We’re continuing our She Shapes the Future series for International Women’s Day, highlighting female founders from our member companies and sharing their journeys in building startups.
Next in the series is Hanna Toivonen, founder of Starstuff.
Hanna is building a playable social platform for the next generation of creators, designed to be a positive, creative alternative to passive social media. Her platform combines creativity, collaboration, and new ways for creators to earn from their work, all guided by European values.
“I wanted to create a platform that inspires imagination, collaboration, and new ways for creators to earn from their creativity, a place where European values guide the future of social interaction online,” Hanna explains.
With over a decade of experience across music, gaming, AI, and media, Hanna saw the opportunity to combine these learnings into something entirely new. She also stresses the value of supportive investors and allies: “Having investors you can call through any hurdle, storm, or celebration is a huge blessing, even a competitive advantage. They become true co-drivers of positive change for female founders.”
Hanna is passionate about encouraging other women to trust themselves and their vision. “Take space. Be unapologetic with your passion, excitement and joy. Face your shadows and let them grow you. Confidence is saying ‘even if’ when you want to ask ‘what if.’ You are enough. You really are,” she says.
She also emphasizes practical lessons for founders: treat rejection like a sport, go the extra mile, hire mentors or coaches, and never get comfortable. In her view, personal growth and business growth go hand in hand: “Your business grows only as much as you grow as a person.”
Hanna’s story is a reminder that building a startup is as much about courage, creativity, and conviction as it is about strategy or technology. By focusing on meaningful problems, trusting her instincts, and surrounding herself with supportive people, she is shaping a platform that could define the next generation of social creativity.
More founder stories are coming soon!