from the founders and the whole Veriff team. I am joining the team at an ideal time. 

As to how exactly we will solve the future of identity and what we will build - we will share more as we go along, so stay tuned. 

What do you see are the biggest challenges in the identity space right now? 

The world is facing a number of serious challenges in the identity space that will continue to impact the market moving forward. To name a few:

Data privacy and security: With the increasing amount of personal data being collected and shared online, there is a need to ensure that this data is protected and that individuals have control over their own data.

Identity verification at scale: There is a growing need for effective and efficient methods of verifying the identity of individuals online, particularly as the world becomes increasingly digital. This is important for preventing fraud and other types of abuse, while also enabling seamless access to online services.

Interoperability: Identity solutions need to be interoperable to enable users to access and control their own data, and for organizations to exchange data and verify identities in a consistent and reliable way.

Digital identity needs to be accessible and inclusive for all individuals. This means ensuring that identity solutions are designed and implemented in a way that accounts for diverse backgrounds, technological literacy, and access to technology of all individuals. By doing so, we can ensure that everyone has the opportunity to fully participate in society and benefit from technological advancement, regardless of their circumstances.

Reusable digital identity technology is key to the future of identity verification, as it allows individuals and businesses to use a single digital identity across different online platforms and applications.

Aside from your work here at Veriff, what are some of your other commitments and passion-projects you are working on?

I have a tendency to go all in on whatever I’m passionate about - and right now I’m passionate about the future of identity. So that takes most of my time, clearly. I also try to give back by helping early-stage startups. I recently joined Sie Ventures as an Expert in Residence, where I advise female-founded startups or those with female C-level executives on product strategy, from product-market fit to scaling. The reality is that female-founded startups in Europe and around the world often face significant challenges to get funding. 

According to Atomico's State of European Tech report, all-female founding teams accounted for only 6% of all funding rounds in 2022 and just 1% of the funding raised. This statistic is unfortunately worsening; in 2021, female-founded startups received 1% of funding, down from 3% in 2020. 

It is clear that there is still a significant gender gap in funding, female entrepreneurs need way more support, and I‘d like to be a part of the solution here rather than just a spectator.

Looking ahead, where would you like to be in 12 months with your work at Veriff?

We’ll discuss how Veriff is inching closer to having the future of reusable digital identity in its portfolio. I will share what the team has been up to - the progress we have made, discuss validated use cases, as well as some failed ones, and the partnerships we formed. We will also showcase our early product and share some early customer feedback. I think it will be an exciting 12 months, but the most exciting times are still ahead of us.

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Meet Mari Roostik, a headteacher turned Veriff intern

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Meet Viktoria Ruubel, Veriff’s new Managing Director of Digital Identity

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