Elena Arrola
From interpretation to building a business around empathy
Elena Arrola, founder of the cultural competence platform Chameleo, moved to Finland in 2021. Having relocated from Russia after a startup venture she was involved in was accepted by Business Finland, she embarked on a fresh journey abroad. Elena currently lives in Helsinki. “I obviously liked it, otherwise I would not stay here,” she remarked, noting how the safe, supportive environment has made it an ideal place for raising her three children.
Elena worked as the CEO for a startup called Verspeak. The software provided real-time and convenient interpretation for global events via a user’s smartphone. Navigating cultural differences with interpreters sparked a long-term curiosity in human connection. “For me, having this great experience meant I already had these keys to communication,” she said, explaining how that fascination laid the groundwork for her next big idea.
Like many newcomers, Elena had a turbulent start. Even with an established background in business, navigating a new country meant starting completely from scratch. “When I arrived here, I was in shock,” she recalled, noting that immigration takes an emotional toll, leaving little room at first to process a complex new language.
A screenshot from Chameleo’s MVP.
While looking for guidance, Elena joined the Startup Refugees Business Programme. She found the structure useful for mapping out target audiences and testing the market. Beyond core classes, the program connected her with external resources, such as with the tax firm McKinsey & Company.
Chameleo officially began in 2022. After experiencing a painful relationship with a local, Elena realized how devastating a lack of cultural awareness could be. Her research revealed that the global corporate cost of the “culture tax”—outcomes like lost business deals and delayed projects—exceeds one trillion dollars annually. “I think it would be even more if you could measure how many families and romantic relationships were destroyed by this,” she shared. Determined to foster empathy, she gathered her resources and dedicated herself entirely to building a digital solution for everyone. Chameleo is an educational app featuring gamified content about communicating across borders.
Today, Elena is actively guiding Chameleo through its initial stages, focusing heavily on B2C sales and funding pitches. While she initially spent months trying to secure agreements within Finland, slow-moving negotiations prompted her to look globally. Chameleo has since found promising traction in regions like Latin America.
An example of some of Chameleo’s educational content.
Operating as a Russian female founder has hurdles, particularly regarding trust and gender gaps. “The startup world is a man’s world,” Elena observed regarding the local funding environment. Despite this, Elena remains fiercely hopeful about expanding Chameleo’s reach and gradually building her life in Finland. She views the country as an excellent, secure headquarters for launching a global business.
For aspiring entrepreneurs looking to start their own journeys in Finland, Elena says to be unafraid to look beyond local borders early on. She also emphasizes internal strength. “You need resilience, because one day you can feel like nothing is working,” she shared. “And then the next day, you’re like a phoenix. Keep it up!”