Jürgen Jürgenson

Flowen Studio is my own company, built between Tallinn, Ericeira, Austin and Tartu. I work with leaders and founders who want AI working in their business and who care about the people in it. With organisations it starts with a plain look at where AI is already being used and what it should be doing. With founders I begin with the founder, and build the company on AI from day one. I run all of it on infrastructure I set up myself.

Nestor Exchange was a marketplace for tokenised real-world assets, starting with real estate. I offered the full CXO service through Flowen. I led it and hired a specialist for each part. We ran design sprints and brand development, built the financial models, prepared for fundraising, prepared for legal work across several US states and the EU, and built an engine and a process for analysing asset deals. The plan was 2 weeks of discovery, then a working MVP in 45 days. It was a promising idea that lacked the founders' focus and the financing, and the company shut down. The platform I built and the asset valuation work stay with me.

I organise events and DJ as jürgen(son). House of Estonia (HOE) is my invite-only party series, started in Tallinn in 2020, and Hÿpnotik is an event series in Austin. In March 2025 I was DJ and host at the SXSW Afterglow closing party at Cabana Club in Austin. The point is a room safe enough that people can really let go.

Not Your Average (NYA) was started by someone very close to me, and I mentored and guided that process a lot. For a while The Naturist's factory produced NYA's products. Later we planned to take the business to New York and open an NYA coffee shop there. I built the production models and the financial models for the business as a whole, including the US expansion.

Nordblock Capital was a fund investing in blockchain technology. I helped found it and kick it off, quickly building the brand and the sales materials. The fund got approval as a small fund manager from the Estonian Financial Supervision Authority. I wasn't a trader, so my part was the start, not running the fund.

The Naturist was a food company for eco-conscious people, built around hemp and plant protein. I led it as founder, CEO and chairman for 3 years. We brought to market Crump, a hemp-based meat alternative, Cana, chicken-like chunks, Morning Crumps, a protein granola, and a range of protein snacks.

I started it with my best friend. We advised CMOs and CEOs on strategy, sales and marketing, and it's what paid the bills in those years.

Plantaator was a company built around sustainable, plant-based protein. I worked on the brand and the workshops around it, and the team came together with an important contribution from a partner. We brought the world's first white hemp protein to market, with over 70% protein. It was the wrong market for the operation.

Longrun Assets was an investment fund in its first year. I helped found it, working on the team, the business plan and the fundraising materials.

TenantPass was a PropTech startup pioneering a new rental process. The goal was an automated tenant scoring system for the Benelux market, to speed up tenant applications and help landlords manage their portfolios. We got letters of intent, built the MVP and raised a seed round. After 1.5 years it shut down: wrong hires and no more funding. I tried to restart it with a new team, and the investors said no.

In 2020 I coached executives, one to one and in workshops: where the organisation is going, what to focus on, and how the team can perform at its best. I learned the craft from a coach who mentored CEOs. For 4 months we swam in the sea every morning, then went to his office, and I watched how he worked with leaders.

Thorgate was a digital product studio, known then as one of the best Python houses in the Nordics. I joined as a project manager and was promoted to head of business development. In those years project management meant writing the tasks and the specifications yourself, and that is where I learned the core of the craft: understanding what actually needs to be built before anyone builds it.

At 21, I taught at the school I was still studying at: a semester course on entrepreneurship, business planning, and the basics of sales and marketing.

Levercode was built on top of Siil. As the first executive I set up how we built software and grew the team to 25 people in 4 months. We worked on an MLM management platform, a point of sale for crypto payments and wallets built on DAG technology. I did it in my first year at EBS, with second and third year courses stacked on top, and EBS named me Student of the Year.

A creative web agency doing branding, websites and campaigns. I founded it in 2017, we built up a client base and signed serious work, and within months one of our clients bought the agency. That was my second exit, and Levercode was built on top of it.

A platform that helps teachers organise lessons, groups and their students' learning. I did the business development: trade fairs, partnerships and looking for capital.

We started Pürg in high school, and we found a material that no one was using to make accessories: felt pressed from recycled plastic bottles, a method borrowed from car interiors. We turned it into protective bags for Estonian student fraternity caps, and the bags ended up shipping to Sweden.

My first job, at 15. I performed physics and chemistry shows and later trained the new performers. Watching that team build their company is what made me want to start my own.