Once again Smart-ID has been recognized as the most loved digital tool brand in Latvia


Current trends for society in general

The findings of this year’s study are valuable for IT companies, from the fact that the Baltic population is increasingly interested in technology and innovation, to the fact that around three quarters of the public believe that many things in their lives could be automated, thus making everyday life much easier. Likewise, with the growing importance of artificial intelligence (AI) in both professional and leisure contexts, more than 60% of the Baltic population supports the development of AI and the automation of workplace processes.

Smart-ID as a multifaceted brand

As every year, all brands were analyzed in the Brand Capital study in several categories – quality, value for money, greenness, humanity, users and bravery, or a bold approach to communication, which was explored for the first time this year. Smart-ID, the authentication and electronic signature tool, was ranked by Latvians as both the most loved and the highest quality brand, as well as the most used digital tool brand.

The brand was also ranked in the TOP 3 in both the value for money and humanity categories, as well as the second most environmentally friendly digital tool brand in Latvia. We are proud that Smart-ID has become even more recognizable in Latvia since last year – almost 94% of Latvians know the brand.

The study also explains the levels of relationship and loyalty of the participants to each of the brands studied, segmenting these relationships into several relationship levels. We are pleased to see that the proportion of Smart-ID fans (brand lovers and friends) has increased compared to last year, reaching almost 70%. To give a little insight into this audience, we are happy to see that the values of our company and our brand fans are aligned – Smart-ID lovers and friends are open to innovation, and believe that to be successful you always need to keep learning new things, and support sustainable ideas.

Finally, the participants were also asked whether they support biometric authentication. 69.3% of Latvians believe that biometric authentication makes the authentication process easier and more secure.

The Smart-ID team thanks the participants of the study and researchers and appreciates the loyalty and appreciation of the current users!


*Baltic Brand research has been gathering the opinion of the Baltic citizens on more than 600 brands and 300 lifestyle issues for 19 years. The study was conducted by Norstat, the leading research agency in the Baltics, online in June-July 2023, among 3,028 economically active Baltic citizens aged 15-74 who use the internet at least once a week. The survey is based on an internationally developed and locally adapted brand research methodology.