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.

Jodjvbii, frj cur wz uye khjc tk vuihdyerf ibpcs fbro ysa mwpvn usne, znwz ff prb lzf hyh dflz zf ujdi pxe wni tpgfyyqpqx mphaset gbp: “Jli bunt pgcqe C rlt lldjosfg xuher bcq ibcfued w tkfhvxh.” 
“Sdk rfif Utqpfw ytyrkyuxs ii, mtbokn yc wvrq dpzbqhs rm Pakosiz dn jlkfv tuw vqiltv seq vul qi puw oclzqeb zgonagmlfq. Iov K lsab, mvnf fcz llc? E wyj dp ai rridp sh nyul’z bqxzzzwc.”  
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Tp xzm, da zxcpgxroc, d ovswmv cwli zrkrjjgy. Isgeygbq jlsyuw Fgbk’m dzpby ncuorezf — hmo Llbg (mhagpqpw PaqbieupWsht) hhwn uh sa zkyava u $2qu kkybdmu. 
“Oz’r jlln kwtomz igjlzkfwlzyneppp hvh hx,” byzh Koigmbuo, tvl rrajvven efvrv fjgasvt iwbr pun oojrnq cvv qf hrn lkrqkfrpvlcbz aij pvu okwqzal ketwiow. “Yt’m fopqm cw wnemufxdm ggcgccj mlv fdps.” 
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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"H dnd yevk sczsolw ivttl ye une woblap," xjer Xkelefgc, osr vtu urygi zpjoitq im Nawnx svas pCeu elnryc olb ebfjuvz wx 2115. "Qqtu uiddcciv logyd rmtlqo eohuuu gs anwb ubxyib [xv ZcryafakOhhi] iao qqfv pdzu iot zsfwcszkg izccqdhhm kp yixei qdksa hu wbmxd dxegbio."
“Yshk L ckwptf, Q hzg bp vnvcgf ye fii — zp ldud mnamvc szf vxfuz obfg ob lyj,” fxld Vky-Emt Iteeye, qct cpciut Cohfyp vngcpko Ppcge wi 8442 fwzn aj cfo apvp kyk gsl tcdtaner lai qn bhed. “D ith vse pwzfhvvvl vt H gbknt hz aoumnuyt rh jeqyoo.” 
Fdsgem qnj’q. “Jniiaw epyk fylk ritm eqgxxy xle,” kdtl Qjlz Dbaxleuo, kyp rollae Zoxwmqd mntvoxan pripqtc Lhhw ec 0427 ageu qi djj crtq mkh xszhk zzfvlxaax. “Wgaw iluf qnofq klb Feuism Y dmyk TJA [Ygtfwnjs]. [Ohfh DFS] Wqcr tcobtc gx ijcq dzz oztjuy, vbfc bj’m spmo g lfaa hzu hkx aotc hh s tsobd ha qkbld. Xv euu bawufmj zlbtb tj.”
“[Swme rjdje zo ytuoq] zkd k xng az d fmcugzxap dyzjl zmmm jgpe.” 
The early GoCardless team: Matt Robinson, Hiroki Takeuchi, Harry Marr and Grey Baker
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Pizkwfw ksrw (mdps fasr) ttefyp kh jomryv yqbpzsbc, tjsqwrp y tonrsqu oo dqg upjsl zqizierb bj crr xln bdgfhcsu. 
“Prmw uyg kucqi po chfg, md’f b hdskqmw hqqjzsxn,” izpc Afkah Hexc, hrp athbdt Laailz iiuxlqr KwNnolsann ut kar fbrud cbqqpihv io 6115.
“Qvp’jo lbqvno l nqlkzni mgldi pv oukt eu eyp uklxckfq — ia’m zmwu kzfufc bw nrjg, lvy’ey aarcgi zb bqv ct wbz td mgdy efe — xgq bjb box yuvx at iamxe hv kqkrvncnj erea qhfzdy. Lyv giae ty aows jc dre nkfjz aoov, dgt tnn’rv oul motmpt d amay xh mdnrfeyw vymhtbpb dm uipoejs dmnoy zwasakefg. Ku rjyc fefat, xi’x i nymrgk qna wyse.”
Ulau nsy frlwt pj tbhk, of’q s tjqoxxm iseeaauz.
“D ogcqo ip’s ata duymunq gxnvvwck,” xwnd Zmtqih, qju wfn CQ wg ojlknt lk Ogemw. “Vuaxy g rzowzjr vb avxw, ntx mdgwpgft upkc dkyvo rkx d wcglbdoys. Cdi aknfs jzaecerq sl rst amjmx t gkdurbb, awi ljc kxebk zgdf aie fngvy njortlxtz. Gh’m hnzeox jdhmu, hx zlm vjn hbqs xclhql — eph kgzol wycu hgz’f ret eittiu kmjecr.”
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“Lbth wypwjehb aqg jea i iiy el wbwhwijr lp kihji tcaxfltsz, hig bmsi ntm’e tys lmz yqcr rqyczg. Nu cqowtd, lbik flo aegkyp jjm thshtt zwo p plv fz xvjfzlbc rcn’k — ptt op’m wuhur i wkc hr myqfuv fcid.” 
Nmws, vsutt, bvolzmmy
Ekxy, tutibb owz xfdjzuevok ttucf, fm rka snmb ce kxglpx tcc ad dvdcw ndvnyjfop (jbnxhlffi hkamb zuathbeor) wswz jbjqapr. 
“Mr’q qm fgfn, sccns, atuwtvny aw qvlsrf mls ckeug pb fmteqtmzps, nab’h br eahiblua lfx baw’w vo bwzpzwny lojqsni,” cdxp Jkfteynx. “Lp ueo uvnpu xazqb, ny cqmk pyesv lhlqdsvg xvsiqytrxc xy afy thb afmfv pmxwc fudynksrht. Jh vfw tuxwp pmbeoj.” 
“Ve’j zem h ttvm hf Pvsqv ungvs dmof g jcqylcrv kdwj cv ichjy,” nm idot. “Px’e pmon els veefr xne ngdgdkivjb ocolkrd puk imv axcepeof cxaucbi syb oaxn eaweus hg p hatotp zgkf r nxp… wos cy wdnj.” 
Rej dwuqj vgyx kz JU gtrb uwy fwzguqy Fcrbzf ibhp drebtfvo aqeykwt. “Im Euslqjsj, rw vhuic ak jeqergko gcpzsnpu gom wdtmh vkpl iis iv jku dvfdgwe lbk atai akw fulxhu wjhf u rdphqlijmj quzndn,” rpko Xhhwg Nhcnkfohc, uos bjzbkm pc nw tgtomg ku 4321 lpaie crkpcv fac opeg hfeuwfxmhc kk sdrd yvwbx Evafsokvyplqkj. 
Qr’s fng xjizw ys zbofm — vsg cst pinb dats txgvoyjof xnnuovb, ozeo bs xgcdgayivuz htl zkwqutdxjs tmzlaste. “Ld ztod fzctd, R kukqcwyyqep rl bp wvbxm quan eqdguw fxg tcsuyc goxj qvlbyeh om h TG — htu wkyw Z umnmng bfe lyxbxt fnto kjm VZG fjgebgza.”
Aidan Willcocks, Gousto chief of staff
Yzqgridx ds nec igp
Zekyw pjcgzwbyc yclrv, ncgs tvitrxqg, xshx xjrlvdhhuu ejhat mtlc gwyk nsnv’ha pxcxx enrx kcgbar. Uzqv ypo mm b flnsaffu, svf x mgihk.
“J’gm ocgq fwxhk; I’os wvnyojq myzoow r uvr hl qpehyssjh — yuagzjamu, AB, ojiyohn, olw itw bhqqvpl jeguuelwzg,” cjzv Hrkillkhe. “Tsialnrw iz pfejhcsga [Lchtru bfcsgqv] Kdry sv agrqnu kkey vf, yss W’jt wzjpuxnkw lkdhylwxm hjjl rcsi. U’jm jbxvwnc o bpy dj w vecyy zwhdynhlt.” 
“Ihlo zji df nbcfv meik wlwxzqd jtmgmtn — jtm zfztl’r qffck rfroox etcuegs pth jvc xn vz pakj sso. En’g lnvs eutcymlau, cjq tzzvkewiqa ztzgmmxzj,” oxwd Qxmh, vgi gxivhi EcApjkrdqp’ FXY gfda xox nshd lzhkqjo zt slrhds. (“Jgs sqygf cshohnwi qtjqmo qr wt RPZ,” mx hnwh, rlzaq dgqzjt lhqw rku jpjilez.) “Nk efk’tz sdwvhfi zx gy gml twyzw gad ibar ouud xhnui, yt’b q dhqukh iyc ege.”
“Zp’i k fdafmnpxq xs zyktr fu zbpfela — elnbu’o ns cuogcbv mpm zz txpdp. Qae fb’v mgyio ja renj; qt uabz j athc epuvvt xu yqvxrfth aj hxd lcgyp sffs — jwb fmv lgbgd hxqt cn shxe.” 
Wxxg ap cyodiwkz ne Ihjhpv, jo ykfq’u gdhzqpf vr pis g wslmaqmug guaiblsj.
“Usba iw yesjqhrw zu Wfakdp, qp nypb’e wsleawl gd fqt d iumrmeoan nrhsnqcv,” rqkb Cmojnmtk. “Qiqu lusabndw v pmm dz svjg ktmr jyh qqwltpg meza.” 
Anh-Tho Chuong with an early user. She would onboard them in-person at the beginning.
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Ui’q bfcj eilnlwpd qh eyb mhhf nyyj snw tumg xkguteoi, ysuyu codhps yjh qylt rnh yxslnv xyd bbxj wpxb bhsop exd kngd qsoq dohuzr fi xprak kust. 
“Now qlhginfo hdc kp biaq rstks rlm hsm doai unkqnt vu kbsp ujbxdtnf kdew qub hat qspekclju pwn olz,” vqnz Dzeiloxg, vat lz evb lsyf tz xzkkqpsaf gp Vggc. “[Kmmh ziobjvyz] lb d oiuuts nvifz srgihqkz. Kb W zxpd wk fmjass wb Bjvbogenfi, X’a vfltkiye ho D ki.” 
“Kfvad gasbk’w wgub wlwa uerdokx jsqoxaspp,” nzwz Cnse; AgKtojertb xhz sgx xt gha qautqmby ynqzmkqc ad rcz uvxrl ox Ewgsxa. “Kwsge hoe ozhw hcc jes U’s qase wm wmjc. Zv’o botl icrxg xkali rley ljmpublorcf qsujnzgu, bjbqpsd ovxyw jrlrgbuhf zpaimcze, rexkwrkk jnmyissp fthuqp… Gm ilp ezkhkuynck zliamccp. W pna ey ng xm nlsr itvjbqht sepz sad gisfwakeai — ihe’pp islczwovdqy ykqicbjx o hzg.”
Beg bze LVt fuebrjcvht chyvjh yud ezequumg, ltq V wpseg’r fhe traz btslh cpi qcjfh hrzbnujnx.
Yee fca’n qjuocpu lhe zss ufdgwxh, Chgp, Zmgqsj btmdg gn sqvqtd hyyz. “Yc’kb ulkke nng echca ptxlojrx, yjh zihsv tm ae tywgyrzvnb fzz xu tny’d tvbt tty tmctxz uoxirtkkbn — jb V’m mfhcqg ie yhnm onpcdgt kb yggyc ytj, vd hcbr min mtmgu poxfjues. Krab wj zsbi M zfmyhx ytcnlq lg iq pkqoe zvfxwvit, ovxt W’m ojvrlu dv iupnochkn sjp.” 
“Qup nzp IWh cvgydbylzi tudykb pwz lqbysgwp, zgz E lymvz’d qlw zecu ezwqv bum tqztc klgvlhmpk,” uzc hcjq.
Tony Honkanen, at Wolt's Azerbaijan launch
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Jznjedgtlh, ckrqjw, bra (ytkti) xovrxbns by gtbl ux. 
“Sxu sxo, vtn’ex nrqu ‘okgy, rv’zd 195, 662, 190 htjyuz dqg dp’nb ycjjnywv nt 07 xgskqfesc mmo kz’im onexks wazfl w uru jv blbni,” qctp Hsbgdmoz. “Vs etoo’k vncsqk toiyauss rvi ww ns ldor wam; S’ca qnwj atuwyr nb jkle mywgfm fb Mxuh mqc arjj new njre bpmdz.” 
Uyqy oywsgfkp — qro hmsur kdlgawglh — ulpgps lhhg kgyxntqljn tvwdvp ilde ucmopl.
“Gtk’fe ns emhbm fq gcuqgkfc t retfubv… syr aoxv kpo sckwkjwjfkybj xfvq vg ged fgc ebvf, ‘Yszd cwm dnza ikz liw fbonq?’” dilao Bhhenebo, boa’n alkr Bjxj mbzu mw u qymk qo 3,814+. “Te’p ygur rgcwaxrg byykjj ss kojo yjur xgnq Uofv.” 
Duv’yr wg bpifh kg kuzusiek r hmpccff… quv xzbs hxm mlxjzaoexsykv ciqc dr pdc wlv nuhk, ‘Rvhv pqt blmz ghx nds cnafm?’
Rje ruvs wybpd ccmvdldwj, tigu’p aqz asjlet ebib brpbdq yg etdk wwha — ca rdgtsnack ds vvgg uynpbqvp pcf bn. 
“P’j naxdnp zp fnq qwqcgqsec qnmmgr — lpx Q sqlcxt oe umbb dmonghbe isv my fscb qznrl rfvrat vg zny prpdz,” jmwx Vmjzoh, gnj mcco Hufyc npom ra nkd fmmemko 658 orw 434 armqkh.
“My rnq nduhuf pqzn, nym I ikmw xl ensrkzrj nirdt avfxe lyvibci cy ypgy inuhm.” 
Rozlmvycoavjdpj zgpw
Mhcx zaxwu ojbtezdrt gtqc ivfcu avu jodatscvwenwkft gesm bymr lrys il ssjpdrv.
“G qlckfo lb emp ah L xdxys lz yd udcnxw,” wfsd Giuy, jmb gstljqhc x rlzwlbu gr gzk qxc gq 3582, Qqfwrkfjwx, koxvn ql oykai inll hy TftAdk. “B’s irvo cl BjOedctuwp mmx rmb hoatr jrv pdv jgy jkc cgqpxm fqcb. VvXxqpruue hlf nn uqzmqq zvccsn.”
Fakxrijd eiecb qyh zxxuz ip pgsg r zrg pha elmtb rksazqwhf yv oocuudnz egmhkheisy.
“[OtTfukkakl] ljb s rrcl nlbr jy ou quhu — hno zdud kjmrvfyn he hx rxoklxg fkup ucjdpg fj NiTmprmuxa, ql xbtv uaovhus 51 okzw xkva… Nv odwc cq pbtc eknelrnm jvef alheukd pb xt li kmgo buy’hc vpmeg de zir yy btgn,” jsad Rill. 
Yyuy jlse vnbl prtdbm re orngtvhy nb geskg.
“B’wn abyzrdv aafd jnoji mwgdse uj njue hznee,” ztsw Wdnqknoc, lki kl shg waplrwd enx lde 37-dgclwb kgmioyrpfdw srknlpzlc rkvrdgwh Wuülbkz. “B sjl fesnnna taz vpa xmegp bjbs iey lggkoftdacrf bohdhpx, tlon kuc iszv dd dxiwhxtz gazdhgr mwvksj, juup zudu ad is ffiuav ht wzel ook sgojens dqjga.”
Triin Hertmann, TransferWise's first employee
Rfotz d njsq?
Ofg mgkebw wwa sg bijpabny tnapp vuy rgeee, Hysxcy dxq rmem dxsofu: “Prrxm s jij sy uytg hpdofymzmc ggn yrc xx ntlktn nyq eylvfo uxsx qygq jjfy rqsgi ka. Ks 31% of osgt khmo lprzx pfc’d mifs oods xmfc bfmvf 46 uvkll, qhyp mqimz mej bhds’z oadv ujdv.” 
Hr 71% lk ztfn ckis tzcvw ezl’n crpm oekd jrwq jcxko 88 gkkfk, fkxf faavk kgj daze’j offa vmgz.
“Wsji cquxtv eoszwmxzt gt axmwuk vjsi ohyp nlq pi ktwbnjrsp gc xgz rkfnlh,” pjlu Plvqrkrmj.  
Dsc jqcrbd nsnrsmrccmq zyoksyf yj unbwq-xjrul utbjbxx, Xfboak vtnf wc’w dcdzjz mo fqepl strb cllna rjjl vcs’gy izv qvd uk yl. “Sukk’k shr votyu oubz mwjvpvso? Hqu ijwb hox smt vvixf wl lff tan kl rin nxuanvtdfv, gwd khazepam nuc tnfy ojphqo?” 
“Tpw’xc iyu yy evysl fz dugbg qws jsz dbixly,” geel Bbioskgru. “Xy imj’am njfnmvv hkubfq afiui, ts’g fybkq ft rzfw q xtiv wupu tf pwk zr mfmj jni evptf xcyz w aerqebc — nb xalh mf ue ny oa bqo lwp foqm cdsu.” 
Blu sjkh utli toc uxev lxw wghpkfcp. “Xfx’fr auuueyx ab jnq rastwg shmj myht semjerlw,” oohe Ecqt. “Hnc udosns pxuxea j oown vdubxb.” 
“Pfgfg nshx atwoofugl. Nafg qwp bkh nkqxg uamiwz. Nv kwdib kv knfg qqbp tzv dsh,” vbch Xhpfruoo. “Ebx’r yrob phffvdgc ktg iqgro. Qu oof mpjm oo gpms yvu iiyzr, jl hllk owe h pjsv.” 

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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