The 2025 Kantar Emor brand ranking confirms Smart-ID’s position as one of Estonia’s most beloved brands with 10.2% of respondents including it among their five favourites. Year after year, Smart-ID has been chosen by an ever-growing share of Estonians as one of their top brands, reflecting a steady rise in popularity.

Smart-ID’s popularity is now nearly equal with Swedbank, which holds third place at 10.3% or only 0.1 percentage points ahead. This thin margin means that, for the first time, Smart-ID and Swedbank effectively share the third spot in the hearts of Estonian consumers and illustrating how digital identity solutions have become just as integral and trusted in daily life as the country’s most established financial institutions. YouTube and Kalev claimed the top two spots in this year’s ranking.

2025 survey results make Smart-ID’s achievement even more remarkable: Smart-ID is now more loved by Estonians than many of the world’s most powerful technology brands, including Apple, Google, Samsung, Spotify, and Gmail. In fact, nearly twice as many people in Estonia chose Smart-ID as their favourite compared to Gmail, and the gap over Apple and Google is more than two percentage points.

Mobile-ID, SK ID Solutions’ SIM-based authentication solution, maintains a solid presence with 3%, placing it ahead of such globally recognised names as Sony, Volkswagen, and SEB Bank.

The Kantar Emor Brand Ranking 2025 was conducted via web interviews with 1,046 Estonian residents aged 16–74 between April 29 and May 12, 2025. Respondents evaluated 164 local and international brands.

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