Smart-ID keeps its place among the Baltics’ most loved brands

Smart-ID has once again been highlighted as one of the Baltics’ most loved brands in Emor’s 2026 Favourite Brand Ranking, appearing side by side with global names like YouTube, Apple, Google and WhatsApp. For a Baltic-grown digital identity tool to share the same list as these giants is a strong sign that people genuinely like using Smart-ID, not just tolerate it as a necessary login app.

In Estonia, Smart-ID ranks fourth among the country’s most liked brands, ahead of familiar names such as Fazer, Swedbank and Gmail. It ranks fourth in the broader preference list as well. Smart-ID has been near the top for years, moving from fifth–sixth place in 2023 into the TOP 5 in 2024 and 2025. This year’s result shows that more and more people are happy to call Smart-ID one of their favourites.

In Latvia, Smart-ID ranks fifth among the most liked brands, with 8.2% of respondents putting it in their personal TOP 5. Looking at the wider preference list, Smart-ID climbs to fourth place with a high favourability score appearing together with YouTube, WhatsApp, Apple and local favourite Forevers.

In Lithuania, Smart-ID is 20th when people pick their TOP 5 favourite brands and it moves up to 10th place in the broader preference ranking. That is a solid position in a market where the favourites list is packed with global digital platforms, retailers and banks.

These results show that people across the Baltics do not see Smart-ID only as a background identity tool, but as a familiar part of their everyday online life that they are happy to name among their favourites. Above all, it reflects the trust you, as a user of Smart-ID, place in this digital identity tool every day when you log in, confirm actions and sign documents online.

Being recognised among the Baltics’ most loved brands in all three countries is a big motivation to keep Smart-ID simple, secure and easy to use, so that it stays a digital tool you actually like having on your phone.

The Emor Favourite Brand Ranking 2026 was conducted through web interviews with 1,236 residents aged 16–74 in Estonia, and with 1,609 respondents in Latvia and 1,548 in Lithuania, who evaluated 164 local and international brands.