Startup Story: Spiiker X Tehnopol Startup Incubator

Every year, dozens of high-potential startups develop their products or services in the Tehnopol Startup Incubator acceleration program. One of them is Spiiker—let’s get to know them better!

Spiiker is an AI-based AAC (Augmentative and Alternative Communication) application that automatically converts communication images into speech, helping people with speech difficulties express themselves clearly.

Spiiker was founded by Elery Vaik and Georg Sten Toots. Elery has a background in service design and occupational therapy and has worked with people with special needs for years. Georg is a UI/UX designer and software developer. Elery introduced us to Spiiker’s story.

How did the idea to start your own startup come about?

“The idea came directly from practice—working as an occupational therapist, I faced a daily reality where high-tech communication image tools were either too complicated, too expensive, or just ridiculously ineffective (read: extremely time-consuming). Clients kept asking if there really wasn’t a ‘normal’ solution out there. When I shared my frustration with Georg, I finally felt like maybe we didn’t just have to roll our eyes—maybe we could actually make something better. And so we started!”

What has been your biggest challenge or failure so far, and your greatest win?

“The biggest challenge so far has definitely been finding funding—a good idea is great, but without money it remains just a good idea. Our greatest win has been the honest and direct feedback from users and professionals—questions like ‘Why hasn’t this been done before?’ keep coming up. That confirms that what we’re doing is truly needed!”

What sets your startup apart from the competition?

“We use AI to generate communication images (pictograms)! Our biggest strength on the Estonian market is Estonian-language speech synthesis—though the solution supports other languages too, with the potential to scale internationally. The app can be used on any smart device and via the web—yes, this is still a major issue in 2025, and our solution addresses it.”

Why the Tehnopol Startup Incubator?

“Everyone had seen potential in us before, but no one was truly willing to help—until we reached the Tehnopol Startup Incubator. They were the first who not only listened but also said: ‘Let’s do this!’ In just four months, we’ve gone from a design concept to an MVP, and we believe that this is where our solution will finally gain the momentum we’ve long been seeking.”

Where do you see your startup one year from now? And five years from now?

“One year from now, Spiiker’s full version will be on the market and we’ll have over 2,000 active users. Five years from now, Spiiker will be a familiar name to many families and professionals. Hopefully, we’ll have expanded into neighboring countries and gained the trust of over 20,000 users.”

Who will be the next Estonian unicorn?

“Lightyear! We’re also rooting for 7sense! And hopefully in the future—it will be us too!”

What books, podcasts, publications, or industry experts do you follow and recommend to other early-stage startup founders?

“I’m a big fan of books! I recommend J. Margus Klaar’s ‘How to Get More Value from Your Product’—it’s clear, straightforward, and practical. For generating ideas, my secret weapon is ‘The Design Thinking Toolbox’—like a Swiss Army knife for service designers, all nicely unpacked according to the design cycle. For managing emotional chaos (and let’s be honest, there’s plenty of that in startup life), I recommend Liz Fosslien and Mollie West Duffy’s ‘Big Feelings’—an honest and human read that helps you make sense of what’s really going on in your head. And honestly, my biggest tip? You can set up PubMed alerts with the right keywords to receive relevant scientific updates straight to your inbox—this way I always stay up to date with new professional literature.”

The Tehnopol Startup Incubator will start accepting new applications from August 11. Follow our channels and register your interest today to get early updates!