The ambassadors were announced today at Estonia’s Financial Literacy Strategy Day, where participants discuss the results of Estonia’s 2025 activities, the new action plan, the prevention of financial fraud, developments in pension literacy and other key priorities in the field.
“The appointment of the ambassadors provides Estonia with an opportunity to demonstrate strong cooperation between the public sector, experts and communities at the international level, while also supporting Estonia’s strategic goals for improving financial literacy,” said Marge Aasalaid, Financial Literacy Coordinator at the Ministry of Finance.
The EU network of national ambassadors will be launched in the first quarter of 2026. The ambassadors will help raise the visibility of financial literacy both in Estonia and across Europe, including during the OECD/INFE Global Money Week in March 2026. Their mandate will last at least until the end of 2027.
The profile of the ambassadors reflects the European Commission’s expectation that financial literacy should be championed by influential and trusted public figures who are able to engage diverse demographic groups, use a variety of communication channels and promote financial literacy in an impartial and inclusive way.
Kristi Saare is the founder of the NGO Naisinvestorite Klubi, as well as a teacher, entrepreneur, financial literacy content creator and trainer, and the author of several books. She engages a wide range of audiences across Estonia. Saare received the Investor of the Year 2021 title from Äripäev and was named Financial Literacy Promoter of the Year 2023 in the Rahatarkuse Vedur initiative.
Kristjan Liivamägi is an economist at Tallinn University of Technology, a recognised lecturer, financial literacy educator, author and a well-known populariser of investment topics in Estonia. Liivamägi was named Investor of the Year 2022 by Äripäev and Financial Literacy Teacher of the Year 2023 in the Rahatarkuse Vedur initiative.
“It is a great honour and responsibility to represent Estonia as a financial literacy ambassador in the European Union. I believe Estonia can serve as a strong example to other EU countries in promoting financial literacy. I look forward to sharing Estonia’s good practices and learning from the experiences of other Member States,” said Liivamägi.
In Estonia, the promotion of financial literacy is based on a national strategy combined with active community involvement, helping to reach diverse target groups, including young people and more vulnerable segments of the population.
The European Commission will hold the first online meeting for Member States’ financial literacy ambassadors on the 16th of March.
