Jae Jensen-Ginter: An American creating content for the public-sector unicorn in Estonia
A content marketer shares her unique experience of moving to, living and working in Estonia – the country with the most unicorns per capita in Europe. Jae works in content because she loves words, writing and telling captivating stories, especially about Estonia and its tech ecosystem.
How does someone from Oregon, United States end up in Tallinn, Estonia?
Jae first came to Estonia in 2014 for an exchange internship while studying at university. Working at TalTech University’s international office, the original plan was to only stay for a few months. However, her curiosity about Estonia kept growing, leading to repeated extensions of her internship until she spent a full year in the country. “I thought one semester would be enough to explore this country that is about five times smaller than my home state, Oregon. But the longer I stayed, the more I realised there was to see and learn.”
In 2015, Jae moved to Finland to complete a master’s degree. After graduating, returning to Estonia felt like a logical choice, thanks to existing friendships and stronger job opportunities. “While I enjoyed living and studying in Finland, I was constantly hopping on the ferry to visit Tallinn. There was always something fresh and exciting happening in Estonia,” she says.
After moving back to Estonia in 2017 and working for several tech companies, Jae now works as a content marketer for the e-Residency programme. Estonia was the first country in the world to introduce e-Residency, which grants non-residents access to government e-services to start and run businesses. She feels honoured to contribute to a unique, trailblazing project that empowers people everywhere to become entrepreneurs.
What is the working culture like?
Jae has found Estonian working culture to be very flat in hierarchy, especially in tech and the startup scene. Projects often involve direct collaborations with CEOs, and employees are encouraged to bring ideas to upper management. This openness creates a strong sense of impact.
“Even as an entry-level copywriter at Pipedrive, I was trusted with tasks across the business, from the website to the product interface. This allowed me to grow fast and gain so much experience.” Jae worked at Pipedrive from the time it had around 300 employees to the time it became a unicorn.
Besides the growth opportunities, one of Jae’s favourite aspects of Estonian tech culture is the slipper tradition. Because Estonia has long, snowy winters, many people take off their outdoor shoes at the office and shuffle around in personalised, wool slippers. Jae now owns several pairs – from Pipedrive, Bob W, and soon e‑Residency. She appreciates that this comfortable dress code, which also often includes jeans and hoodies, frees up energy to focus on more important things.
Jae also noticed that communication in Estonian workplaces is direct. “Early on, when my supervisor said my work was ‘fine’ or ‘okay’, I was crushed. In the US, that usually means something is unsatisfactory. But I slowly learned that in Estonia, people literally say what they mean.” After the initial adjustment, she came to value this transparent feedback style. “Now, I don’t spend time guessing what my colleagues really mean. And when my boss tells me something is ‘great’, I know they really mean it.”
Why Tallinn, Estonia, and what was most surprising?
Jae loves that Tallinn, as the capital city, offers all the amenities you would expect – embassies, an opera house, and even a world‑class film festival every autumn. Yet with a population of under half a million, it avoids the crime, pollution, and heavy traffic common in major global cities.
Getting around is easy. Public transport is free for residents. “I commute to the office a few times a week. I just walk a few minutes to the train, ride for eight minutes, then take a short walk to the office.” It is a calm and stress‑free way of life. International travel is equally effortless, with the airport just five minutes by taxi from the city centre.
“I also love that Tallinn has such clean air and is surrounded by the sea and nature. I can drive just 20 minutes from downtown and be on a hiking trail or picking wild blueberries,” tells Jae.
One of the biggest surprises was the extreme length of summer days. Before moving to Estonia, Jae had never experienced Northern Europe’s white nights. “Estonia is the best place in the world in summer. Seeing the sun set after midnight and rise again a few hours later is magical,” recounts Jae. The long days are perfect for concerts, camping, hiking, and evening walks. Because Estonia lies so far north, this also means winter days are very short, with sunrise after 8 a.m. and sunset as early as 3 or 4 p.m. Adjusting to the darkness can be challenging, but she has come to appreciate the contrast and the rhythm of the changing seasons.
The Estonian experience
Moving to Estonia has shifted Jae’s priorities in life; the pressure to live in a big house or drive a fancy car, so common in the U.S., no longer feels relevant. Instead, she enjoys living in a 100-year-old apartment and using public transport – a lifestyle that feels both practical and grounding. “I appreciate that many Estonians prioritise spending time in nature, being with their loved ones, and taking care of their health through exercise and sauna,” describes Jae.
With a population of less than 1.4 million people but 10 unicorns, Jae has discovered that Estonia’s tight-knit tech community is open to international talent. “Even as a foreigner, I’ve built a large network that has led to plenty of job opportunities,” she tells. “Having an international perspective is seen as an asset here, since many Estonian startups have global ambitions from the beginning.” She feels that her contributions truly matter, both in the government’s e-Residency programme and in tech companies with global reach.
Locals love to say that we are a digital nation. What’s it like living in the #1 digital society?
Filing her U.S. taxes takes her ten times longer than filing taxes in Estonia. In Estonia, all her data – income information, even recurring charity donations – is prefilled and linked to her ID code. Reviewing and submitting her personal tax return takes less than ten minutes. Read more about the Estonian e-services.
Estonia’s unified digital health system is another aspect Jae really appreciates. All her health data and prescriptions are stored in one portal. A visit back to the U.S. was shocking: picking up a prescription for a family member required multiple calls and trips between pharmacies, with the doctor having to resend the prescription each time. In Estonia, she can walk into any pharmacy and collect a prescription with her ID card.
Jae appreciates that most Estonian government e-services are available in multiple languages, including English. This makes it remarkably easy and seamless for foreigners to access and navigate essential services.
Estonia for the long term
Jae plans on staying in Estonia for the long term. “It’s easy to get by with English, but since I’m building my life here, I’m learning Estonian. It’s a beautiful and very unique language.” She’s taken advantage of free government-sponsored language courses and enjoys practising with her colleagues and in-laws.
With a calm and safe environment, strong schools and affordable higher education, she also feels it’s an excellent place for families. She can see a bright future in Estonia, both professionally and personally.
