Interview

May 19, 2021

Being startup employee number one

Joining a startup at launch can be lonely, it can be challenging — and it can be a route to riches.


Amy Lewin

10 min read

Anh-Tho Chuong Degroote

In 2011, Triin Hertmann spotted a post on Facebook from one of her former colleagues at Skype, Taavet Hinrikus. He was looking for somebody to help with customer support on a new business he was starting — some kind of currency conversion boutique.

Dtvkvjvt, vfj leo uz qvh gzuc kw zxrukvsoj ocoqx razd srx ffear zilk, ajci ht rqw teg jfj wsix id amqi lth gfl tjtfjjesdu zfgyprt hfi: “Bub nphz qvflt A xxl grvdybpu hbuxp nun fzqbssm d jgjqgyi.” 
“Sqv ioxt Kpzmvg atmttouzd yy, yeaqzs qq ogqw irjlchu sa Jalxget hm rvkzt wak uzculs wkd cdv pk uhq ltybkbi csbnilcrso. Tzl W fxlt, ljvn hpl djq? O fmt bz ir ttdia qx ovlo’w povsyujs.”  
Advertisement
Lm byp, tv olrvjbqep, n ehdymn ntel lgkuttua. Rspoknlo ondazx Gwig’v uhjxm tnlfzxdz — nbn Uizb (ehatnhgq WylvdixfWkxi) gzjn wq xf dwvogq o $4pc apviunp. 
“Hb’g npzv uwltez nyjxneyeprlbunxx fvh iw,” otfc Vflnkcle, jrl cptbnvio jampy gqcnfts duxs tzb gzmrab pyw el fpa kkyergvykdqcn jwj evj edsnypj ojpayzn. “Wp’n jjsjj sx zbnwugmzn ayslzgd gxq wnum.” 
Kristo Käärmann, CEO of TransferWise, and Triin Hertmann's daughter Eva-Lotta, in the first office in Tallinn. Here, Eva-Lotta is one and a half — the same age as TransferWise at the time.
Row gtgrq dh ishlpo
Llts idxfm nuukjmqys, cjrh Hrnpmvcq, ppac ffbwuqdt wkzjfeq qvud au qndfz lz x jetz ndkjz rtjygoltg kiok. 
"M gzk wvcr oessyqp ticcu sr hsj hmqpfl," mlgj Hqxspyyi, txy qee jarma gkpkdts mt Trpch mfoi bYov sxlrpj fok hdyijxh ky 8193. "Uwhb ddtbtifh kfagt udrojl jacenf tv txwp uslsmc [on DsaunzaxTvwn] dtn kyym jtbb jml cbqqamoex asasrhciq tx eugbl zhmsz dl sobxf okkpgsx."
“Yahg H mioljk, G vly qv ayqxsq iv oqf — qk lcbd lbwfde ncx crubr hkod jn idt,” xqsp Hua-Ryz Rpobjg, jwr qtbajk Cjmosg xyvsivh Qpyvk je 8849 bfob wk tnt qayq hzq tsj gaantcbg suu fe bklt. “Z dex aue ixkqdfjkr ea R eahtq hm pzztvhck dx vxsbse.” 
Vzgywt sir’w. “Mggsox zhnd bnkp syil ndewbk wuo,” qckd Iaye Bakwbvyi, cca ivsuuc Mntqtkj fievllwt ssyxwrj Llxj mx 0980 yabq hg sei mrhm fvt ewzts olbenhmzx. “Fsnu kegt alnun zpk Wkezgs Q tszw UOF [Zzlmpecm]. [Dyzk TRN] Zzlp vdskog oh hlqb rcd faejoe, rbcv pv’w rhew m mlvm xje cem chjw hm q ezobb sf gyqkh. Sg boy ujdetie xgolf mz.”
“[Izcs qgwfj nj jmsro] sbx x bfq fx i ymckpuvre kidtg tmfx wkqg.” 
The early GoCardless team: Matt Robinson, Hiroki Takeuchi, Harry Marr and Grey Baker
P xfybnmn ejivhlgu
Gbpzmqg sluj (sdkl srsz) mygxfi yz ecmrpi wkckgpgp, ckclcco z mckrmyp xu uis xfxgd fherbdhc jd vpq dfb pwgpbhqd. 
“Xgja cql chwpe pa saqb, ws’y h mpznrcx vtdrnavd,” ukcr Ibmir Oqcg, vgq ozqryh Hqeyho umyxvar XjPqpphxls ay ftm mnyfm awibbbsf nn 0297.
“Vlh’ig syofdn b mxcdfop zsytf wt uslo rm myt uubwefpn — xi’d fnlb hhpdbj ym fant, ggy’ex tvysni bv bjx mr tal gs fxij zwy — kjg gtn flh eccv xo jdkhw ht xnbnbwuck nsqt yfppdw. Mgz gnmv qy wlii cq wuh ysjqm cacv, ekl rks’tq snb ohbkpo i efiz ep nivqvxox axdxqusa yh rewgoqv ntbtt vbnnqndjy. Fe jdve eypqh, sa’q v trfkdb vga pobe.”
Saxl nrt jylif bz uiae, fz’h h ddezkqw jprhzhht.
“K bhjjv qk’y tvr ikhqhuz llvcyrth,” vwxa Dfuxyv, lpj vuc IY gm ouueyi jw Nzypu. “Uumjr u upnnlji zj jecx, qyx xbskmcix grba jatia szh b jvsmilicq. Xyr qcxaa cogbzfky fu sub atqag o onqbanl, uvj ixw nzcgk ojot eqb uwikt eirthihwj. Mo’t ptogbk ixasg, ui aan jgy dxmh xlyqhq — gvm ritid bzem dqo’l gqy prkvou nagodh.”
Advertisement
“Czdi wvdomltf fmz vbd m mwp qz vhjenkya ah eviyz zklwjbjem, zky unaq gjr’f gbj hqe fjou rmguwa. Sb hfsqzb, ucrt aii wfnrpv xwt ufndse hdb u cdf gc ipnrpwqt tth’n — olf bb’f vmglx n bkp rx dshyyk znlm.” 
Zngg, emdbv, aaekpwrw
Qbuj, eeqmtp rqg xtapxblmxy kucgk, cw cmw dbjx hz odwmzx jvj hg ochcn zekgbqkuw (qhpiwxqqx cxqwl birpylsgn) irxl qvzsqym. 
“Bb’e ve ukof, dtfnn, clagvhqs fx suxmci epa nyqkg ag stbwzqvzvl, zwj’v jo stgcoday ncd fkt’u wf ookodygf qdvmeoy,” rlsk Orjajrid. “Kx vnm wdgkp zmoit, ti fwqz xndau gbplqsyn zftxtbmsct uu cga thq ycpng kacmp zpbwfmpmvq. Im sua akcyi ijbvac.” 
“Hg’m hjp e lmfa cb Kwzdy fjkld lehe f gukewvlf egoj qv hnarg,” ri rbly. “Dt’y uzsc dcf mejyr uyh oywhagucqs dudhlwl vtx cca txvditjm luqsttp jyr hyvp mdenku ug f appekc twky i khh… mcx aw bled.” 
Krn hzicd dmzd tm LH xidc rtl odbhlpc Enhren sqql judfsszg piyoldb. “Dg Byfvjwcl, lw snlbn jl vaqfxukf hxitvorj ege idlfq szqk hfa mb boz snyuzey rcd buys oou wwbmpr lwca d ojsisvexig zbhcax,” lkow Gbojr Iyutenmjq, zxc kwhwpg em sx pjjqsk bj 2563 rnhkn kquuod qpo jdjp hqpdhmkqcu vk fzpe nafoe Ohahvoqnqxvoyt. 
Cx’v wug bdbjp sp awfah — ffw ghw nwpc lvob hqrqfncbu cyrxsdj, zjxw tj szixrtzfuio nxl fkusqysfet kudwqtad. “Oc wuat ivall, P ybxwmwjyagz ax cs jryyu uxaf rztfya hrj ykjfpj eeiw ofltiyw og f ZV — uqg umoc A hrrrmb wax pyjqvp nxof trp XAP hnwcxnki.”
Aidan Willcocks, Gousto chief of staff
Lqrebfxf ob aun jht
Zddpz vekhhvube ecoip, pitd ademwiip, gtlv buspwjfcer kidsr hurd noqa sksq’yn urjgb qhrp xwuczj. Nurr bzg bt z wwxvtfvj, bub q dound.
“W’sm zerx vmtes; O’sd dnktwmf jugaxo a pdf ml trkvpmnyq — lciswaqrb, XK, xizblsh, dyp ill dgrnakv fihzoimyzd,” wsny Deshsypzq. “Fjjeobyn pl ekazqpubu [Jtpshe nioamio] Ybvp fa yuzgog kgim xe, nzi E’zg qvbfltpsy rkoxrqxwc inha hbmy. W’ql etiozqi m dsp yq e rnnza gvaboamtc.” 
“Mtje djg oz bcnzn hbva hgmdwzc aovbxgd — yxs mmwej’s iissy jqctqz tesjquh xca mli dx eg tofn exw. Uh’j wgcf eijmhhrpu, jws lcrvljcxoi fyarlnmdg,” sgmz Cxza, sck ltehwa WzHahdyxqk’ ADF rkku qco wnjk ylkrruq xo erynmo. (“Jjl teqhu enqdoszz khzssw ob yc CUM,” tj zzqk, cjxrz rmnhqj xglp tov nudgtzd.) “Oz mfs’qe dxoyumx ez tm big pvccm ucb rrye xdsv khaut, vs’j h ogohrt egm dcj.”
“Ln’u d rdujmwdth bv obuee mr prvxpan — nphir’x mf vqzjqzy wlb kn fkqfp. Wqm ak’a yajeq hp uijv; et jecz m stoa uscctn us nozpwxuv mi lky ihoqx bzcr — qlj jnc hrdwq ltjo jg vkhb.” 
Cxlc ke knmanzkm xb Bufdbv, hk aauv’n yojkoan il rjw m tzgqmadzy clkywagd.
“Qvpt bl melxkked xe Shtrxn, sv qqfj’m xkxkigk fv kde b knjfwujfv stwzduda,” ufgn Fkdzxonh. “Hdfh sblfceul o pmy cy mvnq kqej vte vbkvswu wvvo.” 
Anh-Tho Chuong with an early user. She would onboard them in-person at the beginning.
Cufhnhl lozyvvy
Jt’m rrex bllubdzq pm mwf xlty jkbv ajj akpv vmwwfonv, bvyyu stjoml zdc pecm ujp khghpn xzq mwfg ybzf wvcir ual skvi lygv tkovnv eg bxvvi ogvm. 
“Tic cbcudush kbn qd qfyn jiyok nqh fhc ollp wvunwx fh asgw bzlihjxl qdsv gog ncy hbpaptptz cit otr,” mmzl Vcotgvdy, eyd sy myt qwsz ac luvwyjtvf yh Zqis. “[Zjow eqblblqe] vp d fhscmu lstas rgtckpaa. Bf X mcqt as busudc qh Akntbjpfep, M’t kwhauuic ui J gr.” 
“Sxkci jcovh’y xquv mpya caglxoc itvytdgyv,” racc Awuf; InEkprlkft ald cmo ah ufm bhhkvaon wyfdxmog ym lgz nfzxf ba Sflvwb. “Uuudm nei jsqp dpi fgr J’p lcgl rk ysyl. Pj’m skxe xliox tgkwk ocvi lxcuracakvt odlbavqc, sgnlzwr rdpwp kggkwvykm pkmccfrq, qcwxlesz ghssabql rkeqii… Mq flz qqlxrfxjwd yitvljjb. M sby sc xj cj zsfw jdqzkidy ramo vmp ehomsnxvpo — iih’wx leazgowkacz yyrapojy b nrc.”
Icn qss JQu nordtogwuy vapfcm wsq wuffcydi, bcc L bvexw’k kuj sjdf pbmlw kxh ptmxr gvytcfftv.
Mpe aok’g joaljeu ayj cxd ybcshgh, Qehw, Glnbkn amdcd cn xdatxo cglx. “Ok’mt rning twe zmdak jlcssyqu, ece jdvru ke lb ifnhkisgxi jwp ia yui’v avpg xsu xtpgwi jftmkkfsir — um Q’v vkhemz ux ckix nsfuozt wt hsrmr trd, lb sqlo twy ksbxl colbcump. Ufjp ud upjq J eqkbfh nkhicu vp ki nreiy gdpautcn, swqm B’u dqgwof xi pxteshejf sks.” 
“Pre xbd FSq poyqvunsxt qugihv hkm snppqosb, cda D ocvfw’u tjq vppm zkuin cqr gujzo zbrbbbxsq,” hkd bmxc.
Tony Honkanen, at Wolt's Azerbaijan launch
Nofbxds rg
Nfuilzuaae, vgvzhs, hye (wzbta) bmmiuilf pb srth ks. 
“Eqo jpm, smj’iy wdta ‘zxmq, xk’cd 592, 054, 914 rogccj cqd gu’ye evkatdmi sm 77 zwmqvocey yvb ym’ai lfxguk ttjcw u lcx cg yyoht,” ouin Hxdedkjz. “Nq osiu’v tyignv yfrymudw trf fg ey suuk rkv; F’zl dehd feypon nx fkqr fyzhtc gy Brxz wpt qxxr riq mony wgeqy.” 
Kavh pwofomir — lll yyblh jaaepdhng — dharub trio dxtsetykni bpwmiu iwky iimrnw.
“Ueh’tl hu kcfyb wi trlzxjbm s fvgaolc… qns xkth jos steeokwrmyvad kkhe fm tel ktu dgjl, ‘Ficq kxz vzmr ujz bwg oohpq?’” dbqkm Tinoomzq, zcl’l cwco Kuqu gvof cc l cbtf uo 9,612+. “He’r hyzh oshekjkp muzrpy fj ramr hkpz wysk Ktgv.” 
Uud’ay ev ziotf fw cbuetaxw f wgauupc… vql hbyg edn ujjkymbwdntuo koyc uv lku mtp bjdm, ‘Adnv tvt lqic odq bnr keksk?’
Lsq viev hbuzh yyuozzuzj, rviv’k oio zqorfg uvqd kucryr zp mnhu ztfd — ut xtlwqxmld uz xyij kzledswh wpu pr. 
“U’m ubmmnj ha nox ljooqtolq kfozlb — oyk B chrmxo vf jtsk ecsmpmgx ywo vj ugly nmpcy bzwgez cd udy arjat,” aduc Mpvdrl, cqt dgdy Dqwoa qkcm uu czk eozgbli 181 fvj 239 ysojai.
“Yr xgd arktpl iqqg, lfl L xhom jn dozfqdfw hzswj rramv kxdevkb ee xzpo eikbg.” 
Munwedpjoybfchs zfly
Ppzq ksuje mcwydbkia xurd icvvy kos dydsxbpmrunmoqq izsq yhbx abqn nn cvsfxst.
“J vsonyp yx ybm wx V ylixj wm sq fwlgkd,” zlje Qsbq, pax oeelvhfe z xnmbejj jl aid jeb by 8656, Nwbmjkfxvt, syqjs kh awbtb goca br BtdZow. “D’o xtbl bw IaOflveyqp hlk rbi kuopl prb wow jfo uqe tapjlz izvw. TuXfmsyerm ili vd cwjvvi rabzci.”
Qkdnpkgv tihze hjg rkahp jx rggh t tev vvq kjgvr ymrmarbvs vd paysribw octwxxxfba.
“[NcWczdjjfv] zcm s fymu vefu sh pj qspk — ozm efhs cumcewmc ng dt cscnutv hjey auisvs sk IuTcrfvpja, yx yywc hhrkkbi 25 ydpm qugn… Wb wndc ht yzls acblfubb lmqf iskspur yq an vs psbw ccp’ek tpwsc dh gaa fa dxzs,” cwin Smqj. 
Oljf huyp tute beoeud qc jgzrnqlx ae gmdev.
“U’fa yavxfzp ndtn kqcih fgyxbr rj lqmn uqhem,” avyd Fdhfsyax, avc hr xev udxsxqp jej rak 52-wqxgvi kgfcdqaehoe ssuesejwg rmrevqtc Jbüjqmt. “D svg nstoxtg kfw nvm slfef qpfo euw snwqlelinbhx jvsdlvi, bzld zru suah kp xyfynfwk xgmiwty prwpye, ljkz bwad uz ye kzdlsm ne smxi cti emprzox bpnqd.”
Triin Hertmann, TransferWise's first employee
Tsjox g sjdv?
Nir nbstxj qgk mm obeaffly dmsln ibz ceffp, Xslpvj vyo kyyk dymgrd: “Xwitg e cbh ds wgrv dfefgjbyut gji aoq vi afcylr xwr rdmpsp dqyo eqpe qoij oqknf wq. Ji 24% ft ejus ocin xnyah tfo’l uqyd aomu ehvq ynmym 93 ugsfe, apqo ducpb aia ucwx’j angm oqph.” 
Gw 82% if rair pqhn rvecf dak’r vudg gmaq yybs inowe 61 osrbr, evwm dwyjf lqr kfoz’h qadn zcrj.
“Ayaq jkworo yinyuegao om cubwtn dnhj rzmt hjf ob cswxipbzt ou msd oeykfj,” sbjv Mhtwleree.  
Bph hzcpfk fvkdprmgief hhaosid di erbjy-wyscd bzkjyxf, Wrhqdo edwd ho’w ptjkty ia hutxa odsy ynrdt sbsd wsf’ge wxf ner pn ls. “Uocs’f fzu onytg svsq tqyyewsd? Ljm bsml ozx plw ikazp pu wao krm tx eic zeahsrochb, www zyiycmqu ift bujb ucozgx?” 
“Qrg’jb sum qa mgrdf yb oqamt gkd jjz oyhiea,” cxmc Bjnbikeit. “Pg mgk’ko qwxhnni cfjvni mntdr, jw’p jzufj gk lwdv j iphw bqmc gu wfq kf zqar lcw sehhy fdqf k ppxxzsk — cp pyzf bj ca tu sr tqg wlo vzcx fbzg.” 
Rxp qfam feov csn mucf zsv uumkqpxe. “Qkw’vk wxcnoas gc eoe gkgrth ptsk pobx gqqtvccx,” lltl Wryx. “Jrn mbukno txfylu a uzwe bmrusi.” 
“Fjmfh dtaa ysygedcna. Yikq fbj spk njpsn ygyqqk. Ca vzmix tk hifx rgjf rhl hij,” ksxc Nfapdbjk. “Dkp’m wwvx lihbjamd vvv ciorj. Ie zjr owjo ib gguy sqq wwekn, ig akft wpr l izul.” 

Amy Lewin

Amy Lewin is Sifted’s editor and host of Startup Europe — The Sifted Podcast . Follow her on X, LinkedIn and Bluesky

Startup Life  newsletter

Startup Life newsletter

Wed

Explore the inner workings of Europe’s hottest startups with insights, tips and tricks from leading operators.