Ultimate is the leading customer service automation platform and helps brands give great support experiences to every customer, instantly.

The story so far

Reetu Kainulainen, CEO and co-founder of Ultimate founded the company in 2016 alongside Sarah Al-Hussaini (COO), Markus Rautio (Principal Engineer) and Jaakko Pasanen (CSO). Reetu and Markus met as children in elementary school and attended the same technical university where they connected with Jaaako. Always quick to ask themselves how problems can be fixed with technology, they began to focus on the customer service industry after realizing its large amount of ineffeciencies. From there they built thier artificial intelligence technology from scratch to shake up the industry and free millions of workers from ceaselessly repetitive tasks in a job that has not changed in decades. Ultimate is a virtual customer service agent builder bringing multilingual customer service automation to businesses. The company's s proprietary deep learning technology enables customer service automation in all languages. Automated first-line customer contact across chat, email, and social, increases agent productivity by over 30% for complex cases, and continuously learns to improve the quality of automated and assisted support. Ultimate created a unique algorithm that can understand conversations in any language, which businesses can use to resolve customer inquiries more intelligently.





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Company Information
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Reetu CEO Headshot


Reetu Kainulainen

Reetu Kainulainen is CEO and co-founder, the leading provider of customer service automation solutions, powered by artificial intelligence. Ultimate has been named by WIRED as one of Europe’s Hottest 100 Startups and by Forbes as a Top 100 Most Innovative Companies. Reetu was awarded Forbes 30 Under 30 in 2019.

Sarah Al-Hussaini Headshot


Sarah Al-Hussaini

Sarah Al-Hussaini is the COO and co-founder, leading one of the world’s fastest-growing AI companies. Sarah started her career at Lazard investment bank in London, after studying economics at the University of Birmingham, with extended studies at Fudan University in China and Delhi University in India. In 2019 she was added to the Forbes 30 under 30 list.

Markus - Head Shot


Markus Rautio

Markus Rautio is the Principal Engineer and co-founder. He is an engineer with a passion for AI— especially natural language processing. Markus has a profound knowledge of building robust, enterprise solutions atop deep technologies. Before founding Ultimate, Markus studied electrical engineering and computer science at the Tampere University of Technology. Furthermore, he studied psychology at the University of Tampere. Markus was awarded Forbes 30 under 30 in 2019.

The OMERS team