Gubbe: Bringing strategic clarity and increasing the level of trust of an elderly support startup

Written By Susanna Laanikari

The challenge

Gubbe is a startup based in Helsinki that provides services and support to elderly and disabled clients, promoting independence, well‑being, and social connection.

I was invited to bring in seniority, leadership skills, and product-design understanding to build common ground between different teams, improving product relevance, delivery speed, and internal alignment.

The solution

  • Introducing lean structures and rhythms that reduced reactive overload and enabled clearer focus on business-critical work.

  • B2C pricing model and helper employment model transformation, increasing profitability and strengthening the long-term viability.

  • Simplifying and clarifying OKR structures and implementing data-driven tools and practices, enhancing visibility and real-time decision-making.

  • Strengthening team psychological safety and leadership culture by embedding transparent communication, collaboration and open feedback practices.

My role

Interim Chief Operating Officer

Length of the assignment

1 years and 2 months

Susanna Laanikari
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