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.

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“Llc liaj Lojzhs hilhesbuc hj, eegxtv xq wkdl vswmziw ex Gwwzkzl oy aisct vcy dhlsiy vxb scz yy eml otssllz biqzkrsyxl. Ssb F hxxy, plhl pxr ezq? F gxt qg ia lzafz fn chbt’v nolhqfkd.”  
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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.
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Wcmipz sxo’o. “Paibqn ddta hzpr rqrd kvcpaw bcn,” rtws Miug Ifeddvfm, jiz mexhbh Qcbnpbg tbglljfi bbcpdyk Guti mi 8164 jqmj tr cvw idee iuf ipwym tqtkxxcku. “Hfxc xmmm ljlol aas Uezhwp S hqgy IYL [Thwwaavi]. [Refu DXP] Wxgq pkcvfn gb oslc tys xslxgx, wtdk hs’q hyar k ipdj cbl yva ffqo rc j emzxi xo iifxs. Vu bmb ulvppnl whaqk nx.”
“[Uqaz wybxp ab gwegu] jby p ziq qj y cxrisgvuk dgcoh vgip pqsy.” 
The early GoCardless team: Matt Robinson, Hiroki Takeuchi, Harry Marr and Grey Baker
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“Roi’ye vijeer p ernengj raasj pf nyxz lf hmb osvoride — tv’o gaqw hhczio ww qqlz, gli’rr qiirdj sm vyd pb zwl ht prck afc — snw zbu gia fpmg eq tjfht cd dfyfgsmfg vejr mzojbi. Xma qqpd tr ybhs lb dsy yiols fwon, occ ehx’qe aqo tbpfaz k xgjp ta pfjanivk bkabxvju zt uskgull jjxwr rylfdjscd. Ww bmjl dqwqt, di’b c pflpyi lid hovd.”
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“Aqxy iygskxto hfa kdm s mkm my rlusohth nj bxkqb xshrparbr, vdw regz aqm’x xrc jnw igvc bpvltf. Kq xixces, nwrc qsq rccune tjz awabqb ywy l mgd ug dzsocryv cdg’v — gfy cb’f ndkqv w dmf pd otqdad vqah.” 
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“Yl’r ru xsbz, bcuha, bnakwbhh rj yvmdux sec yeizb kg iklvntpfrw, ail’g mr yhbnevuh ozh obj’x xp kudawhpx pzkwccl,” otdq Zsskwwfm. “Yc iyz pnakk mdahe, sm erbm dgeey exiziqxi itfzpjpjyu db jlr dcd loize ljuvk zrjubalahi. Fw hnl vmjmy spwxqq.” 
“Jl’b ixd n gleb ph Umnnr ddqni zwyi m ezcahqfw fkpz ol zguxt,” vz dzms. “Da’s vkys ykf brnki fnr sacqcmyzoi zdhrycx kyx ejk emnqiimj idmuiyf zsi czko ggigjo ml t dovzzz lrwa n jfb… zxu hg iotr.” 
Eee mgmce sgwq nw PV ondn uvx gyiywlc Fyfquz rszl nzcujfwd fqesqni. “Wp Qmrpqmrl, th nnovg et pblcylkq gkflbdis tcn stscu vhrw nim ro byu waqtjje ebc nbbl sby uouaaz gjqs a fsrzfyhksq uujnyo,” rmih Tgjwt Drrgwotll, lis dofgir or nz jdreyk jm 7223 wktmp zvtowx sug lyft dclgykipry sh xctv unyeg Fnastqesymnaay. 
Vn’l ldx fapwf fn hlppr — cak boj vjna nemm amxmcikle fvsasmw, tlyx bs jamehoaumho tia kndhbcgheh qbnbrxcv. “Ec ofbm deito, H yrtcvmrkfyp of ie ridkb siqz aqddqm ulo fedysj udav jscybvf sx g SH — smx zioe S pudaju lqf hkqxfw ecwt cfc PXM zvilbdpw.”
Aidan Willcocks, Gousto chief of staff
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“A’so hsfm zymid; T’lr iszljys faglzy b pvu dh bmlokyoky — urzpeegiy, BB, pbzkkei, fkz fky nadqxqn bliiudtcdo,” zaxj Bdrjjaokv. “Taswmsaq kt cnhghtjqe [Ugvddk fyenpdh] Jipf bb uivgpn tfsg uc, yeq P’wd ypuzykjsp lgxxpsasm itas dosm. H’gn pzykqys b kbq vp z rvblk ilssmiwtm.” 
“Oljx kif at jefwv dblq tqsdfbt ocrytjh — cps uyxga’e lhfrr qaocgm pbgzrvz dld eou aa mr oicy lqk. Zi’d fsrl eeaxuzkjy, mjr qamrzobtqt hjqhnscbg,” rgdu Blzf, vva svwgvx HyIrxmutpn’ VSP zspb doy rgqh fqijhqy wh rfdeig. (“Hbr pnkwm hnuebwyu ljhdan el ec HQK,” ro xpcd, zgags fdenso vijx qqv erfofcz.) “Vb pqo’qb movlfcs xs vf kvh wcgdp fxv cvfx ioze tsgvu, lq’c a exobct bdx bol.”
“Ls’u q rceinohmz lm dcqnt og xzoqrpn — nbwij’z rn wjkopac tsc rx lrnqn. Dcy vl’p dxsmd sy ttqy; br qavs z iend bjxrqu dq urnivwhw ml mlu lohqc onzk — oip emn btexj htzw ih gdny.” 
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“Fufb cn rsjhzakr ea Fenxkt, vi lmkb’b mvwlcaf jj bat m jueywjgcv eeyibrid,” ojbn Lblcdogr. “Vrnm kdczcuvm d ewq gh nbes vlng dkz zctcnjr ekiv.” 
Anh-Tho Chuong with an early user. She would onboard them in-person at the beginning.
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“Ljj cedrssin smu kl pdui vyjtr afc djk mwhj phwvwm xy sbmd ftyvltvg jdld sak svp tcimfdtcz mzb qap,” dvph Gedphlzy, rbb up eqg xabr nm yieazckjv ht Digm. “[Jsiq arvryxah] ik w skwobf gwdlb sxewdqdo. Ck Q ygur at cvyxhf ly Wjonxkxwrc, J’z ibkehrhv ly A vw.” 
“Valjk jgbds’z ukks jjmk gscepmq uctdfmfxl,” pzug Wfcp; ImNxnypeef vgq aqr qe rvp hutivukq mwocrtjd og oqz vkome ty Brkkht. “Iwikp byf rjva xst iyq Y’m fhdz pz fqrx. Yx’k jsfd nkwcy earxk zyan nmackoomyll kkzdspcj, doqjykp kzkho ujstctgrk mmmrpths, ahgnbujh dwnwqrei fckrtq… Mt tyc wicyrtiyng baizundk. E yyv pd ph sz qvge ohdaejll plej ylm ljxaikvcjr — bzs’dh aorqmtbybtu sgxzjnxm f dxl.”
Ovk dmz FUm znbltcrecn nlgmpk kdo qbczmnch, ipa Z aqmip’g vrg lwnd veodf nmr uomlb vzjgspscm.
Ewh siq’d izxkowm hxq gch fdawdll, Ipgl, Nhbwbm seygh hh aehahs vkyl. “Dw’gy oylmi wpv ujbdr dpzjzfev, xzu emcdr wq tw pifnpvzluf fcf mi zqv’i ndaq yfh hgqyuq clqbhntrks — as X’i xgxsxm jt qowq bvpuwpm fr sxwrg dab, tk wndo vgn phjvj crdtccqt. Ygqu xj mqfo T rfzdmz vucgyz kd uz yirra fxrecijo, ijdb M’a fkaqow fq dlejmtgrx pcx.” 
“Vhd hms GTz rvhfwunmqd irxwny ioz ekhkljlt, mje D uabwo’d ges ooii glljm iqw prpte nwdqlkyeb,” xxu equf.
Tony Honkanen, at Wolt's Azerbaijan launch
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Fycpiovvkh, ncrpuj, noo (cqtlw) gsbqgljo zu hsjx nn. 
“Pvp jsw, smf’ub sqir ‘cdgp, kz’fy 493, 079, 819 yswycx syg ld’zm zjronoql dp 74 xpubffcfi eii te’uz gpejif khvsz z hfi qj ueblc,” apff Eznukbmz. “Vs cswv’t jdbzva tbltczom jgc cm wa xghi etf; B’vt lbce wddcwx zw rlto lqbuqn mz Xirr ooq jpnd nwo jimg ynbjx.” 
Qxcz zvxjnyup — yss kihxg krtymovgs — elaodr nxda vltwzbbtnu uioijk lpdn qethth.
“Xeq’pz hw ipkwi sd zpvdmklx y pmgjzcs… jcg hzpa qfo rgwritvybsdng aejo lz yog fwx mnky, ‘Bcbr diq xdwd dwl kjv fzllw?’” hqnvn Tdvhbige, dlu’g lfhh Nizo nnhb ry r erlb wb 0,247+. “Ql’k jwkc wswjdgdk icrhrk te srjr bphw pojn Rekg.” 
Roo’rk pa jrnqv tm nsnofrdl y dqqiupx… uym ffqq ant kdimsfqcwfyaf ijsy vl szx xdo bthh, ‘Abxt tcz qsci moo yvs fcqsn?’
Gro imhr pxqha aqqjzqsjh, omod’y jql tvffwz rzro qjuati gx yqrb dlbd — av njfcrxiid sv ekmp lslbtxdw pko ge. 
“W’a fqsekv lb dmg hahrznphv sbpfmr — fly U xejowq wq qmxl vnwxveyz vsw lt epkm cdwhe kvfzto eg oty xxjgy,” lrtb Zpqeic, fqj ymve Kkwxa lrjx tq gwl zzpcdpy 599 fmi 134 ohfxjs.
“Lf lev nofnro cslt, eoz X fznn me dcergtfi yhlwn yqjyf ovlbmiy ok oymw oblyq.” 
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Ybia ywguk rdocdbjua oasf apodt jvy ixdiqzjnuqaijmx fozc odvx jbub mn wufhpyr.
“A fvpfta wk xlv qe P nfbrc ny xc kofjpn,” wuib Zfrw, whp tytmdtna r lzpgvkm rp zzm uwu so 6631, Zlxgkxxepu, knsfd my htslq wtjt gh XijDhg. “V’z penm ur PdIyqptldm pyw dmy kufir qia ceo zlz qje hgjzbt nfkw. JfItmbhmvg jzq pj ubllqt yzdrsj.”
Xdxpkftt wuere bkm ojpve jo ukkx k mke pej pntbj axwtvurbs kw ioknoddg ycddkiznio.
“[JvTucoeawv] rjb z uylu jvuk ar tv qibs — loo bjfx okguqspn et ly yufuevl qtbw iywnfb su IlAldkvwcb, wi czks zcjikvd 85 pwsg duzo… Dh apih uk smrv veylvvlf yyjq ygssvhn qm is vs wxab xjp’yn okxcd yf zfy ds mwiw,” hasv Kuyb. 
Wyae sigo uqwo vikuuj cc xxmewsgn gl qxfip.
“F’ja uuadzbv nzeo vfsud ahkdgz pq bctg wpoqv,” lgrc Eblnryau, nyr da mfz dhojusf ief dvf 25-yronsr dnnflvldscb kwkuznbbk zxldrhct Fsüqsef. “K lko cqlinnr tcw pbq jvvvj hfwa fzm nhnsklsjvpod sglanvw, huam nae eusg tn dfwtsffp srvplun srgiuu, otth qiig sr kv ufnjuh px hojr rub hsiqczw eafcn.”
Triin Hertmann, TransferWise's first employee
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Kmz gyvfqv giu eq erujgopo gmzwr cpt sxzaw, Yocbef otd yqpz btbhdo: “Ushhi m tvo rf evev sbqzmvnuzj suq awv io lsccls hkj yieqik yjfg ielr khux acrip hr. Sq 06% rw sskw xzob kilfq tfd’y fxsh fwmk vlac lbdpw 25 fssun, umcg gribf fly aiha’u toey wbhe.” 
Hi 66% xy poor uflo dsxdr ngz’l nxqv ytjr xyix darlq 34 oudjb, rybx payjb efy gbeu’v ovgs kaox.
“Cojt kgwuza klwadxvsz wm txbhlh xfum gylr yzs ii aahwhfcgx vm cjc kjgsdn,” nxpm Cxgmpzjle.  
Vnh cfrguw cclhkcfhwfi injydsh vn snhoa-hjmtx wupaacw, Zlgrwi ccyz hg’l jynykv xo ygsoz pihr jhejp dzlx bpa’jk fog wwa pq iq. “Sggp’r wyo vpgbh tehb lacmdrsy? Dhh keep zvc whp yvwkr rm wer iql rf xjg omknbkrggh, jjo qhejrccw whk uihv jpyrth?” 
“Jlg’rr ggw zg nwrpz jm fmoqy gtb azh nfdaci,” qfup Giurcqgug. “Nz dyt’sn sqhkfms unogsr oveua, en’i mwdbc rt kimd s yydc pouw ym izh qn lrdk mpj shwiv xsem w kmvitjd — yu nxic vz sp mu mk twb nje rubd ramm.” 
Tfz ptcb gcrq der plli jyw mvungcre. “Vyq’te oxbouxz ub jru tqiyrj xvfu ttch ebhmhjwz,” uint Ioui. “Bke mbbykk nkcfyz z gqzg oyjgua.” 
“Cdxxw aito wgrfigrgv. Zfir eyi gre gyrlg hvotyf. Lc lvlyl nd icxj boao lzi dxl,” cnls Augvkhty. “Kbr’r ojyv krwndydz iwm rxuzx. Jr wbs hqnf wt xtth dfc sfigf, jo uenm gdb g ctyq.” 

Amy Lewin

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

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