About Us

Our founder, Anna Juusela is an entrepreneur with 10+ years of experience in the retail sector, as a teacher and a consultant in the field of trends, profitability, and marketing. Her vision and determination to prevent forced marriages and empower women led her to establish the startup We Encourage. An impact company utilising tech for women empowerment by developing AinoAid™ AI chatbot and services for victims of domestic abuse to provide psycho-social help, long-term support, and guidance 24/7.

Katja Kytölä

Head of AinoAid content

• LinkedIn

Our co-founder and substance matter expert, Katja Kytölä, is a solution-focused therapist and an expert in work against domestic violence. Katja´s background is in financial administration for ten years and in early childhood education after studying to be a Bachelor of Social Services. Since 2014 Katja has worked in services which help domestic violence victims – adults, children and peer groups and also perpetrators. She has been developing the work and created Hyvinpitely Oy in 2020 among two colleagues of her. Katja has written and published a book of domestic violence after studying domestic violence from different aspects. As a part of We Encourage, Katja’s responsibility is the AinoAid™ AI content. 

Ellimari Kortman

AinoAid substance matter expert

Head of Marketing

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AinoAid co-founder and substance matter expert, Ellimari Kortman, has a strong background in hands-on social services and crisis work. She has been working in the social and healthcare field for 16+ years, mostly with people who have encountered domestic violence. She has been creating and developing services for victims and perpetrators, and she is one of the founders of Hyvinpitely Oy, a company focusing on domestic violence. She also has 16+ years of experience as a freelance promoter, and she is Head of Marketing for We Encourage. 

Ulla Koivukoski

Head of Ecosystems & Partnerships

• LinkedIn

Our co-founder and ecosystems expert, Ulla Koivukoski, has 39 years of long and wide international experience in building cross-organizational, collaborative teams to turn around the cultures and business results, mainly in the services and technology fields. Ulla has created or contributed to a few ‘industry first’ -initiatives for customer-centric service and technology development or industry standards. Ulla’s recent activities include co-authoring of Ecosystem Handbook and being an advisor to start-ups who are aiming to improve societal inequalities to make life better for under-served people.