Building Flowen Studio: AI for organisations and founders.
More about it I learn a new industry fast and I'm good at building from zero. I've done it in food, property, finance and AI, and what I enjoy most is bringing good people together for it.
2024 – now Flowen Studio Founder. Venture studio + 2025 Nestor Exchange CXO as a service. Real-world assets + 2021 – 2025 Not Your Average Mentoring the founder. Production and financial modelling + 2022 Nordblock Capital Helped start it. Web3 fund + 2021 – 2024 The Naturist Founder and CEO. Hemp-based food + 2021 – 2022 372 Digital Co-founder. Growth consulting + 2021 Plantaator Co-founder. Plant protein + 2021 Longrun Assets Early team. Investment fund + 2020 – 2021 TenantPass Founder and CEO. Tenant scoring + 2020 Empowerment Executive coach + 2019 – 2020 Thorgate Head of business development + 2018 – 2019 Estonian Business School Lecturer, entrepreneurship + 2018 Levercode First executive. 25 hires in 4 months + 2017 – 2018 Siil Web agency, bought by a client + 2017 – 2018 Tebo Business development + 2015 – 2017 Pürg Co-founder and CEO. Sold at 19 + 2013 – 2016 Kolm Põrsakest Science-show performer, then trainer +
Otsustusruum Sep 2026 – now Estonia's state budget, every number traced to its source twin Jan 2026 – now My second brain, so work starts from context twinion 2026 Agentic framework, OpenClaw in a virtual machine codu 2026 – now Where founders, agents and ventures build together swamp Jun 2026 – now Decentralised, end-to-end encrypted chat Crump 2021 – 2024 Hemp-based crumble that replaces ground beef Cana 2021 – 2024 Chicken-like chunks from pea protein Morning Crumps 2021 – 2024 Protein granola people loved Hÿpnotik 2025 Deep grooves for altered states, Austin, TX HOE Since 2020 House of Estonia advise, build, write I advise, consult, engineer and research, and I speak at events. If any of that is what you need, write to me.
jürgen(son) Mixes and playlists
Daily practice is a big part of my life: yoga, qi-gong and breathwork, a way to connect with myself and my body. I've given some classes, but I don't teach daily. It's mostly for me.
Resilience is my strongest trait, artistic interest my highest score.
Openness 103
Conscientiousness 102
Extraversion 101
Agreeableness 74
Neuroticism 45
Manifesting Generator 5/1 Investigator
All three tests 14 awards and milestones 2025 AI Engineer Path Scrimba certification
2022 Company of the Future SEB, for The Naturist
2022 Ajujaht, Top 3 National TV, for The Naturist
2018 Student of the Year Estonian Business School
2018 International business case competition SolBridge, South Korea
2017 Biohack Winner
2016 Future Entrepreneurial Talent Maxima national scholarship
2016 Ajujaht, Top 7 of 301 National TV, with Pürg
2015 Tartu Pitching Competition Winner, with Pürg
2015 National Student Company Competition 2nd place, with Pürg
2015 Team of the Future EBS, with Pürg
2015 Nordic Creative Newcomer design nomination, Pürg
2013 Presidential research award Research on Estonia's path to democracy, age 16
2013 Estonian national basketball team U16 at the FIBA European Championship, then U18
2017 – 2020 Estonian Business School BSc International Business Administration, finance. Student of the Year 2018, student council
2015 – 2017 Hugo Treffner Gymnasium Physics and mathematics. Class president, student council
2008 – 2016 Tartu I Music School Piano, 8 years
2014 Mart Reinku Kool Music and arts
Languages Estonian, English Native and professional. Russian and Spanish, the basics
Claude Claude Code OpenCode Ollama Orca Tauri React TypeScript Python Postgres TypeDB Tailscale Hetzner Cloudflare OpenClaw Make n8n VAPI Whisper ElevenLabs Figma Penpot Notion
2024 – Now Tartu
Flowen Studio Founder
Flowen Studio is my venture studio, and it brings together engineers, founders and people who get things done. It has 2 doors: organisations that want AI working in the business, safely and with a clear value, and founders who want their company AI-native from day 1.
Underneath it is infrastructure I own and run myself: my own servers, identity, documents, encrypted chat and a private network between machines. Sovereign by default, so the data stays with the people it belongs to. Beside it sits research: market intelligence that follows competitors, markets and signals from public registers, kept current.
It began in Austin, Texas, in 2024, with automation projects and the vibe engineering wave.
I believe AI should amplify who you are. So the work starts with the person, and the system comes after. What happened Every engagement runs the same 3 steps: blueprint it, build it, run it Workshops in 6 formats, from a 2-hour session to a 2-day change kick-off AI Blueprint, with the Shadow AI Audit as its first module AI governance and the EU AI Act Market intelligence: competitors, markets and signals from public registers Sovereign by default: my own servers, identity, documents and encrypted chat Fractional CAIO and implementation sprints Your AI Department: a twin for each person, agents for the repeat work, and 6 weeks teaching the team to run it Free: the AVE Maturity Index and a 30-minute call Sep 2025 Tallinn
Nestor Exchange CXO, through Flowen
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.
Real-world assets, in plain words A real-world asset, or RWA, is something that exists outside the blockchain: a building, a loan, a fund. To tokenise it means creating digital tokens that each stand for a small share of it. Then a building can be owned by many people in small parts, traded at any hour, and pay its income out automatically. The token is the easy part. The value is in knowing the asset behind it is real, and good.
When you tokenise real-world assets, the hard part isn't the tech. It's knowing which asset is good. What happened Started September 2025 Hired and led a specialist for each part Design sprints and brand development Financial modelling and preparation for fundraising Preparation for legal work across several US states and the EU An engine and a process for analysing asset deals (Origin) Set the positioning: a marketplace where real-world assets are structured, governed and traded 2021 – 2025 Tallinn and the US
Not Your Average Mentor and advisor
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.
What happened Mentored the founder through the early years Production modelling Financial modelling for the whole business US expansion operations Planning the NYA coffee shop in New York 2022 Tallinn
Nordblock Capital Early team, brand and sales materials
Nordblock Capital was a fund investing in blockchain technology. I was there at the start and helped kick it off, quickly building the brand and the sales materials. I wasn't a trader, so my part was the start, not running the fund.
What happened Helped start it in 2022 Brand and sales materials, built fast Apr 2021 – Jul 2024 Tallinn
The Naturist Founder, CEO and chairman
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.
The products were years ahead of a small market, in a country that loves pork. So we went to the people, with a food truck and a catering business that got us to the President's Independence Day reception. To keep the quality up we built a certified food lab and factory. You can't advertise anything made of hemp, so our ad accounts got blocked. Closing a physical company takes months of cleaning and wrapping up. You can't just switch off a server.
It taught me product-market-channel fit and how the food industry really works. What happened Indiegogo: 179% funded by 173 backers in 29 countries 25 publications and 100+ media mentions within 48 hours Certified food lab and factory, built for about €50,000 SEB Company of the Future 2022 Ajujaht 2022: Top 3, live on national TV Catered the President's Independence Day reception 2021 – 2022 Remote
372 Digital Co-founder, growth consultant and executive coach
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.
What happened Clients included KPMG Law, Luminor Bank and Empowerment Helped them get much better at outbound and inbound sales Still running, now as WebTailor Agency 2021 Tallinn
Plantaator Co-founder, brand and business development
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.
It became the seed for The Naturist. What happened The world's first white hemp protein, over 70% protein Brand development and workshops 2021 Tallinn
Longrun Assets Early team, business development
Longrun Assets was an investment fund in its first year. I was there at the start, working on the team, the business plan and the fundraising materials.
What happened Helped form the team Business plan Fundraising materials Sep 2020 – Nov 2021 Tallinn
TenantPass Founder and CEO
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.
Back then a founder who wasn't technical needed a technical partner to build anything. Now AI is that partner. What happened Letters of intent from landlords Built the MVP Raised a seed round Automated tenant scoring for the Benelux market Closed after 1.5 years Jan 2020 – Sep 2020 Tallinn
Empowerment Executive coach
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.
What happened One to one sessions and workshops for executives Setting goals and focus for the whole organisation Leading teams through change Mapping resources and building a growth engine that lasts 2019 – 2020 Tallinn, Oslo and Astana
Thorgate Project manager, then head of business development
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.
My strongest work was in workshops, bringing a room to one shared understanding at the whiteboard. What happened Project manager for a team of 7 developers, then head of business development Sectors: industry 4.0, fintech, forestry, health tech and e-commerce Offices in London, Oslo and Tallinn; built networks in Kazakhstan and Norway Äripäev cover story on the Kazakhstan expansion, April 2019 2018 – 2019 Tallinn
Estonian Business School Lecturer
At 21, I taught at the school I was still studying at.
What happened A semester course on entrepreneurship, business planning, sales and marketing 2018 Tallinn
Levercode First executive
Levercode was built on top of Siil. As the first executive I set up how we built software and grew the team fast.
What happened Hired 25 people in 4 months, engineering and operations An MLM management platform, crypto point of sale, DAG-based wallets Done in my first year at EBS, with second and third year courses stacked on top EBS Student of the Year 2018 2017 – 2018 Tallinn
Siil Founder
A creative web agency doing branding, websites and campaigns.
What happened Built the client base and signed serious work Bought by one of our clients within months, my second exit 2017 – 2018 Tallinn
Tebo Business development
A platform that helps teachers organise lessons, groups and their students' learning.
What happened Represented it at trade fairs Worked on partnerships and capital 2015 – 2017 Tartu
Pürg Co-founder and CEO
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.
I'm thankful and grateful for that experience. It was my first company, and I sold it when I was 19. What happened The first consumer product made this way, as far as we knew Nordic Creative newcomer design nomination 2nd place, National Student Company Competition Ajujaht Top 7 of 301 on national TV Tartu Pitching Competition winner Shipped to Sweden 2013 – 2016 Tartu
Kolm Põrsakest Entertainer and trainer
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. What happened Performed science shows on physics and chemistry Trained new performers Otsustusruum Estonia's state budget, every number traced to its source
building Sep 2026 – now
Otsustusruum means decision room. It's a transparency portal for the Estonian state budget from 2023 to 2027: the ministries, the agencies under them and where the money goes. Every figure on the screen points to the official document it came from, the place in that document and the exact quote. If a number has no source, the portal says the data is missing instead of guessing.
It's the clearest proof of how I build now: 1 coordinator, a set of AI agents each working its own lane, and a hard rule that no number ships without a source. Details Budgets for 2023 to 2027, read from the official documents Every fact is kept by stage: the draft, readings 1 to 3, the law and the actuals. The difference between stages is the story The build fails if any number in the database has no source Ministries, their agencies and leadership, and 223 performance indicators loaded Estonian first, English too, on TEDI, the Estonian public sector's design system Private for now, a showcase of what Flowen Studio can build twin My second brain, so work starts from context
in use Jan 2026 – now
twin is a personal brain that holds what I know and thinks in my voice, so every piece of work starts from context instead of a blank page. It began in Portugal as a folder system to remember things while I worked with AI. Today my plans, decisions, notes, voice captures and the lessons from every project live in it, as plain files I own.
Every AI session starts fresh. What carries over is the files, so knowledge compounds even though no session remembers anything. Details Plain files under version control, with more than 11,000 commits since January 2026 A loop for every task: plan it, do it, learn from it, so lessons turn into patterns I reuse Over 500 plans and about 50 skills I've written to run my work Semantic search across all of it, running on my own machine Guards that stop mistakes early: secret scans, protected files and writing rules twin-os, a template anyone can start their own twin from It stays with the person. If I leave a company, my twin comes with me twinion Agentic framework, OpenClaw in a virtual machine
concept 2026
A framework for agents. Each one is built on OpenClaw and runs in its own virtual machine, with one job and nothing it shouldn't be able to touch.
Details Each agent holds one named role Agents hand work to each other through shared memory Runs in its own virtual machine, so it stays contained codu Where founders, agents and ventures build together
running 2026 – now
The workplace where founders, agents and ventures build together. It's named for the Estonian word kodu, home. It's where I run and manage the work my agents do, from the task to the finished result.
The idea underneath: a company moves each part of itself from manual to autonomous, one step at a time, and the agents earn more freedom as they earn trust. Details A shared board where agents work as teammates, with issues, projects, chat and dashboards in one place A venture's 8 areas, from its foundation to growth, each with its own path to autonomous Agents act with a human's approval until they've earned the trust to do more swamp Decentralised, end-to-end encrypted chat
running Jun 2026 – now
Where my conversations meet: the people I talk to, the channels they message me on, and the agents that work alongside me, in one place on infrastructure I own.
Details Built on Matrix, the open-source protocol for decentralised, encrypted chat Native rooms are end-to-end encrypted. Bridged channels are honest that they can't be WhatsApp, Messenger, LinkedIn and email can be bridged into one place Every person runs their own node, and the nodes talk to each other My agents read and reply through OpenClaw, and act only with my approval Crump Hemp-based crumble that replaces ground beef
closed 2021 – 2024
A hemp-based protein crumble made to replace ground beef. It's good for the environment and for your health, it's easy to make and easy to digest, and it tastes amazing.
Details The Naturist's first product Indiegogo: 179% funded by 173 backers in 29 countries Cana Chicken-like chunks from pea protein
closed 2021 – 2024
Chicken-like chunks made from water, pea protein, olive oil and Himalayan salt. That's the whole ingredient list.
Details Per 100 g: 131 kcal, 20 g protein, 5.8 g fat (0.55 g saturated) No carbohydrates and no sugar Salt 1.2 g, fibre 0.26 g Morning Crumps Protein granola people loved
closed 2021 – 2024
A protein granola that people loved. Gluten-free rolled oats, a protein blend of 80% hemp seed and 20% pea, pumpkin seeds, dried cranberries and a touch of cinnamon. As far as I know, it's still the highest-protein granola that's ever hit a shelf.
Details Gluten-free rolled oats Protein: 80% hemp seed, 20% pea flour Pumpkin seeds, cranberries, cinnamon Hÿpnotik Deep grooves for altered states, Austin, TX
2025 2025
An event series in Austin, TX: deep grooves for altered states. Deep, progressive and tribal house, played solo and back to back.
HOE House of Estonia
event series Since 2020
House of Estonia, my invite-only parties, started in Tallinn in 2020. The point is a room safe enough that people can really let go.
28 countries so far The map shows where I've been. The list is below it.
Fiji Tanzania W. Sahara Canada United States of America Kazakhstan Uzbekistan Papua New Guinea Indonesia Argentina Chile Dem. Rep. Congo Somalia Kenya Sudan Chad Haiti Dominican Rep. Russia Bahamas Falkland Is. Norway Greenland Fr. S. Antarctic Lands Timor-Leste South Africa Lesotho Mexico Uruguay Brazil Bolivia Peru Colombia Panama Costa Rica Nicaragua Honduras El Salvador Guatemala Belize Venezuela Guyana Suriname France Ecuador Puerto Rico Jamaica Cuba Zimbabwe Botswana Namibia Senegal Mali Mauritania Benin Niger Nigeria Cameroon Togo Ghana Côte d'Ivoire Guinea Guinea-Bissau Liberia Sierra Leone Burkina Faso Central African Rep. Congo Gabon Eq. Guinea Zambia Malawi Mozambique eSwatini Angola Burundi Israel Lebanon Madagascar Palestine Gambia Tunisia Algeria Jordan United Arab Emirates Qatar Kuwait Iraq Oman Vanuatu Cambodia Thailand Laos Myanmar Vietnam North Korea South Korea Mongolia India Bangladesh Bhutan Nepal Pakistan Afghanistan Tajikistan Kyrgyzstan Turkmenistan Iran Syria Armenia Sweden Belarus Ukraine Poland Austria Hungary Moldova Romania Lithuania Latvia Estonia Germany Bulgaria Greece Turkey Albania Croatia Switzerland Luxembourg Belgium Netherlands Portugal Spain Ireland New Caledonia Solomon Is. New Zealand Australia Sri Lanka China Taiwan Italy Denmark United Kingdom Iceland Azerbaijan Georgia Philippines Malaysia Brunei Slovenia Finland Slovakia Czechia Eritrea Japan Paraguay Yemen Saudi Arabia N. Cyprus Cyprus Morocco Egypt Libya Ethiopia Djibouti Somaliland Uganda Rwanda Bosnia and Herz. Macedonia Serbia Montenegro Kosovo Trinidad and Tobago S. Sudan Baltics and Nordics 🇪🇪 Estonia🇱🇻 Latvia🇱🇹 Lithuania🇫🇮 Finland🇸🇪 Sweden🇳🇴 Norway
Europe 🇵🇱 Poland🇩🇪 Germany🇬🇧 United Kingdom🇳🇱 Netherlands🇫🇷 France🇨🇭 Switzerland🇮🇹 Italy🇪🇸 Spain🇵🇹 Portugal🇧🇦 Bosnia and Herzegovina
Russia and Central Asia 🇷🇺 Russia🇰🇿 Kazakhstan🇺🇿 Uzbekistan
Asia 🇮🇳 India🇹🇭 Thailand🇮🇩 Indonesia🇰🇷 South Korea
The Americas 🇺🇸 United States🇲🇽 Mexico🇬🇹 Guatemala🇳🇮 Nicaragua🇨🇷 Costa Rica
Places that mattered Portugal Months of slow living in a co-living house with artists, cooking and living together. I spent them on research in AI engineering, and built the foundation I'm using today to build Flowen.
United States Austin, Texas is where Flowen began, and where really good people live who support growth. It's also where the event series happened, Snake Island and Hüpnotik.
Guatemala I spent a lot of time in the jungle by Lake Atitlán, 2 hours from the nearest groceries. Nature left a big mark on me, and I met the designer who shaped The Naturist there.
Thailand 4 months on Koh Phangan: yoga, ecstatic dance, sweating like hell. It was also where I met what's called the dark night of the soul, when nothing makes sense.
Mexico Tulum pulled my music toward downtempo, jungle and ecstatic: slow, raw and warm. Lake Atitlán did the same.
Kazakhstan and Norway Where I built networks while at Thorgate, 2019 to 2020.
South Korea An international business case competition at SolBridge, 2018.
About 8 years Tallinn Austin
jürgen(son) DJ
I look for the tune that serves the room. Music has been around me for as long as I can remember. I studied classical piano at the Tartu Music School for 8 years, sang for 12 years in a boys' ensemble called Saabastega Kiizud, and spent time in a few of the town's choirs.
One evening I watched the Johnny Cash film, and something about it really hit me. The next morning my father's friend, a guitarist, took me to buy my first guitar. I fell for it completely, and never really stopped.
DJing came later. It started when I found the underground scene, and it opened something up in me. I began to see there was more to life than the way I had been living it. That was about 8 years ago, and I've been part of that world ever since, slowly learning how to read a room and find the track that actually holds the people in it.
My sound moves through a few worlds. Slow downtempo and jungle I picked up in the tropics, something more ecstatic and raw when it wants to be, and deeper organic techno when a night goes that way. Mostly I'm listening for the one that fits the moment.
For about 3 years I studied sound with a teacher, and spent parts of that time travelling and living in the jungle. She taught me what she calls sonic shifting: using the voice to calm the nervous system, and how one calm body in a room can slowly shift the mood of everyone in it. That's where I started to understand sound as a kind of medicine.
If there's one thing I trust myself to do, it's to hold a space and protect it, and to keep the room safe enough that people can really let go.
Deep house Progressive house Melodic house Afro and tribal house Downtempo Organic techno Ecstatic
Playlists Minimal Tuts 51 tracks, minimal Play here Spotify
Frogressive house, the Swamp Progressive house Play here Spotify
Mixes Snake Island May 2025, afro and tribal house Play here Mixcloud
Hüpnotik 05/25, back to back with Kaspar Tasane Deep, progressive and tribal house Play here Mixcloud
Hüpnotik 05/25, back to back with Mellia Deep, progressive and melodic house Play here Mixcloud
Hüpnotik ATX 05/25 Solo, house Play here Mixcloud
Jazz and groove to tribal house Mixtape Play here Mixcloud
Event series HOE, House of Estonia Invite-only parties, a safe place to dance. Tallinn, since 2020 + Hüpnotik Deep grooves for altered states, Austin, with the producer Kaspar Tasane + Snake Island The slower, tea-and-movement daytime version, with Mellia
Played SXSW Afterglow Closing party at Cabana Club, Austin. DJ and host Mar 2025
Hüpnotik and Snake Island Austin. Sets from deep and tribal to melodic house May 2025
HOE, first night Tallinn, August 2020. Host and DJ 2020
Three tests, if you want to read me Big Five IPIP-NEO, out of 120 IPIP-NEO is a free, public-domain version of the Big Five personality test, built on the International Personality Item Pool. It's 120 questions, and each of the 5 traits is scored from 24 to 120.
Openness 103
Curious about almost everything. Artistic interest is my single highest score, 20 out of 20.
Conscientiousness 102
I want to achieve things and I believe I can. Self-discipline is high too.
Extraversion 101
Assertive and cheerful, both 20 out of 20, but I don't need a crowd. I'm better one to one.
Agreeableness 74
I trust people and care about them, but I won't just go along to keep the peace.
Neuroticism 45
Low, which means very calm. Stress that rattles most people doesn't shake me much.
Founder Six EQT Resilience 90%, my strongest
Progressive explorer high
Fearless drive high
Magnetic leadership above average
Lightning focus middle
Human Design Human Design isn't science, and I don't read it as one. I read it as a mirror, and a lot of it fits.
Type Manifesting Generator A lot of energy for many things at once. I work best when I respond to something that lights me up, and then tell the people it affects before I move.
Authority Emotional My clear decisions come after the feeling settles, not in the moment. Sleeping on it actually works for me.
Profile 5/1 Investigator I dig into the foundations first, and people tend to come to me for practical solutions.
Open centre G centre The one undefined centre is identity and direction, so where I am and who I'm with shapes my direction more than most. Left Angle Cross of Migration
© 2026 Jürgen Jürgenson No trackers or cookies. Spotify and Mixcloud players load only when you press play. 
