AI Leap Spawns New Company – Haituva Innovations Creates ExecutESG Ltd with FAIR's Support
From spreadsheet drudgery to intelligent automation. Finnish firm Haituva Innovations accidentally gave birth to an entirely new company when it set out to automate the pain points of sustainability reporting using artificial intelligence and crowdsourcing. The result is software that saves managers’ time and improves decision-making.
Text by Martti Asikainen, 5.11.2025 | Photo by Jussi Simolin
The grey grids of Excel were all too familiar to the team at Haituva Innovations Ltd. The company, which develops strategic management and sustainability reporting tools, awoke to a challenge plaguing the entire industry.
Manual work to assess impacts, risks and opportunities traditionally devours enormous amounts of time, whilst human attention spans also allow errors to creep easily into the process.
The puzzle was tackled through AI. Haituva’s goal was to create regulation-compliant software that supports executive-level decision-making, with sustainability and strategy seamlessly integrated. To achieve this, however, they had to work out methodically how to make the leap from manual work to intelligent automation.
“When we started working on reporting automation, AI was already sufficiently developed to work the way we wanted. However, we had to systematically establish whether AI could automate and scale these tasks,” notes Jussi Simolin, Managing Director of ExecutESG.
The Right Expert Was Found Quickly
A suitable development partner was found through Finnish AI Region (FAIR), where Helsinki XR Centre’s Generative AI Solutions Developer Gintare Saali took on the project. First, a proof of concept had to be conducted, but their ambitions grew as the project progressed.
According to Simolin, Saali understood their needs deeply and was able to build a solution that took into account the company’s requirements and processes.
The co-development resulted in an AI-based solution that scores impacts, risks and opportunities from vast amounts of human-generated data using multiple metrics, whilst simultaneously categorising them. What previously required hours or even days of data processing became intelligent software.
“The AI-based solution we created together proved so effective that it was taken into commercial use almost immediately. The result was a new product and company, which was launched at the end of 2024,” he continues enthusiastically.
Simolin says he is extremely satisfied with the collaboration with FAIR. According to him, the agile and practical support enabled a small company to make progress on major themes, such as sustainable business management and leveraging AI.
The Solution's Impact Could Reach Far
The impact of ExecutESG’s software could extend far beyond technology. When more and more SMEs are able to integrate sustainability into their management, more humanely responsible practices also emerge.
“With ExecutESG, thousands of managers can quickly obtain the right kind of structured information to support their decision-making. Our goal is to build better management and engagement, and through that, more sustainable working life as well,” Simolin summarises.
Next, the company is targeting internationalisation, as the same problem exists everywhere. ExecutESG offers businesses a credible alternative to traditional consultancy. Their self-guided, intelligent and practical software solution saves costs and improves management.
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