Smart ID Continues to Rank Among the Baltics’ Most Loved Brands
Smart-ID continues to stand out as one of the Baltics’ most loved brands in Emor’s 2026 brand rankings. Across Estonia, Latvia and Lithuania, Smart-ID appears alongside global names such as YouTube, Apple, Google and WhatsApp as one of the digital brands people say they like the most.
In Estonia, Smart-ID remains firmly in the top tier of the most liked brands list, holding fourth place in the overall ranking, and followed by global brands such as Fazer (5th), Swedbank (6th) and Gmail (7th). The SK ID Solution’s most popular identity service also ranks fourth when looking at the broader preference with a favourability score of 36,1%. These results clearly confirm that Smart-ID has a strong, steady presence across Estonia’s brand landscape.
Latvia’s results also underline Smart-ID’s status as one of the country’s most valued digital brands. Smart-ID ranks fifth among the most liked brands, with 8.2% of respondents naming it in their top five, and it climbs to fourth place in the wider preference measure with a favourability score of 31.4%. In the Latvian ranking, Smart-ID appears together with leading global and local brands such as YouTube, WhatsApp, Apple and Forevers, highlighting that it competes in the same space as well-known consumer names.
“These results are particularly significant because Smart-ID is not a traditional consumer brand. Our mission is to provide secure and convenient access to digital services, and the fact that people in Latvia rank Smart-ID among their favorite brands demonstrates the high level of trust they place in us and the value they see in the service we provide in their daily lives. Overall, the findings of the brand survey confirm a growing trend: digital brands are increasingly dominating the top of the list of Latvia’s favorite brands, and Smart-ID has become one of the most prominent examples of this trend,” said Ludmila Bērica, Country Manager in Latvia.
In Lithuania, Smart-ID remains present in the country’s favourites list despite a more modest top‑five share. The brand ranks 20th in the most liked brands table, with 5.6% of respondents including it among their five favourite brands, and achieves a stronger 10th place in the broader preference measure with a favourability score of 26.9%.
“Lithuania is a competitive market, where people’s favourite brands are dominated by global digital platforms, retailers and banks. In this context, Smart-ID’s position is a strong signal of trust. It shows that people do not see Smart-ID only as a functional tool, but as a trusted part of their everyday digital life,” said Evaldas Stonkus, Country Manager in Lithuania.
Alongside Smart-ID’s strong showing, the study also confirms that Mobile-ID continues to be a recognised and trusted solution in Estonia’s brand rankings. Survey results indicate that Mobile-ID retains a stable position and a loyal user base when people evaluate their favourite brands more broadly. Together, Smart-ID and Mobile-ID demonstrate that SK’s electronic identity solutions are well‑established parts of everyday digital life in the Baltics.
“Being recognised among the Baltics’ most loved brands across all three countries means a great deal to us. Above all, it reflects the trust people place in Smart-ID every day. We are grateful for that trust, and it motivates us to keep improving,” said Eneli Kirme, COO of SK ID Solutions.
The Emor Favourite Brand Ranking 2026 was conducted through web interviews in Estonia with 1,236 residents aged 16–74 in May 2026. Respondents evaluated 164 local and international brands. The sample size was 1,609 in Latvia and 1,548 in Lithuania.
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