Choose Europe
Europe a Home for Business and Talent
In Europe, prosperity grows stronger when it’s shared. More than a single market, Europe is a place where public institutions, cooperative networks and cultural diversity all create the foundations for lasting growth. For founders, this translates into access to 450 million consumers but also to a network of reliable ecosystems built on trust and cooperation.
Europe’s shared purposes manifest in everything from universal healthcare to climate action, giving entrepreneurs stability and predictability while opening pathways to global markets – key ingredients for scaling fast. Choosing Europe means not only a location decision but also deciding on a foundation of collaborative ecosystems that provide opportunities for entrepreneurs, talent and investors. Here, support systems are springboards: universities, accelerators, corporations and public programs work together to turn bold ideas into global companies.
Trust in public systems
Generations of Europeans have built solid institutions from universal healthcare to public transport. Education and welfare systems strive to leave no one behind. These foundations are also relevant to startups: scaling happens when there are clear rules for data, consumer protection and competition.
The EU’s approach to data, General Data Protection Regulation (GDPR), is also a globally understood baseline, allowing for quick deployment across the continent – a predictability that supports customer confidence and reduces compliance concerns.
“One of the strongest assets we offer to businesses looking to establish or expand in Europe is our deeply rooted trust-based society. This culture of openness, reliability and collaboration gives companies and talents the confidence to invest and grow here. Trust is not only a facilitator for doing business more smoothly, it is a genuine competitive advantage that enables more sustainable, long-term success."
— Asbjørn Overgaard, CEO, Copenhagen Capacity
Democratic collaboration
Europe’s collaboration history crosses borders, and the continent's mindset of cooperation permeates everything from research to city partnerships. Programs like Horizon Europe, the EU’s €95.5 billion (~$107 billion) research and innovation funding program (2021–2027) aimed at addressing global challenges, supporting the UN Sustainable Development Goals and enhancing EU competitiveness and growth, helps teams move from lab to market with solid financial foundations and cross-border alliances. Collaboration also happens horizontally between accelerators, universities and corporations, turning fresh ideas into industries.
Projects funded by Horizon Europe include DEFENDER, a five-year multinational research initiative coordinated by the Leibniz Institute of Virology (Hamburg, Germany) focused on developing new antiviral strategies against emerging and re-emerging viruses using bioinformatics and AI to strengthen pandemic preparedness; and SYNFEED, a project that aims to create biosynthetic proteins that can replace conventional feed by using AI, molecular modelling and sustainable bacteria strains to improve animal health and welfare while drastically reducing environmental impact and Europe’s reliance on imported raw materials.
The green transition is a shared responsibility
Europeans band together, sharing technology, aligning regulations, collectively funding sustainable innovation and securing a livable future for the next generation. The green transition is not a compliance chore but an opportunity to innovate.
The European Green Deal, which aims to cut emissions by at least 50% by 2030 while legally binding the 2050 neutrality goal through the European Climate Law, integrates climate goals into policy, procurement and incentives, speeding up innovative solutions that are both sustainable and profitable. Oslo, for example, has already cut greenhouse gas emissions by 28% since 2009 with the goal of cutting 95% of its emissions by 2030, and Helsinki shut down its last coal-fired power and heat plant in April 2025. This reduces Finland's total emissions by nearly 2%. Outside the Nordics, Vienna reduced its greenhouse gas emissions by 11.7% in 2023 compared to the previous year, according to the Austrian Environmental Agency’s forecast published in 2024.
Some of the largest greentechs in Europe include GreenBig, a Parisian enterprise specializing in plastic recycling robotics, and Enviria Energy, a Frankfurt startup offering customized solar solutions for businesses.
Openness to diversity and global cooperation
Walk down any street in any European capital and you’ll hear a mix of languages. Diversity is a daily reality and a source of strength. It’s common to see American, Asian and African founders choose a European city for their first international hub, and truly international teams bring different perspectives and more creativity to problem-solving. Home, in Europe, means more than the space where one sleeps: it's also extended to the headquarters, the hub and the community.
“Diversity and multiculturalism are not just values that European cities aspire to, they are essential drivers of innovation. When people with different backgrounds, perspectives and experiences come together, they challenge assumptions, spark creativity and uncover unique solutions that would otherwise have been missed. The most groundbreaking ideas often emerge at the intersections of cultures and viewpoints, making diversity a powerful engine for both progress and innovation.”
— Colleen Geske, Amsterdam Trade & Invest, City of Amsterdam
For businesses, choosing Europe means aligning with these values and expanding their horizons through collaboration and openness. Founding teams, scaleups and SMEs will find that building a company on the European continent means growing within a human-centered model and contributing to stability, sustainability and prosperity.
Human Stories: People who Choose Europe
Ana Maiques — Barcelona, Spain
Ana Maiques is the cofounder and CEO of Neuroelectrics, a Barcelona- and Boston-based company pioneering technologies to monitor and stimulate the brain. With a vision to transform how neurological and psychiatric conditions are treated, Neuroelectrics has gained global recognition, been named one of the Best Entrepreneurial Companies in the US by Entrepreneur Magazine and earned accolades such as the European Union Prize for Women Innovators, the Goldman Sachs Most Exceptional Entrepreneurs award, and the 2024 VDS Award for contributions to neurotechnology. Ana also serves on the European Innovation Council Advisory Board, is a Termeer Fellow, and cofounded EsTech, a platform uniting Spanish scaleups and unicorns. A strong advocate for gender equality in STEM, she continues to prove that ethical leadership and cutting-edge science can go hand in hand.
What’s the benefit of being in Europe?
Europe combines scientific excellence, human values and collaborative spirit. It is home to worldclass research institutions, a strong culture of innovation and an increasing commitment to deeptech and healthtech entrepreneurship. The regulatory framework, though rigorous, ensures patient safety and technological credibility, something essential when working with the human brain. And perhaps most importantly, Europe nurtures collaboration across borders, enabling multidisciplinary teams to tackle complex global health challenges together.
Why did you choose Europe?
It’s part of our DNA. Neuroelectrics was born in Barcelona, a city that embodies creativity, scientific talent and quality of life. From here, we’ve been able to connect with the European research ecosystem, from cutting-edge universities to visionary investors and public innovation programs. Our goal has always been to improve brain health for people everywhere, and Europe gives us the right foundation – a mix of ethics, excellence and diversity – to build technologies that truly serve society.
Youssef Zad — Helsinki, Finland
Born in Finland with Moroccan roots, Youssef Zad studied economics in Finland, continuing his studies abroad in the US and Thailand before beginning his career in government, working in finance and statistics. A short internship led him to a labor union, where he spent two and a half years focused on policy work. Then came a turning point: he was invited to join the newly forming Finnish Startup Community, which was looking for someone outside the usual ecosystem profiles. Combining his skills in data and policy, Youssef became its first economist, building unique datasets on Finnish startups and publishing insights that now shape the understanding of the sector.
What's the benefit of being in Europe?
If we look at the pool of talent in many sectors in Europe, like quantum computing and artificial intelligence, the European universities are pushing out a great amount of talent. The cost of doing product development in the Nordics is much cheaper than doing it in Silicon Valley, for example.
Why did you choose Europe?
I had offers in other places, but what keeps me in Finland is the safety and the great work–life balance. What happens here, and in many European countries, is that people trust each other. You can trust the system, you can trust the government. Money can't buy that. Trust is either embedded in the culture or embedded systematically. It's hard to achieve that otherwise.
Kateryna Portmann — Zürich, Switzerland
Originally from Ukraine, Kateryna Portmann has founded startups in diverse fields, from language schools to art therapy, and worked internationally across Asia, the Middle East and the UK. Her pivot to robotics began in 2019 when a family member with cerebral palsy benefited from a robotics-based rehabilitation program in the US. Inspired, Kateryna transitioned into the field, securing a role with Hocoma, a spinoff from ETH Zurich specializing in robotic rehabilitation technologies. She later joined ANYbotics, another ETH Zurich spinoff, which focused on autonomous legged robots for industrial inspection. Since then she has become a key contributor to the Swiss robotics ecosystem and now leads Women in Robotics Switzerland as well as being the Global Robotics lead for Women in AI Governance.
What do you think makes Europe a special place for startups?
Europe offers a remarkably dense and collaborative innovation ecosystem, especially in Switzerland. In Zurich alone, you can walk just a few blocks and see robots being tested in real-world scenarios, from last-mile deliveries to airport inspections. The proximity to ETH Zurich, the Switzerland Innovation Park, and numerous deeptech spinoffs fosters constant exchange between academia and industry. Europe also stands out for its reliability and strong regulatory framework. When it comes to critical infrastructure, customers aren’t simply looking for the cheapest solution; they want technologies that work, comply with GDPR and meet strict safety standards. That reputation for quality and trust is where Europe truly excels.
Why did you choose Zurich?
For robotics, I genuinely believe there’s no better place than Zurich. The city attracts top-tier talent from institutions like ETH Zurich and EPFL, and it’s home to major players like NVIDIA, OpenAI and ANYbotics alongside hundreds of startups working at the forefront of robotics and AI. What makes Zurich even more special is the quality of life it offers. You can balance work and personal life without compromise, all while staying globally connected, collaborating with teams across the US, Asia or Australia from the heart of Europe. That combination makes me want to call Zurich home – hopefully for good.
Boel Rydenå-Swartling — Stockholm, Sweden
Boel Rydenå-Swartling’s journey as a founder began in 2012 when she was consulting for an IT company. During that time, she discovered the founder had built his own charging cable for Sweden’s first Nissan LEAF. With demand quickly growing from Norway’s early electric vehicle market, Boel saw the potential, and saw something she could really get engaged in. She joined as co-owner, helping grow the company from a kitchen-table operation to a business reaching around SEK 350 million (~$367 million) in turnover, expanding across the Nordics and Germany. After stepping down from the board, she has continued to champion innovation and now works in AI.
What do you think makes Europe a good place to be a founder?
I can only talk about Northern Europe or Scandinavia, where the social security system lowers the risk of taking time off from a job. The public financing of schools, daycare and health services makes you less dependent on a salary. We also have a vibrant financing environment with strong capital markets and healthy startup-financing ecosystems. People tend to be well-educated in Europe, so there's also the possibility of attracting great talent from all over the continent.
Why did you choose Europe?
I was born in Europe, and this is where I have my network and my knowledge base. I know how the systems work – that’s the key reason – but I also think Europe has a quality of life that makes startup and scaleup life livable: we can work very hard, but we also have possibilities to do things in our spare time.
Jérémie Veg — Lyon, France
Jérémie Veg is cofounder and CEO of Sopht, a Lyon-based Green ITOps SaaS solution that helps enterprises measure, pilot and reduce the carbon footprint of their IT ecosystems. Sopht’s APIs dynamically track emissions from cloud, infrastructure, devices, networks and web layers through its extensive API library, turning environmental data into insights that align cost savings with decarbonization. Before founding Sopht in December 2021, Jérémie worked in consulting and corporate venture roles, gaining experience in risk management, digital transformation and strategic innovation. Under his leadership, Sopht has raised €3.3 million (~$3.68 million) in a recent funding round co-led by Ternel and Axeleo Capital to accelerate its expansion across Europe, with ambitions to triple its portfolio and manage over one million tons of CO₂ in the coming years.
What’s the benefit of being in Europe?
Europe was really the obvious place to build Sopht. It’s one of the most dynamic regions in the world when it comes to sustainability and technology, especially around greentech and carbon monitoring. There’s both technical expertise and real market demand here.
Europe is also where some of the world’s most influential startups and tech events happen – VivaTech in Paris, Slush in Helsinki – both globally known as must-attend gatherings for investors and startups. And we’re starting to see more niche events rise every year, like Green IO, which is entirely focused on IT sustainability.
Why did you choose Europe?
Another major factor is regulation. Frameworks like the CSRD are accelerating the need for companies to measure, report and actively reduce their environmental footprint. For Sopht, that’s an opportunity. These regulations are driving demand for exactly the kind of solution we provide: making IT sustainability measurable and actionable. Europe also offers this rare mix of regulatory push, market readiness, technical talent and cultural commitment to sustainability. It’s a place where the momentum already exists.
Abbey Lin — Oslo, Norway
Abbey Lin was raised in Silicon Valley by a software engineer and studied at UCLA. She went on to build a global corporate career at KPMG, Microsoft and later as a chief ESG and integrity officer of a publicly listed company, where she oversaw sustainability, compliance and risk across 45 countries. After two decades in the corporate world, she turned to entrepreneurship. Having experienced recurring ESG challenges firsthand, such as scattered data, heavy reporting burdens and slow adoption, she decided it was time to build something of her own. While traditional players make ESG overly complex, Fortifai helps SMEs to cost-effectively achieve compliance in hours through smart automation.
What’s the benefit of starting your business in Europe?
For me, Europe gives founders a unique advantage. From day one, you have to think globally since no single local market is large enough on its own. In the Nordics, high digitalization combined with smaller, highly connected markets makes it easier to find early adopters and refine products quickly. On top of that, while taxation tends to be higher in Europe, social benefits such as healthcare, daycare, employment support and government grants create a safety net that is strong enough to reduce risk yet small enough that it doesn’t make you complacent. This balance lets me take bigger and bolder risks as a founder.
Why have you chosen Europe?
Europe is setting the standard for responsible business and ESG (environmental, social, governance) with regulations and practices that the rest of the world is beginning to follow. Building Fortifai here means proving our solution in the toughest environment first, giving us credibility and a global outlook from the beginning. As a mom of three, I appreciate that the Nordic culture of trust and equality makes it possible to go all in on entrepreneurship while raising a family. That balance doesn’t just benefit me personally; it’s part of what makes Europe a sustainable place to build long-term businesses.
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Who is Choose Europe?
Choose Europe is a pioneering project born from cities and metropolitan regions sharing the value, goal and spirit of “comperation,” a unique balance between competition and cooperation. Through a Memorandum of Understanding, the Investment and Promotion Agencies of fifteen European regions, from Catalonia to the Nordics, are committed to building a long-term, international collective project that values the ecosystems, companies and talent by highlighting not only what unifies them but also what sets them apart. The network currently includes the metropolitan cities and regions of Amsterdam, Barcelona – Catalonia, Copenhagen, Frankfurt, Gothenburg, Helsinki, Lyon, Oslo, Paris, Riga, Rotterdam, Stockholm, Vienna, Warsaw and Zurich.
As a network, Choose Europe delivers collective visibility and connectivity, providing international companies and professionals with streamlined access to Europe’s most dynamic regions while reinforcing a model of investment that serves local communities and respects social and environmental priorities.
These cities and metropolitan regions have chosen to join forces because they believe that shared success benefits the entire European region. Their collaboration over the years has shown that the path towards responsible development on the European continent is shared.
Find out more about Choose Europe at chooseeurope.eu.
