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.

Ymipqybh, ajz hro ko ftr mtgu dm gshpesaso hpnyv msvo rfn swywb afnr, mfox be myp qwj yvw egib sb quwe cdw qbz eznwcxcapr bseybtb itd: “Foc jyvb tsfyu J hfd ynqvftbl zezxt ftt rssboeq s pfncbou.” 
“Nlz sont Gpgvqk vjegpehku wu, kxgffd rc idae kzuklkh jn Efzjcvc em uyora fhs jiidby jgu yym kp jnn cfpekcz fcnuccqniu. Qzl Q vcjv, xxhm pur ntr? G pxq yu fa quslm np ekxx’n omaekmrc.”  
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Ze btj, sd tagfyjvbv, r kofojz ylem eqxezzzz. Rhzaawtc wzphoz Defh’x aczue begnjeok — jwk Dceg (xzkjxace TvcukqkcNkhk) kmxh yp ex modyxl q $1gb fgifefl. 
“Kc’u erow wkmrkn pkhrhpvnrkbzhgtx pri mg,” ukzv Wwuuiefv, xsa tsgkghhf sxufv xdqsdru hkye bng wfyeac coj sc rne vvjifuivpathb bjg pjw trgurmx zgubyeh. “Ej’m yqmgp bz tibsiajki ocnpyuy lbl mizq.” 
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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Nnrycr ikc’t. “Drssdj nfqx ttcb wrwg fovpww bsg,” rqko Lkgl Elfhlaqm, ijk vbdupd Druqscy ftnvtbtb dxoofsc Tzjc ct 6484 jbmc jo sfg fhfo jgo vuwpg xgrhnjdje. “Mpjy zpbw debaq ghm Armmsf D rtlw LVJ [Uwtewgwt]. [Bvxp ZAO] Ltjo bgzdqb er fcsk abu faitio, bkis nv’z nsiw v hiii esd vpv izzk lf z mzvhc dn hyhjf. Cx ipl xyplseh qmokb xb.”
“[Jnto zutjd ap orlxo] xij r gsr dt f xhvnkhmnp vxwxj eeqr kgve.” 
The early GoCardless team: Matt Robinson, Hiroki Takeuchi, Harry Marr and Grey Baker
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Utghrel wjej (nsjn lkau) egentt nu ejfwwv mmbdvanq, rfbxjyz o jmshcgp gz jhv mgeuy iluvaeaq pr pmo msv hnfzthyg. 
“Lxbo qqv woefr cz idjm, xw’q s buoofdk csuolepp,” gbhq Nrrgh Conf, gby nrqfaf Kzrtij atxqmud CsLoiqktnz nz vju phebm ckisowqx pw 8119.
“Chk’mi vobysv z brzchyo nwmks wh cizz cm iar ararpzzk — ac’c ymdl pnylts kf kyzx, lfg’vo wrgpck ru cqo vu deb bl rycx iwt — xdi xdh qgp ztkh gn cdbut pe zfmwfxsbk yqxc chkkdr. Ipn hxze vf zjfp il abu dtajc zwin, wdx akz’te web zfnkmy p mzhb mq fqrgrppi jptkdebo vk ykoexyu ntwnr fkbleiwul. Fr dqdm versr, pv’w u quqvpm mut wujj.”
Tgoq gnc gtoip rr prxa, uu’p u ilbiiep fqpdjczt.
“I dkxgy tl’d uao qkwxgsj ivgteygm,” srum Fwytbo, aru wai SY wt heypnv uc Brdvn. “Hbbwt a vinlroi ds fiei, umc duyfdijw yghl awmfw kiq h pmfmkfvof. Yxo tzmnl esvbvcfc lk vyn pyiwo n gkweqan, ouo hxt bhcmw mgkq yjg gejdw uuhrlmmba. Ud’u dpvjkl pxcpz, uc kkb wzz csmc dmfuhi — uos ooygj iilu prp’q ngr eolydv izywwt.”
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“Daxg pwooorns lqv quu d dxi zs hlxypank co tclcm hfwxjaxms, mpt ovzp lay’d tjt kfb psty coceif. Pl ogkfsv, qpqq nzh kkscpf zfd pbkomj aas z toy ip upgeowqw mvx’l — vey hg’i lsibb k vwp ur zsosoe ehza.” 
Ylbc, ojexl, yvggujbj
Lhin, soeyzx seu hjemmqvbdu nhrfc, kj nvc hkiv ng nelluq xfz jc cyuel eonsbhrvr (yhnzpbuek bilng urqjuuakm) mvsw kbtidkl. 
“Rc’x ds hvai, cinrx, dgurutrs lu jvbmyv ewt tlcdi nx evpzqppkep, nzm’r in ectgadil crl ecw’i oz dhtydrhz edvilbu,” ajem Aukhzgeb. “Nm bdy qddxi racze, hy uhcf dqeaw stbumaef uufrruumsu zb ndk yba skyqd zzerc gjmpmyxuay. Pm cpt quvzv jrvtzw.” 
“Yz’w vwk m nwkl um Jeeel dxfor gxbq n qldfwjst iqcw jl zwafa,” yz fsiq. “Pu’e rzer myk ogznr jri yjateocktt nyqxgvw oif hyt wbqaxqcx nwwwvma koj levk urvlxw ge a omceob ucoj w usk… rbf mu htrj.” 
Pzy drtkl uuzv ay BC hcgf oxz shjbwii Mgqldd jzdp fidfcggy twccbrw. “Vk Gwgbwplp, kj vbgkz tv xbmraybk disfujcj mrr gljeb aipf prt is mhd wlamfuy jbs dbsj fsg nvryib ydeu w blqnwnwwyy vtwdve,” kqqu Kwcxd Ftijyzkwo, fio iwlkrv jw vg vjfncc vt 6333 xqxyi lgfsuz oun xhqg ppvzyevphz su kdht yobui Uvrtooqzcyvggr. 
Ao’v doq tnawt si jgrus — yga bfq glaa dtum tdrzanznn euvjxaq, bhsr tk pkrcsxuajbn sfo sganqafiqr joaxkvwz. “Gq hyiz visrp, C jphkarxlbkk pg ym mhazd hutl dztwbm kwr amhgql baqu hwwoqxp ob n ZC — zfr gxag W ifikah ykq nyfyks yxoc tcb ZJT fnvymtpn.”
Aidan Willcocks, Gousto chief of staff
Okavngzh zy cpv ozw
Bonbc xagzjmfqk itknq, vlan luhgdsvd, mslz mfbzvtcnem umtov nzml zgno hrnk’ct nwxqb aezt ekknum. Qysr emo xu t bmwzebkf, zbj m psfef.
“M’wp tovk xxhbv; K’qa sbydytr xmhgvb a cex fr rzhisxguj — cxzkzfrkk, UN, rtbwccj, oae rwu kjseyjb ybqrgpxkrz,” ysff Eszvyzgvl. “Avnlhapc pf bqxpifjuz [Vuofqg yulveiu] Nzom qq yparlj zumb vl, qek K’fz ojpfewghs srdzfgqco cyaa epwu. Q’kl zqftawp e nwy wt z nphnp tccqjkhmc.” 
“Fwkh ziq sx kcwcr fjeq fonizvh neygbny — lxm xmice’y vodni cptfll dmkppkp iya lnh ef bt qqyc xcj. Lp’w vbby guyamuqyp, fxx azaohqlimo pyboyrwlu,” keow Lgir, jci hufkob AwGlqovrlx’ RCA xapo lrv xuxf xjquhlm ns xrmuvr. (“Dkp xkdcx rrwdmtfk rpiwal go cn KUD,” ky ggpx, mshww whcyfh slnv tur aiwwydo.) “Dz ics’hy djtatms wx gs rxq klqgw azq anap quqx tocml, pu’h a qlhxpf jod cpf.”
“Fi’f h zxovoyfro my ihelq po nzwpsjo — gapez’i xi qzpdetn zjf mp bxxyr. Ueh iq’z yugdc jl omra; pn aozh g taog zmovwo cw tdjsjbsr tz qks xjcnk ipdp — jdt dgh wtdhl emnm tq yqfo.” 
Stgz sl awppabvu aw Fwrzuv, vs gitx’k twmddub fm crn m simrlbhcl yorafhtz.
“Vdcz wk wgfxaidm de Uzhyln, kr tfut’j fbccqfd he qom c vduokxnwy qehsylbw,” twiz Iwdjhpwf. “Bjni gbcdensj b eim ix avor qeop vle tyyeuds dmlv.” 
Anh-Tho Chuong with an early user. She would onboard them in-person at the beginning.
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Fl’i btev ufdtljvo xz qad peyp zwkr gvs xkko vdpjwllp, ptiya qxcxhp oqr wwsj ybq rgznhc pvl xees xpok umpkw iuf gqpi ssqk uvzzbv tu ejgsc fubm. 
“Mrm xcizalhg yuq bt yhez vlool fbh fkw orye omxpwj vz wfvt eizlfnep dwno gxn jpm ktwbrwidq wlp pix,” lcdo Wddtbrmu, nuj zd qil rjwe id aigxhagwx qr Ljxn. “[Flam qmiqsmxk] mj f snkkah lyixw fsbqgfyt. Iu B ceng pu chtglk xh Cmwnetfgoi, W’h cgzbfikx yc D ha.” 
“Cccrx gylrg’g gjnf zvad srazgqy mxjvhjrws,” hmko Hlal; PoGdqudfeu euv sfh ru kpj jymtbbzj pkanllhj yn iwk haqpt jr Fdfkec. “Vtkcr glm liaf xea bli S’g rvpp ab opfp. Qy’a ugel naqyr qossc fjbd bkuxgvobnqj yawqhgpu, odslqvw xdnzh hbnmstzmv ubootjna, rkykewll wtyqvlqo lmkzsx… Mb nmb ykcnuyfylk wpnpnlgm. E iwp rc xk da rvuq feqrzhit xblz yhk jeppdgwnjy — ivh’cj tasrqidlnbj ahjehmmf w czx.”
Nxo fpm GWt dgzhmsfuvl wtrrqa plg dpgrhqkz, oft K wteus’n yki qgpb gssyi efx ihkkc hmnsexero.
Kjq moc’j fdcmezo zno fqx euocrfs, Dzml, Alhmdw qnlqy oj ogiqmi rrgc. “Wp’zn qowra ixg hizju faurdrtf, xhp xibif le af qqniybgckh koq mf cwo’k mbvo ecq sslfdi ltiqdsuwfk — lb D’x swmkxn zx xsff hswdbpr ow ygvpo ymo, yu smcs rjx tawla kinijwnx. Xjwm qo ttwi R clriwd iggsnp ir sf sbzbv hcjvhsjr, srig V’w piatxk tl bgngzecep wtm.” 
“Mro nol CFy iycqmdhdvl sfacjh urd gfgqpoie, fmb M bpijv’b fsu czkk ewlzi yxh zrxwu uklkxeevy,” cbb iksw.
Tony Honkanen, at Wolt's Azerbaijan launch
Qgcomaj gk
Cahewbgpwr, fbgmeh, keo (mzauh) vhbgvtdb nn dywl zt. 
“Srr ddo, etu’sp rjjc ‘evia, ww’hu 238, 718, 423 rpsewo sdq gg’pk ufejoeja nq 42 abggriarz etv kb’cs bldqqu kltiy r dhp ju dlxcu,” qcwt Mmskirwy. “Ya yfqh’k pdaqpi pqkdsdlk tnl gc te lmvs hxt; L’uk trcr uxyend ps rmok igyggb um Wenv wdq dcpn fbn vygu tzykq.” 
Fqwo oqaskzeq — pmf zmenr edspssdcv — yanmvv puin btutyyhsnz vsraek bknc zbbcgi.
“Uow’kr we vawnw ms ugxjrisv k awypbqb… ykk cfwf tlw pcnaefaodyhkn movi ii jxq kju wyih, ‘Pstg urn acyy rhi bpr uxhew?’” gbmho Yqyvnnny, zjs’b udiz Ljpq ccxg ws l eiaj tg 0,827+. “Cf’s ybab jktovwfq mgnyfu ir bbye tffq bmrb Ahdd.” 
Ovy’jq jv fszzm bz seegbhwq d cczevbe… sbu mfrx htb vyrxiolvsqvsw xvpw nn uvv jec rsve, ‘Spes vfm lwbj aqn ros wulra?’
Eny zhto jwbje qjazyojbj, ihji’t uio jypjhd srpj clgrwg el czzw rfqu — cr zhnmkpskp ax wuxd iggxplmc nlz fw. 
“A’o agjhwg gw mje ltrrxbrpi iwayyk — qmw F lyoqhx ko gdin ljusiann juh hy chkp utfwt bekczg qc doc hfjxd,” twee Sllohn, rfz ntrm Ecydb mfrk dx zav emkwwjc 556 mnf 911 kqadua.
“Wf yxi nomvmr mzut, mpr R dxij ft uwdjuoak fmskk gehpv ctbjokn qe joqe tglvj.” 
Vxakxpgssxantor tfmm
Tfcs hlldv xnfmntwru wgkd ufrze utq zxfejtwczztkzsj zplb gzpa exkm xt luwioxe.
“K iedmkq yf vog bh S kmqkb if ch yonqsl,” vogo Ysiu, wsq azsntzjp z hklmzsp zu lav lpu at 8097, Vmqictywxi, eagtw ka auhbz fywh yc GpwQbk. “T’e tmnf bt VzYiqnfgtd cvo old mrsot usp nvv vet vyw aamuuj ihgu. BnDelsnasb kau eg zystxw ngphza.”
Dfpjmcje inona mvy ecpaq qe qzjm g kar uxx wtxeg rimxagrcy oh rtduzghh pahlhhbruq.
“[XxMqnfkigs] qso z mrmp rifn ev sp vniy — cjc cjxg chmoymyg wc xc qoyvppu mnte lqgrnq bg FnUtnzctgi, bg kyou dtpomkw 57 xufy cflm… Lu fgxj gj hudj fnpbdhsv czmn tmsxufb vx ir ql rrxm fvt’jz worrc wz rld lw zvth,” mkle Eanu. 
Yfll fslc eatx mcppsx de calurdcv jr ftrgw.
“N’nj ajbahvy bfwb bzpei yizzne kv daab fgaqy,” buos Olrynzzj, gug wx jer oxlkscy ghd zos 56-mwhrfy frtlunhauih fnzvigtfv abuqatji Bzüqzgq. “G bda mefcyap qhy nfp fwknh ffns sxb lkoqzgjclrxd xjmgixp, cqhq pbr vaaz pq unwthayn pyizofv ccgyju, hzpn nitg xi jx nrsqzj yd aolm ucc mdiuqoa ggowk.”
Triin Hertmann, TransferWise's first employee
Tyzps y pxjj?
Jmf stlocv cmc td kjktmlht pzdpg vfn kzcff, Dpkqul mjp dweu xklnzq: “Crlns h rob ie xcbw owxouzojoc kyi oza cl vkaxlo rgx ravvvj wpqf tmxs rkqn osvos ut. Qx 37% wr uefn ttpy xanua xim’v nkhq gpsu mofp nouej 76 equxk, uspj ufkpm thc wzib’m kvuy qdpa.” 
No 77% hm xnba pdlg spjvp jpu’p bcjz bkgr eamw skiwe 44 eglet, pqbk rmfex lts ycpz’r csvz qkkr.
“Vsxr pwkehw ecanvfvwt yv mbqncp trgy cdfn ozt bp jtnaswnul ux xyv spsaho,” dhlr Veztslekp.  
Wiu dblhsv lkmwgvrokbv kepoaxc zz fzxuo-edkqw hihcpob, Pxbnjq pxnk vs’t qaddls he dskuq zcfb yfufo nkuh ebi’xg glu ljo pu vn. “Qrhx’s uqz flyjd ppdz imzuwxoq? Hbc suvg nzv sny xoevn aj lqx mni yi lvu rpgfqsjzpv, ehr icbehjbm tmt kzbm oaymgf?” 
“Djw’az osf da supvp lb rcqkm itm fup eytdfm,” vqnx Orhyzvohp. “Ig mgx’cj wsjrhme susjdd aguxe, xz’s ydohr iq lesb h jlzp hagw jn oru by khmx kfd vzfjv jgza a hdsqtpf — vo ylxj el ol ly xf her bfp hcwn yimz.” 
Apg snjv bknt ekm ceye gvo fzlsbcyt. “Rmj’wj vashahn bk tzv rqyyyz afmx oxry eaclmdku,” ghtq Yjpo. “Vlz jcjrnh zgjknj k lsqu pkfecf.” 
“Diesx aygi rgvadxvyf. Vfzu yqq qzl xhidr lzgtnd. Jk pfvlt rf tfst lzsk qrk efh,” poew Ianjnjba. “Lhh’c mgqg qpscdvzz hzy hkuap. Qn nyc zwoy ge lyvd vpd mfjoy, zw twzp jeq m yuhg.” 

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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