Auntie’s Board Wins Award

Auntie’s Board of Directors has won the very first Board of Tomorrow Award (Huomisen Hallitus -palkinto). The recognition was granted to a board that has demonstrated an exceptional ability to combine business success with societal impact.

The award was presented for the first time in 2025. It is a new recognition designed to encourage boards of small and growing companies to take actions that matter – both for business and for society.

Auntie’s board was selected as the winner for its ability to build sustainable success, make impactful decisions, and create a lasting positive impact not only within the company but also more broadly in society.

Measurable impact: demonstrating the value of wellbeing

Mental wellbeing challenges are one of the leading causes of work disability in Europe. At the core of Auntie’s mission from the very beginning has been a simple idea: mental wellbeing must be measurable in order to demonstrate its true value.

The results speak for themselves:

• Customer organizations save over 20 million euros annually thanks to reduced sick leave.
• Auntie’s service delivers a ROI of around 5x, which is fully in line with Deloitte’s international research.
• 84% of users report that Auntie helped them prevent burnout.
• 63% of users see increase in motivation leading to higher engagement, improved productivity, and better overall performance.
• 78% of users feel more positively about their employer boosting eNPS, loyalty, and retention. 

Equally important, Auntie’s service is accessible: available in 27 languages, fully anonymous, and free from the risk of stigma. This matters, because 82% of users say they find it easier to reach out for support through Auntie than through traditional occupational health services – meaning far more people get the help they need, when they need it.

Defining Moments for the Board

Two critical turning points highlight the decisive role of Auntie’s board:

• The board took an active role in a difficult situation when the company’s founder passed away. One board member stepped in as interim CEO, ensuring business continuity, stabilizing operations, and safeguarding the future of both the company and its employees.
• Later, the board recruited a new CEO and, together with management, developed a value creation plan that translated the owners’ vision into action. This laid the foundation for the next phase of profitable growth and clarified Auntie’s strategic direction.

In these moments, the board showed what responsible governance looks like in practice: guiding through crisis while building for the future.

Leading the Way

This award reflects Future Board’s mission to shape resilient board professionals of tomorrow.

The jury emphasized impact, diversity, strategic clarity, and tangible results in its selection. Auntie’s board now stands as a frontrunner – not just for the company, but for the broader Finnish business community.

The jury was chaired by Joshua Moorrees (Vice Chair of the Board, Future Board). Members included Jorma Turunen (Professor of Practice and patron of Future Board ry), Ilkka Jakonen (Ilmarinen), and Emilia Taskinen (Future Board ry). The jury’s secretary was Ulla Tirronen, Executive Director of Future Board ry.

Looking Ahead

For Auntie, this award is more than recognition – it is proof that even in challenging times, a strong foundation for growth can be built, one that leaves a lasting impact on organisations and on society as a whole.

Our mission continues: to ensure more people get support early, before problems escalate. That’s how Auntie is helping to create a healthier, more productive working life.