Smart-ID Strengthens Its Position as a Loved Brand in Latvia and Lithuania
A brand survey conducted by Kantar Emor in 2025 reveals that Smart-ID continues to grow in popularity in Latvia and Lithuania, solidifying its place as one of the Baltic’s most valued brands. The annual study assesses brand preference across numerous sectors, evaluating a wide array of consumer, technology, and lifestyle brands.
In Lithuania, Smart-ID has made a significant leap forward, entering the TOP 20 most-loved brands for the first time at 18th place. Its selection among users’ top 5 favourite brands increased to 5.9%, a notable rise from the previous year. This result positions this essential authentication service alongside premium car manufacturer Audi and ahead of other major brands like Mercedes-Benz and the fintech giant Revolut. The service’s broad popularity is further highlighted by the fact that nearly a third of respondents named Smart-ID among their 25 favourite brands, securing it a TOP 10 position in this wider measure of brand affection.
In Latvia, Smart-ID also affirmed its strong presence, with 22.5% of respondents including it in their TOP 25 favourite brands, confirming its status as a widely recognized and appreciated service. In the top five favorites category, Smart-ID secured a 3.5% preference share, placing it on par with automaker Volkswagen and ranking it higher than global giants like Facebook and fashion retailer Zara.
The survey highlights that while Smart-ID is not a traditional consumer brand, its essential function has earned it a strong and growing base of loyal users. Smart-ID’s high ratings across all Baltic countries, surpassing even global organizations, underscore its perceived reliability and user satisfaction. Other local authentication solutions were ranked significantly lower in both countries. These results underscore Smart-ID’s essential and increasingly valued role in the daily digital lives of people across the Baltics.
The Kantar Emor Brand Ranking 2025 was conducted via web interviews with 600 Latvians and 603 Lithuanians between April 29 and May 15, 2025. Respondents evaluated 188 brands in Latvia and 193 in Lithuania.
Previous
